Tourism Marketing


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What exactly is tourism marketing?

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Tourism Marketing

  1. 1. Presented by : Hrishikesh Bharali Habiba Ullah Shikha Konwar Tapan Bora Raktim DuttA 3-Jan-14 (BAM13001) (BAM13018) (BAM13020) ( BAM13040) ( BAM13051) MBA – 1st Sem, Deptt. of Business Administration 1
  2. 2. WHAT IS TOURISM? Tourism arises from the movement of people to, and their stay in, various destinations. There are two elements in all tourism; the journey to the destination and the stay including activities at the destination. The journey and the stay take place outside the normal place of residence and work, so that tourism gives rise to activities which are distinct from those of the resident and working populations of the places through which tourists travel and in which they stay. The movement to destinations is of temporary, short-term character, with intention to return within a few days, weeks or months. Destinations are visited for purposes other than taking up permanent residence or employment remunerated from within the places visited. 3-Jan-14 2
  3. 3. TOURISM MARKETING  Marketing means achieving the firm´s goals by identifying the needs and desires of consumers, and then satisfying them better than competitors thus making desired profit.  Tourism marketing as a management discipline offers the tourism manager that essential outward focus and receptivity to consumer needs that facilities organizational success in the competitive environment of global tourism today.  All tourism includes some travel but not all travel is 3-Jan-14 3 tourism.
  4. 4. Plan your paid search budget based on consumer trends. Build relationships. Support reviews. Encourage shared content. Start a travel blog. Take advantage of affiliate marketing. Continue the conversation after the sale. Make sure your online and offline travel marketing initiatives complement each other. Usability, usability, usability. Optimize for long-tail searches. 3-Jan-14 4
  5. 5. 3-Jan-14 5
  6. 6. CHARACTERISTICS OF TOURISM Perishability Variability Inseparability Intangibility 3-Jan-14 6
  7. 7. PRINCIPLES OF TOURISM MARKETIN I. Setting Your Marketing Budgets II. Identifying Your Target Markets III. Marketing mix (The Four P’s of Marketing)  Product or Service    Price Place Promotion 3-Jan-14 7
  8. 8. MARKET SEGMENTATION-TOURISM INDUSTRY A real tourism marketing strategy needs to start with the tourist visitor, not the destination or product. CLASSIC SEGMENTATION TECHNIQUES Geographical Demographic Psychographic Behaviouristic 3-Jan-14 8
  9. 9., India’s leading online travel company was founded in the year 2000 by Mr. Deep Kalra offering airline tickets, hotel reservations, car rentals, travel packages and holidays in India. It caters to the Indian Market in the USA, UK and Australia. It has offices in Gurgaon, New York and Sydney. MakeMyTrip is 24X7 online portal for travel needs. In Dec. 2007, MakeMyTrip won the “Best Online Travel Agency in India” award from Galileo Express Travel World. Initial focus on NRI customers in US and worldwide with market pot of 1.5 billion USD. Customer base of one million customers and turnover of 280 million in financial year 2007-08 & US $ 500 million (expected) for in the financial year ending march 2010. 3-Jan-14 9
  10. 10. MakeMyTrip’s Products  International and Domestic Air Tickets, Holiday Packages and Hotels  Domestic Bus and Rail Tickets  Private Car and Taxi Rentals  MICE (Meetings, Incentives, Conferences & Exhibitions)  B2B and Affiliate Services 3-Jan-14 10
  11. 11. Market Share 3-Jan-14 11
  12. 12. Market Growth 3-Jan-14 12
  13. 13. Market Growth 3-Jan-14 13
  14. 14. Consumer Behaviour 3-Jan-14 14
  15. 15. Consumer Behaviour 3-Jan-14 15
  16. 16. TOURISM MARKETING CAREER PROSPECTS Tourism Department Airlines Tour Operators Travel Agencies Hotels Transport 3-Jan-14 16
  17. 17. 3-Jan-14 17