Read and review a Destination Marketing Organization's strategy (DCBA - Destination Cape
Breton Association) for the upcoming year and be able to understand and recognize information in the plan as it related to
concepts and maierial iearned in class.
The outcome is that students should be abie to have a strong understand of the roles, responsibilities, work efforts and
measurement tools related to destination marketing based on a local example.
Read the Destination Cape Breton 2018-19 Strategy, which is posted in the “Assignments” folder on Moodle and using the
strategy, textbook and course materials used throughout the semester, answer the following questions:
- Who are DCBA’s customers? Explain.
- a. What type of primary research can you identify in the strategic pian? Be specific and include examples of the
research and how/why it is used.
b. What stage of the “destination marketing system’ is this research helping fulfil? Explain. - a. What type of secondary research can you identify in the strategic plan? Be specific and include examples of the
research and how/why it is used.
b. What stage of the “destination marketing system’ is this research helping fulfil? Explain. - Where do you think Cape Breton falls on Butler's Tourism Area Life Cycle? Explain your answer.
Sample Solution