Marketing of adventure tourism


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on marketing subject we have to do presentation. we are provided a task to create an organitation and we have to do marketing of that organzation.

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Marketing of adventure tourism

  1. 1. Presentation on Marketing Plan Group member Anjana Pandey Anup Paudel Bikash Khanal Dikshya Sharma Laxmi Karki Samipa Dahal
  2. 2. Tourism Industry
  3. 3. -Travelling is one of the best ways to relieve stress, broaden cultural horizons and enjoy the fruits of our labour. - Tourism Industry’s well-being affects 200m people, who are employed directly or in subsidiary industries in virtually every country across the globe. - Tourism is the largest service industry in Nepal, with a contribution of around 2% to the national GDP and 3.7% of the total employment in Nepal. Nepal witnesses more than around 7 lakh annual foreign tourist arrivals and 2 lakh domestic tourism visits. The tourism industry in Nepal generated about US$ around 3.5 million in 2012. The Ministry of Tourism is the nodal agency for the development and promotion of tourism in Nepal and maintains the “Naturally Nepal, Once is not enough" campaign 2013.
  4. 4. Tourism and recreation have grown exponentially over the past decades. They bring income and jobs, increased understanding of other cultures, preservation of cultural heritage and investments in infrastructure. Tourism and recreation are steadily becoming two of the most important social and economic activities . The reasons for this growth are substantially improved road networks, more disposable cash for holidays, cheaper travel and lower accommodation costs.
  5. 5. Introduction about Organization Fun Holiday Adventure Pvt Ltd Bhotekoshi
  6. 6. Introduction of organization We are running a Hotel through which we are offering our customer with various kinds of lodging, fooding, entertainment and various adventurous sports by taking them to the adventurous places and making them feel delighted.
  7. 7. Why us? •We believe that your vacation is the most important part of your life, the time when you recuperate your body and mind from the stress of work •We understand that you are looking for ways to take your mind away from everyday activities and relax with something different •We are here to help you to fulfil your dream and make your holiday unforgettable
  8. 8. Major attractions • Beaches -
  9. 9. Major attractions (contd.)
  10. 10. Mission Statement • To be Number one tourism business brand in service sector.
  11. 11. Objective of the Business • • • • To promote the tourism sector. To focus on tourism adventure. To provide qualitative services to tourists. To promote Nepalese culture among foreign tourist. • To serve every tourist from every corner of the world. • Paying attention to each and every individual tourist.
  12. 12. Classifying Tourists There are many different types of tourists, which can be classified in a number of ways: By Product Mass Tourism Package tour Alternative Tourism Ecotourism By nature of the activity: Active Adventure tourism Golf Ecotourism Passive Sightseeing Beach holiday Cruise
  13. 13. Duration of trip and distance travelled Day trip Local Weekend break National By purpose * Culture (ethnic) * History, heritage * Nature-based (eco-) tourism * Farm-based, rural tourism * Personal development, health * Visit friends, family * Social status (to brag!) * Recreation Annual holiday International
  14. 14. By age/socio-economic group Backpackers SINKS Early Nesters Youth Backpackers: 18-24 years, no children. Attracted to adventurous activity. Consider themselves travellers not tourists. Generally well-educated. Cost conscious. SINKS: Single Income No Kids. Younger people, between 25 and 35 years of age, no children, affluent. Empty Nesters: Parents whose children have flown the family nest. Between 45 and 55 of age, well educated, high disposable income. Youths: Between 18 and 25 of age, not well-educated, low disposable income, are used to travelling, (have learned it during the upbringing) and know how to indulge 'the good life'.
  15. 15. Core and Supplementary Services Core Services – central problem solving benefit that customer seek e.g. Bed and breakfasts (B&Bs), restaurants, hotels, lodges, tour guide , adventurous activities. Supplementary Services – supplement the product, enhance the value and appeal, differentiate and position, premium priced e.g. laundry and cleaning services, security services, a room with a natural view, best transportion service, health clubs
  17. 17. Strengths • Best branded equipments and all for the infrastructures required for the adventure • Our main focus are our customer and their customer. • Our employees are fully trained and skilled • Providing service at low cost
  18. 18. Weakness • Poor management can lead to exit from competitive market • Lack of HRD and quality services • Lack of Aggressive Marketing • Over Crowding of Tourist in limited areas • Unhealthy competition • Unreliable National Carrier
  19. 19. Opportunity • • • • • Unlimited natural resources Beautiful sight seeing location Rich on bio-diversity Increasing Investment in tourism sector Advancement of Technologies
  20. 20. Threat • • • • • • • Political situation Competitors Emerging Neighboring Markets Destruction of cultural values Pollution Westernization Aggressive Marketing Budgets Destination of other
  21. 21. Market Segmentation • In the domestic tourism market the following segments may be involved: • General business tourism • Long holidays • Activity holidays • Group holidays
  22. 22. Marketing Mix The marketing strategy, or mix, should be viewed as a package of offerings designed to attract and serve the customer or visitor. Recreation and tourism businesses and communities should develop both external and internal marketing mixes for different target markets. External Mix The external marketing mix includes product/service, price, place/location, and promotion. Internal Mix The success of internal marketing is dependent on creating an atmosphere in which employees desire to give good service and sell the business/community to visitors.
  23. 23. Elements of the Marketing Mix Product or service • Quality • Value • Lifecycle • Perishability • Differentiation • Niche
  24. 24. Place -Channels -Coverage -Assortments -Locations -Inventory -Transport
  25. 25. Pricing Price is one of the most important and visible elements of the marketing mix. When setting prices it is important to take into consideration all of the following: -Seasonality -Strategies -Competitor analysis -Loss leadership -Skimming
  26. 26. TOURISM PROMOTION Promotion Promotion: Persuasive communication designed to send marketing- related messages to a selected target market, such as air travel, hotel accommodations, restaurant meals, or tour packages. Focused on changing the behaviour of the consumer Awareness Knowledge Liking Preference Buyer readiness states Conviction Purchase Purchase
  27. 27. Internal Mix As stated, marketing services such as recreation and tourism differ from marketing tangible products. Recreation and tourism businesses must direct as much attention at marketing to customers on site as they do to attracting them. In this respect, internal marketing is important because dissatisfied customers can effectively cancel out an otherwise effective marketing strategy. The success of internal marketing is dependent on creating an atmosphere in which employees desire to give good service and sell the business/community to visitors. to create such an atmosphere requires the following four important elements: (1) Hospitality and Guest Relations (2) Quality Control (3) Personal Selling (4) Employee Morale
  28. 28. Pricing
  29. 29. • Cost based pricing This takes the cost of rendering any service and adds an amount that we need to make a profit. This is usually expressed as a percentage of the cost. Cost-based pricing ignores our image and market positioning. And hidden costs are easily forgotten, so our true profit per sale is often lower than we realise.
  30. 30. • Value based pricing This focuses on the price we believe customers are willing to pay, based on the benefits our business offers us. Value-based pricing depends on the strength of the benefits we can prove our offer to customers. If we have clearly-defined benefits that give us an advantage over our competitors, we can charge according to the value of our offer customers. While this approach can prove very profitable, it can alienate potential customers who are driven only by price and can also draw in new competitors
  31. 31. • Competition based pricing Competition based pricing is a price set by a company for a product to compete with another company's pricing. We will do promotion of our product and establish product differentiation of our product in the mind of consumers. Among three strategy: lower pricing position strategy, higher pricing strategy and parity pricing strategy, we are going to use parity pricing strategy under which going rate pricing strategy , target pricing strategy are used.
  32. 32. Promotion strategy Promotion strategy involves both traditional and innovative methods
  33. 33. Online and Video Promotions . Organize dance and music festival Marketing Brochures in flight . Free Mobile application for Tourist eg. Maps • Social Networking marketing • • • •
  34. 34.  ACCOMODATION  Tent house  Ayurveda Centre  Nepali food  TRANSPORT  Tourist buses are available  Taxi available on rent
  35. 35. Thank you
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