Tourism Marketing a Town to Essay

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Consumer demand in luxury and major events tourism -- two of the most important sectors for Marysville to attract -- is very low (eTurboNews, 2009) and this will affect company's decisions to invest.

The target customer, therefore, is the smaller investor. The segments of tourism that are showing signs of recovery are also those with shorter turnaround times on projects and those that suit a small hill town such as Marysville. The investors the MATDG should focus on attracting are the small guesthouse and independent restaurant/cafe owners. Backpacking and small-scale car tourism are recovering faster than other types of tourism (eTurboNews, 2009).

In order to attract this market, the marketing should focus on the price advantage of Marysville. Land in the town is at a very low value due to the impact of the brushfires, yet the natural attractions remain as potent as ever. The product -- the nature and the ski hill -- are in the process of being restored. Marysville has long had a compelling product to offer Victorians.

The promotion should be focused largely on the message that the region is on the path to recovery, and is ready to once again assume its position as a strong destination for tourism in the region.

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The placement of the promotions needs to be in tourism and entrepreneur publications, online through an attractive website, and through contacts in the state and national government trade organizations. Such organizations are likely to be involved during the recovery process and can help to direct investment to Marysville.

The marketing strategy for the MATDG should focus on the promotional aspect of the campaign. Gaining exposure for the recovery of and opportunities represented by the Marysville area is the most important element of the program; not stimulating immediate buying impulse. The target market should merely be induced to seek out more information -- that is the next step the target market will take in making the decision to invest in Marysville. In terms of specific actions, the ads should inform first, and then subsequently direct the reader to places where more detailed information can be obtained. A secondary effect can be to stimulate desire among consumers for the area, which will reflect well on potential investors as it will demonstrate the area's ability to bring in consumers to the businesses that set up in the area.

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