Marketing in the travel and tourism industry


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Marketing in the travel and tourism industry

  1. 1. Marketing in the Travel and Tourism IndustryASSESSOR(VLERESUESI):MR.PHD BARDHA GASHI PUNUAR NGA : AGON BALAJ
  2. 2. Definition Marketing is about anticipating and identifying the wants and needs of a target market of consumers, then satisfying those needs in order to make a profit Firstly, travel and tourism organisations must understand their customers’ demands. This is the ‘anticipating’ and ‘identifying’ part of the definition
  3. 3. Marketing Research Anticipating and identifying demands depends on effective marketing research Research into the existing and potential market We will look into this in detail in the Activity
  4. 4. Marketing Research Classifying customers according to socio-economic status, lifestyle, family circumstances, gender and so on May involve primary research – surveys, observation, questionnaires And/or secondary research – statistics and records, quantitative and qualitative
  5. 5. Classifying Customers A target market consists of a whole group of potential customers, drawn from the whole population It’s better to define the target market as a collection of ‘segments’ Each segment will have different characteristics Each segment’s needs and wants must be satisfied
  6. 6. Market Segmentation In the domestic tourism market the following segments may be involved: General business tourism Holidays and breaks pre-family Long holidays Activity holidays Group holidays
  7. 7. Marketing Mix The way in which current and potential customers’ demands are satisfied depends on the marketing mix of the organisation’s products and services: Traditionally 4 elements of the mix – Product, Price, Promotion and Place In the modern travel and tourism industry it’s usual to look at 6
  8. 8. Elements of the Marketing MixProduct or service Quality Value Lifecycle Perishability Differentiation Niche
  9. 9. Elements of the Marketing MixPrice Seasonality Strategies Competitor analysis Loss leadership Skimming
  10. 10. Elements of the Marketing MixPromotion Advertising Endorsements Sponsorship Methods – use of different media, brochures/leaflets, public relations, sales promotion, press releases To gain attention/interest/desire/action
  11. 11. Elements of the Marketing MixPlace Channels of distribution Getting tourism services to customers Retail services such as travel agents Direct marketing through targeted mail outs Electronic methods, such as using the Internet The growth of technology
  12. 12. Elements of the Marketing MixPeople Employees Management Culture of organisation Attitude to customer service
  13. 13. Elements of the Marketing MixPlanning Mission statements Deciding on objectives ‘What are we trying to achieve?’ – profit, cut the competition, boost share of market, enter new markets and so on
  14. 14. Te dhenat u morren nga: University of Bristoldhe nga literatura : Marketingu i Udhëtimeve Turistike Dr.Sc. Fetah Reçica Mr.Sc. Bedri Millaku
  15. 15. Falemnderit 