*Lesson 13 Quiz

A marketing ___________ is a systematic approach towards marketing and promotional planning which includes short-term and long-term plans

• strategy

• specification

• segmentation

• synchronisation

The purpose of destination marketing is to:

• position a destination to attract visitors

• diversify a destination’s tourism portfolio

• boost the tourism industry through incentives and partnerships

• drive broader economic growth by sustaining tourism businesses

Destinations are primarily marketed by

• tourists

• travel agencies

• travel associations

• destination marketing companies

• destination management organisations

The components of a brand include the following EXCEPT

• brand effort

• brand identity

• brand positioning

• brand personality

At the Stagnation stage of a Tourism Area Life Cycle, destination marketers should:

• discontinue all marketing activities

• tap new source markets which have not been to the destination

• target repeat customers and leverage existing tourism networks

• collaborate with potential tourism service providers to co-promote the destination

DMOs face the following destination marketing and branding challenges

• Diverse types of tourists

• Generous funding from multiple sources

• Fixed by name and geographical location

• Diverse tangible and intangible attributes

• Promotion of destinations via positive word-of-mouth

Common marketing approaches adopted by DMOs include

• Tourism trade shows

• Marketing partnerships

• In-market tactical campaigns

• Commercials on broadcast television

• Relationship marketing

The purpose of a destination’s brand promise is to communicate what visitors will experience when they visit the destination

• TRUE

• FALSE

The following are examples of digital technology applications in destination marketing EXCEPT

• Japan NTO posts an augmented reality advertisement in Travel Leisure Magazine

• The Italian Tourism Information Centre showcases a virtual reality tour of the Colosseum

• Malaysia Tourism Board hosts a talk on Visit Malaysia 2021 campaign at ITB Asia trade show

• Singer-songwriter Nathan Hartono collaborates with STB and vlog’s his favourite Singapore hangouts

To improve a destination’s marketing outcomes, destination marketers should

• mismanage funds

• invest in digital marketing

• understand customers’ needs

• adopt a generic marketing strategy

• collaborate with tourism stakeholders