From fandom to tourism: An examination of self-~expansion theory
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“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Theory of
Tourism Marketing Management
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Chapter 1 “Introduction to Tourism Marketing”
Chapter 9 “Channels of Tourism Distribution”
Chapter 8 “Policies of Tourism Price”
Chapter 7 “Policies of Tourism Product”
Chapter 6 “Segmentation of Tourism Marketing”
Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation”
Chapter 4 “Impacted Factors of Tourist Behaviors”
Chapter 3 “Environment of Tourism Marketing”
Chapter 2 “Investigation of Tourism Marketing Survey”
Chapter 11 “Management of Tourism Marketing”
Chapter 10 “Policies of Tourism Marketing”
Chapter 1 “Introduction to Tourism Marketing”
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Chapter 1:
Introduction to Tourism Marketing Management
Objectives
Summaries
Key Concepts
Exercises
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
To learn the significances, characters, objects,
evolvement and process of marketing
To learn the significances, characters, objects,
evolvement and process, as well as objects,
contents and methods of tourist marketing
Objectives
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Section 1:
Introduction to Marketing
Section 2:
Introduction to Tourism Marketing
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Customer Orientation
Marketing for
Hospitality and Tourism
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
The Definitions of Tourism
Tourism is thus a multi-faceted activity and a geographically
complex one as different services are sought and supplied
at different stages from the origin to destination.
Moreover, in any country or region there is likely to be
a number of origins and destinations, with most places
having both generating (origin) and receiving (destination) functions.
(Pearce, 1989, p. 2)
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Travel Routes
or Regions
Generating Zones Receiving zones Transitory
Destinations
(stop-offs on route)
Tourism Flows
This is the essence of
tourism marketing:
the attraction of a
potential visitor from a
generating area to a
receiving destination
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Classification of Travelers
Source: World Tourism Organization
Holidays
Culture
Active sports
Relatives and
Friends
Other
pleasure
purpose
Meeting
Mission
Business
Studies
Health
Transit
Vairous
Pleasure
Professional
Other
tourist motives
Purpose
of visit
Travelers
Included in tourism statistics
Visitors
Tourists (1) Excursionists(3)
Non-nationals
(foreigners)
Nationals residents
abroad
Cruise
passengers (4)
Day visitors
(5)
Crews (6)Crew members (non-resident)
(2)
Border
workers
Nomads Transit
Passengers
(8)
Refugees Members of the
armed forces (7)
Representation of
consulates (7)
Diplomats (7) Temporary
immigrants
Permanent
immigrants
Not included in tourism
statistics
1. Tourists: Visitors who spend at least
one night in the country visited.
Crew members (non-resident): Foreign air
or ship crews docked or in lay over and who
use the accommodation establishments of
the country visited.
3. Excursionist: Visitors who do not spend the
night in the country visited although they may
visit the country during one day or more and
return their ship or train to sleep.
4. Cruise passengers: Normally included in
excursionists. Separate classification of
these visitors is nevertheless recommended.
5. Day visitors: Visitor who come and leave
the same day.
6. Crews: Crews who are not residents of
the country visited and who stay in the
country for the day.
7. Member of the armed forces, representation of
consulates, diplomats: When they travel from
their country of origin lo the fluty station and
vice-versa (including household servants and
dependants accompanying or joining them.)
8. Transit passengers: Who do not leave the
transit area of the airport or the port. In certain
countries, transit may involve case, they should
be included in the visitors statistics.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
The definition of tourism encompasses
four overlapping phases of consumer activity:
1. Pre-purchase activity such as finding information,
discussing the prospect with friends and family,
booking the holiday or travel arrangements for a day visit,
and preparation before travel;
2. The journey to and from the destination, possibly including
an overnight stop en route;
3. The activities undertaken at the destination, which might be uniform
in nature or characterized by a very wide range of activities;
4. Post-consumptive behavior such as processing photographs,
and talking about experiences.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Principles of tourism
1. Tourism is an amalgam of phenomena and relationships.
2. Two elements, the journey to the destination (dynamic element)
and the stay (static element), are fundamental.
3. This type of activity takes place away from the normal place of
residence and work and is therefore different to those enjoyed
by residents in the areas through which the visitor travels or stays.
4. Movement is short term and is intended to be of a temporary nature.
5. Visits to destinations take place for a number of reasons,
but exclude taking up permanent residence or employment,
which is remunerated.
6. Tourism includes the activities of day visitors or excursionists.
7. It concerns primarily the consumption of a wide range of products
and services, provided by public and private organizations.
8. It is not an entirely neutral process but can involve considerable benefits
and dis-benefits to society.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism, Recreation and Leisure
Leisure: Leisure can be thought of as a combined measure of
time and attitude of mind to create periods of time when other
obligations are at a minimum.
Recreation: Recreation is defined as a legitimate pursuit or activity
undertaken during such leisure time, which tends to be mainly
home or locally based.
Tourism: Tourism sits at the other end of the spectrum in terms of the
level of organization, distance traveled and often
spending undertaken in the pursuit of a variety of pastimes.Different Location
Different Patters of
Behavior
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Technical Definitions: Tourism
Traveler, visitor or tourist Terms used to describe a person traveling to and staying in a
place away from their usual environment for more than one
night but less than one year, for leisure, business and other
purposes.
International Tourism Travel between countries by various modes of travel for the
purpose of tourism. This can be subdivided as follows:
Long Haul Travel which involves long distances (say over 1000 miles)
for example, between continents.
Short Haul Travel between countries which involves shorter distances or
travel time (say 250-1000 miles).
Inbound Visits to a country by non-residents (importation of overseas
currency).
Outbound Visits by residents of one country to another country
(exporting currency to other countries).
Internal Tourism Travel by residents in their own country.
Domestic Tourism Internal travel and inbound tourism in total.
National Tourism Internal travel and outbound tourism.
Excursionist or
Same Day Visitors
Visitors who begin and end their visit from the same base
(home or holiday base) within the same 24 hour period.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Transport Sector
(international and national)
Airlines
Road transport providers
Car rental
Railways
Bus and coach companies
Ferries
Fixed track systems, etc.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Tourism Media
• TV and Radio
• Video
• Travel Guides
• Communication Systems-Internet, etc.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Travel Distributors
(international and national)
• Tour operators
• Retail travel agencies
• Business travel houses
• Event and conference organizers
• Incentive travel
• Wholesalers
• Direct booking system
• Computer reservation systems, etc.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Destinations
• National tourism organizations
• Regional tourism organization /
associations
• Area tourism organization
• City bureaus of tourism
• Tourism association
• Local authorities
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Hospitality:
Accommodation
• Hotels
• Inns, motels
• Resort complexes
• Villas, house
• Bed and breakfast
• Caravan/ camping
• Farmhouse, gifts
• Youth hostels
• Conferences/meetings
• Visiting friends and relatives, etc.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Transports as Tourism
• Tourists Bus
• Funiculars, Steam Railways
• Cycling and Walking Holidays
• Local Ferries
• Metro and Trams
• Road Trains
• Canals / Rivers, etc.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Visitor Attractions
• Theatres
• Museums
• Historic Homes
• Art Galleries
• Gardens
• Entertainment
• Retail / Leisure Complex, etc.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Local Community
• Unpaid Supply Element
• Supply Sectors Serving Tourism Sector
• Place and Sense of Pride, etc.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Hospitality: Food and Beverage
Restaurants
• Cafes, fast food
• Bars
• Roadside houses allied to accommodation, etc.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Natural / Human Attractions
• Natural Features
• Open Spaces, Parks, Promenades
• Markets
• Historic Quarters
• National Parks
• Amenities, etc.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourism Supply Sectors
Event and Entertainment
• Events
• Arts and Culture
• Entertainment
• Stadiums
•Concert Halls, etc.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Customer Orientation
Marketing for
Hospitality and Tourism
Hospitality Marketing
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
企业名称 1996年销售额(10亿美元)
McDonald's 31.81
Burger King 9.01
KFC 8.20
Pizza Hut 7.48
Weindy’s 4.70
Taco Bell 4.4l
Hardee’s 4.08
Subway Sandwiches and Salads 3.20
Domino’s Pizza 2.80
Dairy Queen 2.50
Little Caesars 2.00
Arby’s l.07
Denny’s l.93
Red Lobster I.90
Dunkin Donut l.84
Applebee’s Neighborhood Grill & Bar l.54
The Olive Garden l.30
Jack In the Box l.22
Shoney’s 1.20
Boston Market 1.16
T.G.I. Friday 1.14
Chili’s Grill & Bar 1.10
Outback Steakhouse 1.07
Sonic Drive-Ins 1.01
Eatery Enterprises in USA
with Revenue of over 1 Billion US Dollars
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
The Largest International Join-Hotels in the World
饭店联号 客房数 拥有饭店数
1、接待业特许经营系统 411170 4152
2、国际假日饭店 352483 187l
3、精品国际 285010 3213
4、景佳西部国际 276769 3430
5、马里奥特公司 174052 806
6、希尔顿饭店公司 94.718 229
7、IBL有限公司 87015 769
8、普劳摩斯有限公司(The Promus Companies Inc.) 80736 532
9、ITT喜来登公司 128225 397
10、卡尔森饭店公司 76828 346
11、凯悦饭店公司 76920 747
12、福特饭店集团(Forte Hotels) 85603 950
13、拉昆塔汽车旅馆 28951 224
14、优先饭店集团(Preferred Hotels) 35254 147
15、两棵树饭店公司 25023 99
16、红屋顶客栈 23432 210
17、国际饭店集团 23795 373
18、骑士客饯 58319 285
19、威斯汀饭店与度假地集团 58391 70
20、R&Bb房地产集团 28084 38
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Significance
of Marketing
First, it refers to the economic
activities of marketing.
Second, it is a discipline of
management studying marketing
activities.
Marketing is a social &
managerial process that a
person and group to create
products and values and
exchange so as to satisfy
their needs and desires.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
营销核心观念Core marketing
concepts
Need
Market Want
Transaction
Demand
ProductExchange
Core Marketing Concepts
人类可能有很多复杂的需要。人类具有许多复杂的需要,其中包括基本的生理需要、安全需要、社会需要、自我实
现需要等。
欲求:欲求是指人们沟通需要的方式。需求:人们的要求几乎无穷
无尽,但购买力却有限。他们选择的产品将是那些花一定数量的钱却可从中获得最大满足的产品。当欲求要靠购买力来支撑时,就变成了
需求。
产品是能够提供到市场开被注意、获得、使用或消费以及能满足人们的需要或欲求的任何东
西。
交换是以某物为代价从另外的人那里取得所需
之物的行为。
交易:一笔交易是营销的度且单位。一笔交易是由交易双方之间贸易
的价值量构成的。
市场:市场是可能与卖者交易的现实和潜在买
者构成的集合。
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Ellsworth Statler (1863-1928)
Ralph Hitz (1891-1940)
J. Willard Marriott (1900-1985)
Ray Kroc (1902-1984)
Cases of Some Great
Marketing Precursors
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Discussions
1、为什么要学习营销学?2、许多管理人员都把企业的经营目标看作是追求利润,有些则看作是创造
并维持顾客。请解释这些不同的观点将如何影响公司与顾客之间的互动关系。如果一位经理将企业目标看做是创造并维持顾客,这是否意味着该经理不关心利润?
3、一位住在你的饭店的顾客抱怨说房间里的空调不工作,而且因此他一夜没有睡好。你该怎么办?
4、举一个具体例子来说明处于旅游业两个不同领域的企业如何联合以形成竞争优势。5、一家餐馆由于连续10年提供品质如一的食品而闻名遐尔。该餐馆每当周末便爆满,
而平时也不错。餐馆的经理声言,他们并没有做什么营销活动,因为没有必要去做,他们现在的生意很好。这个餐馆真的没有做什么营销努力吗?
6、美国三角航空公司决定自1995年1月起在所有航班上实行禁烟。这项决定会失去那些吸烟的客人。站在三角航空公司的角度,你认为禁烟决定是明智之举吗?
7、假设去麦当劳拜购买一份三明治。注意对方所问你的问题,观察他们是如何处理一些特殊订餐的。然后,再去另一家快餐店,如万代餐馆、汉堡大王或当地的比萨店,也买一份三明治或比萨。注意在那里你被问了哪些问题,以及特殊订餐的处理方式与你在麦当劳所见是否一样。
------你观察到处理订餐的方式有什么明显的不同吗?
------考虑一下你所见到的差异。你认为这些餐馆有不同的营销哲学观念吗?
------哪一家的观念最接近市场营销观念?是否有哪一家比较接近销售或生产观念?
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Main body of marketing needs to exchange by market,
or supply product & service for market,
Buy product and service by market
Marketing is all-round management & selling activities
which is in all fields of production,
communication & consumption.
Commodity of marketing includes not only single
pure product, but non-material product
such as thought, labor & service.
Purpose of marketing is to satisfy various need &
desire of people, to realize actual exchange
activity by exchange potential exchange in market
Core Contents
Of Marketing
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
The Nature/Character
of Marketing
Scientific Application
Wide Colligation
Strong Practice
Outstanding Art
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Scanning the
Marketing Environment
Designing Marketing
Products
Developing Marketing
Strategies
Delivering Marketing
Programs
Managing the Total
Marketing Efforts
Research Contents
of Marketing
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Research Contents
of Marketing
市场调研
需求预测
旅游计划
市场发展
产品设计
产前活动
生产过程
产后活动
顾客需求
消费过程
售后活动
企业整体经营活动
生产领域 流通领域 消费领域
信息反馈信息追踪
售后服务
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Research Method of Western
Marketing
Research Method
of Marketing
Research method of western
traditional marketing
Research method of western
modern marketing
Commodity Approach
Functional Approach
Institutional Approach
Managerial Approach
Social Approach
System Approach
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
The Development
of Marketing
Elementary StageStage 1
Applying StageStage 2
Renovating StageStage 3
The 2nd Renovating StageStage 4
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Social Marketing Orientation ConceptEvolving Process
Evolution of
Marketing Concepts
Production Orientation ConceptEvolving Process
Product Orientation ConceptEvolving Process
Selling Orientation ConceptEvolving Process
Marketing Orientation ConceptEvolving Process
Mage-Marketing Orientation ConceptEvolving Process
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Some Important Concepts
of Marketing in the 20s Century
Decade Concepts Man who Suggested
1950s
市场营销组合(1950)产品生命周期(1950)品牌形象(1955)市场细分(1956)市场营销观念(1957)营销审计(1959)
尼尔鲍顿齐尔迪安西德尔莱维温德尔史密斯约翰麦克金特立克艾贝肖克曼
1960s
“4P’s”组合(1960)营销近视(1961)贴近生活营销(1963)买方行为理论(1967)扩大营销概念(1969)
杰罗姆麦克锡西奥多莱维特威廉莱泽约翰霍华德杰克逊西斯西德尼莱维菲利普科特勒
1970s
社会营销(1971)低度营销(1971)定位(1972年)宏观与微观营销(1976)战略营销(1976)服务营销(1977)
杰拉尔德泽尔曼菲利普科特勒西德尼莱维菲利普科特勒杰克特鲁塔麦卡西波士顿咨询公司林恩萧斯塔克
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Some Important Concepts
of Marketing in the 20s Century
Decade Concepts Man who Suggested
1980s
营销战(1981)内部营销(1981)全球营销(1983)直接营销(1984)大市场营销(1984)竞争营销(1985)关系营销(1985)“10P’s”理论(1986)
雷维 辛格菲利普 科特勒克里斯顿 格罗斯西奥多 莱维特乔治 道宁菲利普 科特勒兰 戈登巴巴拉 本德 杰克逊菲利普 科特勒
1990s
定制营销(1991)营销网络系统(1991)整体市场营销(1992)
斯坦莱 戴维斯约翰逊菲利普 科特勒
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
12 P
6P: 4P + political power(政治权力)+ public relation(公共关系)
10P: 6P + 研究(Probing)+划分(Partitioning)+优先(Prioritizing)+定位(Positioning)
12P: 10P + 人(people)+包装(packing)
4C: 客户价值(Customer value)
+客户成本(Customer cost)+购买便利性(Convenience)+交流 (Communication)
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Comparisons Between Marketing Modes Oriented
in Customers and Products
Items
项目Selling / Product Orientation
销售导向/产品导向marketing Orientation
营销导向
对顾客的态度 努力降低成本,以生产出更多产品,令顾客满意 顾客的需要决定企业的战略
产品供应 企业销售自己能生产的产品 企业生产可以卖掉的产品
市场调研的作用 明确顾客使用这种产品的反应 明确顾客的需要及企业如何能满足这种需要
创新的动力 侧重于技术和控制成本 侧重于寻找新的市场机会
利润的重要性 扣除成本后的余数 一个重要目标
顾客信誉的作用 被视为一种必然不好的事情 被视为一种顾客服务
包装的作用 只是用于保护产品 为了方便顾客的一种销售手段
库存量 方便生产 考虑顾客的要求和成本
运输安排 被视为生产和存储的延伸,强调尽可能降低成本 被视为顾客服务
广告重点 产品特征及产品制造工艺 产品和服务在满足需要方面带给顾客利益
销售人员作用 向顾客推销,不注意协调企业其它部门对促销作用
在产品满足顾客需要情况下帮助顾客购买,并协调与企业其它部门之间的关系
与顾客关系 短期关系,即交易结束,关系也同时结束 关注顾客的售前和售后满意度,保持与顾客的长远关系
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
观念concepts
出发点Starting
point
关注重点Key
attentions
营销方法Marketing
method
营销目标Marketing objectives
生产导向观念Conception of
production
orientation
企业enterprises
生产production
扩大生产降低成本
To enlarge production
To decrease cost
通过扩大生产获得利润
benefit by production
enlargement
产品导向观念Conception of
Product orientation
企业enterprises
产品product
生产优质产品Production of good-
quality products
通过优质生产获得利润
benefit by good-quality
production
销售导向观念Conception of
selling orientation
企业enterprises
产品product
推销和保销Promotion &
Keeping Marketing
通过销售获得利润
benefit by selling
营销导向观念conceptions of
marketing
orientation
市场market
消费者需求Consumer
demand
整体营销Integer Market
通过消费者满意获得利润
benefit by customer
satisfaction
社会营销导向观念Conception of
Social marketing
orientation
社会society
社会长远利益Social long
benefit
战略营销Strategy Marketing
通过社会满意获得利润
benefit by social satisfaction
Comparisons among Various Marketing Concepts
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
更多实例……
Cases
坎昆和巴拉德罗旅游业成功的启迪
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Relative Links
2005年中国旅游营销十大事件
In the year of 2005, 10 major tourism
marketing events in China
更多链接……
More links
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Section 1:
Introduction to Marketing
Section 2:
Introduction to Tourism Marketing
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Defining Tourism
Marketing
Tourism Consumer as Orientation,
Exchange as Core
Dynamic Management Process
Wide Suitable Areas
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Different Features of Tourist Products
Characters of
Tourism Marketing
More Diversified Types of Tourism
Distribution Channels
Pay More Attention to Tourist Management
More Relying on Coordination of Departments
Products were more easily modified
Different Controlling of Tourist Quality
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
无形性 Intangibility
Service Features of
Tourism Marketing
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
underlying principles of tourism service marketing
Principle Explanation Implications
Intangibility Unlike products, services are
mainly intangible by nature.
It is impossible for the
consumer to touch, smell, feel
or hear the service offering in
the same way as they can test
a product
Tourism marketers tend to
“ tangibilize” the tourism
offering in brochures and
videos - visual displays of
the real thing
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Goods-services continuum in tourism
Landscape/built environment
Food and beverage provision
Restaurant meals
Transportation provision
Visitor attractions
Travel intermediaries
Insurance and finance services
Local communities and culture
The holiday
Intangible
services
Tangible
products
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
无形性 Intangibility
Service Features of
Tourism Marketing
不可分割性 Inseparability
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
underlying principles of tourism service marketing
Principle Explanation Implications
Inseparability The service provision and
consumption occur at the
same time and both provider
and consumer interact in the
process of delivery. This
obviously is why
standardization of service is
so difficult as consumer
involvement is high
Marketers attempt to devise
delivery systems which ease
interaction and invest in
campaigns to educate staff
and consumers as to how to
get the best from the
interaction. Training in
hotels emphasizes how staff
can manage the interaction
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
无形性 Intangibility
Service features of
Tourism marketing
不可分割性 Inseparability
变动性 Mobility
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
无形性 Intangibility
Service features of
Tourism marketing
不可分割性 Inseparability
变动性 Mobility
不可储存性 Perishability
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Underlying principles of tourism service marketing
Principle Explanation Implications
Perishability It is not possible to store
services. An unoccupied seat
on a train or bed in a guest
house is lost forever unlike a
product which can be
stockpiled until demand rises
once more
The management task
emphasizes managing
demand and capacity to a
degree of fine tuning. For
example, airlines offer
standby fares to those
willing to fill unexpected
empty seats at short notice
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
无形性 Intangibility
Service features of
Tourism marketing
不可分割性 Inseparability
变动性 Mobility
不可储存性 Perishability
异质性 Heterogeneity
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
underlying principles of tourism service marketing
Principle Explanation Implications
Heterogeneity It is difficult for service
marketers to standardize
service provision given the
close contact between staff
and consumers. Performance
varies regardless of processes
designed to minimize this
factor
Tourism marketers design
processes to minimize
differences in service
encounters and provision
between different outlets or
between different shifts at a
hotel, for example.
Provision of uniforms and
of similar physical
surroundings illustrates
evidence of standardization
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
无形性 Intangibility
Service features of
Tourism marketing
不可分割性 Inseparability
变动性 Mobility
不可储存性 Perishability
异质性 Heterogeneity
权属缺乏性 Lack of Ownership
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
underlying principles of tourism service marketing
Principle Explanation Implications
Lack of
ownership
The consumer does not
take title of goods as in
product marketing.
They bring back
memories and feelings
from a holiday
The marketer
emphasizes pictorial
reference and
souvenirs to reinforce
image of holiday
experience
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Is tourism marketing different?
@ Seasonality (the effect of climate or culture on patterns of demand)
is a far more significant factor than for other business sectors,
but equally important for many tourism businesses is the cyclical nature
of demand during the week.
@ The destination is an amalgam of service offerings where a wide range
of suppliers re involved. This makes service development or modification
more complicated, and in some cases uncontrollable.
@ The destination offers a relatively fixed supply of facilities which can
only be changed slowly or on an incremental scale, in comparison to
patterns of consumer demand which shift rapidly.
@ The destination is sold many times over to a multitude of market segments
simultaneously. It can therefore be bought in a similar manner, and
throughout the world, in some instances.
@ It is usually promoted in a similar fashion to all segments; they consume
its offerings in a variety of ways, some enjoying the historic or shopping
quarters, others the beaches or restaurants.
@ There is a lack of control over the 'brand' in the sense that it is
associated with the imagery of a country or region, or the suppliers
which make up a destination or visitor attraction.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Evolution of the concepts of
Tourism marketing
Production
Orientation Concept Evolving Process
Product
Orientation Concept Evolving Process
Selling
Orientation Concept Evolving Process
Marketing
Orientation Concept Evolving Process
Social Marketing
Orientation ConceptEvolving Process
Mage-Marketing
Orientation ConceptEvolving Process
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Conceptual differences
between selling and marketing
起点Starting
point
中心Focus
手段Means
目的Purpose
推销观念Selling
Concept
工厂factory
产品product
推销或广告
Promotion/a
dvertisement
通过销售获得By selling
市场营销观念Marketing
Concept
市场market
消费者需求consumer demand
营销组合Market
combination
通过消费者满意获利
Benefit from
consumer satisfaction
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Development of
marketing
Theoretical IntroductionStage 1
Theoretical ExplorationStage 2
Theoretical Practice Stage 3
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Research Objects of
Tourism Marketing
It is to study how main
body of tourist market to fit
for the continuously
changeable demand, and how
to move tourist product to
travelers so as to satisfy their
need and desire, and realize
the main objects of modern
tourist market.
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Research Contents of
Tourism MarketingTourism Marketing Environment
Tourist Buying Behavior &
Market Survey & Forecast
To Select Tourist Target Market
& Tourist Market Positioning
Tourist Marketing Policies
Tourist Marketing
Organization and Control
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Beneficial for changing concepts for enterprises,
effective guides for managing activities
Research significance of
Tourism marketing
Good for decreasing wastes so as to
reach balance between demand and supply
Good for knowing and find market
Good for better handling the relationships
between departments in society
Beneficial for deep development
for tourism marketing
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Combine Research
with Management & Product
Combine Research with Organization
Function & Social Marketing
Combine Research
with Quality & Quantity
Combine Research
with Macro & Micro
Combine Research
with Static & Dynamic
Research Methods of
Tourism Marketing
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Main Marketing Types of
Tourist Service Industry
Managerial Strategies of
Tourist Service Enterprises
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Main Marketing Types of Tourist Service Industry
Enterprises
Exterior
Marketing
Interior
Marketing
Mutual
Marketing
Employee
Customer
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Main Marketing Types of
Tourist Service Industry
Management of
Tourist Service Enterprises
Managerial Strategies of
Tourist Service Enterprises
Product Materiality
Expected Risk Management
Staff Management
Consistent Management
Management of Production
Ability & Demand
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Managerial Strategies of
Tourist Service Enterprises Main Marketing Types of
Tourist Service Industry
Management of
Tourist Service Enterprises
Tourist Service
Production Model
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Tourist Service Production Model
Customer A
Customer B
A series of service benefits on
customer A
Organization
and system
in the
background
Hardware
environment
Direct
service man
visibleinvisible
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
问题讨论1、举出具体的例子来说明饭店、餐馆或影院应如何应付它们所提供的服务所具有的无形性、不可分割性、变动性和易衰败性。2、万代餐馆所提供的汉堡追求一种“刚刚出炉”的效果。这可以确保质量,但如果员工对需求估计过高,也会带来如何处理剩余汉堡的问题。万代的解决办法是将内置于辣椒、玉米面和面条汁当中。请你说说,航空公司怎样对待没有售出的座位的易衰败性呢?
再举几个别的有关易衰败性的例子,这些企业是怎样对待的?
3、考察一下你所在的社区当中的餐馆和饭店的硬件部分,以便帮助它们将产品有形化。4、讨论一下餐馆的服务人员是如何在顾客购买产品时构成产品的一部分的。5、一个应用市场营销观念的公司会将所有可能影响顾客满意程度的因素都整台到一起。谓你解释一下为什么这一点在接待业中尤其重要。6、餐馆在提供始终如一的产品(一致性)方面常常应用的管理办法是什么?
7、易衰败性在航空业中特别重要。没有售出的座位永远失去了它的价值,如果没有售出的座位太多,那损失就大了。利用计算机化的售票系统,航空公司可以比较容易地通过定价来应付需求的易衰变性和变动性。(A)试着给一家旅行社打电话或运用在线服务系统(如Easy Sabre)查询航空公司对同一线路不同购票时间(提前60天、两周、一周和当天)的票价。有没有很明显的票价变化规律?(B)如果一家商店储存的熟透的水果太多,它就会降价以便快些把水果卖出去。如果航空公司的座位马上要“腐烂”了,航空公司在价格上该怎么做?为什么?为了增加总收入,你对定价策略有什么建议?
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
问题讨论
1. Illustrate how a hotel, restaurant, or theater can deal with the intangibility
of the service it provides. Give specific examples.
2. Illustrate how a hotel, restaurant, or theater can deal with the inseparability
of the service it provides. Give specific examples.
3. Illustrate how a hotel, restaurant, or theater can deal with the variability
of the service it provides. Give specific examples.
4. Illustrate how a hotel, restaurant, or theater can deal with the perishability
of the service it provides. Give specific examples.
5. Wendy’s serves its hamburgers “fresh off the grill”. This assures high
quality but creates leftover burgers if the stall overestimates the demand.
Wendy’s solves this problem by using the meat in chili, tocos, and spaghetti
sauce. Relate how airlines solves the perishability of unsold seats. Give
additional examples of perishability and how service firms address it.
6. Discuss how the service person in a restaurant is part of the product the
customer receives when purchasing a meal.
7. What are some common management practices that restaurants use to
provide a consistent product?
8.What are internal and interactive marketing? Give an example of how a
specific firm or organization might use these concepts to increase the
effectiveness of its services. How might these concepts be linked to services
differentiation?
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
更多实例……
Cases
寒山寺钟声为何越敲越响?
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Relative Links
东南亚旅游仍具吸引力
更多链接……
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Objects
Summaries
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
研究了市场营销学的含义、性质以及研究对象等
市场营销学的发展历程可分为第一阶段(初创阶段)、第二阶段(应用阶段)、第三阶段(革新阶段)、第四阶段(第二次革新阶段)
市场营销观念的演进过程,经历了生产导向观念、销售导向观念、营销导向观念和社会营销导向观念等阶段
提出了旅游市场营销学理念的演进过程,包括生产观念与产品观念、推销观念、市场营销观念、社会市场营销观念等过程
旅游市场营销学的发展历程,经历了理论导入、理论探索、理论实践等阶段
旅游市场营销学的主要研究方法,包括管理研究与产品研究相结合、组织功能与社会营销相结合、定性分析与定量分析相结合、
宏观分析与微观分析相结合等方法
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Objects
Summaries
Key Concepts
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Marketing
Tourism MarketingKey Concepts
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Objects
Summaries
Key Concepts
Exercises
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Case Studies
香港在进行全球旅游推广活动时,采取了哪些形象推广活动?
香港的全球推广活动,与您所熟知的当地旅游业推广活动有何异同?
其形象推广活动是怎样运用旅游市场营销学相关原理?
讨论题Discussion
Global Marketing of
Hong Kong’s Tourism
“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China , 2009
Exercises
1. Please explain the definitions of tourism, and the relationship
between tourism, leisure and recreation.
2. What are the core principles underlying tourism ?
3. Please define the technical terms, such as international tourism,
long haul, short haul, inbound, outbound, internal tourism, excursionist.
4. Please give several examples about tourism supply sectors.
5. What are the underlying principles of service marketing
as being applied to tourism, please explain them?
6. What are the factors which make tourism marketing different ?