Developing marketing strategies for a travel destination in the USA using the nominal group technique

This paper demonstrates the application of nominal grouping as a cost-effective qualitative alternative for developing marketing strategies. The nominal group technique was used to generate strategic directions for the Blue Ridge Parkway Association, a popular travel destination in the USA. Using a nominal group composed of industry experts, a SWOT analysis produced a list of strengths, weaknesses, opportunities and threats associated with the Blue Ridge Parkway. Next, potential market segments were identified and prioritised. Five marketing strategies emerged to reach the specified market segments. The study illustrates that the nominal group technique offers a cost and time-efficient qualitative alternative in making strategic decisions.