Tourism Marketing

Definition
It balances the needs of the tourist with the
needs of the organization or destination
It emphasizes tourism research w/c leads to the
selection of tourism demand
Concept of the product life cycle and positioning
are useful to stress the proper placement of
tourism products on the market and to suggest
the suitable marketing policy and strategies
Characteristics of Tourism
Marketing
Tourism is a service an intangible experience is
being sold, not a physical good
The service provided is usually composed of
several components such as transportation,
lodging, f&b, attraction, activities and the like
Travel intermediaries are a necessity
organizations are necessary to bridge the gap
between producers and the tourist
The demand is highly elastic- they are seasonal in
character and subject to changes in taste and
fashion
Methods of Promotion
Marketing Orientation information needed in
promotion
Marketing Segmentation - selection of demands &
target markets
Socio-economic
Product related
Psychographic
Geographic
Product Life Cycle ways to attract and serve target
markets
Strategic Marketing Process market-planning,
target market selection, marketing mix selection

Strategic Marketing Process
Market-Planning Process
Collection of data
Analysis of data
Identification of alternative strategies for reaching
the desired goal
Cost/benefit analysis
Selecting alternatives and plan formation
Control procedures
Plan information
Target Markets
Estimate an approval of an areas attractions
(degree of interest)
Estimate the distance in both travel time and
travel cost
Identify the potential target markets
geographically by locating the population clusters
w/in the maximum distance
Identify the actual and potential competitions in
the target market
Strategic Marketing Process
Target Market
Behavioral Characteristics
Research can determine the behavioral
target markets that would best suited for
the particular product and match the
attractions w/ those who are most likely to
enjoy
Target Market
Selecting a Marketing Strategy
Identifying the market segment
Determining the preferences of the market
segment
Determine what influences the segment most
Realizing the importance of two clients travel
agent and tour operator
Determine the marketing mix that will influence
the segment identified
Establishing a price policy that will maximize
profits by balancing the number of tourists w/ the
capacity of attraction
Marketing Mix
Product
Transportation
Accommodation
F & B
Sightseeing
Entertainment
Souvenirs
Price supply and demand
It is influenced buy competition
It is related to the needs of the market segment that is
served

Strategic Marketing Process
Marketing Mix
Product
Heavy demand for the product
New products and services should suit the general image
of the destination area and complement the existing one
New products and services should be offered in
accordance w/ available supply of manpower, money and
natural resources
Any added product and service should contribute to the
profit and/or growth of the entire destination.
Strategic Marketing Process