Radio And Television Advertising Tourism Essay

Radio And Television Advertising touristry EssayJamaica is the most complete, various(a) and unique warm weather finis in the world that delivers the best vacation value available. Jamaica delivers a distinct vacation experience that competitors cannot match. (JTB market insertion to Joint Meeting of Board 1995) The vibrant culture which includes fine and performing arts, literature music and history. Not to mention the exquisite cuisine, the food, coffee rum and beer. The warm, genial and accomplish people such(prenominal) as the athletes, entrepreneurs, political leaders, artists and educators are the main factors which enhances tourism development. These factors combined creatively could be used to in an innovative dash during a destination marketing shape.Destination merchandising is the process of communicating with potential visitors to influence their destination preference, intention to travel and ultimately their final destination and harvest-time choices. Destinat ion marketing is a major part of the Implementation process it is the articulation and communication of the values vision and competitive attributes of the destination. The actions implemented in the destination marketing phase should be uncertain should be underpinned by the findings of the Destination Planning, process and the subsequent Destination growth activities. (Destination Marketing Sustainable tourism)Marketing strategies are designed as the vehicle to achieve marketing objectives.. (Phillip Kotler, p. 690)The Jamaica holidaymaker Board is to ensure Brand Jamaica destination is managed and marketed effectively. Marketing tools or techniques forget clear to be implemented. Tools or Techniques that Jamaica Tourist Board could use areRadio and Television AdvertisingThis technique is commonly used most business places. It creates cognisance more rapidly when compared to news papers on a daily basis. First you must target your audience, implement creativity and unique st yle that will grab and attract the audience attention. Even though its woo effective, the advertisement must be able to convince people and they will relate to what is organism advertised. At the end of the day, there should be some reward and profitability deriving from this tool. work up ANALYSIS RADIO TELEVISIONStrengthCreates awareness to a wide audience on a daily basisWeaknessesVery ExpensiveNot unique and has no styleOpportunitiesDevelop touristry slit peoples attention rapidlyThreatPeople getting the wrong messageMessage not clear and concisePrint AdvertisingDigital impression is a very effective as well as a common marketing tool. Sometimes persons dont have time to watch television collectable to the increasing changes in their lifestyle on a daily basis. Brochures, Bill Boards and other innovative ideas can be used. Although this could be expensive, installing Bill Boards in a few countries and placing brochures at travel agencies, airports and other designated areas that will educate and inform persons will be an asset to assist in utilizing this marketing tool.SWOT ANALYSIS PRINT ADVERTISINGStrengthBill Boards and brochures can be placed all over the worldWeaknessesVery ExpensiveMight not reach to the audience targetedOpportunityCreate awareness and interest of the destinationThreatNatural disasters such as hurricane can damage bill boards stigmatizationBranding is perhaps the most powerful marketing tool available to destination marketers confronted by product similarity where tourism products appear equal or lack differentiations to consumer and competitions. Today m all destinations can offer five-star resorts, hotels and attractions, claim a unique culture and heritage and describe themselves as having the friendliest people and the most customer-focused tourism persistence. indeed, there is a critical need for destinations to create a unique identity and to differentiate themselves from their competitors. (TO 490, Destination Marketing )SWOT ANALYSIS BRANDINGStrengthsJamaicas greatest stance is its name Brand JamaicaJamaica has a very diverse culture, warm hospitality, attractionsWeaknessesPersons such as our athletes and other celebrities must represent and maintain creativity and uniqueness of the brand.OpportunitiesDevelopment of the Tourism SectorInvestmentsThreatsCompetitionHigh Crime RatesSocial MediaSocial Media has become very dominant in our lives today. It is very user palsy-walsy and it does send your messages in one way or the other.Travelers today who are very skeptic and they also crave information and feedback as it relates to booking a vacation. Most travelers utilize social media for travel packages, booking vacation online, quiz social networks for eg. Facebook etc to obtain feedbacks and ideas. Social media marketing is inexpensive to travelers and the destination. It is also a bully business sense, where the leaders who are responsible for managing the marketing tools, could implement a webs ite that will showcase and advertise the destination, thus making it more simple and unaffixed for visitors who are interested in booking their vacation.SWOT ANALYSIS SOCIAL MEDIAStrengthsExcellent for customers communicationDaily Updates compensationdbacksWeaknessesWebsites pops up and fades awayPeople writing crowing commentsOpportunitiesLarge advertisingMaking marketing more efficient.ThreatsNot able to target the right audienceFearing the unknownKeeping up with the latest trends in social mediaSpecial EventsJamaica has a very rich cultural heritage which is covered by the love of sports, music, food and other types of entertainment.Reggae music is dominant in Jamaica as well as most countries in the world. Thanks to Bob Marley for putting us on the Map. Not to mention our Athletes who have represented us on the local and intertheme scene and continuing to do great things.Therefore, hosting sporting events will bring investors and tourist to our destination and this will develo p the infrastructural feeling of the country.Entertainment Events such as Air Jamaica Jazz and Blues, Reggae Sumfest, just to name a few, have accounted for most of the receipts of tourists to our shores.Putting on more shows analogous these will definitely continue to promote Jamaica worldwide.SWOT ANALYSIS SPECIAL EVENTSStrengthsDevelop TourismIncrease Revenue for the countryInfrastructural DevelopmentWeaknessesCrowded Situations shy(predicate) AirliftsOpportunitiesSports TourismDevelopment of emerging marketsThreatsNatural DisasterCrime and ViolenceTourism Marketing PlanMarketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Marketing is more selling than advertising. The aim is identify customers needs and to meet those needs so well that the product almost sells itself. (www.tourismcenter.msu.edu/publications)A Tourism Marketing Plan is responsible for the guida nce of the marketing decisions made. These include assigning tasks, choosing markets and generating funds to promote the destination. It assists in enticing potential visitors to the destination.In order to gain success there are certain information that must be outlined about the destination.Therefore should be specific information about the people who travel to your destination and what they desire during stay.It also set the standard and provides actor for all marketing activities for any destination which includes market research, brand development and management, advertising and promoting, sales, distribution and cooperative marketing opportunities.Three processes involved in such a plan areAnalysisThe first stage in developing a market plan is analyzing the market. It is important that you understand the market. The resources needed, competitors involved and the structure of the business purlieu.The analysis sets the pedestal for developing ways or strategies to detect thre ats, challenges, barriers, opportunities and competitions.StrategyThis step which is the second stage assists in the decision making and choices in market segmentation, targeting the sectors and audience and provision the position of your product.Below is a list of steps to consider in developing a marketing strategy.Build Critical MassIncrease consumer craveLeverage the supply chainMotivate businesses to become certifiedIncorporate health, safety, and quality standards into green certification programsUnderstand international trade agreements to avoid conflicts crusade a global accreditation body (Practical Steps for Marketing Tourism)Marketing MixThe last stage is determining the general set of activities of the marketing plan. This includes determining the Marketing Mix or the or the 4Ps intersection, Pricing, Promotion and Placement. (Practical Steps for Marketing Tourism)Product This involves the management and marketing of the product.Price Setting a price and marketing the cost for the product and services is important.Promotion This includes advertising, sales promotion, publicizing the destination and ensuring the word is spread across effectively and efficiently.Placement Placement is the channels or means by which the destination is marketed.External Players assisting Jamaica Tourist BoardThe Jamaica Tourist Board (JTB) is an agency of the Minister of Tourism. As a result it is affiliated with a bout of other agencies under the Ministry, for example the Tourist Product Development Company (TPDCO) and the Tourism Enhancement fund (TEF). The JTB also work closely with other organizations such as The Jamaica Hotel and Tourist Association (JHTA) and Jamaica Trade Invest (JTI) in the marketing of the Destination Jamaica. (www.jtbonline.org)In order for a sustainable tourism in Jamaica, there are external organizations that could assist the Jamaica Tourist Board with their responsibilities.Ministry of Tourism (MOT)The main responsibility for the Minis try of Tourism is to develop policies that will aid to the needs within the Portfolio areas. waste emphasis is placed on getting the all the stakeholders involved, including the private sector.As it relates to Tourism the Ministry aims toDevelop policies and pilot legislation which facilitates sustainable development of the tourism product and investment in the industry as a whole.Develop policies and pilot legislation which would ensure the maximization of the social and economic benefits of tourism for the Jamaica People. (www.jtbonline.org)Tourism Product Development (TPDCO)The Tourism Product Development Company Limited is responsible for developing and improving the Jamaicas Tourism Product.Its main responsibilities areReturning the national cipher to a surplus positionImplementing innovative ideas and plans in order to improve the resort areasSeek to identify areas with potential that could be developed and enhance Jamaicas Tourism Product, develop strategies to and market t he destination by reducing the level of competition, thus making the destination more marketable.Ensuring co-operation from all parties involved to protect the culture, architectural sites, wider environment and economic contributions.Tourism Enhancement investment company (TEF)The Tourism Enhancement Fund Act, 2004 was passed by Parliament in December 2004. This act provides the legal basis for the Ministry of Tourism to establish a mechanism for the collection of a small fee from incoming airline and cruise passengers.Specifically, the Act allows forA Tourism Enhancement Fee of US$10.00 to be charged to incoming airline passengers and US$2.00 to be charged to Cruise Passengers.The monies collected are paid into a dedicated Tourism Enhancement Fund.The Fund was established on May 1, 2005 for the sole purpose of implementing the recommendations emanating from the Master Plan for Sustainable Tourism Development, 2002. (www.jtbonline.org)The economic significances the Tourism Enhance ment Fund provides areAssists in promoting growth and developmentEnhancing the visitors experienceMakes provision for a sustainable developmentEncouraging a better environmental managementThe Fund is managed by a Board of thirteen Directors who are experienced in matters relating to Toutism and Finance. (www.jtbonline.org)Jamaica Trade Invest (JTI)Jamaica Trade Invest guides the economic and financial development of Jamaica. Their business sector is to implement programmes and policies that will assist them in the development of plans.In order to achieve this mandate JTI provides a wide range of services, which includes conducting research on national development issues and the provision of technical support to the cabinet. JTI also undertakes consultancy activities for government entities manage external cooperation agreements and interfaces with funding agencies, while maintaining national socio-economic library. (www.jtbonline.org)Jamaica Hotel and Tourist Association(JHTA)Estab lished in 1961, the Jamaica Hotel Tourist Association is the Organisation, which represents hotels, other visitor accommodations as well as the most suppliers of goods and services to the Tourism Industry.The main aim is to promote the development of Jamaicas hospitality industry and to represent the interests of its members in all flora, locally, regionally and internationally. (www.jtbonline.org)References