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business
marketing strategy

Questions and Answers of Marketing Strategy

1.What are the key characteristics of destinations?
1.To suggest some of the characteristics of future DMOs.
1.To pinpoint expected future trends and potential challenges for destinations and DMOs.
1.To identify and explain the current and future issues affecting destination management and marketing.
1.Identify and describe a select number of excellent business event marketing and promotion campaigns.
1.Discuss a systematic, step-by-step approach to the marketing of business events.
1.Describe the role of RFPs (requests for proposals) in the business event markets.
1.Detail the roles of incentive travel planning companies, and explain the trend of convergence of meetings and incentive travel trips.
1.Explain the roles played by professional congress/conference organizers and independent meeting or event planners.
1.Elaborate upon the recent trends for business travel and business events.
1.Review the major challenges in the marketing and development of business travel and business events.
1.Explain the benefits of business travel and business events.
1.Discuss the size and importance of business travel and business events in selected countries.
1.Define the major segments of business travel and business events.
1.Explain a general procedure for marketing and promotion towards international pleasure and leisure travel markets.
1.Review selected market segments that have demonstrated recent growth potential.
1.Identify and profile the emerging geographic origin markets.
1.Discuss the major challenges involved with inbound international tourism to destinations.
1.Elaborate on the trends and prospects for international tourist arrivals.
1.Indicate the size of the worldwide international tourist market and the distribution of tourist arrivals by region and for the leading destination countries.
1.Pinpoint the reasons the positive impacts of the VFR market are sometimes underestimated.
1.Examine the visiting friends and relatives (VFR) market, and explain its importance for domestic tourism.
1.Identify and describe a select number of domestic tourism marketing and promotion campaigns.
1.Discuss a systematic, step-by-step approach to the marketing of domestic tourism.
1.Overview selected special-interest markets, including agritourism, golf, museum and theme park travel.
1.Describe some major segments of domestic tourism including the family, multi-generational and luxury travel markets.
1.Review the major challenges in the marketing and development of domestic tourism.
1.Elaborate upon the recent trends and prospects for domestic tourism.
1.Discuss the size and importance of domestic tourism in selected countries, and compare the domestic and international tourism contributions.
1.Explain the benefits of domestic tourism.
1.Review the recent market trends in tourism.
1.Elaborate on market segmentation in tourism and the main ways of classifying people into distinct groups.
1.Review the process of travel purchase behaviour, and pinpoint the different stages that travellers tend to go through.
1.Explain the process by which destination images are formed and how destination images impact upon destination selection.
1.Identify and explain the factors that affect people’s selection of destinations.
1.Describe people’s motivations in visiting tourism destinations for leisure trips.
1.Explain recent ICT innovations and their applications for destinations, including augmented reality, virtual reality and artificial intelligence.
1.Review some of the ICTs available to travellers, such as GPS, geotagging, cashless payment systems and smart cards, Google Trips, ereaders, and wikis.
1.Define information and communication technologies (ICTs), and give a brief history of their development.
1.Suggest how the performance of DMO digital marketing should be evaluated.
1.Discuss other components of digital marketing, including traveller review sites, podcasts, short messaging services (SMS), virtual visitor guides and brochures, and big data analysis.
1.Elaborate on the application of e-mail marketing and mobile chat apps by DMOs.
1.Describe mobile phone and smartphone apps and how DMOs use them.
1.Briefly describe the major social networking services.
1.Review social media and how they are used by DMOs.
1.Explain search engine marketing and optimization.
1.Identify the characteristics of effective websites.
1.Discuss the major roles and marketing functions of DMO websites.
1.Explain content creation, and highlight the types of content that DMOs curate.
1.Identify the main components of digital marketing.
1.Elaborate on the functions that digital media play for visitors.
1.Define digital marketing, and explain its growing importance to DMOs.
1.Discuss the steps involved in the planning, implementation and evaluation of an IMC campaign.
1.Review the concept of theme and event years as a basis for DMO integrated marketing communications.
1.Elaborate on the relationship between movies and films and destination marketing and development.
1.Explain the concept of crowdsourcing and the different ways that this concept can be applied in destination integrated marketing communications.
1.Identify the main digital marketing techniques and venues.
1.Describe the different sales promotion and merchandising techniques.
1.Point out the roles played by sales promotion and merchandising for DMOs.
1.Identify a DMO’s internal and external publics.
1.Review why public relations and publicity are required for a DMO to build and maintain relationships with its multiple publics.
1.Describe how personal selling is essential for DMOs in securing business from specific market segments, and identify the roles of personal selling in destination marketing.
1.Explain the importance and roles of advertising in promoting a destination.
1.Identify and elaborate upon each of the major components of integrated marketing communications.
1.Define integrated marketing communications, and explain the benefits that DMOs derive by following this approach.
1.Describe the elements of the basic model of communications.
1.Describe the brand promise concept.
1.Outline and describe the steps to be followed in destination branding.
1.Explain the classic concepts of branding.
1.Review the characteristics of a good destination brand.
1.Pinpoint why destination brands sometimes fail.
1.Elaborate upon the major challenges in implementing destination branding.
1.Discuss the relationships among destination positioning, image and branding.Identify and describe the importance and benefits of destination branding.
1.Explain the positioning–image–branding approach, and define these three interconnected concepts.
1.Identify other reasons for visitor management efforts.
1.Explain the application of yield management to destinations.
1.Describe the need to monitor and manage visitor behaviour.
1.Review visitor expectations, experiences, enjoyment and satisfaction.
1.Explain the provision of visitor interpretation, education and information.
1.Detail the procedures for crisis and disaster management for destinations.
1.Elaborate on the importance and steps required to assure visitor safety and security within destinations.
1.Detail the procedures in visitor planning, monitoring and management.
1.Review resource protection and conservation from the visitor management perspective.
1.Describe the reasons for and benefits from visitor management.
1.Explain the ADVICE model for visitor management.
1.Define visitor management.
1.Identify and review the types of risk to which DMOs and destinations are exposed and how they should handle risk management.
1.Review how the chairpersons of boards of directors can be influential in DMO governance.
1.Define bylaws and how they affect destination governance.
1.Discuss the different funding mechanisms and sources available for DMOs.
1.Explain how DMO organizational structures are related to destination governance.
1.Identify the ways in which DMOs can measure performance.
1.Explain the concept of transparency and how this applies to a DMO.
1.Describe accountability and the actions required of a DMO to demonstrate it is accountable.
1.Define the term destination governance and identify the dimensions of governance.
1.Review the links from destination leadership and coordination to governance.
1.Explain destination coordination and how DMOs accomplish coordination.
1.Discuss the silo effect and its presence in the tourism sector and destinations.
1.Elaborate on ethical codes and practices for DMOs and their leaders.
1.Define corporate social responsibility (CSR) and how it is applied in destination management.

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