2009-2012

MARKETING PLAN: YOUYANG, CHONGQING PROVINCE

Belle Tourism International Consulting May 2009 www.belletourism.com

The Youyang Marketing Plan was completed by Belle Tourism International Consulting, in cooperation with Davost Intelligence Group, Beijing. The project consisted of a Marketing Plan, a key component of a comprehensive Tourism Master Plan to assist Youyang County, Chongqing, in attracting both domestic and foreign tourist markets.

The Youyang area is a new destination with unspoiled natural and human resources. Youyang is home to two minority populations, one of which is the Tujia Minority. The region has been given the name of the Home of Tujia Culture.

The Marketing Plan included priority market identification, unique selling point (USP) development, integrated communication tactics, and careful planning of products and programs to support the sustainable development of Youyangs tourism industry while attracting diverse markets.

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Transform Youyang and region into a first-class destination with a worldfamous tourism image through the creation of attractive programs and targeted communication schemes, and featuring complete supporting infrastructure, progressive regulations and high quality service.

Positioning, Image, and Branding (PIB) Put into practice and effectively communicate innovative and clear positioning, image and brand.

Target Marketing Guarantee rational identification of and approach to targets, increasing the number of visitors especially those from priority markets.

Relationship and Database Marketing Prepare systematic and relational databases covering travel trade intermediaries, visitors, media representatives, and image library.

Product Development Improve visitor experiences through the adaptation and creation of proper hardware and software that act as tourism activity supports.

Integrated Marketing Communications (IMC) Structure a communications plan utilizing a multichannel IMC approach.

Distribution Channels and Internet Marketing Design and implement effective communications to selected markets.

Programming Re-structure existing and develop new market-driven programs.

Packaging Develop packages and supporting programs in line with the needs and expectations of priority markets.

Partnerships and Cooperative Marketing Identify and facilitate strategic cooperative activities among industry, stakeholders and other internal and surrounding regions.

Quality Standards Develop a quality certification program as a reference point of quality guarantee.

Human Resources and Training Qualify human resources with international and customer-oriented standards.

Marketing Research Create and implement an annual systematic research process for market analysis and evaluation.

Marketing Control and Evaluation Plan a practical and recurring evaluation and feedback system.

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The major priority domestic and international markets were identified. Purpose of trip, tourism desires and motivations and tourist origin research were carried out. A staged process to attract the following priority markets must be followed:

1st
Priority Domestic, expatriates, compatriots, and East Asia

2nd
Priority Oceania, North America, and United Kingdom

3rd
Priority Other European nations

Domestic Priority Markets (1st)

Hubei Sichuan Chongqing Hunan Guizhou

International Priority Markets International Priority Markets (1st)Southeast Asia, Japan, South Korea, Oceania, North America and UK (2nd): Other European Long-haul Domestic Priority Markets (2nd)

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The model used for the identification of USPs was market-driven, based on prior research. Purpose of trip refers to the major reasons for which people become interested in visiting Youyang: nature-based tourism and ecotourism; adventure travel; and cultural tourism.

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Beautiful Natural Special

Aboriginal

Youyang

Original

Exotic Cultural

Historic

Many aspects of Youyang need to be considered in image creation. Since the destination is unknown to most international markets, the flexibility of image creation is large but also presents a large awareness obstacle. Youyang is in China
Covering the geographic location of the region, guaranteeing that international markets associate it with China and all it represents.

Youyang is a place to experience nature

Evidencing the ecological structure of Youyang.

Youyang is homonymous to old sun

Using this as a support to the presentation of minority groups, nature and time.

Tujia customs are available in their purest form in Youyang

Adding value to the minority population and evidencing its uniqueness in Youyang.

Timeless treasures: The USPs (minority-related culture; tangible aspects of culture such as dress, food, music, home items, and ornaments; and natural landscapes, green and unspoiled nature).

Tangible product lines Xilan Kapu scarf Tujia minority incense Minority ornaments Minority statues/totems Minority religious icons Local weavings Local instruments Intangible product lines Baishou dance (Hand-waving dance) Fishing in local rivers Riverfront lifestyle Historical lessons in age old villages Close touch with wild plants and animals Boat excursions far from big city life Adrenalin-filled adventures

Endless pleasures: The available experiences (suggests that the treasures of nature and minority groups offer more than the eye can see, not just tangible, furthermore it entices interest).

Precious Youyang: The main positioning statement (the sum of all elements that can be used along with or independently from the two previous phrases, as the destination slogan).

Minority populations and culture: through features that are imperfect, resembling handmade drawings with typical color schemes.

Grey, red, and yellow: linking rough nature and rocky terrain through the greyish black; China, power, and history through red; and through yellow (gold) the sun and grandeur. : ancient Chinese characters meaning You Yang (old sun). The use of Chinese calligraphy introduces the general geography of Youyang, China.

Background sun: Yang (sun) relates to the endless sunrises and sunsets of Youyang. Maintaining the timeless aspect of the positioning.

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Product development was categorized into two parallel parts, each with a different focus yet having shared impact on increased tourist numbers:
External Product Development: Awareness of Youyang

Internal Product Development: Quality of Tourism

The first part, External Product Development, focuses on implementing an innovative merchandising strategy to increase the awareness and interest of potential visitors. This strategy will be developed within strategic markets.
Youyang tangible products, such as dress, accessories, and instruments can be taken directly into and sold in priority markets. Intangible products shall also be taken into priority markets, music and dance mainly. Feel the softness and quality of Youyangs Xilan Kapu scarf. Smell the aroma of the Tujia minoritys incense. Hear the sweet sounds of the Tujia minoritys music. See the spirit of the Tujia Minority in the Baishou dance. Taste delicious dry-roasted fish from Youyangs rivers.

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The second part was an Internal Product Development, within Youyang. It focused on the enhancement of existing products and increasing quality. It was in this section that improvements to Youyangs existing tourism products were suggested, along with new ideas to be added to their offer.
The development of programs and packages are the main component of this strategy. Tourism activities will be created and new attractions constructed focusing on increasing visitor numbers, average length of stay, and tourist expenditure. The positioning, Endless pleasures, is supported by this strategy.

Product Enhancements

Product Developments

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Belle Tourism International is a firm believer in the importance programs have in the success of tourist destinations. It is with programming that tourists are indirectly required to stay longer, enjoy more, and consequentially, contribute more to the local economy. Periodic and annual festivals were identified and elaborated upon in the plan; along with frequent activities and programs that can be organized year-round, adding to the destinations regular offer.

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Youyang is a hard-to-reach destination; therefore the suggested packaging strategy was innovative and inventive. The overall concept searched to facilitate tourists arrivals, providing hassle-free access and information availability.

Price is not only a dominant factor in the determination of profitability, but also directly affects marketing. Tourist destinations should consider the relationship between price and profitability as well as its impact on other marketing mix elements. Appropriate pricing strategies for Youyang were suggested that considered the levels of visitor expenditures, tourists demands and typology, and existing and future product offers.

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An effective Promotion and Communications Plan was developed, with emphasis on the selection and use of efficient and cost-effective channels. Integrated marketing communication (IMC) schemes were applied here. Considering that Youyangs awareness in domestic and foreign markets is at varying levels, different strategies were employed. For international markets, a simplified awareness-building strategy was created; while for domestic markets a variety of communication forms were suggested.

A strong push strategy is needed; one that focuses on travel distribution channels in the specific targeted countries of origin and strategic intermediaries. Multi-channel distribution models are more effective and lower-cost, thus are the right option for Youyang.

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The establishment of strategic partnerships with other governmental agencies, DMOs, businesses, and local communities can give Youyang greater competitive strength. Partnerships also double as awareness-building strategies; an added benefit. The benefits of partnerships are:

Increase sharedbenefits

Improve transportation and access

Upgrade facilities

Increase market share

Integrate Youyang with surrounding areas

Pool marketing budget resources for greater impact and effectiveness

Access new international markets

Provide better services for visitors

Human resources (people) are essential for the implementation of this marketing plan. The successful execution of the marketing plan depends on the resources used especially human resources. Training and community involvement programs were suggested on four levels:
Management staff of tourism businesses Tourism service providers

Local population

Local minorities

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Business specialties and core competencies BTI specializes in providing advisory services to tourism and hospitality organizations. The companys core competency advisory services are in three areas: Marketing and market research; Planning and product development; And training, professional development and education. Mission Belle Tourism International (BTI) is an international tourism and hospitality advisory services company that provides sound advice, research and practical solutions related to tourism and hospitality for governments, private-sector companies, and not-for-profit organizations located within Greater China and those interested in the Chinese and Pan-Pacific markets. Vision To be the premier international tourism and hospitality advisory services company in Greater China and neighboring countries in the Pan-Pacific region.

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Belle Tourism International Consulting 18 Shunyi Road, Suites 601-602, Shanghai 200063, PR China 16 Telephone (in China): 021-52360996 - - Fax: 021-52360991 Website: www.belletourism.com