Exploring Tourism/Resources/Lesson Plans/Lesson Plan 6a-7a

Lesson Plan
In these two sessions we are going to look at the marketing of NZ as a destination and then move down to the Regional Tourism Organisation (RTO's) level. Can you tell me what you covered with Phil: ask students to discuss in pairs and then write up on board what they come up with.


 * 7 P's
 * branding/image
 * promotion
 * segments
 * variables
 * demographics
 * target markets

Go to wiki - take students through course outline and then back to marketing section. Complete a PESTEL on New Zealand - get them to look at wiki link (they can do this in pairs again and then put up on matrix (whiteboard)

Address this again after lesson.

Positioning - how the destination is perceived by the market - are we a market leader?, follower, challenger?

Resources on the blog:

Trip Advisors - trip barometer advises that UK and Indian markets are the most keen to visit NZ - After the Royals had been NZ was a top destination for UK travellers


 * Trip barometer global report


 * Royal Itinerary second most viewed item on TNZ media website

Video from tourist perspective - 4.20m

Travel Image Report Print out
 * Travel Image


 * New Zealand - 3.54


 * Scotland - 1.12m


 * England - 1.16m

Look at video from each

Why worry about your image?

Two groups read the handout:


 * group one Jan Lockhart and Johathan Loh


 * group two David Karlsson, Lars Mathiasen

Answer above question and report back to class

Activity for next week:

Four segments
 * singles
 * young couples without children
 * families with children
 * over 50's

Lesson 2
Revise what we did for TNZ last week

Role of Tourism NZ Promote NZ through one campaign - 100% Pure (one stop shop) why?

http://www.tourismnewzealand.com/media/1037749/tnz_statement_of_intent_-_amended_final_2_july_2013.pdf

Work with the RTO's

RTO's looking at wiki Identify Wellington

Wellington


 * Tourism NZ - Wellington


 * Lonely Planet


 * Website - whats good about it - in pairs (10 mins to discuss)

website - students can do this in pairs


 * 7P's marketing - use in conjunction with 4Ps slideshow on wiki


 * Identify what is product
 * Price
 * Place
 * Promotion
 * Physical Evidence
 * People
 * Process

differentiation


 * SWOT analysis - forms in pairs (15 mins to complete) then put up on board

Branding

Logo - Absolutely Positively Wellington