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## Tourism Marketing ### Module 1 **Tourist Product:** Combination of what the tourist does at the destination and the services he uses during his stay. **Characteristics:** - **Intangible:** Cannot be touched, smelled, tasted, felt, or heard prior to purchase. - **Inseparable:** Cannot be sepa...

## Tourism Marketing ### Module 1 **Tourist Product:** Combination of what the tourist does at the destination and the services he uses during his stay. **Characteristics:** - **Intangible:** Cannot be touched, smelled, tasted, felt, or heard prior to purchase. - **Inseparable:** Cannot be separated from the consumer. - **Substitutable:** Easily replaceable by another destination. - **Seasonal:** Influenced by seasons of the year, weather conditions, and travel market patterns. - **Perishable:** Cannot be stored for future use. ### Marketing #### Definitions - **Philip Kotler (2002):** A social process of obtaining needs and wants through creating and exchanging products and value. - **Kotler, Bowens, and Makens (2010):** The art and science of finding, retaining, and growing profitable customers. - **American Marketing Association (2013):** 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. - **Kotler (2010):** Facilitates exchange and relationship development by examining consumer needs and wants, developing products or services, offering them at a price, making them available through distribution channels, and promoting them. ### Marketing Mix (4Ps) - **Product:** The offering to satisfy a consumer's want or need. - **Price:** The value assigned to the product or service. - **Place:** The means by which the product or service reaches the consumer. - **Promotion:** The strategic plan to inform customers about the product or service and its value. ### Integrated Marketing Communications (IMC) Process of using all forms of promotion to achieve maximum communications impact while maintaining a consistent image for the products or services.