| |
| |
| |
| Introduction | |
| |
| |
| The Context | |
| |
| |
| Summary | |
| |
| |
| |
| Framework for Tourism Planning and Marketing | |
| |
| |
| Introduction | |
| |
| |
| Situation Analysis | |
| |
| |
| Environmental Analysis | |
| |
| |
| Resource Analysis | |
| |
| |
| Regional Goal Formulation | |
| |
| |
| Mission Statement Development | |
| |
| |
| Goals | |
| |
| |
| Objectives | |
| |
| |
| Regional Strategy Formulation | |
| |
| |
| Tourism Business Unit Analysis and the Development of a Product Portfolio | |
| |
| |
| Regional Growth Strategies | |
| |
| |
| Target Marketing Strategy | |
| |
| |
| Defining and Analyzing Product Markets | |
| |
| |
| Target Marketing | |
| |
| |
| Regional Positioning Strategy | |
| |
| |
| Regional Marketing Mix Strategy | |
| |
| |
| Regional Organization Design | |
| |
| |
| Management Supporting Systems | |
| |
| |
| A Regional Information System | |
| |
| |
| A Regional Planning System | |
| |
| |
| A Regional Evaluation System | |
| |
| |
| Summary | |
| |
| |
| |
| Environment and Resource Analysis | |
| |
| |
| Introduction | |
| |
| |
| The Importance of a Regional Tourism Organization and Environmental Adaptation | |
| |
| |
| Regional Environmental Analysis | |
| |
| |
| Analyses of Macro-Environmental Factors | |
| |
| |
| The Economic Environment | |
| |
| |
| The Sociocultural Environment | |
| |
| |
| The Political Environment | |
| |
| |
| The Technological Environment | |
| |
| |
| The Ecological Environment | |
| |
| |
| Market Analysis | |
| |
| |
| Competitor Analysis | |
| |
| |
| Regional Environmental Scanning | |
| |
| |
| Benefits of Environmental Scanning | |
| |
| |
| Regional Environmental Scanning Techniques | |
| |
| |
| The Preparation of an Environmental Analysis | |
| |
| |
| Resource Analysis | |
| |
| |
| The Internal Environment | |
| |
| |
| Summary | |
| |
| |
| |
| Regional Goal and Strategy Formulation | |
| |
| |
| Introduction | |
| |
| |
| Regional Goal Formulation | |
| |
| |
| Regional Mission Statement Development | |
| |
| |
| Guidelines for Mission Statement Development | |
| |
| |
| Regional Mission Statements in Practice | |
| |
| |
| Goal Setting | |
| |
| |
| The Development of Tourism Goals within Broader Regional Goals | |
| |
| |
| Guidelines for Regional Goal Development | |
| |
| |
| The Development of Regional Objectives | |
| |
| |
| Regional Strategy Formulation | |
| |
| |
| Product Portfolio Strategy | |
| |
| |
| The Boston Consulting Group Portfolio Approach | |
| |
| |
| The General Electric Portfolio Approach | |
| |
| |
| The Regional Tourism Portfolio Model | |
| |
| |
| The Industry-Attractiveness Analysis Matrix | |
| |
| |
| A Critical Analysis of the Portfolio Approaches | |
| |
| |
| Significance of the Portfolio Tools | |
| |
| |
| Product Portfolios and the Development of Regional Strategies | |
| |
| |
| Strategies for a Region's Product Portfolios | |
| |
| |
| Regional Product-Market Expansion Strategy | |
| |
| |
| Summary | |
| |
| |
| |
| Target Marketing and Regional Positioning Strategy | |
| |
| |
| Introduction | |
| |
| |
| Market Segmentation in the Regional Context | |
| |
| |
| The Importance of Market Segmentation | |
| |
| |
| Assumptions Underlying Market Segmentation | |
| |
| |
| Bases for Segmenting Tourism Markets | |
| |
| |
| Geographic Segmentation | |
| |
| |
| Socioeconomic and Demographic Segmentation | |
| |
| |
| Psychographic Segmentation | |
| |
| |
| Behavioral Segmentation | |
| |
| |
| Steps in Selecting Market Segments | |
| |
| |
| Criteria for Effective Segmentation of Tourism Markets | |
| |
| |
| Target Marketing | |
| |
| |
| Regional Targeting Options | |
| |
| |
| Limitations on the Selection of Regional Target Markets | |
| |
| |
| Specific Tourism Market Segments in Canada | |
| |
| |
| Specific Tourism Market Segments in South Africa | |
| |
| |
| The Conference Market | |
| |
| |
| The Black Tourist Market | |
| |
| |
| Regional Positioning Strategy | |
| |
| |
| Examples of Positioning Strategies | |
| |
| |
| Steps in Developing a Regional Positioning Strategy | |
| |
| |
| Summary | |
| |
| |
| |
| Regional Marketing Mix Strategy | |
| |
| |
| Introduction | |
| |
| |
| Prerequisites for Effective Regional Marketing Mix Development | |
| |
| |
| The Components of the Regional Marketing Mix | |
| |
| |
| Product Strategy | |
| |
| |
| Nature and Characteristics of the Regional Tourism Product | |
| |
| |
| Product Mix Decisions | |
| |
| |
| Managing Existing Regional Tourism Products | |
| |
| |
| New Product Development | |
| |
| |
| Criteria for Deciding on New Products | |
| |
| |
| The Product Life Cycle Concept | |
| |
| |
| The Product Life Cycle as a Guideline for Strategy | |
| |
| |
| Extension of the Product Life Cycle | |
| |
| |
| Pricing Strategy | |
| |
| |
| Tourists' Perception of Price | |
| |
| |
| The Role of Price in the Marketing Mix | |
| |
| |
| Setting Pricing Objectives | |
| |
| |
| Choosing Pricing Strategies | |
| |
| |
| Cost-oriented Pricing | |
| |
| |
| Competition-oriented Pricing | |
| |
| |
| Demand-oriented Pricing | |
| |
| |
| Pricing Strategies for New Tourism Products | |
| |
| |
| Distribution Strategy | |
| |
| |
| The Tourism Distribution System | |
| |
| |
| The Choice of Distribution Channels | |
| |
| |
| Promotion Strategy | |
| |
| |
| Promotion as a Key Strategic Variable | |
| |
| |
| Developing a Regional Promotional Strategy | |
| |
| |
| Identifying Target Audiences | |
| |
| |
| Determining Promotional Objectives and Tasks | |
| |
| |
| Determining the Promotional Appropriation | |
| |
| |
| Determining the Promotional Mix | |
| |
| |
| The Promotion Mix | |
| |
| |
| Evaluation and Control of the Promotional Program | |
| |
| |
| Summary | |
| |
| |
| |
| Regional Organization and Management Supporting Systems | |
| |
| |
| Introduction | |
| |
| |
| Regional Tourism Organizations | |
| |
| |
| The Role of Regional Tourism Organizations in Regional Tourism Development | |
| |
| |
| Regional Organization Design | |
| |
| |
| The Relationship between Regional Tourism Organizations and Other Regional Bodies | |
| |
| |
| Regional Management Supporting Systems | |
| |
| |
| A Regional Marketing Information System | |
| |
| |
| A Conceptual Framework for a Regional Tourism Marketing Information System | |
| |
| |
| The Implementation of a Regional Tourism Marketing Information System | |
| |
| |
| A Regional Planning System | |
| |
| |
| The Benefits of a Formal System for Planning | |
| |
| |
| The Format of a Regional Tourism Planning System | |
| |
| |
| Designing the Planning System | |
| |
| |
| A Procedure for Developing the Initial Planning System | |
| |
| |
| A Regional Marketing Evaluation System | |
| |
| |
| Annual Plan Evaluation | |
| |
| |
| Feasibility Evaluation | |
| |
| |
| Strategic Evaluation | |
| |
| |
| A Guide to Conducting a Regional Strategic Marketing Audit | |
| |
| |
| Utilization of the Regional Tourism Audit | |
| |
| |
| Summary | |
| |
| |
| |
| Summary and Conclusions | |
| |
| |
| Introduction (Chapter 1) | |
| |
| |
| A Framework for Tourism Planning and Marketing (Chapter 2) | |
| |
| |
| Environment and Resource Analysis (Chapter 3) | |
| |
| |
| Regional Goal and Strategy Formulation (Chapter 4) | |
| |
| |
| Target Marketing and Regional Positioning Strategy (Chapter 5) | |
| |
| |
| Regional Marketing Mix Strategy (Chapter 6) | |
| |
| |
| Regional Organization and Management Supporting Systems (Chapter 7) | |
| |
| |
| Recommendations | |
| |
| |
| References | |
| |
| |
| Index | |