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Definition
Tourism marketing
Marketing in tourism is to be understood as the systematic and co-ordinated execution of business policy by tourist undertakings whether private or state owned, at local, regional, national and international levels to achieve the optimum satisfaction of the
Tourism Product
Tourism product refers to the tourism product offering . although service products are highly intangible, there are certain physical characteristics which consumers asses in the evaluation of their
Attractions
Transportation Shopping
Price
Place
Product
The seven Ps Of Tourism Marketing Mix
Promotion
Physical
People Process
evidence
Product
Accommodation
Entertainment Learning Restaurants Pubs
Shops
Price
Distance Traveled
Entry Fee Accommodation Guide Food
Drinks
Place
Heritage Sites Monuments Parks
Hill Stations
Beaches Resorts Theme Parks
Promotion
Advertising
Publicity Sales Promotion Word of Mouth Promotion Personal Selling
Tele Marketing
People
Tour Operators
Travel Agents Tourists Guides Hotel Staff
Process
Training
Guiding Explaining Preserving Documenting
Physical Evidence
Monuments
Historic Places Leisure Centers Healing Parks
Objectives of analysis
Identify influences,
Control those(if any) which can be controlled,
Social/Cultural Factor
Technological Factors
Political Factors
Political instability in terms of terrorism, war, break outs.
E.g.: Gulf war had tremendous effect on the region & even on the countries like Turkey, Yugoslavia; where danger on holiday makers was negligible. Government support to the tourism industry is also a major factor.
Economical Factors
In countries where currency is highly unstable, the opportunities to develop tourism becomes limited. Economic wealth,of both the countries; where tourism is to be developed (countrys affordability for infrastructure like roads, airports,etc. )& also in the country where it is promoted(peoples affordability to pay for expensive holidays) is a major economic factor.
Technological Factors
Better technology in the field of communication with cheaper cost has seen many remote area get connected to the rest of the world. Better transportation has lead to dramatic increase in number of tourists. It also includes internet reservation, online banking, credit card , ATMs, easy money transfers, etc.
Opportunities
Threats
Strength
Indias geographical location. A combination of deserts,
forests, mountains, and beaches. Diversity of cultures i.e. a blend of various civilization and their tradition. A wealth of a archeological sites & historical monuments.
Weaknesses
Lack of adequate infrastructure.
A xenophobic attitude among certain section of people.
Opportunities
More pro-active role of government of India in
terms of making policies.
Threats
Economic conditions.
Political turmoil and corruption.
Terrorism.
Aggressive strategies adopted by countries like Australia, Singapore, Malaysia, etc. in promoting tourism.
MARKET SEGMENTATION
Holiday as a Base
Demand as a Base
Geography as a Base
Market Segmentation
Psychography as a Base Demography as a Base Socio-Economic as a base Purpose as a Base Age as a Base
Tourism
7Ps OF TRAVEL
PEOPLE.
PROCESS
Technology in Tourism.
Artificial Tourist Information Kiosks/Websites. Online Ticket Exchanges.
Managing Demand
Developing off Peak Pricing Schemes
Non Peak Promotion and Demand Creation Developing Complimentary Services Creating Reservation System
Contd.
In the Indian industry we find tourism industry at the bottom of our development agenda which has been standing as a barrier while energising the process of qualitative or quantitative improvements. It was in the early 1950s that the Govt of India decided to promote tourism industry but it had no clear objectives in terms of marketing. At the initial stage, the image problem was found at its peak and even till now we find it an important constraint. The government further activated efforts and new offices were opened in 1964. The beginning of the decade 1970s opened new vistas for the development of marketing concept in the tourism industry.
Contd
The Pacific Visitor Survey conducted by PATA in 1967 revealed that it was only due to image problem that the tourism industry in India has not been successful in raising its contribution to the development of economy vis--vis generation of foreign exchange.
The beginning of the decade 1980s paved avenues for the development of tourism industry. The management experts felt that if the contribution to the world tourism is to be increased, tourism services needed to be professionally marketed.
Contd
Aggressive marketing was required to be taken up in the existing tourist generating markets abroad as well as to explore new markets. In order to cater to the needs of professionally sound manpower for tourism marketing, the Indian Institute of Tourism and Travel Management was developed as a model institute.
The beginning of the decade 1990s opened new areas for the development of tourism in the Indian perspective. This necessitated
Contd.
Taking up activities helpful in image building and strengthening the national image.
Innovating the promotional measures and assigning due weightage to aggressive promotion to project a positive image. Development of people by advancing education and training facilities. Enriching their professional excellence by undertaking an ongoing training programme. Motivating the private sector to develop the superstructure.
Contd..
An overriding priority to adventure tourism, village or rural tourism, beach tourism, heritage tourism or so.
Promoting the use of sophisticated information technologies to improve the quality of services. Enriching peripheral services to add additional attractions.
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