TOURISM MARKETING

Market

Set of actual and potential buyers of a product, they share particular needs or wants.

Niche market

particular set of buyers, also small part of a larger market

3 steps to target marketing

Market Segmentation

Market Targeting

Market Positioning

Market Segmentation

dividing market into distinct groups

Name 5 Characteristic of Market Segment

Identifiable, Cohesive, Measurable, Accessible, Substantial, Actionable

characteristics of market segmentation that can be located or identified

Identifiable

characteristic of market segmentation that should be part of the whole specific qualities

Cohesive

characteristic of market segmentation that estimates the size and potential spending of the members of the market segment

Measurable

characteristic of market segmentation that kust be accessible by the marketing efforts and promotional activities

Accessible

characteristic of market segmentation that defines segments should be large in order to be ______

Substantial

characteristic of market segmentation that has enough resourcess and commitment to enable effective penetration

Actionable

Give 5 Variables of Segmentation

Geographic, Demographic, Psychographic, Behavioral, Technographic

oldest & simplest basis of segmentation

geographic

basis most used for market segmentation

demographic

also called as lifestyle segmentation

psychographic

buyers are group according to benefits they seek

behavioral

part of behavioral : first time, non-user, regular, potential

user status

part of behavioral: light, medium, heavy user

usage rate

part of behavioral: some go to cheapest, some stick to the brand

loyalty status

part of behavioral: unaware, slightly aware, want, or intend to buy

buyer readiness

increasing divide between users and non-users of technology in searching for travel informations.

technographic

you have specific / pinpoint market. evaluating each segment's attractiveness and selecting one or more to operate one's business

Market Targeting

Factors of Market Targeting

1. Segment Size

2. Attractiveness

3. Company objectives & availability of resources

3 Market Coverage Strategies

Undifferentiated, Differentiated, Concentrated Marketing

for all, no specific, ignores segmentation

Undifferentiated Marketing

seperate offers per segment, has a lot of products but pinpoint customers only

Differentiated Marketing

practiced by companies with limited resources, not all are target market (e.g. luxury travels)

Concentrated Marketing

goal is to identify product unique characteristic that will differentiate it in the marketplace

Market Postinioning

3 types of market positioning

1. USP / UNIQUE SELLING PROPOSITION

2. COMPETITIVE ADVANTAGE

3. TOP OF MIND AWARENESS

what makes your product or service different from others (pagkakaiba)

USP /UNIQUE SELLING PROPOSITION

product advantage, gained by offering greater value for low price (lamang)

COMPETITIVE ADVANTAGE

highest level of recall that a brand receives (paano naalala)

TOP OF MIND AWARENESS

GIVE THE 4 GENERATIONAL TRAVEL MARKETS

1. Baby Boomers (1946 to 1964)

2. Generation X (1965 to 1980)

3. Millennials / Gen Y (1981 to 1996)

4. Gen Z / Zennials (1997 to 2012)

8 TYPES OF MARKET

1. Family

2. Senior

3. Youth

4. Mice & Business Tourism

5. Solo Travel

6. LGBTQ+

7. Bleisure (Business & Leisure)

8. Welness Tourism

processes and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires (Belch & Belch 2008)

consumer behavior

8 FACTORS THAT INFLUENCE CONSUMER BEHAVIOR

1. MOTIVATION

2. CULTURE

3. AGE AND GENDER

4. SOCIAL CLASS

5. LIFESTYLE

6. LIFE CYCLE

7. REFERENCE GROUPS

8. PERSONALITY AND SELF CONCEPT

inner drives that make people take a specific plan of action to satisfy their needs

Motivation

Maslow's Heirarchy of Needs

Self Actualization

Esteem / Status

Belongingness

Safety

Physiological

DANN 1977 called as Sociopsychological Factors that makes you want to travel for relaxation, prestige, etc.

Push

DANN 1977 called as Cultural Motives, and this factors affect where you want to go

Pull

give 5 dimensions of culture

1. Power Distance

2. Individualism/ Collectivism

3. Masculinity and Feminity

4. Uncertainty Avoidance

5. Long and short term orientation

it is the number or years that a person is living

age

female market is increasing compared to male

gender

ome’s position in the society, clustered into AB or CDE, or ABC and DE markets

social class

person's pattern of living as expressed in one’s activities, interests, and opinions

lifestyle

stages an individual goes thru their lifetime

life cycle

are people who have direct/ indirect influence on other people’s attitude or behavior.

reference groups

affects individual's choice of recreational activities while on tour

personality and self concept

psychological characters that lead to relatively consistent and enduring responses to the environment

personality

his / her mental picture

self concept

buyer decision making process (5)

1. Need

2. Information

3. Alternatives

4. Decision

5. Evaluation

it can be triggered by either external or internal stimuli

need

may be obtained thru personal / commercial sources, can also be internal (sarili) and external (internet is the most powerful)

information

comparison

alternative

most awaited by tourism marketers

decision

satisfaction which is a feeling of pleasure or disappointment resulting from comparing a product’s perceived performance in relation to expectation

evaluation

customer satisfaction through service quality

1. SERVICE QUALITY

2. SATISFACTION

3. REPEAT PURCHASE

is an assessment of how well a delivered service conforms to the client's expectations

service quality

TYPOLOGY OF TOURIST : PLOG'S TOURIST MOTIVATION MODEL

1. Allocentrics

2. Psychocentrics

TYPOLOGY OF TOURIST : COHEN'S MODEL

1. ORGANIZED MASS TOURIST

2. INDIVIDUAL MASS TOURIST

3. EXPLORER

4. DRIFTER

TYPOLOGY OF TOURIST : STEWART MODEL OF HOLIDAY TAKING

1. BUBBLE TRAVELER

2. IDEALIZED EXPERIENCE SEEKER

3. WIDE HORIZON TRAVELER

4. TOTAL IMMERSERS

TYPOLOGY OF TOURIST : NON - USERS

1. EX-USER

2. NEED TO BE PERSUADED

3. NOT AWARE

type of tourist that prefers new, unstructured exotic or unusual

allocentric

type of tourist that prefer structured and familiar

psychocentrics

buys all inclusive tour packages and ensures everything goes planned

organized mass tourist

autonomous, prefer to travel independently while choosing popular destinations & activities

individual mass tourist

seeks new areas but sometimes opt to familiar accommodation

Explorer

free spirit, avoids any kind of traditional tourist establishment

drifter

low affluence, low travel experience and observe foreign culture from a bubble

bubble traveler

have more affluence of overseas travel experience

idealized experience seeker

have more affluence, greater confidence and more travel experience; ready for more individual travel to wider range of destination

wide horizon travelers

do not seek to merely observe, fully exposed to another culture's language, food, heritage, and lifestyle.

total immersers

who stopped using products or services for a reason

ex user

______ to purchase but they are aware of the product

need to be persuaded