TOURISM MANAGEMENT AND MARKETING PPT

1. Tourism
Management and
Marketing
By : Muskan Khatoon
And
Vidha.

2. Meaning of Tourism
Management
Tourism management refers to the process of
planning, organizing, controlling, and supervising
tourism activities in order to meet the needs of
tourists and ensure sustainable development of
destinations. It deals with how tourism resources
(natural, cultural, human, and financial) are used
efficiently for providing the best travel
experiences

3. Features of tourism management
1. Tourism Management is an art of getting things
done for achievement of goals
2. Tourism management is a continuous process.
3. Tourism management is a goal oriented process.
4. Tourism management is a dynamic task.
5. Tourism management is a group activity.
6. Tourism management is pervasive.

4. Functions of tourism
management
1. Planning
2. Organizing
3. Staffing
4. Directing
5. Controlling

5. Process of Tourism
Management

6. Levels of tourism management

7. Tourism Planning

8. Concept Of tourism planning
Tourism planning can be defined as the process of making
decisions for the future ,and not simply the preparation of a
‘plan’.
Planning involves implementing decisions and monitoring the
outcomes
According to A.Kumar Tourism Planning is a “ set of
activities to be carried out at the macro and micro levels
in the tourism industry to develop and delineate such
strategies as facilitate development of Tourism around
the world for the benefit of all the parties involved in it .

9. Tourism planning means systematically preparing a
framework for developing and managing tourism in
a region.
It ensures that tourism resources (natural, cultural,
man-made) are used properly.
• The aim is to maximize tourist satisfaction,
generate income, protect the environment, and
benefit local communities.
• It provides a roadmap for infrastructure
development, marketing, policies, and regulations.

10. • It avoids unplanned growth (which can cause
overcrowding, pollution, and cultural loss).
In short:
Tourism planning = “Organized efforts to
develop tourism sustainably and efficiently.”

11. Managerial Aspects of Tourism
• These are the management-related tasks needed to run
tourism smoothly:
1. Planning – Setting goals, creating policies,
forecasting tourist demand.
2. Organizing – Arranging resources like hotels,
transport, staff, and attractions.
3. Staffing (HR Management) – Recruiting and
training guides, managers, employees.

12. 4. Directing – Giving instructions, motivating employees,
maintaining service quality.
5. Controlling – Monitoring operations (safety, cleanliness,
quality of service).
6. Decision-Making – Taking quick and effective decisions in
uncertain situations.
7. Financial Management – Budgeting, pricing, cost control,
profit planning.

13. 8. Customer Relationship – Handling
complaints, feedback, and ensuring satisfaction.
9. Leadership & Communication – Good
leadership and smooth communication with staff,
tourists, and stakeholders.
10. Crisis & Risk Management – Managing
emergencies like accidents, natural disasters, or
security issues.

14. Levels of Tourism Management /
Planning
Tourism planning and management work at
different levels, depending on the area of focus
and authority:

15. •

16. International Level 🌍
• Done by global organizations and international agreements.
• Focus: promoting world tourism, standardization of travel rules,
safety, cooperation between countries.Organizations:
1. UNWTO (United Nations World Tourism Organization) →
promotes responsible and sustainable tourism.
2. ICAO (International Civil Aviation Organization) → regulates air
travel.
3. IATA (International Air Transport Association) → airline rules,
ticketing systems.

17. • PATA (Pacific Asia Travel Association) →
promotes Asia-Pacific tourism.
• Example: “Visit ASEAN” campaigns, global
initiatives like Sustainable Tourism
Development Goals (STDGs).

18. National Level
• Done by the Central/National Government
(e.g., Ministry of Tourism).
• Focus: national policies, long-term
strategies, branding the country as a
destination, international marketing.
• Example: “Incredible India” campaign by
Govt. of India.

19. Regional Level
• Covers a state, province, or group of
states/regions.
• Ensures balanced development between
regions, links attractions together, and
promotes cultural diversity.
• Example: Kerala Tourism, Rajasthan
Tourism campaigns.

20. Local level
• Focuses on specific cities, towns, or villages.
• Deals with site-specific infrastructure: roads,
accommodation, local guides, heritage sites, rural
tourism.
• Example: Development of Jaipur city as a
heritage tourism hub.

21. Sectoral Level
• Planning for one sector of tourism at a
time.
• Example: planning only for transport, only
for hotels, or only for eco-tourism projects.

22. Spatial Level
Related to geographical space/area
planning.
Example: Coastal tourism planning,
mountain tourism planning, or
development of an entire island as a
tourist hub.

23. Types of tourism
planning

25. Spatial Planning
Based on geographical areas like
mountains, beaches, islands, deserts, etc.
The aim is to develop a particular region
as a tourism hub.
Example: Goa being developed as a
coastal tourism destination, or Himachal
as a hill tourism state.

26. Sectoral Planning
•Focuses only on one particular sector of tourism
such as hotels,
transport, or attractions.
•It does not consider the overall tourism system, just
one part.
•Example: Planning only airline services for tourists,
or developing
heritage hotels in Rajasthan.

27. Integrated Planning
•A holistic approach that combines all
sectors (transport, hotels, attractions,
marketing) and all areas together in a
coordinated way.
•Helps in balanced growth of tourism without
neglecting any sector.
•Example: Rajasthan tourism development
including palaces, desert safaris, heritage
hotels, handicrafts, and connectivity together.

28. Complex Planning
Used for large-scale tourism projects
involving multiple activities and big
investments.
It requires coordination between
government, private sector, and local
communities.
Example: Planning for the Olympics, World
Cup, or building a mega theme park like
Disneyland.

29. Centralized Planning
All planning decisions are taken by a
central authority or government.
Ensures uniform policies and strategies
at the national level.
Example: Ministry of Tourism (India)
preparing national tourism policies and
master plans.

30. Decentralized Planning
•Planning is done at the local or state
level, often involving communities.
•Encourages participation of local people
and ensures tourism benefits reach them.
•Example: A village committee developing
eco-tourism projects in their own region.

31. Urban Tourism Planning
•Focuses on developing tourism in cities
and metropolitan areas.
•Includes infrastructure like museums,
monuments, heritage walks, shopping
complexes, and festivals.
•Example: Delhi promoting heritage
walks, museums, and modern attractions
like malls and food festivals.

32. Rural Tourism Planning

Focuses on developing tourism in villages and
rural areas, highlighting culture, handicrafts,
lifestyle, and eco-tourism.

Promotes sustainable tourism and provides
livelihood to rural communities.

Example: Raghurajpur in Odisha being
developed as a heritage crafts village
showcasing traditional art.

33. Process of Tourism
Planning
(Managerial
Aspects)

35. 
Assessment of Demand :Study international,
national, and regional tourist travel patterns . Estimate
demand (number of visitors, spending, origin
countries).Helps predict future tourism needs and
trends.

Analysis of Supply :dentify tourism resources and
attractions (natural, cultural, historic, festivals,
shopping, etc.).Make an inventory of what already
exists .Prioritize unique and accessible attractions that
can give a competitive advantage.

36. • Forecast of Demand: Match supply and demand to
predict future needs (usually for 5–10 years).Helps plan for
hotels, transport, and infrastructure . Provides financial
estimates for development.
• Costing and Financing the Plan :Estimate the total cost
of the plan (infrastructure, training, new facilities).Decide
funding sources (government, private, banks, international
agencies).Adjust the plan if costs are too high.

37. • Human Resource Planning :Train skilled staff for
tourism services . Ensure enough manpower for hotels,
travel agencies, and other services . Professional
training is crucial for quality service.
• Marketing and Promotion: Promote the destination
locally and internationally . Work with travel
professionals, tour operators, airlines, and media .
Create a positive image and attract visitors.

38. • Implementation :Put the plan into action (build
infrastructure, provide services).In many countries,
plans fail because of lack of funds or expertise .
Implementation strategies must be strong.
• Evaluation : Monitor progress and check for
problems (staff shortage, poor facilities, etc.).Use
both qualitative (opinions, experiences) and
quantitative (numbers, stats) evaluation . Make
changes if objectives are not met.

39. • Sustainability:Ensure tourism growth is
long-term and eco-friendly.Focus on
protecting natural and cultural
resources.Train manpower and create self-
sustaining development.

40. TOURISM
MARKETING

41. Concept of Tourism Marketing
• Tourism marketing means promoting and selling tourism
products (like destinations, hotels, travel packages,
cultural experiences) to attract and satisfy tourists.
• Key Points:
1.Definition: Tourism marketing is the process of
identifying tourist needs and wants, creating products
(destinations, services, experiences), pricing them properly,
promoting them, and delivering them effectively.
2.Intangibility: Tourism services cannot be touched or
stored; they are experienced.

42. •Perishability: Empty airline seats or hotel rooms
cannot be saved for future sale.
•Heterogeneity: Quality of tourism services can vary
(different guides, hotels, etc.).
•Inseparability: Production and consumption happen
together (e.g., a guided tour is delivered and
consumed at the same time).

43. 6. Goal: To satisfy tourists, build
loyalty, and increase the economic and
cultural benefits of tourism.
•In short: Tourism marketing =
attracting tourists + creating
satisfaction + building long-term
relations.

44. Tourism Marketing
Mix
The marketing mix in tourism is based on 7Ps (extended from
the basic 4Ps).

46. Product
• Refers to tourism services and experiences
(destinations, hotels, transport, events, cultural
heritage).
• Example: A trip to Kashmir with hotel +
sightseeing + food + adventure activities.

47. Price
•Value of the tourism product,
including hidden costs (taxes,
service charges).
•Pricing strategies: seasonal
pricing, discount offers, package
pricing.

48. Place (Distribution)
• Channels through which tourists
access products.
• Examples: Online travel agencies
(MakeMyTrip, Booking.com), tour
operators, direct booking from
hotel/airline websites.

49. Promotion
•Communicating the tourism product to
attract customers.
•Tools: Advertisements, social media,
brochures, travel fairs,
word of mouth.

50. People
•All persons involved in delivering
tourism services.
•Example: Tour guides, hotel staff,
travel agents – their behavior and
attitude strongly affect
tourist satisfaction.

51. Process
•The way tourism
services are delivered.
•Example: Easy online
booking system, smooth
check-in at hotels, clear
tour itinerary.

52. Physical Evidence
• Tangible elements that give
confidence about the service quality.
• Example: Clean hotel rooms,
brochures, online reviews,
photographs, ambience of restaurants.