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Individual Strategic Marketing Analysis and Plan - Assignment Example

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INDIVIDUAL STRATEGIC MARKETING ANALYSIS AND PLAN (Author’s name) (Institutional Affiliation) Project Outline and Executive Summary According to a study carried out by UNESCO, more than fifty percent of the international historical and cultural heritage is concentrated in Italy…
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Individual Strategic Marketing Analysis and Plan
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Individual Strategic Marketing Analysis and Plan

Download file to see previous pages... History, art and culture are essential motives for a considerable percentage of the number of individuals visiting the country each year. In addition to this, they form a strong promotional feature for destinations, towards market segments that are less sensitive to heritage and culture. Not forgetting the fact that, the tourism industries and authorities until recently, have accomplished exceedingly little to render impressive stock of historic and cultural resources available. Even less has been achieved to further the accessibility of the modern Italian traditions and culture (Moller & Deckert, 2009). This then forms a basis for and explains why the traditional cultural and artistic commodities and their use by international and national tourists is the focus of the paper. Through research of the market, the paper will examine the characteristics of both the supply and demand of cultural and heritage tourism commodities, to have a sound foundation through which to set a tourism marketing strategy is more scientific and with decreased risk. For instance, research estimates that today 55 percent of Italians go on holiday annually. In these cases, 15 percent usually purchase a package tour for a minimum of seven days. Research shows that more young people involved in these travels are between 30 and 20 years old, though individuals aged over 55 make up for a larger percentage of the 55% of tourists. As a result, of the exceedingly high demand for arts, historical and cultural tourism in Italy, the paper will propose a project to begin a new business supplying the demand for arts, historical and cultural tourism (Consulting & Promotion 2011, p2). Company Description The company will deal with tourism in arts, history, culture and religious paths. When it comes to religious tourism, more than 3000 structures are available in Italy, more than 56 ancient and modern convents, 25 Euro house receptions, 30 Euro monasteries that are available to be exploited by this kind of tourism. The company will focus on these areas to supply religious tourism demands by targeting individuals between the ages of 70 and 40. The company will also deal with material culture. The key to excellence for culture tourism in Italy is in the ability to deliver and create an efficient diversification crossing the right artistic, historical and monumental traditions with food, crafts, folk territory and wine. Culture in a wide sense to harmonize the traditional view to protection with improvement of local identity in culture (Richards 1996). The company will also exploit tourism in museums, as there are not enough visitations to museums. The company needs to breathe to the tourists in Italy that the emotions and atmosphere in museums offer a unique experience worth coming back for. The company will carry out an operation to communicate the new tourism features the company is offering within the country, that is involving the people of Italy in processes of systematic rediscovery of their own traditions (Richards 1996, p. 35). Goals of the Company The main goal of the company is to supply the unsupplied tourism demands in Italy especially in the area of arts, history, religious paths and history. The company will exploit all the available and underutilized tourist features related to culture, traditions and religion. Situation Analysis Strengths Weaknesses Art, history and culture are essential motives for a significant number of tourists. The considerable casual attitude of policy ...Download file to see next pagesRead More
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