Eco turismo
Páginas: 8 (1838 palabras)
Publicado: 2 de julio de 2011
Marketing Environment for Eco-Tourism Agency
The Eco-Tourism as a Marketing strategy has become one of the most effective and widely used in the management of tourist agencies. Generally is designed to strike a balance between economic benefits, customer satisfaction and public interest.
The key to success is to identify what it can offer a specific destination, taking into account thecurrent market trends, or what to look for the tourist who wants to know, enjoy what experiences, aspirations, tastes and preferences.
The Tourism Marketing allows us to know and understand the market, and as any market, to sell you need to offer the client attractive offers, competitively prices and diversity of options. Any business in the market of ecotourism needs to be able to get customerswilling to consume the product or service and maintain fidelity to it. It also involves being aware of the competition to get better positioning, increase or maintain their market share and learn from the best performers.
The company
“SEA International is the Standards Agency for the green tourism in the UK and internationally. The company provides advice and development services to clientsinterested in adopting best practice in sustainable tourism and has a well proven track record having won and helped sites win a number of coveted national and international awards.” Shetland Environmental Agency Introduction. (n.d.). Retrieved from http://www.e-valuer.co.uk/index.html (accessed 12, 2010)
Tourism Market Segmentation
Marketing ecotourism has had to face significant changesin demand due to the large diversification that has occurred in the characteristics, needs, desires and preferences of consumers, it is for this reason that market segmentation is the first step in developing and effective marketing strategy. Know a days is perfectly normal for a old retire couple to look for an exotic destination for their vacations. The market is open to different types ofconsumers and, of course, to sell the marketing needs to adjust to these changes.
Being in the ECO- Tourism market is part of segmentation in the traditional tourism business. It is oriented to audiences who look for a more natural approach of travelling.
"...26% of all tourists from the United Kingdom who participated in the original study qualify as Ecotourists. A large percentage of UKtourists stated they were looking for activities such as “walking in untouched countryside or natural environments” (65%); “seeing wildlife in natural surroundings” (62%); or visiting environmental/ecological sites” (49%) in a long haul holiday. Almost one third (27%) of UK tourists sometimes plan their holiday around bushwalking-related activities." DOWNLOAD.pdf. (n.d.). Retrievedfromhttp://www.tq.com.au/fms/tq_corporate/research/fact_sheets/the_united_kingdom_ecotourism_market.pdf
The main objective of the segmentation strategy is to work towards the market demands and to be able to compete in a market full of new styles of consumers, preparing the offer to their tastes and their budget.
Marketing Strategies
Marketing principles and theoretical elements are applicable to anyindustry and any organization; however, although the principles are the same the implementation might vary.
Due to the complexities of the tourism sector is a good idea to implement the Marketing Value strategy, investing more attention and resources to make the name of the agency a stronger brand (logo, slogan, and image). This will not only help to change matters of promotion and product-servicepresentation, but also, to add value to the service being selling.
Marketing based on the needs and desires should increase the quality and value of what is being offered. A more emotional approach to the consumers catch the attention of clients adds new attributes to the product and satisfies a greater number of issues defendants. In the eco-tourism market the value of an approach like this...
The Eco-Tourism as a Marketing strategy has become one of the most effective and widely used in the management of tourist agencies. Generally is designed to strike a balance between economic benefits, customer satisfaction and public interest.
The key to success is to identify what it can offer a specific destination, taking into account thecurrent market trends, or what to look for the tourist who wants to know, enjoy what experiences, aspirations, tastes and preferences.
The Tourism Marketing allows us to know and understand the market, and as any market, to sell you need to offer the client attractive offers, competitively prices and diversity of options. Any business in the market of ecotourism needs to be able to get customerswilling to consume the product or service and maintain fidelity to it. It also involves being aware of the competition to get better positioning, increase or maintain their market share and learn from the best performers.
The company
“SEA International is the Standards Agency for the green tourism in the UK and internationally. The company provides advice and development services to clientsinterested in adopting best practice in sustainable tourism and has a well proven track record having won and helped sites win a number of coveted national and international awards.” Shetland Environmental Agency Introduction. (n.d.). Retrieved from http://www.e-valuer.co.uk/index.html (accessed 12, 2010)
Tourism Market Segmentation
Marketing ecotourism has had to face significant changesin demand due to the large diversification that has occurred in the characteristics, needs, desires and preferences of consumers, it is for this reason that market segmentation is the first step in developing and effective marketing strategy. Know a days is perfectly normal for a old retire couple to look for an exotic destination for their vacations. The market is open to different types ofconsumers and, of course, to sell the marketing needs to adjust to these changes.
Being in the ECO- Tourism market is part of segmentation in the traditional tourism business. It is oriented to audiences who look for a more natural approach of travelling.
"...26% of all tourists from the United Kingdom who participated in the original study qualify as Ecotourists. A large percentage of UKtourists stated they were looking for activities such as “walking in untouched countryside or natural environments” (65%); “seeing wildlife in natural surroundings” (62%); or visiting environmental/ecological sites” (49%) in a long haul holiday. Almost one third (27%) of UK tourists sometimes plan their holiday around bushwalking-related activities." DOWNLOAD.pdf. (n.d.). Retrievedfromhttp://www.tq.com.au/fms/tq_corporate/research/fact_sheets/the_united_kingdom_ecotourism_market.pdf
The main objective of the segmentation strategy is to work towards the market demands and to be able to compete in a market full of new styles of consumers, preparing the offer to their tastes and their budget.
Marketing Strategies
Marketing principles and theoretical elements are applicable to anyindustry and any organization; however, although the principles are the same the implementation might vary.
Due to the complexities of the tourism sector is a good idea to implement the Marketing Value strategy, investing more attention and resources to make the name of the agency a stronger brand (logo, slogan, and image). This will not only help to change matters of promotion and product-servicepresentation, but also, to add value to the service being selling.
Marketing based on the needs and desires should increase the quality and value of what is being offered. A more emotional approach to the consumers catch the attention of clients adds new attributes to the product and satisfies a greater number of issues defendants. In the eco-tourism market the value of an approach like this...
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