Marketing in Travel and Tourism
Objectives: The aim of this assignment is to make the reader understand the key concepts and principles of marketing in the travel and tourism industry also as the key points affecting marketing environments and its function in different segments of the tourism industry. Analyzing the function of marketing as a management instrument, understanding the roll of marketing mix in the tourism sector and at last but not least learn how to use the promotional mix in the sector.
Contents
1. Presentation Sheet
1
2. Objectives
2
3. Content
3
4. Introduction
4
5. Part One - Where are we now?
5-15
6. Part Two - Where do we want to be?
16-19
7. Part Three - How do we get there?
19-23
8. Conclusion
24
9. Bibliography
25
Tonny M. Vega Soto – Marketing in Travel & Tourism
3
Introduction
First of all to understand the concepts and principles of the marketing it would be good to make ourselves the question “What is marketing?” there are many answers for this question, a very wellknown character in the marketing history made the most popular and used definition of it.
“A social and managerial process by which individuals and
Groups obtain what they want and need through creating,
Offering, and exchanging products of value with others”
Philip Kloter.
The explanation is very broad and it tries to apply to all commercial activities. Mr.
Kloter wrote the must used marketing book in graduate business schools worldwide and is one of the biggest marketing figures.
P Kotler, Marketing Management, Analysis, Planning, Implementation and Control, 8th ed. (Prentice Hall, 1994), page 6
Here is a figure from the famous “father” of marketing, which it would help to understand about marketing and all the principles of this subject. This figure shows the main factors of the marketing management in any company including the travel and tourism segment. The main factor is the one in the middle
that
Contents
1. Presentation Sheet
1
2. Objectives
2
3. Content
3
4. Introduction
4
5. Part One - Where are we now?
5-15
6. Part Two - Where do we want to be?
16-19
7. Part Three - How do we get there?
19-23
8. Conclusion
24
9. Bibliography
25
Tonny M. Vega Soto – Marketing in Travel & Tourism
3
Introduction
First of all to understand the concepts and principles of the marketing it would be good to make ourselves the question “What is marketing?” there are many answers for this question, a very wellknown character in the marketing history made the most popular and used definition of it.
“A social and managerial process by which individuals and
Groups obtain what they want and need through creating,
Offering, and exchanging products of value with others”
Philip Kloter.
The explanation is very broad and it tries to apply to all commercial activities. Mr.
Kloter wrote the must used marketing book in graduate business schools worldwide and is one of the biggest marketing figures.
P Kotler, Marketing Management, Analysis, Planning, Implementation and Control, 8th ed. (Prentice Hall, 1994), page 6
Here is a figure from the famous “father” of marketing, which it would help to understand about marketing and all the principles of this subject. This figure shows the main factors of the marketing management in any company including the travel and tourism segment. The main factor is the one in the middle
that
Bibliography: BOOKS: P Kotler (1994) Prentice Hall 8th ed H. Hansen (2008)-GRIN Verlag, Marketing und Vertrieb des Produktes - Der Marketing-Mix The Chartered Institute of Marketing (CIM) J. E. Bigné J. E. Alcaniz, X. Font A.L. Andreu S., L. Andreu (2000) Editorial Esic - Marketing de destinos turísticos: análisis y estrategias de desarrollo Rowe et al (2002:15-22) P C. Soriano S. (1993) - Marketing Publishing Center - Las Tres dimensiones del marketing de servicios: marketing Tradicional M VIDEO CLIP: Marketing Holidays (TV Choice, 2001)