This document discusses key concepts in tourism marketing, including the traditional 4Ps marketing mix of product, price, place, and promotion. It notes that tourism products are services that have unique characteristics like intangibility, heterogeneity, temporary ownership, and perishability. These need to be considered when marketing tourism. The document also introduces the 7Ps tourism marketing mix, which adds people, process, and physical evidence. It provides examples of how each of these elements, like employees and facility design, can impact customers' experience and perception of a tourism product or destination.

1. Marketing Tourism Hillary Jenkins, Otago Polytechnic

2. Marketing Concept ‘ Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.’ (Chartered Institute of Marketing, UK)

3. The Traditional Marketing Mix Set of controllable variables blended by organisations for selected market segments The Price Place (distribution) Product Promotion Queenstown

4. 4P’s of Marketing Product Design Quality Range Brand name Features Price List price Discounts Commissions Surcharges Extras Place Distribution channels Methods of distribution Coverage Location Promotion Advertising Sales promotion Salesmanship Publicity The Marketing Mix

5. Product Tourism products and services are designed for and continuously adapted to match changing needs, expectations and budget of the target market

6. Place Not only the location of the tourist attraction or facility but the location of points of sale that provide customers with access to tourist products

7. Price Used to achieve predetermined sales volume and revenue objectives Price gives a product or service a perceived value in the eyes of the consumer

8. Promotion The most visible of the 4p’s Promotional techniques aim to increase awareness and demand for products

9. Marketing Services Tourism is a service. Services differ from physical products, This needs to be taken into account when marketing them

10. Characteristics of Services Intangibility Heterogeneity Temporary ownership Perishability Inseparability

11. Intangibility Not the physical portion (tangible) of the product Performance or experience rendered by the service provider to the service consumer Most tourism products are a mixture of tangible and intangible

12. Inseparability Services are usually produced and consumed at the same time Think of a restaurant meal This can make it difficult to separate the provide of the service from the service itself.

13. Perishability Services cannot be saved or stores as they expire during the simultaneous production and consumption process Aircraft seat

14. Heterogeneity Standardisation Difficult to achieve in a people based service industry Quality control plays an important part

15. Ownership Service customers usually only have access to our use a facility where a service is performed Use of a hotel room for a holiday – you occupy the space only and have temporary use of the facilities

16. How Tourism Differs Tourism is more supply-led than other services All ready have the product then research which market might be interested in purchasing it. Dunedin the destination is already here who wants to visit. Tourism product might involve the co-operation of several suppliers . e.g. Package holiday

17. How Tourism Differs Tourism is a complex, extended product experience with no predictable critical evaluation point. Pre trip anticipation and post trip reflection Every trip is different therefore may not be anything to evaluate it against.

18. How Tourism Differs Tourism is a high-involvement, high-risk product to its consumers Involves committing large sums of money to something that cannot be seen or evaluated before purchase. Tourism is a product partly constituted by the dreams and fantasies of its customers . Unlike banking and car repair, tourism is not consumed for rational, functional purposes.

19. How Tourism Differs Tourism is a fragile industry susceptible to external forces beyond the control of its suppliers. Tourism organisations sometimes have to make rapid responses to crises in the form of product redesign, price reductions or promotional damage limitation.

20. 7 P’s of Tourism Marketing Price Place Product Promotion People Process Physical Evidence

21. People Know who your target market is traveller or tourist? http://flickr.com/photos/wolfgangstaudt/2242014640

22. People - Employees A tourism organisations most valuable resource Physical appearance, behaviour, knowledge and attitude has a powerful impact on customers perception of the tourism product Ensure uniform, grooming etc. conform to branding and target market

23. People - Employees Ensure staff are trained to ensure the product is delivered in accordance with the marketing strategic plan. Employees physically embody the product and are walking billboards from a promotional point of view – Zeithaml & Bitner (1996)

24. Process Process is inseparable product If any part of the process is found to be unsuitable by the consumer, it could result in a negative evaluation of the whole product.

25. Physical Evidence Defined as the built environment owned and controlled by a tourism organisation The tangible aspect of the tourism product May be used to facilitate the service delivery process e.g. layout and signage Communicates messages about quality, positioning and differentiation

26. Think about the layout, colours , furnishings, sound systems at an airport. http://flickr.com/photos/jamespaullong/940934988/ Physical Evidence