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Chapter 12Resort Marketing and

Sales Promotion

World of Resorts: From Development to Management

Third Edition

(424TXT or 424CIN)

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Competencies forResort Marketing and Sales Promotion

1. Summarize the fundamentals of resort marketing, including SWOT analysis and the resort mission statement.

2. Describe marketing research and analysis activities, including environmental scanning, destination marketing, and market outreach techniques.

3. Explain the concepts of market segmentation and positioning.

4. Discuss the marketing tools of advertising, promotion, and publicity.

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SWOT Analysis

• Strengths• Weaknesses• Opportunities• Threats

3

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Environmental Scanning

PEST forces:• Political factors• Economic/ecological considerations• Social changes• Technological developments

4

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Market Outreach Techniques

• Analysis of guest histories• Group tracking• Analysis of sales volumes/trends• Guest questionnaires

5

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Advertising Media

• Newspapers• Magazines• Travel industry journals/directories• Travel guides/government publications• Business journals• Outdoor advertising• Radio• Television• The Internet• Mobility marketing

6

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External Promotion

• Direct selling• Collateral materials• Direct mail• Handling inquiries/reservations• Familiarization trips• Packaging• Events/special promotions• Loyalty programs

7

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Internal Promotion

• Word-of-mouth• Delivery of promise• Signature products and design• Personal selling

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