REVIEWER-1 (1).docx

**TOURISM UNWTO** It is a social, cultural, economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal business and professional purposes. **TOURISM SOCIETY OF BRITAIN** It is a temporary short term movement of people to the destin...

**TOURISM UNWTO** It is a social, cultural, economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal business and professional purposes. **TOURISM SOCIETY OF BRITAIN** It is a temporary short term movement of people to the destination outside the place where they normally live and work and their activities during their stay at this destination. Tourism came from the latin word \"**TORA**\" which means studying, learning, searching. **Father Of Tourism** - [Thomas Cook] and he has travel agency ant it\'s agency is thomas cock and son the first grand tour was in [England with 570 passengers], before thomas cook and son a travel agency cox and kings exist. **Hospitality** came from the latin word \"[Hospes]\" which means guest or visitor. hospitality also derived from the latin word \"[Hospitare]\" which means welcoming guest. **4 Elements Of Travel** - - - - **2 Classes Of Visitors** - - **Nature Of Tour** - - **3 Factors Of Tourism** - - - **4 Example Of Attraction** - - - - **8 Importance Of Tourism** - - - - - - - - **2 Early Forms Of Tourism** - - **Package Tour** or also known as inclusive tour or all inclusive under inclusive tour we have **(IIT)** independent inclusive tour **(GIT)** group inclusive tour they are under travel agency and t reservation such as food and beverages, accomodations and transportation are included however in independent tour reservation such as food and beverages, accomodations and transportation are reserved separately. **Tourist Destination** -any geographical unit where visitors stay or visit. **INTRODUCTION** ➤ Marketing has become a buzzword in the world of business when the competition to gain share began among businesses. Marketing has evolved from simple trade to production orientation and to a sales orientation. ► Tourism is one of the leading industries of the future. Next to information technology and telecommunications, tourism contributes largely in terms of job generation and strengthing of economies. ► Tourism has become one of the worlds largest and fastest growing industries. Many new destinations are emerging apart from traditional favorites, europe and north america. **UNIQUE CHARACTERISTICS OF THE TOURISM INDUSTRY** ► **Intangible**- Tourism [products cannot be touched], smelled, tasted, felt not heard prior to purchase. Th cannot be subjected to prior security. One cannot examine nor test tgem before purchase unlike consumer products which can be sampled. ► **Inseperable**- The tourism [product cannot be seperated from the consumer,] when tourists avait of products and services, they have to personally go to where the products are. Since what is being sold is the experience, the product and the consumer cannot be in two different places. They have to be in the same place. **►Variable**- the tourism experience is likely to be different depending on [whe the product is availed]. Who one is with and how the service providers delive the service at the time of consumption. One may have gone to the same restraunt several times and have a different experience each time. **►Perishable**- The tourism product is one of [the most highly perishable of products], perishability as used in this context. Refers to not being able to forward inventory to the next day. **►Seasonal** - Seasonlity does [not only refer to seasons of the eyar or the whater conditions]. It is also refers behavioral patterns of travel market. ► **Substitutable**- [competition in the tourism industry is intestifying]. With new destinations emerging and competing in the global marketplace, one destination can easily be substituted for another destination. **TOURISM AS A HIGH INVOLVEMENT PRODUCT** ➤Decision making in the purchase of tourism products is considered to be of high involvemnt. Tourism products of high involvement mean that there is greater degree of thought or study involved prior to the purchased. Expensive complex and unrepeatable are characteristics of high involvement products. Purchase of expensive product is likely to go through a long and deatalled process of canvassing and comparing of brands suppliers and product features. Consumer can find complex products difficult to purchase. The difficulty may arise from the need to understand the features or details of the product. The unpeatable nature of travel makes it a once in a lifetime purchase. With the novelty-seeking behavior of most tourist and the high cost of travel. Travel purchases may not be repeated or may be infrequent. **TABLE 1.1 HIGH INVOLVEMENT VS LOW INVOLVEMENT PRODUCTS** **HIGH INVOLVEMENT** **LOW INVOLVEMENT** ---------------------- --------------------- **Expensive** **Inexpensive** **Complex** **Simple** **Unrepeatable** **Complex** **TOURISM MARKETING DEFINED** ► In the past, [marketing was assiociated with only advertising and selling.] However, theses two activities are now part of a more complex set of strategic activities that comprise marketing. ► Customer Satisfaction is the center of marketing. It is easy to persuade a customer to make initial purchased, but making the customer retum for more is [dependent on his satisfaction from his initial experience.] TOURISM MARKETING DEFINED **►Philip kotler (2002)** defines marketing as a social process by which individuals and groups obtain what they need and want through crafting and exchanging products and value with others. **► Kotler, Bownerns and Makens (2010)**- define marketing as the art and science of finding, rataining, and growing profitable customers. This definition paves the ways for concepts such as customer-centered marketing and relationship marketing which have become emerging trends to study marketing. **TOURISM MARKETING** ➤ Admist all these definitions of marketing, notice how this terms definition has [evolved over time, from merely meeting a customers needs and wants to customer retention.] With the tourim products unique qualities of being substitutable and of high involvement, the marketing of tourism products becoming extremely challenging. There is a need to see marketing as a management process to achieve maximum results. **MARKETING AS A MANAGEMENT PROCESS** **► 1. Marketing Information system**- With the advent of technology the provinsion for a marketing information system enables the organization to compile an updated set of information about its customers, competitors and the organizations capability and effectiveness. **► 2. Marketing Planning**- This involves an analysis of the marketing environment in relation to potentials of ones business. It also involves the setting up of objectives and an evaluation of the milestones. The company has reached. **► 3. Planning Tactical Campaign**- This step ensures that practical and realistic tactical campaigns are conducted in support of the comprehensive marketing strategy. **► 4. Marketing Operations**- This process involves the challenging part of implementing the planned strategic and tactical campaigns by coordinating with all stakeholders, fine tuning the marketing mix as they unfold and ensuring that activities are conducted as planned. ► **5. Monitoring and Control**- This involves the ongoing process of evaluating sales data and financial performance versus marketing activities conducted. It also includes the handling customers feedback and complaints (if any) and coordination with what the staff has to say about the marketing campaigns. Finally it included being aware of what the competitors are doing. **CORE MARKETING FUNCTIONS** **► 1**. **Marketing Information Management**- Entailes gathering information about customers to better serve their needs and improve decision making. **► 2.** **Financing**- Involves planning to ensure that resources are available to maintain and improve to business. **► 3.** **Pricing**- ensures that the value and cost of goods and services offered to customers will be at the level that customers are willing to pay. **► 4. Promotion**- Prepares the Various promotional strategies that will enable the products to be introduced and sold to the customers. **► 5.** **Product service management** - involves designing, developing, maintaining, improving and aquiring products and services to meet the needs and wants of the customers **► 6. Distribution**- Involves bringing the products and services to the customers in the best way possible **► 7.** **Selling**- is the ultimate measure of marketing success. Strategies on following up the sale closing the sale and making a repeat sale are crucial tasks of marketing. **THE MARKETING MIX** **➤Kotler (2010)** says that marketing facilities the exchange process and the development of relationships by carefully examining the needs and wants of the consumer, developing a product or service that satisfies these needs. ➤Offering it in a certain price making it available through a bution and developing a particular place or channel of distribution and developing a program of promotion to create awareness and interest. ➤The product or service is what the company is offering to satisfy a [consumers want or need.] The price is the value that the seller puts on a product. This includes the cost of the product and the profit the seller wishes to visit. **FIGURE 1.1 THE TOURISM MARKETING MIX** - - ( TARGET MARKET ) - - **7 MARKETING MIX** - - - - - - - **INTEGRATED MARKETING COMMUNICATIONS APPROACH** Promoting and selling products have become heavily reliant on traditional advertising techniques which have become more expensive but less effective. The **Intergrated Marketing communication (IMC)** approach was born out of a need to enhance the demands of businesses to promote their products.