Question

Please answer in 350-500 words.

Why does it make sense for many destinations to market to segments that may already be interested in what the destination has to offer, rather than the public at large? Why are destinations increasingly marketing the experience rather than the product?

Answer 1

Answer:

It does make sense for many destinations to market to segments that may already be interested in what the destination has to offer, rather than the public at large because of the following reasons

• Easy connect with consumers: This results in easy connection with the consumers, because the destinations can make connection with segmented consumers easily and the business gets the target benefits.
• Matches with the interest of consumers: The target segmented consumers are interested towards the offerings of the destinations, hence the destination marketing in the segments matches with the interest of the consumers and increase the sale and revenue for the business.
• Influences consumer towards the offerings: the destination segmented marketing helps in easy influencing the consumers in the segmented region and results in positive impact in their buying decision. Thus results in better sale and revenue for the business.
• Large public marketing approach will not have significant impact on the large public consumers, as they already have the preferences and most of the people will not get influenced with the marketing approach. Hence the marketing time, money and energy will be of no major benefit and the business will not be able to generate the target sale. Thus the marketing approach at large public will not have significant impact in the business sales.

Destinations increasingly marketing the experience rather than the product because of the following key reasons as

• Experience attracts the consumers: The experience marketing helps in better attraction of consumers and it helps in attracting the consumer towards the product offerings. Thus using the experience to attract the consumers towards the products offerings. Experiences have deeper impact on the consumer thoughts and believe rather than product marketing.
• Experience makes the positive impact on the people rather than products: Experience makes the significant positive impacts on the target population. The target population gets influenced with the experience marketing approach. Thus experience marketing results in better influence on the consumers in the target population. Hence experience marketing is being explored for better sale generation. Consumer easily remembers the experiences rather than products, hence product marketing is superseded by the experience marketing approach, because it easily remembered by the consumer and have positive impact in their buying decision for the products.