Chapter 8: Place as part of marketing mix

  • Locational factors: organisations must take into consideration a range of different factors, when choosing where to cite a new facility or attraction.
  • Types of locational factors:
  1. Costs: primelocationscostmoneyprime locations cost money. Landowners in area with the potential for tourism development will charge the highest possible rates to sell their land. This will limit the choice of where many organisations are able to locate their travel and tourism products and services.
  2. Availability of suitable premises: hotel chains, restaurants and tourist attractions require suitablepremisessuitable premises for from which to operate. International organisations plan with precision the global distribution of their facilities using location analysis to determine the best site.
  3. Character of the area: areas with political instability, high crime rates, and social deprivation do not always make the best tourist destinations. StandardsoflivingStandards of living are also considered for that area.
  4. Local and transient population: it is important that there is an easyaccesstolocalpopulationseasy access to local populations in terms of workforce and potential customer base. There also needs to be a transient population to make full use of the facilities being offered.
  5. Adjacent facilities: it is beneficial to have linked tourismfacilitiesnearbytourism facilities nearby such as, cafes, restaurants and bars close to it hotels, enabling customers to gain easy access to a wide range of amenities.
  6. Access/transport links: it is important to ensure that there is a necessarylevelofinfrastructurenecessary level of infrastructure available to supporthighvolumesofvisitorssupport high volumes of visitors. This can be inform of a road and railway network with sufficient carrying capacity.