What Is Involved in Marketing Tourism Services?

Tropical islands have long been tourist favorites

According to the World Tourism Organization, "when economies grow, levels of disposable income will usually also rise... a relatively large part of discretionary income will typically be spent on tourism." As global spending on tourism services has increased, so have the number of service options available to the rising numbers of tourists; this has made the marketing of tourism services as competitive as ever.

Marketing Basics

Ski slopes are also a favorite haunt of tourists.

There are four "P" factors involved in marketing any product or service, together they are known as the marketing mix. These factors are product, price, place and promotion; and this model is applicable to marketing tourism services as well, both to tourism marketing in general as well as the marketing of a specific tourism product.

Product

Tourists are often motivated to experience new things.

Marketing tourism services involves defining the tourism product, which must be derived from the geographic location. A product manager or entrepreneur should determine the target market for the location's tourism offering. The important question which entrepreneurs and product managers should answer is: "Who is our target market and what do they need that we can provide?"

Price

Backpacking is one way to be a tourist on a tight budget.

Marketing tourism services involves setting the right price, this will depend on the preferences and income of consumers in the target market. For example, the city of Paris has both low-budget hostels and five star hotels to cater to tourists of varied budgets and tastes.

Place

Many tourists take airplanes to their getaway destinations.

Place refers to the distribution points where the product is available; in tourism there is only one distribution point because customers have to come to the product. Marketing tourism services involves making the location as easy to get to as the customer desires. The proximity of transportation hubs like airports, plus availability of things like airport shuttles, beach-side food service and curbside parking are important place considerations.

Promotion

Billboards, newspaper ads, contests, radio ads and word of mouth are important promotional media.

Promotion in marketing tourism services refers to the methods and media that the tourism service uses to communicate the availability and benefits of its offerings. Tourism marketing involves using media that the target market already read, and formats the target market already prefers.

References

• Michigan State University: Tourism Marketing
• World Trade Organization: World Tourism Organization Facts and Figures

Resources

• Rick Crandall: 1001 Ways to Market Your Services: Even If You Hate to Sell
• Quick MBA: Marketing Strategy