Chapter 1-1 Copyright © 2009 by Nelson Education Ltd. THE TOURISM MARKETING ENVIRONMENT 1 Prepared...

Copyright © 2009 by Nelson Education Ltd.

Chapter

1-1

THE TOURISM MARKETING

ENVIRONMENT

1

Prepared byPrepared bySimon Hudson, Haskayne School of BusinessSimon Hudson, Haskayne School of Business

University of CalgaryUniversity of Calgary

andand

Marion Joppe, University of GuelphMarion Joppe, University of Guelph

1-1


Chapter

1-2

Topics

• Influence of marketing on tourism

• Services marketing models

• Tourism in Canada

• Key players in Canada’s tourism industry

• Micro and macro-environments

1The Tourism Marketing Environment

1-2


Chapter

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Tourism Tourism


• the activities of persons travelling to and staying in places outside their usual environment for not more than one year for leisure, business, or other purposes not related to the exercise of an activity remunerated from within the place visited


Chapter

1-4


• any person travelling to a place other than that of his or her usual environment for fewer than 12 months and whose main purpose for the trip is other than exercise of an activity remunerated from within the place visited

Tourism marketTourism market• a market that reflects the demands of

consumers for a wide range of travel and hospitality products and services

VisitorVisitor


Chapter

1-5


Table 1.1

Overnight Travel between Canada and Other Countries


Chapter

1-6


International Tourist Arrivals and Receipts


Chapter

1-7

1Annual Growth in International Tourist Arrivals

The Tourism Marketing Environment


Chapter

1-8

1Tourism Arrivals to Canada



Chapter

1-9

Influence of Marketing on Tourism


International MarketingInternational Marketing• business activities designed to plan, price,

promote, and direct the flow of a organization’s goods and services to consumers in more than one country for profit

• Figure 1.4 illustrates the environment of an international marketer


Chapter

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1The International Marketing Task



Chapter

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Self-Reference Criteria (SRC)Self-Reference Criteria (SRC)


• unconscious reference to one’s own cultural values, experiences, and knowledge as a basis for decisions

EthnocentrismEthnocentrism• closely related to SRC• notion that one’s own culture knows best how to

do things

Both limit the international marketer’s ability to understand and adapt to differences prevalent in foreign markets


Chapter

1-12

Four Unique Characteristics of Services


IntangibilityIntangibility

PerishabilityPerishabilityInseparabilityInseparability

HeterogeneityHeterogeneity


Chapter

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Table 1.4


Chapter

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Four Unique Characteristics of Services

Table 1.4


Chapter

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Service Marketing Models

• Services Marketing Triangle– 3 key players

• Expanded Marketing Mix for Services



Chapter

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The Services Marketing Triangle



Chapter

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Expanded Mix for Services: The Seven Ps• Product

• Price

• Place

• Promotion

• People

• Process

• Physical Evidence



Chapter

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Key Players in the Tourism Industry


Chapter

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Major Components in a Company’s Microenvironment



Chapter

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Major Components in a Company’s Macroenvironment


Chapter

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Demographic and Economic Forces

• DemographicsDemographics– statistics that describe the observable

characteristics of individuals– most notable demographic trend in

Canada is the aging population

• Economic forcesEconomic forces– affect consumer purchasing power and

spending patterns



Chapter

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Environmental, Natural, and Technological Forces• Environmental and Natural ForcesEnvironmental and Natural Forces

– see Banff Snapshot, pp. 31-2

• Technological forcesTechnological forces– most dramatic force that has forces tourist

organization to adapt



Chapter

1-23

Political, Cultural and Social Forces

• Political forcesPolitical forces– see Myanmar Case Study at end of

chapter

• Cultural and social forces Cultural and social forces – institutions and other forces that affect

society’s basic values, perceptions, preferences, and behaviours



Chapter

1-24

Legal Forces

• Legal forcesLegal forces– increased legislation and regulation that

affects business, enacted to protect companies and consumers from unfair business practices

– smoking restrictions in hotels and restaurants



Chapter

1-25

Cultural Trends• increased responsibility for those who drink & those who sell and

serve alcoholic beverages• desire to develop individuality in order to be seen and treated as

different from others (egonomics)• tendency to act and feel younger than one’s age (down-aging)• urge to change one’s life to a slower but more rewarding pace

(cashing out)• refusal to tolerate shoddy products and poor service (the vigilant

consumer)• acceptance of the gay and lesbian community• concerns for the environment• increasing desire for smoke-free restaurants and hotels• desire to regularly eat out


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Chapter 1-1 Copyright © 2009 by Nelson Education Ltd. THE TOURISM MARKETING ENVIRONMENT 1 Prepared...

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