StudentShare solutions
Triangle menu

Marketing Little Known destinations the island of Saaremaa, Estonia - Essay Example

Not dowloaded yet

Extract of sample
Marketing Little Known destinations the island of Saaremaa, Estonia

One key question that needs to be addressed when thinking of the marketing efforts is whether to prioritize their marketing efforts at the established markets or look at newer markets such as distant European countries. As per the context established by the case, the tourism industry is changing very rapidly. The tourists are much more open to traveling to distant places to discover new and little known, but exotic destinations (Yong, 2006). Therefore, with regard to Saaremaa, the marketing efforts should be prioritized to build new markets. Europe is well known for exotic and small destinations and hence, the level of competition is high. Therefore, to attract customers from a new market, it is necessary to have a high focus on building the brand, ensuring sustainability as well as in targeting the right market segment. For example, Saaremaa is famous for its natural beauty, its rich history as well as the sweet-sour bread and beer. Hence, the brand Saaremaa for tourism should adequately encompass these different aspects. The initial marketing efforts can center on advertising Saaremaa to create awareness and the subsequent efforts can center on introducing specific theme related holidays such as an exotic theme that centers on the sweet-sour bread and beer in the food category or a historical theme holiday destination. Focusing on new markets will also make the destination popular among a wider set of customers who have various preferences of holidays and hence, it would open Saaremaa’s uniqueness to customers who prefer such destinations. However, it should be ensured that any steps of market expansion should not result in overcrowding. In addition, any word of mouth marketing may already work in the existing markets which will ensure that there is a steady flow of tourists from the already established markets. Therefore, prioritizing the new market will bring in customers from newer markets and at the same time, the customers from the existing markets will continue to visit because of the existing efforts and word of mouth (Holloway, 2004). 2. Should Saaremaa improve access by ferry or plan on the construction of a bridge to the mainland, as a means of expanding tourism? Or, conversely, should the island authorities aim to limit the appeal of the island in its existing isolation, by aiming to boost income from a smaller base of visitors to this island destination? One of the highlights of Saaremaa is how it is exotic and little known, but extremely beautiful and a perfect holiday get away. Therefore, on one hand it is important to build the tourism sector, it should be done in such a way that the pristine surroundings are not disturbed and the serenity of the place is not at risk because of overcrowding. Therefore, to sustain this exoticness and serenity, it is necessary to ensure that the place does not degrade in standard because of overcrowding. Overcrowding may mean more revenue because of increased crowd influx, but it also can result in pollution, higher crime rates, more buildings and development (Doan, 2000). It can also mean that the natural beauty as well as tourist spots no longer provides peace and tranquility, thereby taking away the charm from the place. Hence, it is recommended that appeal of the island should be maintained by ensuring that there is some amount of isolation. In such cases, the challenge is how to improve the tourism industry without ...Show more

Summary

1. Given what is known from this case study, would you recommend to the island authorities that they prioritize their marketing to attract Nordic and Russian Markets, which already constitute a firm base, or attempt to build new markets in more distant European countries?…
Author : binshilda
Marketing Little Known destinations the island of Saaremaa, Estonia essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing Little Known destinations the island of Saaremaa, Estonia"
with a personal 20% discount.
Grab the best paper

Related Essays

Tourism destinations
It also looks at specific destinations that are marketed by tourism Australia such as the Ningaloo Reef and shark bay. Other aspects of the paper include the type and statistics on the number of visitors that visit Ningaloo reef, the destinations that are main competitors to Ningaloo and tourism Australia, market segments, discussion on Visiting Friends and relatives (VFR), a discussion on the tourism Australia’s website and the rationale on the types of tourist segments.
12 pages (3000 words) Essay
Marketing challenges about hotel industries in Cyclades island
eographical location of Cyclades Islands (marked in red hue) 12 Figure 4: Arrivals in Greece, Europe, World (1950 - 2000) 14 Figure 5: Percentage arrival growth by decade - Greece, Europe, World (1950-2000) 15 Figure 6: Supply of hotels in the Cyclades (highlighted) 16 List of Tables Table 1: Diversity in the type of hotels among Cyclades Islands 17 Photo Credit Cover page: http://media.lonelyplanet.com/lpi/9455/9455-108/681x454.jpg Chapter 2: Literature Review This chapter reviews literature pertaining to the marketing challenges of the hotel industry in the Cyclades Islands.
12 pages (3000 words) Essay
Children's Literature - Compare and contrast the depiction of fatherhoods in Little Women and Treasure Island
‘Little Women’ by Alcott served to be a hallmark in fictional writing for women as it portrayed women as much more than just traditional wives and mothers, but advocated the celebration of women who were intelligent and independent and who pursued careers of their own.
8 pages (2000 words) Essay
Depiction of Fatherhood in Little Women by Alcott and Treasure Island by Stevenson
The two books depict fatherhood in various ways. Even so, the authors narrate them in a fascinating manner for the targeted gender and age-group (Montgomery and Watson, 2009, p. 98).
7 pages (1750 words) Essay
The Impact Of EU Membership on Estonia
..11 Intra-EU and Extra-EU outliners……………………………………………………...10 FDI (Foreign Direct Investment)……………………………………………………..12 Relationship between FDI trades……………………………………………………..12 Competition and Industrial Policy Issues Competition policy……………………………………………………………………18 Industrial policy……………………………………………………………………….19 Macroeconomic Conditions: monetary and fiscal policies Monetary policy……………………………………………………………………….20 Tight and
16 pages (4000 words) Essay
Comparable Destinations, Different Paths
Both author use fictional conversations to depict subjects that do not exist, though More does so with a sense of the ridiculous, while Castiglione addresses the reader with a somewhat serious tone of inspiration. The literary method of using letters helps to support a belief in the fiction that More actually met Hythlodaeus, going so far as to include a specimen of the Utopian alphabet and poetry.
6 pages (1500 words) Essay
Philip Island
As a stepping stone to conserve and protect the natural wonder and wildlife of the island, in 1990's The Philip Island Nature park has come to being. The route took was direct through Burnley tunnel, Monash freeway (east), Blackburn road passing through Bandenonng mountain ranges.
4 pages (1000 words) Essay
Galveston Island
As the stresses and pressures of life increase, people desire to escape to a place for relaxation. One such place is an island that offers a warm and fun filled environment away from the cares of the world. The Galveston Island in Texas offers such a relaxed and fun filled coastal experience.
2 pages (500 words) Essay
Discuss the role of the courage of children in both Little Woman and Treasure Island
In particular, it is arguable that both stories effectively undertake a role reversal, placing child characters at the fore as the central protagonists in having to face tough decisions and tragedy through courage. For example Gubar
8 pages (2000 words) Essay
Despite the best efforts of academics, little is known about the way policy is formulated. Discuss
he paper focuses a lot on policy formulation in aviation industry it also gives examples of policies found in the industry and why much is not known on how policy is formulated despite the gained information from the education. Policy normally describes the government’s
4 pages (1000 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation