L21-22_Tourism Marketing(1)

L21-22_Tourism Marketing(1) - + Lecture 21-22 Tourism...

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Unformatted text preview: + Lecture 21-22 Tourism Marketing THM1311 Introduction to Tourism and Hospitality Management + Chapter 7 Tourism Marketing 2 Objectives 1. Describe differences between the tourism services marketing and traditional product marketing . 2. Explain the concept of market segmentation and how target markets are selected. 3. Define positioning and its application in tourism. 4. Describe steps of the marketing planning process in tourism. 5. List and describe elements of the marketing mix . + Tourism Marketing is Unique Intangible experience and perishable A mixture of several services and some facilities and products The organizations that market tourism destinations usually have little control over the quality and quantity of services provided The guest's satisfaction is a function of the staff providing the service 3 + Tourism Marketing is Unique The role of travel trade intermediaries Tourism demand is highly elastic, seasonal in nature, and is influenced by subjective factors as well as more objective factors The intangible nature of tourism services 4 + Tourism Marketing Defined Marketing is a management philosophy which, in light of tourist demand, makes it possible through research, forecasting and selection to place tourism products on the market most in line with the organizations purpose for the greatest benefit . World Tourism Organization (1975) 5 + Tourism Marketing Defined Marketing is a continuous, sequential process through which management in tourism plans, researches, implements, controls, and evaluates activities designed to satisfy both customers needs and wants and their own organizations objectives . To be effective, marketing requires the efforts of everyone in an organization and can be made more or less effective by the actions of complementary organizations. Morrison, A. M. (2009) 6 + The PRICE of Marketing 7 P lanning R esearch I mplementation C ontrol E valuation +...
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This note was uploaded on 04/25/2011 for the course TOURISM & 1311 taught by Professor Lee during the Spring '11 term at Temple.

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L21-22_Tourism Marketing(1) - + Lecture 21-22 Tourism...

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