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Tourism Marketing and Promotion Strategies

This document provides an overview of tourism marketing and promotions. It defines marketing as planning and executing ideas to create exchanges that satisfy objectives. Tourism marketing is a systematic process to maximize tourist demand through research, forecasting, and selecting products and services. Tourism marketing is distinct because services have multiple components, involve travel intermediaries, and demand is highly elastic. The document also discusses marketing orientation, market segmentation, product life cycles, strategic marketing processes, and different types of promotion mixes used in tourism.

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Rochelle Engalan
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680 views16 pages

Tourism Marketing and Promotion Strategies

This document provides an overview of tourism marketing and promotions. It defines marketing as planning and executing ideas to create exchanges that satisfy objectives. Tourism marketing is a systematic process to maximize tourist demand through research, forecasting, and selecting products and services. Tourism marketing is distinct because services have multiple components, involve travel intermediaries, and demand is highly elastic. The document also discusses marketing orientation, market segmentation, product life cycles, strategic marketing processes, and different types of promotion mixes used in tourism.

Uploaded by

Rochelle Engalan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
  • Introduction to Tourism Marketing
  • Distinctiveness of Tourism Marketing
  • Differences between Marketing Orientation, Market Segmentation & Product Life Cycle
  • Elements of Strategic Marketing Process
  • Tourism Promotions
  • Relationship of Promotion to Marketing
  • Types of Promotion Mix

TOURISM MARKETING & PROMOTIONS

Lesson 3

Marketing

* The process of planning & executing the conception, pricing, promotion & distribution of ideas, goods & services to create exchanges that satisfy individual & organizational objectives.

Tourism Marketing
A systematic process by which an organization tries to maximize the satisfaction of tourist demand , through research, forecasting & selection of tourist products & services to meet that demand.

Distinctiveness of Tourism Marketing


1. Service 2, Service provided is composed of several components. 3. Involves Travel Intermediaries. 4. Demand is highly elastic.

Differences between Marketing Orientation, Market Segmentation & Product Life Cycle

Marketing Orientation
Understanding what guest want & need, developing products & services that best meet their needs & communicating with them to generate AWARENESS, INTEREST & PURCHASE. While sales orientation, is when the company develop products & services that it thinks the costumer would like & then sells services to

Kinds of Marketing Orientation


* Product Orientation * Consumer Orientation * Societal Orientation

Market Segmentation
[Link] Market into Segments [Link] segments [Link] Segments [Link] Strategy for each segment

Product Life Cycle

* A concept wherein a destination is introduced to the market & that it grows in time to maturity & then if not carefully managed may decline

Elements of Strategic Marketing Process


1. Market planning

2. Target market selection 3. Marketing mix selection

Tourism Promotions

Stimulating sales through dissemination information & encouraging potential/ actual consumer to travel.

Relationship of Promotion to Marketing.

*Promotion is one of the major tools used in marketing a tourist product. *Marketing is a total process which includes all elements from production & product improvement to the final exchange of a product for something of value.

Types of Promotion Mix

1. Advertising- involves communicating about the product in different media, such as newspaper, TV, radio, magazines & on internet. 2. Personal Selling- occurs when there is a direct contact between consumer & sales representative from the tourism company.

3. Sales Promotion- includes any activity aimed at giving consumers or retailers an extra incentives to buy a product or service. 4. Public Relations- aimed to build a strong positive image of an organization for the public.

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