Marketing Tourism Products

1
Marketing Tourism Products

• What is marketing?
• Bridge between producer and consumer
• Traditional vs Tourism Marketing
• must understand product characteristics
• Must understand where located on product life
  cycle
• Distribution channel is inverted

2
Selling the Destination

• Macro levelwholesalers, tour operators, travel
  agents
• Micro level---done directly with consumer usually
  once tourist is at the destinationresembles
  service when done right

3
Examples

• Macro levelMalaysia
• Micro level--Icelandair

4
Marketing plan

• Situational Analysis
• What type of product is being sold
• Environmental setting which includes economic
  conditions, laws and regulations, and technology
• Example of laws and regulationsairline
  deregulation
• Who is the consumer

5
Marketing plan cont

• Understand competitor
• More competition the better comparison
  advertising
• Non-comparison builds brand awareness
• Price
• price can be used to convey product quality
• discounting is good during off season (U.S to
  Europe flights in winter)

6
Marketing plan cont

• Set objectives
• Budgets
• evaluation

7
Target Marketing/Market Segmentation

• Each member of a segment must a trait in common
  which is absent from members of other segments
• Each segment must be substantial
• Each segment must be exploitable

8
Types of Segmentation

• Geographic
• Demographic
• Psychographic
• Combinations

9
Market Research

• Problem identification
• Review of available information
• Develop methods of analysis
• Data collection
• Data Analysis
• Interpretation
• Report writing and presentation

10
Types of Market Research

• Assessment
• Monitoring
• Product positioning
• Forecasting