TOURISM MARKETING

MANAGEMENT
An Overview

INTRODUCTION
In the middle ages people were tourists
because of their religion, whereas now
they are tourists because tourism is
their religion.
Dr. Robert Runcie
Marketing is merely a civilized form of
warfare in which most battles are won
with words, ideas, and disciplined
thinking.
A. W. Emery

Tourism Trend
Increase leisure time
Expansion of new middle class
More and better air transportation
Improvement in communications
technology
Better marketing techniques
Better education
Growing need and desire to travel
Herman Khan (futurist)

Future Tourists (Poon,

1993)
More experience-more demanding
Detailed research
Risk taker
Independent tourists
Environmentally sensitive
Go native
3 S and/or culture/heritage
Several holiday a year/short
breaks
Destination oriented

International Tourism
Prospect
REGION

Tourist Arrivals (million)

1995

Europe

2020

World Market
Share (%)
1995

2020

1.006. 1561.1
4

3.0

59.8

45.9

81.4

195.2

397.2

6.5

14.4

25.4

108.9

190.4

282.3

3.9

19.3

18.1

Africa

20.2

47.0

77.3

5.5

3.6

5.0

Middle East

12.4

35.9

68.5

7.1

2.2

4.4

4.2

10.6

18.8

6.2

0.7

1.2

464.1
101.3

790.9
215.5

1183.
3
377.9

3.8
5.4

82.1
17.9

75.8
24.2

East AsiaPacific
Americas

South Asia
Intraregional
Long-Haul

338.4

2010

Average
Annual
Growth
Rate (%)

Sumber : WTO, 2003

Definition
Marketing is a societal process by which
individuals and groups obtain what they
needs and wants through creating,
offering, and freely exchanging products
and services of value with others
Marketing management is the process of
planning and executing the conception, pricing,
promotion, and distribution of ideas, goods,
services to create exchanges, that satisfy
individual and organizational goals.
(P.
Kotler)

Tourism Marketing
The systematic and coordinated
adaptation of the policy of tourist
enterprises as well as the tourist policy
of the state, on local, regional, national
and international levels, to achieve an
optimal satisfaction of the needs of
certain determined groups of
consumers along with reaching an
appropriate profit. J. Krippendorf

The management process through

which the national tourist
organizations and /or tourist
enterprises identify their selected
tourist, actual and potential,
communicate with them to
ascertain and influence their
wishes, needs, motivations, like
and dislikes, on local, regional,
national and international levels,
and to formulate and adapt their
tourist products accordingly in

Company Orientation Toward

the Marketplace
1. Production Concept
Products that are widely available
Inexpensive
2. Product Concept
Products that offer the most
quality
Continuously improved

3. Selling Concept
Aggressive selling and
Promotional effort
4. Marketing Concept
Being more effective than
competitors; in creating,
delivering, and communicating
customer
value to its chosen
target markets
Integrated marketing

5. Societal Marketing Concept

Determine needs, wants and
interests of target markets
Deliver satisfactions more
effectively and efficiently than
competitors
In a way that preserves or
enhances the customers and
the society

6. Customer Concept
Individual customer
One-to-one marketing and
value chain
Customer share, loyalty
and life time value
Customer relationship
marketing

Selling, Marketing and Customer

Concept
Concept

Starting
Point

Focus

Means

Ends

The Selling
Concept

Factory

Products

Selling and
promoting

Profits through
sales volume

The
Marketing
Concept
The
Customer
Concept

Target
market

Customer
needs

Integrated
marketing

Individual
customer

Customer
needs and
values

One-to-one
marketing
integration
and value
chain

Profits through
customer
satisfaction
Profitable
growth through
capturing
customer share,
loyalty, and
lifetime value

Holistic
Concept
Internal Marketing
(Marketing Dept,
Senior Management,
Other Depts.

Integrated Marketing
(Products and
Services,
Communications,
Channels)

Holistic
Marketing

Socially Responsible
Marketing
(Ethics, Environment,
Legal, Community)

Relationship
Marketing
(Customer/
Channels, Partners)

SERVICE MARKETING

Characteristics of Service;
Intangibility

Inseparability
Heterogeneity
Perishability
Ownership
(D. Cowell)

Specific Differences of
Hospitality and Travel Marketing
1.
2.
3.

Shorter exposure to services

More emotional buying appeals
Greater importance on
managing evidence;
(1) Physical evidence
(2) Price
(3) Communications
(4) Customers

4. Greater emphasis and

imagery
5. More variety and types of
distribution channels
6. More dependence on
complementary organizations
7. Easier copying of services
8. More emphasis on off-peak
promotion

Dimension of Service Marketing

Company

Internal
Marketing

Employee

External
Marketing

Interactive

Customer

Shift in Marketing
Management

1. From marketing does the marketing

to everyone does the marketing.
2. From organizing by product units to
organizing by customer segments.
3. From making everything to buying
more goods and services from
outside.
4. From using many suppliers to
working with fewer suppliers in a
partnership.

5. From relying on old market positions to

uncovering new ones.
6. From emphasizing tangible assets to
emphasizing intangible assets.
7. From building brands through advertising to
building brands through performance and
integrated communications.
8. From attracting customers through stores
and salespeople to making products
available online.
9. From selling to everyone to trying to be the
best firm serving well defined target
markets.

10.From focusing on profitable

transactions to focusing on customer
lifetime value.
11.From a focus on gaining market share
to a focus on building customer share.
12.From being local to being Glocal
both global and local.
13.From focusing on the financial
scorecard to focusing also on the
marketing scorecard.
14.From focusing on shareholders to
focusing on stakeholders.