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QuickStart Guide to a Tourism Business

Tourism Marketing Guide

Updated August 2006

Tourism Marketing Guide

CONTENTS
Introduction ...................................................................................................................................... 3 Characteristics of the Western Australian Tourism Industry ........................................................ 3Marketing – An Important Part of Business Success....................................................................... 4 What is Marketing?....................................................................................................................... 4 The Marketing Plan – An Overview ................................................................................................. 5 TheMarketing Plan.......................................................................................................................... 5 1. Business Background............................................................................................................... 5 2. Situation Analysis..................................................................................................................... 6 3. Market Identification ................................................................................................................. 8 4. Marketing Mix ........................................................................................................................... 9 5. Action Plan............................................................................................................................. 25 6. Budget .................................................................................................................................... 25 7. Monitoring and Evaluation...................................................................................................... 26 Appendix One – Marketing Plan Template.................................................................................... 28 Executive Summary ................................................................................................................... 28 Background ................................................................................................................................ 28 BusinessDescription.................................................................................................................. 28 Mission Statement...................................................................................................................... 28 Goals or Objectives .................................................................................................................... 29 Situation Analysis....................................................................................................................... 29 SWOT Analysis .......................................................................................................................... 30 Marketing Plan ........................................................................................................................... 30 Appendix Two – Participatingin Familiarisation Visits................................................................... 33 Visiting Journalist Program (VJP)............................................................................................... 33 Appendix Three – A to Z of Marketing Ideas ................................................................................. 35 ENQUIRIES General enquiries or commentsregarding the ‘Quickstart Guide to a Tourism Business’ or the ‘Tourism Marketing Guide’ should be addressed to:
Tourism Western Australia Destination Development Coordinator Level 9 2 Mill Street PERTH WA 6000 GPO Box X2261 PERTH WA 6847 Quickstart@westernaustralia.com Tel: 08 9262 1700 Fax: 08 9262 1944 westernaustralia.com
© Tourism Western Australia 2006 DISCLAIMER This document has been...