2. ppt on asean tourism marketing strategy1

8/10/2019 2. PPT on ASEAN Tourism Marketing Strategy1

1/30

1

Prof. Dr. Walter Jamieson

ASEAN Tourism Strategic Plan Forum

November 19, 2013


2/30

2

Objectives

Market Segments are Defined

NTO MarketingAvailable

Resources

ATSP: Nature,Culture, CBT &

Cruise Products

Forces &

Trends

The NTOs Identify National Products, Experiences & Activities

THE MCWG & PDWG Develop Regional Products, Experiences &

Activities

MCWG & ASEANTA Design Marketing and Distribution

Strategies


3/30

3

STRATEGIC OBJECTIVES

Increase number of

international visitors

traveling to Southeast

Asia.

Determine how the

ASEAN NTOs can

contribute to the

overall positioning of

ASEAN

Stress that the power

of tourism as a

development tool is

incorporated into a

marketing approach.

A marketing strategy

that will guide

budgetary decisions.

"ASEAN for ASEAN".


4/30

Creating

Memories

Societal

Development

Sustainable

Tourism

4


5/30

CREATE

MEMORIES

DevelopProducts

Standards HR

Marketing

5


6/30

IMPROVESOCIETIES

Economic

Development

Social

Development

Cultural

Development

6


7/30

7

SITUATION

ANALYSIS


8/30

Global Social and

Economic Forces

Emerging Trends

in VisitorMotivations and

Behavior

Emerging Trends

in Marketing,Advertising and

Distribution

8

GLOBAL/REGIONAL EMERGING

TRENDS AND FORCES


9/30

9

Interest-based

approach.

New normal" has

a significant

component of

uncertainty.


10/30

10

INTEREST-BASED

MARKETSSEGMENTS


11/30

Essential Supply Conditions

SUPPLYCarrying

capacity

Readiness for

internationaltourism

AccessibilityQuality of site

management

Proximity to

otherattractions

Level of

community

support

11


12/30

Essential Demand Factors

DEMAND

Present levels of

international

visitation

Demographic profile

present visitors

Market surveys

supporting

international

visitation

Possible new source

markets

12


13/30

13

ExperientialTravel

Creative

Travel

Adventure

Travel

Extended,

Long Stay

Tourism

Generic &

Mass Travel

Business

Related

Travel

ASEAN for

ASEANS

ASEAN TARGETS MARKET SEGMENTS


14/30

1. Generic and Mass Travel:

China & India

14

Sightseeing Food Shopping

Visiting Family Spas Entertainment

Urban

Experiences


15/30

2. Experiential Travel Interests

15

Health tourism Spas Culinary tourism

Cultural tourismCommunity-based

tourismUrban tourism

Ecotourism Volunteer tourismMarine based

tourism


16/30

3. Creative Travel Interests

16

Museums Art Galleries Festivals

Music Handicrafts Performing arts


17/30

4. Adventure Seeking Travel Interests

17

Extreme tourism Adventure tourism

Community-based

tourism Gap year tourism


18/30

5. Seniors/ Extended/ Long Stay

Tourism

18

Important marketHas minimal negative

impacts on a destination

Can contribute significant

economic and employmentimpacts

Requires the development

or adaptation of

transportation,accommodation and other

services


19/30

6. Business Related Travel

19

Meetings Incentives

Conventions Exhibitions


20/30

7. ASEAN for ASEANS

20

Important activity to

help build the ASEAN

community.

Each member

responsible to market

themselves effectively

to fellow member

countries.


21/30

21

PRODUCT,

EXPERIENCE

AND ACTIVITIESDEVELOPMENT


22/30

22


23/30

Clusters Trails

Circuits Packages

23

NATURE OF THE ASEAN PRODUCTS

AND EXPERIENCES


24/30

24

ASEAN TAGLINE AND LOGO


25/30

25

DISTRIBUTION

CHANNELS AND

STRATEGIES


26/30

26

Piggybacking on the

activities of the NTO's

E-MarketingInteractive website

MAJOR DISTRIBUTION

CHANNELS FOR ASEAN


27/30

Individual NTOs

International

organizations

Private-sector

companies

Public sector

organizations

27

PUBLIC-PRIVATE PARTNERSHIP

STAKEHOLDERS


28/30

28

POSSIBLE MEASURES OF SUCCESS

Increase in

dispersion of

travelers away from

the main tourist hubs

Increase in

destination brand

equity

Increase in

destinationcompetitiveness

Increase in

opportunity creationfor people at the

destination


29/30

29

Its

Happening!!


30/30

30

2. ppt on asean tourism marketing strategy1

Documents