8. Chapter
Expanded Mix for Services:
The Seven Ps
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical Evidence
1
1-8
The Tourism Marketing Environment
9. Chapter
Tourism in Canada
• Canada is ranked as the 9th most popular
destination in the world with an international share
of 2.9%
• In 2002, Canada attracted 20 million international
overnight visitors who spent $17.8 million.
• Tourism GDP is $22.4 billion and nearly 600,000
people employed in tourism
• In 2002 Canadians made nearly 18 million overnight
trips outside Canada
1
1-9
The Tourism Marketing Environment
14. Chapter
Demographic and Economic Forces
• DemographicsDemographics
– statistics that describe the observable
characteristics of individuals
– most notable demographic trend in
Canada is the aging population
• Economic forcesEconomic forces
– affect consumer purchasing power and
spending patterns
1
1-14
The Tourism Marketing Environment
15. Chapter
Cultural Forces
• Cultural environmentCultural environment
– institutions and other forces that affect
society’s basic values, perceptions,
preferences, and behaviours
– author Charles Leadbeater claims that
Canada is in the middle of a nostalgia
boom
1
1-15
The Tourism Marketing Environment
16. Chapter
Cultural Trends
• increased responsibility for those who drink & those who sell
and serve alcoholic beverages
• desire to develop individuality in order to be seen and treated
as different from others (egonomics)
• tendency to act and feel younger than one’s age (down-aging)
• urge to change one’s life to a slower but more rewarding pace
(cashing out)
• refusal to tolerate shoddy products and poor service (the
vigilant consumer)
• acceptance of the gay and lesbian community
• concerns for the environment
• increasing desire for smoke-free restaurants and hotels
• desire to regularly eat out.
1
1-16
The Tourism Marketing Environment
17. Chapter
Divide Into Groups
• Read the Fairmont Hotels case study
at the end of the chapter.
• Apply the eight major forces of the
macroenvironment to the Canadian
hotel industry today.
• What are the major forces shaping the
future for Fairmont?
1
1-17
The Tourism Marketing Environment