Elements that build the identity of a country
Chapter Five: Conclusion and Recommendations
Conclusion
The objective of this paper was to explore the different elements of a country’s identity that builds a country’s image.
Each country has unique elements which builds its image. It is seen that the elements that builds the identity of a country plays an important role in framing the general image of the destination. With regards to Kotler’s categories of country images, it was found that Mauritius fits in the category of positive image which is countries granted with natural resources, diverse culture and gastronomy, political stability that makes up its beauty. As such surrounded by the sea, Mauritius has been gifted with inheritance beauty with its wide range of breath-taking natural scenery that makes it in a position to offer a variety of inland and sea activities to cater for the needs of the market. Additionally it was found that the multi ethnic diversity that lives in peace and harmony and sharing their culture is something unique to the image of Mauritius. It also enjoys a sound political environment Image has an important role for so as to differentiate a destination in this highly competitive market (Yilmaz et al., 2009).
The figure below has been formulated by the current author. It shows the relation between country identity and country image. It depicts the unique elements that build the image of Mauritius under the country main factors section. Those main factors establish the promotion strategy of Mauritius.
Marketing Promotional Strategies
Figure 11: Mauritius Country’s Image
Formulated by the current author into the context of Mauritius
It is to be noted that the elements of country identity builds its image and if not managed properly it can hamper its image. Notably, challenges to the image of Mauritius is the proliferation of crime activities, prostitution, drug dealing. However, it is argued that irrespective of the prevailing image, tourists keep arriving in Mauritius. By far campaigns aiming to prove that Mauritius is still a safe place to be and that such case is an exception and any country can be victim of has been successful. Moreover, country representatives established in our key markets have been doing a great job in re building the image of Mauritius by focussing on its key strengths. Moreover, this study has also found that in light of the global crisis; priorities of people have changed making long haul travel less preferred leading to a decrease in arrival from our major markets. As such to offset the arrivals from Europe, new markets (Asian countries mainly) have been sought. However, even if it diversifies into new markets, Mauritius must continue to be visible in the European countries.
It has been found that the geographical factors of a destination is somewhat an imaginary influences that place marketers should deal in proposing travelers with other valuable offers that will compensate the detriments that cannot be altered. Actually, a destination cannot be re-located from its actual geographical location. Nevertheless, promoters need to offer exciting packages that will make travelers feel distance is not a big deal. For example, despite of the infinity distance and exorbitant fees, nowadays people are committed to travel to space to experience amazing features. Hence, promoters need to propose products or services that are not accessible at competitor’s destinations. In the context of Mauritius, it can be concluded that indeed it possesses unique characteristics that enable it to cater for diverse markets.
In this study it has The image of Mauritius is a significant factor on tourists’ decision-making. In the past, the image of Mauritius was entirely focuses around the honeymoons segment. The MTPA has since implemented strategies and campaigns to broaden this image to include many segments which are still unknown by most tourists: family, sports, shopping. This image, which varies from market to market, is stressed upon during fairs, workshops, events, and marketing campaigns to convince potential tourists that the destination meets the requirements they expect from a holiday destination. As Mauritius has a multi-faceted image, its tourism industry can be promoted in different effective ways even in a single market.
With regards to promotional activities, it can be stated that the MTPA along with major stakeholders that makes up our tourism sector possess good understanding on promotion practices. In cases where the image of Mauritius was at stake, they have used the right promotional tool (advertising, personal selling, sales promotion) to show that Mauritius is a safe place. Moreover our strategic offices in key markets have been constantly supplying the right information on Mauritius.
The main purpose of a brand is to communicate what the destination has to offer that is different and unique. The brand Mauritius is being developed using its unique USP and campaign has proved to be successful. MTPA has been developing and designing the brand of Mauritius with the right strategy so as to effectively communicate its brand promise and brand essence across the world.
The major findings of this study can be summarised as follows:
The image of Mauritius has been developed largely from its natural elements; history, culture, geographical factors, its people. Such elements can neither be manipulated nor altered easily. However things such regulations to enter the country, information sources (media) can be managed and should be used to improve the image of Mauritius. The research findings have concluded that policies and regulations to enter Mauritius are quite simple. Thus it does not discourage travellers to come to Mauritius.
Irrespective of the established assumptions, promotion strategies should inevitably reflect the real situation of the destination and not paint abstract pictures to meet false expectations of tourists.
The image of a destination significantly influences consumer’s evaluation. Therefore, the prevailing image decides the actual promotion strategy that will suit the target market.
For tourism promotion to be effective, it should be supplemented by trade and investments projects. Those projects shall contribute in paving way for a favourable environment mainly by enhancing the current infrastructures and also introducing recent amenities which are essential in today’s tourism.
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In the attempt to create a positive image for Mauritius, the MTPA along with other bodies that builds the tourism sector has made considerable efforts that have succeeded in re building its image in light of major crisis and attracting as much travellers.
Recommendations:
From the study and analysis, several spots have been identified where improvements could be brought in order to enhance the image of Mauritius and hence maximize tourist’s arrivals.
The recommendations are dedicated to the future perspectives of the tourism industry.
Government needs to invest in building the event and conference sector
We have the basics to start events and conference business in Mauritius: few venues, event companies, and good logistics. However, Mauritius is note widely reputed to be a destination of events and conferences. Infrastructures to support events and conferences are inadequate. Instead of developing huge shopping complexes like bagatelle mall of Mauritius, Cascavelle, Mont Choisy, the government needs to encourage investors to use these plots of land to build venues like the SVICC. In other countries the conference centers are much bigger than the SVICC, they offer accommodation as well. As soon as the existing infrastructures (enlargement of road network, proper lighting and sewage facilities) are in place, the demand for events will automatically arise. Moreover, our unique blend of cultures should be promoted more massively. Incorporate cultural tourism in our core tourism product.
Regulate developments
As the tourism industry continues to prove successful, people recognize the advantage of investing in the sector. As a result hotel, tourist residences, guest house, restaurants are growing like mushrooms. Identify areas that are already saturated. For example ile aux cerf, there is already enough pleasure crafts operators there. Therefore, no more permits should be given to those saturated spots. A decrease in building permits is an action that needs to be considered by the government because nowadays less and less green spaces are available for tourists who prefer to travel to a destination far away from their stressful lives of buildings and pollution.
Rebuilding of the MTPA website
The main body aiming at promoting tourism is the MTPA. Since we have tourists from across the world who shows interest in Mauritius. It is worthwhile to consider in re building the MTPA website in different languages. This will ease access to information for everyone. Moreover an online system should be set up whereby any queries posted should be replied back in less than three hours. This will show our professionalism and dedication to be the best. Moreover the MTPA website should be a one stop shop providing information on all aspects of Mauritius (hotels and any other tourist accommodations, nightlife, climate, flight information, etc).
Celebrity Marketing
To increase tourist arrivals in order to reach its target of 2 million tourist’s celebrity marketing could be used. Certainly it will cost much to employ those celebrities but the returns on such an investment will be much higher. Those celebrities could be from Bollywood, Hollywood, and the world of sports. Those people will be regarded as trend setters for the higher segments and they position Mauritius as an aspirational / desirable holiday destination.
Launching of a travel newspaper
A travel newspaper/magazine providing the calendar of activities for the year should be published at least two times during a year. The magazine should be designed using our unique elements to show our uniqueness and it should be distributed to our strategic offices in our target markets. Those people working in our strategic offices should be encouraged to distribute those magazines to travel intermediaries across the world. In this way potential travelers will have a visual description of Mauritius and what they might be losing if they decide not to come to Mauritius.
Branding Mauritius
Branding plays an important role, as with all tourism destinations, as it is crucial to present a brand that will attract people. All campaigns, whether simply marketing campaigns or online/offline sales campaigns, need to include branding elements to attract potential tourists. The brand identity helps to establish a relationship between the destination and the customer, and can help to convince the latter to choose the destination. Without this element of branding, it would otherwise be hard to convince potential tourists to choose Mauritius over competing destinations.
