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Essay / Research Paper Abstract
Selling a travel tour is difficult in today’s market in the face of a global war, unrestrained terrorism on the European continent and the Middle East, and the demonstrated wrath of mother nature. Therefore, it goes double for Goden’s (2003) statement that in order to sell any product today that is not a necessity, the offer must be remarkable. Two travel companies offer a remarkable type of tour – cooking tours – in Italy. They offer the same concept of a cooking tour, but other than that, the plans diverge in nearly every marketing tactic. 4 references. jv2trvel.rtf
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of mother nature. Therefore, it goes double for Godens (2003) statement that in order to sell any product today that is not a necessity, the offer must be remarkable.
Two travel companies offer a remarkable type of tour - cooking tours - in Italy. They offer the same concept of a cooking tour, but other than that,
the plans diverge in nearly every marketing tactic. The two companies under consideration are Classic Journeys and The Worlds Island. Classic
Journeys is located in Southern California, and does not list itself as an ASTA (American Society of Travel Agents) member, while The Worlds Island is located in Sicily, Italy and
is a member of ASTA. The Worlds Islands online media presentation is more campy than the classic format of Classic Journeys, and this seems to apply across the board
in all aspects of their advertising and marketing campaigns, as well as concept packaging. For example, in planning their product development, both companies
considered the 5 Ps, as well as other aspects of marketing their product including tying the product to a brand identity and the consideration of various human factors. This
consideration is apparent on their websites, eachs tool of choice for marketing. In fact, it appears to be the sole marketing tool for The Worlds Island, while Classic Journeys also
has a local walk-in presence in La Jolla, California. The most obvious issue for both companies is packaging, not only because it is
the main issue for all companies marketing travel today, according to Eiting (2003), but because travel agencies are a dime a dozen. Therefore, brand identity must be based on
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