So, the DMOs around Switzerland should adapt a dual strategy so that on one hand, they can continue to sell the image of Switzerland as a romantic destination which is more appealing to the honeymoon couples and families coming in big groups and on other hand, they can create new experiences for young generation and FITs as well. It is important to understand which marketing communications strategy is relevant to promote a realistic impression of which audiences must be targeted, and what objectives and strategy are required to being about effective communications (Dahlen, Lange & Smith, 2010). As mentioned in section 5.3.3 (iii), movie map of various Bollywood locations launched by ST, is not being used both by ET and GGS during the Bollywood tour in Switzerland. Both the Bollywood tours have their own preferred film locations that they show to the visitors. More information about these tours and the strategies behind its design will be discussed in section 6.2. 6.1.4. Sub conclusion Apart from above mentioned strategies, DMOs around Switzerland are also working on some other strategies discussed in section 5.8. According to Urs Eberhard (Vice President, Marketing, ST) and Tobias Matter (Sales Director, TET) they are focusing to attract more FITs and young generation of Indian tourists to Switzerland. This shows that apart from family and honeymoon couples, they are now focusing on a new segment of customers that according to them is more profitable than the segments that have been coming to Switzerland for many years. Market segmentation is the process of splitting the potential customers within a market and focusing on catering the needs of that particular customer segment (McDonald, 1998). But on the other hand, if we talk about GT, according to Kerstin Sonnekalb (PR Manager, GT) the customer segment that they want to focus is the high end customers as well as FITs not only from Indian market but also through their various International events, mentioned in previous section, their strategy focuses on attracting high end International jet set visitors as well. Hence, we can say that like GT, ST and TET are also realized about changing their strategic focus to attract more FITs and high class customer segment from Indian market due to the fact that the number of middle class visitors from Indian market is relatively higher than FITs and high class customers which is not so much profitable for their stakeholders like hospitality sector and various attractions etc. 6.2. Strategies of Tour guides
So, the DMOs around Switzerland should adapt a dual strategy so that on one hand, they can continue to sell the image of Switzerland as a romantic destination which is more appealing to the honeymoon couples and families coming in big groups and on other hand, they can create new experiences for young generation and FITs as well. It is important to understand which marketing communications strategy is relevant to promote a realistic impression of which audiences must be targeted, and what objectives and strategy are required to being about effective communications (Dahlen, Lange & Smith, 2010). As mentioned in section 5.3.3 (iii), movie map of various Bollywood locations launched by ST, is not being used both by ET and GGS during the Bollywood tour in Switzerland. Both the Bollywood tours have their own preferred film locations that they show to the visitors. More information about these tours and the strategies behind its design will be discussed in section 6.2. 6.1.4. Sub conclusion Apart from above mentioned strategies, DMOs around Switzerland are also working on some other strategies discussed in section 5.8. According to Urs Eberhard (Vice President, Marketing, ST) and Tobias Matter (Sales Director, TET) they are focusing to attract more FITs and young generation of Indian tourists to Switzerland. This shows that apart from family and honeymoon couples, they are now focusing on a new segment of customers that according to them is more profitable than the segments that have been coming to Switzerland for many years. Market segmentation is the process of splitting the potential customers within a market and focusing on catering the needs of that particular customer segment (McDonald, 1998). But on the other hand, if we talk about GT, according to Kerstin Sonnekalb (PR Manager, GT) the customer segment that they want to focus is the high end customers as well as FITs not only from Indian market but also through their various International events, mentioned in previous section, their strategy focuses on attracting high end International jet set visitors as well. Hence, we can say that like GT, ST and TET are also realized about changing their strategic focus to attract more FITs and high class customer segment from Indian market due to the fact that the number of middle class visitors from Indian market is relatively higher than FITs and high class customers which is not so much profitable for their stakeholders like hospitality sector and various attractions etc. 6.2. Strategies of Tour guides
Film_Tourism_10.docx