ADMAS UNIVERSITYCOLLEGEDepartment of Marketing Management Section: MarketingSubmitted by: Kibrom G/Yohannes 1264/17Submitted to: Kassahun T.
Date: May 08, 2012 E.C1
Define Tourism and hospitality marketing fromdifferent perspectiveBefore we talk about what hospitality marketing is, let’s focus on what marketing as a conceptmeans in general. According to the American Marketing Association (2013) marketing is theactivity, set of institutions, and processes for creating, communicating, delivering, andexchanging offerings that have value for customers, clients, partners, and society at large. Themain theme emerges from this definition is that marketing is about understanding and addressingcustomers’ needs and desires which not only benefits customers but also the society at large.Hospitality marketing is about applying marketing strategies and techniques in hospitalityindustry. It takes a look at how organisations in the hospitality industry e.g. restaurants, hotels,and food service providers make use of marketing strategies and techniques to promote theirproducts and services to customers.Travel and tourism marketing is the systematic and coordinated execution of business policies bythe both private or public and public sector tourism organizations operating at the local, regional,national, or international level to achieve the optimal satisfaction of the needs of identifiabletourist groups, and in doing so to achieve an appropriate return.According to Kotler, ” Marketing is a social and managerial process by which consumers obtainwhat they need and want through creating and exchanging product services and values withother.” He has emphasized more on wants, needs, satisfaction, demand, and marketers.According to the British Chartered Institute of Marketing, ” It is the management processresponsible for the identification, anticipating, assessing and satisfying the customer’s client’srequirements profitable.”The modern marketing concept is not limited only to the identification and satisfaction ofcustomers. It is a comprehensive process which encompasses research and analysis of society’sas well as consumer’s needs, asserts the company’s resources and marketplace and delivers theproducts/services to those whose experience provides a set of satisfactions which are preferableto those of the competitors.2
Krippendorf defines tourism marketing,” as the systematic and coordinated execution of businesspolicies by both private or public sector tourism organizations operated at the local, regional,national, or international level to achieve the optimal satisfaction of the needs of identifiabletourist groups, and in doing so to achieve an appropriate return.”According to Paynter (1993), ” tour marketing is a systematic process consisting of marketingobjective, strategies, schedules, marketing media, focused on the specific market segment andbased on a substantial return on investment.”World Tourism Organisation (UNWTO) at Ottawa Seminar, has defined tourism marketing as,” a