Introduction To Tourism Marketing

Introduction to
Tourism Marketing
RUBY CARRERA – DILAN, MBA

Hospitality Lecturer
1. Define tourism marketing.
2. Determine the differences between tourism
marketing and product marketing.
3. Describe a systematic approach to
marketing segmentation,
orientation, strategies and plans.
4. Identify the procedures that should be
used in marketing tourism destinations
and organizations.
 The product and or service itself
 The methods of distribution
 The methods of pricing
 The methods of promotion
 The form of selling
 The form of advertising
Marketing defined…
In relation to tourism,
marketing is the systematic
process by which an organization
tries to maximize the
satisfaction of tourist demand
through research, forecasting
and the selection of tourism
products and services to meet
that demand.
Marketing defined…
 It is a management philosophy
which in the light of tourist
demand, makes it possible
through research, forecasting
and selection to place tourism
products on the market in line
with the organization’s purpose
for the greatest benefit.
 Tourism is a service. An intangible
experience is being sold, not a physical
good that can be inspected before is
bought.
 The service provided is usually

composed of several components such
as transportation, lodging, food and
beverage, attractions, activities.
 Travel intermediaries are a necessity.
 The organizations that market tourism
destinations usually have a little control
over the quality and quantity of services.
 The guest’s satisfaction is a function of

the staff providing the service.
 Tourism demand is highly elastic, seasonal

in nature and it is influenced by subjected
factors such as price and the physical
attraction at the destination
 The intangible nature of tourism

services means that the visitor’s travel
experiences exist only in memory after
the trip is over.
 “Marketing is a continuous, sequential
process through which management in
tourism plans, researches, implements,
controls and evaluates activities
designed to satisfy both custo mers’
needs and wants and their own
organization’s objective. To be effective,
marketing requires the efforts of
everyone in an organization and can be
made more or less effective by the
actions of complementary
organizations.” –Morrison, A.M (2013)
Where are we
now?
How do we
Where would
know if we
we like to
got there?
be?
How do we
How do we get
make sure we
there?
get there?
1. Planning
2. Research
3. Implementation
4. Control
5. Evaluation
 Production Orientation: Greatest
emphasis is placed on the services or
products provided to the visitor:
 Sales Orientation: The emphasis shifts

to trying to outsell competitors and the
focus is on the seller’s needs.
 Marketing Orientation: The needs and

wants of the visitor are the first
priority for the marketer.
 Societal Marketing Orientation:
organizations with a marketing
organization recognize that they have
a responsibility to society and local
communities as well as to their
visitors.
 Sustainable tourism development: An

approach to marketing that focuses
on the satisfaction of visitor needs
and wants while respecting the long-
term interests of the community.
A product orientation
emphasizes the products or
services that are available. It
may be successful if there’s a
surplus of demand over
supply. Thus, the destination
which offers the best product
will get the tourist. The old
adage that reflects this is
“Build a better mousetrap, and
the world will beat a path to
your door.”
 Is universally accepted way of
analyzing demand. It is the
grouping together of people with
similar needs and wants for the
purpose of serving the market
better .
1. The market for a product or service
such as a vacation, is made up of
particular needs and preferences
related to the product or service being
marketed.
2. The potential tourists can be
grouped into segments whose
members have similar
characteristics.
3. A single product offering such as trip to
Boracay will appeal to some segments of
the market more than others.
4. Some firms and organizations can improve
their marketing effort by developing
specific product offerings to reach
specific segments of the market
 Socioeconomic and demographic
variables
-Age, education, sex, income, family size.
Family size cycle, social class, home
ownership, race or ethnic groups,
occupation.
 Psychographic variables
-Personality traits, life-style, attitudes,
interests, opinions, motivation
 Product-related variables
-Recreation activity, equipment type,
volume usage, brand loyalty, benefit
expectations, length of stay,
transportation mode, experience
references, participation patterns.
 Geographic Variables
-Region, market area, urban,
suburban, rural, city size and
population density
 The concept of product life
cycle is useful to the markets as
an additional guide on what
strategies should be used in
choosing, attracting and serving
target markets. It suggests that
a product, service or destination
moves through distinct stages.
 A strategic marketing process can
be divided into three elements
1. Market planning
2. Target market selection
3. The marketing mix selection
1. Collection of data- data can be collected into two
ways, from secondary sources and primary
sources
2. Analysis of data – data is usually organized and
interpreted. This requires a great amount of skill
and understanding. At present, computers shorten
the process of organizing and interpreting the
data.
3. Identification of alternative strategies for
reaching the desired goal – in most cases, there
are several ways to arrive at a desired goal.
4. Cost-benefit analysis – the cost/benefit analysis
of several methods for reaching the goals would
indicate which of the alternatives or combination
of them would be best from a financial
standpoint.
5.Selecting alternatives and plan
formation – after the variables and
cost/benefit for each are identified, it
is then decided which one should be
carried out by the other organization.
6.Control procedures – these are
methods which analyze the progress
made in achieving the goals of the
project.
7.Plan information – putting into effect
the plan of action and supervising it.
1. Estimate the approval of an area’s
attractions. This include the degree of
interest of the tourist of the area and the
length of time the tourist will spend visiting
it.
2. Estimate the distance in both travel time
and travel costs. The greater the attraction
the longer the distance potential tourists
will travel.
3. Identify the potential target markets
geographically by locating the population
clusters within the maximum distance
determined from the estimated travel time
and lure of the attraction.
4. Identify the actual and potential
competition in the target market
There are six steps in determining a marketing
strategy. These are:
 Identify the market segment
 Determine the preferences of the market segment.
 Determine what influences the segment most –
price, product, image, sales persuasion,
customer service, product availability etc.
 Realize the importance of two clients-the traveler
and the travel intermediary such travel agent and
tour operator.
 Determine the marketing mix that will influence
the
segment identified.
 Establish a price policy that will maximize profits
by balancing the number of tourists with the
capacity of the attraction
Marketing mix is the combination of elements
–product, price, promotion and distribution
that interact and complement each other to
attain the objectives of the market plan
A. Product
A vacation consists of several parts or
products such as transportation,
accommodation, food and beverage,
sightseeing, entertainment and souvenirs.
The philosophy of a consumer marketing
orientation suggests that products should
satisfy the needs and wants of the
customer.
B. Price
is the result of supply and demand.
When supply exceeds demand, price tends
to decrease. When demand exceeds supply,
price tends to increase. For example higher
prices are charged during the peak seasons

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Introduction to

RUBY CARRERA – DILAN, MBA

 The service provided is usually

 The guest’s satisfaction is a function of

 Tourism demand is highly elastic, seasonal

 The intangible nature of tourism

 Sales Orientation: The emphasis shifts

 Marketing Orientation: The needs and

 Sustainable tourism development: An

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