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Destination Branding
Destination Branding
What is Marketing?
Marketing is the sum total of
the activities involved in getting
products and services from
producer to customer.
Ensuring the right product is
developed at the right time.
Promoted at the right time
Promoted at the right prices
Satisfies the customer
Marketing Challenges
The marketing of tourism is different
from other industries based off the
characteristics of tourism, which
includes,
• Demographic Segmentation
In demographic segmentation, the market is
divided into groups on the basis of age and other
variables such as income, social class and
generation (generation x). One reason this is the
most popular consumer segmentation method is
that consumer wants, preferences, and usage rates
are often associated with demographic variables.
Another reason is that demographic variables are
easier to measure.
11/17/21 Philip Kotler - Marketing 9
Management Millenium Edition,
• Psychographic Segmentation
In psychographic segmentation, buyers are divided into
different groups on the basis of lifestyle or personality and
values. People within the same demographic group can
exhibit very different psychographic profiles.
• Behavioral Segmentation
In behavioral segmentation, buyers are divided into groups
on the basis of their knowledge of, attitude toward, use of,
or response to a offering Many marketers believe that
behavioral variables—occasions, benefits, user status, usage
rate, loyalty status, buyer-readiness stage, and attitude—are
the best starting points for constructing market segments
S u p p l ie r R e c e iv i n g V is u a l I n s p e c t i o n
V is u a l I n s p e c t i o n S to re In v e n to r y C a t a lo g
Benefit Pyramid
P r e p a r e s h ip m e n t S hip C u st o m e r
What
is the
essential nature Level 5
and character of
the brand?
What does value mean for
the typical repeat visitor? Level 4
What psychological rewards or
emotional benefits do people
get by visiting this destination?
Level 3