Tourism Marketing - Tourism: Principles, Practices, Philosophies - page 442

Background Information: This guide has been created with

one goal: to help you find information about Wyoming
quickly and ef ciently.
Site Name: I Love NY
URL: www.iloveny.com
Background Information:

5. How do the U.S. sites compare with the international

sites?

ACTIVITY 2
Site Name: The Association of Travel Marketing Executives
(ATME)
URL:

This is theof cial siteofNewYork
State Tourismwith information and deals on visiting New
York.

www.atme.org
Background Information: ATME, established in 1980, is a

nonpro t professional association of experienced and
innovative travel industry marketers representing all
segments of the industry.

Exercises:
Choose two state and two international tourism sites from
the list above.
1.

Which sites have the most powerful marketing concept
in each category?

Exercises
1. Why should a travel marketing executive join ATME?

2. What characterizes the sites you have chosen?

2. What kind of information is contained in ATME ' is Travel

Marketing Decisions?

3. What marketing concepts do these sites employ?

4. What is your opinion of using the Internet as a channel of

distribution for advertising? Why?

E QUESTIONS FOR REVIEW AND DISCUSSION E

1. What is the marketing concept? 12. Explain the statement, Tourism promotion efforts

undirected by research are largely a waste of effort.

''

''

2. Do you regard the concept of consumer-oriented

marketing as a step forward? Why or why not?

Do you agree?

13. What are the advantages of marketing vacation

packages?

3. What are the stages in a product life cycle? What are

the marketing implications of each stage?

14. Give an example of a vacation package that might be

marketed in your area. How would you market it? To
whom?
15. Why is marketing planning so important?
16. What value do you see in market segmentation? Give
an example of

4. What are the key factors a tourism marketing man-

ager must consider in setting price?
5. Discuss the conditions when penetration pricing
should be used. Also price skimming.
6. Discuss how a tourism firm's pricing strategy may
in uence the promotional program.

'' experience segmentation. ''

17. Describe examples in which mobile social networking

has assisted growth in the tourism industry?

7. How are channels of distribution selected?

8. How does the branding of a tourism destination differ

from the branding of: (a) a tube of toothpaste, (b) an
automobile, (c) a computer, (d) a fast-food restaurant,
and (e) a hotel?

18. How can companies start listening to, using, and

learning from the new social medium of blogging?

19. Is Google the world s most valuable online advertising

agency disguised as a Web search engine?

'

9. What does branding a tourismdestination reallymean?

20. As president of your local convention and visitors

bureau, propose a joint marketing scheme that would
have sure re results.

10. What role do you see mobile Web sites, applications,

and social technologies playing in the travel industry?

11. What are some examples of realistic objectives of a

tourism marketing program? Use a resort hotel, a
motorcoach company, and a tour company.