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TOURISM MARKETINGTOURISM MARKETING
UNIT:IIUNIT:II
TOPICSTOPICS
 CONCEPTS OF TOURISM PRODUCTCONCEPTS OF TOURISM PRODUCT
DEVELOPMENTDEVELOPMENT
 PRICING OF DIFFERENT PACKAGESPRICING OF DIFFERENT PACKAGES
 VARIOUS MIDDLEMEN IN TOURISMVARIOUS MIDDLEMEN IN TOURISM
 PROMOTIONAL TECHNIQUESPROMOTIONAL TECHNIQUES
TOURISM PRODUCTSTOURISM PRODUCTS
Tourism-A ProductTourism-A Product
"Capturing peoples' imaginations lies at the heart of successful travel and tourism""Capturing peoples' imaginations lies at the heart of successful travel and tourism"
Tourism--theTourism--the
practice ofpractice of
traveling fortraveling for
pleasure;pleasure;
--The business of--The business of
providing toursproviding tours
and services forand services for
tourists.tourists.
 Tourism among other things ,is connectedTourism among other things ,is connected
to consumption .in order to consumeto consumption .in order to consume
tourism ,it has to be made into a product,tourism ,it has to be made into a product,
a commodity that can be bought.a commodity that can be bought.
 Tourism product is usually considered asTourism product is usually considered as
a package , which consists of attraction,a package , which consists of attraction,
services, accessibility, images related toservices, accessibility, images related to
the destinations and pricethe destinations and price
 The core product is experience and otherThe core product is experience and other
elements like destinations surroundingselements like destinations surroundings
and staff which are supporting the coreand staff which are supporting the core
product.product.
 NATURAL: water; coasts; forests,NATURAL: water; coasts; forests,
mountains; eco-tourismmountains; eco-tourism
 MAN-MADE: Theme parks, museums,MAN-MADE: Theme parks, museums,
aquariums, historic sites, golf coursesaquariums, historic sites, golf courses
 EVENT: Festivals, Sports,EVENT: Festivals, Sports,
Conferences,Theater, GolfConferences,Theater, Golf
Tournaments.Tournaments.
 COMMUNITY-BASED: home stays,COMMUNITY-BASED: home stays,
working holidays; bed& breakfast, agri-working holidays; bed& breakfast, agri-
tourismtourism
PRODUCTPRODUCT
ATTRACTIONSATTRACTIONS
There are four components of a product
The innermost core represents the generic product. This component is the
rudimentary item (tangible or intangible) without which there would be no
product
The expected component of product concept represents customers’ minimal
expectations that exceed the generic product itself. The generic product cannot
be sold unless those expectations are met.
These factors are variables of the product that are “must-haves”. They do not
motivate the sale of the product itself, but lack of them can “demotivate” the
sale.
Tmar00(titto sunny)
Product developmentProduct development
 In context of tourism, the basis of productIn context of tourism, the basis of product
development aredevelopment are
 Customers’ needsCustomers’ needs
 MotivationMotivation
Product development basically means thatProduct development basically means that
the different possibilities of destinationsthe different possibilities of destinations
are formed into products which have aare formed into products which have a
certain core of value and price.certain core of value and price.
The process of productThe process of product
developmentdevelopment
 The process of tourism developmentThe process of tourism development
follows the steps of any universal productfollows the steps of any universal product
development modeldevelopment model
 The customer participation in differentThe customer participation in different
parts of product development creates theparts of product development creates the
uniqueness.uniqueness.
Development of sevice process
Development of service concept
Marketing test
commercialising
Post-Commercial evaluation
Product DevelopmentProduct Development
Facilities & InfrastructureFacilities & Infrastructure
•• Encourage quality through regulations and certificationEncourage quality through regulations and certification
programsprograms
•• Encourage investment in the destination through fiscalEncourage investment in the destination through fiscal
policiespolicies
•• Improve information and interpretative programsImprove information and interpretative programs
•• Add products that will increase length of stay, spendingAdd products that will increase length of stay, spending
& seasonality& seasonality
•• Encourage innovative accommodation styles (sense ofEncourage innovative accommodation styles (sense of
place)place)
•• Include information technologies: GIS, GPS, IntelligentInclude information technologies: GIS, GPS, Intelligent
Transportation Systems, mobile applicationsTransportation Systems, mobile applications
Developing a product throughDeveloping a product through
standardsstandards
 Ensures consumer satisfactionEnsures consumer satisfaction
 Addresses consumer demandsAddresses consumer demands
 Develops communitiesDevelops communities
 Provides economic growth-re development andProvides economic growth-re development and
changechange
 Ensures sustainability-via monitoring andEnsures sustainability-via monitoring and
inspectionsinspections
 Reduces trade barrier-by having acceptableReduces trade barrier-by having acceptable
standardsstandards
 Allows one to compete in the global market viaAllows one to compete in the global market via
incorporation of international standardsincorporation of international standards
Benefits
Tourism destinationTourism destination
developmentdevelopment
1)1) AssessmentAssessment
2)2) Evaluation of options & settingEvaluation of options & setting
prioritiespriorities
3)3) Implementation phaseImplementation phase

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  • 2. TOPICSTOPICS  CONCEPTS OF TOURISM PRODUCTCONCEPTS OF TOURISM PRODUCT DEVELOPMENTDEVELOPMENT  PRICING OF DIFFERENT PACKAGESPRICING OF DIFFERENT PACKAGES  VARIOUS MIDDLEMEN IN TOURISMVARIOUS MIDDLEMEN IN TOURISM  PROMOTIONAL TECHNIQUESPROMOTIONAL TECHNIQUES
  • 4. Tourism-A ProductTourism-A Product "Capturing peoples' imaginations lies at the heart of successful travel and tourism""Capturing peoples' imaginations lies at the heart of successful travel and tourism" Tourism--theTourism--the practice ofpractice of traveling fortraveling for pleasure;pleasure; --The business of--The business of providing toursproviding tours and services forand services for tourists.tourists.
  • 5.  Tourism among other things ,is connectedTourism among other things ,is connected to consumption .in order to consumeto consumption .in order to consume tourism ,it has to be made into a product,tourism ,it has to be made into a product, a commodity that can be bought.a commodity that can be bought.  Tourism product is usually considered asTourism product is usually considered as a package , which consists of attraction,a package , which consists of attraction, services, accessibility, images related toservices, accessibility, images related to the destinations and pricethe destinations and price  The core product is experience and otherThe core product is experience and other elements like destinations surroundingselements like destinations surroundings and staff which are supporting the coreand staff which are supporting the core product.product.
  • 6.  NATURAL: water; coasts; forests,NATURAL: water; coasts; forests, mountains; eco-tourismmountains; eco-tourism  MAN-MADE: Theme parks, museums,MAN-MADE: Theme parks, museums, aquariums, historic sites, golf coursesaquariums, historic sites, golf courses  EVENT: Festivals, Sports,EVENT: Festivals, Sports, Conferences,Theater, GolfConferences,Theater, Golf Tournaments.Tournaments.  COMMUNITY-BASED: home stays,COMMUNITY-BASED: home stays, working holidays; bed& breakfast, agri-working holidays; bed& breakfast, agri- tourismtourism PRODUCTPRODUCT ATTRACTIONSATTRACTIONS
  • 7. There are four components of a product The innermost core represents the generic product. This component is the rudimentary item (tangible or intangible) without which there would be no product The expected component of product concept represents customers’ minimal expectations that exceed the generic product itself. The generic product cannot be sold unless those expectations are met. These factors are variables of the product that are “must-haves”. They do not motivate the sale of the product itself, but lack of them can “demotivate” the sale.
  • 9. Product developmentProduct development  In context of tourism, the basis of productIn context of tourism, the basis of product development aredevelopment are  Customers’ needsCustomers’ needs  MotivationMotivation Product development basically means thatProduct development basically means that the different possibilities of destinationsthe different possibilities of destinations are formed into products which have aare formed into products which have a certain core of value and price.certain core of value and price.
  • 10. The process of productThe process of product developmentdevelopment  The process of tourism developmentThe process of tourism development follows the steps of any universal productfollows the steps of any universal product development modeldevelopment model  The customer participation in differentThe customer participation in different parts of product development creates theparts of product development creates the uniqueness.uniqueness.
  • 11. Development of sevice process Development of service concept Marketing test commercialising Post-Commercial evaluation
  • 12. Product DevelopmentProduct Development Facilities & InfrastructureFacilities & Infrastructure •• Encourage quality through regulations and certificationEncourage quality through regulations and certification programsprograms •• Encourage investment in the destination through fiscalEncourage investment in the destination through fiscal policiespolicies •• Improve information and interpretative programsImprove information and interpretative programs •• Add products that will increase length of stay, spendingAdd products that will increase length of stay, spending & seasonality& seasonality •• Encourage innovative accommodation styles (sense ofEncourage innovative accommodation styles (sense of place)place) •• Include information technologies: GIS, GPS, IntelligentInclude information technologies: GIS, GPS, Intelligent Transportation Systems, mobile applicationsTransportation Systems, mobile applications
  • 13. Developing a product throughDeveloping a product through standardsstandards  Ensures consumer satisfactionEnsures consumer satisfaction  Addresses consumer demandsAddresses consumer demands  Develops communitiesDevelops communities  Provides economic growth-re development andProvides economic growth-re development and changechange  Ensures sustainability-via monitoring andEnsures sustainability-via monitoring and inspectionsinspections  Reduces trade barrier-by having acceptableReduces trade barrier-by having acceptable standardsstandards  Allows one to compete in the global market viaAllows one to compete in the global market via incorporation of international standardsincorporation of international standards Benefits
  • 14. Tourism destinationTourism destination developmentdevelopment 1)1) AssessmentAssessment 2)2) Evaluation of options & settingEvaluation of options & setting prioritiespriorities 3)3) Implementation phaseImplementation phase