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Essay example - Bandung - Promotion Strategy
Pages 4 (1004 words)
Bandung – Promotion Strategy 1. Introduction Destination tourism marketing is complex because of the variety of stakeholders involved and the complexity of the relationship of the local stakeholders. This requires an understanding of the destination, its strengths and weaknesses as well as an evaluation of its external environment…
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The report focuses on attracting the Australian outbound tourists and hence data concerned with their characteristics and preferences have been evaluated. Endowed with natural beauty, Bandung is the third city in the world with art decoration architecture. SWOT and PEST analysis attached in the Appendices indicate that Bandung offers tremendous potential to receive more visitors. However, the destination lacks marketing and promotion strategy as well as the infrastructure necessary for the growth of tourism. 2. Marketing Research Marketing research is critical to any decision or strategy in business as it provides relevant, accurate and timely (RAT) information (Aaker, Kumar & Day, 2001). For every decision relevant information is essential and these can be obtained through marketing research. Thus marketing research has been defined as an information input to decision and not simply the evaluation of decisions made. Again, gathering information through market research is not sufficient; intelligent use of market research is the key to success. Marketing research plays a vital role in destination marketing strategy. It helps to position the tourism destination and positioning for such products is more than just image creation. A destination is a brand, a combination of all products and services, and experiences provided locally. ...
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