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Sponsorship and Marketing Plan for the Beijing 2008 Olympics, 2006.
An analysis of product strategy (marketing and branding) for the Beijing 2008 Olympic Games.
2,059 words (approx. 8.2 pages), 27 sources, APA, AU$ 77.95
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Abstract
This paper examines the Beijing 2008 Olympics within the context of product strategy (marketing and branding). The paper provides recommendations in order to ensure high service quality at the 2008 Games through an examination of the Olympics consumer and his or her expectations. It also looks at key tools in customer service in order to analyze their product strategy.
Table of Contents:
What is a Product Strategy?
Branding as Part of the Product Strategy
Beijing 2008 - The Objective
Beijing 2008 - The Product
The Security Component of the Beijing 2008 Product
Beijing 2008 - The Product Life Cycle
A Different Perspective - the Beijing 2008 PLC
Beijing 2008 - The Brand
What does a Successful Brand do?
Creating the Beijing 2008 Brand
Brand Equity
Brand Contacts
Adding the Beijing Touch to the Olympic Games
Leveraging Secondary Associations
Attracting Sponsors
Beijing 2008 Sponsorship Program: Rights and Benefits
Conclusion
Service Quality as it Impacts the Consumers' Experience
The Characteristics of a Service
The Concept of Service Quality
Expected Service at the Olympics
Service Design Standards
Who is the consumer?
Understanding Consumer Expectations
Selection of Partner Companies
Criteria for the Selection of Sponsors, Partners and Suppliers
The Human Element of a Service
Achieving Service Quality
Use of Tangibles
Enhancing the Service Encounters at Beijing 2008 through Tangibles
Conclusion
Appendices
From the Paper
"The consumer experience commences from the point of decision, i.e. the moment someone makes a choice to attend Beijing 2008."
"As such, the determinants of service quality - reliability, responsiveness, assurance, empathy and tangibles - have to be applied to the entire process of attending the Olympics."
"This process would include the purchase of airline tickets, the actual flight to Beijing, ground transfers, hotel accommodation, bank, insurance and communication services, purchase of game tickets and entertainment and cultural experiences."
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| Essay # 96253 |
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Marketing Plan for Las Cruces, New Mexico, 2005.
A discussion regarding developing an effective marketing plan for Las Cruces, New Mexico.
4,380 words (approx. 17.5 pages), 17 sources, MLA, AU$ 137.95
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Abstract
This study provides an up-to-date assessment of Las Cruces, New Mexico. The paper discusses how city leaders can better market the resources they have available to the rest of the country and the world, to promote travel and tourism in the city and region. The paper provides a marketing analysis, together with a discussion of general trends that may affect the city in the future. Finally, the paper proposes an evaluation method for the initiative, followed by recommendations for city leaders in Las Cruces and other similarly situated municipalities.
Outline:
Key Marketing Decision Areas for Las Cruces
Products and Services
Promotion
Price
Distribution
Revised Arrival Forecasts
Lodging
Food and Beverage
Analysis of the Current Competitive Environment
Identification and Validity of Key Market Segments and Target Market Groups
Viability of the Proposed Marketing Objectives
Detailed Analysis of the Marketing Mix Strategy
Evaluation of the Systems of Control and Monitoring Used in Measuring the Success of the Plan
Recommendations
Relevant PEST Factors
New Market Segments and Target Markets' New Objectives
Revised Marketing Mix and Monitoring Processes
From the Paper
"Today, Las Cruces, New Mexico is a vibrant community that has been voted America's best place to retire. The city has been fortunate enough to have withstood the downturn in travel and tourism that wracked the industry following the terrorist attacks of September 11, 2001, and has emerged as a growing city that has much to offer its current and potential citizens. It has not always been this way, though. Old accounts tell how a Spanish military party was ambushed by Apaches at the spot where Las Cruces stands today; 14 Spanish soldiers were killed, and their bodies were buried where they fell, marked by crude wooden crosses, thus the name Las Cruces (Spanish: "The Crosses") (Las Cruces, 2004). According to the Las Cruces, New Mexico Convention & Visitors Bureau 2003-4 Marketing Plan, the mission of the Las Cruces Convention & Visitors Bureau (CVB) is to: attract meetings, leisure and business travelers to Las Cruces in the most economic and efficient manner possible in order to stimulate the local economy."
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Japan as a Tourist Destination, 2005.
An insight into Japan as the ideal tourist destination for Australians.
1,023 words (approx. 4.1 pages), 9 sources, MLA, AU$ 43.95
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Abstract
This essay discusses Japan, in terms of culture, as well as attractions. It explores possible reasons for tourists being reluctant to visit Japan. The paper then offers unique ideas on how Japan could market tourism to other areas of the world, in order to encourage tourists to visit.
From the Paper
"Despite Japan's facade of modernity, from its city skylines and "Bullet Trains" to its millions of people who seem to have high-tech cell phones glued to their ears, traditional Japan still exists in a huge network of inns and restaurants, and in arts, crafts and customs that have not changed in over a thousand years. The deceptive thing about Tokyo is that it seems surprisingly Western on the surface with Western looking buildings, McDonald's franchises and kids listening to rap music. It seems like you might as well be in Los Angeles. Yet you don't need to dig very deep to discover the Japanese soul beneath the Western facade. One of the most appealing aspects of travelling in Japan is the richness of culture that can be encountered. Advertisement should grasp that despite Japan's apparent Western aspirations, it is uniquely Japanese. "
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Hunting Wolves in and Around Algonquin Park, 2006.
A look at the sport of hunting wolves in Algonquin Park and the environmental and ethical issues concerned with this practice.
1,800 words (approx. 7.2 pages), 5 sources, AU$ 84.95
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Abstract
This paper explores the environmental and ethical issues involved in the hunting of wolves in and around Algonquin Park. The paper shows how sport hunting is extremely anthropocentric and how the Canadian government supports it. The paper also suggests ecotourism as an alternative to hunting.
From the Paper
"Wolves in North America are in a general state of decline. For example, the article "Fear and Loathing" states, Before the first European settlers arrived, timber (or grey) wolves were found almost everywhere in Canada. The wolf has now been extirpated from Nova Scotia, New Brunswick, Newfoundland, southern Ontario, southern Quebec, and the Prairies. It is endangered in all but one of the lower 48 states, where it has been exterminated from 95 percent of its former range (Anonymous 3). This statement clearly indicates that wolves in North America are generally in a state of decline."
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Natural Amenities in Tourism Areas, 2006.
A look at natural amenities in tourism areas and how they serve as tourist attractions.
2,700 words (approx. 10.8 pages), 6 sources, AU$ 127.95
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Abstract
Recreation and tourism are major industries which can permit otherwise impoverished regions to stay fiscally float and which can also satisfy the human need for leisure time and escape. This paper does not dispute the basic contentions of the preceding paragraph but it does argue that the concept of recreation and the concept of tourism are both items which are far more sophisticated than many of us might imagine. Specifically this paper examines the use and occasional exploitation of natural amenities in tourist areas and asserts that natural amenities serve basic human needs for control.
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Global Tourism, 2006.
A review of global tourism focusing on the significance to the economies of poor countries.
1,575 words (approx. 6.3 pages), 0 sources, AU$ 74.95
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Abstract
This paper reviews the global tourism industry as one of the largest transnational industries of the modern world. In networks stretching from the richest and most developed nations of the global north, to the poorest developing nations of the global south, the tourism industry employs millions of people with annual revenues in the billions of dollars. The paper further discusses how this industry is particularly significant in the economies of many poorer countries, such as those of the Caribbean basin, where the revenues provided from tourism are frequently - as in the case of Jamaica - the primary source of foreign exchange for the country.
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Four Seasons Hotel, 2006.
An overview and analysis of the hospitality industry, using the Four Season Hotel chain to illustrate issues about managing costs and quality.
900 words (approx. 3.6 pages), 4 sources, AU$ 42.95
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Abstract
This paper notes that the hospitality industry, which includes travel, businesses, hotels, restaurants, and theme parks among other businesses, operates on a relatively small margin in most cases and can be adversely affected by economic changes and by customer dissatisfaction that then translates into bad word of mouth. Businesses like hotels and restaurants thus have to set and meet quality standards that contribute to customer satisfaction and also must provide customer service. At the same time, such businesses have to try to keep down labor costs in order to stay within the small profit margin they usually face. This paper discusses some of these issues by examining the way that the Four Seasons Hotel chain has managed costs and quality in recent years. The Four Seasons Hotel Chain is a Canadian-based company that began with one hotel in Toronto.
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Travel Site Evaluation, 2006.
A review of three e-commerce travel sites.
900 words (approx. 3.6 pages), 3 sources, AU$ 42.95
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Abstract
This paper evaluates three main travel e-commerce sites, focusing on user friendliness, navigation and organization. The three sites discussed are Orbitz, Travelocity and Expedia.
From the Paper
"Today with the popularity and dependability, which most individuals have on the Internet it is not surprising that they are also choosing to make their travel plans using this medium as well. There are several sites available to perform such searches by price, destination, and travel goals as well as by entertainment options. However, in this analysis three different sites were chosen for analysis and those were Expedia, Orbitz, and Travelocity. I.A Site Overview: Of the three sites evaluated there were a few initial differences but the main similarity was noticed through the section inquiring from the user, what their desired destination city was as well as from what city they would be departing. On all sites this section was almost identical. Each site also asked for the dates of travel and whether a hotel or rental car should be booked with the flight ticket purchase."
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Tourism as the Normalization of Oppression in Jamaica., 2006.
This paper describes how the tourism industry in Jamaica reinforced colonial elitism through the oppression of cheap labor.
2,250 words (approx. 9.0 pages), 3 sources, AU$ 106.95
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Abstract
This paper explains how Jamaica's tourist industry after 1960 reproduced colonial forms of oppression in an industry controlled by colonial elite investors and beneficiaries that capitalize on cheap labor supplies; explanation of results of mass tourism as pursued by various Third World countries, and in Jamaica's example; note higher basic costs, low industrial or other development, cultural decay; reinforcement of colonial/postcolonial elites in a dual economy and dual society of much poverty. Itwaru, Fanon, CLR James, plus other refs.
From the Paper
"Jamaica is the third largest island in the Caribbean, discovered by Christopher Columbus in 1494, named earlier by the Arawak Indians, 'Xaymaca' or the 'land of wood and water'. The Spanish introduced slaves from Africa after 1513, as labourers in a new sugarcane industry. In 1655, Jamaica became a British colony, continuing on till its independence in 1962. Just before independence, economic development began that centered on cultivating tourism, in keeping with other emerging colonies of the British Commonwealth Caribbean. This paper shows that tourism involves a carrying on of colonial phenomenon in independent Jamaica, including the class gaps of a colonial society. The moneyed classes were those to invest directly..."
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Harpoon Brewery, 2005.
A discussion on the success of the Harpoon Brewery.
1,800 words (approx. 7.2 pages), 2 sources, AU$ 84.95
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Abstract
This paper explains that from a tourist's perspective the Harpoon Brewery is an interesting alternative to the normal vacation concepts that flood the market when most people consider vacations. It highlights that with locations in Windsor, Vermont and Boston, Massachusetts, the Harpoon Brewery has been making its mark on tourism and the general public since 1987. The author explains that this is evident because of Harpoon approach to its product as well as the special events that it holds throughout the year in both locations that are not only significant for those interested in the brewing industry but for the communities surrounding these breweries as well.
From the Paper
"From a tourist's perspective the Harpoon Brewery is an interesting alternative to the normal vacation concepts that flood the market when most people consider vacations. Yet, with locations in Windsor, Vermont and Boston, Massachusetts, the Harpoon Brewery has been making its mark on tourism and the general public since 1987. This is evident because of Harpoon's approach to its product, as well as the special events that it holds throughout the year in both locations that are not only significant for those interested in the brewing industry, but for the communities surrounding these breweries as well. The brewery had played a significant role in the growth of the tourism industry in Boston, with community support that is continually rising, as is the interest in the tourism approach that the brewery is taking toward society and industry overall. A Tourist's Perspective One societal group that would find a brewery tour significant are ..."
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Hurricane Katrina, 2005.
An examination of the impact of Hurricane Katrina on tourism in New Orleans.
1,125 words (approx. 4.5 pages), 5 sources, AU$ 52.95
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Abstract
This paper examines the troubles confronting New Orleans tourist industry as it digs its way out of the rubble left behind by Hurricane Katrina. The paper briefly outlines the significance of the tourist industry to the community and also looks at the pros and cons of reconstituting the old New Orleans. Finally the paper briefly delineates a few things that the city can do to not only revive its tourist industry in the wake of a terrible tragedy but to also secure the return and or retention of middle class professionals.
From the Paper
"Hurricane Katrina had a profound impact upon the city of New Orleans. Leaving aside momentarily the terrible loss of life and property, the natural disaster also greatly affected New Orleans' tourist industry, changing perhaps forever how many outsiders see the Louisiana metropolis. The following paper will examine New Orleans tourism before the tragedy and examine also the pros and cons of returning the city to its original state - at least from a tourist perspective. Finally, the paper will conclude with some recommendations for what New Orleans can do and should do if it wishes tourists to still frequent the city in the years to come."
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Ecotourism, 2005.
A review of ecotourism, the rapidly growing segment of the global tourism market.
3,375 words (approx. 13.5 pages), 8 sources, AU$ 159.95
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Abstract
This paper examines the fastest growing trend of the tourism industry, Ecotourism. According to this paper, by definition ecotourism means travel to natural and naturally preserved areas, while maintaining respect for the environment, for conservation of the area and for the local people.
From the Paper
"Ecotourism is the fastest growing segment of the global tourism industry (Gibson & Dodds, 2003; West & Carrier, 2004), although its promotion and practice are marked by intense controversy. Views on ecotourism range from the most serious charges of exploitation to deep praise for its positive impacts. Ecotourism can be defined as "responsible travel to natural areas that conserves the environment and sustains the well-being of local people" (Taylor & Dyer, 2003, p. 977). In certain regions, ecotourism appears to produce extensive benefits. By its nature, ecotourism also tends to be hypocritical since its underlying motive invariably is profit even though its expressed commitments represent ecological ideals. "
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The Package Tour, 2005.
A look at the history and revival of the 'package tour' and the tourist industry in general.
1,800 words (approx. 7.2 pages), 8 sources, AU$ 84.95
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Abstract
This paper examines the history of the tourism industry, focusing on the revamping and revival of the so called 'package tour'. According to this paper, the package tour concept is that of an all-inclusive vacation in one.
From the Paper
"The tourism industry in the early 21st century operates within a complex globalized marketplace in which it is subject to rapidly changing social, cultural and economic factors. Perhaps nowhere is this more apparent than in the package tour model which exerted significant dominance over the industry until the fragmentation of the market and the privileging of consumer choice and independence at each level of the tourism experience. However, given the influence of major corporate players it is perhaps not surprising that the recent innovation of dynamic packaging has led to a revival of the "package tour" concept in a carefully revised form."
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A Unified Europe, 2005.
The unified Europe of today is a result of many economic, social and political changes and trends. These are dynamic trends that continue to develop and grow.
2,250 words (approx. 9.0 pages), 0 sources, AU$ 106.95
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Abstract
This paper reviews the history and development of a unified Europe. The paper looks at a number of changes that happened in Europe between 1945-1991. Particular interest is given to the European Community and how it eventually led to the European Union due to higher and higher levels of co-operation.
From the Paper
"The continent known as Europe has a long and complicated history. Much of that history has involved conflicts of various types between various countries. Because European countries tended to fight with each other there was no concept of a unified Europe before 1945. The concept of a unified Europe did not appear suddenly. Instead the concept of a unified Europe was the result of a number of economic, social and political trends that slowly developed from 1945 to 1991 and are still developing today. However, not all of these trends developed at the same rate."
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Arctic Tourism, 2005.
This paper discusses travel and tourism industry in the Arctic.
3,150 words (approx. 12.6 pages), 3 sources, AU$ 148.95
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Abstract
This paper defines the Arctic in terms of geography and culture. The author performs a SWOT analysis to examine the strengths, weaknesses, opportunities, and threats of increased Arctic travel and tourism. The paper concludes that increased environmental government regulation is needed to maintain sustainable development.
From the Paper
"Despite the harsh climate and isolation, it seems as though more and more people are traveling north to the Arctic as an alternative to the traditional ski trip and a beach vacation. According to some Arctic experts, travelers have made their way to the Arctic by ships for some time now. Ship based tourism has mostly been small scale; however, the cruise business world has recently experienced an increase in growth particularly with regard to the size and number of vessels destined for the Arctic."
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