Michigan State University Extension
Tourism Educational Materials - 33700083
06/06/02
Tourism Marketing Program New Mexico State University March 1991
Handbook - Developing an Effective Tourism Marketing
Program
Prepared by:
Cheryl Dimitroff
Robert O. Coppedge
Ron Cox
Priscilla Bloomquist
Respectively: Research Assistant, Cooperative Extension
Service, Economic Development Project Leader, Cooperative
Extension Service; Director, Hospitality and Tourism
Services Program; and Instructor, Hospitality and Tourism
Services Program
This publication was supported in part by the U S WEST
Community and Rural Economic Development Partnership. It
was developed from an evaluation of Old West Country's
Marketing program, which was funded by U S WEST.
TABLE OF CONTENTS
Introduction
Inventory of Attractions
Assessing Current Marketing Efforts
Market Research
Target Market
Determine Tourist Motivators
Developing Promotional Goals
Determining a Campaign Theme
Advertising Media
Public Relations
Developing An Evaluation Plan
Funding
Conclusion
References
Apendix A: Worksheets
Inventorying Attractions
Assessing Current Marketing Efforts
Sample Questions For a Survey
Promotional Goals
Campaign Theme
Public Relations Inventory
Funding
Tourism Program Checklist
Apendix B: Sources of Information
Developing an Effective Tourism Marketing Program
Tourism has started to receive increased attention as an
important sector of New Mexico's economy, and has provided
a much needed boost to New Mexico's economy. Travelers
generated $1.94 billion in revenue for New Mexico in 1987.
There were 45,700 jobs generated through tourism within the
state and the state collected $93.3 million in tax revenues
from tourism expenditures. Capitalizing on this expanding
tourism interest in New Mexico will require each community
or region to have a detailed plan for the development,
marketing and evaluation of its tourist market.
This pamphlet will help develop marketing and evaluation
plans for tourism by New Mexico communities and regions.
However, with minor modifications, the process can be used
for any organization or business. A well-developed
marketing plan is necessary to have an effective marketing
program, regardless of the type or size of the business or
organization.
Step-by-step instructions describe how to inventory
attractions, assess current marketing efforts, find
existing market research, determine target markets,
determine tourist motivators, develop promotional goals,
determine campaign themes, find an advertising media,
develop public relations and gather the correct data for an
evaluation. It is important to read all the material
presented here, then complete the worksheets as thoroughly
as possible. Use the information summarized in the
worksheets to direct future marketing and evaluation
efforts. The effectiveness of a marketing plan is
determined by the evaluation process, which helps make
future strategies more effective.
Step 1. Inventory Of Attractions And Accommodations.
The first step in developing effective marketing plans is
to inventory the attractions a community has to offer
tourists. A community must know what it has to offer or
sell before plans can be laid for marketing the product.
These can include natural, manmade, historical, cultural or
ethnic, festivals, special events and recreational
attractions. Using Worksheet 1 as a guide, inventory all
attractions to complete the first step of developing a
market plan.
Step 2. Assessing Current Marketing Efforts
Listing current advertising efforts for all attractions is
necessary to assess the present promotional campaign's
successfulness, and to develop new campaigns. With the
assistance of Worksheet 2, write down all current
advertising and public relation activities, and the
objectives to be accomplished with each.
Step 3. Market Research
Market research is an important part of developing a market
plan. Several important pieces of information are needed to
develop a market plan. These include:
1. An inventory of tourist attractions in the area, region,
or destination
2. Market trends
3. Tourist motivations
4. Tourist profiles, including expenditures
It helps to review other successful marketing plans,
remembering that a marketing plan should meet the
individual needs of the area, region or destination for
which it was developed. Learning from previous mistakes is
a key to developing better programs.
There are two types of research data that can provide this
information. The first is primary research gathered through
phone calls, surveys, or other interviewing techniques.
Secondary data has been compiled by outside organizations
(e.g., U.S. Census, New Mexico Tourism and Travel
Division). Be careful when using secondary data; confirm
the reliability of the source. Use the information sources
in Appendix B to help locate secondary data.
Step 4. Target Market
Trying to appeal to everyone is a common mistake made in
marketing. Not everyone looks for the same thing in a
destination, and every destination cannot be all things to
all people. Target marketing, focusing on a particular
segment or segments of the market,allows for a more
effective marketing plan. Market research will define the
market segments, which will find those tourists most
interested in what a community has to offer. Data on past
visitors can indicate the type of tourist or the geographic
region on which to focus. A target market can be a
geographic region, a type of tourist, a combination of the
two or any grouping that makes sense. One target market
could be those people living in Lubbock, Texas (geographic
region), while another could be those people in Lubbock
with an income above $50,000 a year (geographic region and
demographic characteristic). Worksheet 3 can help determine
target markets. Begin collecting any data that is missing.
Step 5. Determine Tourist Motivators
Tourist motivators should be studied once a target market
has been defined (Tourism USA, pg. 121). Discovering where
and why tourists travel is important when focusing
advertising. Enticing the tourist to chose a historical
destination because of its mystique, or choosing a
full-service resort where every need can be catered to
requires different motivational factors. Worksheet 3
includes target market questions that can help determine a
target market and related motivations.
Step 6. Developing Promotional Goals
Establishing goals provides the basis to determine what a
community wants its marketing and promotion program to
accomplish. Goals should be well thought out and be
measurable (Tourism USA, pg. 121), and can also serve as
controls. Writing down goals provides directional
guidelines. It can be difficult to get feedback on
promotional goals, but with specific goals set, an
evaluation and feedback plan can be implemented. This will
gather the necessary data for the evaluation process, which
can determine the successfulness of a community's plans and
program. Note: Providing feedback on goals and
accomplishments is the purpose of an evaluation.
Several examples of promotional goals are as follows:
* To create and measure the awareness of a particular
tourism attraction in a specific market.
Example: Awareness in Et Paso, Texas of the Deming Duck
Races
What are the Deming Duck Races?
Where are they held?
* To communicate a specific tourism appeal in promotion to
a specific market, then determine how many people can
recall it.
Example: Promoting a Ruidoso golf course as a specific
appeal to a Roswell market
Conduct a random survey in the Roswell market to
determine the effectiveness of the golf course advertising.
* To communicate a basic campaign theme to a specific
market, then determine how many people can restate the
premise without aided recall.
Example: More to Explore, New Mexico USA
Is this campaign theme easily recalled by readers of
the New Mexico Vacation Guide?
Was it recalled without any hints?
* To communicate a particular image or try to create a
particular attitude about a tourism site, then determine if
the message registered in the potential prospect's mind
creates the correct image.
Example: Hang Your Hat in Clayton
What image does this create for people living in
Amarillo, Texas?
* To measure the effectiveness of advertising materials by
tracking inquiry coupon responses.
Example: Old West Country advertisement placed in New
Mexico Vacation Guide
How many inquiries were received?
How many of the people inquiring actually visited Old
West Country?
Use Worksheet 4 to help develop promotional goals.
Step 7. Determining A Campaign Theme
A campaign theme should emphasize the image aimed at
tourists in a given area. Remember, always capitalize on
the positive aspects in the area, region or destination.
Campaign themes should be developed for a clearly defined
target market. For example, New Mexico's promotion, "More
to Explore... New Mexico USA," targets nonresidents, and
capitalizes on the fact that New Mexico is a part of the
United States, although many tourists think it is a part of
Mexico. A campaign focusing on New Mexico residents, on the
other hand, would emphasize what their home state has to
offer. It could incorporate a theme of "Travel Close to
Home." Use Worksheet 5 here.
Step 8. Advertising Media
Determining which advertising media to use should not be
done until after the target market is identified. Once the
market has been determined, the tourist profile of the
target market can be matched to the audience profile of
specific advertising media. Most advertising media can
provide an accurate profile of their audience. Some
advantages and disadvantages of various forms of
advertising media are listed below. (Hospitality and Travel
Marketing, pp. 346-359)
Newspapers
Advantages
High reach
High geographic concentration
Good frequency
Tangibility
Short lead times
Relatively low cost
Ability to communicate detailed information
Ability to place in most appropriate location
Disadvantages
High waste factor and inability to target
Limitations on creative format
Relatively poor reproduction quality
Clutter
Short life span
High cost of national coverage
Magazines
Advantages
Tangibility
High audience selectivity
Good reproduction quality
Long life span and good pass-along rate
Prestige and credibility
Ablity to communicate detailed information
Disadvantages
Limitations on creative format
Clutter
Low reach
Low frequency
Long lead times
Relatively expensive
Difficulties in geographic targeting
Radio
Advantages
Relatively low cost
Audience selectivity
High frequency
Short lead times
Disadvantages
No visual communications
Inability to transmit complex messages or
detailed information
Short life span
Shared attention
Television
Advantages
Potentially high reach
High persuasive impact
Availability of uniform national coverage
Some geographic and demographic selectivity
Disadvantages
High total cost
Short life span
Inability to transmit detailed information
Direct Mail
Advantages
Audience selectivity
Highly flexible
High level of personalization
Ability to measure responses
Low Cost
Tangibility
Short lead times
Disadvantages
Junk mail syndrome and high discard rate
Relatively high total cost
Limitations on creative format
Outdoor/Transit (Billboards, posters, painted
bulletins)
Advantages
High reach and good frequency
Geographic selectivity
Long life span
Large size
Disadvantages
High waste factor and inability to target
Relatively long lead times
Inability to transmit complex or detailed
messages
Not prestigious
Limitations on creative format
Step 9. Public Relations
Public relations can be an excellent way to promote a
community or attraction. Public relations activities are
uniquely different from advertising. Advertising is paid,
but public relations uses free public exposure to ensure
goodwill. Public relations can use radio,television or
newspapers.
Public relations efforts not only can be used to promote
the destination to tourists, but also to promote the
community itself. It can help create a feeling of pride in
the community by educating the local community about what
it has to offer tourists. This can develop a feeling of
pride for the residents when they are asked to describe
their community to tourists. Instead of seeing tourists as
invaders, they will be seen as an economic boost to the
local economy. Worksheet 6 evaluates some potential public
relations activities.
Step 10. Developing An Evaluation Plan
An evaluation plan requires detailed planning during the
initial stages of a marketing plan. Establishing measurable
goals in a marketing plan is the first step in this
evaluation. From this step, decide what information is
needed to prove or disprove the accomplishment of the goal.
If methods to gather the information are established at the
beginning, all needed information for evaluation will be
available at the end.
One of the most difficult parts of an evaluation is
uncovering all the information that is needed, especially
if an organized system is not included at the beginning.
The second most difficult part is convincing everyone of
the importance of such an evaluation. It is the key to the
entire marketing plan that says, "Yes, it worked" or "No,
it didn't work." An evaluation can show if the wrong
audience was targeted or the plan conveyed the wrong
message. Evaluation also provides the information needed to
improve marketing. Great care should be taken to
incorporate an evaluation plan into the marketing plan.
Another important part of an evaluation is the conversion
study, which compares the number of inquiries to the number
of people who actually visit. The conversion study is
conducted by using the list of inquiries generated over the
specified time frame, randomly choosing a sample, then
performing a follow-up telephone or mail survey. Other
information that can be collected along with a conversion
study, when it is determined that the inquiring person has
actually visited, is:
1. Place of residence
2. What time of year visited
3. Transportation
4. Estimated expenditures during trip
5. Purpose of trip
6. Would you visit again
These questions help establish a tourist profile.
Information, other than that gathered by the follow-up
survey, that needs to be collected for a proper evaluation
of a marketing plan is:
1. Advertisement cost
2. Advertisement dates
3. Number of times an advertisement was run
4. Advertisement agency costs (if any)
5. Media in which advertisement was placed
6. Number of inquiries received from each
advertisement
7. Request fulfillment costs (mailing costs,
envelopes, mailing brochures)
8. Follow up information (survey determining visitor
characteristics and whether the people inquiring
actually visited the area, region or destination)
Gathering this kind of data provides information to
determine the effectiveness of advertising. Table 2 gives
hypothetical costs per inquiry. When follow-up information
on actual visitation and expenditures is obtained,
advertising effectiveness can be further evaluated. (See
Worksheet 3)
Table 2. Advertising Cost Breakdown
COST PER INQUIRY
ADVERTISING NUMBER OF AD Request
MEDIA INQUIRES COSTS Ad Fulfillment
Agency Total
(fixed)
----------------dollars-------------------
Travel West
-10/89 750 1760 2.34 .35 2.85 5.54
U.S. Travel
-4/90 846 2134 2.52 .35 3.20 6.07
SW Traveler
-1990 650 2400 3.69 .35 4.00 8.04
Number of Inquiries - The number of people who requested
information through the advertisement.
Ad Costs - The cost of placing an advertisement in the
advertising media.
Ad Cost Per Inquiry - Ad cost divided by number of
inquiries.
Request Fulfillment Cost Per Inquiry - Request fulfillment
cost divided by number of inquiries: includes mailing,
brochure, and envelope costs.
Ad Agency Fixed Cost Per Inquiry - Ad agency fixed cost
divided by number of inquiries.
Total Cost Per Inquiry - Total costs divided by number of
inquiries.
Data collection methods should be decided on and in place
before any advertising is done. Thus, all needed
information will be available when evaluation procedures
start. Suggested advertisement monitoring methods include:
1. A phone answering script that determines the
caller's name, address, phone and type of information
requested.
2. Coding advertisements so inquiries received are
easily tracked to a specific advertisement.
3. Monitoring guest registrations for visitor's points
of origin.
Step: 11 Funding
Once the marketing plan has been developed, there must be
funding to support the implementation of the plan. Learning
to budget the expenses that will be incurred with the
marketing plan is the first step. Funding sources want to
know from the beginning how the money will be spent. Use
Worksheet 6 as a guide to help develop a marketing plan
budget.
Determining how much money to spend is not the hard part;
determining where to get the money is. Non-profit
organizations such as Convention and Visitors bureaus and
Chambers of Commerce may have access to the Cooperative
Advertising Program offered through the State Travel and
Tourism Department, which provides matching funds. Lodgers'
taxes are another source of funding. This money is usually
administered by local government. Other funding sources at
the local level are member fees, banks and utilities.
Conclusion
Planning is the key step in any marketing process. The
number of problems can be reduced if all aspects are well
thought through before any action is taken. The check list
on Worksheet 8 may be of help.
Writing down goals of the marketing plan provides a better
understanding of what is to be accomplished and how to go
about determining if goals are reached. Learning to use all
resources available will make a stronger marketing plan by
drawing on marketing research for guidance and for
evaluation calculations. Without an evaluation, a marketing
plan is like putting only half the ingredients into a
recipe. Therefore, developing a well thought out marketing
plan (which includes the evaluation) provides a structured
marketing strategy to follow.
References
The Economic Impact of Travel on New Mexico Counties 1987,
US Travel Data Center, November, 1988.
Morrison, Alastair M. Hospitality and Travel Marketing. New
York: Delmar Publishers Inc., 1989
United States Department of Commerce, United State Travel
and Tourism Administration, and Economic Development
Administration. Tourism USA. 1986.
Appendix A
Worksheets
Worksheet I: Inventorying Attractions.
A complete inventory of attractions must be developed
before any further plans are made. List below all
attractions found in your area.
1. Natural Attractions
2. Manmade Attractions
3. Historical Attractions
4. Festivals
5. Cultural or Ethnic Attractions
6. Special Events
7. Recreational Attractions
Worksheet 2: Assessing Current Marketing Efforts
Inventorying current marketing efforts will provide a
complete picture of all marketing activities currently in
process.
1. List current advertising activities? Where do you
advertise?
2. Why is each of these advertising activities methods
being used? What are the objectives of each?
Worksheet 3: Sample Questions For A Survey
Developing, administering and interpreting a survey
questionnaire is a complex process, and professional advice
may be needed. The following questionnaires are only sample
survey questionnaires and are not to be used directly for
a area, region or destination survey unless modifications
are made to tailor the survey for that area, region or
destination.
This survey questionnaire was developed by the New Mexico
Tourism and Travel Division based on comments from John
Temple of the Bureau of Business and Economic Research at
University of Nex Mexicao to assess the New Mexico Vacation
Guide and their advertising.
1. How long did it take to receive your New Mexico
Vacation Guide?
1. 1 to 3 weeks 2. Longer than 6 weeks
3. 3 to 6 weeks 4. Never received it
2. In respect to the New Mexico Vacation Guide rate the
following items.
1 = Poor 2 = Fair 3 = Good 4 = Excellent
1. Contained the information you wanted
2. Easy to use
3. Interesting
3. What is your state of residence?
1. New Mexico (If You ARe From New Mexico Go To
Question 24)
2. Texas
3. Illinois
4. California
5. New York
6. Other (Please specify)
4. Have you visited New Mexico within the past 12 months?
1. Yes 2. No
(If You Answer "No" Please Go To Question 22)
5. What statement best describes your last visit to New
Mexico.
1. Passing through New Mexico with your primary
destination in another state.
2. New Mexico as your primary destination.
3. New Mexico as only one of several destinations.
6. Could you please provide a few details regarding your
last visit to New Mexico?
1. Month visited (January =1, December= 12)
2. Number of days spent in New Mexico
3. Number of people (including yourself in immediate
travel party.
4. Number of nights spent in hotel or motel while in New
Mexico.
7. What type of transportation did you use to get from your
home to New Mexico?
1. Airline
2. Train
3. RV/Camper/Motorhome
4. Motorcoach Tour
5. Private car/Pickup/Van
6. Rental Car
8. Excluding travel expenses from your home to New Mexico
and your return home, how much do you estimate your party
spent in total, or daily on average, during your last stay
in New Mexico? (Includes meals/lodging/local
transportation/purchases/etc .)
Total $ or Daily $
9. What was the primary purpose of your visit? (Check only
one, please)
1. Vacation
2. Business related
3. Visiting friend/relative
4. Convention
5. Passing through
6. Combined business/pleasure
10. What communities did you stop and visit? (Check as many
as apply)
1. Alamogordo
2. Farmington
3. Roswell
4. Albuquerque
5. Gallup
6. Ruidoso
7. Angel Fire
8. Grants
9. Santa Fe
10. Carlsbad
11. Las Cruces
12. Silver City
13. Chama
14. Las Vegas
15. Taos
16. Deming
17. Red River
18. Tucumcari
19. Other (Please specify)
11. Would you visit New Mexico again?
1. Yes 2. No
12. What were your major considerations in selecting New
Mexico for your visit? (Check as many as apply)
1. Outdoor Recreational Opportunities
2. Historical Sites
3. Shopping Facilities
4. Special Events
5. Spanish Cultural Opportunities
6. Scenic Beauty
7. Indian Cultural Opportunities
8. Arts
9. Business, Convention or Relatives/Friends
10. Other (Please specify)
15. How did you develop and book your travel itinerary?
1. Through a travel agent
2. We planned and booked the trip on our own
3. We planned and booked the trip with the help of
friends/relatives
4. We received some information from our travel agent
but booked the travel arrangements on our own
16. Did you decide to visit New Mexico before or after you
requested the Vacation Guide?
1. Before 2. After
17. Did the Vacation Guide influence your decision to visit
New Mexico?
1. Very much
2. Somewhat
3. Not at all
18. Did the information from the Vacation Guide increase
the length of your visit to New Mexico
1. Yes 2. No
19. Did you visit one of New Mexico's Tourist Information
Canters?
1. Yes 2. No
20. If so which ones?
1. La Bajada (Santa Fe)
2. Chama
3. Gallup
4. Anthony
5. Lordsburg
6. Raton
7. Glenrio
8. Albuquerque Airport
21. Do you have any comments regarding the Welcome Centers?
22. Are you planning a trip through New Mexico within the
next 12 months
1. Yes 2. No
23. How many weeks in advance do or did you start planning
your trip?
24. Do you have any comments regarding the Vacation Guide:
The New Mexico State Map:
A survey questionnaire such as this is useful for gathering
a large amount of the needed information. The questions
asked here are useful for gathering information on the
Vacation Guide, their advertising, a tourist profile,
tourist motivations for visiting, the money generated by
the tourist, and tourist information canters. The correct
design of a questionnaire is crucial to ensure the
reliability of the information gathered.
Worksheet 4: Promotional Goals
Developing promotional goals is just as important as
planning the evaluation. The goals say this is what we want
this promotion to accomplish, and the evaluation says this
is what this promotion did for us. List your promotional
goals below (use the examples in Step 6 for
suggestions/ideas).
1. What are your promotional goals?
A.
B.
C.
D.
E.
F.
G.
Worksheet 5: Campaign Theme
Brainstorm to come up with a variety of campaign themes you
may want to use. Having several to chose from offers
flexibility in seasonal changes and the ability to focus in
on specific events, attractions or activities.
Below list all campaign ideas you can think of for your
destination.
A.
B.
C.
D.
E.
F.
G.
Worksheet 6: Public Relations Inventory
Taking an inventory of public relations activities, to
allow you to better use those public relations available to
you. Describe the public relations you have done that have
worked, and write down any ideas for future public
relations activities.
Special Events
News Releases
Tournaments/Contests
Promotional Video Tapes
Literature/Brochures
Trade Shows
Community Gatherings and/or Organizations
Other
Worksheet 7: Funding
Last Year Next Year
Actual Budgeted Variance Budget
Expenditures Expenditures
$ $ $ $
ADVERTISING MEDIA
Newspaper
Magazine
Travel Guides
Trade Publications
Directories
Billboards
Radio
Television
Direct Mail
Newsletters
Subtotal
HANDLING REQUESTS
Brochures
Graphics
Printing
Envelopes
Postage
Subtotal
EVALUATION
Survey Questionnaires
Conversion Studies
Analysis of Results
Subtotal
GRAD TOTAL
Worksheet 8: Tourism Program Checklist
Check Off
When
Completed
Notes
1. GETTING ORGANIZED
a) Assemble Initial Planning Team:
Chamber of Commerce...............................( )
Convention and Visitors Bureau....................( )
Hotel/Motel Association...........................( )
Restaurant Association............................( )
Retail Merchant Association.......................( )
Service Clubs.....................................( )
Historical/Museum Board...........................( )
Other: ...........................( )
Other: ...........................( )
Other: ...........................( )
Other: ...........................( )
b) Decide on Planning Team's Role and Activities:
Role to be Played ................................( )
Specific Team Objectives..........................( )
Areas of Activity.................................( )
Meeting and Activity Schedule.....................( )
Individual Responsibilities.......................( )
Other: ...........................( )
Other: ...........................( )
Other: ...........................( )
Other: ...........................( )
2. TAKING INVENTORY
c) Gather Information on Community's Tourism Resources
Attractions (natural)............................( )
Attractions (man- made). ..... ..................( )
Festivals and Events.............................( )
Lodging Facilities...............................( )
Restaurant/Foodservice Facilities................( )
Shopping/Retail Facilities.......................( )
Convention/Meeting Facilities....................( )
Travel Information Facilities....................( )
Other: ..........................( )
Other: ..........................( )
Other: ..........................( )
Other: ..........................( )
d) Describe Existing Tourism Demand
Convention/Meetings Market.......................( )
Other Business Travelers.........................( )
Tour Groups .....................................( )
Other Pleasure Travelers.........................( )
Other: ..........................( )
Other: ..........................( )
Other: ..........................( )
Other: ..........................( )
e) Identify Principal Competitive Destinations
For Convention/Meetings Market...................( )
For Other Business Travelers.....................( )
For Tour Groups..................................( )
For Other Pleasure Travelers.....................( )
Other Markets: ..........................( )
Other Markets: ..........................( )
Other Markets: ..........................( )
Other Markets: ..........................( )
f) Pinpoint Community's Strengths and Major Tourism
"Attractors"
Attractions......................................( )
Facilities.......................................( )
Community Image..................................( )
Community Support for Tourism....................( )
Other: ..........................( )
Other: ..........................( )
Other: ..........................( )
Other: ..........................( )
g) Identify Community's Weaknesses and Major Barriers to
Further Tourism Development
Attractions......................................( )
Facilities.......................................( )
Community Image..................................( )
Community Support for Tourism....................( )
Other: ..........................( )
Other: ..........................( )
Other: ..........................( )
Other: ..........................( )
3. ANALYZING THE FUTURE
h) Look at Possibilities of Increasing Demand from
Existing Markets
Increased Pleasure Travel from
Existing Geographic Markets......................( )
Increased Convention/Meeting
Travel from Existing Geographic Markets..........( )
Increased Other Business Travel
from Existing Geographic Markets.................( )
Increased Demand from Other
Segments from Existing Geographic Markets........( )
i) Research the Potential to Attract Demand from New
Markets
Pleasure Travelers from New Geographic Markets...( )
Pleasure Travelers from New Market Segments......( )
Convention/Meeting Travelers from
New Geographic Markets...........................( )
Convention/Meeting Travelers from
New Market Segments..............................( )
Other Business Travelers from
New Geographic Markets...........................( )
Other Business Travelers from
New Market Segments..............................( )
Other Market Segments from
New Geographic Markets...........................( )
New Market Segments (other than the above).......( )
4. PLANNING FOR THE FUTURE
k) Establish Long-Term Goals for Tourism
Marketing Goals..................................( )
Community Support and Awareness Goals............( )
Internal Organizational Goals....................( )
Development Goals ...............................( )
Other Goals:.....................................( )
Other Goals:.....................................( )
l) Pick Community's Target Markets
Convention/Meeting Groups by Geographic Area.....( )
Other Business Travelers by Geographic Area......( )
Tour Groups by Geographic Area...................( )
Other Pleasure Travelers by Geographic Area......( )
Other Market Segments:...........................( )
Other Market Segments:...........................( )
m) Decide on Theme or Image Community Will Use as a
Foundation for Tourism Meeting and Development
Positioning Statement to be Used
in Advertising and Other Promotions..............( )
Development Theme................................( )
Other Differences from Competitors
to be Communicated to Markets....................( )
n) Establish Measurable Objectives for Each Target Market
Convention/Meeting Groups by Geographic Area.....( )
Other Business Travelers by Geographic Area......( )
Tour Groups by Geographic Area...................( )
Other Pleasure Travelers by Geographic Area......( )
Other Market Segments:...........................( )
o) Develop a Marketing Action Plan to Achieve Objectives
for Each Target Market
Advertising......................................( )
Sales Promotion .................................( )
Personal Selling ................................( )
Public Relations and Publicity...................( )
Packaging .......................................( )
Events, Festivals, Programs......................( )
Other:...........................................( )
Other:...........................................( )
Other:...........................................( )
Other:...........................................( )
5. MONITORING AND EVALUATING RESULTS
p) Measure Success in Achieving Objectives for Each Target
Market
Convention/Meeting Groups by Geographic Area.....( )
Other Business Travelers by Geographic Area......( )
Tour Groups by Geographic Area...................( )
Other Pleasure Travelers by Geographic Area......( )
Other Market Segments:...........................( )
Other Market Segments:...........................( )
Other Market Segments:...........................( )
q) Evaluate Results for Each Target Market
What worked? (successes).........................( )
What did not work? (failures) ...................( )
What would we repeat?............................( )
What would we not repeat? .......................( )
What would we do differently next time?..........( )
Other:...........................................( )
Other:...........................................( )
Other:...........................................( )
Other:...........................................( )
The following is a directory of sources that may be useful
for information on the tourism and travel industry.
New Mexico Economic Development and Tourism Department
Joseph M. Montoya Building
Santa Fe, New Mexico 87503
(505) 821-6230
New Mexico State University
Economic Development
Cooperative Extension Service
Box 3AE
New Mexico State University
Las Cruces, New Mexico 88003
(505) 646-4122
State Data Center
Department of Economics
Box 30001, NMSU
Las Cruces, New Mexico 88003
(505) 646-4905
Hospitality and Tourism Services
Box 30003
Department 3HTS
New Mexico State University
Las Cruces, New Mexico 88003
(505) 646-5995
University of New Mexico
Bureau of Business and Economic Research
1920 Lomas, NE
Albuquerque, New Mexico 87131
(505) 277-2216
Anderson Schools of Management
University of New Mexico
Albuquerque, New Mexico 87131
(505) 277-6471
New Mexico Small Business Development Center Network
Lead Center - Santa Fe Community College
P.O. Box 4187
Santa Fe, New Mexico 87502-4187
(505) 438-1362
There are 17 small business sub-centers throughout New
Mexico. These can be contacted through the center in Santa
Fe.
New Mexico Hotel and Motel Association
P.0 Box 4665
Santa Fe, New Mexico 87502
(505) 983-4554
New Mexico Restaurant Association
2130 San Mateo NE
Suite #C
Albuquerque, New Mexico 87110
New Mexico Society of Association Executives
P.0. Box 27149
Albuquerque, New Mexico 87125
TANM-Tourism Association of New Mexico
Gallup Convention and Visitors Bureau
P.0. Drawer Q
Gallup, New Mexico 87305
(505) 863-3841
US Tourism and Travel Administration
Room 1865, U.S. Department of Commerce
Washington, D.C. 20230
(202) 377-0140
This information is for educational purposes only. References
to commercial products or trade names does not imply
endorsement by MSU Extension or bias against those not
mentioned. This information becomes public property upon
publication and may be printed verbatim with credit to MSU
Extension. Reprinting cannot be used to endorse or advertise
a commercial product or company.
This file was generated from data base TD on 09/30/03.
Data base TD was last revised on 06/06/02.
For more information about this data base or its contents please contact
alexande@msue.msu.edu . Please read our
disclaimer for important
information about using our site.