Atascadero_Tourism Marketing Plan

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1、AtascaderoTourismMarketingPlanAtascaderoTourismMarketingPlanTableofContentsSection1:ProjectOverview4Section2:CaliforniaTrendAnalysis10Section3:EconomicImpactofTourism20Section4:AtascaderoMarketAnalysis22Section5:TourismProductAnalysis25Section6:SWOTAnalysis27Section7:PromotionalEfforts

2、30Section8:VisitorDemographics33Section9:TourismVision&Goals35Section10:MarketingStrategy36Section11:MarketingStrategyExecution40Section12:MarketingPlanTactics44Section13:BudgetRecommendations55Appendix562AtascaderoTourismMarketingPlanExecutiveSummary•Inordertostimulatetourismrelatedec

3、onomicdevelopmentinAtascadero,theCityofAtascaderoinconjunctionwiththecounty-widetourismanalysisdevelopedbytheEconomicVitalityCorporationofSanLuisObispoCountyhassupportedthedevelopmentofacomprehensivemarketingplantoguidefuturetourismpromotionsefforts.•WithinAtascadero,thereareapproximat

4、ely402roomsavailable,representing3.7%ofthetotalroomsavailablewithinSanLuisObispoCounty.•InFY2007/08,TransientOccupancyTaxcollections(T.O.T.)inAtascaderowere$407,609.Approximately10%ofT.O.T.isallocatedtowardstourismpromotion.•AtascaderoTourismVision:Todevelopandimplementtourismprogramst

5、hatdifferentiateAtascaderobypromotingtheauthenticityofthedestinationanditsattractions,history,andlocalculture;andtakeintoconsiderationtheinterestsandneedsofcurrentandpotentialvisitors,localtourismrelatedbusinessesandlocalgovernments,withrespectfortheenvironmentandthevaluesofthecommunit

6、y.•Primarygeographictargetmarketsaredefinedwithina3to5hourdrivingtimeradiusandincludeSouthernCalifornia,SanJoaquinValleyandNorthernCalifornia.•Inordertoestablishaneffectivelong-termcompetitiveadvantageandtoguideitsoverallmarketingprogram,theCityofAtascaderomustsuccessfullyDifferentiate

7、Atascaderofromthecompetition,andmaximizetheuseoftechnologyinordertoefficientlyreachtargetmarketsegments.•Inordertointegratethecoremarketingstrategyintoeverytourismpromotioneffort,anactionplanofspecificmarketingtacticshasbeendevelopedincludingthefollowingshort-termpriorities:oBrandBui