We tend to be comfortable in marketing to those audiences we know and understand. Often we are busy seeking repeat business from the same audience base when it may be possible for us to widen our audience. Sometimes we need to consider an alternative approach to developing business growth. The following diagram outlines the benefits in accessing the cultural tourist as a key market segment.
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SEE EXERCISE 2 Attracting the Cultural Tourist to your Business
WHAT WILL ACCESSING THE CULTUrAL TOUrIST DO fOr MY BUSINESS?
Assist your organisation in building loyal markets for the future
Provide you with valuable consumer data about what your customer wants
Present your offering in context with other tourism providers
Grow your reputation outside of your local region
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Impact your bottom-line
Help you to develop nonlocal audiences
Assist your thinking in relation to scheduling events, exhibitions etc