A country might be beautiful, but
without marketing, people might not visit.
Whether
you are running a state, winery, amusement park or even a whole country, you
can't afford to simply sit back and hope people come and visit. You've got to
take the matter into your own hands and employ a marketing strategy to maintain
and develop tourism. After all, no one will visit you if they've never heard
you.
Other People Are Reading
1.
Raising
Awareness
o Marketing can be used to bring a consumer's attention to a
particular aspect of a state, region, or whatever kind of site or area you are
marketing. For example, there might be a unique aspect of your state that is
often forgotten about, such as a park of great beauty that's off the beaten
track. Alternatively, the area you are marketing may have a limited period
promotion going on that can attract people.
Motivating Consumers
o Once a consumer has heard of a particular state or site,
you'll then need to convince him he wants to go there. Marketing taps into what
a consumer wants. For example, if a state can boast of its green credentials,
its marketing can reflect this to appeal to tourists who want to travel
"green."
Promoting Image
o While some countries maintain a positive image to the
outside world, for others their established image may be incorrect or outdated.
Clever marketing can manipulate how tourists view that country, altering their
perceptions in order to persuade them to visit. Hosting the soccer World Cup or
the Olympics can persuade people to visit, long after the competition is over.
Convincing Consumers Of Hospitality
o When it comes to selecting a product, people look for
certain qualities. In a car, consumers might value reliability over other
factors, for example. In the tourism sector, many consumers are going to look
for high-quality hospitality. One job for marketing in tourism is to show
outsiders that a particular site can deliver the standard of hospitality they
expect and to convince them that they should give that site a try.
Generating Buzz
o In 2009, the Queensland tourist board in Australia hosted the
Best Job in the World competition. The board offered a salaried job as a
caretaker on an idyllic island to one lucky applicant. There were so many
applicants that at one point the website crashed because of the amount of
people logging on to apply. The upshot was that people were talking about the
competition, neatly demonstrating the ability of marketing to generate buzz
around an area.
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