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Radio And Television set Advertising Tourism Essay

Jamaica is the most satisfactory, diverse and unique warm weather destination on the planet that gives the best holiday value available. Jamaica gives a distinct holiday experience that rivals cannot match. (JTB Marketing Demonstration to Joint Appointment of Board 1995) The vibrant culture which include fine and performing arts, literature music and background. Not forgetting the exquisite delicacies, the food, espresso rum and ale. The warm, hospitable and accomplish people such as the athletes, entrepreneurs, political leaders, music artists and teachers are the primary factors which boosts tourism development. These factors merged creatively could be utilized to within an innovative manner during a destination marketing process.

Destination Marketing is the process of connecting with potential people to influence their vacation spot preference, intention to travel and in the end their final destination and product selections. Destination marketing is a major part of the 'Implementation' process; it's the articulation and communication of the beliefs; perspective and competitive traits of the vacation spot. The actions implemented in the vacation spot marketing period should be uncertain should be underpinned by the results of the 'Destination Planning', process and the subsequent 'Destination Development' activities. (Vacation spot Marketing - Lasting Tourism)

Marketing strategies are designed as the vehicle to accomplish marketing objectives. . (Phillip Kotler, p. 690)

The Jamaica Holiday Panel is to ensure Brand Jamaica vacation spot is supervised and advertised effectively. Marketing tools or techniques should be put in place. Tools or Techniques that Jamaica Tourist Board could use are:

Radio and Television set Advertising

This technique is often used most business places. It generates awareness more rapidly in comparison with news papers on a regular basis. First you must focus on your audience, put into action imagination and unique style that will grab and draw in the audience attention. Despite the fact that it's cost effective, the ad must have the ability to convince people and they will relate to what is being advertised. By the end of the day, there should be some incentive and success deriving from this tool.


Creates awareness to a broad audience over a daily basis


Very Expensive

Not unique and has no style


Develop Tourism

Grab people's attention rapidly


People getting the wrong message

Message not clear and concise

Print Advertising

Digital Printing is a very effective and a common marketing tool. Sometimes individuals don't have time to view television because of the increasing changes in their lifestyle on a regular basis. Brochures, Bill Boards and other impressive ideas can be used. Although this could be expensive, installing Invoice Planks in a few countries and placing brochures at travel firms, international airports and other specified areas that will educate and inform folks will be an asset to aid in utilizing this marketing tool.



Bill Planks and brochures can be located all around the world


Very Expensive

Might not reach to the audience targeted


Create awareness and interest of the destination


Natural disasters such as hurricane can harm bill boards


Branding could very well be the most powerful marketing tool open to destination marketers confronted by product similarity where travel and leisure products appear equal or absence differentiations to consumer and competitions. Today many places can provide five-star resorts, hotels and attractions, claim a distinctive culture and traditions and describe themselves as having the friendliest people and the most customer-focused travel and leisure industry. Therefore, there's a critical dependence on destinations to make a unique identity and also to differentiate themselves from other challengers. (TO 490, Destination Marketing)



Jamaica's greatest durability is its name Brand Jamaica

Jamaica has a very diverse culture, warm hospitality, attractions


Persons such as our athletes and other superstars must represent and keep maintaining creativity and uniqueness of the brand.


Development of the Travel and leisure Sector




High Crime Rates

Social Media

Social Media has become very dominant inside our lives today. It is very user-friendly and it does send your messages in a single way or the other.

Travelers today who are incredibly skeptic and they also desire information and opinions as it pertains to booking a holiday. Most travelers utilize cultural press for travel plans, booking vacation online, quiz internet sites for eg. Facebook etc to acquire feedbacks and ideas. Social media marketing is cheap to travelers and the vacation spot. It is also a good business sense, where in fact the market leaders who are in charge of managing the marketing tools, could execute a website that will showcase and advertise the vacation spot, thus making it more simple and easy for guests who are enthusiastic about booking their holiday.



Excellent for customer's communication

Daily Updates



Websites arises and fades away

People writing bad comments


Large advertising

Making marketing better.


Not able to focus on the right audience

Fearing the unknown

Keeping up with the latest tendencies in social media

Special Events

Jamaica has an extremely rich cultural heritage which is covered by the love of sports, music, food and other types of entertainment.

Reggae music is dominant in Jamaica as well as most countries on the planet. Thanks to Bob Marley for adding us on the Map. Not to mention our Athletes who've displayed us on the local and international picture and carrying on to do great things.

Therefore, hosting sporting events will bring investors and tourist to your destination which will establish the infrastructural facet of the country.

Entertainment Events such as Air Jamaica Jazz and Blues, Reggae Sumfest, just to name a few, have accounted for most of the receipts of visitors to our shores.

Putting on more shows like these will definitely continue to promote Jamaica worldwide.



Develop Tourism

Increase Income for the country

Infrastructural Development


Crowded Situations

Insufficient Airlifts


Sports Tourism

Development of growing markets


Natural Disaster

Crime and Violence

Tourism Marketing Plan

Marketing is a communal and managerial process where individuals and groups obtain what they want and want through creating and exchanging products and value with others. Marketing is more offering than advertising. The aim is identify customer's needs and to meet those needs so well that the product almost "sells itself". (www. tourismcenter. msu. edu/publications)

A Tourism Marketing Plan is in charge of the advice of the marketing decisions made. These include assigning responsibilities, choosing market segments and generating funds to market the vacation spot. It facilitates in appealing potential visitors to the vacation spot.

In order to get success there are specific information that must definitely be discussed about the destination.

Therefore should be specific information about the people who happen to be your destination and what they really want during stay.

It also established the standard and offers opportinity for all marketing activities for any destination which includes general market trends, brand development and management, advertising and promoting, sales, circulation and cooperative marketing opportunities.

Three processes involved in such an idea are;


The first stage in developing a market plan is analyzing the market. It's important that you realize the marketplace. The resources needed, rivals involved and the framework of the business environment.

The analysis places the building blocks for producing ways or ways of detect threats, problems, barriers, opportunities and competitions.


This step which is the next stage aids in your choice making and options in market segmentation, focusing on the sectors and audience and planning the positioning of your product.

Below is a list of steps to consider in creating a marketing strategy.

Build Critical Mass

Increase consumer demand

Leverage the resource chain

Motivate businesses to become certified

Incorporate health, protection, and quality standards into 'renewable certification programs

Understand international trade contracts to avoid conflicts

Promote a global accreditation body (Practical Steps for Marketing Travel and leisure)

Marketing Mix

The last level is determining the typical set of activities of the marketing plan. This includes deciding the Marketing Combination or the or the 4Ps: Product, Pricing, Promotion and Placement. (Practical Steps for Marketing Tourism)

Product: This calls for the management and marketing of the product.

Price: Setting a cost and marketing the price for the merchandise and services is important.

Promotion: This consists of advertising, sales promotion, publicizing the vacation spot and ensuring the term is propagate across effectively and successfully.

Placement: Placement is the channels or means where the destination is advertised.

External Players helping Jamaica Traveler Board

The Jamaica Vacationer Board (JTB) is an agency of the Minister of Travel and leisure. As a result it is affiliated with lots of other companies under the Ministry, including the Visitor Product Development Company (TPDCO) and the Travel and leisure Enhancement Account (TEF). The JTB also work carefully with other organizations like the Jamaica Hotel and Traveler Connection (JHTA) and Jamaica Trade Invest (JTI) in the marketing of the Vacation spot Jamaica. (www. jtbonline. org)

In order for a ecological tourism in Jamaica, there are external organizations that could assist the Jamaica Tourist Board using their responsibilities.

Ministry of Travel and leisure (MOT)

The main responsibility for the Ministry of Tourism is to build up policies to help to the needs within the Profile areas. Surplus emphasis is located on getting the all the stakeholders engaged, like the private sector.

As it relates to Travel and leisure the Ministry aspires to:

Develop insurance policies and pilot legislation which helps ecological development of the travel and leisure product and investment in the industry as a whole.

Develop procedures and pilot legislation which would ensure the maximization of the social and economic advantages of travel and leisure for the Jamaica People. (www. jtbonline. org)

Tourism Product Development (TPDCO)

The Tourism Product Development Company Limited is responsible for developing and increasing the Jamaica's Tourism Product.

Its main responsibilities are:

Returning the national budget to a surplus position

Implementing ground breaking ideas and strategies in order to enhance the resort areas

Seek to identify areas with potential that could be developed and enhance Jamaica's Travel and leisure Product, develop strategies to and market the destination by reducing the amount of competition, thus making the vacation spot more marketable.

Ensuring co-operation from all parties involved to safeguard the culture, architectural sites, wider environment and economic contributions.

Tourism Enhancement Account (TEF)

The "Tourism Enlargement Fund Function, 2004" was handed down by Parliament in Dec 2004. This work provides the legal basis for the Ministry of Tourism to determine a device for the assortment of a small charge from incoming flight and cruise individuals.

Specifically, the Take action permits:

A Tourism Augmentation Fee of US$10. 00 to be billed to incoming flight travellers and US$2. 00 to be recharged to Cruise Travellers.

The monies gathered are paid into a dedicated Tourism Enhancement Account.

The Finance was established on May 1, 2005 for the sole purpose of putting into action the advice emanating from the Grasp Plan for Sustainable Travel and leisure Development, 2002. (www. jtbonline. org)

The financial significances the Tourism Enhancement Finance provides are:

Assists to advertise progress and development

Enhancing the visitor's experience

Makes provision for a ecological development

Encouraging an improved environmental management

The Account is managed by the Panel of thirteen Directors who are experienced in issues relating to Toutism and Money. (www. jtbonline. org)

Jamaica Trade Invest (JTI)

Jamaica Trade Invest leads the economic and financial development of Jamaica. Their job is to execute programmes and policies that will assist them in the introduction of plans.

In order to do this mandate JTI provides an array of services, which include conducting research on countrywide development issues and the provision of tech support team to the cupboard. JTI also undertakes consultancy activities for government entities; manage exterior cooperation contracts and interfaces with money agencies, while retaining national socio-economic library. (www. jtbonline. org)

Jamaica Hotel and Holiday Association(JHTA)

Established in 1961, the Jamaica Hotel & Traveler Connection is the Organisation, which represents hotels, other visitor accommodations as well as the most suppliers of goods and services to the Tourism Industry.

The main aim is to market the introduction of Jamaica's hospitality industry also to represent the hobbies of its users in every flora, locally, regionally and internationally. (www. jtbonline. org)


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