Chapter 5 Tourism Marketing and Future-Tourism Marketing (Tourism & Hospitality Management)

1. z
Tourism Marketing and Future
Tourism Marketing

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Md. Shaifullar Rabbi
BBA & MBA, Major inTourism & Hospitality Management
University of Dhaka
Lecturer, Dept. of Tourism & Hospitality Management
Daffodil Institute of IT
-NU
Presented By

3. z
Marketing Concepts:
Marketing Management Philosophies
The marketing concept is the strategy that firms
implement to satisfy customers’ needs, increase sales,
maximize profit, and beat the competition. There are 5
marketing concepts that organizations adopt and execute.
These are;
 Production concept
 Product concept
 Selling concept
 Marketing concept
 Societal marketing concept

5. z
Production Concept
The idea of production concept – “Consumers will
favor products that are available and highly
affordable.” This concept is one of the oldest
Marketing management orientations that guide
sellers. Most times, the production concept can
lead to marketing myopia. Management focuses
on improving production and distribution
efficiency.

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Product Concept
The product concept holds that consumers will
favor products that offer the most quality,
performance, and innovative features. Here.
Marketing strategies are focused on making
continuous product improvements. Product
quality and improvement are important parts
of marketing strategies, sometimes the only
part. Targeting only on the company’s products
could also lead to marketing myopia.

9. z Selling Concept
The selling concept holds the idea- “consumers will
not buy enough of the firm’s products unless it
undertakes a large-scale selling and promotion
effort.”
Here the management focuses on creating sales
transactions rather than on building long-term,
profitable customer relationships. In other words, the
aim is to sell what the company makes rather than
making what the market wants. Such an aggressive
selling program carries very high risks.

11. z Marketing Concept
The marketing concept holds- “achieving organizational goals
depends on knowing the needs and wants of target markets and
delivering the desired satisfactions better than competitors do.”
Here marketing management takes a “customer first” approach.
Under the marketing concept, customer focus and value are the
routes to achieve sales and profits. The marketing concept is a
customer-centered “sense and responds” philosophy. The above
discussion suggests that the marketing concept is based on four
main pillars,
 market focus
 customer orientation
 coordinated marketing, and
 profitability

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Societal Marketing Concept
Societal marketing concept questions whether the
pure marketing concept overlooks possible conflicts
between consumer short-run wants and consumer
long-run welfare. The societal marketing concept
holds “marketing strategy should deliver value to
customers in a way that maintains or improves both
the consumer’s and society’s well-being.”

17. z The Promotion Mix
 Advertising
 Personal selling
 Sales Promotion
 Public
relations or publicity
 Direct Marketing
 Corporate
image
 Sponsorship
 Guerrilla
marketing
 Product
placement

18. z Market Segmentation
Market segmentation is the process of dividing a market of potential
customers into groups or segments based on different characteristics
important to you. The people grouped into segments share characteristics
and respond similarly to the messages you send.
 Market segmentation is a marketing concept which divides the
complete market set up into smaller subsets comprising of consumers
with a similar taste, demand and preference.
 A market segment is a small unit within a large market comprising of
likeminded individuals.
 One market segment is totally distinct from the other segment.
 A market segment comprises of individuals who think on the same lines
and have similar interests.
 The individuals from the same segment respond in a similar way to the

20. z
Benefits of market segmentation
There are many benefits. We will touch on three.
More efficient – We live in an age where you can track almost
everything. If you’re not measuring it then you can’t grow it. With
marketing segmentation, you can track the effectiveness of each
message for different segments of your audience.
More effective – which of the following messages would you respond
better to?
 The ultimate guide to building muscle for men over forty
 The ultimate guide to building muscle
Better resource utilization –
 Half the money I spend on advertising is wasted; the trouble is; I
don’t know which half.

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The Types of Market Segmentation
There are four broad types of customer
segmentation. These can be further subdivided
into as categories as you like but always use the
following classifications as a guide.
 Demographic Segmentation
 Behavioral Segmentation
 Geographic Segmentation
 Psychographic Segmentation
 Firmographic segmentation

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Demographic Segmentation
Demographic segmentation is the simplest and by
extension the most widely used type of market
segmentation. Companies use it to create broad groupings
of the population based on things such as age, sex, location,
religion, family size, etc.
 Income
 Religion
 Gender
 Education
 Occupation
 Marital Status

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Behavioral Segmentation
Behavioral segmentation taps into the way people make
decisions over time or in response to stimuli. For example, the
way a company markets during the holiday season and the
deals available are different from the rest of the year.
 Loyalty
 Usage
 Occasions
 Special events
 Engagement

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Geographic Segmentation
As the name implies, this type of market segmentation
groups people based on their physical location. You may
want to go this route because the needs of your
customers differ from region to region.
 Country
 Region
 City
 Weather
 Population density

30. z
Psychographic Segmentation
This type of segmentation is based on the
lifestyle, interest, and activities of individuals
that make up a customer segment.
 Lifestyle
 Opinions
 Attitudes
 Value

32. z
Firmographic segmentation
Firmographic segmentation is the process of analyzing and
classifying B2B (business to business) audiences and customers
based on similar characteristics that matter to your business. The
way a firmographic grouping will look for one organization may
be different than the way it looks for another organization.
 Industry
 Annual revenue
 Company size
 Sales stage
 Performance
 Executive title
 Location

34. z Marketing Plan
A marketing plan is an operational document that outlines an advertising strategy that an
organization will implement to generate leads and reach its target market. A marketing plan is a
report that outlines your marketing strategy for the coming year, quarter or month. A marketing
plan details the outreach and PR campaigns to be undertaken over a period, including how the
company will measure the effect of these initiatives. The functions and components of a marketing
plan include the following:
 An overview of your business’s marketing and advertising goals.
 A description of your business’s current marketing position.
 A timeline of when tasks within your strategy will be completed.
 Key performance indicators (KPIs) you will be tracking.
 A description of your business’s target market and customer needs.
 Market research to support pricing decisions and new market entries
 Tailored messaging that targets certain demographics and geographic areas
 Platform selection for product and service promotion—digital, radio, Internet, trade
magazines, and the mix of those platforms for each campaign
 Metrics that measure the results of marketing efforts and their reporting timelines

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Marketing Efforts
Marketing efforts are the resources a company dedicates to promoting
its products and services. Through marketing activities, a company can
create demand and interest in its items and gain greater visibility with
potential customers.
Types of Marketing Efforts:
 Social media: With the popularity of sites like Facebook, Twitter,
Instagram, and Pinterest, social media is an immediate and
inexpensive way to connect with your audience.
 Television and radio ads: Running ads can help you show your
products quickly and easily to a large audience. You can also target
your ads to run on stations that appeal to your audience.
 Google and online ads: By placing ads online, you can reach people
who use their computer or phones to find information.

39. z
Tourism Trends to Follow in 2020
1. Solo Travel
2. Politics
3. Sustainability
4. ‘Second City’
Travel
5. Transformative
Travel
6. ‘Smart’
Destinations
7. Bleisure Travel

41. z
Future travel trend predictions
for 2021
Cautionary transportation
Preference for outdoor
Smaller groups and privacy
Local and domestic
Sustainability and health
2021 – the year of smart travel

42. z
After a Pandemic: Things You Should Know About 2021
Travel
Mass Tourism to Fade
Increased Safety
Precautions
Social Distancing
Face Masks
Virtual Travel

43. z Tourism Trends:
The Latest Opportunities for The
Tourism Industry
1. Safety & Hygiene Tourism Trends
2. Increased Emphasis on Leisure
3. Shift from International to Local
4. Growth of Contactless Payments
5. Voice Search & Voice Control
6. Virtual Reality Tourism Trends
7. Solo Travel
8. Eco Travel
9. Local experience
10. Personalization
11. Robots, chatbots and
automation
12. Artificial intelligence
13. Recognition technology
14. Internet of things (IoT)
15. Augmented reality (AR)
16. Healthy and organic food

44. z
Factors That Will Shape the Tourism
Industry in Future
Demographic and Social Trends: Demographic trends, such as ageing populations
in the major generating countries and the declining number of young people, are
particularly important. Demographic trends are mixed up with the social trends
which lead to late marriage, couples having children in later life and increased
number of single child and childless-couple households.
Political Developments: In the late 1980s we saw a change of the political map of
the world, and this has a number of implications for tourism. The fall of
communism has led to expansion of tourism because huge numbers thronged to
see the outside world.
Transportation Development: Tourism is highly dependent upon transport
technology and the consequent improvements in efficiency and safety of travel.
Other Factors: There are other variables which also influence the future of tourism.
These include the changing value systems of the consumers as well as global
warming. The raising of the earth’s temperature and the consequent rise in sea
level will affect tourism to India’s advantage because we are adopting
environment friendly approach.

46. z
Five Main Factors Influencing the Growth of
Tourism with Diagram
Factors that affect the development of tourism
are as follows:
 Environmental factors:
 Good climate,
 Beautiful scenery, etc.
 Socio-economic factors:
 Accessibility,
 Accommodation,
 Amenities,
 Ancillary services, etc.
 Historical and cultural factors,
 Religious factors and
 Other factors.

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Environmental factors
Two main environmental factors that have led to the
growth of tourism:
Good climate: Good climate is one of the most important
features of attraction for any tourist place. Pleasant
climate with warmth and ample of sunshine attracts
tourists who come from the temperate and colder
regions. For example, most of the sea-side resorts in
U.S.A and U.K are located on a warmer southeast.
Beautiful scenery: Tourism booms at picnic spots with
beautiful sceneries. For example, sunrise and sunset
points, long sea beaches, fresh water lakes, waterfalls,

49. z Socio-economic factors
Four important socio-economic factors that influence the development of tourism:
Accessibility: Of all socio-economic factors, accessibility is the most important one. All
tourist centers must be easily accessible by various modes of transportation like roads,
railways, air and water.
Accommodation: Places of tourists' interest must be capable enough to provide good
accommodation and catering facilities. A type of accommodation required by tourists
depends on their lives-styles, standard of living, capacity to spend money, nature of
services expected, etc.
Amenities: Growth of tourism at a particular place is also influenced crucial factors like;
how well the site is maintained for touring activities like skiing, roping, paragliding,
rowing, fishing, surfing, safari adventure, etc. Whether emergency facilities are available
or not, so on.
Ancillary services: If a tour destination is equipped by ancillary (supplementary) services
like banking and finance, the Internet and telecom connectivity, hospitals, insurance, so
on.

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significance and that which have a legacy of rich cultural heritage. People love
and enjoy exploring destinations where there are famous ancient monuments,
marvelous forts, castles and palaces of earlier kings and queens, etc. Examples of
places that are famous throughout the world for their historical and cultural
accounts are; Taj Mahal in India, Nazca lines and Machu Picchu in Peru, Pyramid of
Giza in Egypt, Great wall of China and Stonehenge in England.
Religious factors: People often make pilgrims to places of religious importance to
seek inner peace, get blessing of their favorite deities and gurus, attain salvation
before death, etc. Here, faiths, beliefs and sentiments of people contribute in
booming tourism at holy places. Examples of places that are well-known for their
religious significance are Jerusalem in Israel, Mecca and Medina in Saudi Arabia,
Varanasi and Amritsar in India, etc.
Other factors: Sometimes other factors also contribute toward growth of tourism
at unexpected places. For example, UFO crash site in Roswell, New Mexico (USA)
attracts many tourists from around the world. Research activities and adventures
of deep seas and caves, geological studies of hot-water springs and geysers,
seismic analysis of active volcanoes, investigation of paranormal-activities in
abandoned ghost towns, etc. also contribute in developing tourism on some

51. z
Factors affecting the growth and nature
of tourism
Tourist destinations develop because they are attractive to people:
Cities - contain shops, restaurants, bars, theatres, museums, famous buildings and
nightlife. Top tourist destinations include London, Rome and Las Vegas.
Coasts - beaches for sunbathing, the sea for water sports and an attractive environment
for outdoor activities such as walking. Famous coastal resorts include Blackpool,
Benidorm and Bondi beach in Australia.
Mountains - spectacular views, rock climbing, walking, white water rafting in fast-
flowing mountain rivers and skiing. Famous destinations include the Pennines, the Alps
and the Himalayas.
Climate - the Mediterranean climate has hot, dry summers, perfect for a beach holiday,
whilst snow in the Alps provides ideal conditions for skiing.
Resorts - such as Centre Parks and Disneyland have attracted millions of visitors in
recent years.
Enclave tourism - all activities are planned within the same area, providing tourists with
varied entertainment and excursions, without having to travel farther afield.

53. z
 leisure time - there has been an increase in the amount of paid
leave days
 greater awareness - television travel programs have raised
people's expectations
 increased life expectancy - there are a greater number of older
people travelling
 greater affluence - people have more spending money
 travel - airfares in particular have become more affordable,
even to far away destinations
 package holidays - growth has made booking easier and
holidays more affordable
 internet - the growth of the internet has allowed people to
research holiday destinations and make their own travel and

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travel to visit places, the time of year people take holidays and
the nature of holidays taken:
 faraway places such as Florida, Kenya, Thailand and even
Antarctica have become potential tourist destinations
 Resorts, once exclusive to the rich, attract increasing number
of tourists
 there has been growth in short breaks, eg city breaks
 there has been a growth in the number of purpose-built
resorts such as Bluestone with extensive indoor facilities that
are not dependent on the weather
 there has also been a growth in business tourism with
international business meetings and weekend motivational

55. z
Career Prospects and Possibilities in Tourism and
Hospitality
Public and Private Jobs
 Civil Aviation Authority of Bangladesh
 BCS
 Bangladesh Parjatan Corporation
 Bangladesh Tourism Board
 Biman Bangladesh Airlines
 Faculty at Universities & Colleges
 Destination Management organization
 Public & private Banks
 Multinational Companies
 Event Management Firms
 Exclusive Tourist Zone

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Travel and Tourism
 Entrepreneurship Development
 Airlines Company
 Airport Service
 Transportation Services Company
 Cruise Companies
 Travel Agency
 Tour Operation
 Local Tourism
 Tour Guiding
 Tour Conductor
 Meeting and Event Management
 Leisure, Recreation and Sports
Management

57. z Accommodation & Lodging
 Hotels, Motels, Resorts etc
 Cruise ship
 Amusement Park
 Picnic Spot
 Youth Inn
 Corporate House (Reception, Sales,
Marketing & HR)

58. z
Catering Industry
Outdoor Catering (Transport,
Institutional, Medical, Hospitals etc)
Chain Restaurant, Cafe, Beverage
Management
Public house ( Convention centers)
Pub, Fast Food Corner, Golfers Inn

59. z
“Career Opportunities in Travel, Tourism &
Hospitality”
Travel and tourism is not a new concept in current world.
Thousands of years ago people became familiar with travel and
tourism trade but were not only formal structured in this trade.
After few years of the ending of world war, two travel and
tourism industry got new dimension for inventing commercial
aircraft. Commercial flight operation makes the world a small
village. Within very short time aviation sector has created a new
history for spreading global tourism market. Finally we have
gotten today’s travel and tourism industry through the huge
development of airlines and aviation industry.
More study: https://diit.edu.bd/blog/career-opportunities-