Exploring Tourism/Resources/Marking Guide3

Objectives
Learning Objective (4) - The role of destination marketing

Activity
Choose one of New Zealand's Regional Tourism Organisations for this activity

Task
1. Identify and list the 4P's of marketing; product, price, place and promotion for Dunedin (put into a matrix) now add the extra 3P's - Process, People, Physical Evidence and provide examples under each heading.


 * 4P's identified and example for each provided


 * extra 3P's identified and an example provided

2. Positioning - how the product/destination fits into the market, what its image is, branding, and who is likely to buy or experience it (key target markets). Is Dunedin a "market leader, challenger, or follower? - explain. What does it have the potential to be? Carry out a SWOT for the destination. What other regional competition does Dunedin have to compete with? What about geographic regions?


 * Image and branding:(adequate description provided)


 * Target market/s (identified)


 * SWOT (completed)


 * other regional/ geographic locations - identified (other regions offering similar products/services which could compete for the target markets)

3. Promotion - report on how Dunedin is marketed by its RTO - provide examples of at least two recent promotions (what they were, what types of promotion were used, how successful were they?). Compare and contrast Dunedin's website with one other RTO's (include link) in New Zealand providing evidence of what has worked well and why.


 * marketing promotional techniques described adequately:


 * comparison and contrast with one other RTO carried out


 * work correctly referenced...Yes/No

Comments:

Pass/Resit (date for resubmission)