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Essay text:
A holiday is an intangible product that
the consumer can’t see or touch before they buy. Often the
customer will pay for the product before experiencing it.
The battle for the tourism dollar is increasingly competitive.
The modern tourist is adventurous and seeks an experience
with a high degree of participation. Given these factors and
the wide choice of tourism product available, customers have
high expectations of product quality and value for money.
With this in mind, advertising priorities should consider:
• Who would find your product most appealing?
• What are the potential customers’ needs and desires?
• What creative methods can be utilised to generate
interest in a particular product?
• What is the best way to reach these customers?
Even the most appealing product requires some form of promotion in order to maximise
sales and financial return...
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