Branding and promotion strategies, market segmentation, target Essay

Branding and promotion strategies, market segmentation, target marketing and positioning in international tourism - Essay Example Tourism Australia is a statutory body subject to the Commonwealth Authorities and Companies Act 1997 (CAC Act). This recognises the commercial focus of the new body and the need for it to operate flexibly in a commercial environment." The expenditure of tourist dollars by international visitors has the same economic effect for a country as selling products by export in international markets. Attracting international visitors is, therefore, encouraged by most countries around the world-especially by their governments and major tourist service providers such as airlines, hotel chains, major tourist attractions and tourist events. With increasing international travel, due to technological innovations in transportation and global communications, the competition for international tourists is increasing and, therefore, applying marketing principles and techniques to destinations has become a growing area of marketing practice. Of particular relevance to the international marketing of destinations are branding and promotion strategies, market segmentation, target marketing and positioning. Australia is a long-haul destination from many of the large tourist markets. ... ive skills and knowledge of four separate organisations: the Australian Tourist Commission; See Australia; the Bureau of Tourism Research and Tourism Forecasting Council. The main objectives of Tourism Australia under the Tourism Australia Act 2004 are to: Influence people to travel to Australia, including for events; Influence people travelling to Australia to also travel throughout Australia; Influence Australians to travel throughout Australia, including for events; Help foster a sustainable tourism industry in Australia; and Help increase the economic benefits to Australia from tourism. Tourism Australia is a statutory body subject to the Commonwealth Authorities and Companies Act 1997 (CAC Act). This recognises the commercial focus of the new body and the need for it to operate flexibly in a commercial environment." The expenditure of tourist dollars by international visitors has the same economic effect for a country as selling products by export in international markets. Attracting international visitors is, therefore, encouraged by most countries around the world-especially by their governments and major tourist service providers such as airlines, hotel chains, major tourist attractions and tourist events. With increasing international travel, due to technological innovations in transportation and global communications, the competition for international tourists is increasing and, therefore, applying marketing principles and techniques to destinations has become a growing area of marketing practice. Of particular relevance to the international marketing of destinations are branding and promotion strategies, market segmentation, target marketing and positioning. Australia is a long-haul destination from many of the large tourist markets. Therefore, the