Macau Tourism Analysis
Introduction:
Macau is one of an interesting destination of China that has special administrative regions of China. It is located on the western side of the Pearl River Delta and face to the South China Sea to the east and south. Macau is a place where existing two cultures of Euro-Asian cultural heritage attract tourists from all over the world. Macau is known as a destination where provides entertainments for tourists such as theme parks, nightclubs and shopping experiences, casino. In addition, it owns superior MICE facilities to cater for business travel segments. This article will identify the communication objectives of Macau and through it to run the advertising campaign “Macau, city with full of experience” as well as using the different tools of media and promotion to promote to travel leisure and business travel tourists to achieve the objectives such enhance the general sales, create the customer’ awareness and increase more value for Macau image
Communication objectives:
According to Belch (2012), setting an objective is an integral part of planning process which will bring the impact on the promotional planning and can measure the effectiveness. The major function of objective is to enhance the general sales, create the customer’s awareness and increase more value of Macau image. The good objectives are including specific, measurable, achievable, realistic and time bound (Belch, 2012) (Appendix 1).
Communication process:
The communication process could be used the symbols and picture to represent the message to deliver to the receivers (Williams, 2010). Moreover, the communication process is very important to choose a communicator who can be receiver perceived as knowledgeable and related to the destination in tourism marketing (William, 2010).
The source of communication for Macau travel destination is the colorful lotus (Appendix 2). It shows that the attractive of Macau such as the harmony between ancient and modern culture, interesting
Macau is one of an interesting destination of China that has special administrative regions of China. It is located on the western side of the Pearl River Delta and face to the South China Sea to the east and south. Macau is a place where existing two cultures of Euro-Asian cultural heritage attract tourists from all over the world. Macau is known as a destination where provides entertainments for tourists such as theme parks, nightclubs and shopping experiences, casino. In addition, it owns superior MICE facilities to cater for business travel segments. This article will identify the communication objectives of Macau and through it to run the advertising campaign “Macau, city with full of experience” as well as using the different tools of media and promotion to promote to travel leisure and business travel tourists to achieve the objectives such enhance the general sales, create the customer’ awareness and increase more value for Macau image
Communication objectives:
According to Belch (2012), setting an objective is an integral part of planning process which will bring the impact on the promotional planning and can measure the effectiveness. The major function of objective is to enhance the general sales, create the customer’s awareness and increase more value of Macau image. The good objectives are including specific, measurable, achievable, realistic and time bound (Belch, 2012) (Appendix 1).
Communication process:
The communication process could be used the symbols and picture to represent the message to deliver to the receivers (Williams, 2010). Moreover, the communication process is very important to choose a communicator who can be receiver perceived as knowledgeable and related to the destination in tourism marketing (William, 2010).
The source of communication for Macau travel destination is the colorful lotus (Appendix 2). It shows that the attractive of Macau such as the harmony between ancient and modern culture, interesting
References: Baskin, O., and Aronoff, C.E. (1992). Public Relations: The profession and the practice Barrow, C. (2005) The Business Plan Work Book 5th edition, Kogan Page Business Books Belch, G Buttle, F.A. (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing 6 pp.241-254. Retrieved June 29, 2012, from http://buttleassociates.com/doc/WOMJSM.pdf Cutlip, S., Center, A., & Broom, G Grunig, J.E., and Hunt, T. (1984). Managing Public Relations. Fort Worth: Holt, Rinehart and Winston. Williams, E. (2010). The Advantages of Word-of-Mouth Marketing. Retrieved June 28, 2012, from http://www.ehow.com/about_7384773_advantages-word_of_mouth-marketing.html Appendix: