The document discusses marketing strategies for tourism, including the traditional 4Ps and expanded 7Ps frameworks. It outlines key elements of each P, such as product design and quality, pricing strategies, placement of distribution channels, and promotional techniques. Additional Ps covered include people (employees and customers), the customer experience process, and physical evidence like infrastructure and facilities. A SWOT analysis identifies strengths, weaknesses, opportunities and threats for Pakistan's tourism industry. Both pros and cons of tourism marketing are debated. Finally, important skills for tourism marketers like creativity, communication, self-motivation, and team-building are highlighted.

2. TOURISM MARKETING

3. Presented by:
Hina Jabeen
Haider Khan
Hamad Ud Din

4. Introduction

5. 4P’s of Marketing
Product
• Design
• Quality
•Brand name
• Features
Price
• List price
• Discounts
• Commissions
• Extras
Place
• Distribution channels
• Methods of distribution
•Location
Promotion
• Advertising
• Sales promotion
•Publicity
The Marketing Mix

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

7. 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

8. 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

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

10. 7 P’s of Tourism Marketing
 Price
 Place
 Product
 Promotion
 People
 Process
 Physical Evidence

11. People
 Know who your target market is
 traveller or
 tourist?
 what do they expect?

12. 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
 Employees are walking billboards from a
promotional point of view

13. 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.

14. 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
 Communicates messages about quality, positioning
and differentiation

15. Physical Evidence
Think about the layout, colours , furnishings, sound systems at an airport

16. Strengths
• Vast geography with forests,
deserts, mountains & beaches.
• Varied culture
• Historical places
• Efficient transportation services
Opportunities
• Increased privatization
• Medical tourism
• World class hotels and airports
SWOT analysis
Weaknesses
• lack of adequate infrastructure
• Safety and security
• Misconception about Pakistan
• Lack of maintenance of monuments
and forts
Threats
• Terrorism
• Better promotion by other
countries
• Economic conditions

17. Pros & Cons of tourism marketing
Pros
 More employment
 Better infrastructure
 more sale of local goods
 Strengthening local market
 Exchange of culture
 Image in rest of the world (Word of mouth)
 Help locals to feel proud about their culture and heritage

18. Pros & Cons of tourism marketing
Cons
 Seasonal employments
 Destruction of natural beauty
 Infrastructure cost
 Impact of other cultures

19. Marketing skills for tourism
Creativity
 Make something out of
nothing
 develop the words the
visuals that create brand
 industry partnerships
and a new sponsorship
program

20. Marketing skills for tourism
Communication
 learn 3 languages mother
national international
 Polite speech, good body
language
 Good personality
 Courtesy calls
 Email messages
 Must take feedback

21. Self motivated
 Motivation and morale are closely related
 If morale is high than motivation will be high
 Person to person treatment would develop organization
Team building
• Team work leads to synergy
• Tasks are completed faster
• Team work gives status recognition, reference to all
• Single person can’t deliver results on his own
Marketing skills for tourism