Questions and Answers of Marketing Management

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?
What are bylaws, and how do these relate to destination governance?
What are the different funding mechanisms and sources that are used for DMOs?
What have been some of the recent trends in the funding of DMOs?
What steps should a DMO take to measure its effectiveness?
Why is it important for a DMO to plan for risk management, and what are some of the risks that might be encountered?
How would you define visitor management?
What are the elements of the ADVICE model?
What are the reasons for and benefits from visitor management?
What are the components of a visitor management programme?
How can visitor management contribute to better resource protection and conservation?
What are the processes and steps involved in visitor planning, monitoring and management?
How can destinations and DMOs plan to assure visitors of greater safety?
Why is visitor interpretation, education and information important?
What steps should DMOs take to enhance visitor experiences, enjoyment and satisfaction?
Why do DMOs need to be concerned about visitor behaviour?
How should destinations apply yield management and for what purpose?
What are other reasons for visitor management programmes?
Destination positioning, image and branding are interconnected concepts. How are these three concepts interrelated, and in what ways do they impact each other?
Why is destination branding important?
What are the benefits that can accrue to destinations and tourists from destination branding?
What are the major challenges involved with doing destination branding?
Why do destination brands sometimes fail?
What are the characteristics of a good destination brand?
What are the steps involved in destination brand development?
Which items are included in a destination brand strategy?
How would you describe the brand promise?
How long should a destination brand last? Please explain your reasoning based on actual practice.
Which elements comprise the basic model of communications, and what are their roles and functions?
What is the definition of integrated marketing communications(IMC), and why is this concept important for DMOs?
What are the major components of IMC, and how is each component defined?
Which benefits do DMOs gain from following the IMC approach?
Why is advertising important for destinations, and what are advertising’s three main roles for a DMO?
What roles do sales or personal selling perform for DMOs?
What are the roles played by sales promotion and merchandising?
Which techniques comprise special offers and special communication methods?
What are the roles of public relations and publicity?
Who are a DMO’s internal and external publics?
What are the major digital marketing techniques and venues?
How is the effectiveness of individual IMC components measured?
What is crowdsourcing, and how can it be applied in IMC by DMOs?
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?
How are tourism and film/movie development interrelated, and how can they benefit each other in terms of both marketing and development?
What are the steps involved in planning integrated marketing communications?
Why is digital marketing now so important for DMOS?
For what functions do travellers use digital media?
What are the major components of digital marketing?
What types of digital content do DMOs need to curate?
What are the major roles and marketing functions of DMO websites?
What are the characteristics of effective DMO websites?
Why do DMOs need to be involved in search engine marketing and search engine optimization, and what is involved in these activities?
Why are social media so important for DMOS?
With which social network systems are DMOs most involved and why?
Why are apps now so important for DMOs and destination marketing?
What are the main advantages of e-mail marketing?
In which other digital marketing activities can DMOs become engaged?
Which ICTs are enjoying the greatest growth in recent times?
What are the potential applications of augmented reality, virtual reality and artificial intelligence to destination marketing?
How does the push and pull theory originally developed by Graham Dann explain why people travel?
What are the main factors that influence tourists in selecting destinations? In your opinion, which of these factors are the most important and why?
How do people’s images or perceptions of tourism destinations affect their decisions on where to travel?
What are the stages that people tend to go through when purchasing, consuming and recalling trips to tourism destinations?
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
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?
What are the major benefits of developing and promoting domestic tourism?
How large is the domestic tourism market? Answer this question by considering the domestic tourism market in selected countries.
How important is domestic tourism vis-à-vis international tourism?
What have been the recent trends in domestic tourism?
What are the prospects for domestic tourism?
What are the overall issues and challenges with domestic tourism?
Who should be responsible for domestic tourism marketing and promotion within a country, and what are the reasons behind your opinion?
Should day travellers (day trippers) be included in domestic tourism? Why or why not?
What are some of the reasons for underestimating the contributions of VFRs to the tourism sector?
How important is the VFR market in domestic tourism?
Why is it difficult to effectively market and promote domestic tourism without in-depth research data on domestic travellers and their segmentation?
What have been some of the outstanding domestic tourism marketing and promotion campaigns in recent times?
What have been the trends in international tourism arrivals in recent years according to UNWTO?
What are the prospects for international tourism for the next 10 to 15 years?
What are the major challenges facing DMOs in the international marketing for pleasure and leisure travel?
Which geographic origin markets are emerging, and why have they earned this designation?
Which market segments have shown substantial growth potential in recent years and are expected to continue to increase in the future?
What are the procedures that DMOs need to follow in marketing to international pleasure and leisure tourists?
How would you define regular business travel, and can it be influenced by DMOs? Why or why not?
What are the different business event markets, and how is each of them defined?
What are the benefits of regular business travel?
What are the benefits of business events?
Business travel and business events are facing which major challenges now?
Which trends are impacting upon business travel and business events?
What is a PCO, and what services do these specialists provide?
What are the roles played by incentive travel planning companies, and what is the meaning of convergence?
What are the roles played by incentive travel planners, and who are their clients?
Why are RFPs convenient for meeting planners and at the same time a good marketing tool for DMOs, hotels and meeting venues?
Why is it important for a DMO to gather research data on the business events held within its jurisdiction, and what types of statistics should be collected?
How should a DMO demonstrate its accountability with respect to its marketing and promotions aimed at business events?
Relevance, value proposition and visibility were the three high-level strategic themes identified in the DMAI Futures Study (2008). What are the implications of these themes for DMOs?
What are the super-trends identified in the DMAI Futures Study, and in which ways are these impacting upon destination marketing?
Which four key roles for DMOs are suggested in the new strategic map developed by DMAI and Karl Albrecht International?
What is the 15 Cs framework for describing the challenges facing destination marketing as suggested by Fyall and Leask (2006)?
The PhoCusWright destination marketing study (2009) found that DMOs’ Internet marketing efforts were lacking in certain respects.What were the weaknesses that this study found in DMOs’ Internet
DestiCorp of the United Kingdom (2010) in its paper, ‘Speculation on the Future of Destination Marketing Organizations’, suggested that DMOs need to change their models and mindsets. In what ways

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