10 101 Ways To Promote Your Tourism Web Site (tourism.maxpress.com) •
Their expectations.
For each and every one of your target markets, you should also try to determine an appropriate “WOW” factor. What can you provide for them on your Web site that will WOW them? Your objective should be to exceed the target market’s expectations. Your main target market might be your potential customer, but other target markets might include existing customers, or the media, or those who influence the buying decision for your potential customers. When you look at—really look at—potential customers versus existing customers, you realize that what these two groups want and need from your Web site are probably different. Someone who is an existing customer knows your company. Learning about your vacation packages, destination information, accommodations, your business practices, and the like, are not a priority for this person. A potential customer needs to know about these things before giving you their business. “Customer” is such a huge target market; it needs to be broken down into segments. If you were a hotel, for example, your customer target market might be broken down further into: •
Business travelers
•
Vacation travelers
•
Family travelers
•
Meeting planners
•
Handicapped travelers
•
Tour operators
•
Golfers
•
Outdoor adventure enthusiasts
•
Eco-tourists.
You get the idea. You need to segment your customer target market and then, for each segment, you need to do an analysis of needs, wants, and expectations. If you intend to market family getaways, your Web site should be colorful and the text simple and easy to understand, in keeping with what appeals to your target market. Chances are fun-looking graphics will be used extensively on your site to draw children further into it (see Figure 1.1).