TOU302A - Destination Management: Queenstown Selling Tool Presentation

This presentation focuses on creating a selling tool to support a destination marketing plan for Queenstown, New Zealand. The analysis begins with an overview of Queenstown's strengths, weaknesses, opportunities, and threats, followed by a discussion of its competitors and target market. The main selling objective is to enhance tourism and increase tour package sales. The presentation then explores various selling tools, including email, the internet, and social media, evaluating their advantages and disadvantages. The chosen selling tool is social media, with a detailed explanation of its benefits, such as reduced marketing costs and increased customer engagement. The conclusion emphasizes the effectiveness of social media in supporting Queenstown's destination management plan and enhancing tourism activities. The presentation is designed to be pitched to the local tourism association, aiming to gain their support for the proposed marketing campaign. References to relevant sources support the research and decisions made in the presentation.

Seeling tool for Queenstown

INTRODUCTION
• Destination management plan is considered as essential tool that helps in
raising tourism business of the country and helps in making effective plan
for attracting more people towards the location.
• Selling strategies of the planner assist in influencing mind of the person
and making them positive towards the product and services of the
destination.
• Present study will create selling tool for supporting destination marketing
plan. This will analysis pros and cons of selling tool in destination
management of Queenstown.

Destination Analysis
• Queenstown is the resort town in south west of new Zealand. Urban
Population of this destination is 15300. It can be promoted as tourist
destination globally. The beauty of this place is its socio-cultural
aspects. This impact positive on the people those who are living in the
location. They respect their culture and follow it strictly. Its musics and
dance is popular across the world. If cultural aspect of the Queenstown
is being promoted in order enhance tourism activities then it will give
positive result to the authorities.
• Furthermore, economic factor is another major component
which impact on entire tourism industry of the nation. Over a period of
time 19.2% expenditure have been increased in Queenstown.

Current position of Quessnstown
Queenstown is the beautiful place and has huge potential to grow well.
Strength
• Many attractive points
• Strong culture
• Adventurous place
Weaknesses
• Low population
• Poor employment opportunities
Opportunities
• Technological advancement
• More investments
Threats
• Excessive tourism
• Pollution

Key selling points
• Natural beauty
• Adventures
• majestic mountains
• Adventure

Competitors of Queenstown
• Rouorug and Wanaka are the main competitors of the Queenstown.
• Due to amazing place, developed infrastructure facilities these destinations
are able to attract more people towards the location.

Target market
• Market segmentation will be demographic. On the bases of age people will
be targeted.
• Young people like to go to such natural places and adventures destination.
• Thus, targeting young audience would be better option and will help in
accomplishing the objective of campaign.

Selling objective
• The main objective is to select the correct selling tool is to enhance tourism
attracting towards Queenstown and promote the destination well.
• Another purpose of increasing selling volume of tour packages of
Queenstown is to increase demand by 10% till next year.

Selling tools
Selling tools are considered as channels through which entire
marketing plan can be promoted and sales of the place
can be increased. There are various sales tools that can be
used in order to support destination marketing plan.
These are as following:
• Email
• Internet
• Social media/ Facebook
• Radio/TV
• Newspaper/ Magazines

Email Selling, its advantage and disadvantage
Email is the most common selling tool that can support the existing destination marketing plan of
Queenstown. There are many consumers those who book there tickets online and convey through email.
Advantage
• Flexible designing
• Scalable
• Measurable
• Cost effective
Disadvantage
• Spam
• Design problems
• Size problems
• Resources and skills

Internet- advantage and disadvantage
Developing authentic website is the effective selling tool that can help in reaching to the mass audience. Most
of the people search the website of particular destination before making plan to go there. Popularity of
website depend upon the ranking.
Advantage
• Cost effective
• Reach mass audience
• Overseas sales opportunities
• Direct communication with visitors
Disadvantage
• Restrictive terms and condition
• Sales and feel vary from site to site

Social media- advantage and disadvantage
Social media is the most effective selling channels now a days. People are using social media channels frequently Thus, companies
are promoting their products and services through this channel.
Advantage
• Reduce marketing cost
• Increase sales
• Increase traffic on website
• Enhance engagement with customers
• Provide opportunity to take feedback from consumers
Disadvantage
• Negative reviews can impact on selling volume
• Need daily monitoring
• Additional resources are required to manage online presence

Implement used to carry out or facilitate work
• In today's era, use of internet is very popular among all the people specially among
youngsters. By internet we can connect globally, so we have taken Social Media as Selling
Tool which can support the Local Tourism Association of Queenstown.
• There are thousands of socially-oriented sales and various marketing tools for B2B
professionals. Professionals spends hours a week researching and testing these selling tools.
Internet is the easy service to stay connected with the people who matters most to you. By
using social media as a selling tools is the most and the best advanced technology which have
fastest communication channel. It can reach to million of people within a seconds. Social
media is a powerful weapon to reach at the customer.

Cont..
Their are few tools of selling which can be used by the Local Tourism
Association Member of Queenstown, which prove beneficial to the
organisation.
• Understanding the Audience
• Providing better and fast Customer Services
• Identifying the brand advocates
• Richer Customer Experience
• Decreased Marketing Cost

CONCLUSION
• From the above study it can be concluded that social media is the best
selling tool.
• This can support destination management plan of Queenstown effectively.
• With the help of this selling channel Queenstown will be able to enhance
tourism activities in the destination.

REFERENCES
Boes, K., Buhalis, D., & Inversini, A. (2015). Conceptualising smart tourism
destination dimensions. In Information and communication technologies in
tourism 2015 (pp. 391-403). Springer, Cham.
10 Best Tools of Direct Marketing | Business Marketing Tools. 2016.
[Online]. Available through <https://www.educba.com/10-best-tools-of-
direct-marketing/>