Essay on "Marketing Places and Spaces"
Essay 5 pages (1846 words) Sources: 2
[EXCERPT] . . . .
This consistency does have its detriments. The serious tone and images might be worrisome for families looking to entertain hyperkinetic children, despite the occasional use of an explanation point and slightly simpler language on the child-focused areas of its website. Interestingly given the international focus of the website and its art, other than occasional photographs of modern artists, the images of tourists enjoying themselves are relatively homogeneous, in terms of ethnicity. However, given that the focus is on the art, this 'bias' is less obvious than with the Napa site.Conclusion
As seen in the contrast between the two positioning strategies of segmentation of Napa Valley and V&A, segmentation itself can be quite targeted or quite diverse. It can focus on a single market segment like Napa, or a broad array of segments spanning from local art students to families with children from abroad like the V&A. But as well as inclusive language, both websites need to have greater pictorial as well as verbal diversity: to draw tourists, the image of the location must make people want to visit and it is not enough to simply tell them they should.
Works Cited
"About family art fun." V&A. Web. 1 Dec 2013.
http://www.vam.ac.uk/content/articles/a/families/
"Booking an educational visit to the V&A." V&A. Web. 1 Dec 2013.
http://www.vam.ac.uk/content/articles/b/booking-education-visit/
"Chapter 9 class notes." University of Delaware. Web. 1 Dec 2013.
http://www.udel.edu/alex/chapt9.html
download full paper ⤓
"Getting here." Web. 1 Dec 2013.
http://www.vam.ac.uk/visiting/visitor-information/#getting-here
Kitchen, Philip & De Pelsmacker, Patrick. Integrated marketing communications: A primer.
Routledge: New York, 2004.
McCabe, Scott. Marketing communications in tourism and hospitality: Concepts, strategies and cases. Butterworth-Heinemann: London, 2009.
"Visitor research." V&A. Web. 1 Dec 2013. http://www.vam.ac.uk/content/articles/v/visitors/
"Wineries." Napa Valley. Web. 1 Dec 2013.
http://www.visitnapavalley.com/napa_valley_wineries.htm READ MORE
Quoted Instructions for "Marketing Places and Spaces" Assignment:
“Choose 2 visitor attraction for which its visitor data and its marketing objectives are publicly available in english. Also select two examples of their marketing communication.
What is segmentation? ( Give an academic definition and cite your source, if possible use a definition from the sources I provided) Which visitor segments are key for your chosen attraction?( provide evidence) There are 4 segments, geographic, demographic, psychographic and behavioral explain all
Which visit segments do the marketing communications aim to attract?( Which product attributes are being promoted? which visit groups are targeted? How is the attraction positioning itself?)
Which recommendations would you give the attraction to improve their marketing communication? what are the weaknesses and strengths?
The first Visitor attraction/ destination is Napa Valley. http://www.visitnapavalley.com/research_statistics.htm Here you can find statistical information. You may concentrate on Ballon rides http://www.visitnapavalley.com/tours-balloons_above_the_valley_778.htm
the second attraction/ destination is http://www.vam.ac.uk/content/articles/v/visitors/
Provide a brief introduction about the attraction and a conclusion outlining your recommendations
Sources!
Inkson, Clare and Minnaert, Lynn. Tourism Management: An introduction. *****: London, 2012. Chapter 13
McCabe, Scott. Marketing communications in tourism and hospitality : concepts, strategies and cases. Butterworth-Heinemann: London, 2009. (Available on campus via Science Direct website, http://www.sciencedirect.com/science/book/9780750682770)
Kitchen, Philip and De Pelsmacker, Patrick. Integrated marketing communications: A primer. Routledge: New York, 2004.
Any marketing communications textbook or marketing introductory text will include chapters on advertising and promotion. Please use at least 3 ACADEMIC sources to underpin your discussion.
How to Reference "Marketing Places and Spaces" Essay in a Bibliography
“Marketing Places and Spaces.” A1-TermPaper.com, 2013, https://www.a1-termpaper.com/topics/essay/marketing-places-spaces-market-segmentation/9926482. Accessed 28 Sep 2024.
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