Positioning for Tourism Marketing

GROUP 7Mr. STANLEY RAJ KUMAR TANDRAMr. SRAVAN KUMARMr. MOHAMMAD AKBARMr. SANJAY KUMAR Ms. REVATI DURGAMr. VIJAY KUMARPOSITIONING STRATEGIES PRACTICES IN MARKETING OF TOURISM SERVICES

BRAND VALUE

BRAND PERSONALITY

THREE ELEMENTS OF POSITIONINGMade of three key elements:

Attributes of business/destinationEmotive expressionBrand Personality

Made up of key words, which are selected for their relevance to business/destination and its target markets

Key Steps To Defining A Unique Position of tourism industry

Peeling back the onionAnalyzing the competitive idea spaceIdentifying the true relationship driversGetting intimate with the consumerMarketing roles in tourism to match the right services with the right audience by:

Designing services to meet customer needs and wants.Identifying business objectives and developing marketing efforts that fit in.Focusing on those people most likely to buy their services rather than the entire mass market.

11IMPORTANCE OF TOURISMContribution to GDP, employment and foreign exchange earnings Linkages and added value to other economic sectors e.g. agriculture, manufacturing and handicraft Catalyst for development in several other areas of the economy, including ancillary services and infrastructure - especially air and seaports and roads Economic rationale for conservation and preservation of local heritage and culture and improvement of product and service standards, especially in the food services industry 12 THREATS TO THE TOURISM INDUSTRYEnvironmental climate change and sea level rise, deforestation, bio-diversity loss, pollution of coastal zones and rivers, natural disasters (including hurricanes, flooding, earthquakes) to list a few; Health occasional outbreaks of health threats e.g. SARS, bird flu, H1N1 flu virus;Economic currency exchange movements, changes in macro-economic indicators of tourist generating countries; Corporate failure of major partners/suppliers in the business chain e.g. airlines, tour operators 13Legislation, Incentives & Sector DevelopmentNew types of accommodation product rely less on incentives as a determining factor for project success The arrangements which facilitate access to incentives are more important than the actual incentives granted Incentives must be given to encourage entrepreneurship, innovation and the creation and development of indigenous products and services. 14Trade Liberalization and of Opportunities for the Tourism SectorLiberalized trading arrangements offer possibilities for attracting investment, business partners and market access into Europe 15Challenges, Opportunities and Strategies for Developing the Sector Prepare Tourism Master Plans that are capable of implementation Focus on integrated planning, including zoning, adoption of standards and community consultations as part of the planning process Conduct airline capacity studies to ensure plans for aviation are in consonance with and support plans for expansion in the accommodation sub-sector 16Pre-Requisites for Sector Growth and Development Supportive policy framework to stimulate demand and ensure tourism continues to generate employment, foreign exchange and add value to other areas of economic enterprise Increase and institutionalize training and certification at all levels of the industry Disseminate, adopt and encourage use of best practices Attract mentor and groom best and brightest for leadership positions in the industryMovement of labour within the Regional tourism industry.17"Without a position, it is almost impossible to achievea meaningful and sustainable point of differentiation."

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