Marketing Currents - Business and Marketing Current Events

Scent-a Fe: New Mexico could be first state with official aroma


The sweet smell of green chile roasting on an open flame permeates New Mexico every fall, wafting from roadside stands and grocery store parking lots and inducing mouth-watering visions of culinary wonders.

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Discussion Questions:

  1. What is destination marketing?
  2. Why is tourism important to New Mexico?
  3. Why is destination marketing important to New Mexico?
  4. What are Chile peppers?
  5. Why are they important to the state of New Mexico?
  6. What is differentiation?
  7. Why do you think differentiation might be important to destination marketers?
  8. How might introducing an official aroma provide New Mexico with a differentiation strategy from a marketing perspective?
  9. According to this story, when is peak tourist season in New Mexico?
  10. This news story reports that New Mexico has consistently lower visitation rates than neighboring Colorado. How might promoting chile pepper season help New Mexico to attract more visitors?
  11. If you were a destination marketing professional, what strategies might you recommend to New Mexico officials to help boost tourism numbers? Be prepared to share your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.