1. The Ten “P’s” of Travel, Tourism
and Hospitality Marketing*
* From Best Practices for International Tourism Development for Rural Communities
(2002) by David L. Edgell, Sr., PHD

2. Marketing…
“…. to design a product/service combination
that provides real value to targeted
customers, motivates purchase, and fulfills
genuine customer needs.”
-James Makens et al., Marketing for Hospitality and Tourism, 1999

3. Ten “P’s”
1. Product
The tourism product differs from
other products due to the wide
range it covers, including such
areas as accommodations,
transportation, food, recreation
and attractions. Often the product
includes intangibles such as
history, culture and natural beauty.
Many times the hospitality or
tourism product is viewed as more
of a “service” in the customer’s
eyes. The closer we can
determine how to satisfy the
customer’s needs, the more
successful the destination will be.

4. Ten “P’s”
2. Price
This refers to the amount
customers pay for the
product or service
provided. A quality tourism
experience at a fair price is
what the customer is
looking for in most cases.
Pricing should be based
upon clear-cut goals and
objectives: survival, profit
maximization, market
share, competition or
positioning.

5. Ten “P’s”
3. Place
The place where the
customer buys the tourism
product can vary greatly.
Travel agents, tour
operators and tour
wholesalers are a few
examples of the distribution
points for tourism products.
Look for new distribution
points in which you can sell
your services. For
example: web sites like
Country-Adventures.com.

6. Ten “P’s”
4. Promotion
A range of activities can be
used to convince
customers to buy the
product, including
information kits, web sites,
advertising, personal
selling, sales promotion,
travel shows, and public
relations.
Utilize tourist information
centers, such as welcome
centers.
Participation with your
state, regional and local
tourism offices and
associations.

7. Iowa Tourism Office
Promotional Opportunities
Traveliowa.com
Tradeshows
International Travel,
Group Travel and
Meetings

8. Iowa Tourism Office
Promotional Opportunities
Iowa Travel Guide
Iowa Calendar of
Events (Print and Online)
Communications and
Public Relations
Cooperative
Advertising Program
Publications such as Midwest
Living, AAA Living, The Iowan,
Better Homes and Gardens, The
Group Travel Leader, Minneapolis
Star Tribune and more….

9. Ten “P’s”
5. Partnership
By forging partnerships with
companies that share the same
business objective, you can better
meet the overall demands of the
tourism customer while sharing
the total marketing costs.
Strategic Alliances- Two or more
organizations that can benefit
from each others strengths.
Example: A winery might form
alliances with restaurants, many
attractions form alliances with
hotels.
“Coopetition”- Cooperative efforts
between competitive local or
regional organizations that enable
them to compete effectively at the
national and international levels.
Example: Silos and Smokestacks,
tourism regions and boards

10. 5. Partnership (cont)
Iowa Tourism Office
Opportunities
Three Tourism Regions-
Western, Central and Eastern
Educational, Networking,
Promotional and
Partnering Opportunities
Grant Programs
Conferences and Educational
Sessions
Annual Educational
Conference
Unity Day
Industry Research Information
Welcome Center Surveys,
Domestic Travel Reports,
etc…

11. Ten “P’s”
6. Packaging
Because the tourism
product often includes a
variety of attractions,
facilities and services,
packaging must also take
on several different forms.
A presentation of products
and/or services that would
normally be purchased
separately, but are
combined in a single
purchase for the
convenience of the
consumer in ease, pricing,
etc...

12. Ten “P’s”
7. Programming
Programming special events and
activities enhances and enriches
the tourism product and makes
marketing much easier.
Generates new business,
encourages repeat business,
increases customer spending,
increases customer satisfaction,
promotes off peak periods, etc…
Effective programming can
provide an effective return on
investment.
Programming, just as any
marketing, should include a plan
of action including the customer
groups to which it is to be aimed.

13. Ten “P’s”
8. Positioning
Finding a special place in
the market for the product
to differentiate from your
competitors. Niche
marketing is a case in point.
1. Identify a set of possible
competitive advantages
upon which to build a
position.
2. Select the right competitive
advantage.
3. Effective communication
and delivery of the chosen
position to a selected target
market.

14. Ten “P’s”
9. People
The people who sell and
service your product are an
extremely important part of
tourism marketing. Friendly
personal service and trained
employees can make or break
a tourism business.
Because much of the tourism
industry is based upon word-
of-mouth advertising-
particularly about the service
received- what your customers
say after they depart can
thrust your business forward
or send it into a downward
spiral.

15. Ten “P’s”
10. Planning
An important part of a viable
business plan is to develop a
strategic marketing plan in an
effort to identify customer
expectations. Research and
planning also helps design and
devise means by which you can
meet these expectations.
Provides a road map.
Is a working document. To be
effective the plan must be
maintained, reviewed and revised.
Should have an annual marketing
plan, with a component that
mentions long-term goals as well.

16. 10. Planning (cont)
A marketing plan should include
Executive Summary
Vision and Branding Statement
Community Connection
Analysis (S.W.O.T) and Forecasting
Market Segmentation and Targeting
Long Range Measurable Objectives and Tactics
Current Action Plans: Strategies and Tactics
Resources needed to support your strategies and
ultimately meet objectives

17. Ten “P’s”
Successful marketing means putting the
customer first. If you follow “The Ten ‘P’s’
of Tourism Marketing,” your customers will
come first because you will be able to
understand them better. You will also
make more effective use of your marketing
dollars and, by doing so, increase your
profits.

18. Tourism Contacts
Iowa Tourism Office
Jeff Spence 515-242-4770
jeff.spence@iowalifechanging.com
Western Iowa Tourism Region
Michele Walker 712-623-4232
witr@traveliowa.org
Central Iowa Tourism Region
Ann Vogelbacher 515-832-4808
ann@iowatourism.com
Eastern Iowa Tourism Association
Carrie Koelker 563-875-7269
carrie@easterniowatourism.org