Strategic tourism marketing analyses future issues and challenges on the tourism market. The
objective of this analysis is to define innovative marketing strategies for tourism products in
order to be successful on the market.
A tourist destination is an integrated tourism product which needs well defined marketing
strategies. Only a continuous analysis, definition and implementation of strategies help tourist
destinations to gain a competitive advantage.
Popular destinations for tourist holidays are islands. Trivago (2009), a tourism website, has
launched a ranking of the “10 most popular islands of Europe“. Seven of the ten islands are
Spanish: Mallorca, Gran Canaria, Tenerife, Ibiza, Fuerteventura, Menorca and Lanzarote.
For this essay the defined international tourist destination will be Lanzarote. This island is
famous for its unique volcanic landscape and its biosphere reserve. Personally, Lanzarote is
my favourite travel destinations due to family reasons.
In the context of marketing, the following five of fifteen Cs of the destination Lanzarote will
be critically reviewed: Crisis, Customers, Communication, Competition and
Commodification. The review of these aspects will show how tourism marketing is applied
and which strategies are implemented for Lanzarote to overcome different challenges on the
tourism market and stay an attractive and successful tourist destination. (1673 words)
Table of Contents
1. Introduction
2. Lanzarote
3. The 5 Cs of Lanzarote
3.1. Crisis
3.2. Customers, Co-Creation and Visitor Experience
3.3. Communication
3.4. Competition
3.5. Commodification
4. Conclusion
5. References
Objectives and Topics
The primary objective of this study is to critically analyze the application of five key marketing concepts—Crisis, Customers, Communication, Competition, and Commodification—within the context of Lanzarote as an international tourist destination to determine effective strategies for maintaining market competitiveness.
- Analysis of tourism market challenges and the impact of the economic crisis.
- Evaluation of customer market diversification and co-creation strategies.
- Assessment of innovative communication campaigns like "Operation No Winter Blues".
- Investigation of competitive pressures from domestic and international markets.
- Examination of the role of cultural events and sports tourism in enhancing destination attractiveness.
Excerpt from the Book
3.3. Communication
Since the crisis, more varied marketing communication efforts are required to promote Lanzarote as an attractive tourist destination.
In 2009 the Canary Islands Tourist Board launched a marketing campaign called "Operation No Winter Blues". This communication strategy combined the Internet, social media and the traditional door-to-door selling (Direct Marketing News, 2010).
Two websites were created, one offering recommendations of local people with the slogan “Share our Fortune” with more than 5000 proposals for tourists. The other website was focused on the northern European countries promoting with videos the climate of the island as a treatment for winter depression.
These two activities were launched together with a door-to-door selling strategy, when recruited Canarian people travelled to the Northern focus countries and sold the virtues of a winter vacation on the Canary Islands. The revival of door-to-door selling resonated in many countries, representing an offline social content campaign (Lanzarote Guidebook, 2010).
Summary of Chapters
1. Introduction: This chapter introduces the strategic importance of tourism marketing and identifies Lanzarote as the specific international destination for this study.
2. Lanzarote: This section provides a geographic and demographic overview of Lanzarote, highlighting its status as a UNESCO Biosphere Reserve and its appeal as a tourism destination.
3. The 5 Cs of Lanzarote: This main section critically evaluates five marketing pillars—Crisis, Customers, Communication, Competition, and Commodification—in relation to the island's current tourism strategies.
4. Conclusion: The concluding chapter synthesizes the findings, emphasizing the necessity of continuous strategic analysis to maintain the island's competitive advantage in a changing market.
5. References: This section lists all academic and industry sources utilized to support the analysis of Lanzarote's marketing efforts.
Keywords
Lanzarote, Tourism Marketing, Crisis Management, Consumer Behavior, Communication Strategy, Competitive Advantage, Commodification, Canary Islands, Destination Branding, Sustainable Tourism, Market Diversification, Visitor Experience, UNESCO, Economic Impact.
Frequently Asked Questions
What is the primary focus of this research?
The paper examines how Lanzarote applies specific marketing concepts to maintain its position as a successful international tourist destination amid economic challenges.
Which marketing concepts are analyzed?
The study focuses on the "5 Cs": Crisis, Customers, Communication, Competition, and Commodification.
What is the main objective of the assignment?
The objective is to critically review and define innovative marketing strategies used by Lanzarote to overcome market challenges and improve competitiveness.
What methodology is utilized in this paper?
The author uses a critical review approach, synthesizing existing industry reports, economic data, and marketing campaign case studies to evaluate the island's performance.
What is covered in the main body of the work?
The main body details the island's responses to the economic crisis, its efforts to attract diverse customer segments, unique communication campaigns, competitive market analysis, and the role of cultural and sports events.
Which keywords define this work?
Key terms include Lanzarote, Tourism Marketing, Destination Branding, Crisis Management, and Competitive Advantage.
How did Lanzarote react to the economic crisis according to the text?
Lanzarote engaged in initiatives like promoting innovation, supporting family businesses, and utilizing budget airlines to increase connectivity during off-peak hours.
What role does César Manrique play in the island's marketing?
César Manrique is identified as a major influence on the island's sustainable and cultural tourism identity, shaping its architecture and natural attractions.
How successful was the "Operation No Winter Blues" campaign?
The campaign was highly successful, contributing to a 16% growth in Canary Islands tourism in 2009, significantly outperforming the rest of Spain.
- Quote paper
- Dilara Torun (Author), 2011, Critically review the 15 C´s in the context of the marketing of an international tourist destination: Lanzarote, Munich, GRIN Verlag, https://www.grin.com/document/183444
