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Destination Queenstown- Tourism Marketing

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Ashley Provest

on 16 June 2014

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Transcript of Destination Queenstown- Tourism Marketing

Destination Queenstown
Ashley Provest, Meg Granger, Kate McCarthy & Jared Keens
MARKET SEGMENTATION
Target Market for Queenstown;
Geographic; Guangzhou China - emerging middle class of residents, with flights to New Zealand
Demographic; Ages 25-30+, in the middle and Upper Classes of Chinese residents
Psychographic; Overall Intrigue in Western culture, and the seeking of aspiration products and lifestyles, and interests in the natural culture of the destination
MARKET SEGMENTATION
From the UNWTO World Tourism Update 2012:
China; the fastest growing outbound tourism nation in the world
Urban Growth; resulting in more disposable incomes
Expected to continue to grow in the future
(UNWTO, 2012)
MARKET SEGMENTATION
From the Key Statistics of Visitors to New Zealand, the number of travellers from China in 2014; has grown 60% since 2006 (Statistics New Zealand, 2014).
MARKETING MIX
MARKET SEGMENTATION
DESTINATION BRANDING
A destinations position is crucial to an overall branding strategy as it differentiates the product from its competitors and highlights why the destination is unique (Kolb, 2006)
Segment specific position as destination encompassing unique and stunning scenery where luxurious and indulgent products and services can be consumed
Segment specific slogan of 'Xiáng Lè' which translates to “seek pleasure” or “indulge in enjoyments”
DESTINATION POSITIONING
A destination image is the lasting brand associations in the minds of consumers (Keller, 1993) and this brand association may take form through direct experience, information sources or pre-existing experience (Martinez and Pina, 2003)
A segment specific image of Queenstown will be presented through the use of imagery and narratives to form image associations, and through direct experience at industry events in Guangzhou such as local food and wine tasting
DESTINATION IMAGE
DESTINATION BRAND & PERSONALITY
A destination brand seeks to distinguish and differentiate a destination from its competitors through the development of a logo, slogan, colour palate and a unique personality and characteristics to communicate its value (Tasci, 2011)
Queenstown be re-branded as a luxurious and indulgent destination with a mature, wise and sophisticated personality
Co-branded advertising and partnerships with brands such as China Southern Airlines to build brand associations and trust
PROMOTION & ADVERTISING
Promotion plays an essential role in an organization’s marketing mix as it aims to inform, persuade or remind the target market about the organization or the products it offers (Rix, 2007)

In relation to tourism:
Promotion is vital in communicating the image of the destination to the target audience
Destination Queenstown have previously communicated the image of Queenstown being an adventure-based, thrill seeking holiday destination
The aim of our promotional strategy is to promote Queenstown as an exclusive, indulgent holiday experience
DESTINATION PROMOTION
Our promotional strategy will involve adopting the following mediums:

Advertising
Outdoor (Billboards)
Not a focus on mass media due to budgeting restrictions

Digital Marketing
Social Media, including the use of:
- Kaixin001
- Sina Weibo
- Tencent Weibo
- YouKu
PROMOTION STRATEGY
Digital Marketing
Website Development
- Developing a Destination Queenstown website specifically dedicated to Chinese tourists
- Allows the site to be more user-friendly for our target audience

Cross promotion with China Southern Airlines
- Potential partnership with China Southern Airlines
- If this is possible our strategy is to promote China Southern Airlines through our promotional
mediums, in turn have them promote special deals for flights to Auckland as well as boosting the
number of flights during future campaigns
PROMOTION & ADVERTISING
QUEENSTOWN OVERVIEW
REFERENCES
ABOUT QUEENSTOWN
Queenstown, New Zealand, is the Southern Hemisphere’s premier four season lake and alpine resort region.
Queenstown is surrounded by majestic mountains and nestled on the shores of crystal clear alpine Lake Wakatipu.
Targets young free independent and semi-independent travelers and it is positioned as the premier all season alpine lake region and the adventure capital of NZ.
IDENTIFIED SEGMENT
Middle to upper class Guangzhou based China nationals aged 25+

Justification:
Emerging Chinese middle class
Chinese visitation to NZ doubling in 3 years (Stats NZ, 2014)
90% of Chinese visitors landing in Auckland
40,000 visitors flying from Guangzhou compared to 0 in 2010


SWOT ANALYSIS
THE MARKETING MIX


Baron, L. (2013, November 7). Tourism New Zealand and Queenstown partner to boost tourism. Retrieved from Destination Queenstown: http://www.queenstownnz.co.nz/Media/media-releases-blog-detail/index.cfm/2013/11/tourism-new-zealand-and-queenstown-partner-to-boost-tourism/

Belch, G. E., & Belch, M. A. (2012). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill Irwin.

Boon, B. (2006). When Leisure and Work are Allies: The case of skiers and tourist resort hotels. Career Development International, 594-608

CWT Vision. (2011). Not yet common, online booking benefits harder to deny. Retrieved from Carlson Wagonlit: Travel: http://www.carlsonwagonlit.com/export/sites/cwt/en/global/insights/cwt_vision_pdf_en/1005-online-bkg.pdf

Destination Queenstown. (2014). Promotional Material. Retrieved April 10, 2014, from Queensown New Zealand: http://www.queenstown.co.nz/Media/marekting-collateral-media/

Govers, R., Go, F. M., & Kumar, K. (2007). Promoting Tourism Destination Image. Journal of Travel Research, 15-23.

Hall, C.M. (2007). Tourism in Australia (Vol. Fifth Edition). Frenchs Forest, NSW, Australia: Pearson.

Millward, S. (2013, March 13). Check Out the Numbers on China’s Top 10 Social Media Sites (Infographic). Retrieved from TechinAsia: http://www.techinasia.com/2013-china-top-10-social-sites-infographic/

Morrison, A. (1998). Hospitality and Travel Marketing. Albany: Delmar Publishers

Rix, P. (2007). Marketing: A Practical Approach. North Ryde: McGraw Hill.

Seddighi, H. R. (2002). A Model of Tourism Destination Choice: A Theoretical and Empirical Analysis. Tourism Management, 23 (5), 475-87.

Simcott, R. (2014, February 27). Social Media Fast Facts: China. Retrieved from Social Media Today: http://socialmediatoday.com/richard-simcott/2213841/social-media-fast-facts-china

Simon, H. B-H. (2003). Better Pricing Processes for Higher Profits. Business Strategy Review, 14 (2), 63-7

Statistics New Zealand, (2014, February). International Visitor Arrivals to New Zealand:February 2014. Retrieved APril 10, 2014, from Statistics New Zealand

The marketing mix refers to Morrison's 'Eight P's' model and is an extension of the traditional 1960's-developed 'Four P's' model, which has been designed to assess the tourism destination as an organisation, or product (Morrison, 1989).
PRODUCT
In the 'Eight P's' marketing mix model, the product refers to the characteristics of the tourism destination. Often the product is intangible & may involve an image, packaging and the service experience (H.R. Seddighi, 2002).
Current product:
'The Adventure Capital of the World'.
Adrenaline seeking
Featured activities including bungee jumping, jet skiing, skydiving
Proposed product:
'Pure luxury and indulgence'.
Showcasing natural beauty- Alpine Lake
Food and wineries
Partnerships
Partnerships are defined as the cooperation or affiliation between two different tourism organisations or stakeholders, in a mutually beneficial relationship (Hall, 2007).
Three proposed partnerships:
1. China Southern Airlines:
Services direct flight from China to New Zealand to encourage visitors to consider NZ as a one-stop holiday destination

2. Local wineries and specialist food services:
Partnerships with local wineries could assist in promotion and image

3. Five-Star resorts & Day Spas/Tour Services:
Luxury packages
Consumer benefits
*This figure represents the current length of stay of Chinese visitors of New Zealand, suggesting that many visitors 'stop-over'.
PRICE
Price refers to the value of the product or service (Simon, 2003).
Current pricing strategy: Demand-cost focus

Proposed pricing strategy: Luxury pricing, 'market skimming'.
Status/ 'Face'
Luxury couples retreat packages, Valentines Day offers, spas, massages & indulgence offers.
New Zealand Tourism, 2011
Prime Restaurant, 2014
New Zealand Tourism, 2011
Destination Queenstown, 2014
Destination Queenstown, 2014
China Southern 2014
Destination Queenstown, 2014
Destination Queenstown, 2014
Full transcript