Exploring Tourism/Activities/Marketing Dunedin

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Photo courtesy of Brian Treanor


Learning Objective (4) - The role of destination marketing


Marketing Dunedin


1. External and Internal environments; Positioning - how the product/destination fits into the market, what its image is, branding, and who is likely to buy or experience it (key target markets). Is Dunedin a "market leader, challenger, or follower? - explain. What does it have the potential to be? Carry out a SWOT for the destination. What other regional competition does Dunedin have to compete with? What about geographic regions? (approx. 250-300 words)

2. Developing the marketing mix ;Identify and describe the 4P's of marketing; product, price, place and promotion for Dunedin (put into a matrix) now add the extra 3P's - Process, People, Physical Evidence and provide examples under each heading. (approx.250-300 words)

3. Positioning and Promotion; Compare and contrast DunedinNZ.com website with one other RTO (include link) in New Zealand. Provide examples from each of the websites of what doesn't work well (in your opinion) and then what aspects work better in one website than the other (two examples).

  • (word count 800-900 approx)

All work must be correctly referenced and added to the report for marking.

Supporting Resources