Activity Holiday And Food Tourism Research Paper Examples
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Marketing for most activity holiday is a subject with a lot of competition. Consequently, in order to create the best environment for the perfect activity holiday. The marketing department needs to perform an analysis study in order to capture the domestic tourists. Since the target is domestic tourists, it is vital that the marketing team focuses mainly on what local tourists love best. Walking and hiking, cycling among other activities are some of the utmost loved holiday activities, and so expansive space, especially for such activities is a factor for consideration (Huxley, 1936).
Demography tests define the majority of the facility`s users for that reason increasing the concentration of the resources available. It is vital that all the facility users are satisfied with the resources of the facility. The geography, where the guests come from, provides the appropriate insight into what is necessary for the clients. Psychographic knowledge also gives the facility owner knowledge on what the tourists like most are; as a result making the necessary improvements for further enjoyments. Success in the Activity holiday industry needs that the owner of the facility explores the trends and the needs of the market for loopholes and weaknesses (Gimblett, & Peterson, 2008).
In the local area, it is of utmost importance that the number of similar holiday facility is considered, trend of visitors, the value of the property and the laws involved. The factors play a very important role in establishing of such facilities. Conquering competition and creating a favorable environment for best performance of the facility. The most important role is the psychograph of the tourists that is the base for the facility. Building on the psychograph is building on the strengths and capabilities of the facility.
SWOT ANALYSIS IN ACTIVITY HOLIDAY MARKETING
The facility has to offer in a manner of strengths. It is important to offer something that the neighboring facilities do not offer. The vitality of the sole different product makes the facility more attractive that the other facilities. The rates likewise play a very important role; there is a need for provision of competitive rates that are moderate in nature and consumer friendly.
The downside of the strengths is a limitation, it is vital that acknowledgement of the strengths of other facilities stand considered and if possible improvisations to provide better resources are made. The comfort of your facilities` services also matters. Ranging from food to comfort décor, and imploring environment makes a big difference. The first aid services, reconnecting with nature and even advertising gives an upper hand as long as it stands done the unsurpassed way (Sidali, Schulze & Spiller, 2011).
It is vivacious to capture new entrants into the tourism field, facilities for retirees, families, as well as business groups and corporate business owners. Children play area interest families with children a lot. It is important to know and add features that are trending and if possible increase the input to add more fun and make the facility the best attraction area in the locality.
The threats to the business request utmost priority, the evaluation faces issues such as the threat of a prominent well known activity holiday in the local area. Such a threat offers a lot of competition and could drain the market. It is, hence, important that the services of the other facility are known and exploited to reduce competition. Other issues are taking the form of taxes and new regulations also need priority (Doyle, 2011).
The goals of the holiday home are needed to create the objectives and to follow them to the latter. The flexibility of the booking process has to cover all the options and also there is a need for ease of access for the consumers. The revenue also plays a big role, for the growth rate, positivity is important in the growth rate of the holiday institution.
Marketing involves a lot of platforms it has to consider the tourist, the rental payment as well as the services in the facility. The specificity of the cottages has to range from single individuals to couples forward to families and business groups as well. The specificity reduces blandness in choices. Marketing, on the other hand, ranges from online advertisements that are great if there is the facility website. The website has to offer help and support in booking into the facility, as well as pictures of the housings of choice and the terrains of the facility and other features that draw the attention of the tourist (Botha, Wessels & Fairer, 2007).
Offline marketing ranges from billboards to newspapers and magazines. The platforms are great for popularity and publicity. Television and radio stations are great for getting people to visit a place by providing free tickets for a period stay. The platform supports word of mouth. The service providers play a critical role in making sure that a tourist refers another tourist to the facility because of good service language and respect as the consumer is always right. Marketing works in sync with fashion and trend; this also works with the tourist as well.
Since most people in Norway value past time and conservation of the wilderness, certification for providing a good activity holiday is in order. The environmental perfection contributes a lot in the interests of the nation as a whole and of the local tourists. Waste Recycle is a watchdog for holiday business owners. For this reason, it is important for the business to have a sound waste management means that does not in any way provide bad publicity. The means of transport from one point of the institution to another is also important affecting issues like pollution as well for this reason the institution needs to be pollution-less with windmills and solar power production resources. Electric powered carts are vital for the approval and use by the tourists as a means of transport (Caselli & Wunsch, 2005).
Resources in the form of food like seafood are gotten from the sea these various delicacies depending on the choice of the tourist. The food resource reduces the cost of buying food from outside vendors. The change in the food production industry affects consumption for this reason it is important that the food in the facility is not genetically modified, for the health and well-being of the tourists. The availability of offers during peaks allows the institution to get more tourists and in turn add the revenue. Different seasons call for different service provision and fun activities that are around the clock from indoor activities during winter and outdoor activities like dog sledging. The key to success is the strengths of the marketing strategy employed and the manner in which services stay provided. Domestic consumers love the environment better when it offers more than can offer for themselves (Reid and Bojanic, 2010)
Product/ service-Application of this marketing tool create a lot more opportunities in the activity holiday institutions because it deals with the consumer directly. It also deals with the environment indirectly. It backs the consumer to a position of no choice but to take the offer. Following the four core issues in consumer care beginning with the satisfaction of the consumer is important. The consumer needs satisfaction. For this reason, the consumer has to have all the fun activities within a period of satisfaction and service tending in order to the satisfaction (Rubin, 2008).
Place-The environment has to provide all that the consumer seeks. Access to the facility is an issue of concern. The accessibility matters, for this reason, ease of access from different directions are important even during winter with good network service. Shortcoming is a source of dissatisfaction, for this reason, its accessibility is of valued.
Price- The pricing of the facility`s service matters depending on the availability of similar services and the pricing of the amenities provided by these similar facilities. Depending on the prices of the other facilities, it is vital that the pricing strategy captures most tourists. The servicing resources of the facility matter in the pricing. If the resources are better, the price has to equate the same.
Promotion- the how`s of reaching the consumer vary, the time to target the consumer is always. The consumer is always available. However, how the message extensively sent matters, the offers available matter. Consumers are most intrigued by offers, for this reason, to have an upper hand the facility needs to provide more offer to attract more traffic towards the facility that in turn generates profits.
The food industry in tourism speaks of high standards. In Norway, food is readily available from seafood to berries, apples and wild animals. Local farms provide farm food; as a result food is readily available. Good food without modification is a step in the hotel industry as well as activity holidays. A good facility of this nature has to offer services such as hunting, for this reason adding to the thrill of hunting (Gimblett & Peterson, 2008).
Corporate responsibility- food tourism is affected by corporate responsibility. The process of food making is limited to responsibility for pollution. Food production even on the farms is powered by electricity reducing pollution. Instead of buying canned food, the society provides the food and the facility buy the food at a cheaper price and gives back resources to the community.
Trends- it is vital that the trends stay followed in food production and procurement. The availability of microwaving food is a trend that the facilities need to ascertain availability. The reason for this is because microwaving food is easier and faster for people or persons in a hurry. The process reduces time wastage and increases output International marketing and trade of quality food products. (2008). Wageningen: Wageningen Academic Publishers.
Food tourism analysis using the Boston Matrix
The productivity of a facility and the way it markets itself on the food tourism level is important because the food influences the consumer when it stands involved. If a facility has a star, which means that the facility has a high market because of the food tourism leading to a large number of tourists. Question marks show that a facility has low market levels in food tourism. The geographic position affects the availability of the food resources as well as the personnel with the skill necessary.
Seafood is common in Norway, for this reason, that means consumption is equally high, however, professionally made food scores high value. Activity holidays allow the tourists to enjoy this resource. Professionals in food tourism help market a facility. The skillset is an important asset in the activity holiday industry.
Dogs in the matrix show that food has low growth market; this suggests that the facility needs to improve and improvise new ways to establish better market interest in the product. The result of most of the product sales going down especially in the food industry could be due to trends and innovation change.
Pricing for food commodities
The ready availability of food products means that the price of the food material is low, but the price of the product stays unlimited by the price of the food material. The objectives of food tourism mostly are to market the facility, and maximize profit. Possibly make returns to the investment and achieve a target for the year. Competition, however, poses a threat to the production of food tourism. As is mostly the case competition and competitor`s result to reduction of pricing.
Pricing strategies for food tourism marketing works best using different strategies that are customer based and depending on the purchases made on a certain food product, and the availability of different varieties of food and festivals that showcase the traditional meals. Traditional meals consist mostly of family recipes that are not professionally known thus, resulting to high pricing. Tourists from different places share different cooked food (Ham & Lundgren, 2008). The market works best as these kinds of food are rare; thus, more demand exists accorded.
Norwegian heritage refers to the traditional food heritage as is said” food is just fuel for the body:” the Norwegian cafes remain not known for their food but rather their locations, cleanliness and furniture. Food quality need changed in the 90s. Food heritage referred to food from a particular part of Norway the added values are culture and tradition giving the food cultural identity it needs. The experience of the tourist exists gazed at in three different ways; the first gaze is the experience the tourist gets. This one is followed by the backstage and finally the virtual gaze. The first time that a tourist sees the meals, it intrigues and fascinates the tourist resulting to interest in knowing how to prepare it.
The other way is the imagination of how the food is prepared; this is especially when the tourist does not know how it is cooked. By word of mouth the expression of how they like the food. The marketing of food tourism is an essential means of marketing and expressing the taste of the food for tourists. A symbol such as a cockerel shows a lot more than it stands expected; it shows the rural nature of the food and is linked to nature as well. Marketing process remains done in different contexts from selling products made from locally found resources like cow milk; even though, the tourists are domestic the experience from the food products (Rudolph, 2012).
The marketing strategy that works best for such an environment is the marketing mix (Hall, Muller & Saarinen, 2009). The strategy targets the consumer on a personal level, the needs of the consumer and the satisfaction needed. Services necessary for the satisfaction are affected by the smell and the taste of the food products. The processing and packaging of food affect the manner in which it stands perceived. The place, where the commodity is available, depends on the market value. The demography of the tourists influences the sales of the products matching the product demand.
The pricing of the food products is affected by factors such as the availability of the food product against the demand affects the pricing. However, the competition for market changes the price for this reason increasing the value of a high demand. Different pricing strategies affect the marketing differently, when market penetration is used it lowers the price and increases the consumption so shutting down competition (Norway & Norske, 1941). The other option is setting the price higher than the rest of the competition based on the quality of the product.
The market penetration works well to eliminate competition and increase consumer usage, however, the strategy is not an option for food tourism because of the availability of the food. Food tourism just like any other business needs the consideration of the goals, how to achieve them as well as the limitations involved. Competition limits the full capturing of the goals. Exotic food is expensive, compared to seafood that is available Norway provides enough resources food wise and for this reason affecting production amounts (Price, Royal Geographical Society & Institute of British Geographers, 1996). An area of tourist attraction because of the food production and culinary services brings a lot of tourists. Norway has developed significantly on the culinary services front.
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