Tourism
Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing
Learning Objectives
• Become familiar with the marketing mix and be able to formulate the best mix for a particular travel product. • Appreciate the importance of the relationship between the marketing concept and product planning and development. • Understand the vital relationship between pricing and marketing. • Know about distribution systems and how this marketing principle can best be applied to a variety of travel products. • Be able to do market segmentation to plan a marketing program for the business you are most interested in. • Understand the principles of branding and examine their applicability to destination branding.
9th Edition - ©2003
Chapter 19: Tourism Marketing
Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing
Marketing Mix
The marketing mix is composed of every factor that influences the marketing effort.
1. Timing
6. Product
2. Brands
3. Packaging 4. Pricing
7. Image
8. Advertising 9. Selling
5. Channels of distribution
10. Public relations
9th Edition - ©2003
Chapter 19: Tourism Marketing
Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing
Product Life Cycle
9th Edition - ©2003
Chapter 19: Tourism Marketing
Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing
Factors that Influence Price Policies
1. Product quality 2. Product distinctiveness 3. Extent of the competition 4. Method of distribution 5. Character of the market 6. Cost of the product and service 7. Cost of distribution 8. Margin of profit desired 9. Seasonality 10. Special promotional prices 11. Psychological considerations
9th Edition - ©2003
Chapter 19: Tourism Marketing
Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and
Learning Objectives
• Become familiar with the marketing mix and be able to formulate the best mix for a particular travel product. • Appreciate the importance of the relationship between the marketing concept and product planning and development. • Understand the vital relationship between pricing and marketing. • Know about distribution systems and how this marketing principle can best be applied to a variety of travel products. • Be able to do market segmentation to plan a marketing program for the business you are most interested in. • Understand the principles of branding and examine their applicability to destination branding.
9th Edition - ©2003
Chapter 19: Tourism Marketing
Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing
Marketing Mix
The marketing mix is composed of every factor that influences the marketing effort.
1. Timing
6. Product
2. Brands
3. Packaging 4. Pricing
7. Image
8. Advertising 9. Selling
5. Channels of distribution
10. Public relations
9th Edition - ©2003
Chapter 19: Tourism Marketing
Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing
Product Life Cycle
9th Edition - ©2003
Chapter 19: Tourism Marketing
Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and Marketing
Factors that Influence Price Policies
1. Product quality 2. Product distinctiveness 3. Extent of the competition 4. Method of distribution 5. Character of the market 6. Cost of the product and service 7. Cost of distribution 8. Margin of profit desired 9. Seasonality 10. Special promotional prices 11. Psychological considerations
9th Edition - ©2003
Chapter 19: Tourism Marketing
Tourism: Principles, Practices, Philosophies Part Five: Essentials of Tourism Research and