Tourism marketing: Concept for event-tourism in Edinburgh
Seminar paper from the year 2007 in the subject Tourism, grade: 2,3, University of Abertay Dundee (University of Abertay, Dundee), 25 entries in the bibliography, language: English, abstract: Executive Summary Introductorily, tourism markteing and its special impacts and requirements are defined. An overview on idea of the concept introduces the main body of this essay. Then, the local trends, the visitors pattern of demand and the existing/potential market are investigated. On this basis the idea is veryfied by a strategic positioning within the local competition. A final analysis of the concepts strengths and opportunities, weakness and threats closes the diagnostical part of this essay. Rusulting from this diagnosis the prognosis is developed. This prognostical part breaks down the further illustrated strategy to concrete objectives and measures. A critical view on the succes of the developed concept takes up the in the introduction mentioned special requirements for tourism marketing and its complexity. Introduction The aim of this essay is to marketing a tourist attraction in Edinburgh. The popularity and the beauty of Edinburgh very much helps to develop a benefiting marketing strategy. But beside that, what do one have to take into account developing tourism marketing? On one side we find similarities between “common product marketing” and tourism marketing. Both need to put the customer/visitor at the heart of the corporation and provide a customized service (Kotler, P.; Bowen, J. T.; Markens, J. C., 2005, p.:10). On the other side, the highly visibly difference between them is the nature of the product. While the normal product is tangible, the city which should be promoted is much more complex. The flair of a city consists of much more then its tangible things like its attractions, buildings, gastronomity etc. Furthermore its intangible things as such as its people, atmosphere, its culture, service and hospitality (Kolb, B. M., 2006, p.: 10) make the difference. Therefore city marketing should develop a sensitivity for all its tangible and intangible things, in order to promote a beneficial and unique image which attracts its potential visitors. Especially If one want to develop a suitable, successful attaction in this city one has to be especially aware of the (promoted) image of the city with all its tangible and intangible things. Furthermore, it also enables one to utilize and combine the citys positive salient factors for promoting the city in general and the attraction especially.
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