【正文】 ing strategy that is effective during periods of low unemployment rates may have to be significantly adjusted if unemployment increases. Businesses and munities should monitor and assess the likely impact of factors such as unemployment rates, real family ine, and rate of inflation, credit availability, terms and interest rates. Consideration should also be given to the prices of plementary products, such as lodging, gasoline and recreation equipment. Laws and Government Actions As a plex industry, tourism is significantly affected both positively and negatively by laws and by actions of governmental agencies. For instance, rulings on such things as liability issues or decisions regarding building and health codes may change or possibly prevent the construction of a proposed facility. If a public facility changes the prices of its services, this could affect the service offerings of associated private businesses. These actions may have both positive and negative effects on the marketing efforts of the business and munity. To avoid wasting valuable resources it is important that R/T businesses, agencies, and munities continually monitor and evaluate governmental actions. Technology Technological developments are increasing rapidly. New recreation products, such as allterrain vehicles and wind surfers, provide new ways for people to satisfy their recreational preferences. New production technologies and materials offer recreation and tourism businesses ways to reduce costs and improve the quality of their products/services. Advances in telemunications have and will continue to create new promotional opportunities. Technological innovations, in relation to jobs and the home, have resulted in increased leisure time for many people. Competition Businesses and munities must identify and analyze existing and potential petitors. The objective of the analysis is to determine the strengths and weaknesses of the petition39。s marketing strategies. The analysis should include the petitions: (1) Product/service features and quality。 (2) Location relative to different geographic markets。 (3) Promotional themes and messages。 (4) Prices。 (5) Type of customer they are attracting. MARKETING STRATEGY (MIX) The marketing strategy, or mix, should be viewed as a package of offerings designed to attract and serve the customer or visitor. Recreation and tourism businesses and munities should develop both external and internal marketing mixes for different target markets. External Mix The external marketing mix includes product/service, price, place/location, and promotion. Product Earlier we said the principal products that recreation and tourism businesses provide are recreational experiences and hospitality. The factors that create a quality recreational experience often differ among people. A quality experience for one skier might include an uncrowned, steep slope. To another it might be a good restaurant and a chance to socialize. Decisions on what facilities, programs and services to provide should be based on the needs and desires of the target market(s). They should not be based on the preferences of the owner/manager or necessarily on what the petitionis providing. Recognize that a recreational/tourism experience includes five elements: trip planning and anticipation。 travel to the site/area。 the experience at the site。 travel back home。 and recollection. Businesses should look for ways to enhance the quality of the overall experience during all phases of the trip. This could be acplished by providing trip planning packages which include maps, attractions en route and on site, and information regarding lodging, food and quality souvenirs and mementos. Recreation and tourism businesses should also view their service/product in generic terms. Thinking of products/services in this manner helps focus more attention on the experiences desired by customers and also the facilities, programs and services that will produce those experiences. For example, campgrounds are the business of providing recreational lodging not just campsites to park an RV or set up a tent. Marinas should provide recreational boating experiences, not just slippage. Location and AccessibilityPlace Too many tourism businesses and munities fail to recognize their role in improving travel to and from their areas. They focus instead on servicing the customer once they arrive at the site/munity. A bad experience getting to or leaving an R/T site can adversely affect a person39。s travel experience. Ways to help prevent this include: (1) Providing directions and maps。 (2) Providing estimates of travel time and distances from different market areas。 (3) Remending direct and scenic travel routes。 (4) Identifying attractions and support facilities along different travel routes。 (5) Informing potential customers of alternative travel methods to the area such as airlines and railroads. Pricing Price is one of the most important and visible elements of the marketing mix. When setting prices it is important to take into consideration all of the following: (1) Business and target market objectives。 (2) The full cost of producing, delivering and promoting the product。 (3)The willingness of the target market to pay for the product or service you provide。 (4) Prices charged by petitors offering a similar product/service to the same target market(s)。 (5)The availability and prices of substitute products/services (for example, campgrounds, motels, and bed and breakfast are all substitutes for lodging)。 (6) The economic climate (local and national)。 (7) The possibility of stimulating high profit products/services (such as boats) by offering related services (such as maintenance) at or below cost. When establishing prices, R/T businesses should give attention to pricing strategies which may encourage off season and nonpeak period sales, longer stays, group business, and the sale of packa