Tourism Marketing

L1 - L4

• = Products

• + Services

• + Experience 

Market Offerings Components 

Market Offerings

Combination, mixture or blend of physical products, services, information, ideas or experience offered to a market to satisfy a need or a want.

Tourism Products

A combination of intangible and tangible elements, such as natural, cultural and man-made resources, attractions, facilities, services and activities around a specific center of interest which represents the core of the destination marketing and creates an overall visitor experience including emotional aspects for the potential costumer earths is the sun's mass (UNWTO)

Tourism Experience

This is a set of activities om which individuals engage on their personal term, such as pleasant and memorable places, allowing each tourist to build his or her own travel experiences so that they satisfy wide range of personal needs, from pleasure to a search for meaning.

Is the core value of service delivery in tourism.

Tourism Services

Are actions and intangible

The Core Marketing Concepts

• Exchange

• Transactions 

• Relationship Marketing 

Exchange 

The act of obtaining a desired object from someone by offering something in return.

Transactions

Marketing's unit of Measurement

Relationship Marketing

The process pf creating, maintaining and enhancing strong, value-laden relationships with customers and other stakeholders

Value 

Satisfaction

Quality

Customer Value

Is the difference between the benefits that the customer gains from owning and/or using a product and the costs of obtaining the product.

Customer Expectations

are based on past and buying experiences the opinions of friends and market information.

Experience

• Reliability

• Responsiveness

• Assurance

• Empathy

• Tangibles

Dimensions of Service Quality

Reliability

Responsiveness

Assurance

Empathy

Tangibles 

Market

A place where buyers and sellers gathered to exchange their goods

Buyer

A set of actual and potential buyers of a product

The size of market depends on 3 things 

1. The number of people who demonstrate the need.

2. Those who have the resources to take part in the exchange 

3. Those who are willing to part with these resources in exchange for what they want.

The Marketing Process

1. Understand the marketplace and customer needs and wants.

2. Design a customer-driven marketing strategy.

3. Construct an integrated marketing program that delivers superior value.

4. Build profitable relationship and costumer delight.

5. Customer value from customers to create profits and customer equity.

Marketing Management Philosophies is also known as:

The Marketing Era

Marketing Management Philosophies

• Production Concepts

• Product Concept

• Selling Concept

• Marketing Concept

• Social Marketing Concept

Production Concept 

Consumers will favor products that are available and highly affordable. 

Product Concept

Consumer will favor products that offer the most in quality, performance and innovative feature.

Selling Concept

Consumers will not buy enough of the organization’s products unless the organization undertakes a large selling and promotion effort.

Marketing Concept 

Achieving organization’s goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors.

Social Marketing Concept

Marketing strategy should deliver value to customers in a way that maintains or improves both the consumer and society’s well-being.

Their needs + society first = Better Business

The Societal Marketing Approach

tends to balance the pursuit of business profits with costumer desires and the society’s best interest.

Society (Human Welfare)
Company (Profits)
Consumers (want stisfaction)

Service characteristics of hospitality and tourism marketing

• Perishability

• Inseparability

• Intangibility

• Variability

• Lack of ownership

Perishability 

Services cannot be stored for later use of sale. 

Inseparability

both the service provider and costumer must be present for the transaction to occur.

Intangibility

Products are experimental only

Variability 

Lack of consistency in the product 

Lack of Ownership

you cannot own and store a service like you can in a product