Study Notes for Marketing for Tourism Organization

MARKETING FOR TOURISM ORGANIZATION

Instructor: Dr. Huong Giang Vu

COURSE OBJECTIVES

  • Understanding Basic Knowledge: Enable students to grasp foundational concepts in both general and tourism marketing.

  • Marketing Plan Development: Equip students with the ability to build a comprehensive marketing plan tailored for a specific tourism organization.

  • Professional Skills Development: Foster the professional skills and attitude necessary for marketers in the tourism industry.

COURSE CONTENT

TABLE OF CONTENTS

  1. Overview of marketing in tourism organization (2 lessons)

  2. Tourism organization’s marketing environment (2 lessons)

  3. Tourism organization’s marketing strategy (2 lessons)

  4. Tourism organization’s marketing implementation (1 lesson)

  5. Tourism organization’s selling (1 lesson)

  6. Tourism organization’s marketing controlling (1 lesson)

  7. Mid-term assignment presentation (2 lessons)
    Total: 11 lessons

COURSE EVALUATION

  • Credits: 3 credits for 11 lessons

  • Assessment Breakdown:
      - Participation: 10%
      - Mid-term Assignment: 30%
        - Calculation: $((Presentation + Assignment)/2) + ext{bonus/minus mark}$
      - Final Examination: 60%

MID-TERM ASSIGNMENT

Group Guidelines:

Each group will select a hotel or tour company to develop a marketing plan following these guidelines:

  1. Introduction of the hotel/tour company

  2. Current Situation Analysis: Assess the current status of the hotel/tour company.

  3. Market Survey Design: Create market survey questionnaires, and perform segmentation and targeting.

  4. Mission Statements: Formulate mission statements, objectives, and marketing strategies (7Ps).

Presentation Details:

  • Time: 25 minutes per group.

  • Q&A: Maximum of 3 questions for clarifications.

Group Composition:

  • Size: 9 students.

  • Deadline: Printed full marketing plan due on day 10.

CHAPTER 1: OVERVIEW OF MARKETING IN TOURISM ORGANIZATION

CHAPTER OBJECTIVES

  • Concept and Importance: Present the concept and significance of marketing within the tourism business.

  • Objectives vs. Strategies vs. Tactics: Differentiate between marketing objectives, strategies, and tactics.

  • Marketing Plan Development: Explain the content of a tourism marketing plan and the marketing planning process.

CHAPTER CONTENTS

  • Overview of marketing

  • Overview of tourism marketing

  • Tourism marketing plan

1.1. OVERVIEW OF MARKETING

1.1.1. Marketing and Related Definitions
1.1.1.1. Marketing Concepts

  • Seller's Perspective: Identify what is to be sold.
      - Things that you possess.
      - Things that the customers desire.
      - Intersection of both.

  • Definition: Marketing is a set of activities carried out by enterprises aimed at suggesting and satisfying customer needs in the market to achieve profit goals.

  • Key Activities:
      - Research
      - Forecasting
      - Meeting Demand of Tourists

1.1.1.2. Related Definitions

  • Needs: Situations where something is necessary, requiring action (Oxford Dictionary).

  • Wants: A desire to possess or perform something to satisfy needs (Oxford Dictionary).
      - Wants are unique needs corresponding to individual personality and culture.
      - Similar needs lead to various wants depending on time and context.

  • Demand: In economics, demand is defined as the consumer's desire and ability to purchase a product or service:
    extDemand=extNeeds+extAbilitytoPayext{Demand} = ext{Needs} + ext{Ability to Pay}.

  • Supply: The total amount of a product or service available for purchase at any given price.

  • Market: Refers to the group of consumers or organizations interested in a product, possessing the resources to acquire it, and are legally permitted to purchase it.

1.1.2. Roles of Marketing

  • To Enterprises:
      - Creates a connection between production activities and market needs.
      - Helps businesses to sustain and thrive in the market.

  • To Customers:
      - Facilitates better fulfillment of customer needs and wants.
      - Eases access to products/services aligned with customers' purchasing power.
      - Provides informational transparency and product review opportunities.
      - Enhances convenience in purchasing.

  • To Society:
      - Contributes to improving overall quality of life.

1.1.3. Marketing Orientation

  • Production-Oriented Marketing

  • Selling-Oriented Marketing

  • Ethically Oriented Marketing

  • Customer-Oriented Marketing

1.1.4. Marketing Research
1.1.4.1. Definition

“Marketing research consists of systematic design for collection, analysis, and reporting of data and findings relevant to specific marketing situations facing the company.” (Kotler P., 2013)

1.1.4.2. Roles of Marketing Research

  • Identifies opportunities and threats from the macro environment.

  • Facilitates accurate, effective, and timely decision-making.

  • Aids in effective planning of marketing activities.

  • Improves adaptability to changes in the marketing environment.

1.1.4.3. Marketing Decision Support System (MDSS)

  • Components include:
      - Environment
      - Action
      - Data
      - Information

1.1.4.4. Marketing Research Process

  1. Define Research Problem

  2. Define Research Objectives

  3. Research Planning

  4. Data Collection

  5. Data Processing and Analysis

  6. Report Synthesis

CHAPTER 2: MARKETING ENVIRONMENT OF TOURISM ORGANIZATION

CHAPTER OBJECTIVES

  • List components of the marketing environment of the tourism organization.

  • Describe impact of marketing environment on tourism organization business activities.

  • Identify and analyze competitors of tourism organizations.

  • Identify strategic competitive positions for tourism businesses in the market.

  • Explain market segmentation concepts.

  • Segment the market for tourism organizations.

  • Describe strategies to dominate the target market of tourism organizations.

CHAPTER CONTENTS

  • Marketing environment of tourism organization

  • Macro environment of tourism organization

  • Micro environment of tourism organization

2.1. MARKETING ENVIRONMENT OF TOURISM ORGANIZATION

2.1.1. Definition

Marketing environment refers to “external and internal factors that affect the company's ability to develop and maintain successful transactions and relationships with its target customers.”

2.1.2. Components of Marketing Environment

  • Macro Environment Factors (STEEP):
      - Social – Cultural
      - Technological
      - Economic
      - Ecological
      - Political

  • Micro Environment Factors:
      - Competitors
      - Suppliers
      - Marketing Intermediaries
      - Customers
      - Public (stakeholders)

2.2. MACRO MARKETING ENVIRONMENT OF TOURISM ORGANIZATION

2.2.1. Components

  • Social-Cultural Factors: Demographic trends, Cultural shifts.

  • Technological Factors: Innovation and technological adoption.

  • Economic Factors: Business fiscal and monetary environment.

  • Ecological Factors: Environmental considerations relevant to tourism.

  • Political Factors: Regulatory frameworks and policy impacts.

2.3. MICRO ENVIRONMENT OF TOURISM ORGANIZATION
2.3.1. Components of Micro Environment

  • Competitors: Entities offering similar services or products addressing the same customers.

  • Suppliers: Businesses or individuals providing necessary resources for service delivery.

  • Marketing Intermediaries: Organizations that assist in promoting, selling, and distributing products/services (e.g., marketing agencies, financial institutions).

  • Customers: Diverse groups categorized into potential, lost, and loyal customers.

  • Public: Community and stakeholders that influence and are influenced by the organization.

2.3.2. Organizational Analysis

  • Analysis of resources, products, and service offerings.

  • Factors include Human Resources, Financial Resources, Physical Resources, Information Resources.

EXAMPLES OF PRODUCT AND SERVICE ANALYSIS

  • Hanoi Tourist: Analyze strengths, weaknesses, and recommendations.

  • JW Marriott Hanoi: Assess location, accessibility, and service quality.

More chapters to follow, including detailed marketing strategies, pricing strategies, promotional strategies, and e-marketing strategies in tourism.

CONCLUSION AND FINAL EXAM REMINDER

  • Wishing all students good luck and success in the final examinations!