Marketing Tourism Online, Part One: The Basics

This is part one of an article series which will introduce some basic strategies, considerations, elements, and techniques for marketing tourism products online. We plan to update and refine these articles as situations change and when we have new knowledge to present. If you have comments or questions, or you are interested in Leave Home's travel marketing consulting services, please visit www.Leave-Home.com or contact the author directly. You can also request to be notified when a new article in the series is available.

OPPORTUNITIES AND ROOM TO IMPROVE

While most tourism organizations are by now familiar with the Internet, far fewer have really gained an understanding of the technologies, new resources, new communication opportunities, and the requirements that they represent. These tips and explanations should prove a useful introduction.

While new technologies provide new opportunities, they don't change the basics of marketing: people, product, price, promotion, and distribution. Know your target markets, understand their purchase decision processes, and offer them the right product, at the right time, for the right price--and correct your course continually.

SHAPING THE PURCHASE DECISION PROCESS AND THE TOURISM EXPERIENCE

Your online communication with customers can be used to shape outcomes in the following circumstances and stages, in relation to a potential tourist's purchase decision and tourism experience. Good communication can:

  • Build awareness of a product or destination, and reshape existing perceptions;

  • Generate interest;

  • Provide information to turn interest into desire;

  • Transact the actual purchase or series of purchases;

  • Provide reassurance of a good purchase and offer preparatory information for the actual tourism experience;

  • Continue to provide information, shape perception, and improve the experience during the tourist's journey;

  • Aid and deepen memories after the tourism experience;

  • Build upon your relationship to your customer, to add value for both you and the tourist; and

  • Encourage referrals and generate repeat business.

There are different goals to achieve and appropriate methods of communication for each of these circumstances. Adding further complexity is the fact that different people (family members, friends, co-workers, etc.) may be involved and have varying importance at different stages of one purchase decision!

IN CONCLUSION

Despite these complexities, there are some basic guidelines which will help you communicate and market effectively online. The next in this series of articles presents advice for attracting visitors to your website.

(Seattle, USA; August 2004)

About The Author

Bryan Wilson is a travel marketing consultant and partner in Leave Home Productions. Leave Home Productions provides marketing services and tools to tourism-related businesses and organizations. Our clients benefit from strategies, tools, and creative concepts developed to clarify their needs, make use of their resources, and help them achieve their goals. We specialize in promotions, online communication, distribution and the creation of multimedia and Internet tools. Leave Home also supports marketing with traditional media formats and personal communication. We work to develop solutions that support healthy growth for our clients' business and sustainable tourism for the host communities and environments.

(Leave Home, tourism marketing consultants)

bryan@leave-home.com

In The News:

pen paper and inkwell


cat break through


Online Network Marketing 101A - Basic Must Steps to Follow to be a Successful Marketer

This guide is for people who know what network marketing... Read More

8 Solid Reasons All Non-profits Need a Web Site

A nonprofit organization can take advantage of the Internet for... Read More

How To Increase Your Web Profits by Cutting the Hype

'Hype' is now an often used slang word which is... Read More

Online Sales: 10 Incredible Online Sales Tactics To Make Your Sales Soar

Are you interested in making your online sales soar like... Read More

Make Extra Sales with your P.S. - Internet Marketing

This "little" test I ran was in dedication of Corey... Read More

Online AD Tracking ? An Ongoing Process

Without tracking, your online advertising is just a shot in... Read More

Holiday / Vacation Time But What About Your Online Business?

For many of us, it is time to start thinking... Read More

Boost Your Sales Copy With One Simple Tweak

Do you want an amazingly simple trick to move far... Read More

Website Sales: 10 Super-Charged Tactics To Spark Up Your Sales

If your website sales are down and you desire to... Read More

Product Marketing for Home Based Online Businesses

If you are like most internet based home business entrepreneurs... Read More

Secrets of Successful Advertising

Here I will explain precisely how to advertise effectively, including:1.... Read More

PPC and SEO - Inhouse Vs. Outsource

Any small business owner in a B2B or B2C market... Read More

Triple Your Profits Easily With The Right USP

Convinced you have a fantastic idea for your online business... Read More

7 Simple Steps To Web Wealth

A lot of people and companies have websites. They also... Read More

Getting Some Good Ol Internet Real Estate

Real estate has made many people large amounts of money... Read More

How To Get Free Publicity For Your Business

You don't have to spend thousands of dollars on advertising... Read More

What Not To Do?

As the Internet grows in popularity and importance, the quality... Read More

How to Hit the Target for Your Internet Marketing Through 5 Self Help Questions

Recently, I stumbled upon a simple way to hit the... Read More

Seven Sure Steps In Building Your Reputation Online

If you have to part with your hard-earned money for... Read More

10 Explosive Ways To Turbo-Boost Your Sales

1. Design your web site to be a targeted resource... Read More

3 Quick and Easy Steps to Earn Money Online!

Do you own a web site that is continually failing... Read More

How to Choose an Internet Marketing Company

-- Internet Marketing Determines Web Success --Internet marketing is essential... Read More

Resources For Staying Current of IT Advancements For Online Business Owners

The internet and associated technology changes at a relatively fast... Read More

Starting an Ad Campaign

Developing an ad Campaign for the Startup E-businessOnline advertising has... Read More

I Was at the Point of Giving Up With My Website - Then Something Wonderful Happened!

This wasn't meant to sound like one of those "rags... Read More

Kaizen in Online Marketing

Many people throughout the life of online marketing have utilized... Read More

The Voice of Viral Marketing

Generating buzz through word of mouth will help drive greater... Read More

Internet Marketing - A Leap Of Faith

Do you remember as a child having to do something... Read More

Online Sales: Sneaky Technique To Increase Your Online Sales Anytime

There are some smart and sneaky techniques that can help... Read More

URLs Everywhere

Your URL (www) should be everywhere and more. I know... Read More

Online Sales: 10 Mind Boggling, Electrifying Tricks To Ignite Your Sales

Do you want to unleash a tsunami of sales at... Read More

Taking E-mail Marketing To The Next Level

Many types of Internet advertising don't work as well as... Read More

Avoid Marketing Stagnation Using 3 Basic Methods

You joined an online marketing program, placed some ads, and... Read More