This document discusses resort marketing and sales promotion. It covers fundamentals like SWOT analysis and market research techniques. SWOT analysis examines a resort's strengths, weaknesses, opportunities, and threats. Environmental scanning considers political, economic, social, and technological factors. The document also outlines market segmentation, positioning, advertising media, external promotion methods like direct mail and events, and internal promotion techniques.

1. Chapter 12
Resort Marketing and
Sales Promotion
World of Resorts: From Development to Management
Third Edition
(424TXT or 424CIN)
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2. Competencies for
Resort 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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3. SWOT Analysis
• Strengths
• Weaknesses
• Opportunities
• Threats
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4. Environmental Scanning
PEST forces:
• Political factors
• Economic/ecological considerations
• Social changes
• Technological developments
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5. Market Outreach Techniques
• Analysis of guest histories
• Group tracking
• Analysis of sales volumes/trends
• Guest questionnaires
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6. Advertising Media
• Newspapers
• Magazines
• Travel industry journals/directories
• Travel guides/government
publications
• Business journals
• Outdoor advertising
• Radio
• Television
• The Internet
•
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7. External Promotion
• Direct selling
• Collateral materials
• Direct mail
• Handling inquiries/reservations
• Familiarization trips
• Packaging
• Events/special promotions
• Loyalty programs
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8. Internal Promotion
• Word-of-mouth
• Delivery of promise
• Signature products and design
• Personal selling
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