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In-Depth Information
that of California. Its operational plan was
first created in 1998 following the passage of the California
Tourism Policy Act and has been updated annually because marketing plans are by nature living
documents that change over time. The California plan conveys good comprehensivemarketing planning.
One of the distinctive characteristics of the California Tourism Marketing Plan (CTMP) is the fact
that it actually
flows from a policy framework. The California Tourism Policy Act (CTPA)
first provides
a philosophical foundation for tourism development and marketing in one of the most signi
cant
tourism destinations in the world. It subsequently asserts the need for an effective marketing program
(CTMP) to realize the ideals and goals of its philosophical foundation. Furthermore, it also sets out an
organizational policy (in the form of the California Travel and Tourism Commission) to support
implementation of its marketing goals. Finally, it takes the all-important step of providing for a funding
policy (private assessments) to support the operations of the commission. To examine how California
Travel and Tourism Commission operates, go to
www.tourism.visitcalifornia.com/MPP
, which will
take you to the program page. Then, go to the
''
Essentials
''
section and examine the PDFs for its
''
Strategic
Plan Final Draft
''
(2011
-
2016), its
''
Domestic Media Plan,
'' ''
Canada Media Plan,
''
and other plans.
JOINT MARKETING EFFORTS
In the majority of cases, a tourism organization will want to market its product and services
individually; however, in other cases, joint cooperative efforts will be the most pro
table. Typically,
these efforts are launched through associations or government agencies. Colorado Ski Country USA
and the Utah Ski and Snowboard Association are groups that jointly promote the services of their
members, many of whom are in competition with each other. Publishing posters and directories,
answering inquiries, and providing snow reports promote the industry in the most cost-effective way.
In addition to these
joint marketing efforts
, the areas have their own individual marketing programs.
They may also work with other private
firms such as airlines, rental car companies, and credit card
firms to stretch their marketing dollars.
Experience to date has shown that tourism promotion on a country or state basis is best
accomplished by a cooperative effort of private industry and government. Joint promotion by private
interests and of
cial government tourist organizations is an effective and ef
cient procedure. One of
the examples of the pooling of private and government funds is the Hawaii Visitors and Convention
Bureau, an independent nonpro
t organization that conducts tourism promotion under contract with
the Hawaii Tourism Authority (HTA).
In some states, speci
c matching funds are provided by a government tourism agency for tourist
promotion, such as the provision of a portion of advertising costs of a private regional tourist
promotion association. Various combinations of matched funds are possible, depending on the
amount of funds available and the provisions of the legislation that authorizes such expenditures of
public funds. The Pennsylvania Tourism, Film, and Economic Development Marketing Of
ce operates
one of the largest matching-grants fund programs in the United States.
Private
firms also
find joint marketing efforts to be pro
table. For example, in 2003, Universal Parks
and Resorts entered into a ten-year marketing partnership with Coca-Cola. The partnership,
rst made
in 1999, designates Atlanta-based Coke as Universal theme parks
'
of
cial soft drink. The new
agreement expands that to include Minute Maid as the parks
of
cial juice. Coca-Cola and Universal
plan a cross-brand promotional strategy targeted to teens and young adults, as well as themed
beverage attractions in Universal
'
'
s parks.
SUMMARY
Marketing can be de
ned as the performance of business activities that direct the
flow of goods and
services from the producer to the consumer or user. Such activities are vital to tourist businesses. The
finest, most satisfying tourist facility would be unpro
table without marketing. People have to be
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