Tourism Marketing "enables a country to invite guests spanning across

different cultures, traditions, customs, countries to visit their

country, to enjoy their rich culture, heritage, places sculptures,
cuisines, hospitality, entertainment, arts and architectures, by
creating exiting experience through leisure and entertainment for
commercial".
---- A M Sakkthivel
Tourism industry is the largest employment generator of the world. This
is the only industry which requires less or no investment, yet generates
billions of foreign exchange to the country's exchequer. Many small
nations viz. Singapore, Srilanka, Malaysia, Thailand etc. woo millions
of foreign tourists and bag billions of foreign exchange. India, albeit,
the country houses rich tourism locations, yet, figured in the bottom of
the rank table in wooing foreign tourists. Considering the above facts,
the marketing of tourism plays a vital role in any country's agenda.
Tourism proved to be world's biggest industry, generates massive
employment opportunities and revenues as well. It is unlike, other
marketing concepts, it needs a well-planned integrated approach,
because, it is marketing of a country. Positioning and promotion are
twin eyes, which are to be emphasized more, in the minds of
international population. It is integrated with leisure, entertainment,
transportation, communication and all service sectors. Traditionally,
the job is usually done by a Government to promote the country.
The whole process has to be revitalized and a full-fledged marketing
process to be undertaken. The same old STP (Segmentation, Targeting, and
Positioning) Process can well be used in this marketing.
It is a hybrid of services/products marketing. It is a marketing of
nation.
STP Process
Tourism Marketing

Segmentation Process
1. Segment the Potential countries
2. Segmentation of the tourists from the countries
a. Developed Countries
b. Developing Countries
c. Under Developed Countries
3. Segment the visitors in SEC (Socio-Economic Category) and their
nature of visits
a. Under SEC
i. Upper class
j. Middle class
k. Lowe class

b. Under Nature of visit

i. Business executives
j. Leisure travelers
k. The delegate
l. Religious travelers,
m. NRI visiting homes
n. Fans for sports
o. International air line crews
p. International ship carrier crews
q. Heritage travelers
r. Travelers for arts & architecture
s. Travelers for Mountain sports
t. Travelers for Wild life camps, bird sanctuaries
u. Beach strollers
v. Interest groups etc.
4. Segment the locations according to the above the segmentation of
travelers
Targeting Process
1. Classify the locations according to the visitors requirements
2. Select the target group of visitors
3. Focus the target group of visitors with the USPs' of locations
Positioning Process
1. Develop USP (Unique Selling Proposition) for all tourism
locations
a. Mountain sports
b. Wild life camps
c. Heritage place
d. Sprawling beaches
e. Arts & Architecture etc
2. Design proper strategic plan to promote the locations among
domestic and foreign tourists
The Marketing of tourism may be classified in to two broad categories
1. Targeting International visitors
2. Targeting Domestic visitors
The former brings massive foreign exchange and latter helps the equal
distribution of their disposal income to imbalanced sectors. Since, it is
a integrated marketing, various industries have bearings n and from
Tourism Marketing. It is a coherent, collective approach. The public and
private sector participation is required for the success of this
marketing. So far, the efforts of the Government proved to be not very
fruitful, this lucrative industry can be privatized for better promotion
and growth. First, we shall classify the players/participants of tourism
marketing.
International/Domestic Airlines
Local Transportation
i. Rail Transport
ii. Road Transport
iii. MRTS (Mass Rapid Transit Systems
in Major cities)

iv. Inland Water Transport, if any

Hotels/Resorts/Restaurants
Government i.e. to provide safety, taxation policies, visas
Health Industry i.e. to ensure the hygiene requirements
International and Domestic travel agents
Ministry of Tourism, ITDC, STDCs ie Industry watch dogs
International and Domestic promotional organizations (Private sector ,
Sector-wise, State-wise)
Unemployed educated youths i.e. to be trained to set up Tourism
guide/information stations