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

International ship carrier crews q. The delegate l. Beach strollers v. Arts & Architecture etc . Select the target group of visitors 3. Segment the locations according to the above the segmentation of travelers Targeting Process 1. International air line crews p. Classify the locations according to the visitors requirements 2. 4. Travelers for arts & architecture s. Wild life camps c.i. Lowe class b. Religious travelers. Fans for sports o. Travelers for Wild life camps. Business executives j. m. Travelers for Mountain sports t. Leisure travelers k. Heritage travelers r. Under Nature of visit i. Middle class k. Heritage place d. Upper class j. NRI visiting homes n. Focus the target group of visitors with the USPs' of locations Positioning Process 1. Interest groups etc. Mountain sports b. Sprawling beaches e. bird sanctuaries u. Develop USP (Unique Selling Proposition) for all tourism locations a.

Targeting International visitors 2. Rail Transport ii. MRTS (Mass Rapid Transit Systems in Major cities) iv. The public and private sector participation is required for the success of this marketing. if any Hotels/Resorts/Restaurants Government i. taxation policies. STDCs ie Industry watch dogs International and Domestic promotional organizations (Private sector . State-wise) Unemployed educated youths i.e. it is a integrated marketing.e.2. collective approach. Sector-wise. Road Transport iii. the efforts of the Government proved to be not very fruitful. various industries have bearings n and from Tourism Marketing. First. to be trained to set up Tourism guide/information stations . this lucrative industry can be privatized for better promotion and growth. International/Domestic Airlines Local Transportation i. So far. ITDC. to ensure the hygiene requirements International and Domestic travel agents Ministry of Tourism.e. Inland Water Transport. we shall classify the players/participants of tourism marketing. to provide safety. Targeting Domestic visitors The former brings massive foreign exchange and latter helps the equal distribution of their disposal income to imbalanced sectors. It is a coherent. 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. visas Health Industry i. Since.

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