Destination Management Organizations

Part II VII

Choose the state destination marketing organizations (DMO) below. This state has the easiest access to such things as marketing plans and tourism research and statistics:

Michigan: Michigan Tourism Strategic Plan

In Part I of this assignment, you investigated and analyzed the attractions and focus of a specific destination. In Part II, you will investigate the DMO (Destination Management Organization) and the efforts of the organization.

1. Look at whom the organization is targeting, and analyze what aspects of the destination are geared toward the target market(s).

2. Explain how destinations combine many of the suppliers in the tourism industry.
   1. Most sites will have visitation research data; however, you will have to use your information from Part I and the information in the document to draw conclusions.
      1. In other words, there are not explicit responses in any of these documents. You will demonstrate your abilities based on looking at the market and then, from that viewpoint, looking at what the destination state has to offer. Most of the sources will be located on websites.
   2. Depending on the location, describe the similarities and differences among the destination/community and urban tourist destinations.

You may also want to use marketing such as ads and social media to investigate.

3. How is technology used to market a tourism organization?
   1. The resources are limitless in our current world. You may want to check online travel agencies (OTAs) such as Expedia, Orbitz, etc., and tour operators who provide tours in the state you have chosen. The tour operators will provide what they think is important for a broader audience.

In your submission, include the content you submitted for Part I in Unit VI, and add Part II to this document. You should have a complete submission with the following contents:

• introduction,
• body with Part I,
• Part II, and
• conclusion.

Your response should be a minimum of three pages in length, double-spaced. Reference at least one outside source (not including the textbook). All sources used, including the textbook, must be referenced; paraphrased and quoted material must have accompanying citations and be cited per APA guidelines.

Reference for Writer

Part I VI – Complete

Tourism in Michigan is an essential industry for the economic development of the Great Lakes State. It is one of the largest industries in Michigan, “generating $17.7 billion of direct spending, $995 million in state taxes and 200,000 jobs in 2011,” (Nicholls, 2012, p.1). In addition to the attraction of more visitors, it is crucial to maintain its visitors and give them many reasons to return. It is important to create an enjoyable travel experience for all Michigan visitors. 3 Therefore, the Michigan Tourism Strategic Plan intends to “lay the foundation upon which tourism will continue to grow and prosper over the years, further contributing to the overall economic development of the state,” (Nicholls, 2012). (Rewrite in own words)

Attraction and Entertainment of the State

Michigan offers tourism opportunities all year round due to its changing weather and four seasons. “Michigan has a rich and vibrant cultural history, particularly in terms of its Native American population, as well as its automotive heritage and its Motown musical roots,” (Priest, 2014, p.1). Michigan offers an abundance of water activities along its Great Lakes and beautiful freshwater beaches, over 100 lighthouses, as well as many recreational state parks and [Michigan] Adventure Water Park. For winter sports enthusiasts there are miles of groomed snowmobile trails in Michigan as well as several snow ski areas. Michigan is also home to the historical and unique destination of Mackinac Island. Many visitors also discover America, it is culture and inventions at the Henry Ford Museum of American Innovation, Greenfield village, and the Ford Rouge Factory Tour. Michigan also hosts a range of regionally and nationally acclaimed annual festivals, such as the National Cherry Festival, the Renaissance Festival, Arts, Beats, and Eats, or the Woodward Dream cruise. You will also find a very diverse population in Michigan that offers many ethnic and culinary experiences such as Frankenmuth, Greektown, Mexican Village, and many more along with its 100 plus vineyards and wineries. Across Michigan, you will also find zoos and marine aquariums that offer close encounters to nature and wildlife. Lastly, Michigan is home to four (baseball, football, basketball, and hockey) national sports teams, which is a significant destination for the Detroit area.

The Brand of the State

Michigan’s brand is to inform people around the world that the Great Lakes State is “full of friendly people, unique experiences, spectacular natural beauty, and majestic destinations,” (Nicholls, 2012, p.3). The “Pure Michigan” brand was announced in 2006 and has been very successful to this day. The Pure Michigan campaign is headed by the voice of actor [and native Michigan resident] Tim Allen, bringing attention to Michigan throughout the U.S. It has also been awarded at least one Mercury Award by the United States Travel Association every year since it began, and has appeared in the number six position of the Forbes (2009) ranking of the ten best tourism promotion campaigns of all times (Priest, 2014) Michigan is very proud of its brand and accomplishments thus far, however, there are many more opportunities that exist to strengthen and diversify of the Pure Michigan brand. Such as increasing the volume and extend the reach of the Michigan tourism industry’s promotional, marketing and communications efforts. 4Michigan’s goal is to strengthen and grow the Pure Michigan brand “through effective mediums at the regional, national and international levels to attract first-time and repeat visitors,” (Nicholls, 2012, p.3). (Rewrite in own words)

Marketing of the State

When it comes to marketing, Michigan’s destination marketing organization uses all practices to ensure that its Michigan is promoted in every way, shape, and form. Their focus is through collaboration and marketing, destination development and public policy and funding.

Marketing and advertising through magazines, newsletters, TV, radio, and digitals are used to create an information-sharing platform to the public, thus promoting the state (Cook, Hsu & Taylor, 2018). Michigan also engages with travelers and visitors through major social media platforms including Facebook, Twitter, Instagram, YouTube, and Pinterest. This promotes the state by providing information to visitors such as trip ideas, videos, photos and more. According to Nicholls (2012), The Pure Michigan travel site is the most visited state tourism website in the nation at over 8 million web visits, and [Pure] Michigan is at the top for tourism likes on Facebook. Furthermore, legislative and lobbying activities have led to an increase in funding for the Pure Michigan brand. All geographical areas of Michigan are represented by the Michigan Convention and Visitors Bureau, as well as the Regional Tourism Association, providing a voice to media outlets and the public and creating awareness of the tourism industry and its contribution to Michigan’s economy.

Further, the travel commission has worked with tourism industry representatives throughout the state to develop a vision to help identify key priorities, goals, and tactics related to their vision. This vision is for Michigan to become “America’s favorite four-season destination,” (Priest, 2014). This vision helps Michigan identify and act on the critical issues to be addressed by the travel industry to grow travel and tourism and to improve the quality of life of Michigan residents and visitors alike, (Priest, 2014). Michigan is a travel tour destination that remains among the best four-season destinations with an exceptional destination marketing organization which promotes its “Pure Michigan” brand and “America’s favorite four-season destination.” References

Cook, R. 5 A., Hsu, C. H. 5 C., & Taylor, L. L. (2018). Tourism: 5 The business of hospitality and travel (6th ed.). 6 New York, NY: Pearson.

Nicholls, S. (2012). 7 Michigan State University. The 2012-2017 Michigan Tourism Strategic Plan. 8 Retrieved from https://tourismplan.anr.msu.edu/docs/ Final_Plan_without_ Appendices.pdfTop of Form

Priest, J.L. (2014). Michigan.org. Strategic Plan: 7 By the industry, for the industry. 5Retrieved from https://www.michigan.org/industry/michigan-tourism-strategic-plan