1. Welcome to
THE MARKETING OF
TOURISM DESTINATION[ ]Dr. Myrza Rahmanita, SE, M.Sc
Marketing Strategy of a Destination
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4. The component sectors of the
travel and tourism industry
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5. The systematic links between
demand and supply
the influence of marketing
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7. ‘Goods are produced
Services are performed’
(Rathmell, 1974)
Services and their characteristics
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11. Two other characteristics that flow from
inseparability are sometimes said to distinguish
products based on services from those based on
physical goods: one is heterogeneity or
variability and the other is intangibility
(see, for example, Stanton, 1981)
“ “
12. Inseparability, sometimes
associated with intangibility
and heterogeneity/variability.
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Perishability, associated with
the inability to hold physical
stocks of products for future
sale
14. Seasonality and other variations in the
pattern of demand.
The high fixed costs of operations, allied
to fixed capacity at any point in time.
The interdependence of tourism products.
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16. Inseparability and intangibility
Perishability based on a fixed capacity
in the short run and inability to create
stocks of product
Seasonality
High fixed costs
Interdependence
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18. The characteristics of demand
The characteristics of supply
Products and prices, which match the supply to the demand
Characteristics of promotion used to influence demand
Characteristics of distribution used to facilitate purchase
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20. Economic factors and comparative prices.
Demographic, including education.
Geographic.
Socio-cultural attitudes to tourism.
Mobility.
Government/regulatory.
Media communications.
Information and communications technology
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21. The scale of propensity to
engage in travel and tourism
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23. Product Formulation, which is a means of adapting the product to the changing
needs of the target customer;
Pricing, which in practice tends to be used as a throttle to increase or slow down the
volume of sales according to market conditions;
Promotion, which is used to increase the numbers of those in the market who
areaware of the product and are favourably disposed towards buying it; and
Place, which determines the number of prospective customers who areable to find
convenient places and ways to gain information and convert their buying intentions
into purchases
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25. Structured around the expanded marketing
mix originally devised by Booms and Bitner
in the early 1980s, who added people or
participants in the service delivery,
process of delivery and physical evidence.
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26. Kotler restated the ‘Ps’ as ‘Cs’ to reflect
the consumer orientation that is central
to modern services marketing thinking in
an era of growing competition
(Kotler and Armstrong, 1999: 111)
“ “
27. Product means customer value (the perceived benefits provided to meet
needs and wants, quality of service received and the value formoney
delivered assessed against the competition).
Price means cost (price is a supply-side decision, cost is consumer-focused
equivalent also assessed against thecompetition).
Promotion means communication (embracing all forms of
producer/customer dialogue including information and two-waye relationship
marketing, not just sales persuasion).
Place means convenience (in terms of consumer access to theproducts they
buy).
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31. Destination attractions and
environment.
Destination facilities and services.
Accessibility of the destination.
Images of the destination.
Price to the consumer.
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32. The core product, which is the essential service or benefit designed tosatisfy
the identified needs of target customer segments.
The formal or tangible product, which is the specific offer for sale stating
what a customer will receive for his money. It is a marketing interpretation
that turns the core into a specific offer.
The augmented product, which comprises all the forms of added value
producers may build into their formal product offers to make them more
attractive than competitors’ offers to their intended customers
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*Kotler’s terminology, which is based on earlier contributions by Levitt
![Welcome to
THE MARKETING OF
TOURISM DESTINATION[ ]Dr. Myrza Rahmanita, SE, M.Sc
Marketing Strategy of a Destination
http://www.adventuregirl.com/wp-content/uploads/2011/10/responsible-travel-belize-eco-](https://image.slidesharecdn.com/marketingstrategyofadestination-150928194056-lva1-app6892/85/Marketing-strategy-of-a-destination-1-320.jpg)
