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CHAPTER 10 Recreation Marketing

CHAPTER 10 Recreation Marketing. 10.1 Recreational Sports 10.2 Travel and Tourism 10.3 Resorts and Theme Parks 10.4 Recreation Marketing Careers. LESSON 10.1 Recreational Sports. GOALS Explain marketing strategies based on changing demographics.

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CHAPTER 10 Recreation Marketing

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  1. CHAPTER10Recreation Marketing 10.1 Recreational Sports 10.2 Travel and Tourism 10.3 Resorts and Theme Parks 10.4 Recreation Marketing Careers SLIDE 10

  2. LESSON 10.1Recreational Sports GOALS • Explain marketing strategies based on changing demographics. • Apply market information to recreational events. SLIDE 10

  3. Fitness and Fun • Facilities versus wilderness • Recreational space for local residents • Environmental impact • Must balance needs • Managing customer information • Customer database • Product planning and promotion SLIDE 10

  4. Is Fitness a Trend? • Changing demographics • Senior Olympics • Participation of youngsters SLIDE 10

  5. Event Marketing • Sponsorship • The future is here • Inline skating • Mountain biking • Snowboarding SLIDE 10

  6. Snowboard Madness • Sport continues to grow • Indoor snowboard facilities • Marketers looking for new areas SLIDE 10

  7. LESSON 10.2Travel and Tourism GOALS • Explain the importance of the travel and tourism industry to sports and entertainment marketing. • Describe how technology has changed travel marketing. SLIDE 10

  8. Road Trip • Travel and tourism supporting business • Traveling to sporting events SLIDE 10

  9. The Products • Transportation • Accommodations • Meals • Other attractions SLIDE 10

  10. Travel Technology • Online tickets sales and reservations • e-tickets—electronic tickets SLIDE 10

  11. Lean Times for Travel Agencies • Traditional ticket distribution channel until recently • Newer channel is direct sales through web sites SLIDE 10

  12. Price Versus Convenience • Online travel service • Priceline.com SLIDE 10

  13. Small World • The business traveler • Major source of profit for the travel industry • Airline member-only clubs • The tourist • Self-indulgence travel • Cultural travel • Activity tours • Reality tours SLIDE 10

  14. Ecotourism • Ecotourism—responsible travel to natural areas that conserves the environment and sustains the well-being of local people • Fast-growing segment of travel industry SLIDE 10

  15. LESSON 10.3Resorts and Theme Parks GOALS • Understand the importance of partnerships between airlines and recreation destinations. • Discuss the popularity of halls of fame as destinations. • Explain the marketing strategies of theme parks and resorts. SLIDE 10

  16. Traveling to Destinations • Short-haul destinations • Low seasons • Getting there is half the fun • Resorts and theme parks depend on airlines to bring customers to them • Partnerships to coordinate efforts • Resort tech • Online sales strategies • Direct sales of tickets and hotel rooms SLIDE 10

  17. Halls of Fame • Travel destination • Sports and non-sports interests • A hall is not always a hall • No specifications for the site of a hall of fame • Must attract visitors • Promotion by word of mouth • A complete destination SLIDE 10

  18. Resorts and Theme Parks • Popular tourist destinations • Theme parks are family-oriented • Resorts aimed at adults • Children have a major influence on choice of destination SLIDE 10

  19. Theme Park Central • Disney is the world leader in the theme park industry • Tiering for premium services • Creating an attraction requires customizing SLIDE 10

  20. It’s Not Orlando • Amusement parks in China • Inadequate or inaccurate marketing information about potential customers SLIDE 10

  21. LESSON 10.4Recreation Marketing Careers GOALS • Describe careers in recreation marketing. • Develop a recreation marketing career plan. SLIDE 10

  22. Building a Career • Planning the trip • Wide selection of career paths • Research jobs and what they require • What’s out there? • Marketing positions in every firm in the recreation business • Searching for jobs using the Internet • Research national travel agencies SLIDE 10

  23. Getting Ready • What’s school got to do with it? • Education requirements • Tech Prep program • How About the Real Thing? • Internships • Part-time work • Job shadowing —spending active work time with someone in a certain job or career SLIDE 10

  24. People Skills Are Critical • Manage your behavior • Adopt appropriate behavior for success SLIDE 10

  25. Recreation Marketing Careers • Recreation marketers needed to develop and execute the seven marketing functions • Communication and presentation skills • Most positions require a bachelor’s degree • Salary and perks SLIDE 10

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