HTT 303 Chapter Notes - Chapter 11-18: Horizontal Integration, Marginal Cost, Computer Reservations System
20 Oct 2017
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Document Summary
Effective marketing programs depend on the understanding of the structure and behavior of these distribution options as well as an appreciation of the behavior and potential impact of the customers using these channels. Marketers must develop and use dc in a way that contributes best to the marketing goals of their regions. Previous research focuses on role, behavior and influence of channel intermediaries. But in order to develop truly effective marketing strategies, destination marketers should also acquire info concerning the characteristics of diff types of channel users pgs. 4 communicators: 1) destination and its attractions and services, 2) mass media or reports, 3) experienced tourists and 4) the potential tourist who may have collected info after becoming aware of a destination. 1) destination made up of community leaders, businesses, gov agencies who provide info promoting a particular destination, direct comm links through resources places such as welcome centres magazine and newspaper ads.
