TOU302A - Destinations Management: San Diego Selling Tool Presentation

This presentation outlines a destination management strategy for San Diego, focusing on key attractions like Balboa Park and the San Diego Zoo. It includes a SWOT analysis identifying strengths, weaknesses, opportunities, and threats, along with a competitor analysis comparing San Diego to Los Angeles, Las Vegas, and San Francisco. The presentation defines the target market based on geographic, demographic, and psychographic factors, and proposes a brand image and identity strategy. Promotional methods include traditional and digital media, supported by natural, community, and business resources. The core attractions are highlighted, and a management plan covers marketing, service quality, information dissemination, finance, visitor management, and crisis management. The scope of destination development includes increasing the promotional budget, enhancing the target market, and improving transport facilities. A reference list is also provided.

Destination Management
San Diego

Location and Attributes
• Country: The United States Of
America
• State: California
• Elevation: 31 m over sea level
• Time Zone: PDT
• Longitude: -17.157260
• Latitude: 32.715330
• Airports: Naval Air Station North
Island, Montgomery Field
Airport, Miramar Marine Corps Air
Station, San Diego International
Airport, Brown Field Municipal
Airport, Gillespie Field

Key Attractions
(Key tourist destinations)
 Balboa Park
 San Diego Zoo
 Gaslamp Quarter
 Seaport Village
 Old Town State Historic Park
 Old Town State Historic Park
 Point Loma and Cabrillo
National Monument
 San Diego Museum of Art

SWOT analysis
Strength
San Diego is the popular as the finest city of
America
The city is very famous for its miles of white-
sand beaches and wonderful weather
Weakness
The rent of accommodation property
is comparatively higher in San Diego
public transportation is not very
available
Opportunities
Enhancing the economy and infrastructure of the
city
The government can focus on its infrastructure
and transportation to attract more tourists to
San Diego.
Threats
There are various external factors like
environmental, physical and economic
factors which may have adverse impact
on this destination.

Rate of Visitors in San Diego

Competitors
(Los Angeles)
• Los Angeles is the second most
populous city in the United States
• It is financial, commercial and
cultural centre of Southern
California.
• Mediterranean climate
• Seaports, Airports and Transit
System
• 48.3 million Tourist arrival in
2017

Competitors
Las Vegas
• Las Vegas is resort city that is
renowned for its nightlife, 24*7
casinos and other
entertainment options.
• 28th most populous city in USA
• Subtropical hot desert climate
• 39.01 million Tourist arrival in
2017

Competitors
San Francisco
• San Francisco is the California
Pacific coast port city that is
recognized as 4th largest population
city in California.
• It is the largest financial centre in
Western US.
• Home to several cultures.
• Subtropical Mediterranean climate.
• 25.2 million Tourist arrival in 2016

Target Market
• Geographic:
• International visitors
• Demographic:
• Nature Lovers
• People having good income status
• Both male and female visitors
• Psychographic:
• People from different cultural
backgrounds and attitudes
• Different values beliefs and ethics

Brand image and identity

Promotion
Traditional media promotion:
• News letter
• Brochure
• Hoardings
• Campaign
Digital media promotion:
• Website promotion
• Social media
• E-advertisement

Supporting Resources
• Natural Resources
• The Invasive Plants program is responsible for extension research and outreach in
four southern California Counties
• The Coastal Resources Program provides science-based information through applied
research and informal education programs to people who make and influence
decisions on the sustainability of coastal communities, ecosystems and resources
• Community Resources
 The San Diego Police Department has useful tips for parents about recognizing
delinquent behavior and appropriately responding to particular issues affecting
children
• Business Resources
• Business cooperation program
• Business finance loan program