Strategic Marketing Plan: Tourism Destination – Term Paper Example

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The paper " Strategic Marketing Plan: Tourism Destination " is a great example of a term paper on tourism.   Peru in South America is the tourist destination for this tourism marketing plan. Peru is a current tourist destination from all over the world. It is situated in the middle of South America’ s Pacific Coast, the eastern and central part of South America. This report focuses on a two-year strategic marketing plan structured and based on recent research, competitive situation, and achievable outcomes. It functions as the basis for destination market organizations (DMOs) activities for the coming two years and inform the marketing, branding, market and strategy development, services, and management functions.

The plan analysis the market niche, competition and determines Peru's unique positioning in tourism. Through the set marketing goals tourism is expected to gain a 20% increase in visits and benefits in the next two years (Peru Tourism Bureau ). The goals include sale services, profits, and customer satisfaction. To monitor the results the marketing plan will identify the working strategies through customer responses and tracking the services sales, visitors interacting with the websites, and percentage sale to service impressions.

To be in a better position to sell tourism services it sets goals for the marketing campaigns. Marketing efforts are monitored against the goals and objectives by ongoing evaluation and review of results. Reviewing the campaign status is meant to ensure continuous improvements in marketing initiatives and future planning. 2. Destination Features and tourist activities The products of tourism in Peru are a wide variety of natural and cultural attractions that suits and motivate visitors from many countries. It is through tourism that Peruvians have preserved their historical, as well as their archaeological interest, colonial architecture, culture, and the adventurous natural beauty surrounding the main tourist sites like Cuzco and Chiclayo (LimaEasy, 2012).

The main appeals to tourist are a natural beauty ranges from, valleys and volcanoes which has a deep adventure with biodiversity and outdoor natural beauty such as the Colca Valley and Colca Canyon of Arequipa, Titicaca the utmost passable lake in the world with its islands, the famous Amazon river and forests, jungle and parks and the Andean sceneries with snow-capped peaks and white mountain range.

Its dozen rivers more than 600 km long provide tourists with recreational activities. National reserves such as Paracas national and Huascaran Park are a natural world heritage target for watching birds as the succeeding country with bird species in the ecosphere and nature. According to Landorf, (2009: 62) the most prominent features in Peru are the ancient and magical native cultures, the rich diversity of flora and fauna, and other mysteries and surprises discovered in the distinguished country’ s cultural heritage of the people.

According to Canatur, Peru has been on the track of establishing itself and become a world power in tourism. The plan is scheduled in less than 10 years. The two years plan through greater connectivity in international scale and promotion of the most important investment a double-digit growth is expected to be registered. Promotion of the products offered such as nature tourism, bird watching, fishing, and biodiversity as well as keeping them for the coming years is currently emphasized. In developing tourism the ministry invested ten billion soles in transportation, housing, sanitation, and waste management.

The set initiatives are oriented to meet the goals of Centaur.

References

Brooks. G, 2008. Managing tourism congestion at World Heritage Sites - maximizing the quality of the visitor experience. Sustainable tourism management at world heritage sites enhancing interagency and stakeholder coordination for joint action International Conference Huangshan China 2427 March 2008. World Tourism Organization (WTO), pp. 125-144.

Divino, J. & McAleer, M., 2010. Modeling and forecasting daily international mass tourism to Peru. Tourism Management, 31(6), p.846-854.

Formica, S. & Singh, N., 2006. Level of Congruency in Photographic Representations of Destination Marketing Organizations’ Websites and Brochures Level of Congruency in Photographic Representations of Destination Marketing Organizations’ Websites and Brochures. Journal of Hospitality Leisure Marketing, 15(3), p.71-86.

Gretzel, U., Yuan, Y. & Fesenmaier, D., 2000. Preparing for the New Economy: Advertising Strategies and Change in Destination Marketing Organizations. Journal of Travel Research, 39(2), p.146-156.

Ladkin, A. & Bertramini, A., 2002. Collaborative tourism planning: a case study of Cusco, Peru. Current Issues in Tourism, 5(2), p.71-93.

Landorf, C., 2009. Managing for sustainable tourism: a review of six cultural World Heritage Sites. Journal of Sustainable Tourism, 17(1), p.53-70.

Leask, A. & Fyal, A., 2006. Managing World Heritage Sites, Elsevier/Butterworth-Heinemann.

LimaEasy. (2012, 03 09). Historical Building in Lima. Retrieved 09 07, 2012, from LimaEasy: http://www.limaeasy.com

Major, B. (2012, September 4). Travel News. Retrieved 09 07, 2012, from Travel Pulse: http://www.travelpulse.com

Mitchell, R. & Reid, D., 2001. Community integration: Island tourism in Peru. Annals of Tourism Research, 28(1), p.113-139.

Ochoa, J., 2000. Tourism and nativistic ideology in Cuzco, Peru. Annals of Tourism Research, 27(1), p.7-26.

Peru Tourism Bureau. (n.d.). Retrieved from http://www.visitperu.com

World Tourism Organization, 2004. Indicators of sustainable development for tourism destinations. A guidebook. Tourism, p.516.

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