美国目的营销理论框架和优秀案例分析.pdf

The Kotler Marketing Group White Paper Destination Marketing in the United States Benchmarks Best Practices COLONIAL WILLIAMSBURG, VIRGINIA BRANSON, MISSOURI LAS VEGAS, NEVADA ORLANDO, FLORIDA BILOXI, MISSISSIPPI Prepared by Milton Kotler, Aaron Thomas and Dr. Jonathan Monroe of the Kotler Marketing Group on October 11, 1999 Destination Marketing in the United States: Benchmarks Best Practices Table of Contents I. Aim of the Destination Marketing Site Meetings _______________________3 II. The Benchmark Destinations _______________________________________4 III. Learnings _______________________________________________________6 Marketing Strategy _______________________________________________________ 7 Vision and Destination Brand Essence______________________________________ 12 Consumer Knowledge, Targets, and Statistics ________________________________ 14 Public - Private Sector Coordination: A Virtuous Circle for Economic Growth _____ 19 Experience: Variety, Fun, and Quality ______________________________________ 22 The Tourism / Gaming Phenomenon ______________________________________ 25 Kotler Marketing Group 2 Destination Marketing in the United States: Benchmarks Best Practices I. Aim of the Destination Marketing Site Meetings - Addressing Questions and Challenges for Destinations Addressing Questions and Challenges The benchmarking project and this report are focused on four primary questions: Question 1 How do destinations develop a rapid growth strategy in a sensible and successful manner? Question 2 What are the leading-edge examples of brand image for destinations, and what is the most effective approach to development and management of the brand image? Question 3 W