DESTINATION MARKETING SESSION 1 2 3 4 5

DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 DESTINATION MARKETING STRATEGY AND PLANNING

SESSION PREVIEW 3 DESTINATION MARKETING STRATEGY AND PLANNING Destination Marketing Analysis and Strategy Destination Marketing Analysis & Planning Managing Disasters and Crises DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

SESSION PREVIEW 3 DESTINATION MARKETING STRATEGY AND PLANNING Destination Marketing Analysis and Strategy DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

Destination Marketing Goals Growing customer value and profitability by… Ensuring satisfactory visitor experiences (ideally expectations will be exceeded) Optimizing the profitability objectives of the business Optimizing the economic, social and environmental impacts by ensuring a responsible and sustainable balance between economic, socio-cultural and environmental interests

Destination Marketing Strategies • Positioning and differentiating the destination and image management are key factors • Knowledge and understanding of the needs of our target markets and the new tourist • Providing “through-the-chain” positive visitor experiences • Continuously adapting to the dynamically changing macro, competitive and market environments • Product innovation and management • Professionalism in service levels and overall HR management • Creating meaningful public-private sector partnerships • Capitalizing on opportunities provided by new technologies • Balancing the strategic goals of the stakeholders and optimizing the economic, social and impacts on the destination

In-Class Exercise: Destination Goals & Strategies The purpose of this exercise is to help you better understand what destination marketing goals and strategies look like in the real world. Step 1. In your SIT teams, search online to identify 2 destination/tourism marketing plans, and reserve them for your team’s analysis by posting on the board. First come, first served. Each team must analyze different plans. Step 2. As a team, review your plans and report back to My. Courses (be sure to identify your destinations and provide the links to the plan; make sure participating team member names are included in your posting). Provide us with examples of … • Destination marketing goals (what they want to do) • Destination marketing strategies (how they intend to do it) Wrap it all up with a concise “strengths/weaknesses” assessment. What are two or three things that you think were done particularly well in each plan (the strengths) and what is something that you would recommend be changed or done differently (the weaknesses)? Step 3. Present your findings to class at the designated time.

SESSION PREVIEW 3 DESTINATION MARKETING STRATEGY AND PLANNING Destination Marketing Analysis and Strategy Destination Marketing Analysis & Planning DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

To decide on goals and strategies, destination marketers require information… … and that information comes from analysis • Customer analysis Segments, motivations, unmet needs • Competitor analysis Identity, strategic groups, performance, image, objectives, strategies, culture, cost structure, strengths, weaknesses • Market analysis Size, projected growth, profitability, entry barriers, cost structure, distribution system, trends, success factors • Environmental analysis Technological, governmental, economic, cultural, demographic, scenarios, information need areas = Opportunities, threats, trends & strategic questions

Analysis: Purpose Strategic Decisions • Where to compete ANALYSIS • How to compete • Bases of competition Identification • Trends / future events • Threats / opportunities • Strategic uncertainties Analysis Frameworks • Controllable variables • Uncontrollable variables • PESTLE, SWOT, TOWS

Controllable & uncontrollable mkt variables

PESTLE & SWOT are commonly used for situation analysis PESTLE SWOT

TOWS Analysis can be used to make SWOT analysis more useful for decision making SWOT TOWS

ACTIVITY Instructions Personal SWOT / TOWS Analyses Time Step 1. Complete Personal SWOT 12 mins Step 2. Share and Compare 8 mins Step 3. Complete Personal TOWS 15 min Step 4. Share and Compare and Share Lessons Learned with Class 15 min 50 mins

ACTIVITY Instructions Personal SWOT / TOWS Analyses Time Step 1. Complete Personal SWOT 12 mins 1. Read the instructions and complete the personal SWOT analysis worksheet handed out. 2. Watch the video along with the rest of the class: https: //youtu. be/PBOtnyt 7 BP 4 3. Work individually on this part of the activity.

ACTIVITY Instructions Personal SWOT / TOWS Analyses Time Step 2. Share and Compare SWOT 8 mins 1. Pair up with another student 2. Each partner has two minutes to share highlights of their analysis; Dale will watch the time 3. When Dale calls time, switch to a new partner and repeat

ACTIVITY Instructions Personal SWOT / TOWS Analyses Time Step 3. Complete Personal TOWS 15 min 1. Read the instructions and complete the personal SWOT analysis worksheet handed out. 2. Work individually on this part of the activity.

ACTIVITY Instructions Personal SWOT / TOWS Analyses Time Step 4. Share & compare personal TOWS 15 min 1. Pair up with another student 2. Each partner has two min to share highlights of their analysis; Dale will watch the time 3. When Dale calls time, switch partners 4. Share key learnings with class

SESSION PREVIEW 3 DESTINATION MARKETING STRATEGY AND PLANNING Destination Competitiveness Strategies Destination Marketing Analysis & Planning Managing Disasters and Crises DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

Disasters and crises • No destination is immune to disaster – Every destination marketer should consider the possibility of a disaster at some stage in the future • Disasters can be man-made or natural – They can be short term or long term • Almost all will be unpredictable and beyond the control of the destination marketer • How the destination marketer addresses the disaster will determine the extent of the crisis that follows

Oil Spill Threatens Fla. Tourism • https: //youtu. be/1 r. KEwfr 7 vg. U

Disaster or crisis? • Disaster – a sudden catastrophic change over which the organisation has little or no control • Crisis – self-inflicted situation caused by such problems as inept management practises or inability to adapt to a changing environment

Travel advisories • • • All national governments have a responsibility to provide an advisory service for their citizens identifying potentially risky destinations Most countries provide regularly updated travel advisories on government websites Implications for the destination marketers in these countries are significant in terms of the damage to the image of their destination and the necessary recovery-marketing efforts The extent to which promotional efforts are negated by government travel advisories is a contentious issue Unfortunately, the negative images created by publicity surrounding a disaster can last far longer than any physical destruction to infrastructure or tourism facilities Two Possible Scenarios Disaster Travel Advisory Crisis Disaster Crisis Travel Advisory

US Travel Advisories 23

US Travel Advisories 24

Video links • USA travel advisory dents Kenya tourism prospects – https: //youtu. be/k. D 7 J 7 b. AD 85 M • Egyptian Tourism Industry Devastated: Political violence leaves tourism sector struggling to survive – https: //youtu. be/_8 tqe 2_N_8 s

SESSION PREVIEW 3 DESTINATION MARKETING STRATEGY AND PLANNING Destination Marketing Analysis and Strategy Destination Marketing Analysis & Planning Managing Disasters and Crises DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14

DESTINATION MARKETING SESSION 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 DESTINATION MARKETING STRATEGY AND PLANING