Strategic Marketing Planning for the Tourism Industry
1. Core Idea
Tourism marketing ≠ just advertising.
Tourism marketing is:
* Research-based
* Analytical
* Goal-oriented
* Strategic
* Customer-focused
* Directed toward specific target segments
The objective is to create a product/service combination that provides real value, motivates purchase, and fulfills customer needs. HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
Big picture
The model is designed to help tourism organizations:
Analyze the marketplace → develop a strategy → implement it → measure results → adjust
It emphasizes quality, efficiency, effectiveness, planning, monitoring, and evaluation. HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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2. The Strategic Marketing Planning Framework
⭐ Memorize the sequence:
1. Needs Analysis
↓
2. Research & Analysis
↓
3. Creative Infusion
↓
4. Strategic Positioning
↓
5. Marketing Plan Development
↓
6. Training → Implementation → Evaluation & Adjustment
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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3. Step 1 — Needs Analysis
Purpose:
Start with the organization’s broad objectives, NOT detailed goals.
Examples:
* Increase number of tourists
* Increase customer satisfaction
* Increase hotel guests
* Increase services purchased
* Increase repeat customers
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
Important:
At this stage, think big picture and keep the process open to creativity.
Stakeholder Team
Include people who can affect the tourism experience:
* Tourism organizations
* Hotels/resorts
* Airlines
* Transportation
* Restaurants
* Attractions
* Retailers
* Tour operators
* Travel agents
* Community leaders
Why?
Because the tourist experience involves many organizations, not just one business.
Key concept: Stakeholder cooperation creates a comprehensive and cohesive tourism experience. HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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4. Step 2 — Research & Analysis ⭐
This is a critical step because:
Quality of analysis → quality of strategy → quality of outcome.
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
There are several important components.
A. FutureSeeking
Think about what the future marketplace might look like.
Questions include:
* Who will future customers be?
* Who will future competitors be?
* How will technology change tourism?
* How will customer lifestyles change?
* What will happen to the economy?
* How will politics/legislation affect tourism?
Purpose: Anticipate future opportunities and threats. HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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B. Internal Analysis
Examines the organization itself.
Includes:
SWOT
* Strengths
* Weaknesses
* Opportunities
* Threats
Also examines:
* Past sales
* Customers
* Profitability
* Product/service performance
* Product life cycle
* Core competencies
* Competitive advantages
* Customer satisfaction
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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C. Marketing Audit
A marketing audit examines the organization’s current marketing function.
Looks at:
* Marketing objectives
* Current marketing plans
* Marketing activities
* Positioning
* Target markets
* Sales channels
* Media
* Customer data
* Results vs. budget
* Results vs. marketing goals
Key point:
A marketing audit should be conducted periodically. HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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D. Industry & Market Assessment
This is an external analysis.
Looks at STEEP:
S — Sociological
T — Technological
E — Economic
E — Environmental
P — Political
The article also recommends Porter’s Model of Industry Competitiveness. HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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E. Competitor Analysis
Study competitors’:
* Strengths
* Weaknesses
* Attractions
* Features
* Benefits
* Positioning
* Competitive advantages
Important concept:
Competition isn’t necessarily just another destination.
For example, a destination might compete with:
* Another vacation destination
* An amusement park
* A major purchase such as a boat
* Other ways consumers could spend their money
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
Perceptual Maps
Can be used to compare organizations/destinations based on variables such as:
* Positioning
* Price perceptions
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F. Customer Research
Study customers’:
* Needs
* Likes/dislikes
* Perceptions
* Satisfaction
Methods include:
* Qualitative research
* Quantitative research
* Primary research
* Secondary research
* Data mining
* Customer segmentation
* Target-market identification
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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5. Step 3 — Creative Infusion
After conducting research, the stakeholder team uses creativity and innovation.
Purpose:
Turn factual research into:
* Innovative ideas
* “Outside-the-box” thinking
* Visionary ideas
* Differentiation from competitors
Key distinction:
Research = facts/data
Creative Infusion = innovative ideas based on those facts
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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6. Step 4 — Strategic Positioning ⭐
Research + Creative Infusion → Positioning
Positioning
The perception of your organization/destination in the minds of target customers relative to competitors.
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
Positioning should consider:
* Customer needs
* Attractions
* Competitive advantages
* Competitor positioning
* Perceptual maps
* Creative ideas
Remember:
Positioning = “How do customers see us compared with competitors?”
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7. Step 5 — Marketing Plan Development
A. Target Customer Segments
Each target segment should have a customized marketing plan based on its unique needs.
Also target:
* Prospects
* Repeat customers
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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B. SMART Goals ⭐
SMART =
* Specific
* Measurable
* Achievable
* Relevant
* Time-bound
Example:
Increase tourists from a specific target segment by 10% within one year.
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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C. Positioning Statement
Each target segment gets a positioning statement that:
* Fits the organization’s overall positioning
* Emphasizes qualities important to that segment
* Addresses that segment’s specific needs
* Connects with the desired image
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D. Strategies & Critical Success Factors
Develop strategies to achieve the goals.
Then identify Critical Success Factors (CSFs).
CSF = something that must happen/work for the plan to succeed.
Examples:
* Maintaining low crime
* Coordinating restaurants, attractions, and nightlife
* Ensuring employees reinforce the destination’s desired image
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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8. Marketing Mix
The plan must define the marketing mix:
Product
* Existing products/services
* New attractions
* New services
Price
* Overall pricing
Promotion
* Promotional activities
Sales Channels
* How customers access/buy the product
Strategic Alliances
* Partnerships with other organizations
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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9. Marketing Information System (MIS)
A Marketing Information System continuously collects and analyzes information about:
* Customers
* Prospects
* Competitors
* Industry trends
It produces reports that help marketers make decisions.
Important:
The article recommends developing a data warehouse as part of the system.
Purpose:
Better information → better decisions → ability to modify plans.
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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10. Budget
The final step of marketing-plan development is creating budgets based on projected sales and costs. HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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11. Step 6 — Training, Implementation, Evaluation & Adjustment
Training
Training is essential for:
* Sales
* Service
* Leadership
Stakeholder organizations should also be trained so they reinforce the same:
Positioning + Image + Tourist Experience
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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Implementation
The plan is put into action.
It may begin with:
Concept testing → Target market → Evaluation
HFT+4509+Article+-+Strategic+Marketing+Planning+for+the+Tourism+Industry-1.docx
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Evaluation & Adjustment
Measure the results and adjust the plan based on performance.
This makes the framework dynamic rather than a one-time plan.
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🧠 THE ENTIRE MODEL IN ONE FLOW
NEEDS
→ What are our broad objectives?
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RESEARCH
→ What is happening internally, externally, with customers and competitors?
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CREATIVITY
→ What innovative ideas can we develop from what we learned?
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POSITIONING
→ How should our target customers perceive us relative to competitors?
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MARKETING PLAN
→ Who are we targeting, what are our SMART goals, strategies, marketing mix, information systems and budget?
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TRAIN + IMPLEMENT
→ Put the plan into action.
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EVALUATE + ADJUST
→ Measure performance and modify the plan.
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