The Definition of Tourism Marketing

Tourism marketing seeks to maximize tourist satisfaction.

Marketing means achieving the firm's goals by identifying the needs and desires of consumers, and then satisfying them better than competitors. Tourism marketing is the application of marketing concepts in the travel and tourism industry. Tourism marketing could be complex due to the product being an amalgam of many different industries such as accommodation and transportation. The markets also vary widely, and determining the consumers' preferences could be difficult.

Definition

Tourism marketing refers to the organized, combined efforts of the national tourist bodies and/or the businesses in the tourism sector of an international, national or local area to achieve growth in tourism by maximizing the satisfaction of tourists. In doing so, the tourist bodies and businesses expect to receive profits.

Product

The tourism product includes all the experiences of a tourist from when he leaves his home to when he returns. An area's natural attractions, including climate, history and culture, can be seen as the raw materials of the tourism product. Other aspects that can help achieve tourist satisfaction include amenities such as water, electricity, transport and communication. The tourism product is the sum of all the factors in an area that can result in consumer satisfaction. A tourist or his travel agent combines the different components to get his own tourist product.

Characteristics

Tourism marketing differs from marketing in other sectors because of certain characteristics of the tourist product. Tourism is an intangible product that cannot be transferred from one consumer to another. Consumption happens at once, and the consumer relies on pre-purchase information to make his decisions because he has no option to see, inspect, compare or try out the product beforehand. Many different producers are involved to create and market the product. Demand is seasonal and motivations of consumers vary widely. Intermediaries such as travel agents have a strong control over product design, distribution, promotion and pricing. High fixed costs are often involved, resulting in the use of short-run marketing methods.

Features

Tourism marketing involves several steps. Market research seeks to understand the consumer, while product development aims to meet his needs. Analysis and selection of target markets, also known as segmentation, means studying potential customer groups and selecting only certain groups whose needs and wants can be best met with a certain producer's product. Marketing strategy seeks to reach the target markets using promotion, advertising, pricing and distribution.

Communication

Marketing communications occur in three ways: external, internal and word-of-mouth. External marketing uses formal communication channels to promote the tourism product to the traveler, boasting of its benefits and making promises. Internal marketing communication occurs when the tourism service provider makes contact with the tourist and delivers the promised benefits. Word-of-mouth communication occurs informally when visitors or employees discuss their experiences of the tourism product to others.

References

• "Tourism Marketing"; M.A. Khan; 2005
• "Marketing in Travel and Tourism"; Victor Middleton, Alan Fyall, Michael Morgan and Ashok Ranchhod; 2009
• "Communication and Channel Systems in Tourism Marketing"; Muzaffer Uysal and Daniel R. Fesenmaier; 1993