MARKETING PAN Tourism Victor Harbor on the Fleurieu 营销计划——对菲尔旅游胜利港.docVIP

“Marketing Tourism in Victor Harbor in 2000 and Beyond” Council Adopted Tourism Marketing Plan Victor Harbor South Australia Tourism Victor Harbor Committee October 1999Victor Harbor Tourism Marketing Plan 1999-2001 Table of Contents Executive Summary 3 The Vision for Victor Harbor in the Fleurieu Peninsula 8 Tourism Industry Structure 8 South Australian Tourism Commission 8 Fleurieu Tourism 8 Tourism Victor Harbor 9 Current Tourism Trends in South Australia and Regional Tourism 9 Visitors to South Australia 10 Visitors to the Fleurieu Peninsula 11 Visitors to Victor Harbor 11 Victor Harbor’s Competitive Position 14 Competitive Advantages 14 Competitive Strengths 19 Target Markets 20 Geographic Segments 22 Lifestyle Segments 23 Niche Markets 24 Marketing Strategy 25 Marketing Activity Budget 30 Evaluation and Review Strategy 31 List of Participants in Tourism Marketing Planning Workshop 31 VICTOR HARBOR TOURISM COMMITTEE MARKETING PLAN 1999 — 2001 1.0 EXECUTIVE SUMMARY The Victor Harbor Tourism Marketing Campaign 1999 -2000 builds on the strengths of previous marketing accomplishments and expands the scope of activities. The development of the marketing plan follows a Victor Harbor Tourism review, in which Visitor Information Services were improved with the appointment of a centre co-ordinator, the introduction of accreditation systems and the appointment of a marketing professional. A “Marketing tourism in Victor Harbor in 2000 and beyond” planning workshop was hosted in mid September 1999 and attended by 70 tourism industry representatives. Fundamentally, the plan supports the notion of developing an e-commerce presence for Victor Harbor, developing a stronger brand position in a regional context, develops new and existing markets and provides an increased level of service and professional development to its members. The plan also considers the development of income ge