Market Information - Target market =
Marketing Objectives – where do we want to be?
Branding = a. Justification for the proposed branding theme based on the target market and key components of the destination =
Promotional campaign – how will we get there?
Cooperative Elements a. Outline cooperative opportunities available for local operators to participate in the campaign
Evaluation – how will we know if we have arrived?
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For the purpose of destination analysis several factors have been taken into consideration that affects Queenstown as one of the destination. One of the key factor is socio-cultural whose impact is quite positive as the residents living in the Queenstown focuses on following their values and beliefs. Further, cultural impact has been witnessed with the changes in arts, customs, rituals and architecture (Queenstown New Zealand, 2018). Different cultural and heritage activities linked with Queenstown involves wine and culture tour, rich Maori heritage is present and it is considered as the home to actors, musicians, dancers and artists.
Another factor is economic condition where tourism industry is the major economic driver with annual expenditure of $2billion in the year 2016. Queenstown recorded significant rise of 19.2% in the international expenditure to $1.395 billion. The top 5 international market of the Queenstown involve China, USA, UK, Australia and Rest of Asia (Department of infrastructure and planning, 2015). The economic performance of Queenstown is sound and employment level is increasing with the development of the tourism industry. Sound economic condition is having positive impact on Travel-Generating Region (TGR) as it is generating market for tourism and in turn more tourism services are introduced for satisfying the need of the tourists. In case if in near future Transit Route region (TR) will be developed then transportation facilities will be improved where more flights and other modes will be available for reaching Queenstown. It is expected that visitors spending will grow in the year 2018 (Költringer & Dickinger, 2015).
Physical environment of Queenstown is developed where natural places, sports, sightseeing and other form of activities provides remarkable experience to the tourists. Along with this infrastructure of hotels, pubs and café are highly developed. In case if the physical infrastructure is attractive then it will positively influence tourist destination region (TDR) as more tourists will be attracted. Political factors are also in favor where government focuses on development of infrastructure and building entire tourism industry for generating more employment and this is beneficial from tourism point of view.
Large number of attraction places
Natural places such as parks etc
Place to explore Weaknesses
Lack of employment opportunities
Lack of industrial area
Internet service is one of the barrier in the remote areas
Adoption of advanced technology can support in development of community
Encouraging businesses to invest in the area so that development of town can take place at faster pace
Commercial hub can be developed that can reflect the art, craft of the local community Threats
Pollution is damaging the natural environment
The key components of the destination that can be promoted involves natural beauty, majestic mountains, adventure and along with this natural parks and areas that promotes natural beauty are also present (Boes, Buhalis & Inversini, 2015).
The main reason behind undertaking all these components is that they can easily influence the purchase behavior of the travelers and in turn can provide them unique experience.
Mainly the promotional materials associated with destination and those of competitors is advertising with the help of print media, electronic media that allows in highlighting the unique features of the destination.
The main competitors of Queenstown from tourism point of view involves Wellington, Rotorua and Wanaka. All these three competitors are famous from tourism point of view and different tourist places are present within these destinations that can attract customers (Pike & Page, 2014).
The main market that will be targeted involves youngsters who mainly prefers to visit different places on continuous such as different form of attraction places that involves wildlife and nature, biking, Fiordland national part etc. Main natural places are present within the Queenstown and people prefer to visit nature based places will be the main target market for this destination
The destination’s appeal to market is quite effective where the places present within Queenstown can provide remarkable experience to the tourists. Tourists can visit different places linked with nature and they can gain knowledge regarding the same (Boes, Buhalis, & Inversini, 2015). The marketing campaign that will be applicable involve social media and the market has high growth potential as numerous tourist destinations are present in Queenstown linked with adventurous sports, national parks etc that can attract tourists from the different areas. In near future with the rise in level of publicity the demand for tourist places will increase especially when the unique attributes in the tourist places will be highlighted.
Considering the demographic attribute tourists of every region will be targeted and there will be no such specific region in which marketing will be conducted. In short, the entire geography will be covered and the attributes of the destination will be highlighted at global level.
In case of psychographic attribute the customers will be segregated on the basis of life style, social class, personality and values (Beritelli, Bieger & Laesser, 2014). Individuals who are quite modern and prefer to spend a lot on tourism related activities will be targeted. So, lifestyle is one of the most appropriate criteria in case of psychographic segmentation
Timely: mainly time frame of 1 month is mainly required so as to accomplish the objectives framed. In this time period different tactics will be adopted that will assist in enhancing awareness level regarding the tourist places present in Queenstown
In case of Queenstown the branding theme will be “Adventure and sports activities for leisure”. This theme will clearly highlight the range of benefits that this destination can provide to the tourist and in turn they can take advantage of such activities. Key components of the destination involves sports activities, adventure activities, natural parks, lakes and other point of interests are present that contributes a lot in enhancing the demand for tourism within Queenstown (Queenstown Town Centre Strategy, 2009). With the motive to attract tourists from the different areas the above mentioned components will be highlighted in front of the tourists with the help of different marketing tactics. The theme mentioned will surely assisting in attracting tourists and it will be possible for them to know about the different places of attraction present in Queenstown.
Key phrase: “Visit Queenstown and experience the real world of adventurous, sports and other form of activities”
“Queenstown the natural beauty”
For promotion purpose discount can be offered on the accommodation service that can assist in attracting tourists from all over the globe. 5% discount hotel on the luxury hotels located in Queenstown. So, this will be used for promotion purpose.
Destination will be promoted for the time period of 1 month on the social media platform. Mainly the actions that will be taken involves designing promotion content that will take time period of 10 days. Content developed will be ensured by the marketers so as to ensure whether it is attractive or not. In the second stage content will be tested on social media platform so as to know whether customers are liking the content or not (Mason, 2015). So, on the basis of response of customers the content will be finalized. In the last stage promotional content will be posted on facebook page that will provide information on all the tourist attraction places present in Queenstown.
Advertising as one of the promotional tool will be adopted where promotional with the help of social media platform such as facebook that will be undertaken for highlighting the unique attributes in Queenstown as one of the tourist destination (Zehrer, Smeral, & Hallmann, 2017). It will surely assist in attracting visitors towards this place and in turn the demand for tourism will significantly rise. One of the main advantage of using this promotional technique will be that it will assist in promoting destination at global and overall publicity will be broader.
Item Cost (NZ$)
Staff employed 160
Campaign funding 500
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Mason, P. (2015). Tourism impacts, planning and management. Routledge.
Pike, S., & Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism management, 41, 202-227.
Queenstown New Zealand, (2018). Queenstown Culture & Heritage. [Online]. Accessed through < https://www.queenstownnz.co.nz/things-to-do/culture-and-heritage/>. [Accessed on 13th April 2018].
Queenstown Town Centre Strategy, (2009). [Online]. Accessed through < http://www.qldc.govt.nz/assets/OldImages/Files/Strategies/Town_Centre_Strategies/Queenstown_Town_Centre_Strategy.pdf>. [Accessed on 13th April 2018].
Vanhove, N. (2017). The Economics of Tourism Destinations: Theory and Practice. Routledge.
Zehrer, A., Smeral, E., & Hallmann, K. (2017). Destination Competitiveness—A Comparison of Subjective and Objective Indicators for Winter Sports Areas. Journal of Travel Research, 56(1), 55-66.