The Brand Strength of Ecotourism and the Consumer Value of Eco-Labelling

Topics:
Marketing Communications,
Marketing Strategy
Tags:
Brand,
Branding,
Ecotourism,
Marketing,
Roy Morgan Research
Source:
Roy Morgan Research

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Overview: Ecotourism is a market that requires careful management to ensure ongoing sustainability through a strategic balance of numbers and yield. Whether it be the west coast of Scotland or the tropical rain forests of Australia, this issue is the same the world round. The key to achieving optimal return on tourism investment is to develop and manage the ecotourism brand by identifying and understanding the target audience, that is, to get into the heads of audience (stand out) and to deliver the ecotourism branding messages in a way that they will understand it. It is about shaping demand.

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Format: PDF | Size: 327KB | Date: Nov 2004 | Pages: 11

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