TOURISM MARKETING

Ways to identify specific marketing problems.

Developing a marketing strategy in general.

Developing marketing communication strategy.

INTRODUCTION. Tourism marketing is – marketing a

destination Building on this uniqueness of benefits

to generate more tourism is the name of the game which is called tourism marketing

“ When you are tired ; apply Kerala ”

“ Bhubaneswar – the temple city ”

TOURISM AS A SERVICE INDUSTRY. Tour operator and travel agents. Accommodation sector (hoteling &

catering) Passenger transportation.A typical tourist spends on :-

Tourist Expenditure

TransportationFood & LodgingEntertainment

ELEMENTS OF TOURISM INDUSTRY.

Travel demand influenced by:___________________

a. Rising incomes.

b. Increased mobility.

c. Improved transport.

d. Escapism.

e. Education.

f. Business purpose.

ELEMENTS OF TOURISM INDUSTRY

Tourist industry intermediaries:_________________

a. Travel Agents.

b. Tour companies.

c. Hotel Companies.

d. Transport Companies.

ELEMENTS OF TOURISM INDUSTRY

Travel destination influenced by:_________________

a. Historical Connections

b. Accessibility.

c. Nature of tourist product.

d. Search for foreign exchange.

COST AND BENEFITS. Benefits :-1. Income and jobs.

2. Preservation of cultural and historical heritage.

3. Increased Understanding.

4. Building and constructing.

COST AND BNEFITS Cost :- 1. Infrastructural amneties.2. Destruction.3. Undermining of culture and society.4. Polluting environment.

TOURISM MARKETING :-

Mental Distance – to consider a place as a tourist destination.

Low awareness. Adequate infrastructural

facilities.

1. The PROBLEMS.

PHASED STRATEGY.Changing cons into pros :-

Convincing potential tourists to consider a particular destination as a tourist hot spot.

Informing and educating tourists about particular destinations.

Motivating tourists to visit specific destinations.

MAIN STRATEGIES .The basic strategies adopted by tourism firms and

the government :-

Market Penetration strategy :- Pricing + Promotion

Market Extention Strategy:- The strategy entails reaching new types of tourists through modification of existing tourist’s products

Market Development Strategy: the tourist firm here seeks new clauses of tourists for its products or would add silent product characteristics to the existing offer. Product differentiation & product reformulation strategies are also being utilized in the tourism market.

ADDITIONAL STRATEGIES.Additional concepts as effective tools :-

Package Tours. ( Mainly counters )

1. Logistics problems of large distances.

2. Ignorance about facilities.

3. To make tours more economical and convenient.

4. Separate branding package tours ( Temptations for MP)

Cultural Tourism