Chapter

Introduction : Tourism Marketing

Jennifer Li
1
NATURAL
SWEETENER
& FLAVOR

What attracts you to

visit a place?

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 2

旅游学概论

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 3

 Chapter Objectives
1. Define the role of marketing and discuss its
core concepts

2. Understand the changes in marketing

management philosophy
旅游学概论

3.Distinguish between marketing and sales

4. Understand the role of tourism marketing

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 4
NATURAL
SWEETENER
& FLAVOR

What is Marketing?

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 5

Marketing is the social process by which
individuals and organizations obtain what
they need
NATURAL and want through creating and
SWEETENER
exchanging
& FLAVOR value with others.

The process by which companies create

value for customers and build strong
customer relationships in order to capture
value from customers in return.
Kotler and Armstrong (2010)
Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 6
Marketing is the management process for
NATURAL
SWEETENER
& FLAVOR
identifying, anticipating and satisfying
customer requirements profitably.

The Chartered Institute of Marketing (CIM)

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 7

Marketing is the activity, set of institutions,
and processes
NATURAL
SWEETENER for creating, communicating,
& FLAVOR
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large.

American Marketing Association（2013）

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 8

In summary:
NATURAL
SWEETENER
--a process
& FLAVOR

--oriented by consumer demand

--create & exchange value
--build customer relationship
--achieve goals

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 9

Try to define by your understanding

NATURAL
SWEETENER
& FLAVOR

Tourism Marketing?

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 10

 NATURAL
SWEETENER
--oriented by tourism consumption demand
& FLAVOR

--create & exchange value

( travel products/service/experience…)

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 11

Marketing Process

NATURAL
SWEETENER
& FLAVOR

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 12

 Core Marketing Concepts

旅游学概论

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 13

• NeedsNATURAL
SWEETENER
& FLAVOR

• Wants

• Demands

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 14

Needs, Wants, and Demands

• Give examples to illustrate your

understanding
NATURAL
SWEETENER
of the three concepts
& FLAVOR

• Eg. Need to resolve thirst>want to drink->cola

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 15

Product

NATURAL
SWEETENER
• What are some travel
& FLAVOR

and tourism “products”

that you can list?

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 16

Value, Satisfaction, and Quality

•NATURAL
Value VS Customer value
SWEETENER
& FLAVOR

• Customer satisfaction
->perceived value vs expectation

• Quality
->features & characteristics
Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 17
Exchange, Transactions, and Relationship Marketing

• Exchange
NATURAL
SWEETENER
& FLAVOR

• Transaction
->trade of values

• Relationship marketing
• ->CRM, PRM, CLV
Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 18
Markets

NATURAL
SWEETENER
actual buyers
& FLAVOR

potential buyers

A Market 19

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved

Tourism Markets

+ the ability to
NATURAL
SWEETENER pay for tourism
& FLAVOR actual buyers
products

potential buyers

A Market
Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 20
Classification of the tourism market

Criteria
NATURAL
SWEETENER
• Border
& FLAVOR

• Area
• Age
• Financial ability
• Types of tourism activities
• Tourist season Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 21
NATURAL
SWEETENER
& FLAVOR

Marketing management

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 22

Marketing Management Philosophies

• Manufacturing-oriented
Enterprise • Product-oriented
Orientation
& FLAVOR • Selling-oriented
Customer
Orientation • Marketing-oriented
Long-term interest • Societal Marketing-oriented
orientation& FLAVOR
Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 23
NATURAL
SWEETENER
& FLAVOR

Marketing vs Sales

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 24

Marketing or Sales ?

NATURAL
1. A travel agency staff introduces travel
SWEETENER
& FLAVOR

products to potential customers

2. Advertise tourist attractions on TV
3. Send travel brochures to potential customers

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 25

NATURAL
SWEETENER
& FLAVOR

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 26

Case Study

NATURAL
SWEETENER
& FLAVOR

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 27

As the guest’s taxi pulled away, Roy Dyment, a doorman at
Toronto’s Four Seasons, noticed the guest’s brief case still
sitting near the entrance to the hotel. Dyment phoned the guest
in Washington,
NATURAL D.C., to let him know that he had found the
SWEETENER
briefcase. He& FLAVORlearned that the briefcase contained key
documents for an important meeting in the morning. Dyment
knew one sure way of getting the briefcase to Washington
before the morning meeting— take it himself. He caught a
plane and delivered the briefcase. His first concern was taking
care of the guest. He didn’t worry about getting his boss’s
approval. Upon his return, instead of getting reprimanded or
terminated, he was made employee of the year.
Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 28
NATURAL
SWEETENER
& FLAVOR

Customer Orientation

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 29

Tourism Marketing Philosophies

• Marketing
Tourist • Management
Orientation
• Information
• Strategy

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 30

Characteristics of Service Marketing

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 31

What characteristics are embodied?
1. A restaurant charges a fee for customers who
book dinner in advance but fail to arrive
2. A dish needs to be ordered by a customer before
it can be made and eaten.
3. A restaurant customer will not know how good
the meal is until after he or she has consumed it.
4. The tourists came to the same restaurant again.
The experience was good last time, but the dishes
did not taste good this time.
Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 32
Assignment

CASE STUDY-C1
NATURAL
SWEETENER
& FLAVOR

1. What is the marketing philosophy of this hotel?

2. From the perspective of marketing, why is Four

Seasons Hotel well-known in the world?

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 33

How to turn in your assignment/notes/test ?

1.Send your work to E-mail: 379324431@QQ.COM

2.Title:
Assignment +C1+name àwithin one week;
Notes + name àall notes in one E-mail, before Dec. 30

3.Format: word/pdf/taking photos

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 34

Recommended Readings

1. “Marketing_for_Hospitality_and_Tourism”
Page 7-18, 35-43
NATURAL
SWEETENER
& FLAVOR

2. 旅游市场营销（曲颖 第2版）
第一章，第二章

Confidential. Guilin Layn Natural Ingredients Corp. All Rights Reserved 35

THANK YOU

Jennifer Li
36