Marketing your city, U.S.A. : a guide to developing a strategic tourism marketing plan
著者
書誌事項
Marketing your city, U.S.A. : a guide to developing a strategic tourism marketing plan
Haworth Hospitality Press, c1998
- : hc
- : pbk
- タイトル別名
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Marketing your city, USA
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
With Marketing Your City, U.S.A.: A Guide to Developing a Strategic Marketing Plan, you'll discover how easy it is to market your hometown to potential tourists. You'll find a simple, sure-fire strategy proven to bring out the charm and beauty of any town, anywhere. You'll learn ways to improve the "packaging" of your community, while at the same time improving its visible appeal to tourists. Marketing Your City, U.S.A. gives you the guidelines for developing and selecting objectives, key strategies, and tactics that will help you produce or increase revenue through increased tourism. In Marketing Your City, U.S.A., you'll find the marketing process broken down into easy steps that are outlined and completely explained for a theoretical destination: "Your City, U.S.A." You will learn how to arrange a sample "calendar of events," how to effectively plan a yearly series of promotions, and how to formulate a proposed budget for advertising, promotions, and public relations. Marketing Your City, U.S.A. is written in such a way that you can either implement all the strategic marketing steps or just the ones that particularly pertain to your hometown. The five easily applied marketing objectives you'll find outlined in the book include:
how to enhance your city's overall environment
how to broaden your city's economic base while providing for new revenues
how to develop your city's infrastructure to be visitor-friendly and to increase the length of visitors'stays
how to effectively market your city's resources for tourism
how to communicate with both audiences--the public and local residents After reading Marketing Your City, U.S.A., you'll find tourism a win-win situation: the more you attract tourists the more outside revenue you'll gain. You'll approach tourism with a confident strategy that guarantees your hometown's success. Tourism can be difficult and overwhelming, so let Marketing Your City, U.S.A. guide you every step of the way.
目次
Contents
Preface
Introduction
Part One: The Strategic Tourism Marketing Plan
The Preface
Executive Summary
Competitive and Environmental Assessment
The Mission Statement
Goals and Objectives
Strategies and Tactics
A. Promotions
B. Advertising
C. Co-Ops
D. Sales
E. Events
F. Public Relations
Recommendations
The Vision
Slogans
Issues
Measurements and Results
Budgets
The Appendix
Conclusion
Part Two: Work Forms
Form A: Target Markets
Form B: Visual Perceptions
Form C: Competitive Assessment
Form D: Opportunities
Form E: Mission
Form F: Objectives
Form G: Promotions Plan
Form H: Events Calendar
Form I: Prioritization
Form J: Revenue and Reallocation
Form K: Marketing Budget
Notes
Bibliography
Index
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