UAE – Dubai (Tourism class)
Your team has previously conducted research to conclude which attractions/activities are most important to market to potential tourists. It is now your team’s task to develop a marketing plan for your location.
1. The first section of your report will focus on market segmentation for the attractions and location you chose in Part A of your report.
a. Using the primary attractions/activities identified in Part A, describe in detail who you believe the primary target markets should be for your location.
b. Include specific demographics, VALS classification, tourists type and more. Be thorough in your explanations. BRANDY
2. Based on your inventory of attractions and the determination of your primary target markets, research and identify 1 destination per group member that you believe are competition for your locations.
a. Describe in detail why each competing location is believed a competitor to your location.
b. Use SWOT for each location compared to your chosen city.
c. You can submit this in a SWOT Matrix for each location
3. Refer to our class discussions, and identify socio- cultural or environmental factors affecting or enhancing your location.
o Identify and describe 2 positive or negative factors.
o If negative- are actions in place to change these
o If positive- how are these factors used to enhance your location
4. Create a travel plan for your destination
o Create a 3 day vacation (excluding travel time to and from) to your destination based on one of the following tour types:
o Heritage, adventure, ecotourism, food/wine, sports, event, volunteer, backpacker or leisure
o Include travel options leaving from College Station (or nearby airport/train/bus/boat station), lodging options, sites to visit, dining ideas, and an estimated total for the trip for 1 adult.
o The itinerary will be part of your in class presentation. The more creative and detailed, the better the grade.
5. Finally, create 2 Marketing tools for your destination. Using your identified target markets and primary attractions, develop marketing tools to create awareness and interest that will drive tourists from competing sites to your location.
o Marketing ideas can include a print advertisement for a travel magazine, a brochure to be distributed in travel agencies or elsewhere, or another print media idea. You may also develop a promotion for your location (contest where the winner is awarded the trip you have created- remember this needs to be marketed somewhere/somehow). TV commercials are also acceptable- you can either shoot a commercial (with video camera, no fancy editing needed) with your group, or use outlines to describe your commercial during your presentation.
o One of your Marketing tools must include social media. Your team can develop a website, Facebook page, Twitter account, or other social media marketing outlet for your location. Actually developing a webpage, or social media site is encouraged. You do not however need to officially register the site. Please show the site during your presentation and provide printed copies of it with your report. Include in your findings what information the site will focus on, who will manage the site, when it will be updated and what its main purpose is.
o Identify the 8 P’s in each of your advertisements/marketing tools. It is ok if some are not represented, but make sure to note why they are not. This can be written on a separate page, following each of your advertisements in the report.
o Your Marketing ideas will be part of your presentation. The more creative and more relevant to your target, the better the grade.
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