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Tourism Marketing Chapter 1

Presentation for my Tourism Marketing sections for the first semester of AY 2016-2017, to support the first lecture for tourism marketing based on the reference book Tourism Marketing by Maricel Gatchalian-Badilla.

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Tourism Marketing Chapter 1

  2. 2. MARKETING • Evolved from simple trade to product orientation to sales orientation to relationship marketing • current trends are digital marketing and the growth of social media • marketing for tourism is unique because we are marketing the “tourism experience” Image Source:
  3. 3. Philippine Tourism Arrivals 10.91% growth 4,833,368 2014 5,360,682 2015 Image Source:
  4. 4. Image Source: P4,888.82/day
  5. 5. Emerging Markets for the Philippines • Spain • New zealand • France • Saudi Arabia • Netherlands • Hongkong Image Source:
  6. 6. unique characteristic of the tourism industry intangible Image Source: boracay_sunset.jpg
  7. 7. unique characteristic of the tourism industry inseparable Image Source: sea-soaking-up-sun-arms-behind-gettyimages.jpg? v=1&c=IWSAsset&k=2&d=gel8MgklKUyK2pFxvIZ%2FM6fOlbvYO0Y %2FueJHy8Rla%2BDu4eK9rYbWv0BfK9LgjDGw
  8. 8. unique characteristic of the tourism industry variable Image Source: file-601271387-jpg/blog-files/ bigstock_people_at_a_restaurant_6394452.jpg
  9. 9. unique characteristic of the tourism industry perishable Image Source: p1040428.jpg
  10. 10. unique characteristic of the tourism industry seasonal Image Source: p1040428.jpg
  11. 11. unique characteristic of the tourism industry substitutable Image Source: 2014/11/holiday-packages-in-india.jpg
  12. 12. Tourism is a High-Involvement Product • tourism products are expensive • tourism is a complex product • “once-in-a-lifetime” purchase
  13. 13. –Philip Kotler 2002 “Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
  14. 14. –Kotler, Bowens and Makens 2010 “Marketing is the art and science of finding, retaining, and growing profitable consumers.”
  15. 15. –American Marketing Assocation 2013 “Marketing is the activity, set of institutions, and process of creating, communicating, delivering and changing offerings that have value for customers, clients, partners, and society at large.”
  16. 16. Marketing as a Management Process 1. marketing information system 2. marketing planning 3. planning tactical campaigns 4. marketing operations 5. monitoring and control Image Source: uploads/2015/05/Marketing-Process.jpg
  17. 17. Core Marketing Functions 1. marketing information management 2. financing 3. pricing 4. promotions 5. product /service management 6. distribution 7. selling Image Source: uploads/2015/05/Marketing-Process.jpg
  18. 18. Group Activity • Objective: to prepare the core marketing function in actual tourism destinations • Directions: 1. Form a group with 7 members each 2. Each member will present one core marketing function for a destination. 3. The destination will come from the faculty 4. After 15 minutes, the group must present their output to the rest of the class.
  19. 19. Image Source:
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  21. 21. Factors Contributing to the Growth of IMC • growth of technology • incentive based compensation • consolidation of the retail industry • database marketing
  22. 22. IMC to reach your target market to achieve company objectives within the available budget IMC APPROACH
  23. 23. References • Gatchalian-Badilla, M. (2015) Tourism Marketing, Rex Bookstore, Manila, Philippines • Uninterrupted, robust tourism growth since 2010 from the website Official Gazette 2016/03/03/tourism-growth-aquino-admin/