TOURISM MARKETING

• Tourism


  The process, activities and outcomes arising from the relationship and interaction with tourist, tourism suppliers, host governments, host communities and surrounding environments involved in attracting and hosting visitors
• Types of tourism

  • International tourism
  • Internal tourism
  • Domestic tourism
  • National tourism
• Importance of hospitality and tourism

  • Transportation
  • Accommodation and lodging
  • Food and services
  • Tourist attraction
  • Events sector
  • Adventurer and outdoor recreation
  • The environment sector
  • Trade sector
• Core marketing concepts in hospitality and tourism

  • Needs, wants and demands
  • Products and services
  • Value, satisfaction and quality
  • Exchange, transaction and relationship
  • Marketing orientation

  
• Needs

  Physical needs for food, clothing, warmth, and safety<|>Social needs for belonging and affection<|>Individual needs for knowledge and self-expression
• Wants


  The form taken by human needs as they are shaped by culture and individual personality
• Demands


  Wants backed by buying power
• Products and services


  Anything that can be offered to a market to satisfy a need or want
• Services

  Activities or benefits offered for sale that are essentially intangible and do not result in the ownership of anything
• Customer value


  The difference between the values the customer gains from owning and using a product and the costs of obtaining the products
• Customer satisfaction


  Depends on a product's perceived performance in delivering value relative to a buyer's expectation
• Quality


  Has a direct impact on product performance
• Exchange


  The act of obtaining a desired object from someone by offering something in return
• Transaction


  A trade between two parties that involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement
• Relationship marketing


  The process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders
• Marketing orientations

  • Production concept
  • Product concept
  • Selling concept
  • Marketing concept
  • Societal marketing concept
  • Holistic marketing concept
• Major principles of marketing in hospitality and tourism

  • Marketing concept
  • Customer satisfaction
  • Satisfying customer's needs and wants
  • Marketing segmentation
  • Value and exchange process
  • Product life cycle
  • Marketing mix
• The hospitality and tourism environment

  • Competition
  • Legislation and regulation
  • Economic environment
  • Societal and cultural environment
  • Technology
  • Organized objectives and resources