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MKT 642 - IMC

MKT 642 - IMC. VISIT FLORIDA PRESENTED BY PETER ATMALI MICHAEL MIYAGISHIMA. Agenda. Introduction Information Sources Study of Consumer Behavior in Information Search Strategies Facts on Welcome Centers Recommendations Q & A. Introduction. Why do people go on vacation?

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MKT 642 - IMC

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  1. MKT 642 - IMC VISIT FLORIDA PRESENTED BY PETER ATMALI MICHAEL MIYAGISHIMA

  2. Agenda • Introduction • Information Sources • Study of Consumer Behavior in Information Search Strategies • Facts on Welcome Centers • Recommendations • Q & A

  3. Introduction • Why do people go on vacation? • Escape from everyday life • Experience something new • Means to reach the goal • Purpose

  4. Automobile Clubs Brochures Commercial guidebooks Friends & Relatives Highway Welcome Centers Internet Local tourist offices Magazines Newspapers Official state travel guides Personal experience Travel agency Information Sources

  5. Study of Consumer Behavior in Information Search Strategies • Spatial Search Strategy • Internal search vs. External search • Temporal Search Strategy • Prepurchase search vs. Ongoing search • Operational Search Strategy • Decisive information vs. Contributory information

  6. Study of Consumer Behavior in Information Search Strategies

  7. Study of Consumer Behavior in Information Search Strategies

  8. Key Findings – Welcome Centers • First-time visitors • W.C. has complementary relationship with Friends & Relatives • Well-informed visitors

  9. Visitor Services • Operates five Official Welcome Centers • I-10, I-75, I-95, and US-231 • Tallahassee – State Capitol • Provides driving travelers with information • Welcome Center counselors • Brochure rack • Paid by advertisers & exhibitors • 14 millions brochures taken annually

  10. Welcome Center Locations US-231 I-75 I-95 I-10 State Capitol

  11. Visitor Services • Approximately 2.9 visitors to Florida Welcome Centers annually • Close to 50% of visitors to Florida drove • Cars, RVs • Buses • Most driving visitors come from Georgia, Alabama, and Ohio • State vs. City Welcome Centers

  12. Role of Visitor Services • Support role to overall ad campaign • Reinforce, lend credibility • Builds relationships with driving tourists • Hospitality • Information – brochures • Takes into consideration other stakeholders • Partners • Benefits to both customers and partners

  13. Future Implications • Since 9/11 driving on leisure trips has increased • Welcome Centers need to make visitors want to do more in Florida • If successful, Ad campaign & Welcome Centers should lure driving customers away from other locations (Carolinas, Virginia, DC)

  14. Recommendations • Perceived Florida hospitality • Friendly, informed counselors • Clean restrooms • Pet area • Refreshments • Promote wide range of interests & activities • Adventure seekers • Family attractions • Relaxation

  15. Recommendations • Cater to children • Powerful decision makers on vacations • “Hands-on” exhibits to promote attractions • Theme park characters • Video monitors playing Visit Florida ads • Museums & arts • Beaches • Theme parks • shopping

  16. Recommendations • Possibly add smaller Welcome Centers in major airports • Targets the 50% traveling by air • Business travelers • Other areas of Florida

  17. Questions?

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