Kent Airlines Presentation
The modern world offers numerous opportunities for tourism, and the further the process goes, the harder becomes the task to satisfy the contemporary tourists’ needs. The modern tourism business must rely heavily not only on what the destination can offer, but also on how it is presented to a person that is about to visit it. Creating a decent association that includes the mixture of many factors, such as the functional, emotional, and relational elements, with the destination of Atlantis is the key point of its promotion and success.
Just as it is important in marketing of every other field, it is also crucial to first segment a market for the tourism field as well. Segmenting allows to get an insight into and analyze the demand of the potential customers, adapt the company’s services to these demands, and, finally, present the services the way that would represent both, the customers’ expectations, and the company’s capacity to perform these services. According to Seaton & Bennett, it is also crucial to consider not only the traveling population that visits a country, but also the host population that lives in the country or destination, referring to the Pareto effect that was observed in Italy, where most of the country’s wealth was concentrated in the minority of its population (Seaton & Bennett, 1997). As Atlantis is quite an isolated destination, being located in the mid-Atlantic, the majority of its population is expected to be involved in the tourist business, and, thus, the target consumers of the tourism service in Atlantis will be the higher incomes groups of the urban population from the developed countries of Europe, primarily, the UK and Germany.
The process of destination branding created similar to the product brand generation, and results in creating an image of the customers’ expectations, as well as an image of the services the company may offer. In their work “Strategic Marketing in Tourism Services” (2012) Rodoula H. Tsiotsou and Ronald E. Goldsmith accumulate a few terms given by various authors to conclude that the destination branding is “is considered as a relational network developed by a destination between itself and certain target markets and stakeholders in order to affirm its owner” (Tsitsou & Glodsmith, 52, 2012). This implies that the destination branding is a presentation of a mixture of various elements that can be offered by the destination in order to build a positive image for it. In case of Atlantis, such elements may include the islands mild ocean climate that can be presented as highly recreational, and the island’s signature drink called “oros,” which, also presented in a decent way, may become a strong potential element for Atlantis destination branding. Finally, the potential slogan that such mid-Atlantic tourist destination as Atlantis may have is “Where the legend, the paradise, and the reality meet” referring to the island’s isolated location and its oceanic recreational climate.
In order to maintain the decent competition and gain the additional competitive advantages, it …
