Tourism is a service-based industry that has been a real income generatorand contributor to the GDP for most of the world. It is an activity that providestransportation, accommodation, meals, attractions, entertainment and otherservices for the potential tourist. In order for these services to become known,proper marketing needs to be done. Phillip Kotler defines marketing as a socialand managerial process by which individuals and groups obtain what they needand want through creating and exchanging products and value with others. Thisdeals with wants, needs, demands, satisfactions and marketers.
Marketing is defined by the CIM (Chartered Institute of Marketing) as, “themanagement process responsible for identifying, anticipating and satisfyingconsumers, profitably”.
Marketing is made up of three elements, which cometogether to form a marketing system:
The attitudes and decisions of visitors (demand) concerning the perceivedoffer of the destination – according to their needs, wants and desires2.The attitudes and decisions of organisations (supply) concerning theposition of their offer – in the context of the business environment theyface.
The way in which the mix is put together and communicated – before,during and after the visit/experience.
With tourism marketing, you are marketing a service that is intangible in nature.Instead of moving the product to the customer, the customer must travel to theproduct.
Phillip Kotler. General Marketing. Marketing Management. Prentice Hall. 2005
Dibb, S. et al. Marketing: Concepts and Strategies. Houghton Mifflin. 2001