CHAPTER III. MARKETING STRATEGY
 
A.    Marketing Mix6
 
2.      Place (distribution channel)
 

This section lays out the distribution plan for the services available in your park. Distribution is a broad concept that includes all activities and entities used to deliver the product or service to the customer5. 

 

Within this manual, it refers to location and accessibility of your park to the potential visitors.

 
Park managers often fail to understand their role in enhancing visitors’ travel to and from their areas (parks).

They tend to focus instead on serving them once they arrive at the park. A bad experience while traveling to or from your park can adversely affect a person’s overall evaluation of their experience. Ways to help prevent this include4:
 

1)     Providing directions and maps;

2)     Providing estimates of travel time and distances from different market areas;

3)     Recommending direct and scenic travel routes;

4)     Identifying attractions and support facilities along different travel routes; and

5)     Informing potential visitors of alternative travel methods to the area such as airlines and railroads.

 
Park managers should carefully assess your park in terms of:
 

Items to be checked

Distance and accessibility to target markets

Location of competitors with respect to target markets

Modes of travel serving the area

Other attractions and activities that might induce travel to the park
 
  Please click here to complete worksheet 19
 

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