There are five key phases to the consumer travel marketing cycle that influence
the effectiveness of your marketing and ultimately your sales. Figure 13 shows
these phases and the marketing goal and associated communications differ in
each phase.
Markets &
TARGETING A
CONSUMER GROUP
As most tourism ventures have limited resources, marketing to everyone
(known as mass marketing) is not viable. Therefore, most tourism ventures
adopt a 'target market approach' to their marketing efforts. Target
marketing is about selecting a limited group of consumers to direct
your marketing efforts. In doing so, you create and maintain a marketing
mix specifically designed to satisfy the needs of group members (your
market). Thus, your product, promotion, distribution and pricing strategy
(that make up your marketing mix) is aligned to targeting the members
of that group.
Figure 13. The consumer travel marketing cycle
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