dominica tourism marketing plan

Dominica Tourism Destination Marketing Plan Kristy Morris

Dominica Tourism Destination Marketing Plan

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Dominica Tourism Destination Marketing Plan

By:

Kristy Morris

Submitted to

Lecturer Jennifer Barrow

TOUR 6050 Strategic Marketing for Tourism and Hospitality

Department of Management Studies

Faculty of Social Sciences

Cave Hill, University of the West Indies

November 3, 2014

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Executive Summary

The main purpose of this tourism destination marketing plan for the Caribbean island of Dominica is to provide strategic direction for tourism marketers to improve Dominica’s overall tourism product and marketing efforts. First, the overall goals are outlined which serve the purpose of enhancing the tourism product of Dominica from a marketing perspective. They involve introducing strategies to promote Dominica as an appealing destination and as a result, will increase Dominica’s share of global visitors. Secondly, the tourism product is observed using the Six (6) A’s framework (Buhalis, 2000). It was discovered that tourism development has been slow in Dominica compared to neighboring islands. It is also suggested that Dominica develop a new positioning strategy featuring brand personality and emotional benefits. Throughout the situational analysis, the top three (3) source markets for Dominica were discovered. They include the French West Indies, the US and the Commonwealth Caribbean. Additionally, Dominica’s product offering attracts nature and adventure tourists.

It was also observed that experience tourism is currently one of the fastest growing segments of the industry. A competition analysis was conducted to observe the main competitor destinations of Dominica, which include Guadeloupe, Martinique and St. Lucia. Based on the research findings, a marketing plan was then created. The marketing plan objectives include; to diversify the tourism product to achieve greater tourist arrivals during slower tourism months, to generate nature tourists from other source markets and to reposition Dominica as a nature destination with more emphasis on cultural experiences. The strategies to achieve the objectives include the following:

Product Strategy 1: Use nature as the focal point to offer diversified experiences for visitors.

Product Strategy 2: Appeal to a global market using enhanced cultural activities and events.

Price Strategy 1: Conduct market research to determine how much travelers are willing to spend on an eco-tourist destination.

Price Strategy 2: Constantly monitor prices in competitor destinations. Distribution Strategy: Encourage more personal engagement through channels

using a selective distribution strategy. Advertising Strategy: Use new brand positioning to feature Dominica as a “must

visit” all natural experience destination. Sales Promotion Strategy: Stimulate consumers to make bookings with direct

referrals from social media. Public Relations Strategy: Maximise positive media coverage of Dominica. Personal Selling Strategy: Develop relationships with international niche segment

groups to encourage travel to Dominica.

Lastly, it was observed that Dominica can focus on being an eco-tourist destination showcasing a natural way of living life and offering great experiences at the same time to visitors.

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Table of Contents

Introduction 1Goals 1

Situational Analysis 1-4 Tourism Product 1Market Positioning 2SWOT Analysis 2

Market Analysis 4-6Geographic Regions 4Market Segments 4 Market Trends 5

Competition Analysis 6 Marketing Planning 6-12

Objectives 7 Target Market 7 Marketing Mix 8

Product 8 Price 9 Place (Distribution) 9Promotion 10

Implementation & Control 12 Conclusion 13 Reference List 13-15Appendices 16-28

Appendix A: Dominica’s Tourism Product 6 A’s Framework 16Appendix B: Introduction to Marketing Activity Tables 17Appendix C: Product Strategy 1 Action Plans 18Appendix D: Product Strategy 2 Action Plans 19Appendix E: Price Strategy 1 Action Plans 20Appendix F: Price Strategy 2 Action Plans 21Appendix G: Advertising Strategy Action Plans 22Appendix H: Sales Promotion Strategy Action Plans 23Appendix I: Public Relations Strategy Action Plans 24Appendix J: Personal Selling Strategy Action Plans 25Appendix K: Distribution Strategy Action Plans 26Appendix L: Cont’d Distribution Strategy Action Plans 27 Appendix M: Dominica Year 1 Estimated Marketing Budget 28

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Introduction

The tourism industry is considered to be one of the most important pillars to the

economy of Dominica (Dominica Ministry of Tourism, 2013). It is imperative for tourism

officials to not only use marketing as a tool to attract visitors to Dominica, but also use it as a

method to enhance destination sustainability (Buhalis, 2000). The purpose of this destination-

marketing plan is to provide the framework and strategic direction for tourism stakeholders to

improve Dominica’s overall tourism product and marketing efforts.

Goals

The main goals of this plan include:

1. Discover opportunities to enhance the tourism product of Dominica through

sustainable practices.

2. Provide integrated marketing strategies to promote Dominica as an appealing

competitive destination.

3. To increase Dominica’s share of global visitors, primarily focusing on niche market

segments.

Situational Analysis

Tourism Product

According to Briggs (2001), the first step in developing a marketing plan is to

conduct an analysis of the current product being offered. Buhalis (2000) claims that

destinations are mixtures of tourism products providing an integrated experience to

consumers. Dominica’s tourism product is comprised of environment based natural

attractions, facilities, amenities, services and supporting economic infrastructure. To

evaluate Dominica’s tourism product further, the Six (6) A’s Framework by Buhalis

(2000) is located in Appendix A.

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Due to Dominica’s landmass being mostly volcanic and with the lack of

traditional white sand beaches, tourism development has been slow in comparison to

neighboring islands. However, there was a small growth in cruise tourism due to the

development of modern docking and waterfront facilities (Dominica Ministry of

Tourism, 2013).

Market Positioning

The Discover Dominica Authority (2013), has branded the country as “The

Nature Island” placing emphasis on its natural characteristics. This approach seems to

be somewhat effective for a small island developing state (SIDS) like Dominica, as it

tends to attract the alternative allocentric eco-tourist (Nathan Associates Inc., 2010).

Although Dominica has unique natural tourism assets, it has not always been

positioned in a way to reap larger numbers in this segment. According to Kozak and

Baloglu (2011), positioning strategies do not have to be limited to functional attributes

of a destination consisting of attractions, facilities, services and friendly people.

Dominica can also position itself based on emotional benefits and brand

personality (Bhat and Reddy, 1998). A new positioning strategy for Dominica could

appeal to those markets seeking self-discovery, potentially shifting the positioning

from “The Nature Island” to “Discover Your Natural Self or “Experience The Natural

Way of Life.”

SWOT Analysis

After observing the existing literature, a SWOT analysis was conducted to determine

the internal and external factors influencing the marketing of Dominica’s tourism product.

Strengths

A rugged terrain well suited for adventure, eco and nature activities;

Strong and unique cultural heritage due to the mixture of English, French,

African and Carib peoples (Discover Dominica Authority, 2013);

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Various accommodation types ranging from luxury resorts, hotels, and intimate

villas, cottages and apartments (Discover Dominica Authority, 2013);

Diverse combination of entertainment consisting of local festivities and

celebrated international performances (Discover Dominica Authority, 2013);

Existing brand awareness, internationally and nationally known as “The Nature

Island”;

Active and engaging social media platforms;

Weaknesses

Absence of structured, consistent marketing research and data collection for effective decision-making (Nathan Associates Inc.);

Existing widespread confusion among mainstream market segments between Dominica and the Dominican Republic (Robert Cleverdon Associates, 2002);

Lack of direct air access for international travelers;

Difficulties associated with intra-regional transportation in particular to air

travel

Inconsistent signage in road systems, also very limited signage for tourist

attractions (Dominica Ministry of Tourism, 2013);

Opportunities

Collaborating more with all stakeholders to promote a wholesome and vibrant

tourism product;

Developing packaging and promoting health and wellness tourism embracing

natural elements of Dominica;

Establish further promoting of cruise tourism;

Enhancing cultural tourism by promoting festivals, village feasts and local

cuisine on a wider scale;

Threats

Limited air access along with high airfares to Dominica;

Traditional source markets now becoming direct competition;

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The spread of contagious diseases that restrict global travel;

Potential natural disasters;

Market Analysis

Geographic Regions

Tourism arrivals only amounted to 78, 277 visitors in 2013 resulting in US$82

million in tourism receipts (UWTO, 2014). The top three (3) source markets for

Dominica include travelers from the French West Indies, the US, and Commonwealth

Caribbean (Dominica Ministry of Tourism, 2013). Figure 1 displays a table with each

geographic region and their total number of visitors.

Figure 1: Geographic segmentation of top three source markets

Region Stay Over Arrivals

French West Indies 22,373

US 18,049

Commonwealth Caribbean 11,918

Source: Dominica Ministry of Tourism 2013 Statistics

Market Segments

Based on Dominica’s product offering it tends to attract two main types of

travelers, which include nature and adventure tourists (Dominica Ministry of Tourism,

2013). The WTO (2014) describes nature or eco-tourists as travelers classified as “dinks”

(double income, no kids), “empty nesters” (mid aged couples whose children have left

home); and “seniors”. Eco-tourists are usually more prosperous, well educated, mature and

environmentally conscious. They are also typically experienced overseas travelers with a

goal of seeing, experiencing and appreciating the natural environment. They tend to be

older than 30 and are equally split between males and females (Robert Cleverdon

Associates, 2002).

On the other hand, adventure tourists are classified by the WTO (2014) as “young”,

“dinks” and “empty nesters”. Typical adventure tourists are well educated, well travelled,

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aged 40 or younger, and are at the peak of their careers with a high disposable income.

They are also split between males and females. (Robert Cleverdon Associates, 2002).

Market Trends

According to the UNWTO’s (2014) long term forecast, international tourist arrivals

are projected to increase by 3.3% annually through to 2030. This forecast creates some

opportunities for Dominica. Market trends involve a growing component of the market

desiring “experiential” tourism (Dominica Ministry of Tourism, 2013). The UNWTO (2014)

identifies this as one of the fastest growing segments of the industry. Based on these positive

forecasts, Dominica has an opportunity to grow its tourism sector. Its niche tourism product of

nature, heritage, cultural and soft adventure resources is effectively placed to meet the

demands from tourists searching for experiential tourism products in those areas. Moreover,

Dominica can market itself as one of the few culturally authentic destinations in the Caribbean

(Dominica Ministry of Tourism, 2013).

From a technological perspective, the interest in experiential tourism has been

enhanced with new technology available to customers and tourism industry organisations

(Dominica Ministry of Tourism, 2013). Differentiated products and services can be offered

online to specific market segments. Destinations can target specific groups and match them

with their resources through web-based portals and offer assistance to trip planning and

fulfillment. This trend is evident in the creation of online promotional techniques and the

capability for customers to make and personalize bookings through various travel websites.

Consumers nowadays are more empowered and play an active role in the creation of their

travel experiences (Prahalad and Ramaswamy, 2004). Therefore, it is important for

destination marketers to predict consumer needs to foster enhanced experiences and provide

more value for their customers (Neuhofer, Buhalis, Ladkin, 2014).

Competition Analysis

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According to Kotler et al. (2010), it is necessary for marketers to not only adapt to the

needs of customers, but also adapt to the strategies of other companies catering to similar

markets. According to the Dominica Ministry of Tourism (2013), three (3) current

competitors for Dominica are Guadeloupe, St. Lucia and Martinique. These are all considered

to be nature-based eco-tourist destinations within the region and they all feature emphasis on

Creole culture, similar to Dominica.

Guadeloupe recently introduced marketing strategies to tap into the US market by

opening a tourism destination office in New York and offering direct flights from the US to

Guadeloupe (Brittel, 2013). On the other hand St. Lucia is placing effort into expanding its

UK market by creating more business relationships with UK tour operators (St. Lucia

Tourism Board, 2014).

As Martinique experiences challenges with air connectivity from the US to

Martinique, attempts to tap into the US market are being made by expanding their cruise ship

ports to attract Miami based cruise lines (Myers, 2013). Dominica contains a wide variety of

unique natural assets that appeal to an increasing number of visitors. These unique natural

features are in short supply in competitor countries, which gives Dominica a competitive

advantage in exploiting this market (Robert Cleverdon Associates, 2002).

Apart from promoting its natural elements, Dominica can also consider diversifying its

product offerings to appeal to new markets (Nathan Associates Inc., 2010).

Marketing Planning

Objectives

According to Briggs (2001), marketing objectives for destination marketing

managers should be related to positioning or new product development. Other

literature by Kotler et al., (2010) states that marketing objectives should be

quantitative, time specific and profit margin specific. The following marketing

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objectives can be used to guide marketing managers in Dominica in enhancing

marketing coordination for the short term.

To diversify the tourism product of Dominica to achieve greater tourist arrivals

during slower tourism months (Discover Dominica Authority, 2013).

To generate more nature tourists from other source markets (Nathan Associates

Inc., 2010).

To re-position Dominica as a nature destination with emphasis on its wide

range of diverse cultural experiences (Dominica Ministry of Tourism, 2013).

Target Market

Cooper et al., (2005) suggest that the target market is a reference point for

making marketing decisions in terms of how the marketing mix should be planned.

Origanisations can create target markets using two approaches. The first approach uses

undifferentiated marketing that targets the whole market with some marketing mix.

The second involves concentrated marketing, which targets one segment with one

marketing mix (Wood, 2004). According to Nathan Associates Inc. (2010), Dominica

has the capability to expand to new markets using a concentrated marketing approach.

Apart from improving air access issues for travelers in existing markets,

Dominica can make attempts to target other markets that are a source of nature

tourists, such as France, Italy and the Netherlands (Nathan Associates Inc., 2010).

Additionally, more efforts can also be made to target students and educational groups

who would appeal to learning in a natural setting (Nathan Associates Inc., 2010).

Market research can be conducted based on these groups to determine which

geographic areas contain travelers who would appeal to Dominica.

Following that, a market and feasibility study can be undertaken for these two

target groups to determine the forecasted return on investment and growth potential

based on traveler origin and airlift access factors. The market study will help

destination marketers in Dominica observe how nature tourists make their purchasing

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decisions and the feasibility study will signify which groups are most profitable in

targeting (Nathan Associates Inc., 2010).

Marketing Mix

Kotler (2000) describes the marketing mix as the set of marketing tools

organisations use to pursue its marketing objectives in the target market. The

marketing mix refers to the decisions made in relation to the 4 P’s that consist of the

Product, Price, Promotion and Place. The following sections propose strategies for

each supported with action plans located in Appendix B-L.

Product

The product includes everything from intangible services or tangible products

that consumers obtain to satisfy their wants and needs (Cooper et al., 2005). The

overall tourism product of Dominica can be enhanced using the following strategies.

Product Strategy 1: Use nature as the focal point to offer diversified experiences for visitors.

The primary tourism attractions are mainly nature-based, however other products can be

developed out of them (Dominica Ministry of Tourism, 2013). Additionally, according to

Robert Cleverdon Associates, (2002), consumer demand for tourism based around natural

features of a destination will continue to grow faster than mainstream holiday demand. Please

see Appendix C for action plans to support this strategy.

Product Strategy 2: Appeal to a global market using enhanced cultural activities and events.

Keefe (2003) suggests that there is a new interest among travelers to engage in cultural

experiences during their trips. Existing literature by Hinds (2014) and Marketo Inc. (2012)

both state that special cultural events can help build destination brand awareness and

positively engage visitors on a deeper level. Please see Appendix D for action plans to support

this strategy.

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Price

After the tourism product is enhanced, the price indicates how much

consumers will pay to utilize tourism products and services in Dominica (Ehmke,

Fulton and Lusk, 2005). Using the following strategies can help tourism marketers

determine the right price to set the tourism product.

Price Strategy 1: Conduct market research to determine how much travelers are willing to spend on an eco-tourist destination.

Crouch (1991) states that it is evident that international travelers are sensitive to price.

However, Nathan Associates Inc. (2010) mentions that there is no accurate information

pertaining to how price sensitive eco-tourists are to trips specifically to Dominica. Due to the

ongoing changes in the market, conducting market research in this area is necessary on a

continuous scale. (Pirnar, Bulut & Eris, 2012) Please see Appendix E for action plans to

support this strategy.

Price Strategy 2: Constantly monitor prices in competitor destinations.

Existing literature states that in tourism destinations, the price entails the travel costs to and

from, as well as the costs incurred within a destination (Dwyer, Forsyth and Rao, 2001).

According to Forsyth and Dwyer (2009), it is important to pay attention to prices in other eco-

tourism destinations as the impact of competing destinations has a positive influence on the

demand for international tourism. For example a rise in price to one destination can increase

visitor numbers in substitute destinations (Forsyth and Dwyer, 2009). Please see Appendix F

for action plans to support this strategy.

Place (Distribution)

The place involves the distribution process of the product. Kotler et al., (2010)

describes a distribution channel as a set of independent companies involved in the

process of making the product or service available to the customer.

Distribution Strategy: Encourage more personal engagement through channels

using a selective distribution strategy.

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The purpose of this strategy is to develop stronger connections for both direct and indirect

distribution channels for Dominica to create better value for consumers (Nathan Associates

Inc., 2010). Please see Appendix G for action plans to support this strategy.

Promotion

Morgan1996) describes promotional activities as any action created to

encourage or advance sales of the product or service. This is done by communicating a

message about the product to the target market. The message can be delivered to

consumers in person or through the media. The choice of media is often referred to as

the communications mix (Morgan, 1996). The following strategies can be used as a

guide in creating an effective promotional mix.

Advertising

According to Kotler et al., (2010), advertising is any paid form of non-personal

presentation and promotion of ideas, goods, or services by an identified

sponsor.

Advertising Strategy: Use new brand positioning to feature Dominica as a “must visit” all natural experience destination.

The focus of this strategy is to increase awareness and generate interest in

developing markets. According to Kozak and Baloglu (2011), the brand image

can be integrated using ongoing communication platforms such as:

- Social media

- Official destination website

- Event sponsorship

- Specialty publications and collateral material

- Trade show displays

- Print advertisements

Please see Appendix H for action plans to support this strategy.

Sales

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Kotler et al., (2010), describes sales promotions as a diverse collection of

incentive tools created to stimulate a faster and greater purchase of a product or service

by consumers.

Sales Promotion Strategy: Stimulate consumers to make bookings with direct

referrals from social media.

This strategy can help improve social media and engagement and build Dominica’s

brand awareness to social media users (Shankman, 2013). Please see Appendix I for

action plans to support this strategy

Publicity & Public Relations

Publicity involves communication in a news story about an organization

passed on through the media at no cost. Public Relations is creating good relations

with the public and appropriately handling unfavorable events or rumors (Kotler,

2000).

Public Relations Strategy: Maximise positive media coverage of Dominica.

This strategy will help Dominica be featured in the news to build more awareness. Media

outlets covering culture and environmental aspects can be targeted as they can provide

regular exposure. Increased media coverage can lead to an increased awareness of

Dominica as an enhanced nature based cultural destination (Duncanson et al., 2010).

Please see Appendix J for action plans to support this strategy.

Personal Selling

Personal selling is a presentation by an organisation’s sales team to make sales and

build customer relationships (Kotler, 2000).

Personal Selling Strategy: Develop relationships with international niche segment

groups to encourage travel to Dominica.

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This strategy can help market Dominica’s natural setting as an attraction for educational

and other travel groups who appeal to eco-tourist destinations. (Nathan Associates Inc.,

2010). Please see Appendix K and L for action plans to support this strategy.

Implementation and Control

As the last part of the marketing plan, constant monitoring of marketing expenditure is

needed to ensure that budgets are not exceeded. A budget outlining the total estimated costs is

located in Appendix M. The performance of the marketing mix should also be continuously

evaluated to ensure the plan is achieving its objectives (Davidson and Rogers, 2006). Briggs

(2001) also suggests that a market research program be developed to gather information

towards the end of the first year to evaluate and review marketing activities to enable

appropriate planning for the following year.

Conclusion

In essence, Dominica can focus on being an eco-tourist destination showcasing a

natural way of living life and offering great experiences for its visitors. According to Robert

Cleverdon Associates (2001), most travelers favor more natural destination experiences.

Dominica can promote its tourism product in a way that reflects a unique way of conducting

everyday life in an environmentally sustainable way. (Dominica Ministry of Tourism, 2013)

This concept can transcend in all local businesses and throughout communities so that the

entire country benefits. At the same time, tourists are able to see Dominica live up to the true

meaning of its creed.

(Word Count: 2,998)

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Appendices

Appendix A: Dominica’s Tourism Product Evaluation using the Six (6) A’s Framework

(Buhalis, 2000)

Attractions

Morne Trois Pitons National Park World Heritage Site, rivers, lakes, streams and waterfalls, only island in the Caribbean with 9 volcanic areas, tropical rainforests and black sand beaches (Discover Dominica Authority, 2013).

ActivitiesHiking, diving, whale watching, yachting, heritage and cultural events sporting events, fishing, bird watching and golf (Discover Dominica Authority, 2013).

AccessibilityTwo regional airports, cruise ship terminal, fairly accessible main road networks, more development needed in secondary and feeder roads (Dominica Ministry of Tourism, 2013.

AmenitiesSelective range of small and medium sized resorts, guest houses and inns (Discover Dominica Authority, 2013).

Available Packages

Wide range of cultural and nature based tours available (Discover Dominica Authority, 2013). Online bookings can be made via some online travel agents (OTA’s), unable to make bookings directly on official destination website; selective distribution strategy.

Ancillary Services

1 main general hospital, several health clinics, 2 telecommunication companies, 6 banks, also several money transfer agents (Dominica Yellow Pages, 2012).

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Appendix B: Marketing Activity Timetables

The following tables have been broken down into actions that correspond to each

strategy. It is also relevant to prioritize these actions in different categories based on

importance and when they should be completed with an assumption of being implemented in

November 2014. They consist of the following:

Priority A Complete by May 2015. (6 months project or less)

Priority B Complete by January 2016. (8 months project)

Priority C Complete by November 2016. (10 months project)

Priority D Ongoing project, no completion date.

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Appendix C: Product Strategy 1: Use nature as the focal point to offer diversified experiences for visitors.Action Plans Description Estimated Cost Measurement of

SuccessStakeholders

InvolvedPriority

Enhance nature based health and wellness tourism.

Create linkages with local hot spring operators,

herbalists and alternative medicine practitioners (Dominica Ministry of

Tourism, 2013).

Employee on the

job time.

Coordination between all stakeholders and

increased tourist numbers engaging in health and wellness

activities.

Discover Dominica Authority &

Dominica Ministry of as well as local

private stakeholders.

A

Strengthen educational tourism.

Design and promote nature based education and

research travel packages for visitors.

(Dominica Ministry of Tourism, 2013).

Employee on the job time.

Number of educational tourist

arrivals.

Discover Dominica Authority

B

Attend trade shows and conferences

Network and generate leads with event planners for nature based small-

scaled meetings and conferences (Dominica Ministry of Tourism,

2013).

$30,000

*Includes all travel estimates for 2 employees,

trade show registration fee

and booth rental.

Established business relationships with

event planners.

Discover Dominica

Authority

A

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Appendix D: Product Strategy 2: Appeal to a global market using enhanced cultural activities and events.

Action Plans Description Estimated CostMeasurement of

SuccessStakeholders

InvolvedPriority

Collaborate with Guadeloupe,

Martinique and St. Lucia tourism and

special events officials to host a Creole Culinary

Festival.

Chefs from around the region come together and feature

various creole inspired meals. This can be a twelve (12) day festival where travelers spend 3 (days) experiencing creole cuisine in each participating country. To increase visitor numbers doing the slower

months, this festival should take place during September,

which is the month that generates the least amount of tourist arrivals in all four (4) of the islands (CTO, 2014).

$500,000

* Includes estimated

$125,000 festival cost per country.

Increased tourist arrivals in September for all

countries.

Caribbean Chefs, tourism officials

and event planners from Guadeloupe,

Martinique, St. Lucia & Dominica.

C

Continue to create linkages with local

tourism stakeholders to offer packaged

cultural day tours to cruise ship

passengers. (Delphis Ltd., 2014).

Reach out to local tour guides and propose opportunities to collaborate with each other

offering various tour components to cruise tourists.


Increased sales among local tour operators.


A

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Appendix E: Price Strategy 1: Conduct proper market research to determine how much travelers are willing to spend on an eco-tourist destination.


SuccessStakeholders

InvolvedPriority

Gather a list of potential eco-

tourism consumers in various

geographic regions, then create and

distribute questionnaires to that specific list.

The questionnaire can be hosted online through an online survey

tool to determine price sensitivity of travelers and other trends in the eco-tourist market

segment.

$790 per year

* Based on actual SurveyMonkey.com

Platinum Pricing for organisations.

Survey indicating the price sensitivity of

eco-tourists.

Discover Dominica Authority; Dominica Ministry of Tourism

D

After conducting the research, create projected financial

statements.

Use the average price figures for a trip to Dominica proposed by survey participants to determine the amount of profit that can be generated from visitors in the future based on new spending

patterns and market trends.


Accurate sales projections of new nature based source

markets.

Discover Dominica Authority; Dominica Ministry of Tourism

D

Appendix F: Price Strategy 2: Constantly monitor prices in competitor destinations.

20



SuccessStakeholders Involved Priority

Make observations of prices competitors are offering to their

customers.

View prices of tourist activities on competitor

booking websites and from making general information

request calls.


(minimum cost)

Competitor prices observed to aid in

decision making of setting prices for

Dominica.


D

21


Appendix G: Distribution Strategy: Encourage more personal engagement through channels using a selective distribution

strategy.


SuccessStakeholders

InvolvedPriority

Create relationships with eco-tourist tour operators who have

well-established marketing channels

in eco-tourist market.

Set up meetings with eco-tourist travel operators such as

ResponsibleTravel.com.Also, attend tourism and

travel conventions to network with tour

operators and travel companies in this market segment.

$1,700

*Includes all travel expenses for 1 employee.

Established partnerships.

Discover Dominica Authority & Eco-

tourism tour operators.

B

Establish partnerships with

Guadeloupe, Martinique, St. Maarten and St. Lucia to create

collaboration with European travelers.

Create collaborative marketing campaigns

with Guadeloupe, Martinique, St. Maarten

and St. Lucia to promote appealing

travel packages where visitors fly directly to

any of those destinations and stop

over to Dominica for a few days during their

trip.

Joint marketing fee to be

determined with other

destinations.

Established engagement and collaboration.

Discover Dominica Authority &

tourism officials from respective

destinations.

C

22


Appendix H: Sales Promotion Strategy: Stimulate consumers to make bookings with direct referrals from social media.

Action Plans Description Estimated Cost

Measurement of Success

Stakeholders Involved

Priority

Feature sales promotions via

Dominica Facebook page, Twitter and Instagram. This

activity should go along with the continuation of

current social media campaigns.

Plan and schedule social media posts to be released at prime times (6pm-10pm) to generate the most

views. A sample posts can be; “Dreaming of a natural paradise?

Book with us before the weekend to received special discounts your trip!

Contact us for more details.#DiscoverDominica

#DiscoverYourNaturalSelf”

$60,000

* Estimate based on trip

discounts up to $60,000.

The amount of feedback generated from social

media users.


A

Continue to encourage the

creation of user generated on social

media sites.

Encourage visitors to post and share their vacation photos on social media by posting a status like;“Taking a hike up our famous

Waitukubuli National Trail? Tag us in your pictures, we’d love to see

your shots!#DiscoverDominica

#ExperienceTheNaturalWayOfLife”

No cost The amount of feedback generated from social

media users.


A

Appendix I: Public Relations Strategy: Maximize positive media coverage of Dominica.

23



SuccessStakeholders

InvolvedPriority

Ensure there is up to date information on

the Discover Dominica website.

Keep the information up to date on a regular basis

and also link all social media sites to official

destination site for users to view more

information about Dominica.

Any other third party sites featuring outdated

information about Dominica, should be contacted and request that the information be updated or removed.


Increased traffic to website.


A

Use collaborative marketing between the DDA and local stakeholders to cut marketing costs and

reach wider audiences (Fyall and

Garrod, 2005).

Provide support to local hotels, restaurants,

attractions and special events to enable more

maximized coverage of their products and

services.

Cost varied between

stakeholders.

Effective collaboration and support.

Discover Dominica

Authority & private

stakeholders.

B

24


Appendix J: Personal Selling Strategy: Develop relationships with international niche segment groups to encourage travel to

Dominica.


SuccessStakeholders

InvolvedPriority

Before contacting customers, create

personalized targeted messages for niche

segments.

Create messages that address their rational and emotional needs, and portray how the

unique characteristics of Dominica can be the right destination to satisfy their wants

and needs.


Compilation of sales script template.


A

Use sales script to contact niche

segments and arrange for a sales meeting.

Reach out to groups such as international

school boards to build relationships

and provide the incentive to

encourage student exchange trips in

Dominica.


Leads generated. Discover Dominica Authority

A

Appendix K: Advertising Strategy: Use new brand positioning to promote Dominica as a “must see” all natural experience destination.

Action Plans Description Estimated CostMeasurement

of SuccessStakeholders

InvolvedPriority

25


Create new online tourism destination videos appealing to different segments.

Gather various natural and cultural aspects of Dominica and show how they can be applied to various niche

segments. After gathering these aspects, create a series

of short 2 minute or less videos appealing to each

segment. (Eg. Nature based health and wellness video

appealing to leisure travelers, nature based small

events and conferences video appealing to event

planners etc.)

$ 23,000,000

*Estimate based on the average cost of online video ads in 2013 obtained from Media Dynamics, a

consulting and publishing company.

($23 per 1,000,000 viewers)

Large amount of media

impressions based on

number of views and likes.

Discover Dominica

Authority and outsourced

media publishing

company (if desired).

B

Expand Dominica’s brand using

alternative media and publications.

Use traditional media to promote Dominica’s new brand. Use magazine and newspaper ads in specific geographic areas based on previous research to target

niche segments.

$34,000* Estimate based on

newspaper ad for $24,000 per month plus $10,000 per

month magazine ad. (Figures derived from averages of print companies searched online)

Increase in tourist arrivals.

Discover Dominica

Authority and other

international publishing companies.

B

Appendix L: (Cont’d) Distribution Strategy: Encourage more personal engagement through channels using a selective

distribution strategy.

Measurement of Stakeholders Involved Priority

26


Action Plans Description Estimated Cost SuccessIncrease Dominica’s presence in eco-tourist associations or consortia groups.

Become an active member of the International Eco-Tourism Society. Active membership in these groups will not only provide networking opportunities, but will allow Dominica’s tourism officials to gain knowledge and advice from other ecotourism stakeholders in other destinations (The International Eco-Tourism Soceity, 2014).

$80 per year

*Based on actual International Eco-Tourism Society membership fee.

Membership approved. Discover Dominica Authority

A

Convert tourism traffic on Dominica’s official destination website from “lookers” to “bookers”. (Chemonics International, 2007)

Develop an integrated Destination Management System (DMS) on official destination website to allow direct bookings for accommodation, transportation (air and ground), attractions and restaurants (Chemonics International, 2007).

Cost to be determined from software solutions company.

More bookings made directly on discoverdominica.com


C

27


Appendix M: Dominica Year 1 Estimated Marketing Budget

Category Estimated Cost per unit

Estimated Subtotal Percentage of Total Budget

AdvertisingNewspaper Ad (for 3 months)

$72,000 $72,000

Magazine Ad(for 3 months)

$30,000 $30,000

Video Campaign $23,000,000 $23,000,000Total Advertising Cost

$23,102,000 97%

ResearchSurvey Software $790 $790Total Research $790 0.3%DistributionTour Operator Travel Meetings

$1,700 $1,700

Consortia Membership Fee

$80 $80

Total Distribution $1,780 0.7%TradeTrade Show (travel, registration and booth rental cost)

$30,000 $30,000

Total Trade $30,000 0.13%Sales PromotionsTrip giveaways $60,000 $60,000Total Sales Promotions

$60,000 0.25%

Special EventsCreole Culinary Festival

$500,000 $500,000

Total Special Events

$500,000 2%

Grand Estimated Marketing Total

$23,694,570

28

dominica tourism marketing plan

Documents

tourism product of dominica

product strategy

experience tourism

tourism marketers

tourism development

marketing plan objectives

nature destination

strategic marketing