Samenvatting

The Business and Marketing Communication Plan for the QualityTourism Awards aims to understand the current market situation in the tourism industry, along with finding the most appropriate marketing and communication tools to introduce the new QualityTourism Awards to the tourism market. Furthermore, the plan intends to provide information on the main question: ''what is the concept of the QualityTourism Awards and how should it be introduced to the tourism market?''.
The marketing research focuses on understanding the current values and objectives of the Coastal and Marine Union (EUCC), as well as on the sister program of the QualityTourism Business Club - QualityCoast, in order to gain better understanding of the organizational culture and its main competences in relation to the Awards. By using primary research methods, such as survey, questionnaire, phone interview and attendance of several workshops on sustainability in the tourism sector, conclusions of the target market and appropriate objectives for the QualityTourism Awards are drawn. The main outcomes of the primary, as well as of the secondary research methods are helping to create a suitable Marketing and Communication strategy for the official launch of the QualityTourism Awards.
The Business and Marketing Communication plan applies the marketing mix, the marketing and communication positioning, the pricing strategy and the marketing budget as a basis for the concrete marketing strategy, and the overall marketing recommendation for the QualityTourism Awards.