Marketing And Managing Tourism Destinations 2nd Edition Alastair M. Morrison - Solutions

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1 What is driving Apple’s entry into the mobile phone market?
3 What should the business be doing?
2 What is happening in the environment?
1 What is the business doing now?
What would they need to do to become more market oriented?
3 Should Psion become more market oriented?
2 Based on a resource-based view of marketing, what best describes Psion’s stance in the market and to what extent is their current dilemma a result of that stance?
1 Evaluate and comment on Psion’s market orientation using the market orientation assessment form (Box 1.1).
l What must we do to get into or consolidate in that business?
l What business do we want to be in?
l What business could we be in?
l What business are we in?
1.What are the likely characteristics of the DMO of the future?
1.How is digital/online marketing changing and challenging DMOs, according to the surveys by TrekkSoft and Destination Think!?
1.Which future trends and potential challenges will destinations and DMOs be facing?
1.What are the new roles suggested for DMOs suggested by DestinationNEXT?
1.Ford and Peeper (2008) described five future challenges for DMOs. What were these challenges, and how will they affect DMOs? How will DMOs need to change to adapt to these challenges?
1.What are the five global trends identified by Dwyer et al. (2009), and what are their future implications for DMOs?
1.Anna Pollock of DestiCorp says that DMOs need to become orchestrators and stage managers rather than today’s destination promoters. What does this mean in terms of how DMOs should work with local tourism sector stakeholders and in how they communicate with potential tourists?
1.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 should DMOs change in the future according to this source?
1.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 marketing?
1.What is the 15 Cs framework for describing the challenges facing destination marketing as suggested by Fyall and Leask (2006)?
1.Which four key roles for DMOs are suggested in the new strategic map developed by DMAI and Karl Albrecht International?
1.What are the super-trends identified in the DMAI Futures Study, and in which ways are these impacting upon destination marketing?
1.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?
1.How should a DMO demonstrate its accountability with respect to its marketing and promotions aimed at business events?
1.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?
1.Why are RFPs convenient for meeting planners and at the same time a good marketing tool for DMOs, hotels and meeting venues?
1.What are the roles played by incentive travel planners, and who are their clients?
1.What are the roles played by incentive travel planning companies, and what is the meaning of convergence?
1.What is a PCO, and what services do these specialists provide?
1.Which trends are impacting upon business travel and business events?
1.Business travel and business events are facing which major challenges now?
1.What are the benefits of business events?
1.What are the benefits of regular business travel?
1.What are the different business event markets, and how is each of them defined?
1.How would you define regular business travel, and can it be influenced by DMOs? Why or why not?
1.What are the procedures that DMOs need to follow in marketing to international pleasure and leisure tourists?
1.Which market segments have shown substantial growth potential in recent years and are expected to continue to increase in the future?
1.Which geographic origin markets are emerging, and why have they earned this designation?
1.What are the major challenges facing DMOs in the international marketing for pleasure and leisure travel?
1.What are the prospects for international tourism for the next 10 to 15 years?
1.What have been the trends in international tourism arrivals in recent years according to UNWTO?
1.What have been some of the outstanding domestic tourism marketing and promotion campaigns in recent times?
1.Why is it difficult to effectively market and promote domestic tourism without in-depth research data on domestic travellers and their segmentation?
1.How important is the VFR market in domestic tourism?
1.What are some of the reasons for underestimating the contributions of VFRs to the tourism sector?
1.Should day travellers (day trippers) be included in domestic tourism? Why or why not?
1.Who should be responsible for domestic tourism marketing and promotion within a country, and what are the reasons behind your opinion?
1.What are the overall issues and challenges with domestic tourism?
1.What are the prospects for domestic tourism?
1.What have been the recent trends in domestic tourism?
1.How important is domestic tourism vis-à-vis international tourism?
1.How large is the domestic tourism market? Answer this question by considering the domestic tourism market in selected countries.
1.What are the major benefits of developing and promoting domestic tourism?
1.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?
1.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?
1.What are the stages that people tend to go through when purchasing, consuming and recalling trips to tourism destinations?
1.How do people’s images or perceptions of tourism destinations affect their decisions on where to travel?
1.What are the main factors that influence 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?
1.What are the potential applications of augmented reality, virtual reality and artificial intelligence to destination marketing?
1.Which ICTs are enjoying the greatest growth in recent times?
1.In which other digital marketing activities can DMOs become engaged?
1.What are the main advantages of e-mail marketing?
1.Why are apps now so important for DMOs and destination marketing?
1.With which social network systems are DMOs most involved and why?
1.Why are social media so important for DMOs?
1.Why do DMOs need to be involved in search engine marketing and search engine optimization, and what is involved in these activities?
1.What are the characteristics of effective DMO websites?
1.What are the major roles and marketing functions of DMO websites?
1.What types of digital content do DMOs need to curate?
1.What are the major components of digital marketing?
1.For what functions do travellers use digital media?
1.Why is digital marketing now so important for DMOs?
1.What are the steps involved in planning integrated marketing communications?
1.How are tourism and film/movie development interrelated, and how can they benefit each other in terms of both marketing and development?
1.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?
1.What is crowdsourcing, and how can it be applied in IMC by DMOs?
1.How is the effectiveness of individual IMC components measured?
1.What are the major digital marketing techniques and venues?
1.Who are a DMO’s internal and external publics?
1.What are the roles of public relations and publicity?
1.Which techniques comprise special offers and special communication methods?
1.What are the roles played by sales promotion and merchandising?
1.What roles do sales or personal selling perform for DMOs?
1.Why is advertising important for destinations, and what are advertising’s three main roles for a DMO?
1.Which benefits do DMOs gain from following the IMC approach?
1.What are the major components of IMC, and how is each component defined?
1.What is the definition of integrated marketing communications(IMC), and why is this concept important for DMOs?
1.Which elements comprise the basic model of communications, and what are their roles and functions?
1.How long should a destination brand last? Please explain your reasoning based on actual practice.
1.How would you describe the brand promise?
1.Which items are included in a destination brand strategy?
1.What are the steps involved in destination brand development?
1.What are the characteristics of a good destination brand?
1.Why do destination brands sometimes fail?
1.What are the major challenges involved with doing destination branding?
1.What are the benefits that can accrue to destinations and tourists from destination branding?
1.Why is destination branding important?

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