Important's of Media Promotion

The most important goal for the strategy of media, promotion as well as distribution as far as destination marketing is concerned is increasing the loyalty amongst the travellers for the brand of the destination. Since image or the equity is a significant part of the destination brand equity which is based on the consumers, it has become more and more important these days.

The underlying principle behind stimulating the associations with the travellers with the help of media, promotion as well as distribution is that the travellers who can be the patron of the destination will prove to be more profitable on the longer run than a series of travellers who are one off. This happens due to the fact that the money involved for the efforts of getting connected to a constant flow of new travellers will be more than the cost of keeping in touch with existing customers. The strategy of media, promotion and distribution hence should focus on the matters of repeat visitation, destination loyalty and customer relationship management.

As a result of this understanding the first recommendation which has been given is approaching the Australian travellers in a more extensive way. Since this country is in the proximity of Hawaii it will prove to be easier for the destination marketers to approach these customers and make them a loyal group of travellers for a longer span of time. This will also be helped by the strength of the Australian dollar compared to the US dollar, currently it is a prime time for Australians to visit Hawaii due to the favourable exchange rates, a focus on extensive advertisements for Australians to visit Hawaii (particularly couples) should be a priority as it is a target market that would benefit from such exchange rates.

Another recommendation is targeted at the growing percentages of Asian countries visiting Hawaii. This increase is good for developing Hawaii as a tourist destination in the Asian geographic location. Increased deals and advertising campaigns targeted at this region would serve the Hawaiian tourism well. An emphasis on the ‘Business’ side of visitors to Hawaii should be explored through promoting Hawaii as a conference hub for businesses drafting in more business to the economy and the tourism sector.

This will be useful in reaching out to the right set of travellers. Travel journals and travelogues can be used for advertisement so that goodwill is created among hardcore travellers who form an important part of the reference group for the worldwide travellers. Print media would also be used to create awareness about the facilities in the country. Paid articles in newspapers can be used as a tool for this purpose. This will interest the amateur travellers in addition to the hardcore travellers.