Ch01 introduction to tourism marketing

8/7/2019 Ch01 introduction to tourism marketing

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Chapter 1

Introduction to tourism marketing


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Tourism in the experience

economy From service economy to experience

economy

Tourism experience core value ofservice delivery in tourism

Tourism system: demand, travel,

destination, marketing Destination mix: FAITH


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Concepts related to customer

experience

Customer expectation

Customer perception Customer satisfaction

Customer value


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The evolution of marketing

concepts Production orientation

Sales orientation

Marketing orientation

Personal marketing orientation


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Production orientation

Dominated business operation

approaches until mid 1950s

Concerned with product supply issues

Supply shortage comparing to mass

demand

Common belief: supply creates its owndemand


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Sales orientation

Mid 1950s to early 1970s

More business efforts on salespromotion strategies and

advertisements

Still lack of attention to customersneeds


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Marketing orientation

Starting from early 1970s

Competitive business environment

Unprecedented attention toconsumer needs and wants

Customer centred and market-

driven business practices


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Personal marketing orientation

Propelled by technology

Tailor marketing programs to the

individual Mass customisation

Customer relationship management

(CRM) Database marketing


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What is marketing?

Definitions of marketing

Marketing mix


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Definitions of marketing (1)

Philip Kotler (2003): a societal

process by which individuals and

groups obtain what they need and

want through creating, offering, and

freely exchanging products and

services of value with others


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American Marketing Association

(AMA) (1995): the process of

planning and executing theconception, pricing, promotion and

distribution of ideas, goods, and

services to create exchanges thatsatisfy individual and organisational

goals.


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AMA (2004): an organizational

function and a set of processes for

creating, communicating anddelivering value to customers and for

managing customer relationships in

ways that benefit the organization

and its stakeholders.


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Marketing mix

FourPs: Product,price,place, and

promotion

Four Cs: customer solution, customercost, convenience, and

communication

Seven Ps:P

roduct,price,place,promotion, people, process, and

physical evidence


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Characteristics of tourism

services

Characteristics of services

Special features of travel and

tourism


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Characteristics of services

Intangibility

Inseparability

Variability

Perishability


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tourism Seasonality

Unclear ownership

Interdependence

Sensitivity to crises

Fixed capacity

Shorter exposure to services

More emotional buying appeals


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tourism Greater emphasis on stature and

imagery

More variety and types of distributionchannels

Easier copying of services

Difficulty of differentiating tourism,travel and hospitality services


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The importance of tourism

marketing

World economic development

Consumer movement patterns

Limited destination information before

trip

Multiple service segments in tourism

Marketing everybodys

responsibility


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Destination marketing

organisations

National tourism organisations

(NTOs)/ national tourism

administrations NTAs)

International tourism organisations

Inter- and intra-organisational

collaboration


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NTOs/NTAs

Responsible for many aspects of a

nations tourism development

Destination marketing as a major or

sole function

Branch offices in major source

markets


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International tourism

organisations

World Tourism Organisation

(UNWTO)

World Travel and Tourism Council

(WTTC)

Pacific Asia Travel Association

(PATA)


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Inter- and intra-

organisational collaboration

International marketing collaboration:

E.g., UNWTOSilk Road Project

Inter-organisational collaborations

within a destination

Departmental collaboration and

cooperation within a tourism company


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Summary

Nature of tourism in the experience

economy

Customer experience related concepts Evolution of marketing concepts

Definitions of marketing

Characteristics of tourism services

Importance of tourism marketing

Destination marketing organisations


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Documents

Ch01 introduction to tourism marketing