3. LOGO964 7113
‘Marketing is the human activity
directed at satisfying human needs
and wants through an exchange
process’
Kotler 1980
Tourism Marketing
4. LOGO964 7114
Needs, wants,
and demands
Products
Value, satisfaction,
and quality
Exchange,
transactions, and
relationships
Markets
Core marketing concepts
Source: Kotler et al, 2006
5. LOGO964 7115
Implications of marketing
Who are our existing / potential customers?
What are their current / future needs?
How can we satisfy these needs?
• Can we offer a product/ service that the customer
would value?
• Can we communicate with our customers?
Why should customers buy from us?
7. LOGOสมยศ โอ่ง7
Holidays
Business
Health
Study
Mission/
MICE
Visiting
friends or
relatives
Religion
Sports
Others
Purpose
s of visit
Crew
members
(nonresidents)
Nationals
resident
abroad
Nonresidents
TOURISTS
Cruise
passengers
Day visitors Crews
EXCURSIONISTS
TRAVELLERS
Included in
tourism
statistics
VISITORS
Not included in
tourism
statistics
Permanent
immigrants
Temporary
immigrants
DiplomatsRepresenta
tion of
consulates
Members
of the
armed
forces
RefugeesTransit
passengers
NomadsBorder
workers
11. LOGO
Abraham Maslow
Maslow’s theory
of human needs
A need is a
physiological or
psychological
deficiency a
person feels
compelled to
satisfy.
Self-actualization needs
Highest level: need for self-fulfillment; to
grow and use abilities to fullest and most
creative extent
Esteem need
Need for esteem in eyes of others; need
for respect, prestige, recognition and
self-esteem, personal sense of
competence, mastery
Social needs
Need for love, affection, sense of
belongingness in one’s relationships with
other people
Safety needs
Need for security, protection, and stability
in the events of day-to-day life
Physiological need
Most basic of all human need; need for
biological maintenance; food, water and
physical well-being
12. LOGO
Maslow’s theory of human needs
Deficit principle
• A satisfied need is not a motivator of behavior.
Progression principle
• A need becomes a motivator once the preceding
lower-level need is satisfied.
Both principles cease to operate at self-
actualization level.
13. LOGO
Maslow’s Hierarchy
Personal’s drive
Self respect, autonomy, achievement , status
Affection , belongingness, acceptance,
friendship
Security from physical and emotional harm
Food , drink , water , shelter , sex
15. LOGO
Maslow’s needs and motives listed
(Mill, R. C. & Alastair M. M., 1998)
NEED MOTIVE TRAVEL REFERENCES
Physiological Relaxation Escape
Relaxation
Safety Security Health
Recreation
Belonging Love Family togetherness
Kinship relationships
Companionship
Interpersonal relations
Ethnic
Esteem Achievement status Social recognition
Ego-enhancement
Professional/business
Status
Self-actualization Be true to one’s own nature Exploration
Self-discovery
Satisfaction of inner desires
17. LOGO
The leisure motivation scale
(Beach and Ragheb, 1983) จาแนกแรงจูงใจเป็น 4 ประเภท
The intellectual component
ด้านความคิด เช่น เรียนรู้, สารวจ, ค้นพบ
The social component
ด้านสังคม เช่น ความรัก, การยอมรับ, การยกย่อง
The competence-mastery component
ความท้าทาย, การแข่งขัน,
The stimulus-avoidance component
หลีกหนีจากชีวิตประจาวัน, ความสงบ, ผ่อนคลาย
18. LOGO
Source: Swarbrooke, J. & Horner, S. (1999)
Physical
-Relaxation
-Sun tan
-Exercise and
health
-Sex
Emotional
-Nostalgia
-Romance
-Adventure
-Escapism
-Fantasy
-Spiritual fulfillment
Personal
-Visiting friends and
relatives
-Make new friends
-Need to satisfy
others
-Search for economy
if on very limited
income
Personal
development
-increased
knowledge
Learning a new
skill
Cultural
-Sightseeing
-Experience
new cultures
Status
-Exclusivity
-Fashionability
-Obtaining a
good deal
-Ostentatious
spending
opportunities
Tourist
Tourist’s motivations
19. LOGO
Tourist’s motivations are probably:
Personality
Lifestyle
Past experience
Past Life
Perceptions of their own strengths and weaknesses
Image
20. LOGO
Motivators change over time
Circumstances
Having a child, or meeting a new partner
An increase or reduction in income
Worsening health
Changing expectations or experiences
24. LOGO
Major motivation and different types of visitor attractions
Theme park
• excitement
• Risk and adventure
• Escapism
• Status if world fomous
Museum
• Learn something new
• Nostalgia
• Status if internationally
famous
Art gallery
• Aesthetic pleasure
• Relaxation
• Pusue special interest in art
• Status if see word fomous
painting
Leisure shopping
complex
• Escapism
• Search for a bargain
• Status if bought designer
label product
Golf course
• Exercise
• Make new friends
• Status if it is a prestigious
course
For examples:
88. LOGO
Baby boomer (1946 to 1964) Post-World War II baby boom
Generation X (1960s through the early '80s, usually no later than 1981 or 1982)
Generation Y (Echo baby boom) (1980 to 1999), the children of the post-WWII baby boomers
Generation Z (Mid 1990s onward)
Number of births in the United States
118. LOGO
Spectrum of buyer behaviour characteristics
Convenience products shopping products
mainly low unit value/price mainly high unit value/price
mainly perceived necessary mainly nonessential
low problem solving high problem solving
low information search high information search — ·
low customer commitment high customer commitment
high purchase frequency low purchase frequency
high brand loyalty low brand loyalty
high speed decision process low speed decision process
high rapidity of consumption low rapidity of consumption
extensive distribution expected - limited distribution expected
Spectrum of products associated with the spectrum of buyer behavior ;
Convenience products Shopping products
Urban transport holidays
commuter train transport hotel accommodation
bank air transport
post office services private education
take-away foods motor Cars
washing powder freezers
cigarettes carpets
branded chocolate bar furniture
119. LOGO
สี่สถานการณ์การซื้อ
Extensive Problem Solving
• : การท่องเที่ยวที่วางแผนล่วงหน้า
Limited Problem Solving
• : การไปเที่ยวทั่วๆ ไป
Routine Response
• : การเดินทางกับสายการบินหนึ่งเป็นประจา
Impulse Purchase
• : ผู้ซื้อมีแนวโน้มที่จะซื้ออยู่แล้ว และมีสิ่งกระตุ้นทาให้ตัดสินใจทันที
131. LOGO
Personal
Determinants
Knowledgeof :
- Destinations
- The availabilityof different tourism
product
- Price differences Between
competitors’ organizations
Experienceof :
- Types of holidays
- Different destinations
- The products offered by different
tourism organizations
- Taking a trip withparticular
individualsor groups
- Attemptingto find
discountedprices
Attitudeand perceptions:
- Perceptions'of destinations andtourism
organizations
- Politicalviews
- Preferencesfor particular Countries and
cultures
- Fearof certainmodes of travel
- Ideasof what constitutes value for money
- Their attitude to standards
• of behavior asa tourist
Circumstances :
- Health
- DisposableIncome available
- Leisure time
- Work commitments
- Familycommitments
- Car ownership
Individual
tourist
137. LOGO
The Schmoll model of the travel
decision process
Consumer
Travel
Stimuli
e.g. advertising
and travel
literature
Characteristics
and features of
the service destination
e.g. range of
attractions offered and
cost/value
External
variables
e.g. confidence
in travel trade
intermediaries
Personal
determinants of travel
Behavior
e.g. personality
factors, attitudes
and values
138. LOGO
Consumer travel decision framework
Gilbert (1991)
• Family
influences
• Reference group
influences
• Cultural
influences
• Socioeconomic
influences
Motivation or
energizers Perception
Learning
Personality/
attitude
Consumer or
Decision-maker
141. LOGO
The weaknesses of models
►Based on little or no empirical research
►Old and do not take account of recent
changes.
►Most are base on traditional markets such as
Europe and USA.
►They are too simplistic to explain.
►Presume a high degree of rationality in the
decision-making process which is not always
evident.
141 964 855 / อ.สมยศโอ่งเคลือบ
145. LOGO145
Tourism products
represent an infrequent
but high value purchase
Products can be sold
individually e.g. airline
seats or hotel beds
Product can be
combined into
composite products e.g.
package holidays
The same product is
sold simultaneously:
direct to customers, via
agents
Characteristics of Tourism
146. LOGO146
Destination products exist at a number of geographical
levels:
• local,
• regional,
• national,
• continental
Product only bestows on the purchaser:
• temporary user rights e.g. right to use hotel for a week,
• shared user rights e.g. have to share the hotel with other people
Characteristics of Tourism
147. LOGO147
Organizations marketing the destination product do
not own or control all the elements of the product e.g.
TAT do not own hotels or tourist destinations
External influences have a major impact on purchase
decisions e.g. friends, relatives, literature, media
Distinction between consumers and customers
e.g. incentive travel, business tourism where
companies pay the bills and are the customers, while
the business traveller uses the service and is the
consumer
Characteristics of Tourism
148. LOGO148
Customers can have
very high expectations
of the products
Price does not always
reflect quality or the
cost of production
Characteristics of Tourism
149. LOGO964 711149
Implications of marketing
Who are our existing / potential customers?
What are their current / future needs?
How can we satisfy these needs?
• Can we offer a product/ service that the customer
would value?
• Can we communicate with our customers?
Why should customers buy from us?
150. สมยศ โอ่งเคลือบ 150
การแบ่งส่วนตลาด
(Market segmentation)
Dibb et al (1994) ให้ความหมายว่า คือกระบวนการใน
การแบ่งส่วนตลาดออกเป็นส่วนๆ ตามกลุ่มคนที่มีความ
ต้องการผลิตภัณฑ์ที่คล้ายคลึงกัน
เพื่อวัตถุประสงค์ในการกาหนดส่วนผสมทางการตลาด
(Marketing mix) ให้ตรงกับความต้องการของแต่ละส่วน
175. สมยศ โอ่งเคลือบ 175
The tourism product
• Tangible element
• Service element
• Role of agents
The satisfaction factor
• Perceptions/experience
• Attitudes and expectations
• Uncontrollable factors
The outcome
• Tourist satisfaction
• Partial satisfaction
• Tourist dissatisfaction
The tourist satisfaction process