Module_3_Marketing_Strategy

CULTURAL TOURISM TRAINING COURSE
MODULE 3 - STRATEGIC MARKETING IN CULTURAL TOURISM
organisation. The statement must be specific enough to have
an impact upon the behaviour of individuals.
Relevant. The mission statement should be appropriate to
your organisation in terms of history, culture and shared
values. The mission should not be too broad and not too
narrow. Too broad may result in lack of focus, too narrow
might mean that important factors are overlooked.
Current. An unchanged mission statement is no longer able
to act as driving force guiding your organisation into the
future.
Positive. The mission statement should be written in such a
way that encourages commitment and inspires your
stakeholders.
Individual. The mission statement should set your
organisation apart from others by establishing its individuality
– or better even: its uniqueness.
Enduring. The mission statement cannot be continually
changed, as this would be confusing. It should remain in
place for several years; so it should be written to allow for
some flexibility.
Mission Statement versus Vision Statement
Mission Statement
Vision Statement
About
A Mission Statement talks
about HOW you will get to
where you want to be. It
defines the purpose and
primary objectives related to
your customer needs and
team values.
A Vision Statement outlines
WHERE you want to be. It
communicates both the
purpose and values of your
business.
Answer
It answers the question,
“What do we do? What
makes us different?”
It answers the question,
“Where do we aim to be?”
Time
A Mission Statement talks
about the present leading to
its future.
A Vision Statement talks
about your future.
Function
It lists the broad goals for
which the organization is
It lists where you see yourself
some years from now. It
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