Evaluation of Tourism Strategy

Are you scared of bugs? Well I am, but at the same time I’m not. Let me exaggerate on this. You know how we have the camping type trip for SOAR, and while we were there, since we were in the woods, we were surrounded by bugs! Of course I don’t mind bugs if they don’t bother me, but if they are in my face, crawling on me, or in the place I’m sleeping I will freak out.

Dear Chris Rock, Chris, we have been friends since you co-starred with me on the show The Fresh Prince of Bel-Air. I wanted to discuss our incident at the 2022 Oscars, where you mentioned my wife, Jade Pinkett Smith, in your Oscar Monologue speech. You compared my wife to G.I. Jane, and I slapped you on national television. I regret hitting you at the Oscars. My vicious actions were unacceptable.

Study the market, its structure, identify attitudes and behaviours of consumers, this is the first step of marketing. Among the range of behaviours and characteristics of potential buyers, it is necessary to identify homogeneous groups or segments of customers, assess their importance and possible development.

Tourism plays a vital role in economic development in most countries around the world. The industry has not only direct economic impact, but also significant indirect and influential impacts. There is agreement among experts that the travel and tourism sector is the fastest growing of global economy. According to the latest UNWTO World Tourism Barometer, international tourism receipts surpass US$ 1 trillion in 2011, growing about 3.8%up from 2010 (WTO, 2012).

They have a very clear strategy for the pursuit of their goal and vision. The market segmentation as well as the identification of target markets is the important element of each marketing strategy at which they are the basis for determining any particular of the marketing mix, which is product, pricing, place and promotion. Market segmentation reveals the company's market segment opportunities. The company has to evaluate the various segments and decide how many and which segments it can serve the best. In evaluating different market segments, a company must consider of three factors, that is, segment size and growth, segment structural attractiveness and also company’s objectives and resources. (Armstrong & Kotler, 2005)

In conclusion, positioning is a strategic way of selling products geared towards the desires of wanting, needing, owning and obtaining something great. Positioning is how a company presents and differentiates itself, and its product, from competition in order to gain and keep prospective buyers. So it is safe to say that positioning is a strategic way in winning the hearts and minds of consumers for their confidence, and their

What is Market Segmentation? According to Investopedia (n.d), market segmentation is a term used in marketing that refers to the aggregating of a potential buyer into groups, or segments, that share common needs and would respond similarly to a particular action in marketing. By utilizing market segmentation it enables Victoria’s Secret to target different categories of consumers who recognize the full value of certain products and services differently from one another. Furthermore, market segmentation is an extension of market research for the purposes of identifying targeted groups of consumers in order to tailor products and branding in a way that it is attractive to that group. There are three general criteria used to identify different market segments: homogeneity, distinction and reaction (Investopedia, n.d).

As the economy develops, the individualized and diversified demand of tourists is growing. Tourism consumers in different regions, their needs and desires are vastly different, and also change with the change of environmental factors. Travel agencies highlight the characteristics of market positioning, emphasizing the differences, and establish

The first part of the process is segmentation “The purpose of market segmentation is to identify relatively homogeneous groups of consumers with similar consumption patterns” (Pervez &Cateora 2014.) segmentation is the application of grouping the customers into segments which may have the same common needs or that will respond similarly to a marketing activity. It is the ability to recognise the consumers which exist that have different needs. For example do the consumers prefer speed and performance or do the customers prefer safety and quality.

According to Kotler (2000), “positioning is the act of designing the company’s offering and brand image to occupy a distinctive place in the target market’s mind”. In today’s highly competitive global marketplace, a product will not thrive or survive without a clear competitive distinction (Kotler, 2000). The same goes for tourism destinations, which is why it is crucial to position a destination efficiently and effectively in comparison to competitors.

Market segmentation as a term came up to describe the concept that all customers are not alike. Because in hospitality industry marketing money and resources are limited, it has to concentrate on specific groups of people, or target market, to avoid waste in time, money and quality. As a result, it’s ensuring the highest returns. [1 pp19] The reasons why segmentation is so important for hospitality industry are – more successful use of marketing money, clearer perceptive of the needs and wants of special customer groups, more effective developing of service, greater correctness in selecting promotional vehicles and techniques. [1 pp173]

Another aspect of impact of tourism on a country’s economy is that it facilitates the expansion of the market of goods and services. Foreigners come to a country willing to spend money on different goods and services, thus increasing the amounts of sales. This is a great chance for producers and service providers to receive larger profits. This concerns not only hoteliers, tour operators, and souvenir shops owners. Public transportation, retail stores of different kind, restaurants, and cafes benefit from international tourism. Obviously, if these industries are in demand, businesses will be expanding. On the one hand, it means that more money is paid to the budget. On the other hand, profits generated by the owners are spent inside the country, affecting almost all the fields of the

The Travel and Tourism industry is still one of the largest single businesses in world commerce and its importance is widely recognized. The tourism industry is now one of the largest sectors earning foreign exchange. In the face of many benefits, many countries have started assigning due weight age to the tourism industry in their national development agenda. Tourism is an industry that operates on a massively broad scale: it embraces activities ranging from the smallest sea-side hotel; to air-lines, multi-national hotel chains and major international tour operators. Originally, non-traditional industries such as tourism emerged as a solution to strike a balance between ecology and industry

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.

In this chapter, of Management of Tourist Destinations, we will learn the importance of evaluating important factors, which have the most impact by satisfying the visitors and strengthening relationships, to gain maximum benefit through tourism.