Scribd
Upload
15 views1 page

Insert Paper 3 May_June 2020 (1)

Uploaded by

amal oseli
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
15 views1 page

Insert Paper 3 May_June 2020 (1)

Uploaded by

amal oseli
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 1

2 3

Fig. 1.1 for Question 1 Fig. 2.1 for Question 2

Uzbekistan is a landlocked country in central Asia. In 2017 two million tourists visited Uzbekistan. Nowadays it takes a lot more than pictures of palm trees and beaches on the cover of a printed
brochure to attract the increasingly experienced tourist. People want more out of their travels and
The State Committee for Tourism Development (SCTD) in Uzbekistan has introduced a range of more for their money. They want more local culture and more authentic experiences as well as
marketing activities aimed at enhancing both domestic and inbound tourism and, in particular, the unique, high quality amenities.
creation and promotion of a new tourism brand for the country.
Most tourist boards are familiar with these demands. The quality and tone of destination marketing
The SCTD is considering creating tourism brand ambassadors in foreign countries. A brand materials reflect this. Tourist boards also know that attracting the right kind of visitor now requires
ambassador will represent the interests of Uzbekistan Tourism, upholding the messages of the a more personalised touch using mobile technology. Social media platforms have made it easier
advertising campaigns by using the Uzbekistan Tourism brand names and photographs to to create the right advertisements with the right emotional triggers. Hotel and retail brands in
encourage more visitors to the destination. It is planned that brand ambassadors will be invited to the commercial sector have become particularly expert at this. In comparison, non-commercial
visit Uzbekistan at least twice a year for promotional reasons. All tourism marketing of the country organisations and government agencies have been much slower to adopt digital technology,
will be handled by the national Public Relations (PR) Centre in Uzbekistan. although this has started to change.

An international television channel with 24-hour broadcasting will be used to promote the tourism In Latin America, marketing budgets are beginning to increase as tourism authorities recognise that
potential of Uzbekistan to international visitors. To further enhance the marketing of the destination, tourism is a critical driver of economic development for the region. Competition between country
the SCTD also intends to create regional tourism brands, each with its own logo to represent each brands in the Latin American region has intensified as Mexico, Colombia and Peru are promoting
of the regions in the country. In the early stages of creating regional tourism brand identities, the lesser known local attractions. With iconic events such as Mexico’s ‘Day of the Dead’ festival and
Ferghana region of Uzbekistan has caused controversy. At the launch of its ‘Ferghana, enjoy historic, cultural monuments such as Peru’s Machu Picchu having already become household
the beauty’ brand, critics pointed out the strong resemblance between Ferghana’s logo and the brands, marketing now focuses on promoting second-tier destinations which usually only appeal to
‘Enchanting Russia’ logo, one of the logos recently submitted for a competition to create a national locals and explorer type visitors. With new creative strategies showing off the region’s rich diversity,
tourist brand for Russia. Both Russia and Uzbekistan are now independent countries but were brand campaign managers need to spend their budgets on social media marketing first, and only
previously part of the same country known as the Soviet Union. use offline channels to supplement their marketing.

The rise in visitor numbers to Latin America is a result of a revival after a few difficult years when
the tourism sector was badly affected by a wide range of impacts.

• The slump in crude oil prices in 2015 damaged many Latin American economies.
• Intra-regional travel declined as individuals and businesses tightened budgets.
• Political upheavals and scandals, especially in Brazil and Venezuela, put off potential
visitors.
• The region still has some deep-rooted social challenges to overcome, including histories
of corruption and violence.

The use of tools such as advert targeting and mobile device tracking means that destinations can
measure campaign returns on investment (ROI) more effectively. Traditionally, this has been difficult
to do on a national or regional scale, given the number of stakeholders involved.

Fig. 2.1

Fig. 1.1

© UCLES 2020 9395/33/INSERT/M/J/20 © UCLES 2020 9395/33/INSERT/M/J/20

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy