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Marketing1 Marketing1 Presentation Transcript

  • Marketing in the Travel and Tourism Industry
  • 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
  • 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
  • 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
  • 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
  • Market Segmentation
    • In the domestic tourism market the following segments may be involved:
    • VFR (look for a definition of this term during the Activity)
    • General business tourism
    • Holidays and breaks pre-family
    • Long holidays
    • Activity holidays
    • Group holidays
  • 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
  • Elements of the Marketing Mix
    • Product or service
    • Quality
    • Value
    • Lifecycle
    • Perishability
    • Differentiation
    • Niche
  • Elements of the Marketing Mix
    • Price
    • Seasonality
    • Strategies
    • Competitor analysis
    • Loss leadership
    • Skimming
  • Elements of the Marketing Mix
    • Promotion
    • Advertising
    • Endorsements
    • Sponsorship
    • Methods – use of different media, brochures/leaflets, public relations, sales promotion, press releases
    • To gain attention/interest/desire/action
  • Elements of the Marketing Mix
    • Place
    • 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
  • Elements of the Marketing Mix
    • People
    • Employees
    • Management
    • Culture of organisation
    • Attitude to customer service
  • Elements of the Marketing Mix
    • Planning
    • 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