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Marketing And Managing Tourism Destinations 1st Edition Alastair M. Morrison - Solutions
6 How have recent market trends affected tourism? Which of these market trends do you believe will have the greatest impact on tourism in the future and what are your reasons?
5 How can tourist markets be divided into groups that share common characteristics? What are the segmentation criteria that can be applied and which of these do you consider to be the best for a DMO to use and why?
4 What are the stages that people tend to go through when purchasing, consuming and recalling trips to tourism destinations?
3 How do people’s images or perceptions of tourism destinations affect their decisions on where to travel?
2 What are the main factors that infl uence tourists in selecting destinations? In your opinion, which of these factors are the most important and why?
1 How does the ‘push’ and ‘pull’ theory originally developed by Graham Dann explain why people travel?
6 Review the recent market trends in tourism.
5 Elaborate on market segmentation in tourism and the main ways of classifying tourists into distinct groups.
4 Review the process of travel purchase behaviour and pinpoint the different stages that tourists tend to go through.
3 Explain the process by which destination images are formed and how destination images impact upon destination selection.
2 Identify and explain the factors that affect tourists’ selection of destinations.
1 Describe people’s motivations in going to tourism destinations for pleasure or leisure trips.
12 What have been some of the applications of the global positioning system(GPS) in tourism?
11 Digital publishing is becoming much more prevalent and popular around the world. What are some of the applications of digital publishing in tourism?
10 What are mobile electronic tourist guides (METGs) and how can these be used by travellers before, during and after their trips?
9 How do traveller review sites like TripAdvisor.com infl uence the travel decisions of people?
8 How can DMOs take advantage of blogging?
7 What is user-generated content (UGC) and how can these materials be used by DMOs and by tourists?
6 Social network sites offer great opportunities for DMOs. What are some of the most important activities in which DMOs can engage on social network sites?
5 What are the characteristics of effective DMO websites?
4 How should DMO website effectiveness be evaluated?
3 What are the main marketing functions of DMO websites?
2 What are the major roles of DMO websites?
1 Why are information communication technologies so important in today’s tourism business?
12 Elaborate on the concept of augmented reality and how it can be used in tourism.
11 Review the impacts of mobile phones and smartphones on tourism.
10 Identify and explain the uses and advantages of blogs for destinations and DMOs.
9 Discuss the signifi cance of traveller review sites for tourism businesses and destinations.
8 Review the social media and the ways these channels are used by DMOs and tourists.
7 Detail the characteristics of effective websites.
6 Review the steps that should be followed in evaluating the effectiveness of websites.
5 Name and discuss the functions that websites play for tourists.
4 Describe the marketing functions of DMO websites.
3 Identify and discuss the major roles of DMO websites.
2 Explain the importance of Internet marketing to DMOs.
1 Defi ne information and communication technologies and give a brief history of their development.
3 Using your local area as the destination of focus, how would you develop positioning–image–branding approaches and an IMC campaign for the area? Who would be involved in these development processes and how would you ensure that the processes would produce effective outcomes?
2 For a small city like Shaoxing and other small cities around the world that have limited budgets for marketing and promotion, what are the IMC techniques that are likely to be the most affordable as well as effective? Please ensure that you fully justify your answers.
1 The positioning and branding for Shaoxing was based on comprehensive market research and a thorough competitive analysis. Why is it so important to have in-depth analysis of potential markets and competitors when developing the positioning–image–branding approaches for a tourism destination?
16 What are the steps involved in planning integrated marketing communications?
15 How are tourism and fi lm/movie development inter-related and how can they benefi t each other in terms of both marketing and development?
14 Theme and event years have been used by several countries as a tourism marketing strategy. Why are these theme/event years a good platform for IMC?
13 What is crowdsourcing and how can it be applied in IMC by DMOs?
12 How is the effectiveness of individual IMC components measured?
11 What are the major digital marketing techniques and venues?
10 Who are a DMO’s internal and external publics?
9 What are the roles of public relations and publicity?
8 Which techniques comprise special offers and special communication methods?
7 What are the roles played by sales promotion and merchandising?
6 What roles do sales or personal selling perform for DMOs?
5 Why is advertising important for destinations and what are advertising’s three main roles for a DMO?
4 Which benefi ts do DMOs gain from following the IMC approach?
3 What are the major components of IMC and how is each of them defi ned?
2 What is the defi nition of integrated marketing communications (IMC) and why is this concept important for DMOs?
1 Which elements comprise the basic models of communications and what are their roles and functions?
14 Discuss the steps involved in the planning, implementation and evaluation of an IMC campaign.
13 Review the concept of theme and event years as a basis for DMO integrated marketing communications.
12 Elaborate on the relationship between movies and fi lms and destination marketing and development.
11 Explain the concept of crowdsourcing and the different ways that this concept can be applied in destination integrated marketing communications.
10 Identify the main digital marketing techniques and venues.
9 Describe the different sales promotion and merchandising techniques.
8 Point out the roles played by sales promotion and merchandising for DMOs.
7 Identify a DMOs’ internal and external publics.
build and maintain relationships with its multiple publics.
6 Review why public relations and publicity are required for a DMO to
5 Describe how personal selling is essential for DMOs in securing business from specifi c market segments and identify the roles of personal selling in destination marketing.
4 Explain the importance and roles of advertising in promoting a destination.
3 Identify and elaborate upon each of the major components of integrated marketing communications.
2 Defi ne integrated marketing communications and explain the benefi ts that DMOs derive by following this approach.
1 Describe the elements of the basic model of communications.
9 How long should a destination brand last? Please explain your reasoning based on actual practice.
8 How would you describe the brand promise?
7 Which items are included in a destination brand strategy?
6 What are the steps involved in destination brand development?
5 What are the characteristics of a good destination brand?
4 What are the major challenges involved with doing destination branding?
3 What are the benefi ts that can accrue to destinations and tourists from destination branding?
2 Why is destination branding important?
1 Destination positioning, image and branding are interconnected concepts.How are these three concepts interrelated and in which ways do they impact each other?
8 Describe the brand promise concept.
7 Outline and describe the steps to be followed in destination branding.
6 Explain the classic concepts of branding.
5 Review the characteristics of a good destination brand.
4 Elaborate upon the major challenges in implementing destination branding.
3 Identify and describe the importance and benefi ts of destination branding.
2 Discuss the relationships among destination positioning, image and branding.
12 What are the major leadership roles that DMOs should assume within their destinations?
11 Why is it important for a DMO to plan for risk management and what are some of the risks that might be encountered?
10 What steps should a DMO take to measure its effectiveness?
9 What have been some of the recent trends in the funding of DMOs?
8 What are the different funding mechanisms and sources that are used for DMOs?
7 What are by-laws and how do these relate to destination governance?
6 In the operations of boards of directors, who should take the responsibility for setting board culture, scheduling meetings and preparing meeting agendas? How should these tasks be approached?
5 How do DMO organizational structures affect destination governance?
4 How can a DMO demonstrate transparency and what is the relationship between transparency and accountability?
3 What is accountability and which actions does a DMO need to take to prove it is being accountable?
2 What are the main dimensions of destination governance?
11 Elaborate on how DMOs and their executives can demonstrate different leadership styles within their destinations.
10 Identify and explain the major leadership roles of DMOs.
9 Identify and review the types of risk to which DMOs and destinations are exposed and how they should handle risk management.
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