Vocab
The state of being dependent upon one another.
What is interdependency?
The process of persuading a potential customer to buy a product or service.
What is sales promotion?
Websites, publicity materials, use of social media, email marketing, public relations (PR), advertising (sales promotion), word of mouth, and signage.
What communication methods are used to raise awareness of the destination’s brand identity?
Ranking, content, web, backlinks, measurement, and target group.
What are different aspects of search engine marketing?
Tourism where volunteers help in setting up and running sustainable tourism projects.
What is voluntourism
A website that is a vital tool in raising customer awareness of tourism products and services.
What is TripAdvisor?
Costs, global reach, 24-hour marketing, lead times, options for personalization/customization, and the ability to track success and conversion rates.
What do brands consider before selecting communication methods?
How widely the message is spread among potential visitors from around the world.
What is global reach?
The number of sales made as a direct response to a customer having received a brand message from one of the marketing communication methods.
What is a conversion rate?
Owned media, paid for media, earned media, and shared media.
What are the four different media used to communicate the destination’s brand identity?
A business measure used to evaluate factors that are crucial to the success of an organization.
What are key performance indicators (KPIs)?
The five major media of the press, TV, radio, cinema, and outdoor marketing.
What is above the line media?
Destination popularity ranking, changes in arrival numbers, changes in visitor spend, average length of stay and occupancy rates, job creation/job losses within the tourism sector, and changes in market share and in brand awareness.
What are some key performance indicators (KPIs) used in evaluating the success of a destination brand?
Product diversity and intangibility of tourism, the importance of reputation and image, diversity of organizations and partners involved, lack of funding for marketing, competition in the market, and social, economic, and political factors.
What are branding challenges?
Types of marketing communications that use alternative methods to the five major media to contact an audience, such as direct mail, point of purchase displays, sales promotion, and sponsorship.
What is below the line media?
Monitoring resources invested and the results of the marketing activities, surveys of visitors and providers, website traffic and social media response rates, search engine optimization, and the use of trade promotions and PR.
What are some methods used to monitor the effectiveness of the brand?