International travelers are often attracted to exotic appearances.
Tourism development provides communities with additional income, allowing them to acquire resources they normally could not acquire. The approaches to marketing and promoting tourism in an area vary depending on the location's characteristics. However, most tourism promoters face some general problems.
Community Goals
Rural areas want tourists to purchase their products and services. However, the rural area must create an image that will appeal to people outside of rural communities. For example, the area might have picturesque covered bridges or may emphasize the quiet nature as an alternative to the bustling city life. The community must get the image out to the public through methods such as advertisements and direct mail. A county known for its corn may market the area with cartoon corn on the cob T-shirts and duffel bags, in addition to its harvests.
International Tourism
International destinations promoting tourism rely on their unique strengths, such as an excellent health industry, and distinctive aspects of their culture. Societal traditions may spark interest in foreigners who want to increase their cultural understanding and countries might have trends that attract foreign attention. However, some countries, such as Japan, also use tourism to attract foreigners to medical centers where they can receive treatment from highly qualified medical professionals. When advertising culture, promotional managers stress visuals, such as the colorful designs of clothes used in traditional dances. With more instrumental benefits such as health care, emphasis lies on credentials and medical benefits.
Slow Pace Emphasis
Tourism can require that the customer put a large amount of time and money into the trip. Customers must travel to the service, sometimes using several hours of flight. Visitors usually don't expect a fast service, so promotions emphasize relaxation, fun and a slower pace. In addition to showing picturesque visuals, tourism promotions often depict tourists enjoying themselves, relaxing, smiling and engaging in fun activities.
Inconsistent Services
Tourist industries must provide for all the traveler's needs in an enjoyable way. Besides having fun, tourists will be concerned about travel, food and lodging. Quality-control issues can emerge as tourism promoters lack control over decisions each business makes in the tourist area. In addition, various aspects that attract tourists can change, with shows ending and stores going out of business. Promoters must stay updated on available services. Since businesses will likely want to benefit from the tourism, they will often willingly help the marketers develop marketing plans.
Diverse Demographics
Tourism industries must market to diverse demographics. There are tourists interested in budget stays and others looking for extravagant getaways. Tourism spots that market to very different international demographics must understand the cultural preferences and assumptions of the international demographic. For example, a tourism agency marketing to a very conservative country might not want to emphasize a particular tourist destination's nightlife.
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