What strategy does Nottoway use to attract visitors? Should it use additional appeals?
What will be an ideal response?
Nottoway primarily tries to directly attract visitors to New Orleans and Baton Rouge who are looking for a tourist attraction to visit; they advertise mostly in publications used by tourists. They also contact tour directors, although not in a systematic manner. To a large extent, they depend on word of mouth rather than extensive advertising.
Nottoway’s major appeal is one of charm, elegance, and nostalgia; it is promoted as being the largest plantation home in the South, but primary in all advertising is its 19th century origins and unmarred beauty. Any attempt at expansion of the customer base should not detract from this atmosphere.
A SWOT analysis (shown on page 124) can be completed to help in assessing Nottoway’s current position in the market and its competitive advantages or distinctive competencies.
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