- increase sales, usage, profitability, market

share and customer base

Identify and explain why marketing
and promotion is important to travel
and tourism providers
- competitive advantage (expose the
providers to more customers)
- positive organisational and product image
- increase customer satisfaction, brand
loyalty and for repeat business

eg.
-MARKET RESEARCH - self completion questionnaires
TECHNIQUES- - telephone surveys
primary market research - internet surveys
- face to face interviews

-MARKET RESEARCH
internal info: sales records
TECHNIQUES-
external info: government report
secondary market research

Strength
-MARKET RESEARCH Weakness
(internal: within provider's ability to
TECHNIQUES-
control)
SWOT analysis Opportunities
(market analysis tools) Threats
(external: out of provider's control)

-MARKET RESEARCH Political

TECHNIQUES- Economical
PEST analysis Social
(market analysis tools) Technological
 -tangible: can be physically seen or
hold
-Homogeneous: can be standardize
PRODUCT -Separable: can be distinguish between
other product because of having
different features
-Storable: will last

-intangible: cannot be physically seen or

held
-Heterogeneous: cannot be standardize
SERVICE -Inseparable: not possible to separate
service and experience
-Instorable: cannot be transfer or use at
a later date

-launched
-period of intense marketing to raise
-PRODUCT LIFE CYCLE- awareness and attract customer
introduction stage loyalty
-limited volume of sales
-high cost of promotion

-demand rising steadily

-competitors working on coming up
substitute product
-PRODUCT LIFE CYCLE-
-sales volume increasing
growth stage -profitability increasing
(critical stage to the success of the
product)

-sales curve at its peak

-PRODUCT LIFE CYCLE- -still makes profit
maturity stage -strong competition
-needs to extend product marketing
 -number of sales falls sharply
-PRODUCT LIFE CYCLE- -decides whether to discard or re-
decline stage launch the product
-costly stage

newly launched in competitive marker

low price set
- to win large customer base, generate sale
-PRICING POLICIES- volume quickly
market penetration - after market established, adopts different
pricing policy
- which price increase but without losing
customer loyalty

new product, low competition

can charge a high price
-PRICING POLICIES-
-when market has adopted the
Market skimming
product = market skimmed
-so it force the price down

when product sales not sufficient or

-PRICING POLICIES- close to expiry
discount pricing providers offers discount on the og
price

price setting through variability of

the demand:
-PRICING POLICIES- -seasonal pricing (peak season high,
variable pricing low season low..)
-customer type (student, children
under 12, grey market discount)

-PRICING POLICIES-
going rate,competitive pricing
-PRICING POLICIES-
premium pricing
factors influence determining
pricing polices
Place as marketing mix
(factors influence selection of a
location for travel and tourism
facilities)
Promotion as marketing mix
(main methods of promotion)
when there are many similar product
and many competitors
price are set at similar range
-preventing customer attract to
other competitors
high price with high quailty
1. Fixed and variable cost
2. Profitability
3. Subsides
4. Taxation (higher set price = high tax from gov.)
5. competitors' price
6. customer's expectation
7. seasonality
8. economic factor and condition (economic
recession?)
1. cost
2. character and feature of area (political stability, crime rate,
whether is near its purpose/destination, living costs and
standards)
3. local and transient population
- workforce and potential customer base
4. adjacent facilities
- linked tourism facilities, cafe, accomodations
5. availability of staff
- local workforce for multiplier effect
-unskilled or skilled workforce position
1. advertising
-posters, magazine, cinema, newspaper, leaflets, internet, social medias, billboards
2. point of sale displays
-leaflets in reception
3. direct marketing
- contact with existing or potential customer via email, telephone
-enable to target at specific target segment
4. sales promotions
- coupons, vouchers, special offers, incentive
5. internet/social media
-wider customer base can be reach out to
-on website of the providers
6. trade promotions
- tourism trade, exhibition
 1. costs
-make sure it is the most cost-effective
-fits available budget
2. have a target segment
HOW TO CHOOSE - effective 3. at the right timing
promotional materials 4. have a positive brand image
- easily identify logo, slogan
5. AIDA principles
-attention, interest, desire, action

Attention
-bold fonts/headline to grab reader's attention

Interest
-photographs, illustrations to create interest, clear pricing info

AIDA PRINCIPLES Desire

-use emotive language to make customers want to be there (beautiful,
amazing)

Action
-provide contact details, phone numbers, email, address, website details
-so customer has access to the product