Tourism New Zealand Three Year Marketing Strategy FY 2014
Global Destination Competitiveness TO5103
28/01/2015
Tourism New Zealand Three Year Marketing Strategy FY 2014 – FY2016 -
“Leveraging a strong foundation to accelerate growth”
Prepared for: Prepared by:
Dr Donna E. Little Nguyen Thanh Ngoc 12877307
Alana Thomson Rui Zhang 12899823 Luixi He 12879568
Table of Contents
I. Introduction
3
II. Background information of destination, the DMO and Tourism New Zealand Marketing Strategy
II.1. Overview about New Zealand Tourism
II.2. Brief information about the DMO – Destination Marketing Organisation: Tourism New Zealand
II.3. General information of ‘Three Year Marketing Strategy 2014–2016’
3
3
4
III. Literature Review
III.1. Market Segmentation
III.1.1. Market Segmentation Concept
III.1.2. Bases of Market Segmentation
III.1.3. Market Segmentation Benefits
III.2. Target Market
III.3. Marketing Channels
4
5
5-6
IV. Tourism New Zealand Three Year Marketing Strategy FY 2014 – FY2016 Review
IV.1. Market Segmentation
IV.2. Target Market
IV.3. Marketing Channels
7 – 9
9 – 10
10 – 11
V. Conclusion
11
References
12 - 13
I. Introduction In the concept of sustainable tourism perspective, the destination is the fundamental unit on which all the complex dimensions of tourism are based (Ritchie & Crouch, 2003). Some examined tourism from an environment or a sustainable tourism perspective (Swarbrooke,1999) or a great number have concentrated on marketing in tourism (Colombo and Morrison,1989). To conclude all valuable views of tourism, Ritchie & Crouch 2003 have believed that a focus on the destination provides the intergrated perspective that a destination must have if the elements are comprehended, pulled together and managed to determine the success of a tourism destination. In which, marketing destination is one of key components in managing destination sustainably. In this report, market segmentation, target market and marketing channels are three core elements selected to evaluate the marketing
28/01/2015
Tourism New Zealand Three Year Marketing Strategy FY 2014 – FY2016 -
“Leveraging a strong foundation to accelerate growth”
Prepared for: Prepared by:
Dr Donna E. Little Nguyen Thanh Ngoc 12877307
Alana Thomson Rui Zhang 12899823 Luixi He 12879568
Table of Contents
I. Introduction
3
II. Background information of destination, the DMO and Tourism New Zealand Marketing Strategy
II.1. Overview about New Zealand Tourism
II.2. Brief information about the DMO – Destination Marketing Organisation: Tourism New Zealand
II.3. General information of ‘Three Year Marketing Strategy 2014–2016’
3
3
4
III. Literature Review
III.1. Market Segmentation
III.1.1. Market Segmentation Concept
III.1.2. Bases of Market Segmentation
III.1.3. Market Segmentation Benefits
III.2. Target Market
III.3. Marketing Channels
4
5
5-6
IV. Tourism New Zealand Three Year Marketing Strategy FY 2014 – FY2016 Review
IV.1. Market Segmentation
IV.2. Target Market
IV.3. Marketing Channels
7 – 9
9 – 10
10 – 11
V. Conclusion
11
References
12 - 13
I. Introduction In the concept of sustainable tourism perspective, the destination is the fundamental unit on which all the complex dimensions of tourism are based (Ritchie & Crouch, 2003). Some examined tourism from an environment or a sustainable tourism perspective (Swarbrooke,1999) or a great number have concentrated on marketing in tourism (Colombo and Morrison,1989). To conclude all valuable views of tourism, Ritchie & Crouch 2003 have believed that a focus on the destination provides the intergrated perspective that a destination must have if the elements are comprehended, pulled together and managed to determine the success of a tourism destination. In which, marketing destination is one of key components in managing destination sustainably. In this report, market segmentation, target market and marketing channels are three core elements selected to evaluate the marketing