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Tourism Destination Promotion Strategy
Tourism has positive effects on the country’s economy, as well as, growth of other important sectors such as transport, arts and entertainment and, accommodation. For this reason it is important to utilize effective promotion approaches in order to accrue economical benefits. Marketing in tourism sector is equally important like in other sectors of the economy (Arionesei& Ivan, 2012). Tourism is regarded as a business operation that entails provision of accommodation, entertainment and service to the people who are visiting a certain destination for pleasure. Therefore, promotion of destination needs more concern and effort in order to enhance standard of tourism. The main reason behind this is the fact that there has been increase in cross-cultural operations, as well as, increase in passion of individuals to visit a new destination. In addition, the volume of tourism operation and value has increased.
Destination promotion is regarded as the process of communicating with prospect visitors for the purpose of influencing their destination choice. For effective communication in destination marketing it is important to have two-way flow of relevant information i.e. from customer to tourist stakeholders (Wang &Pizam, 2011). Fresh strategies need to be adopted in order to attract tourists in Boracay. Interested stakeholders need to have clear aim and objectives in order to enhance their commitment to increase the number of visitors. Boracay also needs to adopt various techniques that are normally utilized to attract tourists to this particular destination. They also need to have an informative plan or need to avail information to visitors on various activities that can be done during a visit in the destination. Further, they need to segment their markets and develop the right marketing strategy towards attracting that segment. The given essay paper intends to broaden ones’ knowledge on how to promote and market a particular destination to attract different groups.
Destination marketing plays a significant role in preserving and developing popularity of a destination. Further, it enhances sustainable competitiveness of destination. Destinations utilize a combination of marketing approaches in order to support their strategies. Marketing strategies are meant to increase the number of tourists and maintain them (Pike, 2012). Various destination marketing practices have been proved to be effective in enhancing attraction of target customers. Destination marketers need to proactively adapt, shape and struggle to keep up with ever-changing customers’ preferences, as well as, fierce competition. In addition, destination management is said to be responsible for generation of tourist visits to the destination. Destination marketing entails processes and operations to bring tourist stakeholders and customers together. Further, destination marketing aims at responding to competitive positioning and customer demands. Marketing destination entails interested stakeholders who are in charge of creating offers (Pike, 2008). The types of marketing approaches used by a destination depend on the types of tourism attractions available.
It is important to utilize varying media for the purpose of marketing Boracay as a tourist destination. One of suited media for marketing Boracay as the best tourist destination for both family oriented groups and couples (honey moon) is through use of appealing images. This would attract the two categories of tourists hence increasing the number of visitors of Boracay. Advertising will be utilized as the next suited media i.e. use of appropriate communication channels to reach these two categories of tourists (Cox & Wray, 2011). For instance, electronic media such as, daily commercials, documentaries about Boracay and infomercial might be used to promote and attract the two target markets. In addition, the destination might be promoted through radio advertisements by means of catch phrases or promote Boracay as a tourism destination through cinema.
Moreover, print media might be used to market Boracay as the best tourism destination in Philippines. For example, interested stakeholders could use magazine such as, airline magazines to promote Boracay. Being that the airline magazines are published monthly hence one is in a position to keep the target customers i.e.family oriented group and couples (honey moon) updated about Boracay as a tourism destination. The magazines would be used to present details such as, accommodation, available attractions, and specific sites to visit (Fesenmaier, 2007). Also, placing an ad in a magazine or newspaper would help Boracay tourism stakeholders to reach their target customers easily. In addition, newspapers might be used a media to promote Boracay as tourism destination.
Special events such as trade shows would present Boracaywith an exceptional chance to enhance awareness of the region as a tourism destination. These shows could include those one that are held annually mostly where leading wholesalers, as well as, tour operators meet each other. Tourism stakeholders of Boracay would utilize this chance to market their destination by urging couples and family oriented groups to visit the region. Through such special events these stakeholders are further in a position to explain to target markets what they can offer (Barwick&Barwick, 2001). Moreover, they have a chance to offer advice to their target customers as a means of promoting Boracay.
In addition, Boracay tourist stakeholders might use the Internet initiatives as a marketing media. Potential customers are likely to visit their website to gather additional information regarding Boracay as a tourism destination (Bronner& de Hoog, 2014). In other words, the Internet would be among the wide source of information regarding Boracay attractions and accommodations. Further, interested stakeholders might use social media sites such as Twitter, Facebook and YouTube. You Tube might contain target visitors testimonials or documentaries that showcaseBoracay attractions, accommodation,heritage and culture (Morrison, 2013).Tourist stakeholders in Boracay might also offer free stay at restaurants or free admission to some of the attraction sites, as well as, access to some of amenities. By doing so interested tourism stakeholders gather crucial experience that would facilitate them to market it by encouraging couples and family oriented groups to experience what they offer.
The above marketing medias are important for Boracay as a tourism destination in the sense that they enable tourist stakeholders to reach their target markets within short time (Philippine Department of Tourism, 2002). Additionally, they have an exceptional opportunity that their target market will influence other groups to explore Boracay and gain their personal experience. In other words, it is likely that the target customers will recommend their friends to visit Boracay for business trips and leisure by availing list of operations, as well as, attractions that are offered in Boracay.
Interested tourism stakeholders in Boracay need to embrace effective promotion strategies in order to attract the selected target customers. Some of the vital promotion strategies include; sales promotions, advertising, direct selling, public relation, as well as, personal selling. The role of promotion strategies is to stimulate destination demand and often seeking to increase target customers expenditures (Díaz, 2010). Another important strategy that Boracay destination needs to use is client referral incentive program. This will encourage existing customers to refer new customers to Boracay. Boracay tourist stakeholders might offer discounts or free services to the target customer as means of encouraging them to come again and bring others with them.
In addition, after visit customer surveys might be used by Boracay tourism stakeholders as a promotion strategy. This would include contacting customers through e-mails or by telephone to gather information that they might later utilize it for marketing purpose. Further, this shows that Boracay tourist stakeholders care about what their target customers think and that they are working to offer the best experiences.
Boracay tourist stakeholders need to adopt communication strategies that are comprehensive in awareness creation in order to enhance sustainable tourism. Advertising is used as a communication strategy to persuade target customers to choose the destination over other destinations. For this case Boracay tourist stakeholders need to use advertising to successfully create awareness of the services and accommodations that they offer. This strategy needs to consistent and planned in order to maintain the name of Boracay as a tourism destination for the target customers. The main objective of this communication strategy is to increase the number of target customers (Díaz, 2010). Boracay tourism stakeholders need to be aware of what other destinations are doing. For instance, which media channels they are using to communicate with their target customers.
For the purpose of communication stakeholders in this destination needs to adopt technology as a strategy depending on the outcomes they desire from the target customers (Page & Connell, 2010). For instance, stakeholders might utilize extranets to communicate with potential couples and family oriented groups. In addition, Boracay tourist stakeholders need to align with public relations (PR) to ensure that both internal and external flow of communication is consistent. This communication strategy is important in the sense that it enhances trust, transparency and clarity.
It is important for one to possess specific knowledge about tourism sector in Boracay in order to create and run it successfully. In addition, one needs to have a good understanding of distribution systems.Some of distribution strategies that Boracay tourism stakeholders might utilize are direct in the sense that they target potential customers directly via advertising or brochure distribution (Gao& Jiao, 2014). Further, interested stakeholders might decide to use indirect distribution strategy i.e. third parties. This includes distribution channels such as, retail travel agents, inbound tour operators or wholesalers. It is important for these stakeholders to know about varying distribution strategies and how they are likely to influence target customers’ decision. Inbound tour operators might be used by Boracay tourist stakeholders to coordinate travel arrangements for couples and family oriented groups on their behalf. This involves price negotiation, as well as, costing components such as, tours and accommodation. On the other hand, wholesalers are might be used to market packages offered by Boracay tourist destination on their behalf. In return, they are compensated through commissions while others might charge additional fee for marketing services. Retailers present target customers with online services to book or enquire about travel services (Dhaliwal, 2006). They too will market Boracay as a tourist destination and they are also compensated with commission for marketing the destination on behalf of stakeholders.
From the paper it is evident that destination promotion is important for successful attraction of more visitors. This necessitates more effort and concern towards destination attraction. Destination promotion is evidently the process of communicating with potential customers in order to influence them. From the paper it is clear that the best suited media for marketing Boracay are: print media, use of appealing images, and electronic media such as, documentaries, special events, Internet and airline magazines.Effective promotion strategies need to be developed such as, sales promotions, advertising, direct selling, public relation and personal selling. In addition, communication strategies which are effective need to be developed such as, adoption of extranets. On the other hand, Boracay is required to develop effective distribution strategies such as, direct distribution strategy or indirect distribution strategy i.e. third parties. Indirect distribution strategy entails distribution channels such as, retail travel agents, inbound tour operators or wholesalers.
The destination plan for Boracay needs to be more detailed on the attraction operations that the two categories of target customers might partake in when they visits the destination. More techniques need to be utilized to market the Boracay as the best tourism destination globally. Therefore, interested stakeholders need to invest heavily in term of promoting Boracay as a tourism destination. Boracay needs to offer more free trips to family oriented groups and couples to gather their own experience and file a comprehensive report. There is also need to have Boracay tourist board that will be involved in designing a better destination promotion plan and establishing fresh ways of reaching their target customers. There is also need to offer training to all Boracay tourism stakeholders in order to teach them the significance of marketing this destination. They need to have a master plan that is mainly focused on creating awareness and endorsing Boracay as tourist destination. It is also important for this destination to work on eliminating bureaucratic barriers that might adversely affect the number of visitors in Boracay. Moreover, interested stakeholders need to work closely with government to enhance visa entry process and request the government to be more renitent on restriction policies.
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