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)
Inhaltsverzeichnis (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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This analysis aims to define innovative marketing strategies for Lanzarote, a popular Spanish island, to maintain its competitive advantage in the tourism market. The study critically reviews five key aspects of Lanzarote's marketing strategy within the broader context of the "15 Cs."
- Impact of economic crises on Lanzarote's tourism sector
- Analysis of Lanzarote's customer base and strategies to attract new markets
- Evaluation of Lanzarote's communication strategies
- Assessment of competition and competitive strategies
- Examination of the commodification of tourism in Lanzarote
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1: Introduction introduces the study's objective: analyzing innovative marketing strategies for tourist destinations, focusing on Lanzarote. It highlights Lanzarote's popularity and its unique volcanic landscape and biosphere reserve status.
Chapter 2: Lanzarote provides background information on the island, including its location, size, population, and its designation as a UNESCO Biosphere Reserve. It emphasizes its climate as a key tourism draw.
Chapter 3: The 5 Cs of Lanzarote delves into five specific marketing aspects: Crisis, Customers, Communication, Competition, and Commodification. The "Crisis" section details the negative impacts of the 2007 economic downturn and currency fluctuations on tourism. The "Customers" section examines Lanzarote's main customer markets and strategies to diversify its tourist base.
Schlüsselwörter (Keywords)
Lanzarote, tourism marketing, crisis management, customer segmentation, competition, commodification, sustainable tourism, Biosphere Reserve, Canary Islands, economic impact, marketing strategies.
- Citation du texte
- Dilara Torun (Auteur), 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
