7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 1/25

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 2/25

Chapter 1

Introduction to tourism marketing

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 3/25

Tourism in the experience

economy From service economy to experience

economy

Tourism experience ± core value of service delivery in tourism

Tourism system: demand, travel,

destination, marketing Destination mix: FAITH

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 4/25

Concepts related to customer 

experience

Customer expectation

Customer perception Customer satisfaction

Customer value

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 5/25

The evolution of marketing

concepts Production orientation

Sales orientation

Marketing orientation

Personal marketing orientation

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 6/25

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 

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 7/25

Sales orientation

Mid 1950s to early 1970s

More business efforts on salespromotion strategies and

advertisements

Still lack of attention to customers¶needs

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 8/25

Marketing orientation

Starting from early 1970s

Competitive business environment

Unprecedented attention toconsumer needs and wants

Customer centred and market-

driven business practices

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 9/25

Personal marketing orientation

Propelled by technology

Tailor marketing programs to the

individual Mass customisation

Customer relationship management

(CRM) Database marketing

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 10/25

What is marketing?

Definitions of marketing

Marketing mix

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 11/25

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

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 12/25

Definitions of marketing (2)

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.

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 13/25

Definitions of marketing (3)

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.

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 14/25

Marketing mix

Four Ps: P roduct , price, place, and

 promotion

Four Cs: customer solution, customer cost , convenience, and

communication

Seven Ps:P 

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

 physical evidence

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 15/25

Characteristics of tourism

services

Characteristics of services

Special features of travel and

tourism

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 16/25

Characteristics of services

Intangibility

Inseparability

Variability

Perishability

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 17/25

Special features of travel and

tourism Seasonality

Unclear ownership

Interdependence

Sensitivity to crises

Fixed capacity

Shorter exposure to services

More emotional buying appeals

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 18/25

Special features of travel and

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

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 19/25

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 20/25

Destination marketing

organisations

National tourism organisations

(NTOs)/ national tourism

administrations NTAs)

International tourism organisations

Inter- and intra-organisational

collaboration

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 21/25

NTOs/NTAs

Responsible for many aspects of a

nation¶s tourism development

Destination marketing as a major or 

sole function

Branch offices in major source

markets

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 22/25

International tourism

organisations

World Tourism Organisation

(UNWTO)

World Travel and Tourism Council

(WTTC)

Pacific  Asia Travel  Association

(PATA)

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 23/25

Inter- and intra-

organisational collaboration

International marketing collaboration:

E.g., UNWTO Silk Road Project

Inter-organisational collaborations

within a destination

Departmental collaboration and

cooperation within a tourism company

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 24/25

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

7/30/2019 49069460 Ch01 Introduction to Tourism Marketing

http://slidepdf.com/reader/full/49069460-ch01-introduction-to-tourism-marketing 25/25