Question

Take on the role of a service marketing consultant to the Alabama Tourism Department with a further focus on developing and marketing an existing but modified tourist place in Auburn or Tuskegee. Please consider the following issues in relation to the development and marketing of this tourist attraction.

A. For the recommended location and your selected place in Auburn or Tuskegee, discuss how the market for your services within the place can be segmented, and from these segments recommend the target market(s) of your services. Also discuss what different services currently available and how you can improve them. Please also justify why you are suggesting these extended services.

B. Develop service marketing strategies for this modified and expanded services of this tourist attraction and for your previously identified recommended target market(s) by answering the following questions.

1. Explain the service innovation and development Process for this tourist attraction.
2. Do you need to modify the services in any way for the different target markets for an example for local or national tourists?
3. How would you position the services included in the tourist attraction and for your target market? What are the community-of-origin attitudes likely to be for your services?
4. How would you locate the offered services within the area? What marketing channel systems and physical distribution issues need to be considered? Why?
5. What physical evidence to be considered for this tourist attraction to generate maximum amount of traffic locally and nationally.
6. How would you use the service marketing triangle to maximising profit as well as enhancing tourists satisfaction?
7. How do you think tourists may contribute to the service quality and satisfaction of this tourist attraction?
8. Do you have any issues pertaining to capacity of this tourist attraction? What strategies would you use in order to face such situations?
9. What are your pricing objectives, strategies and what environmental influences are there on your pricing decisions for these services (existing and extended)?
10. How would you promote this place and the services that you would like to offer? What promotion mix tools, media and communication messages would you use?

Answer 1

ANSWER :

THE TUSKEGEE NATURE HUB

As a service marketing consultant,

• I would recommend the place for expansion because their needs to be a setup for environmental seminars, eco-friendly social gatherings and a hall for school education tours on sustainability.
• The market for the services can be segmented by
  • Selecting top 5 schools of the city
  • Asking the school to select top 10 students in each school
  • Arranging a motivational lecture on ecology and sustainable living.
  • Giving the students passes for visiting with family.
• The target market would be students (schools and colleges), event companies (for conducting eco-friendly gatherings). The age groups to target would be 8-27, 28-50.

1. The service innovation would be to market The Tuskegee Nature Hub as a sustainable and eco-friendly spot that also caters to social gatherings plus an educational centre.
2. The existing services definitely need to be modified for the locals. Once it gathers some eye balls, the national tourists’ attention can then be captured.
3. Sustainable living is a lifestyle that would reduce the wastage of the limited natural resources for the next generation. The core idea of it would cater to all the people.
4. Social media marketing, newspaper advertising and Search engine optimization have to be used as marketing channels.
5. A hall has to be built with transparent walls to have a feel of nature. Also, an outdoor museum should be built for promoting sustainable practices.
6. The company name has to be built on a certain propaganda for sustainable living. The employees have to have knowledge and facts about such practices so that when any customers visit, they can be won over by thoughts and they can be given a Feedback board where they can write their experiences for optimum response system.
7. There has to be an amount for the entry fees, a booking amount for the outdoor museum and for the transparent seminar hall.
8. If ever there is a capacity issue, the management of the Tourist hub would be notified to sell a particular number of tickets per day so that disasters such as stampede etc. are not caused.
9. The pricing objectives should be kept at keeping into accounts, the outdoor museum and the transparent seminar hall. We can bring in social influencers for some events where we can increase the entry fees subtly.
10. The promotional mix tools that would be used are
    1. Advertising
    2. Public Relations

Also, catchy phrases can be used to mark a spot in the minds of people.