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Essay / Research Paper Abstract
This 6-page paper discusses a potential marketing plan for tourism, including product description, situational analysis, pricing strategies, distribution and promotional strategies. Bibliography lists 5 sources.
Page Count:
6 pages (~225 words per page)
File: D0_MTmarkec.rtf
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Unformatted sample text from the term paper:
develop a marketing plan to target a specific age group -- that between 30 and 45, people who are educated and mid-to-upper income level.
Well also define the product (which is marine wildlife observation), as well as discuss some promotional channels. We recommend the Internet as a primary vehicle to market, as it
is relatively inexpensive, and quick. Situation Analysis Overall, the ecotourism market is huge. During the late 1990s, it was estimated that, among
Americans alone, more than 35 million had taken nature-based vacations (Anonymous, 2003). In the book Ecotourism in Appalachia: Marketing the Mountains, authors Al
Fritsch and Kristen Johanssen suggests that one challenge when it comes to marketing ecotourism is defining what it is (Zurick, 2004). Though the authors ultimately define ecotourism as "beneficial travel
to natural areas, wherein local communities, the environment and the traveler all gain tangible outcomes" (287), simply defining this isnt necessarily the route to knowing the product (Zurick, 2004).
There is adventure travel ("participatory travel that takes place in unusual outdoor settings"), cultural tourism, in which the program involves the culture and people
of the particular area visited, ecotourism, in which the environment is conserved and the well-being of the locals protected and nature travel, which focuses on plants and wildlife (Anonymous,
2003). In addition, Herbig and OHara (1997) define ecotourism as: Something that attracts tourists to unique,
yet accessible, natural environments; Something that leads to attitude change among local people and their governments; and
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