International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
• Presentation By
• Dr. Kingsle...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Structure of the Presentation
...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
What is Marketing ?
“ Marketing...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
The Major Components of Tourism...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Marketing Characteristics in To...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Factors Affecting Tourism Marke...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
The Apparent Tourism Marketing ...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Tourism Growth Trends from 1966...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Emphasis on Beach Tourism
Sourc...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Dependency on West European Mar...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Insufficient Attention on areas...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Tourism Promotion (Marketing) S...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Tourism Promotion (Marketing) S...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Tourism Promotion (Marketing) S...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
 In 2006 SLTB participated in ...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
 The Sri Lanka Festival in Tok...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Finding New Markets
 Tapping o...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Finding New Markets.. (Continue...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Tourist Arrivals to Sri Lanka b...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
 By 2003 Sri Lanka was operati...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
High Level Discussions to Promo...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Destination Branding : The Impo...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
 From the very beginning Sri L...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
 The latest attempt on brandin...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Conclusions
 “Accessibility” f...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
 Prompt attention should be gi...
International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
Thank You For Your Attention
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Tourism marketing

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The first few slides of this presentation describes the general features of tourism marketing. Second half of the presentation provide information about the marketing strategies adopted to encourage tourism development in Sri Lanka. this document was presented at an International conference held at University of Kelaniya, Sri Lanka in 2008.

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Tourism marketing

  1. 1. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 • Presentation By • Dr. Kingsley Guruge • Dept. of Geography, • University of Kelaniya
  2. 2. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Structure of the Presentation  Introduction on Marketing and Marketing In Tourism  Tourism Marketing Characteristics, Factors affecting Tourism Marketing, Tourism Marketing Policy in Sri Lanka  Tourism Promotion (Marketing) Strategies of Sri Lanka Since Independence  Recent Intensive Tourism Promotional Measures Finding New Markets Increasing the Accessibility High Level Discussions to Promote Sri Lanka Destination Branding  Conclusions
  3. 3. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 What is Marketing ? “ Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer. ” Key factor in successful marketing is understanding the needs of customers. Marketing Concept suggests marketing decisions should flow from FIRST knowing the customer and what they want. Source :www.knowthis.com
  4. 4. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 The Major Components of Tourism Marketing Accommodation Sector Hotels/Motels Guest houses/ Bread & breakfast Apartments/Flats/Villas/Cottages Holiday Centres/Vacation Villages Conference/Exhibition Centres Static and Touring Caravans Marinas Condominiums Attraction Sector Theme Parks Museums & Galleries National Parks Wildlife Parks Gardens Heritage Sites and Centres Sports/Activity Centres Leisure/Entertainment Centres Festivals and Events Transport Sector Airlines Shipping Lines/ Ferries Railways Bus/Coach Operators Car Rentals Travel Organizors’ Sector Tour Operators Tour wholesalers/brokers Retail travel agents Conference Organizers Booking agencies (e.g. Accommodation) Destination Organization Sector National tourist Offices Destination Marketing Organisations Regional/State Tourist offices Tourist Associations
  5. 5. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Marketing Characteristics in Tourism  The product is not tangible until the tourist reaches the destination  The tour operator sells a tourist package to the consumer. It offers the consumer (The Tourist) a set of facilities, that he/she would be able to enjoy on reaching the tourist destination.  Therefore the consumer purchases “ A Set of Dreams” for an agreed amount of money.  it is the responsibility of the travel organizers (both at origin and destination) to see that the “Traveller’s Dream” becomes a reality
  6. 6. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Factors Affecting Tourism Marketing  Accessibility- 1. Distance to the destination 2. Time consumed to reach the destination 3. Travel Cost  Nature of the Destination  Purchasing power of the tourists  Political stability (Globally and also within the destinations) International Terrorism Terrorism within destinations  Economic Recessions in Tourism Generating Countries  Destructions due to natural disasters
  7. 7. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 The Apparent Tourism Marketing Policy of Sri Lanka  Tourism was introduced as a means of earning foreign exchange  A Rapid Expansion of the Tourism Sector was expected  Emphasis on Beach Tourism  Relying on West European Market  Insufficient attention on cultural tourism
  8. 8. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Tourism Growth Trends from 1966-2006 0 100000 200000 300000 400000 500000 600000 1966 1968 1970 1972 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 Years NumberofArrivals Foreign Exchange Earnings from Tourism -1966-2006 0 50 100 150 200 250 300 350 400 450 1966 1968 1970 1972 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 Years US$Millions Employment Generation in Tourism From 1970-2006 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 1970 1972 1974 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 Years NumberofEmployment Opportunities Rapid Expansion of the Tourism Sector Growth of Tourist Accommodation Sector 1966 - 2005 Growth of Tourist Accommodation Sector 1966 - 2005 Source; Sri Lanka Tourist Board, Annual Statistical Report of Sri Lanka Tourism 2006
  9. 9. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Emphasis on Beach Tourism Source; Sri Lanka Tourist Board, Annual Statistical Report of Sri Lanka Tourism 2006
  10. 10. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Dependency on West European Market Source; Sri Lanka Tourist Board, Annual Statistical Report of Sri Lanka Tourism 2006
  11. 11. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Insufficient Attention on areas other than "Pleasure” Source; Sri Lanka Tourist Board, Annual Statistical Report of Sri Lanka Tourism 2006
  12. 12. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Tourism Promotion (Marketing) Strategies of Sri Lanka Since Independence  in 1937 “Tourist Bureau” (By the British)  “The Government Tourist Bureau.” (after 1948)  In 1966, Ceylon Tourist Board (CTB) was established by an act of parliament as a policy formulating body  Establishment of Ceylon Hotel Corporation
  13. 13. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Tourism Promotion (Marketing) Strategies of Sri Lanka Since Independence (Continued)  In (1953) a tourist office was established at the passenger jetty of Colombo Port, with the aim of promoting Sri Lanka through posters and press advertisements.  In 1959 the first charter flight arrived in Sri Lanka.  1n 1967 “The Ceylon Tourism Plan” was introduced, with the objective of achieving optimum growth in international travel and tourism  Introduction of the Second Tourism Master Plan in 1993
  14. 14. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Tourism Promotion (Marketing) Strategies of Sri Lanka Since Independence (Continued)  Mice tourism was encouraged, in 1996, and as a result number of tourists who visited Sri Lanka under this category grew by more than four fold in 1997, relative to 1996  Turnover Tax on hotel accommodation charges (I%) has been removed by the 1998 annual budget proposals  Import of goods for refurbishment and upgrading of hotels , and import of vehicles for transport of tourists were exempted from import duty for a period of one year  Corporate income tax on the tourist industry has been reduced from 35% to 15% to ensure investments on tourist industry
  15. 15. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008  In 2006 SLTB participated in several international travel fairs held in India, U K, Germany, France, China, Hong Kong, Japan, Korea and Middle East to promote Sri Lanka as a friendly Destinatio  The World Spice Festival was held in Colombo for the 2nd successive year form 14th to 26th September 2006. 13 International Chefs were flown down to Colombo and were assigned to all five star hotels and 03 specialty restaurants to promote an international culinary fiesta as a tourist attraction. Recent Intensive Tourism Promotional Measures
  16. 16. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008  The Sri Lanka Festival in Tokyo + Sri Lankan Week was another important marketing strategy launched to attract Japanese tourists. To fulfill this target the Festival was equipped with cultural shows, food festivals, and a special event named “Capturing Nature’s Wonders .  The New Tourism act no. 38 of 2005, will come into operation with effect from October 1st 2008, and accordingly Tourism Development Authority will be established. It is expected that this act will provide a suitable environment to attract 1.5 million tourists to the island in the year 2010. Recent Intensive Tourism Promotional Measures (Continued)
  17. 17. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Finding New Markets  Tapping other Asian Markets such as Pakistan, Bangladesh, Thailand, Malaysia and China was considered as a priority issue  In 2002 Sri Lanka was identified as an official destination by China. Arrivals from China increased from 4338 in 2002, to 7251 in 2003. ( 67% increase) By 2006 Arrivals from China increased to 16364 ( 277 % increase relative to the figure of 2002)  In May 2003 The Ministry of Tourism and Civil Aviation signed a bilateral agreement with Maldives to promote tourism between the two countries.  A similar agreement was signed with Pakistan in 2003.
  18. 18. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Finding New Markets.. (Continued) BIMST-EC, (Bangladesh, India, Myanmar, Sri Lanka and Thailand) a regional grouping of countries for greater fast track economic co-operation was established in 1997. Six key sectors were chosen for this Economic grouping, and among them was Tourism In 2005, India emerged as the leading producer of tourism to Sri Lanka with 113,323 arrivals, accounting for 20.6 per cent of the total traffic. Market share of South Asia has expanded from 14.4 per cent in 1999 to 27.9 per cent in 2005 and to30.0 per cent in 2006. Western Europe continued to be the single largest source of tourism to Sri Lanka, accounting for 41.3 per cent of the total arrivals.
  19. 19. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Tourist Arrivals to Sri Lanka by Regions 0 50000 100000 150000 200000 250000 300000 2000 2001 2002 2003 2004 2005 2006 Years NumberofArrivals North America Western Europe Eastern Europe ASIA Australasia Recent Market Trends Source; Sri Lanka Tourist Board, Annual Statistical Report of Sri Lanka Tourism 2006
  20. 20. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008  By 2003 Sri Lanka was operating to 33 destinations in 21 countries  In May 2003 The Ministry of Tourism and Civil Aviation signed a bilateral agreement with Maldives to promote tourism between the two countries.  A similar agreement was signed with Pakistan in 2003.  Flight arrangements were made with eight other countries. (Oman, Singapore, Qatar, Egypt, Switzerland, UAE, France and Indonesia) Increasing the Accessibility
  21. 21. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 High Level Discussions to Promote Sri Lanka During June 2007, Development and Invest Promotion Minister Dr. Sarath Amunugama held discussions with Germany’s Travel sector representatives in order to inform them that there is no threat to visitors from the LTTE (The Island. 18th June 2007) In a recent visit to Doha, Qatar, the Deputy Minister for Tourism Hon. Faizer Mustapha launched a major publicity campaign aimed at winning over the large tourist market in the Gulf.
  22. 22. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Destination Branding : The Importance of Branding to Tourism:  Every tourist destination in the world has a “Brand Image".  The brand serves to differentiate a destination from competing destinations. A strong brand is differentiated from others  In tourism, while factors such as cost of travel, convenience, and quality of facilities are important, the strongest motivator is "image” of the particular destination  Image creates an emotional appeal, to visit the destination
  23. 23. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
  24. 24. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
  25. 25. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008
  26. 26. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008  From the very beginning Sri Lanka was marketed based on “Beach Tourism”  A recent interest was witnessed on Marketing tourist facilities other than the beaches (such as Eco-Tourism, MICE Tourism Etc.)  But, with ongoing security issues in the country, Anuradhapura and Polonnaruwa are considered as risky areas  Tour operators are of the opinion that Sri Lanka can get a much larger share of tourist arrivals from places like European countries if a re-branding is done to the destination by removing the cultural tag. Destination Branding : The Case of Sri Lanka:
  27. 27. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008  The latest attempt on branding Sri Lanka as a tourist destination is the Xerox, Sri Lanka Tourist Board partnership, which aims to Promote Sri Lanka as “The Island of Colour.” (Date of Agreement May 2008)  Commenting on the proposal, Chairman, Sri Lanka Tourism, Renton de Alwis said, “This is a high tech – high touch initiative where Sri Lanka Tourism benefits from the high end resources offered by a leading global brand. This brand promotion is for the benefit of all stakeholders and we invite all to involve themselves in its implementations.” Destination Branding : The Case of Sri Lanka:
  28. 28. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Conclusions  “Accessibility” factor is not in a favorable position to tap the European source areas  European market segment is gradually thinning, Special marketing strategies should be adopted to promote the Asian Tourism sector which is emerging since the year 2000.  Current emphasis on Beach Tourism should not be encouraged further, because already the popular beaches are congested with tourism infrastructure facilities and experiencing various social and environmental problems
  29. 29. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008  Prompt attention should be given to market tourist attractions other than the beaches  On going war has damaged the “Image” of Sri Lanka, and it is essential to develop ways and means to overcome this situation through innovative marketing strategies Conclusions (continued)
  30. 30. International Conference on Social Sciences - Sri Lanka 2008 (ICSSL) -18th –20th July 2008 Thank You For Your Attention

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