Marketing and Tourism

CGG3o1Lester B Pearson

What is marketing?

• Marketing is about anticipating and identifying the wants and needs of a target market of consumers, then satisfying those needs in order to make a profit

Marketing 4 P’s Theory

• Planning

• Pricing

• Promoting

• Placing

Planning

• Identify the needs and interest of tourism consumers

• Can do this through surveys or by looking at tourism trends

Pricing•Developing quality tourism experience (destinations or travel packages) that a consumer will consider being at a fair price

•The customer perceived value for the product.

Value = Benefits / Cost

Promoting

• Informing the market about the tourism products (advertising)

http://www.youtube.com/user/NewfoundlandLabrador?v=RpShYvI84JI

Placing• Refers to convenient for

tourism consumers to find out about the tourism product, purchase the tourism package and getting to the tourism destination.

• Travel agent travel website

When Marketing a Destination:

1. Knowing your target market

• Classifying customers according to socio-economic status, lifestyle, family circumstances, gender and so on

2. Shaping Tourist’s Wants

• Making people want to travel to your destination

• Choose your destination over others

• Increase people’s willingness to travel

3. Packaging Tourism

• Packages are combinations of transportation, accommodation, meals and activities

• Designed to fit specific target markets (ex. seniors, family, luxury or youth)

4. Know about Distance

• Time and distance is important to consider when promoting a tourism location

•The further away the travel destination is (ex. New Zealand) the more likelihood tourist may be drawn to a destination that is closer to them with similar aspects (ex. British Columbia)