Tourism Marketingดร.สมยศ โองเคลอบ

ภาควชาการทองเทยว

คณะมนษยศาสตร มหาวทยาลยเชยงใหม

Email: somyot.o@cmu.ac.th

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Marketing

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Definitions of marketing

‘Marketing is the management process that identifies, anticipates and satisfies customer

requirements profitably’

The Chartered Institute of Marketing

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‘Marketing is the human activity directed at satisfying human needs

and wants through an exchange process’

Kotler 1980

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‘Marketing is a social and managerial process by which individuals and groups

obtain what they want and need through creating, offering and

exchanging products of value with others’

Kotler 1991

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‘The right product, in the right place, at the right time, and at the right

price’

Adcock et al

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Needs, wants, and demands

Products

Value, satisfaction, and quality

Exchange, transactions, and

relationships

Markets

Core marketing concepts

Source: Kotler et al, 2006

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Implications of marketing

• Who are our existing / potential customers?

• What are their current / future needs?

• How can we satisfy these needs?• Can we offer a product/ service that the customer would

value?

• Can we communicate with our customers?

• Why should customers buy from us?

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Marketing management process

• Analysis/Audit - where are we now?

• Objectives - where do we want to be?

• Strategies - which way is best?

• Tactics - how do we get there?

• Control - Ensuring arrival

Marketing Mix

สวนประสมทางการตลาด

4Ps

• Product (and service)

• Price

• Place

• Promotion

…Ps• Product (and service)• Price• Place (Distribution channel)• Promotion (Communication)

• People• Physical evidence• Process• Physical environment• Purchasing Process• Packaging• participation• Partnership• Productivity and quality• Programming• Positioning• Planning• Psychology• Period• Politics• Public Opinion

Customer-base marketing approach

Seller’s thinking

• Product

• Price

• Place

• Promotion

Buyer’s thinking : 4Cs

• Customer value/needs/solutions

• Costs to satisfy

• Convenience to buy

• Communications

Holistic Marketing

Integrated Marketing

Relationship Marketing

Internal Marketing

Social Responsible Marketing

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Holistic Marketing : การตลาดแบบองครวม

Holistic Marketing

Integratedmarketing

Relationship Marketing

SocialResponsibility

Marketing

InternalMarketing

Marketing deptt Senior Mgt

Other deptt Communications

Products & Services

Channels

Ethics

Environment

Community

Legal

CustomersPartners

Channels

Relationship marketing

• Customer Relationship Management (CRM)

• Customer Experience Management (CEM)

• Partnership Relation Management (PRM)

Social responsibility

• Corporate Social Responsibility (CSR)

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Products

Is anything that can be offered to a market for attention, acquisition, use, or

consumption that might satisfy a want or need. It includes physical objects, services

places, organizations, and ideas.

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Tourism Products (Burkart, 1975)

18อ.สมยศ

Attractions

Facilities

Accessibility

Tourism Products (Middleton, 1988)

19อ.สมยศ

Destination attractions

Destination facilities and services

Accessibility of the destination

สวนประกอบของผลตภณฑทางการทองเทยว

• Attractions

• Amenities

• Accessibility

• Accommodations

• Activities

• Authenticity

• Acceptance (Communities)

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attractions

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amenities

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Accessibility

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สองบรษททวรยกษใหญของโลก

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Characteristic of Tourism

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Characteristics of Tourism

• Intangibility

• Inseparability

• Variability/Heterogeneity

• Perish ability

• Fluctuating demand• Seasonality

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Characteristics of Tourism

Tourism products represent an infrequent but high value purchase

Products can be sold individually e.g. airline

seats or hotel beds

Product can be combined into composite products

e.g. package holidays

The same product is sold simultaneously: direct to

customers, via agents

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Characteristics of Tourism

Destination products exist at a number of geographical levels:

• local,

• regional,

• national,

• continental

Product only bestows on the purchaser:

• temporary user rights e.g. right to use hotel for a week,

• shared user rights e.g. have to share the hotel with other people

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Characteristics of Tourism

Organizations marketing the destination product do not own or control all the elements of the product e.g. TAT do

not own hotels or tourist destinations

External influences have a major impact on purchase decisions e.g. friends, relatives, literature, media

Distinction between consumers and customers e.g. incentive travel, business tourism where companies pay the bills and are the customers, while the business

traveller uses the service and is the consumer

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Characteristics of Tourism

Customers can have very high expectations of the

products

Price does not always reflect quality or the cost

of production

Product level

• Core product : What is the buyer really buying?

• Facilitating product : Service or goods that must be present for the guest to use the core product.

• Supporting product : extra products offered to add value to the core product and help to differentiate it from the competition.

• Augmented product : includes accessibility, atmosphere, customer interaction with the service organization, customer participation, and customers’ interaction with each other. These elements combine with the core facilitation and supporting products to provide the augmented product.

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Product level

• Core product ผลตภณฑหลกเปนประโยชนหลก สงแรกทลกคาคาดหวงจะไดรบ ..ลกคาซออะไร?

• Facilitating product น าเสนอเพอใหสามารถบรโภคผลตภณฑหลกได เปนสวนประกอบของผลตภณฑ

• Supporting product เพมเตมเพอเพมคณคาแกผลตภณฑหลก ท าใหตางจากคแขง

• Augmented product ผลตภณฑควบ ทงหมดทลกคาไดรบควบคไปกบผลตภณฑหลก

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Augmented Product considerations• Accessibility

– in terms of location and hours of operation

• Atmosphere– Sight, sound, scent, and touch

• Customer interactions with the service system– How customers use the product in the three phase: joining,

consumption, and detachment

• Customer interactions with other customers– Customers become part of the product you are offering

• Participation– Involving the guest in service delivery can increase capacity, improve

customer satisfaction, and reduce costs

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ท า 4 คน

• ยกตวอยาง Core product/ Facilitating product/ Supporting product/ Augment product ของธรกจตอไปน (บอกชอสถานทนนมาเลย)– โรงแรม

– รานอาหาร

– แหลงทองเทยว

• สงในหอง น าเสนอสนๆ 5 นาท

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BrandA name, term, sign, symbol, design, or a

combination of these elements that is intended to identify the goods or services of a seller and

differentiate them from those of competitors

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ค าทเกยวของกบตราผลตภณฑ (Brand)

Brand

Brand Name

Brand Mark

Trademark

Copyright& Patent

ค า เครองหมาย สญลกษณ การออกแบบ หรอทงหมดรวมกน เพอแสดงความแตกตางจากคแขง

ชอตราผลตภณฑ อานออกเสยงได

สญลกษณ รปแบบ ส โลโก อานออกเสยงไมได

ตราผลตภณฑทมการจดทะเบยน ไดรบการคมครองตามกฎหมาย คแขงจะเลยนแบบไมได

สทธคมครองวรรณกรรม ดนตร ศลปะ กระบวนการผลต สวนผสม สตรเคม ฯลฯ

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Family Brand Name

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Conditions that support branding..

• The product is easy to identify by brand or trademark– It should suggest something about the product’s benefits

and qualities.

– It should be easy to pronounce, recognize and remember

– It should be distinctive

– For larger firms looking at future expansion into foreign markets, the name should translate easily into foreign languages

– It should be capable of registration and legal protection

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..Conditions that support branding

• The product is perceived as the best value for the price

• Quality and standards are easy to maintain

• The demand for the general product class is large enough to support a regional or national chain

• There are economies of scale.

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ความส าคญของแบรนดตอลกคา?

• ท าใหเหนความแตกตางของผลตภณฑจากผลตภณฑของคแขง เปรยบเทยบผลตภณฑไดงาย

• ท าใหทราบระดบคณภาพของผลตภณฑ

• ลดความเสยงในการตดสนใจเลอกผลตภณฑ

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ความส าคญของแบรนดตอผประกอบการ?

• ท าใหลกคาจดจ าผลตภณฑได เกดความภกดตอผลตภณฑเมอเกดความพงพอใจ

• ใหผลในการคมครองตามกฎหมาย• การใชตราผลตภณฑทหลากหลายชวยในการแบงกลมลกคา

เปาหมาย• ชวยใหสามารถขยายผลตภณฑโดยการแนะน าผลตภณฑใหม

ภายใตแบรนดเดมทไดรบความนยม• ตราผลตภณฑกลมเดยวกนชวยในการขายผลตภณฑของทง

เครอขาย

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Accor Hotel Group

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Branding Process

• 1. Conducting RESEARCH

• 2. Clarifying STRATEGY

• 3. Designing IDENTITY

• 4. Managing ASSETS

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1. Conducting RESEARCH

• Clarify vision, strategies, goals and values.

• Research stakeholders’ needs and perceptions.

• Conduct marketing, competitive, technology, legal and language audits.

• Interview key management.

• Evaluate existing brands.

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2. Clarifying STRATEGY

• Clarify brand strategy.

• Develop a positioning platform.

• Co-create brand attributes.

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3. Designing IDENTITY

• Visualize the future.

• Brainstorm big idea.

• Brand identity design.

• Achieve agreement.

• Initiate trademark protection.

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4.Managing ASSETS

• Develop launch strategy and plan.

• launch internally first.

• Launch externally.

• Develop standards and guidelines.

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Triangle of Brand Benefit..

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..Triangle of Brand Benefit

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พ.ศ. 2471

โฆษณายคเกา มกขายFunctional

พ.ศ. 2481

พ.ศ. 2497

ปจจบนขาย Emotional

63แบง Class ของโรงแรม : Economical

Accor Hotel Group

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การทองเทยว ขาย Emotional

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Brand & Color

สนนส าคญไฉน?

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Brand value

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2008

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TOP TEN BRANDS IN 2010

Source: http://www.interbrand.com/en/best-global-brands/Best-Global-Brands-2010.aspx74

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Source: Millward Brown

Top ten 2013

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Rebranding

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When then should you re-brand?

• When your core business/product has changed and no longer reflects current branding.

• When your customers and/or employees can no longer articulate your brand offering.

• When your current brand image and target market have become unaligned.

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Steps in the re-branding process:

• Identify all company stakeholders and potential stakeholders.

• Review all current brand communication material: logo, advertising, letterheads, website etc.

• Determine what your brand should stand for and set measurable targets for its achievement.

• Schedule the transition and appoint a project team to manage it.

• Celebrate and sell the changes with appropriate publicity and events to ensure the transition and acceptance from “old” to “new”.

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โคคาโคลา จดแขงทความคลาสสค ไมเปลยนแปลง

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เปปซ เปลยนบอยกวา

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"The brand’s blue and red globe trademark will become a series of “smiles,”

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New-Product Development

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Product life cycle

• All product eventually decline

• The firm must understand how its products age and change marketing strategies as products pass through life-cycle stages

• A company has to develop new products to survive

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New-product development process

• Idea generation

• Idea screening

• Concept development and testing

• Marketing strategy development

• Business analysis

• Product development

• Market testing

• Commercialization

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Idea generation.. สรางและรวบรวมความคด

• Internal sources

– 55% of new product idea come from within the company ; research, brainstorm, etc.

• Customers

– 28% of new product idea come from customer

• Competitors

– 27% of new product idea come from analyzing competitors

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..Idea generation

• Distributors and suppliers

– Distributors are close to the market and can pass along information about consumer problems.

– Suppliers can tell about new concepts, techniques, materials, etc.

• Other sources

– Trade magazines, shows, and seminars; government agencies, consultants, advertising agencies, research firm, university, etc.

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Idea screening เลอกสรรความคด

• To spot good ideas and drop poor ones as soon as possible

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ลกคาตองการอะไรทงาย

อะไรทลกคาตองการ?

Concept development and testingพฒนาแนวคดและทดสอบ

• Surviving ideas must now be developed into product concepts

• These concepts are tested with target customers

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Marketing strategy developmentพฒนากลยทธการตลาด

• Describes the target market, the planned product positioning, and the sales, market share, and profit goals for the first two years

• Outlines the product’s planned price, distribution, and marketing budget for the first year

• Describes the planned long-run sales, profit, and the marketing-mix strategy over time

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Business analysis วเคราะหธรกจ

• Review of the sales, costs, and profit projections to determine whether they satisfy the company’s objectives

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Product development พฒนาผลตภณฑ

• Turns the concept into a prototype of the product

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Market testing ทดสอบตลาด

• Is the stage in which the product and marketing program are introduced into more realistic market setting

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commercialization ออกจ าหนาย

• The product is brought into the marketplace

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สงทตองค านงถงในการพฒนาผลตภณฑ/บรการ

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Product life-cycle

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Product life cycle stages

• Product development– Finds and develops a new product idea.

• Introduction– Slow sales growth as the product is being introduced into the market. Profits are

nonexistent at this stage.

• Growth stage– Rapid market acceptance and increasing profits.

• Maturity stage– Slowdown in sales growth because the product has achieved acceptance by most

of its potential buyers.

• Decline stage– Sales fall off quickly and profits drop.

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Butler’s ‘Lifecycle models’

Involvement

Exploration

Development

Consolidation

Stagnation

Critical carrying capacity threshold

(Decline)

(Continued stagnation)

Number of visitors (Rejuvenation)

Figure … The Butler Sequence / the destination cycle of evolutionSource: Butler (1980 cited in Weaver & Lawton 2002, p. 309; 1999, p. 15)

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Stage Characteristic

Exploration Few adventurous tourist, visiting sites with no public facilities

Visitors attracted to the destination by a natural physical feature

Specific visitor type of a select nature

Involvement Limited interaction between local residents and the developing tourism

industry leads to the provision of basic services

Increased advertising induces a definable pattern of seasonal variation

Definite market area begins to emerge

Development Development of additional tourist facilities and increased promotional

efforts

Greater control of the tourist trade by outsiders

Number of tourist a peak periods far outweighs the size of the resident

population, inducing rising antagonism by the latter towards the former

Consolidation Tourism has become a major part of the local economy, but growth rates

have begun to level off

A well-delineated business district has taken shape

Some of he older deteriorating facilities are perceived as second rate

Local efforts are made to extend the tourist season

Stagnation Peak numbers of tourists and capacity levels are reached

The destination has a well-established image, but it is no longer in fashion

The accommodation stock is gradually eroded and property turnover rates

are high

Post-

stagnation

A number of possibilities, reflecting a range of options that may be

followed, depending partly on the success of local management decisions.

At either extreme are rejuvenation and decline

Source:Adapted from Mason (2003, p. 24)

Products Decisions

• Product and Service Classification System?

• The Product Life Cycle stages?

• Growth/Share?

• Product Market?

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Product Positioningการก าหนดคณสมบตพเศษของสนคาวามลกษณะพเศษในการ

แขงขนอยางไร ซงในกลยทธการแขงขนนน สามารถเลอกแนวทางได คอ น าเสนอความแตกตาง เปนผน าดานราคาต า หรอเปนผท

สนใจตลาดเฉพาะสวน

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Product Positioning

Image, Identity ส าคญมาก เปนตวท าใหเราสามารถวางต าแหนงสนคาของเราได

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You can position a product using a positioning statement that answers the important questions:

• For whom is the product designed?

• What kind of product is it?

• What is the single most important benefit it offers?

• What is its most important competitor?

• How is it different from that competitor?

• What is the customer benefit of that difference?

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Accor Hotel Group

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Venice, เมองแหงครก

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Paris, นครแหงแฟชน

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New York, ?

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Bangkok, ?

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ตนทนทางวฒนธรรม

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สงออกวฒนธรรม

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Manmade attractions

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ขอนแกน

กลมละ 3 คน (10 %)

• เลอกสถานททองเทยว หรอเมองทองเทยว

• Product ของเมองนนมอะไรบาง อธบาย

• Product positioning ของเมองนน คออะไร อธบาย

• สราง Brand ทจะน าเสนอการทองเทยวของเมองนน โดยออกแบบ Brand name, Brand mark (logo), และสโลแกนของเมองนน

• น าเสนอกลมละ 10 นาท

• สงและน าเสนอ วนท…………………………………..

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Tourism campaign ของประเทศอาเซยน

• กลมละ 2 คน

• ใชแคมเปญอะไร

• วเคราะห – ผลตภณฑทางการทองเทยวทตองการน าเสนอคออะไร

– กลมเปาหมายคอใคร

– การวางต าแหนงผลตภณฑทางการทองเทยวของแคมเปญนนคออะไร

• น าเสนอ 5-10 นาท

• สง.............................................