Professional Documents
Culture Documents
-Anoosh Rizvi
Definitions
Travel Tourism
Tourism Marketing
Marketing Segment Criteria
Measurable number of visitors
Accessible through media or promotion
Sufficient numbers to justify effort
Unique characteristics
Sustainability
Competitive advantage
Similar characteristics or motivations
Segmentation
Demographic and socioeconomic
Geographic
Purpose of trip
Behavioral
Psychographic
Product-related
Channel of distribution
Positioning
Determine how tourists perceive position
Evaluate whether to establish, change or
reinforce that position
Objective positioning - match site attributes
with tourist needs
Subjective positioning - correct
misperceptions; repositioning
Positioning approaches
Product features (Swiss Alps)
Benefits, problem solution, needs
(LaCosta’s full service spa)
Special usage occasion (Honeymoon at
Madonna Inn)
User category (Avis Number 2)
Against a competitor (Don’t take Amex)
Product class (Love Boat)
Marketing planning
Situation analysis - economy, consumers,
competition, trends, SWOT
Goals- segments, position, objectives and
strategies
Marketing mix - integrated brand
communication
Implementation - tracking and modification
Evaluation - effectiveness, accountability
Marketing mix - 8Ps
Product - transport, lodging, souvenirs
Price - lifecycle, competition, TM
Promotion - advertising, PR, sales, publicity
Place - channel, intermediaries
Packaging - all inclusive trips
Programming - activities, events
People - human resources
Partnership - coop ads and packaging
Chapter 8