Exploring Tourism/Resources/Lesson Plans/Lesson Plan 6a-7a
In these two sessions we are going to look at the marketing of NZ as a destination and then move down to the Regional Tourism Organisation (RTO's) level. Can you tell me what you covered with Phil: ask students to discuss in pairs and then write up on board what they come up with.
- 7 P's
- target markets
Go to wiki - take students through course outline and then back to marketing section. Complete a PESTEL on New Zealand - get them to look at wiki link (they can do this in pairs again and then put up on matrix (whiteboard)
Address this again after lesson.
Positioning - how the destination is perceived by the market - are we a market leader?, follower, challenger?
Resources on the blog:
Trip Advisors - trip barometer advises that UK and Indian markets are the most keen to visit NZ - After the Royals had been NZ was a top destination for UK travellers
- Royal Itinerary second most viewed item on TNZ media website
Video from tourist perspective - 4.20m
- Travel Image
Travel Image Report Print out
- New Zealand - 3.54
- Scotland - 1.12m
- England - 1.16m
Look at video from each
Why worry about your image?
Two groups read the handout:
- group one Jan Lockhart and Johathan Loh
- group two David Karlsson, Lars Mathiasen
Answer above question and report back to class
Activity for next week:
- young couples without children
- families with children
- over 50's
Revise what we did for TNZ last week
Role of Tourism NZ Promote NZ through one campaign - 100% Pure (one stop shop) why?
Work with the RTO's
RTO's looking at wiki Identify Wellington
- Website - whats good about it - in pairs (10 mins to discuss)
website - students can do this in pairs
- 7P's marketing - use in conjunction with 4Ps slideshow on wiki
- Identify what is product
- Physical Evidence
- SWOT analysis - forms in pairs (15 mins to complete) then put up on board
Logo - Absolutely Positively Wellington