Professional Documents
Culture Documents
• Customer expectation
• Customer perception
• Customer satisfaction
• Customer value
The evolution of marketing
concepts
• Production orientation
• Sales orientation
• Marketing orientation
• Personal marketing orientation
Production orientation
• Propelled by technology
• Tailor marketing programs to the
individual
• Mass customisation
• Customer relationship management
(CRM)
• Database marketing
What is marketing?
• Definitions of marketing
• Marketing mix
Definitions of marketing (1)
• Intangibility
• Inseparability
• Variability
• Perishability
Special features of travel and
tourism
• Seasonality
• Unclear ownership
• Interdependence
• Sensitivity to crises
• Fixed capacity
• Shorter exposure to services
• More emotional buying appeals
Special features of travel and
tourism
• Greater emphasis on stature and
imagery
• More variety and types of distribution
channels
• Easier copying of services
• Difficulty of differentiating tourism,
travel and hospitality services
The importance of tourism
marketing
• World economic development
• Consumer movement patterns
• Limited destination information before
trip
• Multiple service segments in tourism
• Marketing – everybody’s
responsibility
Destination marketing
organisations
• National tourism organisations
(NTOs)/ national tourism
administrations NTAs)
• International tourism organisations
• Inter- and intra-organisational
collaboration
NTOs/NTAs