Week 1 - Introduction to Tourism and Hospitality Marketing PDF

Introduction to Tourism and Hospitality Marketing BSTM Tourism & Hospitality Marketing Introduction Marketing for tourism covers several levels From the tourism destination as the product itself to the specific products and services that a tourist should avail...

Introduction to Tourism and Hospitality Marketing BSTM Tourism & Hospitality Marketing Introduction Marketing for tourism covers several levels From the tourism destination as the product itself to the specific products and services that a tourist should avail to complete the tourist experience. Products includes: Transportation Accommodation Attractions Amenities Unique Characteristics of the Tourism Industry Intangible Tourism Products cannot be touched, smelled, tasted, felt, nor heard prior to purchase. The consumers rely on photographs of the place, comments or reviews. Igorot Stone Kingdom – Baguio City Unique Characteristics of the Tourism Industry Inseparable Tourism products cannot be separated from the consumer. The product and the consumer cannot be in two different places; they must be in the same place Sold - Experience Skyranch Baguio Unique Characteristics of the Tourism Industry Variable Perishable The experience is likely to be Highly perishable products different depending on: Products become perishable When the product is availed when they can no longer Who one is with consumed today even when no How the service providers deliver one consumed them the day the service at the time of before. consumption Airline and restaurants seats Primary reason why Hotels rooms standardization of operations is function rooms crucial in the tourism industry. Unique Characteristics of the Tourism Industry Tourism as a High Expensive products Involvement Product Go through long, and detailed process of canvassing and Decision-making in the comparing of brands, suppliers, purchase of tourism products and product features is considered to be of high Complex products involvement. Difficult to purchase – need to Tourism products of high understand the features or involvement mean that there details of the product is a greater degree of thought. Travel packages Unrepeatable nature ”once-in-a-lifetime” purchase High Involvement Products vs Low Involvement of Products High Involvement Low Involvement Expensive Inexpensive Complex Simple Unrepeatable Familiar Tourism Marketing Customer satisfaction is at the center of marketing Philip Kotler et al. (2017) define marketing as “the process by which companies create value for customers and build strong relationships in order to capture value from the customers in return” Tourism Marketing can be defined as a management process where destinations, products, and services are designed, promoted, and distributed to meet the needs and wants of prospective tourists. Core Marketing Functions 1. Marketing Information Management – entails 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 the 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. Core Marketing Functions 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 acquiring products and services to meet the needs 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 the following up the sale, closing the sale, and making a repeat sale are crucial tasks of marketing. Holienčinová, Mária & Holota, Tomas. (2018). Marketing management as a strategic part of sustainable development in the conditions of rural tourism in Slovakia. Turystyka i Rozwój Regionalny. 13-22. 10.22630/TIRR.2018.9.2. Task: 1. Be more observant as you travel to school. 2. Check out how tourism establishments and destinations are marketing their products and services. 3. Look at billboards, transit ads (posters inside and outside the buses), and other ways by which tourism products and services are promoted. 4. Express your thoughts in class during the next session