Unit 2:

Marketing In Tourism
Specific Objectives
1. Define the term Market Research.
2. Identify different types of market research.
3. Discuss the different types of market research methods.
4. Discuss the different sources of data collection used in market research.
5. Explain the market research process
What is Market Research?

Marketing research involves collecting, organising, analysing and

communicating information that can be used in order to make an
informed marketing decision.
Marketing research is the systematic gathering, recording and
analyzing of data about problems relating to the marketing of goods
and services.
Market research will give you the data you need to identify and
reach your target market at a price customers are willing to pay.
 Types of Marketing Research

Exploratory research is the initial research into a hypothetical or

theoretical idea. This type of research isn't about making final
conclusions, but rather gathering general information about a topic.
Often in marketing terms, exploratory research is used at the start of a
marketing plan or long-term business strategy to see if an idea is viable
in any way. Informal approaches can be used for exploratory research.
Typical sources are casual conversations with customers or company
stakeholders. A survey conducted among current customers about future
product ideas is also exploring the concept of new services or goods.
Exploratory research in marketing is constantly being conducted by
companies as ideas, concepts, and innovations come to light. As an
idea takes shape, other forms of research get conducted. A company
often chooses a path to growth because of exploratory research.
Types of Marketing Research Cont’d

Descriptive research attempts to explore and explain

information often discovered through exploratory research.
When it comes to a company, this could relate to a business
purchase, a product type, a service offering, or any other part
of the organizational structure pertaining to marketing.
Descriptive research is the most commonly used form in
marketing.
Types of Marketing Research Cont’d

In terms of marketing, focus groups are a descriptive

research option because the purpose of these groups is
simply to get more information about a set topic, like a
product launch. Some of the marketing questions answered
by descriptive research include:
● What are the pain points for our product use?
● What do users like about our product?
● What is a fair price point for a product or service?
● Does a product appeal to a certain target market?
● What features are most desirable in a set of offerings?
Types of Marketing Research Cont’d

When companies want to establish a cause and effect relationship

among two or more variables, they use causal research methods.
Similar to descriptive research, causal research is quantifiable. But
instead of merely reporting on a situation, causal research methods
use experiments to predict and test theories about a company’s
products and marketing efforts. Researchers manipulate chosen
variables with the hope that a certain effect will result.
Types of Marketing Research Cont’d

For instance, a business might devise an experiment to see what

would happen to sales if their product’s packaging was changed or
if their advertisements were altered in some way. Although causal
research can be informative, basing any action on its results should
be tempered by conclusions drawn from other types of research, as
it is very hard to isolate and verify any one variable’s ability to
cause any given effect.
Types of Marketing Research Methods

Qualitative research is where you seek an understanding of why

things are a certain way. For example, a researcher may stop a
shopper and ask them why they bought a particular product or
brand.

Quantitative research refers to measuring market phenomena in a

numerical sense, such as when a bank asks consumers to rate their
service on a scale of one to ten.
Types of Marketing Research Methods Cont’d

Sometimes, both the quantitative and the qualitative methods are

used to collect data.
Sources of Data Collection

There are two sources of market research where data may be obtained:
1. Primary research - involves collecting information from sources
directly by conducting interviews and surveys, and by talking to
customers and established businesses.
2. Secondary research - involves collecting information from sources
where the primary research has already been conducted. Such
information includes industry statistics, market research reports,
newspaper articles, etc.
The Market Research Process

The process includes the following steps in tourism:

1. Define the problem and research objectives.
2. Developing the research plan.
3. Implementing the research plan.
4. Interpreting and reporting data
Define the Problem and Research Objectives

In this stage you need to identify the actual problems that are
relating to the apparent symptoms.
• What information is needed in order to solve the problem?
• For example, poor sales within a business are not the problem,
they are the symptom of a larger issue such as a weak marketing
strategy.
Define the Problem and Research Objectives Cont’d

After the problem has been defined carefully, the manager and researcher
must set the research objectives. A marketing research project might have
one of three types of objectives.
● The objective of exploratory research is to gather preliminary
information that will help define the problem and suggest hypotheses.
● The objective of descriptive research is to describe things such as the
market potential for a product or the demographics and attitudes of
consumers who buy the product.
● The objective of causal research is to test hypotheses about
cause-and-effect relationships.
Define the Problem and Research Objectives Cont’d

For example, would a 10 percent decrease in tuition at a private

college result in an enrollment increase sufficient to offset the
reduced tuition? Managers often start with exploratory research and
later follow with descriptive or causal research.
Developing the Research Plan
A market research plan should provide a thorough examination of how your
product or service will fare in a defined area. It should include:

1. An examination of the current marketplace and an analysis of the need for

your product or service
2. An assessment of the competition
3. Data about customers
4. The direction for your marketing in the upcoming year
5. Goals to be met
Implementing the Research Plan

Put your final solution into practice.

Without completing this step your research could potentially
have been a waste of your time and resources.
Interpreting and Reporting the Findings

You must attach meaning to the data you have collected during your
market research to make sense of it and to develop alternative
solutions that could potentially solve your business problem.
You should determine how the knowledge you have gained through
researching your market can be applied and used to develop
effective business strategies.
With the alternatives you have developed to solve your
problem in mind, perform a cost- benefit analysis of each
alternative keeping in mind the potentially limited resources
available to your business.
You may also need to perform further investigation into each
alternative solution to arrive at the best decision for your
business in regards to meeting consumer demands.
Specific Objectives

1. Identify destination pull factors.

2. Examine the destination pull factors in the destination
component of the tourism system.
3. Discuss three considerations for destination pull factors.
Destination Pull Factors

1. Branding
2. Image
3. Cultural such as food, Music and Art
4. Sport Icons
5. Heritage
Destination Pull Factors Cont’d
Branding

“A brand is a name, term, design, symbol, or any other feature that identifies one
seller’s good or service as distinct from those of other sellers” (American
Marketing Association).

“Branding is endowing products and services with the power of a brand” (Kotler &
Keller, 2015)

Branding is the process of giving a meaning to specific organization, company,

products or services by creating and shaping a brand in consumers’ minds. It is a
strategy designed by organizations to help people to quickly identify and
experience their brand, and give them a reason to choose their products over the
competition’s, by clarifying what this particular brand is and is not.
Destination Pull Factors Cont’d
Branding Cont’d
The objective is to attract and retain loyal customers and other stakeholders by delivering a
product that is always aligned with what the brand promises.
Branding appeals to customers and stakeholders alike. Branding may be achieved through
any of or a combination of the following strategies.
● Brand definition: purpose, values, promise
● Brand positioning statement
● Brand identity: name, tone of voice, visual identity design (which includes the logo
design, color palette, typographies…)
● Advertising and communications: TV, radio, magazines, outdoor ads, website,
mobile apps…
Destination Pull Factors Cont’d
Branding Cont’d

● Sponsoring and partnerships

● Product and packaging design
● In-store experience
● Workspace experience and management style
● Customer service
● Pricing strategy
Destination Pull Factors Cont’d
Branding Cont’d

● KFC – “We Do Chicken Right”

● Nike – “Just Do It”

● Burger King – “Have it Your Way”

● Southwest Airlines – “Wanna Get Away?”

● Aflac – Duck mascot and voice

● Energizer – Bunny toy with drum mascot

● Geico – Gekko mascot with British accent

Destination Pull Factors Cont’d

Image
The perception people have of your business when they hear your company name. A
business's image is composed of an infinite variety of facts, events, personal histories,
advertising and goals that work together to make an impression on the public.

https://www.entrepreneur.com/encyclopedia/image
Destination Pull Factors Cont’d

Image Cont’d
Using images in marketing to connect and engage with an audience
is nothing new. Via the medium of storytelling, propaganda or
advertising, humans have used images to illustrate a point for
thousands of years. A strong image can speak a thousand words.
Images communicate thought and emotion whilst communicating a
narrative in a way which words on their own can sometimes lack.
Destination Pull Factors Cont’d

Image Cont’d
Types of Marketing Images
1. Product Images
2. Lifestyle Images
Consumers like to purchase products that they can envisage using and enjoying
themselves, for this reason lifestyle images featuring people work well to evoke a
powerful image. An image of a human face can evoke trust, especially in an
e-commerce culture where faceless interactions are lacking.
Destination Pull Factors Cont’d
Image Cont’d
3. “INSIDE YOUR BUSINESS” IMAGES
Is your business involved in your local community? Do you have a unique culture,
quirky habit or business “mascot” such as the owner’s beloved pet that customers love?
Images which bring a business to life are an amazingly simple way to give your brand a
personality and encourage users to interact and build a relationship with you. Helping to
differentiate your company from faceless competitors with interesting images which
perpetuate your company narrative is a proven technique which can be employed across
your social media, blogs and website to help your company shine.
Destination Pull Factors Cont’d

Image Cont’d
4. Infographic
An infographic is an illustrated image that demonstrates a concept or delivers
information and statistics visually. Infographics are very popular on sites like
Twitter, Facebook, Pinterest, and blogs. They can position your company as the
‘expert’, as well as giving users a reason to share. Infographics break down
information into digestible images which make the content easy and fun to
interpret.
Destination Pull Factors Cont’d

Image Cont’d
5. Memes
Memes are a hugely popular way of sharing content online. The
definition of a meme is “a humorous image, video, piece of text, etc. that
is copied (often with slight variations) and spread rapidly by Internet
users”. The key to an effective meme for your business is finding the
right image to use and coming up with a slogan which translates an
idea/product/vision that you wish to promote as a business. Before just
creating memes willynilly it’s important to consider the aim, the meaning
and the goal of your meme.
Destination Pull Factors Cont’d
Image Cont’d
6. STOCK IMAGES
There is an abundance of stock images available online. Stock imagery has its
place and presents a good option if your budget and resources are limited.
However, stock images are seldom a worthy replacement for a custom photo
shoot. Using stock images can make your brand look dry and contrived. Buying
images ‘off the peg’ gives the risk of your brand being represented by images
which have been used before by other companies. Your images won’t be unique
which means you will have no brand identity as stock images often look
cliched.
Destination Pull Factors Cont’d

Cultural Pull Factors

These include items such
as food, music, fashion,
and art.
Destination Pull Factors Cont’d

Sports Icon
Icons are persons or things
regarded as a representative
symbol or as worthy of
veneration.
Destination Pull Factors Cont’d

Heritage Pull Factors

These are details of a country
and how people lived in the
past. It makes reference to
revolutions, ruins from a major
disaster, abandoned buildings
that hold much information
about the way of life of people
from our past.
Destination Pull Factors Considerations

1. Intellectual Properties
2. Public and Private Sectors
3. Communities and other stakeholders
Destination Pull Factors Considerations Cont’d
Intellectual Property

Intellectual Property refers to original creations of the mind such as poetry,

choreography, jewellery designs, business signs, and inventions.
These original expressions are recognised as items of value and worthy of protection
through Intellectual Property Rights (IPRs’).
Similar to rights given to proprietors of traditional forms of tangible property (e.g.
land, house), creators and innovators are owners of their creative works and have
exclusive control over the exploitation of their works for the period of time prescribed
by law.
There are different types of IP which apply based on the nature of the creative
expression, however, it is possible for a single work to be protected concurrently by
more than one type of IP.
Destination Pull Factors Considerations Cont’d

Intellectual Property is divided into two main categories:

1. Industrial Property covering industrial designs, trademarks,
geographical indications, and patents.
2. Copyright and Related Rights.

A third subject-area currently under discussion and development is

the protection of Traditional Knowledge, Traditional Cultural
Expressions and Genetic Resources.
Destination Pull Factors Considerations Cont’d
Destination Pull Factors Considerations Cont’d
The protection of Intellectual Property Rights is important to:
(i) acknowledge and appreciate the creative expression of the human imagination,
(ii) empower creative persons to earn an equitable remuneration from the use of their talents,
(iii) encourage investment in further innovation and new creations which in turn benefit the
general society.
Destination Pull Factors Considerations Cont’d

'An efficient and equitable intellectual property system

can help all countries realise IP’s potential as a
powerful tool for economic development and social and
cultural well-being. The intellectual property system
helps strike a balance between the interests of the
innovator and the public interest, providing an
environment in which creativity and invention can
flourish, to the benefit of all.’

https://www.jipo.gov.jm/node/81
Destination Pull Factors Considerations Cont’d

Public and Private Sectors

Public sector organisations are owned, controlled and managed by
the government or other state-run bodies. Private sector
organisations are owned, controlled and managed by individuals,
groups or business entities.
Destination Pull Factors Considerations Cont’d

Public and Private Sectors

Most travel and tourism businesses belong to the private sector. The
main objective of private sector organisations is to make profit.
Tourism is said to be the world's largest employer. Examples of
private owned businesses in Jamaica include:
1. Sandals
2. Holiday Inn
3. Hyatt
Destination Pull Factors Considerations Cont’d
Public and Private Sectors Cont’d
Public sector organisations are funded by the national and local government. The aim of
the public sector is to educate, inform and provide a service to its customers.
Some examples of Public sector organisations are:
1.) Museums
2.) Visitor information Centres
3.) National gallery
4.) Regional development organisations
Destination Pull Factors Considerations Cont’d

Communities and other stakeholders

These are persons who have a general interest in tourism products that act as
pull factors of visitors to communities. They help to guard the environment
and cultural practices of the local promoting sustainability and longevity of
the destination pull factor.
Stakeholders also ensure that different infrastructures are put in place to
support both local and visitors alike. Economic possibilities are made
available for community members too. This is one way of ensuring a feeling
of equity between major stakeholders/ shareholders and the locals.
Specific Objectives the marketing mix is a combination of products controlled by a company to influence
consumers to purchase their product

1. Define the Marketing Mix in Tourism.

2. Identify the four Ps in the Marketing Mix Product, promotion, price, place
3. Outline steps in Tourism Development Product Process
create product idea- conceptualising the vision of the product you want to produce

market research- researching the current market for opportunities in the ecconomy such as variable market segments and their requireents
alongwith past and current market data and tourism trends.

math the market to the product- seeing which nieche market your product caters for. Of the various market segments the product should fully
satisfy the needs of consumers in a specific market segment.

conduct product analysis- this involves identifying potential consumers likes and dislikes about the product before releasing it on the market
such that is can be improved in order to maximise your consumers satisfaction

assess the destination- satisfying the necessities of the tourism product being accessible to consumers, attractive, taking into consideration
its ammenities, and accomodation

build the product- assembling the product using required assets and interveiwing of aptitude to make officies, enhancements and services.

provide human, financial and technical resources- giving staff and innovators the goal to cater for the reqirements of tourists in a proficient
manner