Go to a hotel, restaurant or national park (which you visited recently) signature (main)
website and examine the pictorial and textual content used to promote the site by its
marketing staff. Using Aaker’s modified BPS, identify the brand personality dimensions
I visited Swissotel and visited the website. Under the dimension of sincerity, Swissotel is
cheerful since it employs pictures that portray cheerful people who have visited the hotel. On the
dimension of excitement, Swissotel is young since the pictures portray young people indulging in
the fun. On the dimension of competence, Swissotel is confident. Further, on the dimension of
sophistication, the hotel is good looking. In terms of ruggedness, the hotel is outdoorsy since it
markets itself on the fact that it offers a unique view of Lake Michigan.
Question 7
Distribution mix consists of direct and indirect channels that can be used by a tourism
business to sell its product or inform customers. Explain the term 'indirect channels' and
discuss at least three examples (in a detailed manner)
An indirect distribution channel is a channel that heavily relies on the use of
intermediaries. An indirect distribution channel requires a firm to have a cordial relationship
with third parties to distribute products successfully. An indirect distribution channel requires the
company to use additional steps when moving products from the manufacturer to the consumer.
The distribution channel involves using middlemen to distribute products. Examples of include
products moving from the producer to the wholesaler who then distributes the products to the
retailer and finally to the consumer. Another example is where an importer imports goods and
then sells to the wholesaler who distributes to the retailer and finally to the consumer. A
producer may also sell the goods to a retailer who in turn sells to the consumers.
