Tourism Marketing

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Tourism Marketing

  1. 1. Tourism marketing<br /> Ways to identify specific marketing problems.<br /> Developing a marketing strategy in general.<br /> Developing marketing communication strategy.<br />
  2. 2. Introduction.<br /> Tourism marketing is – marketing a destination<br /> Building on this uniqueness of benefits to generate more tourism is the name of the game which is called tourism marketing<br /> “ When you are tired ; apply Kerala ”<br /> “ Bhubaneswar – the temple city ”<br />
  3. 3. Tourism as a service industry.<br />Tour operator and travel agents.<br />Accommodation sector (hoteling & catering)<br />Passenger transportation.<br />A typical tourist spends on :-<br />
  4. 4. Elements of tourism industry.<br />Travel demand influenced by:___________________<br />a. Rising incomes.<br />b. Increased mobility.<br />c. Improved transport.<br />d. Escapism.<br />e. Education.<br />f. Business purpose.<br />
  5. 5. Elements of tourism industry<br />Tourist industry intermediaries:_________________<br />a. Travel Agents.<br />b. Tour companies.<br />c. Hotel Companies.<br />d. Transport Companies.<br />
  6. 6. Elements of tourism industry<br />Travel destination influenced by:_________________<br />a. Historical Connections<br />b. Accessibility.<br />c. Nature of tourist product.<br />d. Search for foreign exchange.<br />
  7. 7. Cost and benefits.<br /> Benefits :-<br />Income and jobs.<br />Preservation of cultural and historical heritage.<br />Increased Understanding.<br />Building and constructing.<br />
  8. 8. Cost and bnefits<br /> Cost :- <br />Infrastructural amneties.<br />Destruction.<br />Undermining of culture and society.<br />Polluting environment.<br />
  9. 9. Tourism marketing :-<br /> Mental Distance – to consider a place as a tourist destination.<br /> Low awareness.<br /> Adequate infrastructural facilities.<br />1. The PROBLEMS.<br />
  10. 10. Phased strategy.<br />Changing cons into pros :-<br />Convincing potential tourists to consider a particular destination as a tourist hot spot.<br />Informing and educating tourists about particular destinations.<br />Motivating tourists to visit specific destinations.<br />
  11. 11. Main strategies .<br />The basic strategies adopted by tourism firms and the government :-<br />Market Penetration strategy :- Pricing + Promotion<br />Market Extention Strategy:- The strategy entails reaching new types of tourists through modification of existing tourist’s products<br />Market Development Strategy: the tourist firm here seeks new clauses of tourists for its products or would add silent product characteristics to the existing offer. Product differentiation & product reformulation strategies are also being utilized in the tourism market.<br />
  12. 12. Additional strategies.<br />Additional concepts as effective tools :-<br /> Package Tours. ( Mainly counters )<br /> Logistics problems of large distances.<br /> Ignorance about facilities.<br /> To make tours more economical and convenient.<br /> Separate branding package tours ( Temptations for MP)<br /> Cultural Tourism<br />

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