TOPIC 12

TOURISM MARKETING

Sampang, Trisha Camille

Salas, Sabel
Sinang, Christille Raisa
Quejada, Bryan

Tourism Marketing
Tourism marketing is the collective name given to the various marketing
strategies used by businesses with the tourism industry This includes, for
example, hotels and other forms of accommodation, along with airlines, car rental
services, restaurants, entertainment venues, travel agents and tour operators.
The purpose behind tourism marketing is to promote the business, make it stand
out from rivals, attract customers, and generate brand awareness. Many modern
tourism marketing strategies make use of the internet, with websites, online
adverts, email and social media platforms often playing a key role.
Tourism promotes (advertises) your city/country and helps raise money for your
city, by tourists spending money to site-see, buy food, purchase gifts or stay in
lodgings. Tourism also provides jobs for people. People are needed to
provide tourists all that food, drink, transportation, gifts, souvenirs and lodging.

There are various methods that are applied for tourism marketing 
1) Location marketing
In this type of marketing, the main focus of tourism marketing in one bringing the
attention of the people to a specific location.
2) Activity marketing
 This type of tourism is carried out keeping in mind both the location and the
activities that are performed in such places.  This type of marketing usually keeps
in mind the travelers who are adventure lovers or activity freaks.
3) Corporate marketing
This is quite an interesting approach to tourism marketing. Now it has been found
that a large number of people working in corporate sectors have to travel to
different places to attend a conference or a meeting.

According to Kotler, ” Marketing is a social and managerial process by which

consumers obtain what they need and want through creating and exchanging
product services and values with other.” He has emphasized more on wants,
needs, satisfaction, demand, and marketers.
According to the British Chartered Institute of Marketing, ” It is the management
process responsible for the identification, anticipating, assessing and satisfying
the customer’s client’s requirements profitable.”
According to Paynter (1993), ” tour marketing is a systematic process consisting
of marketing objective, strategies, schedules, marketing media, focused on the
specific market segment and based on a substantial return on investment.”

Marketing Mix of Tourism

• Tourism product that will be offered and the factors that compose it;
• Place of distribution; how the product/service will get to the client;
• Sale Price of the product and pricing policy to be applied;
• Promotion to inform the potential consumers about the product and its
qualities;

What is Market Orientation?

Market orientation is a business approach wherein the processes of product
development and creation are focused on satisfying the needs of consumers. It is
a type of marketing orientation technique that designs products with qualities
that consumers want, which is completely different from the conventional
marketing approach.
The different types of marketing orientation are as follows:
1. Sales orientation
2. Market orientation
3. Production orientation
4. Societal orientation

Examples of Market-Oriented Companies

Amazon consistently changes the virtual marketplace and adds features to
address the concerns expressed by consumers. One such feature is the rating and
review system introduced by the online retailer to boost credibility.
The company launched Amazon Prime to address issues with delivery charges. In
addition, it created the Amazon Locker, which is a self-pickup service for
consumers who may not be present in the shipping address indicated at the time
of delivery.
Coca-Cola performs extensive research to come up with new flavors for its
consumers. For users who are worried about sugar content, the company
launched the zero-calorie Diet Coke and undertook several acquisitions of
“healthy” brands, such as Dasani, etc.

Uniqueness of Tourism Marketing

• Because it is a service product, the tour package marketing differs from that
of other items. An ethereal experience, as well as an interactive experiential
experience, is marketed instead of physical items. Tour package management is
inextricably linked to service and quality management.
• The trip package market is highly cyclical and seasonal. For both the trip
operator and the visitor, a single bad bed experience can tarnish the entire
package's image. A tour package is a collection of several service components
such as lodging, food, transportation, and leisure activities.
Tour Marketing Planning
• A tour marketing plan is a structured guide for carrying out marketing
operations. It provides a common structure and focuses on all the company's
management activities. A marketing plan provides a clear direction for marketing
operations and coordinates the resources of the organization to eliminate
confusion and misunderstanding and achieve cooperation. The purposes of a
marketing plan include identifying different market segments and setting
targets/goals, as well as identifying the organization's strengths and weaknesses.

Market segmentation
Market segmentation is the practice of dividing your target market into
approachable groups. Market segmentation creates subsets of a market based on
demographics, needs, priorities, common interests, and other psychographic or
behavioural criteria used to better understand the target audience.

By understanding your market segments, you can leverage this targeting in

product, sales, and marketing strategies. Market segments can power your
product development cycles by informing how you create product offerings for
different segments like men vs. women or high income vs. low income.

PRODUCT LIFE CYCLE

What Is a Product Life Cycle?
The term product life cycle refers to the length of time a product is introduced to
consumers into the market until it's removed from the shelves. This concept is
used by management and by marketing professionals as a factor in deciding when
it is appropriate to increase advertising, reduce prices, expand to new markets, or
redesign packaging. The process of strategizing ways to continuously support and
maintain a product is called product life cycle management.

How Product Life Cycles Work

Products, like people, have life cycles. A product begins with an idea, and within
the confines of modern business, it isn't likely to go further until it undergoes
research and development (R&D) and is found to be feasible and potentially
profitable. At that point, the product is produced, marketed, and rolled out.

Stages In Life Cycle of a Product

Introduction: This phase generally includes a substantial investment in advertising
and a marketing campaign focused on making consumers aware of the product
and its benefits.
Growth: If the product is successful, it then moves to the growth stage. This is
characterized by growing demand, an increase in production, and expansion in its
availability.
Maturity: This is the most profitable stage, while the costs of producing and
marketing decline.
Decline: A product takes on increased competition as other companies emulate
its success—sometimes with enhancements or lower prices. The product may lose
market share and begin its decline.

Many of the most successful products on earth are suspended in the mature
stage for as long as possible, undergoing minor updates and redesigns to keep
them differentiated.

Marketing process
The marketing process of any company can make or break its brand positioning as
well as customer loyalty. It is the strategic process which provides guidelines for
the overall marketing process and assures that the right audiences are being
targeted along with monitoring the objectives and goals of the business. The
process provides an actionable way for measuring the status as well as the
success of initiatives.

Strategic marketing can be explained as a process of planning to develop and to

implement operations so as to attain a competitive edge in a particular niche. This
process is very important for outlining and simplifying the goals and objectives of
a company and how they can be achieved. Businesses which want to secure a
particular share in the market should assure that their mission is clearly identified,
should survey the situation of the industry, define specific objectives and develop,
implement as well as evaluate the plan which guarantees that customers are
provided with products that they need and when they need it.

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