The COVID-19 crisis has led to rethinking the role tourism play for destinations.
The COVID-19 crisis has led to rethinking the role tourism play for destinations. The concept of
“regenerative tourism” is gaining momentum and as a result, tourism operators (e.g., Intrepid
Travel or G-Adventures), hotels, and destination marketers are working towards re-inventing
tourism.
A tourism destination or a travel company or hotel (your choice) asked you to help them
develop marketing communication and sales materials to change the image of the destination
and the type of customers they attract.
The methodology they recommend is an analysis of the various marketing communication
materials that result from DMOs or from travel companies that specifically feature regenerative
tourism initiatives.
Your task is to conduct research on this topic and write a report that focuses on the destination
or travel company of your choice with recommendations about marketing and sales arguments:
(1) Your group will choose one destination or one travel or hospitality company as your “client”
(2) You will conduct and write an academic literature review (about 2000 words) that focuses
on (a) Sustainable tourism and (b) regenerative tourism.
(3) you will identify examples of regenerative tourism marketing initiatives and classify product
development and communication initiatives
(4) you will make recommendations regarding identifying a USP (Unique Selling Proposition)
and key features of a communication strategy to enhance the image of the destination /
business as a regenerative tourism organization
(5) Write a conclusion and make recommendations for future regenerative tourism /
hospitality marketing strategies
Your paper should be composed of the following sections:
I – Introduction
II – Literature review
III – Discussion of current industry regenerative initiatives
IV – Proposal for USP and advertising features
V – Conclusions and recommendations for future regenerative tourism
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