Tourism Marketing Strategies PDF

REVIEWER MODULE 1: TOURISM and Customer Needs Marketing Management MARKETING Processes five core customer and Tourism marketing ma...

REVIEWER MODULE 1: TOURISM and Customer Needs Marketing Management MARKETING Processes five core customer and Tourism marketing marketplace concepts: 1. Set Marketing - is the process of promoting and Objectives - Setting objectives in advertising a destination to attract 1. Needs, wants, and demands. place is the first step of marketing visitors. 2. marketing offerings (tangible management. The set goals must products, services, and align with the brand or Functions of Tourism Marketing experiences). organisation's mission. 3. Value and Satisfaction. 2. Analyse Marketing Market Research 4. Exchanges and relationships. Opportunities - Once the - is a systematic investigation of 5. Markets. objectives are set, the brand or facts business starts to analyse related to marketing. Human needs - A state of felt marketing opportunities to find Product Planning and deprivation in a person. the right target market. Development - is concerned with Human wants. - The form that a 3. Research and Select Marketing identifying customers’ needs, human needs to take when Targets - Businesses should developing new products, and shaped by culture and individual understand the market's improving personality. attractiveness and know existing ones in order to satisfy Demands. - Human wants that are how it should be measured to the needs of backed by buying power. select an effective market. Market customers segmentation Segmentation - is a process of Market Offerings: Tangible and its evaluation are performed. identifying groups of buyers in Products, Services, and 4. Design Marketing Strategies - a total market different purchasing Experiences. The marketing strategy describes needs or Consumer needs and wants are how the organisation plans to requirements. fulfilled through a market offering: achieve its goals. This is one of Promotion - Refers to the process a product that is some the essential steps of marketing of informing, persuading, and combination of tangible, services, management. influencing customers to information, or experiential 5. Plan Marketing Programmes purchase a product. product components. - Marketing programmes and Selling - is the process of helping Customer value. - The difference strategies are necessary to customers between the benefits that the achieve the organisation's to buy the products and services customer gains from owning marketing goals. that and/or using a product and the 6. Implement Marketing Programs an organization offers at a price to costs of obtaining the product. - Implementation is a crucial step, earn profit for the business. Customer expectations. - as this involves acting on the set Expectations based on past marketing strategies and Marketing Mix buying experiences, the opinions programmes. The first step would is defined as a collection of of friends, and market information. be deciding when, where and how controllable marketing tools that a Exchange - The act of obtaining a to implement them. company uses to produce the desired object from someone by desired response in the target offering something in return. Importance of Marketing market. Transaction - Consists of a trade Management of values between two parties; - Demand Creation SEVEN P’S OF MARKETING marketing’s unit of measurement. - Customer Satisfaction Market - A set of actual and - Brand Reputation PRODUCT potential buyers of a product. - Profit Generation PRICE PROMOTION Marketingas Management PLACE Process PEOPLE Marketing, a very complex and PHYSICAL EVIDENCE core business function, needs PROCESS proper management to ensure the business's desired goals are Importance of Tourism Marketing reached. Marketing management is the process that helps a Tourism Products VS Consumer business plan, organise, control, Products and implement marketing strategies. Understanding The Marketplace Evolution of Marketing, Integrated engagement. businesses tailor their products, Marketing Personal Selling - One-on-one services, and marketing efforts to interactions between sales meet the specific needs and Integrated Marketing - is a representatives and potential preferences of different segments, strategic approach for promoting customers, often used for ultimately improving customer your products or services in a high-value or complex satisfaction and business consistent way across multiple products/services. efficiency channels and touch points Direct Marketing - Direct communication with individual Types of MARKET The Evolution of Marketing customers through channels like SEGMENTATION Eras that Shaped the Evolution of email marketing, direct mail, Marketing telemarketing, text blast marketing Demographic Segmentation and personalized offers. Geographic Segmentation Production OrientationEra Behavioral Segmentation (1800s-1920s) - focus on mass Digital and Social Media Marketing Psychographic Segmentation production and business success - involves using digital marketing was a production success tools such as web sites, social IMPORTANCE AND FUNCTIONS “A good product will sell itself” media, mobile ads and apps, OF MARKETING SEGMENTATION Sales OrientationEra online video, e-mail, blogs, and (1920s-1940s) - creating other digital platforms that engage Identifying Target Markets advertising and selling will consumers anywhere, anytime via Tailoring Marketing Strategies overcome consumers resistance their computers, smartphones, Optimizing Resource Allocation and persuade them to buy tablets, and other digital devices. Improving Product Development Marketing OrientationEra Enhancing Customer (1940s-1970s) - It revolves around Influencer Marketing Satisfaction the idea that reaching the Content Marketing Increasing Competitive business goals relies on Mobile Marketing Advantage understanding the needs of target Discovering Market customers first MODULE 2: THE TOURIST Opportunities Societal MARKET AND SEGMENTATION Orientation(1970s-Present) WHAT IS Target Market? It’s a concept that emphasizes an MARKET - A market is a place or - It is a subset of the audience organization’ s responsibility to venue where buyers and sellers you're aiming to reach (your develop strategies that positively come together to exchange goods market). It is made up of a group impact the consumers’ well-being and services. This can be a of customers that have one and the environment physical location, like a farmers’ commonalities between them and Digital marketing(1990s-Present) market, or a virtual are most likely to be interested in - is the use of digital channels to space, like an online store. your products. promote or market products and MARKETING - Marketing is the services to targeted consumers activity of promoting and selling STEP OF TARGET MARKETING and businesses products or services. It involves It is a detailed description of ideal creating, communicating, customers by sharing their Marketing Communication delivering, and exchanging characteristics, such as Approaches offerings that have value for demographics, psychographics, customers, clients, partners, and behavior, and interest. The message society. This includes market 1. DEFINE YOUR TARGET The target research, advertising, and sales. AUDIENCE: is a detailed The medium SEGMENTATION - The process of description of ideal customers by dividing a larger market or sharing their characteristics, such Advertising - The use of paid audience into smaller, more as demographics,psychographics, media channels such as manageable groups based behavior, and interest. television, radio, print, online, and on shared characteristics. This 2. CONDUCT A MARKETING social media to deliver allows businesses to tailor AUDIT AND RESEARCH: To promotional messages and reach their products, services, and analyze the current trends that a wide audience. marketing efforts to meet the helps to identify opportunities and Public Relations - Managing the specific needs and preferences of helps you understand the company's image and reputation different segments, ultimately satisfaction level. through media coverage, press improving customer satisfaction 3. SET SPECIFIC MARKETING releases, events, and other and business efficiency. GOALS: To reach your target strategies to build trust and MARKET SEGMENTATION - The audience and communicate the credibility. process of dividing a broad benefits of your product or Sales promotion - Short-term consumer or business market into service. incentives, discounts, coupons, sub-groups of consumers (known 4. CHOOSE TARGETED contests, and other promotional as segments) based on shared MARKETING CHANNELS: Is a activities designed to stimulate characteristics. This helps network to target an audience to immediate sales or customer provide commodities and services to customers for use and long-term marketing plans without CUSTOMER NEEDS: Knowing satisfaction, It can be either significant changes. your target market and how you online or offline. 7. Homogeneity Within Segments - will fulfill their specific needs. 5. MEASURING AND ANALYZE Each segment's customers should PRODUCT PRICE: Positioning RESULTS: To track the working have similar demands, your brand/product as standards and what needs preferences, or behaviors. competitively priced improvements that make 8. Heterogeneity Between PRODUCT QUALITY: Positioning decisions to refine the strategy. Segments - Segments must differ your brand/product as high quality 6. MONITOR COMPETITION: significantly from each other to PRODUCT USE AND You can gain information about effectively customize and APPLICATION: Associating your your competition’s target markets differentiate marketing tactics. brand/product with a specific use by analyzing their marketing COMPETITORS: Positioning your materials and social media WHAT IS Market Coverage brand as better than your campaigns. Strategy? is the process of competitors examining the marketplace and TRENDS AND EMERGING GOOD MARKET SEGMENTATION finding out how much of the total MARKETS IN THE PHILIPPINES market your advertising campaign TRENDS IN THE PHILIPPINES MARKET SEGMENTATION should cover for a specific THESE TRENDS INCLUDE: Process of dividing the broad product/service. While assessing consumer market into more the marketplace, businesses and Personalization - Customizing targeted groups according to companies also keep in mind the guest experiences based on common characteristics. economic factors like the buying preferences and behavior data is Marketing initiatives, resource power of customers and cultural becoming crucial. This includes focus, and client satisfaction all trends. Most importantly, they also personalized offers, tailored benefit from effective check the relationship of their recommendations, and unique segmentation. product with the marketplace. The experiences. Customizing Aims to boost profitability and purpose of the assessment is to services to meet individual competitiveness by concentrating place an effective and efficient preferences is becoming more on the appropriate customers. market coverage strategy. important. This includes personalized marketing, tailored CHARACTERISTICS OF A GOOD MARKETERS GENERALLY ADOPT travel itineraries, and MARKET SEGMENTATION ONE OF THE FOLLOWING THREE bespoke experiences. GENERAL MARKET COVERAGE Sustainability - Also known as 1. Measurability - To ensure STRATEGIES: Sustainable Tourism, Eco-friendly accurate choices, it is crucial to practices and a focus on social have observable or quantifiable Undifferentiated Marketing responsibility are increasingly data on each segment's size, Strategy - which focuses on one important. Travelers are looking purchasing power, and attributes. small part of the marketplace and for sustainable options and 2. Accessibility - The target is effected by a concentrated businesses that prioritize demographic can be effectively marketing promotion that environmental impact targeted and communicated with seeks to gain a large share of the There’s a growing emphasis on through effective distribution and small market. eco-friendly practices and marketing methods. Concentrated Marketing Strategy sustainable tourism. Travelers are 3. Substantiality - To justify a which focuses on what is common increasingly seeking marketing approach, each sector in consumer needs in the out destinations and must be substantial and marketplace and is effected by accommodations that prioritize profitable, and targeting small or presenting one product for all environmental responsibility. specialist markets may not be markets or presenting Technology Integration - The use cost-effective. all of a company's products in one of AI, chatbots, and voice search 4. Differentiability - Segments market. is enhancing customer service must have unique demands, Differentiated Marketing Strategy and engagement. Augmented habits, or reactions to marketing wherein several market segments reality (AR) and virtual reality (VR) initiatives, requiring a distinct are targeted for marketing are also being used to improve marketing approach for each campaigns with separate promotional efforts and guest sector. promotional offers for each experiences. The use of AI, VR, 5. Actionability - To effectively market. and AR is enhancing guest adapt to different segments, experiences. From virtual tours to businesses must create effective MARKET POSITIONING - refers to AI-powered customer service, programs that cater to their target the ability to influence consumer technology is playing a significant audiences by implementing perception regarding a brand role in the industry. well-defined and achievable or product relative to competitors Social Media and User-Generated techniques. Content - Leveraging social media 6. Stability - The market sector TYPES OF POSITIONING platforms for viral marketing and should remain stable over time, STRATEGIES encouraging user-generated allowing businesses to develop content helps build authentic connections with potential guests Data-Driven Decision Making Luxury Travel - High-end resorts Many small groups influence a - Utilizing data analytics to and luxury travel experiences are person’s behavior. understand customer preferences seeing increased demand. Groups that have a direct and optimize marketing strategies Exclusive island resorts and influence and to which a person is becoming more prevalent premium services are attracting belongs are called Experiential Marketing or affluent travelers. membership groups. Experiential Travel - Creating In contrast, reference groups memorable and unique MODULE 3: TOURISM AND serve as direct (face-to-face) or experiences, such as culinary CONSUMER BEHAVIOR indirect points of comparison or events or wellness retreats, to reference in forming a person’s attract and retain guests. Tourists PERSONAL CHARACTERISTICS attitudes or behavior are looking for unique and AFFECTING CONSUMER Family - Family members have a immersive experiences rather than BEHAVIOR - Consumer purchases strong influence on buyer just sightseeing. This includes are strongly influenced by behavior. The family remains the cultural exchanges, adventure cultural, social, personal, and most important consumer buying tourism, and wellness retreats. psychological characteristics. For organization in American society Hybrid Hospitality - Combining the most part, they cannot be and has been researched traditional hospitality services controlled by the marketer, but extensively with co-working spaces and they must be taken into account. Roles and Status long-term stay options is A person belongs to many becoming popular, CULTURAL FACTORS - exert the groups: family, clubs, and catering to digital nomads and broadest and deepest influence on organizations. An an individual's remote workers. consumer behavior. position in each group can be Health and Safety - Culture - is the most basic defined in terms of role and Post-pandemic, there is a determinant of a person’s wants status. A role consists of the continued focus on health and and behavior. It comprises the activities that a person is safety measures. This includes basic values, perceptions, wants, expected to perform according to enhanced cleaning protocols, and behaviors that a the persons around him or her. contactless services, and health a person learns continuously in a Common roles include son or certifications. society. daughter, wife or husband, and Subculture - Each culture contains manager or workers that a person EMERGING MARKETS INCLUDE: smaller subcultures, or groups of is expected to perform people with shared value systems according to the persons around Eco-Tourism - With the country’s based on common life him or her. rich biodiversity, eco-tourism is experiences and situations. gaining traction. Destinations like Subcultures include nationalities, PERSONAL FACTORS - A buyer’s Palawan, Siargao, and Bohol are religions, racial groups, and decisions are also influenced by popular for their natural beauty geographic regions. personal characteristics, such as and sustainable tourism practices. Social Class - are relatively age and life-cycle stage, Adventure Tourism - Activities permanent and ordered divisions occupation, economic situation, such as diving, surfing, and hiking in a society whose members share lifestyle, personality, and are attracting adventure seekers. similar values, interests, and self-concept. The Philippines’ diverse behaviors landscapes offer numerous Age and Life Cycle Stages - The opportunities for these Social scientists have identified types of goods and services experiences. the seven American social people buy change during their Cultural Tourism - There’s a classes: lifetimes. Preferences for leisure growing interest in cultural and activities, travel destinations, heritage tourism. Visitors are keen upper uppers (1 percent), food, and entertainment are often to explore historical sites, lower uppers (2 percent), age related festivals, and local traditions. upper middles (12 percent), Occupation - A person’s Health and Wellness middle (32 percent) occupation affects the Tourism - The demand for working (38 percent), goods and services bought. For wellness retreats, spa resorts, and upper lowers (9 percent), example, construction workers medical tourism is on the rise. The and lower lowers (7 percent) often buy their lunches from Philippines is becoming a industrial catering trucks that destination for those seeking PERSONAL CHARACTERISTICS come out to the job site. health and wellness experiences. AFFECTING CONSUMER Economic Situation - A person’s Digital Nomad-Friendly BEHAVIOR economic situation greatly affects Destinations - With the rise of product choice and the decision remote work, destinations that SOCIAL FACTORS - Consumer to purchase a particular product offer co-working spaces and behavior is also influenced by Lifestyle - A lifestyle is a person’s long-term stay options are social factors, including the pattern of living as expressed in becoming popular. Cities like consumers’ groups, family, social his or her activities, interests, and Cebu and Davao are emerging as roles, and status. hubs for digital nomad. Groups and Social Networks opinions. Lifestyle portrays the potential solutions. The customer “whole person” interacting with begins to consult different INDIVIDUAL BUYER BEHAVIOR his or her environment. sources of information; personal - This refers to how a single Personality and Self-Concept (marketer dominated) and person or a family makes - Each person’s personality intrapersonal (non-marketer) decisions when purchasing influences his or her buying factors will likely be used. goods or services for personal behavior. By personality we 3. PRE-PURCHASE EVALUATION use. mean distinguishing After researching the choices, the ORGANIZATIONAL BUYER psychological characteristics customer starts to evaluate BEHAVIOR - This focuses on how that lead to relatively consistent options using both objective businesses, organizations, or and enduring responses to the criteria, such as price and companies purchase products or environment. location, and subjective criteria, services to support their such as the perceived status of operations. PSYCHOLOGICAL FACTORS the product or service. A person’s buying choices are 4. PURCHASE DECISION - This is also influenced by four major m the moment the consumer has psychological factors: motivation, been waiting for: the purchase. perception, learning, and beliefs Once they have gathered all the and attitudes facts, including feedback from previous customers, consumers Motivation - Others are should arrive at a logical psychological, arising from states conclusion on the product or of tension, such as the need service to purchase. for recognition, esteem, or 5. POST-PURCHASE EVALUATION MODELS OF CONSUMER belonging. Most of these needs After use, the customer evaluates BEHAVIOR are not strong enough to motivate the purchase against a person to act at a given point in expectations; if these don’t TRADITIONAL CONSUMER time match, the customer will be either BEHAVIOR MODELS Perception - A motivated person is dissatisfied (expectations not met) ready to act. How that person acts or impressed (expectations ECONOMIC MODEL - consumers is influenced by his or her exceeded). try to meet their needs while perception of the situation. In the spending as few resources as same situation, two people with ROLE OF SERVICE QUALITY IN possible the same motivation may act quite CUSTOMER SATISFACTION LEARNING MODEL - buyers are differently based on how they driven to satisfy basic needs perceive conditions Marketers can be creative in required for survival, like food, Learning - When people act, they reducing consumer post-purchase and then learned needs. this learn. Learning describes changes dissatisfaction by keeping in model takes influence from in an individual’s behavior arising touch even after the sale has been psychologist Abraham Maslow’s from experience. Most human made and by knowing how to Hierarchy of needs. behavior is learned. Learning address customer complaints. theorists say that learning occurs Service quality, as defined in through the interplay of drives, businessdiictionary.com, Is an stimuli, cues, responses, and assessment of how well a reinforcement. delivered service conforms to Beliefs and Attitude the clients expectations. Service A belief is a descriptive business operators often assess thought that a person holds the service quality provided to about something. their customers in order to An attitude describes a person’s improve their service, to quickly relatively consistent evaluations, Identity Problems, and to better feelings, and tendencies toward. assess client satisfaction. an object or an idea. Relationship of service quality, Customer satisfaction, and word of mouth PSYCHOANALYTICAL MODEL - 5 STAGES OF THE BUYER individual consumers have deep- DECISION-MAKING PROCESS Service Quality rooted motives, both conscious Customer Satisfaction and unconscious, that drive them 1. NEED RECOGNITION - For this Repeat Purchase (referrals to to make a purchase process to start there needs to friends) SOCIOLOGICAL MODEL - be a stimulus; a need must be purchases are influenced by an triggered and identified. DIFFERENCE BETWEEN THE individual’s place within different 2. INFORMATION SEARCH - Once INDIVIDUAL AND societal groups: family, friends, a need is recognized, consumers ORGANIZATIONAL BUYER and workgroups. start gathering information about BEHAVIOR CONTEMPORARY CONSUMER The campaign showcases the BEHAVIOR MODELS Philippines' bright colors and unique experiences, proving that NICOSIA MODEL simple, targeted marketing can boost tourism appeal and attract more visitors.The stunning visuals showcasing bright colors and unique experiences are more than enough to encourage viewers to travel in the Philippines. This BERLO’S COMMUNICATION campaign is a prime example that MODEL less is more and targeted David Berlo (1960) introduces promotion exemplifies how factors that may affect the effective marketing process of communication from communication can significantly the source, message, channel, BLACK BOX MODEL enhance tourism appeal and drive and receiver (SMCR). a sender visitor engagement. delivering a message through a platform to a recipient. IMPORTANCE OF TOURISM MARKETING COMMUNICATION 1. VISITOR EXPERIENCE 2. ATTRACTING VISITORS & DIFFERENTIATION 3. DRIVING ECONOMIC MODULE 4: TOURISM GROWTH MARKETING AND COMMUNICATION COMMUNICATION MODELS AND THEORIES COMMUNICATION LASSWELL’S COMMUNICATION OSGOOD SCHRAMM MODEL Communication is defined as MODEL OF COMMUNICATION transmitting, giving, or This type of communication model exchanging information using oral Lasswell’s model of is a dynamic and interactive or written communication, also known as approach that emphasizes means. Marketing and the “action model,” was proposed feedback and context in the communication go hand in by Harold D. Lasswell in 1948. It is communication process and a hand. Communication is a basic the most basic form of circular and interactive model that human need. communication we engage in shows that messages go in two today. directions. TOURISM MARKETING COMMUNICATION - Tourism marketing communication is the strategic process of designing and implementing effective communication channels to promote a destination, attraction, or tourism products to potential visitors. It involves crafting ARISTOTLE’S COMMUNICATION compelling messages and utilizing MODEL various media to inform, It is a persuasive approach to persuade, and motivate target THE SHANNON-WEAVER communication, attributed to the audiences to travel. COMMUNICATION MODEL ancient Greek philosopher The Shannon-Weaver model of Aristotle. In this model, the focus communication, developed by lies on the speaker’s ability to Claude Shannon and Warren influence the audience and elicit a Weaver in 1949. This specific response to their communication is a one-way, message. linear process in which a sender encodes a message and transmits it through a channel to a receiver who decodes it.  4. Entertainment - Culture heavily COMMUNICATION influences entertainment MODELS IN MARKETING preferences. Companies can use popular forms of entertainment, AIDA MODEL like music, movies, or television Attention shows, to connect with their target Interest audience and promote their Desire products. Action COMMUNICATION CHALLENGES Hierarchy of Effects Model AND PROBLEMS LANGUAGE BARRIER - Since the tourism industry is a global industry, communication may become difficult due to differences in language. VARIED CONNOTATION OF WORDS, SIGNS, & SYMBOLS - Varied connotations mean that words, signs, or symbols can have different meanings to different people, depending on their culture or language. CULTURAL DIFFERENCES - Cultural differences mean the Integrated Marketing different ways people from Communication (IMC) - This is different places live, think, important because it builds a and behave. These differences strong, unified brand image that can affect communication in the consumers recognize and trust. tourism industry FAULTY WORD CHOICES IMPACT OF CULTURE - In tourism, faulty word choices IN THE MARKETING happen when someone uses the PROCESS - Cultural values and wrong words or phrases that don't social norms impact the way fit the situation or are hard to people communicate, think and understand. This can make make decisions. Being aware of Communication is difficult how culture influences different between tourists and locals. groups of people can help MISTRANSLATIONS marketers develop content that - Mistranslations happen when resonates with them. words or phrases are translated incorrectly, leading to a wrong Culture has a significant impact meaning. on the marketing process in several ways: 1. Language - This has a significant impact on advertising and sales. 2. Individual Values -Values are deeply held beliefs that influence people's choices, including their purchasing decisions. Companies need to understand the values of their target market to create products and marketing messages that align with them. 3. Custom - Custom are traditional practices and behaviors specific to a culture. Marketing strategies need to be sensitive to these customs to avoid offending or alienating potential customers.