marketings.pdf

INTRODUCTION TO TOURISM MARKETING Societal marketing concept- CONCEPTS consumers long run interest and society’s long run interest. ELEMENTS OF TOURISM...

INTRODUCTION TO TOURISM MARKETING Societal marketing concept- CONCEPTS consumers long run interest and society’s long run interest. ELEMENTS OF TOURISM OBJECTIVES OF MARKEITNG Pleasing weather Scenic attractions Raising awareness Historical and cultural factors Increasing profits Accessibility Challenging competitors Amenities Target new customers Accommodation Introducing new products and Safety and security services. Others factors SCOPE OF MARKETING IMPORTANCE OF TOURISM AND HOSPITALITY Study of consumer wants and needs Contribution to the balance of Study of consumer behavior payments Product planning and development Employment opportunities Channels of distribution Educational significance Pricing policies Dispersion of development Promotion Social benefits TOURISM MARKETING A vital force for peace Effect on general economic Tourism marketing involves discovering what development tourism want, developing sustainable tourist Cultural environment services, telling them what is available, and giving instruction where they can buy the MARKETING- a process intended to find, services. satisfy, and retain customers while the business makes a profit. SERVICE MARKETING CORE MARKETING CONCEPTS The process of promoting and selling a service or an intangible good to a specific group of Needs, wants, and demands people. Marketing offers (products, services and experiences) MARKETING IN SERVICE INDUSTRY MARKETING CONCEPTS OR PHILOSPHIES Internal marketing External marketing Product concept-products that offer Interactive marketing the most quality, performance and innovation features CHARACTERISTICS OF SERVICE Production concept- oldest concepts, Intangibility-services cannot be seen products that are widely available and Inseparability- separated from their inexpensive. providers Selling concept-consumers will not Variability-quality of service purchase enough products and Perishability-cannot be stored late promotion effort. Marketing concept - know the needs and wants of target market TYPES OF TOURISTS goods and services for personal consumption. Business tourist: travel relates to business, MESE-meetings, exhibitions and special event Potential travelers make their CHOICES among various vacation Educational tourist: to visit an educational destinations and particular types of institution in another town. products based on several factors. Incentive tourists: a rewarded with a vacation It is necessary for marketing people to paid by the employer understand how internal or Health or medical tourists: visit a health spa, psychological processes influence special medical treatments available in place travelers. Adventure tourists: want to experience an TRAVELER MOTIVATION unusual and exiting experience The psychological or internal influences Cultural tourists: want to experience different affecting individuals’ choices are named as cultures. Also like to see world heritage sites. motivations. Eco tourists: experience the natural There are 4 motivations that are observable in environment and different cultures tourists and can be categorized as; Leisure tourists: want to relax and break out Physical motivations- relate of their usual routine. directly to health and wellbeing. Religious tourists: visit place of religious destinations in the world Cultural motivations- relate to the desire to know more Shopping tourists: visit shopping centers, about other people, places, factory shops, parties and shopping tours their history, customs and Special interest (SIT) tourist: has special traditions. interest such as bird watching, food and wine Interpersonal motivations – Sports and recreation tourist: watch sports relate to the desire to meet events. new acquaintances and develop new friendships; also, Tourist visit friends and relatives (VFR) to visit relatives and friends. VFR- visiting friends and relatives Prestige and Status Backpacking/ youth tourists: little baggage, motivations - Relates to one’s travel with small budget want adventures personal development Gap year travelers: not study further Self-fulfilment is achieved imminently and do not start college instead through travel- Activities that they enjoy a breakaway. These young travelers enhance one’s ego and are sometimes called GAPPERS. indulges the senseS (Mathieson and Wall, 1993) UNDERSTANDING TOURIST MOTIVATIONS and BUYER BEHAVIOR According to the “model of buyer behavior”, Consumer buying behavior refers to the dynamics involved when marketing (4Ps – product, place, price individuals and households purchase and promotion) Process 1: Stimulus Inputs Process 6: Post-purchase and post- Dreaming consumption feelings TRAVEL EXPERIENCE / TRAVEL EVALUATION- The relationship Process 2: Communication Channels between consumer expectations and Planning- information received from family perceived product performance determines and friends and reference groups (word-of- post purchase satisfaction or dissatisfaction. mouth) influence behavior - the purchase decision SEVEN TYPES OF CONSUMERS Process 3 Perception filters in the buying Brand Champions favor branded goods and decision process : Planning- Perception may actively engage with brands. They seek more be defined as the process by which an than just transactional gains; they value individual selects, organizes, and interprets emotional loyalty, fostering strong, lasting information to create a meaningful picture of bonds. the world. Wellness Enthusiasts proactively pursue Process 4 Buyer characteristics, the decision products, services, information, and practices process and motivation BOOKING – that enhance their overall wellbeing. Perception is largely determined by an Connected Shoppers often use various forms individual’s characteristics and attitudes. of technology, mainly digital and electronic The interaction of devices and social media, to navigate, interact with, and make informed decisions. needs, wants and goals, Changemakers are purpose-led consumers Socio-economic and demographic actively seeking to support businesses aligned characteristics, with ESG values and principles. These psychographic attributes (personality consumers take charge of their choices and traits), firmly communicate their stance, believing that their actions have a meaningful impact attitudes, and on the world. motivations Experience Seekers prioritize spending on engaging and culturally diverse experiences determine an individual buyer’s disposition to over material goods. Despite valuing act in certain ways. convenience and often spending money to Process 5:Purchase choice/decisions/outputs save time, especially on technology. BOOKING- Action on purchases is linked Trendsetters eagerly follow and keep up with directly to motivations which is in turn the latest trends. They enjoy shopping and are influenced by buyer characteristics. optimistic, impulsive consumers who seek the Buyers’ purchase decisions turn into best, even if it means spending extra. responses such as Trendsetters highly value and eagerly embrace change and innovation product choice, Budgeteers prioritize financial prudence and brand choice, cautious spending today to be better off dealer choice, financially tomorrow. Yet, in purchases, the objective is not simply to select the least purchase timing, and expensive option but to achieve an optimal purchase amount balance between cost and value. MARKET SEGMENTATION IN THE TOURISM INDUSTRY Market segmentation is the process of grouping a large market into sub groups of customers with similar IMPORTANCE OF MARKET SEGMENTATION Efficient resource allocation Enhancing customers satisfaction and loyalty Product development and innovation Creating targeted marketing strategies 5C’S OF POTENTIAL SEGMENT Company Cost competitors condition customer FOUR TYPES OF MARKET SEGMENTATION Geographic segmentation – is when a business segments its market into regions or countries, so the brand becomes more relevant to its target audience Demographic segmentation - is when a business analyzes characteristics of the population like age, income, education, occupation, etc. Behavioral segmentation- is when a business taps into its segments purchasing behavior and travel patterns. Psychographic segmentation- is when a business focuses on customers lifestyles, values, opinions, and interest.