Define Tourism and hospitality marketing from different perspective.docx - ADMAS UNIVERSITY COLLEGE Department of Marketing Management Section Marketing

Define Tourism and hospitality marketing from different perspective.docx

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ADMAS UNIVERSITY COLLEGE Department of Marketing Management Section: Marketing Submitted by: Kibrom G/Yohannes 1264/17 Submitted to: Kassahun T.
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Date: May 08, 2012 E.C 1
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Define Tourism and hospitality marketing from different perspective Before we talk about what hospitality marketing is, let’s focus on what marketing as a concept means in general. According to the American Marketing Association (2013) marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The main theme emerges from this definition is that marketing is about understanding and addressing customers’ needs and desires which not only benefits customers but also the society at large. Hospitality marketing is about applying marketing strategies and techniques in hospitality industry. 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 their products and services to customers. Travel and tourism marketing is the systematic and coordinated execution of business policies by the 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 identifiable tourist groups, and in doing so to achieve an appropriate return. According to Kotler, ” Marketing is a social and managerial process by which consumers obtain what they need and want through creating and exchanging product services and values with other.” He has emphasized more on wants, needs, satisfaction, demand, and marketers. According to the British Chartered Institute of Marketing, ” It is the management process responsible for the identification, anticipating, assessing and satisfying the customer’s client’s requirements profitable.” The modern marketing concept is not limited only to the identification and satisfaction of customers. It is a comprehensive process which encompasses research and analysis of society’s as well as consumer’s needs, asserts the company’s resources and marketplace and delivers the products/services to those whose experience provides a set of satisfactions which are preferable to those of the competitors. 2
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Krippendorf defines tourism marketing,” as the systematic and coordinated execution of business policies 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 identifiable tourist groups, and in doing so to achieve an appropriate return.” According to Paynter (1993), ” tour marketing is a systematic process consisting of marketing objective, strategies, schedules, marketing media, focused on the specific market segment and based on a substantial return on investment.” World Tourism Organisation (UNWTO) at Ottawa Seminar, has defined tourism marketing as,” a
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