Tourism marketing utilizes technology in several key ways: 1. Websites, emails, and digital marketing allow tourism businesses to connect with customers online and track return on investment. 2. Social media gives businesses an online presence and helps them rank higher in search engines. 3. E-tourism incorporates technology into all business functions and processes to improve competitiveness in the industry. 4. Specific tourism software products help operators manage operations like bookings, reservations, and planning.

1. Tourism Marketing
Amal Benny

2. Competition
• Competition is the rivalry between companies selling similar products and services
with the goal of achieving revenue, profit, and market-share growth. Market
competition motivates companies to increase sales volume by utilizing the four
components of the marketing mix, also referred to as the four P's. These P's stand for
product, place, promotion, and price.
• Knowing and understanding your competition is a critical step in designing a
successful marketing strategy. If you are not aware of who the competition is and
knowledgeable about their strengths and weaknesses, it's likely that another firm
could enter the picture and provide a competitive advantage, such as product
offerings at lower prices or value added benefits.
• Identifying your competition and staying informed about their products and services
is the key to remaining competitive in the market and is crucial to the survival of any
business.

3. These companies or organizations are very similar to yours in multiple aspects of a product
or service offering.
They may or may not compete with all the same services, the delivery might be different, or
they may have a different marketing strategy. Maybe you sell red apples and they sell green.
You market the sweetness of your apples and the competitor highlights the texture of theirs.
Sure, in some cases there is not a direct competitor, but this is not the only type.
Direct Compactors.

4. Indirect Compactors
Some companies offer a product or service that is different, but intended to solve the
same problem.
This might make it easy for consumers—maybe they either like apples or bananas.
You’ll never be a banana, but maybe you can convince more people that potassium isn’t
that important.

5. Perceived competitors
• These are the most challenging types of competitors to identify, because they require
your marketing team to stop focusing on your business and concentrate instead on
the customer’s point of view.
• Monitoring is the only way to identify this group of companies. (Social media tools like
Twitter are great for this and provide more insights than marketers had even a few
years ago.) Apple-flavored gummy vitamins may have nothing on the real fruit, but
maybe your target audience thinks they get the same vitamin C from both.

6. Partner competitors
• We hear a lot about strategic partnerships in the business community today, and
they can be incredibly important to your communications strategy.
• Businesses are always changing, though, and the company that might have been your
best referral source is now expanding because what you do seems like a great growth
opportunity. Say hello to the grapple (looks like an apple, tastes like a grape).

7. Qualitative and Quantitative Analysis

8. Qualitative approaches
• Qualitative approaches have the advantage of allowing for more diversity in
responses as well as the capacity to adapt to new developments or issues during the
research process itself.
• While qualitative research can be expensive and time-consuming to conduct, many
fields of research employ qualitative techniques that have been specifically developed
to provide more succinct, cost-efficient and timely results using:
• Surveys
• Competitive Analysis
• Customer Satisfaction

9. Quantitative methods
• Quantitative methods are often seen as providing more representative, reliable and
precise measures through focused hypotheses, measurement tools and applied
mathematics.
• By contrast, qualitative data is usually difficult to graph or display in mathematical
terms, but often used for policy and program evaluation research since it can answer
certain important questions more effectively than quantitative approaches.

11. Forecasting
Planning
Forecast
Customer
Production
Process
Finished
Goods
Inputs

12. Forecasting
Marketing: forecasts sales for new and existing products.
Production: uses sales forecasts to plan production and operations; sometimes
involved in generating sales forecasts.

13. Characteristics of Forecasts
• They are usually wrong
• A good forecast is usually more than a single number
• Aggregate forecast are more accurate
• The longer the forecasting horizon, the less accurate the forecasts will
be
• Forecasts should not be used to the exclusion of known information

14. Forecasting Horizon
Short term
(inventory management, production plans..)
Intermediate term
(sales patterns for product families..)
Long term
(long term planning of capacity needs)

15. Forecasting Techniques
Judgmental
Models
Time Series
Methods
Causal Methods
Forecasting
Technique
Delphi
Method
Moving
Average
Exponential
Smoothing
Regression
Analysis
Seasonality
Models

16. Forecasting Tourism Demand
• Forecasting is a subject that fascinates many people who are interested in
the economics of tourism.
• Estimates of future demand at destination level are very important in
managing and planning tourism development and the necessary
investment.
• However, forecasting in the tourism sector is not an easy job. The tourism
economists have developed forecasting models to predict travel demand for
every major global market and particular traveller segments.
• More important, these models have established proven track records for
accuracy. The reason is straightforward and the models are firmly-rooted in
the economic fundamentals of origin markets along with the changing
dynamics of the tourism industry and traveller preferences.

17. Forecasting of Tourism Applications
Firstly, the success of many businesses depends largely or totally on the state of
tourism demand, and ultimate management failure is quite often due to the failure to
meet the market demand.
Therefore, accurate forecasts of tourism demand are essential for efficient planning by
tourism-related businesses, particularly given the perishable nature of the tourism
product.

18. Secondly, tourism investment, especially investment in destination infrastructures
requires long-term financial commitments and the sunk costs can be very high if the
investment projects fail to fulfil their designed capacities.
As a result, the prediction of long-term demand for tourism related infrastructures
often forms an important part of the investment project appraisals.

19. Thirdly, government macroeconomic policies largely depend on the relative importance
of individual sectors within a destination. Hence, accurate forecasts of demand in the
tourism sector of the economy will help the destination governments in formulating and
implementing appropriate medium to long term tourism strategies.

20. Last but not least, the demand for tourism in a particular destination is one of the key
factors that determine the destination's competitiveness;
therefore accurate assessment of future tourism demand in the destination will help the
destination to position itself on the world market in order to compete with its competing
destinations.

21. Role of Technology Tourism Marketing
Coltman (1989) defines tourism marketing as “a management
philosophy that, in the light of tourist demand, makes it possible through
research, forecasting and selection to place tourism products on the
market in line with the origins purpose for greatest benefits”.
Tourism Marketing

22. Information Technology
Information Technology is the applications of computers and telecommunications
equipment to create , store , retrieve , transmit and manipulate data in various form
like business data, voice conversations ,still images, motion picture, multimedia
presentation.
It also include other information distribution technology such as televisions and
telephones.

23. Information technology helps in,
• Decision making
• Customer relationship management(CRM)
• Product management
• Brand management
• Pricing
• Digital marketing

24. Information technology in decision making
Decision making is one of the most significant and important activities in a
business. Decision making involves various processes which are influenced by technology.
Information technology provides a business with a Decision support system (DSS) and
Artificial intelligence (AI) system, the combination of these IT systems helps in creating
information through online analytical process (OLAP) to facilitate decision making tasks that
might require significant effort and analysis. Technology simplifies the way we make decision
in a business.

25. Role of IT in decision making
• Data Processing Capabilities: Technology helps to make quick business decisions by
giving the ability to slice and dice way through massive amounts of
information. Data warehouse have data mining tools which computerize the process
of making decisions.
• IT brings speed: Vast amounts of information, and sophisticated processing
capabilities useful in making a decision. IT provides great power, but the decision
maker must know what kinds of questions to ask of the information and how to
process the information to get those questions answered.

26. IT Supports group decision making
• Group decision support system use to make quick decisions. A (GDSS) group decision
support system is a type of decision support system that facilitates the formulation of
and solution to problems by a team. A GDSS facilitates team decision making by
integrating, groupware, DSS capabilities, and telecommunications.

27. Customer Relationship Management
• Customer relationship management (CRM) :is a system for managing a company’s
interactions with current and future customers. it is a term applied to processes
implemented by a company to handle its contact with its customers.
• CRM software is used to support these processes, storing information on current and
prospective customers. Information in the system can be accessed and entered by
employees in different departments, such as sales, marketing, customer service,
training, professional development, performance management , human resource
development, and compensation.

28. IT helps in product management
• Product management is an organizational lifecycle function within a company dealing
with the planning, forecasting, and production, or marketing of a
product or products at all stages of the product lifecycle.
Tools for product management: PRODPAD
• ProdPad is Product Management Software for the whole team. It allows to capture
ideas from the team, flesh them out into product specs that the development team can
use, and then put it on a roadmap that shows where the product is now and where it
will go in the future

29. IT helps in brand management
• Brand management: is the analysis and planning on how that brand is perceived in
the market. Developing a good relationship with the target market is essential
for brand management. Tangible elements of brand management include the product
itself; look, price, the packaging, etc
Tool for Brand management: WebDAM
WebDAM is an all-in-one online brand management solution that helps to align brand
assets to your brand management guidelines, brand strategy and approved usage. By
deploying brand asset management software, the business can maintain a consistent
brand which reassures the audience that the company can be trusted.

30. IT helps in Price management
• Price Management is a closed-loop process whereby companies analyze, plan, publish,
execute and negotiate price. Better strategies around price are necessary to combat a
highly competitive market and a global customer base.
Tool for price management: APPTIVO
• It is a price management software
• Keep the pricing updated
• Have different price lists for different customers
• Modify your pricing for a predetermined time period
• Monitor the impact of the pricing changes on the revenues

31. Digital marketing
• Digital marketing: is the use of electronic devices (computers) such as personal
computers, smartphones, cell phones, tablets and game consoles to engage with
stakeholders.
• Digital marketing applies technologies or platforms such as websites, e-mail, apps
and social networks.
• Digital Marketing can be through Non-internet channels like TV, Radio, SMS, etc or
through Internet channels like Social Media, E-mails ads, Banner ads, etc.
• Social Media Marketing is a component of digital marketing.
• Digital marketing is becoming more popular with marketers as it allows them to
track their Return on Investment (ROI) more accurately compared to other
traditional marketing channels

33. 1. Online Marketing,websites And Emails
Accessibility of Internet and popularity of the smart phones created a new way of how people connect.
Customers are no longer just browsing the Internet; they interact online, whether it is via social media
sites, review sites, chats, blogs, wikis or emails. Anyone can post a review on TripAdvisor, share a post
with their Facebook friends, upload the tour photos on Flickr.This means tour businesses that do not
have a website can also have an internet identity.
The Internet changes the balance power between the company and the consumers, creating human
connections, interactions between users.

34. 2. Social Media Marketing
Most tour or activity operators will justify their refusal to participate by saying that their prospects
don’t hang out there, so it would be an ineffective communication tool. But even if you think most of
your customers aren’t on social media networks (and even if you’re right), there are still other
reasons why you should be using them having social media accounts actually helps you rank on
Google’s search results page.
There are obvious reasons why you want to be on that page for keywords related to your products or
services; people trust Google, so more people will find you through it, and hopefully a large
proportion of them will then make an online booking through your site.

35. 3. E-tourism
E-tourism Determines The Competitiveness Of The Organisation By Taking Advantage
Of Intranets For Reorganising Internal Processes, Extranets For Developing
Transactions With Trusted Partners And The Internet For Interacting With All Its
Stakeholders And Customers.
The E-tourism Concept Includes All Business Functions (I.E., E-commerce, E-
marketing, E-finance And E-accounting, Ehrm, E-procurement, Er&d, E-production)
As Well As E-strategy, E-planning And E-management For All Sectors Of The Tourism
Industry, Including Tourism, Travel, Transport, Leisure, Hospitality, Principals,
Intermediaries And Public Sector Organisations.

36. Tourism Related Software Products
1. Tour Visio Tour Operator Software
2. Tailor MadeTour
3. Amedius
4. Galilieo
5. Abacus
6. Sabre

37. Thank You 