Evaluation of marketing strategies for low season tourism in Gozo

Abstract

Tourism is the result of activities and decisions made in the region in order to reach the demand acquired. 'Demand for tourism is a fundamental element in the tourism system' (Cooper, Fletcher, et al, 2008, p: 31). Tourism constantly changes and volumes increased through time, together with the integrity of the destinations. Hence, marketing planning is a systematic approach to achieving the marketing goals and objectives. The scoop of my research will be extended by acquiring healthy knowledge about tourism in general, small regions and islands and their planning. Literature showed that the state and authorities in Gozo participate extensively in tourism policy-planning with the aim of reaching goals and having a positive demand. They create an appropriate framework to promote the island of Gozo distinctively. Gozo's charm and mystery makes the island unique and different from Malta, its bigger sister. This is complimented with its surrounding tranquility. Gozo is an excellent place to appreciate the rural scenes most especially between autumn and spring when nature make all this surreal. The policies are focused on making foreigners aware of Gozo's potentiality through the creation of niche-marketing aimed at more tourism during the low seasons. The marketing strategies in the policy shows determination of the island's objectives to reach the target market by developing a proper marketing mix to allocate the resources in order to achieve the goals required by every stakeholder. Through findings, authorities work extensively to make all this possible. Meanwhile, the marketing myopia within companies and other organizations should be decreased to foresee success throughout the low season.