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Tourism
Marketing
Pakin Witchayakawin
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Textbook: 120 THB
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Outline
Idea on Tourism Marketing
Component of Tourism Marketing
Tourism Marketing Mix
Determination of Tourism MarketingSegment
Relation of Market SegmentDetermination
Principle of Market SegmentDetermination
Tourist Market in Thailand
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The Importance of TourismMarketing
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Thailand One Lifetime
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:
Marketing Mix4 PsProduct
PricePlace
Promotion
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Product
Goods
Service
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Price
Rate of goods or services
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Place
Channel to sell products: internet computersystem
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Promotion
Advertising
Activity
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:
Market SegmentDeterminationCause:
The difference of customers
Different need
Material
Location
Attitude of purchasing
For:
Our products can be purchase by all group ofcustomers
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Market Segment Determinationin Tourism Industry
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4
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Influence Factors on Market SegmentDetermination
in Tourism Industry
Market in tourism is growth
Push factor of social & economy
Modernization of technology
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Advantage of Market SegmentDetermination
in Tourism Industry
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Relation of Market SegmentDetermination
-
-
-
-
-
-
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Principle of Market Segment
Measurability
Accessibility
Substantiality
Durability
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1Psychographics Segment ()
Geographic Profile Segment
(
..)
Demographic Segment
( ..)
Purchase Behavior Segment (
.)
Behavior Segment
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2Travel Experience Segment (
)
Price Segment (
..)
Multivariate Segment
(
)
Multilevel Segment
(
)
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Hearing the Sunshine
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Tourist Market in Thailand
2
General
Special Interest
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Chinese Market
(GDP)
9-10
(outbound tourist)
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Japanese Market
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Indian Market
2546
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European Market
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Russian Market
2543-2547
2543
49,000
2547
100,000
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Marketing Mix: 4Ps in Trang
Product- Package tour
5
Price-
2 -
3
-15
Place-
?- internet
Promotion-
15 -
-
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Thank You