the ten ps of tourism marketing

7/31/2019 The Ten Ps of Tourism Marketing

1/18

The Ten Ps of Travel, Tourismand Hospitality Marketing*

* From Best Practices for International Tourism Development for Rural Communities

(2002) by David L. Edgell, Sr., PHD


2/18

Marketing

. to design a product/service combinationthat provides real value to targeted

customers, motivates purchase, and fulfillsgenuine customer needs.

-James Makens et al., Marketing for Hospitality and Tourism, 1999


3/18

Ten Psh 1. Product

hThe tourism product differs fromother products due to the widerange it covers, including suchareas as accommodations,transportation, food, recreationand attractions. Often the product

includes intangibles such ashistory, culture and natural beauty.

h Many times the hospitality ortourism product is viewed as moreof a service in the customers

eyes. The closer we candetermine how to satisfy thecustomers needs, the moresuccessful the destination will be.


4/18

Ten Psh2. Price

h This refers to the amountcustomers pay for theproduct or serviceprovided. A quality tourism

experience at a fair price iswhat the customer islooking for in most cases.

h Pricing should be basedupon clear-cut goals andobjectives: survival, profitmaximization, marketshare, competition orpositioning.


5/18

Ten Psh 3. Place

hThe place where thecustomer buys the tourismproduct can vary greatly.Travel agents, touroperators and tour

wholesalers are a fewexamples of the distributionpoints for tourism products.

h Look for new distributionpoints in which you can sell

your services. Forexample: web sites likeCountry-Adventures.com.


6/18

Ten Psh 4. Promotion

h A range of activities can beused to convincecustomers to buy theproduct, includinginformation kits, web sites,advertising, personal

selling, sales promotion,travel shows, and publicrelations.

h Utilize tourist informationcenters, such as welcomecenters.

h Participation with yourstate, regional and localtourism offices andassociations.


7/18

Iowa Tourism Office

Promotional Opportunities

hTraveliowa.com

hTradeshowsh International Travel,

Group Travel andMeetings


8/18

Iowa Tourism Office

Promotional Opportunities

h Iowa Travel Guide

h Iowa Calendar ofEvents (Print and Online)

hCommunications and

Public RelationshCooperative

Advertising Programh Publications such as Midwest

Living, AAA Living, The Iowan,Better Homes and Gardens, TheGroup Travel Leader, MinneapolisStar Tribune and more.


9/18

Ten Psh 5. Partnership

h By forging partnerships with

companies that share the samebusiness objective, you can bettermeet the overall demands of thetourism customer while sharingthe total marketing costs.

h Strategic Alliances- Two or moreorganizations that can benefit

from each others strengths.Example: A winery might formalliances with restaurants, manyattractions form alliances withhotels.

h Coopetition- Cooperative effortsbetween competitive local or

regional organizations that enablethem to compete effectively at thenational and international levels.Example: Silos and Smokestacks,tourism regions and boards


10/18

5. Partnership (cont)h Iowa Tourism Office

Opportunitiesh Three Tourism Regions-Western, Central and Eastern

h Educational, Networking,Promotional andPartnering Opportunities

hGrant Programsh Conferences and Educational

Sessionsh Annual Educational

Conferenceh

Unity Dayh Industry Research Information

h Welcome Center Surveys,Domestic Travel Reports,etc


11/18

Ten Psh 6. Packaging

h Because the tourismproduct often includes avariety of attractions,facilities and services,packaging must also takeon several different forms.

h A presentation of productsand/or services that wouldnormally be purchasedseparately, but arecombined in a singlepurchase for theconvenience of theconsumer in ease, pricing,etc...


12/18

Ten Psh 7. Programming

h Programming special events and

activities enhances and enrichesthe tourism product and makesmarketing much easier.

h Generates new business,encourages repeat business,increases customer spending,increases customer satisfaction,

promotes off peak periods, etch Effective programming can

provide an effective return oninvestment.

h Programming, just as anymarketing, should include a planof action including the customergroups to which it is to be aimed.


13/18

Ten Psh 8. Positioning

h Finding a special place in

the market for the productto differentiate from yourcompetitors. Nichemarketing is a case in point.

1. Identify a set of possible

competitive advantagesupon which to build aposition.

2. Select the right competitiveadvantage.

3. Effective communicationand delivery of the chosenposition to a selected targetmarket.


14/18

Ten Psh 9. People

hThe people who sell andservice your product are anextremely important part of

tourism marketing. Friendlypersonal service and trained

employees can make or breaka tourism business.

h Because much of the tourism

industry is based upon word-of-mouth advertising-

particularly about the servicereceived- what your customerssay after they depart canthrust your business forward

or send it into a downward

spiral.


15/18

Ten Psh 10. Planning

h An important part of a viablebusiness plan is to develop astrategic marketing plan in aneffort to identify customerexpectations. Research andplanning also helps design and

devise means by which you canmeet these expectations.

h Provides a road map.

h Is a working document. To beeffective the plan must be

maintained, reviewed and revised.h Should have an annual marketing

plan, with a component thatmentions long-term goals as well.


16/18

10. Planning (cont)hA marketing plan should include

hExecutive Summary

hVision and Branding Statement

hCommunity Connection

hAnalysis (S.W.O.T) and ForecastinghMarket Segmentation and Targeting

hLong Range Measurable Objectives and Tactics

hCurrent Action Plans: Strategies and TacticshResources needed to support your strategies and

ultimately meet objectives


17/18

Ten PsSuccessful marketing means putting the

customer first. If you follow The Ten Psof Tourism Marketing, your customers will

come first because you will be able tounderstand them better. You will also

make more effective use of your marketingdollars and, by doing so, increase your

profits.


18/18

Tourism Contactsh Iowa Tourism Office

h Jeff Spence 515-242-4770

h [email protected]

h Western Iowa Tourism Regionh Michele Walker 712-623-4232

h [email protected]

h Central Iowa Tourism Regionh Ann Vogelbacher 515-832-4808h [email protected]

h Eastern Iowa Tourism Associationh Carrie Koelker 563-875-7269h [email protected]

the ten ps of tourism marketing

Documents