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TGMT4030 FinalExam 2 (Questions & Short Essay Answers)
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1. Why is place marketing even more important to a resort destination than to other businesses and destinations? Explain how the use of Porter’s cluster theory can facilitate the development of strong place marketing? 2. Explain what is meant by “hard” and “soft” controls within Visitor ...

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  • August 17, 2021
  • 9
  • 2021/2022
  • Exam (elaborations)
  • Questions & answers

Subjects

  • hettinger maintains three
  • explain what is meant by “hard” and “soft” controls within visitor impact management vim systems
  • and illustrate their effectiveness or otherwise at a resort of your choice

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Running head: Resort Management 1


1. Why is place marketing even more important to a resort destination than to other

businesses and destinations? Explain how the use of Porter’s cluster theory can facilitate

the development of strong place marketing?

Place marketing is important for resort destinations because the resorts sell tourism

services which is the product they sell. Place marketing for this type of product is important

because the place or location is the point at which the tourists consume the product informed of

experiences and other myriad forms of activities. The place is specifically what is sold when

tourism is marketed out there in the niche(Ashworth et al., 1990). Besides, potential customers to

the resorts always put the resorts under clusters being guided by information that determine the

location of the resort, like, how accessible is the resort, using different forms of transport like,

motorcycles, cars via air and others, what types of accommodation is available in the resorts,

how does it the resort match the requirements of different types of potential visitors, that is,

tourists in groups or other types of customers and also the segmentation of customers (Ashworth

et al., 1990).

Place marketing is also important because it is an appropriate way to describe a

destination and marketing a resort (Murphy, 2009). This is because place marketing is simple

and easy to distinguish from other basic marketing of products since it includes consideration of

the external environment and stakeholders who are involved to make a place (Murphy, 2009).

Porter's cluster theory comprises four concepts. They are the cluster initiative, cluster

location which is important in place marketing, the competitive advantage of the clusters, and

geography and trade of the clusters. How successful cluster is, is determined by the competitive

advantage a cluster has. Porter's cluster theory can be used to analyze the external environment

of the resort and help to create a competitive advantage of the resort, the cluster diamond can

, Resort Management 2


help to develop an efficient place marketing since it can provide crucial information like

strategy, structure, and rival resorts, what the market demands, inputs required by the market and

other industries associated with the resort business. The cluster diamond can guide place

marketing of resorts to come up with the best marketing strategy of the location of the resort.

Porter's cluster theory will help identify the market demands place marketing and help to gain a

competitive edge by making sure the demands like serene environment, camping services,

accommodation, team building facilities, and any other demand associated with place marketing

is available, ensuring factors like infrastructure required to market the place of the restaurant are

superior to the competitors. The cluster diamond can also help to know the associated industries

and support industry requirement of place marketing of the resort-like provision of resources

associated with tourism like swimming pool and photography are some of the support industries

of place marketing a resort. Transport cluster can help market the place of the resort by providing

resources like free transport to the location of the resort (E-Porter, 1998)

2. Explain what is meant by “hard” and “soft” controls within Visitor Impact

Management (VIM) systems, and illustrate their effectiveness or otherwise at a resort of

your choice.

Visitor Impact management refers to the management of the effects the visitors or tourists

have on protected areas during the stay at the location. In most cases, it is associated with

negative impacts on the tourists in the protected area (Mason, 2005). In this context, it refers to

the impact the visitors have on the resort. We will analyze the effectiveness of "hard'' and "soft"

visitor impact management at Poets Cove Resort & Spa, located at 9801 Spalding Rd British

Columbia VON 2M3 Canada. Visitor impact management can be an important tool for managers

to know the desired conditions of the visitors to achieve their management goals. "Hard" and

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