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The document discusses strategic approaches for international tourism marketing, emphasizing the need for targeted and data-driven methods to attract diverse audiences amidst growing competition. It highlights the importance of leveraging social media and local events to create memorable experiences while addressing challenges such as cultural differences and technological barriers. Additionally, it identifies opportunities in emerging markets and advancements in digital tools that can benefit smaller destinations.

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14 views4 pages

Transcript

The document discusses strategic approaches for international tourism marketing, emphasizing the need for targeted and data-driven methods to attract diverse audiences amidst growing competition. It highlights the importance of leveraging social media and local events to create memorable experiences while addressing challenges such as cultural differences and technological barriers. Additionally, it identifies opportunities in emerging markets and advancements in digital tools that can benefit smaller destinations.

Uploaded by

ditconmemay031003
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Transcript - Approach for International Tourism Marketing

[Introduction]
Good [morning/afternoon] everyone,
I’m [Your Name], a member of Group 6. Today, I’ll present “Approaches for
International Tourism Marketing,” a crucial aspect of driving success in the
global tourism industry.
As international tourism continues to grow rapidly, competition among
destinations becomes increasingly competitive. Therefore, having the right
approach not only attracts the right audience but also builds a country’s
reputation as a must-visit destination.
Let’s dive into the details of how we can effectively approach international
tourism marketing.

[1. Why Does International Tourism Marketing Require a Strategic


Approach?]

Here are three critical reasons:


1. Increased Competition: Countries compete globally for tourists, each
offering something different to see or experience. A quality strategy does just
that.
2. Efficient Resource Allocation: With a well-defined approach,
marketing budgets are spent effectively to reach the right audience.
3. Changing Travel Preferences: Tourists' needs always change. A
tailored approach can help a destination remain relevant.
Example: In 2019, the World Tourism Organization (UNWTO) indicated
over 1.5 billion international arrivals worldwide. So it highlights the huge job
ahead of reaching international travellers.
[2. Effective Approaches for International Tourism Marketing]
To effectively market international tourism, two key approaches can be
combined for maximum impact:

a. Data-Driven and Targeted Approach


The first key approach is to figure out your audience and analyze data to get
to them more effectively.

Segmenting Your Audience: Destinations should focus on different customer


segments based on demographics (e.g. millennials vs. retirees), interests
(cultural vs. adventure tourism), and geographic region (Europe vs. East
Asia) to create messaging that is targeted to specific groups.
Using Data and Technology: Analyzing traveller data from platforms like
Google, social media and booking sites to understand visitor behaviour,
preferences and trends. AI can be used to help us predict travel seasons and
trends, enabling more targeted campaigns.
Example: Sometimes, historical sites in Vietnam, like Hoi An and Hue,
promote to European tourists the culture they care about, while Phu Quoc
promotes itself as the eco-destination for Southeast Asian markets.

b. Event Based and Social Media Marketing


The second way is to make memorable experiences and spread them around
with social media and events.

Promoting Local Events: International festivals, cultural celebrations or


conventions can also host tourists and create attraction
Leveraging Social Media and Influencers: Platforms like Instagram, TikTok,
and YouTube provide the ability for destinations to show visually stunning
content.
Examples in Vietnam: Both the Da Nang International Fireworks Festival
and the Hue Festival draw local and international visitors. Such events are
promoted through social media campaigns that spread excitement around the
world
3. Challenges and Opportunities in Applying These Approaches.

a. Challenges
1. Cultural Differences
 Tailoring marketing campaigns to fit the cultural context of each
country can be costly and complex.
 Example: A food advertisement using beef dishes may work well
in Western countries but could fail in India, where many people
avoid beef for cultural or religious reasons.
2. Technological Barriers
 Not all destinations have the technological infrastructure or
resources to implement data analytics or artificial intelligence
(AI) effectively.
 Rural destinations or developing countries may struggle to access
and implement advanced technological tools required for data-
driven marketing.
3. Limited Budgets for Smaller Destinations
 Smaller countries or destinations with smaller marketing budgets
might face difficulties in reaching global audiences compared to
more financially powerful competitors.

b. Opportunities
1. Access to emerging markets
Emerging markets such as India, China, and Southeast Asia are
growing rapidly, with a growing middle class.
Benefits: These markets represent a large pool of potential travellers
with increasingly diverse needs.
2. Advancements in Digital Tools
 Technology is becoming more accessible, allowing smaller
destinations to leverage tools like social media, digital marketing,
and online platforms.
 Example: Smaller destinations can reach global audiences
through social media campaigns, influencer marketing, and
partnerships with online booking platforms.

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