TOURISM MARKETING

DEFINITION OF MARKETING
• THE PRODUCT AND OR SERVICE ITSELF
• THE METHODS OF DISTRIBUTION
• THE METHODS OF PRICING
• THE METHODS OF PROMOTION
• THE FORM OF SELLING
• THE FORM OF ADVERTISING
UNIQUENESS OF TOURISM MARKETING
• Tourism is a service. An intangible experience is being
sold, not a physical good that can be inspected before is
bought. For example, a consumer does not buy a bed or a
beach, but buys a night’s lodging in a hotel at the
seashore.
• The service provided is usually composed of several
components such as transportation, lodging, food and
beverage, attractions, activities etc. the degree of success
of anyone component influences the success of the other
components.
UNIQUENESS OF TOURISM MARKETING
• Travel intermediaries are a necessity. Because most
tourist services are located far from their potential
customers, specialized intermediaries are necessary to
bridge the gap between the producer and the tourists.
• The organizations that market tourism destinations
usually have a little control over the quality and quantity of
services.
• The guest’s satisfaction is a function of the staff providing
the service.
UNIQUENESS OF TOURISM MARKETING

• Tourism demand is highly elastic, seasonal in

nature and it is influenced by subjected factors
such as price and the physical attraction at the
destination.
• The intangible nature of tourism services means
that the visitor’s travel experiences exist only in
memory after the trip is over.
Marketing Orientation
• A product orientation emphasizes the product or
services that are available. It may be successful if there
is surplus of demand over supply. Thus, the destination
which offers the best product will get the tourist.

• “Build a better mousetrap, and the world will beat

a path to your door”
Marketing Orientation
• The next orientation is the societal-marketing approach
which focuses on the satisfaction of tourist needs and
wants while respecting the long-term interest of the
community.
Marketing Segmentation
• It is a universally accepted way of analyzing demand. It
is the grouping together of people with similar needs
and wants for the purpose of serving the market better.
 Four Assumption in Segmentation
• 1. the market for a product or service such as a vacation, is made up
of particular segments whose members have particular needs and
preferences related to the product or service being marketed.
• 2. these potential tourist can be grouped into segments whose
members have similar characteristics.
• 3. A single product offering such as a trip Baguio will appeal to some
segments of the market more than others.
• 4. some firms and organizations can improve their marketing effort
by developing specific products offering to reach specific segments
of the market.
Four Criteria in Market Segment
• 1. Socioeconomic
• 2. Product-related
• 3. Psychographic
• 4. Geographic
 Socioeconomic or Demographic
Segmentation
• Socioeconomic criteria are the most used at present due to the
ease of collecting data, the comparability of such information
through census as well as media data, and the fact that such
data is easy to understand and apply. Age and income are very
successful predictors of recreation participation.
Product-Related Segmentation
• A major advantage of product-related criteria is that the
information gained is directly related to the particular product in
question. A major defect in some studies is that the information
is acquired from the potential tourist that deals with general
attitudes about types of products and services rather than
specific products and services.
Psychographic Segmentation
• This segmentation technique, although expensive and difficult is
useful in describing segments. It can best be used in highly-
specialized and extensively-developed markets to supplement
the information gained from simpler analysis. Demographic
data may be likened to the bones of a skeleton while
psychographic data to the flesh. The bones form the basis of
the structure but it is only by covering the form with flesh that
the features become recognizable.
Geographic Segmentation
• It is used to identify primary, secondary and in some cases,
tertiary markets.
• State and national tourist offices use geographic segmentation
to determine the extent of their promotional efforts.
Product Life Cycle
• The concept of the product life cycle is useful to the markets as
an additional guide on what strategies should be used in
choosing, attracting and serving target markets.
• It suggests that a product , service or destination moves
through distinct stages. Specific marketing strategies on price
product, promotion, and distribution are developed within the
context of a market planning approach.
STATEGIC MARKETING PROCESS
• A strategic marketing process can be divided into three
elements:
• 1. Marketing planning
• 2. Target market selection
• 3. Marketing mix selection
Market-Planning Process
• a systematic approach to the achievement of
marketing goals. Steps in the process include
situation analysis; setting of objectives; strategy
formulation; development of action programs;
implementation; and control, review and
evaluation.
Target Market
• A target market is the market a company wants to
sell its products and services to, and it includes a
targeted set of customers for whom it directs its
marketing efforts. Identifying the target market is
an essential step in the development of a
marketing plan.
Behavioral Characteristics of Target Markets
• The behavioral of potential travelers is very important in
identifying target markets. People travel for different reasons.
Some people are interested in historical or cultural activities
such as museums and monuments; others prefers sports
events or entertainment, while still others prefer the sun, sea
and sand.
Selecting Marketing Strategy
• 1. Identifying the market segment.
• 2. Determining the preferences of the market
segment.
• 3. Determining what influences the segment
most-price, product, image, sales persuasion,
customer service, product availability, among
others.
Selecting Marketing Strategy
• 4. Realizing the importance of two clients- the traveler
and the travel intermediary such as the travel agent or
tour operator.
• 5. Determining the marketing mix that will influence the
segment identified.
• 6. Establishing a price policy that will maximize profits
by balancing the number of tourist with the capacity of
the attraction.
Marketing Mix
• Marketing Mix is a combination of elements – product, price,
promotion and distribution that interact and complement each
other to attain the objectives of the market plan.
• The marketing mix refers to the set of actions, or tactics, that a
company uses to promote its brand or product in the market.
The 4Ps make up a typical marketing mix - Price, Product,
Promotion and Place. However, nowadays, the marketing mix
increasingly includes several other Ps like Packaging,
Positioning, People and even Politics as vital mix elements.
4 P’s
• Price: refers to the value that is put for a product. It depends on
costs of production, segment targeted, ability of the market to
pay, supply - demand and a host of other direct and indirect
factors. There can be several types of pricing strategies, each
tied in with an overall business plan. Pricing can also be used a
demarcation, to differentiate and enhance the image of a
product.
• Product: refers to the item actually being sold. The product
must deliver a minimum level of performance; otherwise even
the best work on the other elements of the marketing mix won't
do any good.
Marketing Mix 4 P’s
• Place: refers to the point of sale. In every industry, catching the
eye of the consumer and making it easy for her to buy it is the
main aim of a good distribution or 'place' strategy. Retailers pay
a premium for the right location. In fact, the mantra of a
successful retail business is 'location, location, location'.
• Promotion: this refers to all the activities undertaken to make
the product or service known to the user and trade. This can
include advertising, word of mouth, press reports, incentives,
commissions and awards to the trade. It can also include
consumer schemes, direct marketing, contests and prizes.
Creative Writing:

• Successful Tourism marketing campaigns create

inspiring and gamified destination experiences.