This training module starts off by explaining the need to understand the term product and the various product distinctions that are made when discussing an organization’s tourism products. Once this is accomplished, we examine the need to Define Federal, Provincial and Community Tourism Brands by discussing strategies for the Branding of Federal, Provincial/Territory, Community and Accommodation and Outfitter tourism products.
Key issues within this module include Re-Thinking Federal Tourism Packaging and Marketing Strategies; Commercial Improvement and Development Strategies; and Tourism Packaging & Bundling Strategies.
Tourism Brands Position Strategies are covered, with topics that include Positioning Strategy Options such as the use of a Leadership Strategy, a Market Gap Strategy, a Life-Style Strategy, Head-On Strategy, Niche Marketing Strategy or a Product Distinction Strategy.
Individual segments are reserved for the discussion of Accommodation, Food Service and Retail Marketing Strategies. Topics in each segment include a discussion on Core Products and Services Assessment, New Products and Product Lines, Packaging Products, Developing Partnerships, as well as On-Line Design & Branding.
These topics are used to explore each category of business within the three main business groups. For instance, with Accommodations, we discuss Cottage/Lodges & Resorts as one category, and Motels/Hotels, Trailer Parks/Campgrounds and Bed & Breakfast operations as separate categories. Food Service business categories include Restaurants and Chip Stands/Food Carts. Under Retail, there is no breakdown of different business categories and this business group is examined as an aggregate collection of retailers.
Finally, we examine Tourism Pricing Strategies and the impact it has on marketing the local tourism product. Issues that are discussed, include Seasonal Pricing and User Fees.
Upon completion of this Module, the reader can complete the Test Your Knowledge Questionnaire that is included, to measure the depth of their knowledge.
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