To create memories for guests as the best mountain and resort experience, they have to meet the demands of guests, offers services beside skiing. The resorts are now treating skiing as a form of entertainment by establishing more off-slope diversions. The ski-runs and related lift system represent a prime attraction, therefore the object is continuous improve. The small resort in local hills are often more accessible, making them perfect for day trips, especially when they are close to large urban areas. QUESTIONS.
1) The text suggests that companies that fail to provide consistently engaging experiences, overprice their experiences relative to the value perceived, or overbuild their capacity to stage them will see pressure on demands, pricing, or both. How can ski resorts avoid these pitfalls? They can do an overall vacation experience, because people are looking for it when they go for skiing. They also can meet the demands of guests by offer a slew of services beside than skiing. Ski resort can provide such convenient access to the slopes attracts more guests and fuel further commercial development, creating a bustling off-slope atmosphere.
2) With reference to Holloway and Plant’s new product development options, what strategies have ski resort followed in order to attract visitors? Ski resorts have followed three strategies to attract visitors. First strategy is product diversification, ski resort offers more activities, both on-snow and off-snow. Second is product improvement, ski resort improve continually to meet the demands of the visitors such as the ski-runs and the related lift systems. Third strategy taken by ski resort to enhance the service experience is differentiation.
For example, despite the large resort is doing well, but they also develop the small resort to attract visitors because small resort is more accessible. 3) Take a look at Intrawest’s website. Is it continuing to develop resort destinations or has it changed its strategy? Intrawest is still continuous develop resort destinations. Now they has a network of resorts at North America’s most popular mountain destinations including Mont Tremblant Ski resort, Steamboat Ski Resort, Snowshoe Mountain and Stratton Mountain.
In this summer season 2013, Winter Park resorts develop into a world-class mountain bike destination with 28 miles of downhill by two lifts. Trestle Bike Park is quickly rising to the short list of must-ride bike parks. Steamboat Ski Resort also develop its resort by provide some activities in summer season such as golf at one of four local courses, fish a mountain stream, spa treatment in their natural hot spring. Snowshoe Mountain Resort also established The Big Top, a playground is sure to entertain with arcade games, climbing wall and more.
It is a big attraction for family who like live entertainment. 4) Take a look at the marketing strategies of a ski resort near you. Is the resort following any of the three strategies mentioned in order to enhance the service experience? Ski resort that near me is Alpensia Resort, Pyeongchang, South Korea. Alpensia is the hottest ski destination in South Korea. They use product diversification strategy to offer more activities such as six ski jump slopes, cross-country routes bobsled facilities.
They also using product improvement strategy to improve resort by create more slope, the resort features Ocean 700, a huge indoor water park that accommodates 3200 people and remains open all the winter. The third strategy using by Alpensia resort is product differentiation. Although their former resort hotel is Intercontinental Resort in Korea, with 238 luxury suites and 200 dollars one night, they also promote the other hotel name Holiday Inn Hotel which the price is 100 dollars one night for middle class people. CASE STUDY 2-SAFARI AND A FACELIFT: THE RISE OF MEDICAL TOURISM.
Medical tourism, whereby patients travel to different country for urgent or elective surgery is becoming worldwide industry. Baden Baden in Germany is traditional watering hole for European patients to alleviation arthritis. India is currently considered the leading country to promote this medical tourism. South Africa is particularly attractive to cosmetic surgery patients because of its high-quality and prices. Clients are informed via the website about the medical tourism and costs vary according to the type of operation and the length of recuperation required.
QUESTIONS 1) Is demand for medical tourism price-elastic or inelastic? Explain your answer. Demand for medical tourism price is elastic because the price already including surgery and safari, so patients can go for surgery and get travel to get pleasure too. They also provide high quality surgeons with a reasonable price. 2) What kind of pricing strategy is Lorraine Melvill following? Lorraine Melvill is using product-bundle pricing, is a strategy that sellers using product bundled pricing combine several of their product and offer the bundle at a reduced price.
For example, Melvill provide a seven-day package, including two surgical procedures, accommodation and some meals would cost approximately US 3800 dollars. 3) Account for the increase in demand for medical tourism. Where will the growth come from in the future for this particular sector of tourism? Medical tourism is the process of travelling to another country for medical procedure. It increase in demand because their country may not offered medical tourism or too expensive. So they rather travel to develop countries to receive medical treatment.
In future, medical tourism will continue growth because of the potential baby boomer market of over 220 million people throughout the US, Canada, Australia and New Zealand. And Americans who will be retiring outside the US, they will going to need high quality healthcare with affordable price in other country because US is too expensive for them. 4) What other tourism products could be ‘bundled’ into the package detailed in Table 6. 3? Other tourism product that could ‘bunbled’ into the package detailed in Table 6. 3 is ecotourism, travel to natural areas that conserves the environment.
It can build environmental and cultural awareness into visitor minds. Adventure tourism also can ‘bundled’ into package because most of the people who like to travel sure is optimistic and sporty person. They can arrange the visitor travel in the remote area or in the jungle to experience it. Cultural tourism can add into the package to let the visitors know more about the culture in other country such as traditional food, religion and heritage destination and they will learn to appreciate the culture of their own country.