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Essay / Research Paper Abstract
This 9 page paper presents an integrated communications marketing plan for an ecotourism product. The paper reviews the market, the product, marketing objectives, then identify the target market for designing a marketing campaign. The bibliography cites 10 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEETmark.rtf
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Unformatted sample text from the term paper:
size, 2002 was the United Nations Year of Ecotourism, and the market is expected to grow at rates above general tourism rates, aided by increased public awareness of issues such
as global warming, pollution and endangered species. There are a number of benefits to ecotourism; as such it is a product that can be justified easily in terms of social
and ethical, but there is still the need to market the product (Kotler and Keller, 2008). For this we may argue that the most effective form of marketing will
be the use of an integrated marketing communication plan. 2. The Market In order to consider the marketing plan and the first consideration needs to be the market to
assess the positioning of the product or service to be marketing, looking at the market and defining the market and the potential segments.
Weaver, (2002) has a good definition that we can use for this paper; "Ecotourism is a form of nature-based tourism that strives to be ecologically, socio-culturally, and economically sustainable
while providing opportunities for appreciating and learning about the natural environment or specific elements thereof" (Weaver, 2001). Within this market there are
different segments. Tourism may be traditionally classified in terms of what is being undertaken, for example a diving holiday, a holiday to help build wells, a bird watching holiday etc.
However, these are not valid for this type of topic when consider the niche and the mass markets for ecotourism. Weaver, (2001), divided ecotourism into two main categories, hard and
soft ecotourism. Hard ecotourism is that which is seen as more traditionally the perception of ecotourism. These may be the holidays that
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