49069460 ch01 introduction to tourism marketing

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Chapter 1

Introduction to tourism marketing



Tourism in the experience

economy From service economy to experience

economy

Tourism experience ± core value of service delivery in tourism

Tourism system: demand, travel,

destination, marketing Destination mix: FAITH



Concepts related to customer

experience

Customer expectation

Customer perception Customer satisfaction

Customer value



The evolution of marketing

concepts Production orientation

Sales orientation

Marketing orientation

Personal marketing orientation



Production orientation

Dominated business operation

approaches until mid 1950s

Concerned with product supply issues

Supply shortage comparing to mass

demand

Common belief: supply creates its owndemand



Sales orientation

Mid 1950s to early 1970s

More business efforts on salespromotion strategies and

advertisements

Still lack of attention to customers¶needs



Marketing orientation

Starting from early 1970s

Competitive business environment

Unprecedented attention toconsumer needs and wants

Customer centred and market-

driven business practices



Personal marketing orientation

Propelled by technology

Tailor marketing programs to the

individual Mass customisation

Customer relationship management

(CRM) Database marketing



What is marketing?

Definitions of marketing

Marketing mix



Definitions of marketing (1)

Philip Kotler (2003): a societal

process by which individuals and

groups obtain what they need and

want through creating, offering, and

freely exchanging products and

services of value with others




American Marketing Association

( AMA) (1995): the process of

planning and executing theconception, pricing, promotion and

distribution of ideas, goods, and

services to create exchanges thatsatisfy individual and organisational

goals.




AMA (2004): an organizational

function and a set of processes for

creating, communicating anddelivering value to customers and for

managing customer relationships in

ways that benefit the organization

and its stakeholders.



Marketing mix

Four Ps: P roduct , price, place, and

promotion

Four Cs: customer solution, customer cost , convenience, and

communication

Seven Ps:P

roduct , price, place, promotion, people, process, and

physical evidence



Characteristics of tourism

services

Characteristics of services

Special features of travel and

tourism



Characteristics of services

Intangibility

Inseparability

Variability

Perishability




tourism Seasonality

Unclear ownership

Interdependence

Sensitivity to crises

Fixed capacity

Shorter exposure to services

More emotional buying appeals




tourism Greater emphasis on stature and

imagery

More variety and types of distributionchannels

Easier copying of services

Difficulty of differentiating tourism,travel and hospitality services



Destination marketing

organisations

National tourism organisations

(NTOs)/ national tourism

administrations NTAs)

International tourism organisations

Inter- and intra-organisational

collaboration



NTOs/NTAs

Responsible for many aspects of a

nation¶s tourism development

Destination marketing as a major or

sole function

Branch offices in major source

markets



International tourism

organisations

World Tourism Organisation

(UNWTO)

World Travel and Tourism Council

(WTTC)

Pacific Asia Travel Association

(PATA)



Inter- and intra-

organisational collaboration

International marketing collaboration:

E.g., UNWTO Silk Road Project

Inter-organisational collaborations

within a destination

Departmental collaboration and

cooperation within a tourism company



Summary

Nature of tourism in the experience

economy

Customer experience related concepts Evolution of marketing concepts

Definitions of marketing

Characteristics of tourism services

Importance of tourism marketing

Destination marketing organisations

49069460 ch01 introduction to tourism marketing

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