Rapport : création de "la marque Ecosse"

Exposé Marketing & marques Marketing tourisme

Date de publication :

06/09/2008

Langue :

Français

Format :

.doc

Nombre de pages :

11 pages

Niveau :

expert

Consulté :

2 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Image & branding
Target groups (from Durie et al., 2006)
1. UK tourists
2. American tourists
3. German tourists
4. French tourists
5. European students
6. MICE tourists from European union and the UK
Marketing tools & communication channels (Middleton, 2001)
1. Advertising
2. Public relations
3. Print & electronic material
4. Direct marketing
5. Sales promotion
6. Personal selling
7. Marketing facilitation

Résumé :

The tourism market has never been so competitive. Ten top destinations appropriate 70% of international tourists (Pike, 2004). Whether they want to keep or to reach a leading position on the tourism market, destinations will have to fight. Tourism in Scotland is worth 4.5bn total GDP, and represents 8% of employment (Yeoman, 2005). Durie et al. (2006) state that the rich history, culture and nature "create a sense of a place" in Scotland and a national identity. This is a great advantage for differentiation in the battle for tourists. However, Scotland must not rest on its laurels. This report will develop a strategy to make "Scotland the Brand" with first, a review of the reasons to promote a distinctive image , then a selection of target groups for Scotland, and finally, a set of communication channels to reach the selected target groups.
To be successful, Morgan and Pritchard (2002) believe that a brand has to possess the six following characteristics.
First, the destination brand must be "credible" and "deliverable". Morgan and Pritchard (2002) argue that a destination has to find a unique selling proposition which its competitors are envious of. This unique selling proposition can be replicated by the competition but it cannot be beat or appropriated. Morgan and Pritchard believe that a destination brand has to be "credible" and "deliverable": it is a promise to the tourists, so it must "allow them to develop realistic and fulfil-able expectations" (Buhalis, 2000: 101). Allard (2004) assumes the destination has to even exceed the customers' expectations, offering them a very high satisfaction to stimulate the word of mouth.