Practical Implications To Destination Marketers Article

Marketing coursework

Table of Contents
INTRODUCTION ..........................................................................................................................1
Introduce your destination and how does the destination market itself .....................................1
Critically explore a new segment opportunity what are the challenges for the destination .......6
Suggest practical implications to destination marketers ...........................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Marketing is defined as the way in which a company or organisation promotes it's
services and products to people. Marketing plays an important role within most of the
organization and the society. It is an essential department in whether the organizations operate as
a non-profit or for profit business. Marketing is needed to attract customers to support the zoo,
raising awareness and donations. Marketing also acts as a communication between the
organization and the public. It is a way of conveying the messages and changes the behaviour of
the people to have a better environment in the society ( Anche, Hozouri, and Mehdizadeh, 2014).
The destination marketing is known as type of marketing in which a place or destination is
promoted. The main objective of this marketing is to increase the number of visitors. In the
marketing of products, customers are given products through distribution channel. Similarly, in
case of destination marketing, consumers travel to places and destinations. There are various
ways by which destination marketing can be done. This includes using social media advertising
and search engine optimisation. Marketers can advertise privileges of the country, create and
share stories about the place, caring about customer experience and developing posts or blogs
regarding sightseeing, traditional holidays and magnificent places. The tourist destination used in
this report is Zoo Zurich which is located in Zurich, Switzerland and this is one of the best zoos
in Europe. This was started in the year 1929 and there are approximately 2200 specimens of 300
species. This is located exactly on Zurichbergstrasse on the lower reach of Fluntern quarter and
Zurichberg. The director of this zoo was Zurich Zoo.
Introduce your destination and how does the destination market itself
Zurich Zoo is a place which is far from maddening crowd tourist destination a per the
model of Cook and et. Al. This zoo is a 90 year old zoo that lies in an idyllic location of Zurich
berg. This is situated in the Fluntern quarter of the city. This zoo is located on the rooftops of
Zurich and is surrounded by greenery. This zoo is managed by the director naming Heini
Hediger in the middle of twentieth century. This zoo has become the first zoological garden. This
zoo is responsible for conservation of nature and international breeding programs. This zoo is
easily reachable and this place is easy to go from the city centre. Zurich zoo is serving as an
ambassador between animals, people and nature. This zoo has various fascinating initiatives and
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conservation projects. This is contributing towards safeguarding biological diversity and shares
knowledge with individuals and varying ages. The zoo on Zurickberg is home for around more
than four hundred species in near natural habitats. There are around four thousand animals who
are serving as an ambassador for fellows in the wild. There is a nature conservation centre which
is involved in international breeding programs and resettlement projects (Aswathappa, 2013).
This zoo has covered areas from South America and Himalayas to kaeng Krachan Elephant park
and Masoala Rainforest hall. These is an ecosystem which is created that allows animals
consisting of endangered species that can roam freely over wide areas. There is a petting zoo
which creates close contact between native livestock and people and domesticated animals. The
different attractions of Zurich Zoo are Masoala Rainforest – This attracts individuals who like to see geckos, snakes, parrots,
turtles, and other rainforest animals. Australian enclosure – This park is attraction for Koala, perenties, kangaroos and have
an enclosure of their own. Kaeng Krachan Elephant Park – The main attraction of tourists in this is eight Asian
elephants and they live in beautiful enclosure. Aquarium – There are approximately 700 fishes and more than hundred aquatic species
that live in eight large basins. Each of this is from an individual habitat. The penguin
enclosure is also a part of the aquarium. Mangolian Steppe – This is home for Bactrian camels, cashmere goats and domesticated
yaks. Pantanal - Capybaras, squirrel monkeys, giant anteaters, and other mammals and birds
love the South American climate at this exhibit.
 Zoolino - Here pygmy goats, pigs, and other domestic and farm animals enjoy being fed
and stroked.
Consumer motivations to travel from the customer motivation and segmentation
There are different motives of tourists that motivates them to visit zoo. The zoo
management has to provide information on visitor motive for making decisions while
developing marketing strategy for ensuring success and future relevance of zoo (Chang, Yu, and
Lu, 2015). Visitors are motivated to visit Zoo Zurich for educational and recreational purposes.
The zoo management has to gear intrinsic as well as extrinsic motives of visitors. Zoological
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parks depends on financial support that is received from visitors for their long survival. Thus it is
important for management of zoo to analyse and understand the motives of visitors and what are
the things which inspires people to visit zoo. There are various reasons for people to visit zoo
and it is important to meet expectations of visitors. If visitors stop visiting zoo then financial aid
will start to decrease. For attracting and satisfying visitors, the marketers have to understand
internalise needs of visitors. According to some visitors, zoo is considered as a day for
themselves i.e. day in which they can unwind in nature or enhance their knowledge about various
animals and birds. Some people visit zoo just for the sake of family, children or friends. The
main objective of zoos, museums and aquarium is to educate the visitors. Zoo is a place where
children can extend knowledge about animal species.
The main focus of zoos is on educating visitors about animal species and this helps in
encouraging positive conservation attitudes (Gengler, and Mulvey, 2017). Zoo Zurich is facing
challenge of providing activities which educate the visitors in an entertaining way. This also
offers benefits to family togetherness and also provides wildlife experience. Children are more
prone to visit zoo for developing and enhancing their knowledge about wildlife. The primary
motive of visitors in terms of education or recreation are given below -
Recreation is defined as activities in which individuals participate and enjoy at times
when they are not working. Visiting zoological parks is an ideal location to relax and refresh
minds. The main reason for people to visit zoo is for enjoyment. Relaxation is also reason for
visiting zoo. This means taking break from life and spending time in a calm environment.
Individuals experience pleasant experience at zoos which incorporates characteristics of
restorative environment. In environment of zoo people feel relaxed and they can recharge
themselves. Stress is also relieved by visiting zoo. Education is defined as the process of training,
learning and teaching in order to improve skills and knowledge. Many visitors are motivated to
visit zoological parks for educating visitors regarding facility and animals. Thus , education is an
important motivational factor when visiting zoo.
Way in which destination market itself
There are various way in which marketing is playing an essential role for strategic
planning. The main objective of marketing a zoo is to increase the number of visitors. Business
has to incorporate tactics that is designed to position zoo (Glanz, Bader, and Iyer, 2012). The
different ways by which Zoo Zurich markets are given below -
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Strategic partnerships – This enables zoo economies of scale. A strategic marketing
partnership helps two companies to overwhelm in market. This effectively negates presence of
larger competitor.
Public relations strategies - This strategy is more subtle. This is also a powerful
marketing push. When zoo leverage public relation, they start telling stories that are thought
provoking about products and brands. According to this process, zoo establishes themselves as a
thoughtful leader. Story telling is a core public relation competency.
Geolocation marketing - This is a new type of marketing adopted by Zoo Zurich in
order to increase the number of visitors to this tourist destination (Gummesson, Kuusela, and
Närvänen, 2014). Each and every individual has smartphone these days and according to savvy
marketers smartphone marketing is a big trend of promotion. Investment in this strategy provides
better outcomes. This strategy leverages mobile computing power of customers.
Segmentation from consumer motivation and segmentation
Zoological parks are a place which attracts individuals of all ages. The main motives of
visiting zoo are education and recreation. The target customers chosen for Zoo Zurich are school
students. The management of this zoo must put efforts for creating marketing awareness to
attract more education institutions to visit zoo. The zoological parks are known as hub of
education. Children are curious to know about different species and the way in which they live or
eat. This creates ideas in minds of marketers to organise events and programs that will attract
more educational institutes to visit this zoo in order to gather knowledge about wildlife.
Destination appraisal, competitiveness and imagery
The Zoo Zurich is a well known park which is famous for it's wildlife and animals. The
management of this zoo is taking care for maintaining the number of visitors coming to the zoo.
Visitors are the first thing who aids zoo in a financial way. Various promotions are done for
reaching potential customers and hitting them in a right manner. The competitive advantage of
Zoo Zurich is given below -
Competitive advantage factors
There is no one to replicate quality animals
experience and exhibits like Zoo Zurich does.
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Quality Animal Experience These animals are beloved and spark
amazement and curiosity.
Conservation
Feeling good component – Dollars of visitors
have a larger purpose and they help in
supporting conservation programs of zoo.
Education
People get healthy dose of education with
entertainment. This is more than thrill.
Universal appeal
Animals appeal to almost everyone from old
adults to kids.
Family time
Zoo Zurich is a great place to spend
wholesome, quality time with kids and family.
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Critically explore a new segment opportunity what are the challenges for the destination
Present a new segment and justify why this destination could attract members of that
segment
Zoo Zurich has different visitors but the marketers of this zoo have decided to attract
children as they can enhance their knowledge by visiting this place. Zoo Zurich is an amazing
place and they are involved in performing incredible work for conservation and delivering fun
day out for several visitors. These also provide an opportunity for educating public especially
students. Zoo Zurich has used interactive interpretation for enhancing visitor learning. The
education of zoo visitor is a crucial aim which is essential as the main goal of this zoo is
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conservation of wildlife (Henriksen, 2012). The various effective methods used by visitors for
promoting teaching to students are providing quality interpretation. This is defined as
information provided to students regarding ecosystem or animals. Traditional interpretation
includes signs and displays which are found around each. This exhibits and provides an
informative as well as entertaining read for all visitors. The quantity of information refers to
entertaining the exhibits display. It is assured that visitors will retain important information. A
way of exhibiting educational programs is incorporation of interactive elements into display.
There are movable panels which reveals answers to questions related to zoo. This includes a box
in which students can put their queries or questions which are to be asked. In this way interaction
will become easy and questions asked by students will be answered easily. This destination can
easily attract visitors by organising events and programs that will provide knowledge about
wildlife to people. Zoo Zurich is able to attract more students when it is organising programs like
video or story telling sessions, role plays, etc. These will attract a number of students and in this
way the number of visitors will be increased.
Strengths of destination that would merit targeting this segment
Zurich Zoo has chosen children as the target customers. This is the best choice as mostly
children or school students are ones who are most curious to grab knowledge about animal
species (Jobber, and Ellis-Chadwick, 2012.). The different programs and events organised for
children will help them to enhance knowledge and information regarding various animals present
in wildlife.
Challenges for the destination
There are different challenges that Zoo Zurich faces while targeting students to visit the
destination. This zoo has started to adopt marketing strategy for attracting students and children
to visit zoological park. While doing this, there are various challenges. These challenges are
given below -
Lack of finance – One of the major challenge that is faced by Zoo Zurich is not having
sufficient amount of funds. There is not enough money with this zoo to organise programs and
events that will attract students and education institutions (Möller, and Parvinen, 2015). Money
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is needed for establishing any marketing strategy so Zoo Zurich must be having funds to achieve
the goals of organising events and programs.
Lack of communication – The Zoo Zurich may be having problem in effectively
conveying it's marketing strategy to people (Nagle, and Muller, 2017). If education institutions
are not able to find the exact information and details regarding programs and events made for
students, then this will lead to failure in increasing the number of visitors.
Biggest weaknesses and threats of marketing approach for targeting new customers
The marketing approach adopted by Zoo Zurich is that it wants to attract students and
children to visit this zoo. For doing so, this zoo is involved in organising events and programs for
students. These are best strategies for increasing the number of visitors to this place. The biggest
weakness for this marketing approach is having lack of funds and money. Zoo Zurich is not
having enough money for organising events and programs like skits, role plays and training to
animals. The threat for this marketing approach is that if students are not getting good amount of
knowledge through these story telling sessions and programs then this will lead to great loss for
Zoo Zurich.
Suggest practical implications to destination marketers
Recommendations for marketers to mobilise targeting newly identified segment (Be as
creative as you like in this section (e.g. re framing how the destination is positioned,
designing a new logo and/or slogan, a new innovative form of marketing communications,
perhaps developing a small scale integrated marketing plan etc.)
The management of Zoo Zurich is responsible for marketing the new events and
programs which will help in enhancing knowledge of students. The managers of Zoo Zurich
have to implement these effectively and for this it is important to have enough money and
accomplish the objective of developing and creating strong knowledgable events and programs
which will attract students and children (Tanner, and Raymond, 2015.). The marketing strategy
adopted by Zoo Zurich is beneficial as it will help in attracting educational institutions to provide
funds to this for organising programs for students and children. The marketers can advertise their
programs and events for collecting funds.
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CONCLUSION
It is interpreted form the above discussion that tourist destinations are needed to be
promoted effectively. There are different ways by which target customers are made to attract
tourist destination in an effective manner. Also there are several factors that can be helpful in
exploring new segment opportunity. When this is done the destination faces huge challenges. It
is necessary for marketers to focus on target customers and create programs or events that can
attract them, to visit that tourist destination or place. It is seen that there are various challenges
which are faced by organisations while implementing their market strategy. These must be
overcome in order to increase the number of customers.
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