introduction to tourism marketing for chapter 1

1. CHAPTER 1
INTRODUCTION TO
MARKETING CONCEPT AND
PRINCIPLES OF MARKETING

2. Markets

3. Marketing Defined
Marketing is a process by which companies
• create value for customers and build strong
customer relationships in order to
• capture value from customers in return.

4. Marketing Tourism Defined
• Refers to the strategic activities and processes
undertaken to promote and sell tourism products and
services to potential customers.
• To attract and satisfy tourists, encouraging them to
choose a particular destination, travel experience, or
tourism-related product. This can include marketing
efforts by tourism boards, travel agencies, hotels,
airlines, tour operators, and other entities involved in
the tourism sector.

5. Function of Marketing
• to identify, anticipate, and satisfy customer needs and
wants profitably.
- It encompasses a range of activities aimed at promoting and
selling products or services, as well as building and
maintaining relationships with customers.
• to create value for customers, drive business growth,
and establish a strong market presence for the
company or brand.
- It involves understanding customer needs, developing
products or services to meet those needs, promoting them
effectively, and building lasting relationships with customers.

6. Function of Tourism Marketing
• to promote and advertise tourist destinations,
attractions, and services to potential travelers in
order to attract them and encourage them to visit a
specific location.
• It involves creating and implementing strategies and
campaigns to effectively communicate the unique
features and benefits of a destination, generating
interest and desire among the target audience.

7. Key Functions Of Tourism Marketing
• Destination Promotion
• Target Market Segmentation
• Branding and Positioning
• Advertising and Communication
• Relationship Building
• Market Research and Analysis
• Visitor Experience Enhancement

8. Marketing Management Orientations
Production
concept
Product
concept
Selling
concept
Marketing
concept
Societal
Marketing
concept
Consumers will
favor
products that
are available
and highly
affordable.
Consumers
favor products
that offer the
most quality,
performance,
and features.
The focus is on
continuous
product
improvements.
Consumers will
not buy enough
of the firm’s
products unless
the firm
undertakes a
large-scale
selling and
promotion
effort.
Know the needs
and wants of
the target
markets and
deliver the
desired
satisfactions
better than
competitors.
The company’s
marketing
decisions
should
consider
consumers’
wants, the
company’s
requirements,
consumers’
long-run
interests, and
society’s long-
run interests.

9. The Selling and Marketing Concepts
Contrasted

10. Marketing concept for Tourism
Marketing
• Tourism marketing is a strategic approach used by
destinations, tourism boards, travel agencies, hotels,
and other stakeholders in the tourism industry to
promote their offerings and attract visitors. A
successful tourism marketing concept encompasses
various elements that help create awareness,
generate interest, and ultimately drive visitation to a
particular destination.

11. Key Components Of An Effective
Tourism Marketing Concept:
• Target Audience
• Branding and Positioning
• Storytelling
• Multi-channel Marketing
• Visual Content
• User-generated Content
• Partnerships and Collaborations
• Sustainable and Responsible Tourism
• Data Analysis and Performance Measurement

12. Characteristics Of The Service
Industry
• Intangibility
• Inseparability
• Heterogeneity
• Perishability
• Customer Interaction
• Labor-Intensive
• Customization and Personalization
• Knowledge and Expertise
• Importance of Service Quality
• Service Recovery

13. Marketing Approach Defined
• refers to the overall strategy and tactics used by a
company or organization to promote its products or
services and reach its target audience.
- It involves identifying and understanding the
needs and preferences of the target market,
creating a compelling value proposition, and
implementing various marketing activities to
attract, engage, and retain customers.

14. Marketing Approaches For Tourism
• Digital Marketing
• Targeted Advertising
• Content Creation (TikTok)
• Partnerships and Collaborations
• Destination Branding
• Online Reviews and Testimonials
• Influencer Marketing(Paid Review)
• Local Events and Festivals
• Visitor Assistance and Information
• Sustainable and Responsible Tourism