DMAI Fundamentals - Chapter 6 - Product Development

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Chapter by chapter slides based on "Fundamentals of Destination Management and Marketing," provided by Destination Marketing Association International in cooperation with American Hotel & Lodging Association Education Institute.

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DMAI Fundamentals - Chapter 6 - Product Development

  1. 1. © 2005, Educational InstituteChapter 6Product DevelopmentFundamentals of Destination Management and Marketing(323TXT)
  2. 2. © 2005, Educational InstituteFour Ps of MarketingTraditional• Place• Price• Product• PromotionFor CVBs• Persistence• Professionalism• Persuasion• Promotion
  3. 3. © 2005, Educational InstituteProducts CVBs Promote• Convention centers• Headquarter hotels• Visitors information centers• Attractions, events, and cultural offerings• Packages combining projects• Transportation/accessibility• Services
  4. 4. © 2005, Educational InstituteConvention Centers• Largest budget item and point of emphasis for CVBs• Four unique aspects of convention sales The event will occur no matter what. Winner-takes-all; no switchpitch. Very little business is retained. Time from sale to consumption is usuallymeasured in years.
  5. 5. © 2005, Educational InstituteHeadquarter Hotels• Hotels have always been CVBs’ closestmarketing allies.• CVBs must remain impartial, but will supportefforts to form a convention lodging complex.• The value of marketing overnight stays istwofold.o Increased lodging tax revenueo Increased food, shopping, and transportationspending
  6. 6. © 2005, Educational InstituteVisitors Information Centers• CVBs can sell a destination by providing a wealthof information about its tourism products.• Centers should have staff on hand to sell travelerson extending their stay in the destination.• Marketing tools include signs, maps, and listingsin guides and on Web sites.
  7. 7. © 2005, Educational InstituteAttractions• Visitors come to destinations because of theiractivities or events.• CVBs try to illustrate how specific attractionsmake their destination special.• CVBs should present clear, accessible, detailedattractions information in their visitors guide andon their Web site.
  8. 8. © 2005, Educational InstituteProduct Packages• Creative combinations of elements can lead totour ideas that can be marketed to travel agents. Europe Without a Passport The Adventure That Lewis and Clark Missed Seeing Stars• Packaging of destination products is modeled afterthe cruise industry.
  9. 9. © 2005, Educational InstituteTransportation and Accessibility• The perception of inaccessibility can be a majormarketing obstacle.• Destinations should emphasize the ease ofgetting there.• Money should be invested back intotransportation infrastructure.• Put links to transportation services on the CVBWeb site.
  10. 10. © 2005, Educational InstituteCVB Product Marketing DilemmaAccountability without authority:• CVBs depend on the rest of thedestination to provide products.• CVBs make marketing promises thatothers must keep.
  11. 11. © 2005, Educational InstituteProduct Life Cycle• Includes four stages:1. Introduction2. Growth3. Maturity4. Decline or rebirth• First applied to destinations by R.W. Butlerin 1980
  12. 12. © 2005, Educational InstituteCommunity Visioning• An exercise in strategic planning that centers on aproduct plan for tourism• Can raise awareness about the value of tourism toa destination• Can define or affirm the destination brand• May provide valuable research a CVB cannotafford on its own• Must be followed by action

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