Exploring Tourism/Resources/Lesson Plans/Lesson Plan 6
Diploma in Applied Travel and Tourism
Course Name: Exploring Tourism
Course Code: TT520001
Lesson Plan
Aim: 4P's of marketing - in particular the tourism product
Lecture Delivery Plan:
Look at how New Zealand it promoted as a destination to international and domestic travellers
Destination Branding (Brand Recognition) - how is Tourism NZ marketing NZ as a destination
Q. what is TNZ brand? How is it recognizable? Symbol?
Look at different ways TNZ marketing NZ
Look at some of the "Sector Marketing" (identifying particular sectors)
- Film sector - Hobbit Trilogy
- International Business Sector - meetings, conventions, incentives, events
- Sporting Events - Cricket World Cup, Fifa Under 20 - World Cup
- Cruise - benefits for key regional areas
- Premium - luxury travelers Luxury lodges, super yachts
- Special Interest - golf, cycling, fishing,
Devin Supertramp is an American videographer who produces adventure and extreme sport videos and has become one of social media's biggest names, with more than 2.9 million YouTube subscribers and over 490 million total views.
One of his videos - Rotorua Zorb 2:45
Terms: Target market (visitors most wanting to attract)
Demographic: age, race, religion, ethnicity, income and education (study of statistical information)
Psychographic: Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. Because this area of research focuses on interests, attitudes, and opinions
Active Consider used to be Interactive Traveller (person wanted an experience)
- slideshow - in EAD/Travel & Tourism/Certificate Tourism L4/slideshows
Activity
Individually or as pairs - summarise each Active Consider from each country
Tools:
The Story!
(refer to the Wiki site) - go through the marketing mix slideshow SWOT on NZ
then exercise below on Wellington
Start on Dunedin Go through assessment Use this video: Dunedin
Look at wiki go through to marketing mix - use green (The marketing Mix for services) handout as a resource then
PESTEL on Queenstown - do this on the board
A quick SWOT on Queenstown - on board (go through with class)
- split class into two groups and give them
- Skyline restaurant and cafe
- Luge operation plus Luge operation
(15 minutes)
get students to report back now:
Now ask students to go back to marketing mix slideshow and ask them in pairs to:
2. Look at a tourist product (singular) - reminding students that a tourist destination is the sum of its tourism products
- Hotel using the marketing mix grid (4P's) - Novotel Wellington
Product : Novotel room (brand and all its promises), star rating (quality), in heart of city (location) has a range of rooms available, wi fi, babysitting, restaurant, gym, parking (features)
Price: special promotions/hot deals (discounts), list price, booking.com (commission), restaurant (extras), city tax (not in NZ), bed tax (not in NZ) silly surcharges
Place: location, website (method of distribution), power of the Accor brand, booking.com, travel agents (distribution channels)
Promotion: loyalty scheme through Accor Chain, website, Print Media
People: staff training (chain hotels) - visitors; business, weekenders (hotel weekend specials)
Process: Trip Advisor, competitors trip advisor
Physical evidence: signage (brand), website
Activity: Millbrook
