Tourism Marketing

Marketing

is the social process and science of finding, retaining, and growing profitable customers by creating and exchanging value.

Physical Product

• Tangible

• Can be touched, seen, and tested before buying

Tourism Experience

• Intangible

• Customers buy memories and experiences rather than physical products

• ex. vacation, island hopping, cultural tours

• Intangible

• Inseperable

• Variability

• Perishability

• Seasonality

• Substitutable

Tourism Experience

Intangible

Cannot be seen, tasted, or felt before purchase. Buyers rely entirely on tangible evidence and trust.

Inseparable

The provider and the customer must both be present. The customer is part of the product.

Variability

Quality depends heavily on who provides the service, and when/where it occurs.

Perishability

Cannot be stored. An unsold hotel room tonight cannot be sold tomorrow.

Seasonality

Demand fluctuates based on weather and visitor behavior peaks.

Substitutable

Global competition means one destination can easily be swapped for another.

• Setting Objectives

• Analyzing Opportunities

• Researching and Selecting Target Markets

• Designing Marketing Strategies

• Planning Programmes

• Organizing & Controlling

Marketing Management Engine

Setting Objectives

Establish organizational goals. Prioritize environmental scanning.

Analyzing Opportunities

nalyze internal and external environments. Study customer buying behavior. Identify opportunities for short- and long-term growth.

Researching and Selecting Target Markets

Measure market size, analyze market growth, forecast future demand

Designing Marketing Strategies

Develop the overall marketing strategy. Determine target markets. Allocate resources.

Planning Programmes

Develop the marketing mix. Decide on product features, packaging, branding, etc.

Organizing & Controlling

Carry out the marketing plan. Control and evaluate whether objectives are achieved.

• Product

• Price

• Place

• Promotion

• People

• Process

• Physical Evidence

The Marketing Mix (7Ps)

Product

The goods or services offered to customers.

Price

Amount customers pays

Place

Where the product is distributed or sold

Promotion

Activities used to inform and persuade customers

People

Everyone involved in delivering the service

Process

Procedures that deliver the service

Physical Evidence

The tangible elements customers see

Integrated Marketing Communication (IMC)

A process that integrates all marketing communication tools to deliver a clear, consistent, and compelling message to the target audience.

• Technological advances

• Database marketing

• Retail consolidation

• Internet-based communication

Growth Drivers of IMC

S – Market Segmentation

Divide the market into smaller groups based on similar characteristics.

T – Market Targeting

Evaluate each segment and choose the most profitable market(s) to serve.

P – Market Positioning

• Planting a unique selling proposition (USP) to occupy a distinct place in the minds of consumers. 

• Geographic

• Demographic

• Psychographic

• Behavioral

Anatomy of a segment

Geographic

- Nations, states, regions, countries, cities, neighborhoods, barangays, towns.

Demographic

-Age, life cycle, gender, income, occupation, education, religion, race.

Psychographic

-Social class, lifestyle, personality.

Behavioral

-Special occasions, benefits sought, usage rate, user status, loyalty status, buyer readiness.

Undifferentiated (Mass) Marketing

The entire market is a single unit.

Focuses on common consumer needs with a single marketing mix.

Differentiated Marketing

Customizing strategy for individual target markets based on similar demographics or psychographics.

Concentrated Marketing

Focusing limited resources to gain a large share of one specific, small market segment.

• Company resources

• product/market homogeneity

• competitor's strategy

Decision Factors

• The Ascent: Unique Selling Proposition (USP)

• The Summit: Top of Mind

Market Positioning

The Ascent: Unique Selling Proposition (USP)

Identifying exactly what makes the product or service different due to physical attributes, added services, personnel, location, or image.

The Summit: Top of Mind

The highest level of consumer recall. The brand occupies the premier spot in the consumer's mind, ultimately becoming synonymous with the generic product itself.

The Youth Market

Defining Trait: High participation and independent exploration.

Growth Drivers:

• Rise of low-cost budget airlines.

• Global internet culture & independent guidebooks.

Economic Factors:

• Increased travel budgets (parental help, savings).

• Higher education and short employment contracts (gap years/work-travel combos).

MICE (Meetings, Incentives, Conferences, Exhibitions)

Defining Trait: The lucrative corporate/event traveler.

Key Differentiators:

• Characterized by significantly high per-capita expenditure.

• Extended lengths of stay compared to standard leisure tourists.