Strategic Tourism Marketing
The same old tourist attractions will always bring in a certain number of visitors, but destinations that want to attract new visitors have to think strategically, constantly reassessing and targeting markets that might be drawn to an area; adapting for changes such as the burgeoning eco tourism market; and being scientific about marketing --- looking at what works rather than what's easy, like Facebook. Some states involve the whole community in thinking strategically about marketing.
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Assess Your Visitors
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Assess your visitors. As yourself who would want to visit it your destination and why. Look at demographics of various visitors: family vacations; family reunions or weddings; couples; and girlfriend getaways. Consider what about your destination would specifically attract each one. Assess whether there are adequate accommodations, restaurants and entertainment to meet each of their needs, and if not, whether you should you cross them off the list. Determine where these groups are most likely to see information about your destination and whether you are targeting those publications or social media venues.
Create a Communitywide Plan
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Some places, such as New Mexico, have a strategic marketing plan that encompasses all facets of the community, adding tourism information even to school curricula, and reinforcing the importance of the tourism economy to residents. The plan also suggests having tourism department representatives assigned to specific tourism industries such as golf and skiing, and having them become active in those industries. Consider how to build tourism awareness and support within the state.
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Social Media
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Blogging and online video are more successful than Facebook for building a market, according to a study by the University of Massachusetts Dartmouth Center for marketing research published in January 2011. The study, written about on EMarketing website, said its survey of Inc. 500 companies showed that bulletin boards, podcasting and blogging were their three most effective social media strategies. This is something tourism marketers should consider when working on social media strategy.
Adapt
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If your marketing plan has been based on a certain demographic or set of attractions, it may be time to reassess. Going green, for example, is a good way to get yourself added as an eco tourism destination that is a whole new sector of the market. Tonopah, Nev., for example, has built a green-energy-based visitor center.
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References
- Photo Credit fall in valdez, new mexico image by monamakela.com from Fotolia.com
