Page 186 - principles of tourism marketing-1 (1)

Key Points

 Stakeholders are involved in and/or affected (negatively or

positively) by the outcome and impact of an action, project or

program.

 Internal stakeholders include stockholders, customers,

suppliers, creditors, employees, etc. External stakeholders

include the general public, communities, activist groups, the

media, etc.

 Marketing communication can be divided into internal flows

and external flows directed at different target audiences. This

necessitates different yet compatible communication

strategies.

 Preparing a communication plan involves five key points:
defining the audience, defining its requirements, building a

communications schedule, defining a medium of

communication, and preparing the content.

 It is important to create a written report after any stakeholder

discussion.

Key Terms

 stakeholder: a person or organization with a legitimate

interest in a given situation, action, or enterprise

186