OBJECTIVE:

THE MARKETING MIX IN TOURISM

 To analyze the tourism demand and the tourism offers.
ABSTRACT:  To determine the elements of marketing mix separately
in economic activities of tourism organizations.
In terms of globalization, turbulent and highly complex
environment, competition is stronger and more ruthless. Tourism
companies are faced with the need to find new ways, paths and
methods for achieving sustainable competitive advantage. TOURISM MARKETING:
Tourism market is determined primarily by tourism demand and
One of the areas where the marketing found wide
tourism offers. Tourism demand is determined by the motives as
application is tourism, which can still be called a "traveling
the driving force behind every deliberated planed activity, the
industry". The aim of marketing in tourism is the production and
family as the basic cell of society which is in charge of tourism
placement of products to suit a wider range of tourism consumers.
demand, the image if it represents potential destinations, lifestyle
It should facilitate the exchange process on the tourism trade.
of tourism services potential consumers, which is connected to a
Marketing in tourism can be seen as the subsystem in the system
life cycle of an individual or a family. Tourism offer represents a
of marketing services. Tourism marketing is a term which is used
temporal and spatial synchronization of attractive,
to refer to that business discipline by which the visitors are
communicative and receptive factors. An important feature of the
attracted to a particular location which can be a state, a city, a
tourism offer is its inflexibility, precisely due to the immutability
particular heritage site or tourist destination spot, a hotel or a
of its basic offer elements. In the realization of market needs of
convention center anything. The location can be anything which
Tourism Company, the key role belongs to marketing, which
has the potential for attracting a tourist who comes to visit a new
through its activities, primarily through marketing mix should
place.
identify and differentiate tourism product (compared to
MARKETING MIX OF TOURISM
competition) and thus implement its strategic objectives.
Marketing in the tourism has its own characteristics that derive
from the fact that the product in tourism is a service. Besides, the
invisibility of a product gives even more importance to the
marketing. With the help of the marketing mix elements: product,
price, promotion and distribution, the tourism organization adapts
to environmental conditions, thus realizing its mission. This paper
shows the importance of marketing and marketing mix elements
separately (product, price, promotion and distribution) in the
economic activities of tourism organizations.

Keywords: Marketing, tourists, markets and market structure,

destination, product, price, promotion, distribution.
1) PRODUCT
INTRODUCTION:
Tourist products are characterized by their complex
Tourism is often defined as the provision of services to nature. They consist of numerous components ― most of which
people who are traveling and staying outside their usual residence constitute products themselves ― with each one playing a distinct
for a period shorter than one year, during holidays or for business functional role in this “amalgam of tangible and intangible
purposes. Under the marketing of tourism, we include all the elements”. These components complement each other, i.e. they
marketing activities of producers who are in any way connected are functionally interdependent as each one provides only a part
to the sale of their products in the tourism market. The reasons for of the total sum of benefits sought by tourists. One of the most
studying marketing in tourism are reflected in the specifics of the important aspects of tourism marketing is to determine the effect
tourism market, tourism products and tourism consumer. The of the selling benefits and the other types of benefits that re-
factors that mainly influence the development of tourism are: obtained by competing with their rivals in the same market. The
limitations of market growth, destinations and diversification, tourism marketers need to focus more on such destinations that
modification of tourism distribution, socially responsible provide both the business and advantages and pleasure to their
marketing, changes in political structure. Clearly, one can draw customers. These pleasures depend on several factors like the
the conclusion that the marketing is a factor that has a decisive ease of traveling, facilities of the hotels, nightlife of that place,
importance for the development of tourism. Therefore, the aim of activities offered and the overall culture of that place. Thus, by
this study is to highlight the importance of marketing, particularly considering these factors, the tourism marketers will understand
marketing mix in tourism development. the areas that have to focus more on, so that tourism marketing
can be done effectively.
 2) PRICE:

I. PLACES OF RESIDENCE: These elements can be found at The price point is yet another important aspect of tourism
the destination(s) of the trip, the transit routes and the places of marketing. Now many people avoid traveling due to money-
residence. In addition, the consumption of these elements takes related issues. And this where tourism marketing comes to save
place before, during and after the trip. For instance, tourists spend the day. Today so many apps have been developed, on which if
part of their travel budget both at their home town (e.g. for buying a person books a hotel r a transport like flight or train, they get
a map before the trip and developing films after the trip) and route discounts. This attracts a lot of customers.
to
their destination (e.g. for buying food or gasoline).
PRICING COMPONENTS: pricing strategy may be made up
of the following components:
II. DESTINATION: A tourist product can only be determined in
relation to a specific destination, a fact that makes each product
unique. For instance, the geological tour of the petrified forest in I.SEASONAL PRICING: Using a mix of pricing throughout the
Sigri is a product unique to Lesbos; this particular experience and year to cover low, high, and shoulder seasons is a standard way
combination of elements cannot be found anywhere else. for tourism businesses to cater for differing levels of demand due
to the time of year. Typically, these will be the same date periods
each year but may also apply for school holiday dates and for
III. COMPOSITE PRODUCT: The tourist product is a local events where the dates vary each year.
composite product consisting of several components. It is also
labelled as a “package”, an “amalgam” or a “bundle” of tangible II.LAST MINUTE PRICING:
and intangible components. These components complement each A common method for accommodation suppliers to fill those last-
other, i.e. they are functionally interdependent as each one minute gaps in inventory availability, last minute pricing is
provides only a part of the total sum of benefits sought by tourists basically discounting daily prices according to forward bookings
and promoted on last minute booking websites.
IV. CONSUMPTION OF THE TOURIST PRODUCT: It is
not the production but the consumption of the tourist product that III.DISCOUNTING: While discounting has its place, and often
explains its composite nature. Each component is produced unavoidable in a competitive market such as tourism, be very
independently by the respective enterprise and it provides only a wary about continually discounting your prices to stimulate
limited benefit or no benefit at all to its consumer if it is not demand – it can become a rocky road to reducing profitability or
combined with the other components of the tourist product. It is even missing that vital break-even point. Be selective with last
only the whole bundle of components that fully satisfies the minute pricing deals – don’t make every day reduced, just select
primary and secondary needs of a tourist. In other words, it is the those where you really do need extra bookings. Consider adding
demand side and not the supply side that makes it necessary to conditions to a discounted price like a minimum stay or number
consume bundles of Elements. of travelers in the booking. While a booking is better than no
booking at all, customers do become used to a certain price level
V. TRAVEL EXPERIENCE: From the consumer’s point of and you therefore run the risk of not only making it hard for you
view, the tourist product amounts to his/her travel experience, to charge the normal rack rates.
including everything experienced and consumed as part of the
trip. According to Heath and Wall (1992:4), the product is an 3) PROMOTION:
experience that is achieved through the combination of a diverse
array of products and service Creation of awareness has a far-reaching impact. The
tourist organizations bear the responsibility of informing,
VI. ENGAGE IN THE DESIRED ACTIVITY: The purpose of persuading and sensing the potential tourists in a right fashion.
a tourist trip is to engage in certain activities that satisfy the The marketers need to use the various components of promotion
primary tourist needs. For instance, the primary need to relax can optimally so that they succeed in increasing the number of
be satisfied by bathing in the sea and basking in the sun. The habitual users. Promotion helps in maximizing the duration of
tourist product provides all the means needed to engage in the stay, frequency of visit by offering new tourist products in the
desired activity i.e. a safe beach, warm seawater and sunshine. same country to areas, which have remained untapped or partially
tapped. The various dimensions of tourism promotion are as
follows:

I.ADVERTISING: Advertisement gives important information

to the actual and potential tourists. Its coverage is wide.
Advertising is aimed at the public to create awareness of the travel
offers available on a resort and its attractions to influence their
business decisions. Intangibility can be compensated with the VI.TELEMARKETING: It is a method of selling in which a
help of visual exposure of scenes and events. We can project hotel professionally sound telemarketer markets the business. The
bedrooms, well-arranged restaurants and cafeterias, swimming quality of technology and the communicative ability of the
pools etc. telemarketers determine the magnitude of success of this
component. In tourism, the travel agents, offices of airways,
II.PUBLICITY: It focuses attention on strengthening the public receptionist, and secretaries work efficiently if the telephonic
relations measures by developing a rapport with media people and services are not up to the mark. Also recruiting a person
getting their personalized support in publicizing the business. It considered to be professionally sound, personally-committed
helps in projecting the positive image of tourist organizations sales personnel having an in-built creativity, innovation and
since the prospects trust on the news items publicized by the imagination is very important.
media people. The publicity program include regular publicity
stories and photographs to the newspapers, travel VII.EXHIBITIONS: The participants include state and national
editors, contact with magazines on stories etc. advertising is a tourism promotion boards, travel agents and tour operators,
part of publicity. airlines, car rentals, cruise liners, holiday financiers, technology
providers, hotels and resorts, education institutions in the field of
III.SALES PROMOTIONS: Sales promotion measures are the hospitality and tourism. Over the years the participation of
short-term activities seeking to boost sales at peak demand foreign tourism promotion boards like the Dubai Tourism and the
periods to ensure that the firms obtain its market share and are Mauritius Tourism, etc has increased in order to aggressively
used to help launch a new product or support an ailing or modified promote their respective countries.
one. The tool of sales promotions is designed to appeal
particularly to those customers who are price-sensitive. There are 4) PLACE:
a number of techniques to promote sale and the tourist
professional need to use them in the face of their requirements If it is known that the task of distribution is to connect the
vis-a-vis the emerging trends in the business. For instance, the producer and the consumer, still the difference should be made
tourism industry, a travel company offers give-away to their between the distributions in production process, as it aims to put
clients, such as flight bags, wallets for tickets, Foreign Exchange the product availability to the consumer, therefore in tourism the
(Forex) and covers of passport. The hotels offer a number of task of distribution is to bring the customer to the service system.
facilities like shoe shine clothes, first aid sewing kits, shower caps The importance, which the distribution has for tourism Service
and shampoo. Further, the VIP clients also get fruits and flowers Company and for the consumer is exactly the reduction of
in their rooms. transactions and communication channels, which facilitates the
entire product availability process. Considering that it performs a
IV.WORD-OF-MOUTH PROMOTION: Most specialized activity, the cost distribution will be much smaller
communication about tourism takes place by word-of-mouth than if the tourism companies would itself organize such a
information, which in a true sense is word-of-recommendation. process. There is an entire range of travel mediators, which
In the tourism industry it is found that the word-of-mouth perform the function of distribution. In case of tourism industry,
promoters play the role of a hidden sales force, which help the distribution is a tricky aspect. In terms of definition, distribution
process of selling. The high magnitude of effectiveness of this is concerned with making the product available to the customer.
tool of promotion is due to high credibility of the channel, It includes various activities undertaken to make the product
especially in the eyes of the potential tourists. The sensitivity of accessible and available to target customers. Tourism being a
this tool makes it clear that tourist organizations need to service product, and here the customers need to be transported to
concentrate on the quality of services they promise and offer. The various destinations (point of sale), its channels are tourist
marketers or the tourist organizations need to keep their eyes operators, agents, wholesalers, Tourist Company’s website, blogs
open, identify the vocal persons or the opinion leaders and take a etc. For the distribution channels in tourism understanding the
special care of them so that they keep on moving the process of distribution systems, recommended rates of commission, and the
stimulating and creating demand. roles of various booking agents’ matters.

V.PERSONAL SELLING: Personal Selling is based on the

personal skill of an individual. Personal selling is the personal CONCLUSION:
presentation of a tangible product or intangible services or ideas
to the customers. It is important to mention that in the tourism The implementation of planned and defined goals,
industry, the personnel who attend tourists form an essential whether it is a tourist destination or tourism bidder offer, is
ingredient of the product, such as sales personnel are found achieved by combining the elements of the marketing mix.
responsible for dealing with customers behind the counter, the Specified elements of the marketing mix have a very complex
resort representatives cater to the need of tourists when they reach content which is relevant to both business and tourism policy.
the destination etc. all of them play a vital role in ensuring that Leading, carrying element in this mixture is certainly the tourism
the tourism products satisfy the tourists. product, which, considering that it is related to a service it is very
specific and demanding. It is essential to define and emphasize
those elements of the product, which should lead to a desired
reaction of consumers in the tourism market. The key to success
is finding the optimal combination of these elements. It implies
such a marketing decision that optimally allocates production
resources in order to realize a consistent and complementary
combination of marketing mix elements.

REFERENCE:
Kotler, P. 2003. Marketing Management. Eleventh edition. New
Jersey: Pearson Education.
Kotler, P. Bowen, J. & Makens, J. 1999. Marketing for
Hospitality and Tourism. Second edition. New Jersey: Prentice
Hall.

JOURNAL:
Journal of consumer research
Indian journal of marketing research
Indian economic journal

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