ASEAN Homestay Standard: A guideline to have an effective marketing and promotion strategy?

(TITC) – Marketing activities are implemented in order to attract and lure visitors’ attentions to a destination, establishment or a product while the promotion activities are holding the power to encourage the demand from customers.

  • Marketing and Promotion
    • Promotion Activities
      • Identify and approach target markets and design itineraries/packages to suit their needs and expectations.
      • Identify the Unique Selling Proposition (USP) of the village to differentiate it from other homestays.
      • Create promotional materials e.g. brochure, interpretative boards, panels to relay information about the homestay programme and community.
      • Cooperation with local government and tour operators for marketing.
    • Partnership with Tour Operators
      • It is recommended to organize familiarisation trips and invite tour operators and tourism companies to sample the homestay experience.
      • It is recommended to work closely with prominent tour operators, possibility of them becoming advisors for the homestay organisation.
    • Web Marketing
      • It is recommended to develop website and utilise social media network to promote the homestay and handle online booking.
      • It is recommended to engage the village youth to maintain and update the online promotional mediums.
Promotion activitiesPackages are designed according to target markets needs and expectations. (IV)a. Interview the Homestay Organisation regarding the process of designing the homestay packages. b. Ask about their target market needs and expectations and how their package is able to meet these expectations. c. Ask for a copy of the marketing plan and attach with the report (if any – optional)
 Unique Selling Proposition (USP) of village have been identified. (IV)c. Interview the Homestay Organisation and ask about the USP of the villaged. d.Ask about how the USP is being marketed to tourists and how it differentiates their village from the other homestays in the country.
 Promotional materials e.g. brochure, interpretative boards and panels have been developed. (DR)a. Ask to see the promotional materials used to promote the homestay from the Homestay Organisation. b. Ask how and where the promotional materials are distributed. c. Take photos or photocopy the materials and attach with the report.
 Cooperation with local government and tour operators for marketing. (IV)a. Interview the Homestay Organisation and ask if they have any existing cooperation with local governments and/or tour operators for marketing and promotion purposes. b. List down the types of cooperation made. c. Ask the Homestay Organisation about the details of each cooperation including the period of cooperation.
Partnership with tour operatorsHave familiarisation trips e.g. with tour operators and media. (IV)a. Interview the Homestay Organisation and ask if any familiarisation trips to the homestay have been conducted by media organisations or tour operators. b. List down the tour operators that have a partnership with the Homestay. c. Note how many such trips have been made and ask about its effectiveness in bringing tourists to the homestay.
 Have partnership witha. Interview the Homestay Organisation and ask about existing partnerships with prominent tour operators, travel agencies, etc. inside and outside the country. b. Ask about the involvement of the partner(s) in the design of packages, arrangement of tours, etc. c. Write down the name of the partner(s).
Web marketingHave website and utilise social media to promote homestay and online booking. (DR)a. Ask the Homestay Organisation for the address to the website and/or social media pages that are used to promote the homestay or for online booking. b. Visit the websites and save a screen shot of the front page and booking page (if any). c. Print out a copy of the pages and attach with the report.
 Village youth are involved in maintaining and updating online promotional materials.a. Interview the Homestay Organisation and ask if the village youth are involved in utilising the internet to promote, maintain and update information about the homestay. b. Note down how many youths are involved. c. Only mark ‘No’ if the homestay does not have online promotional materials. However, if the homestay does not have a self[1]developed website but has a partner that promotes the product on their behalf, mark as NA.

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