Dr.

Ercan Sirakaya 01/19/2004

Overview of Tourism Learning Objectives

Chapter 1 & 2 cont.
Marketing cont.

1. Compare and contrast 4 different types of

Dr. Ercan Sirakaya
Homework: Read Chapters 3 & 4
e-mail: ercan-sirakaya@tamu.edu
marketing philosophies (evolution of
marketing).
2. Explain the “marketing myopia” concept.
3. Comparison and contrast of tourism
marketing with other kinds of marketing (the
nature of services marketing)
4. Describe the environment for marketing in the
tourism industry.

The Evolution of Marketing Symptoms of Production and Sales

in Non-Service Industries Orientations

1920-1930 „ Planning is short-term.

1930-1950 „ Long-term decisions are made only when serious

problems are encountered.
1950-1960 Marketing
Orientation „ There is a definite reluctance to change.
1960-1970
„ Little is known about customers; research is not
1970-now given a high priority.

Four Evolutionary Eras of Marketing „ Promotions stress service or product features,

not customer's needs.

Marketing Concept in Tourism: An

Introduction 1
Dr. Ercan Sirakaya 01/19/2004

Symptoms of Production and Sales Orientations "Marketing Myopia"

(Continued)
„ Department managers tend to be very defensive
and protective of their "domains.“
A term coined in 1960 by Theodore Levitt to
describe many of the 13 symptoms of production
and sales orientations.

"Share-the-wealth syndrome." Organization is set

Myopia:
„
up and services offered because owners
themselves like them.

„ Customers are given only what they ask for and

what is normally provided.

„ Decisions are made from a production or sales

perspective, not with the customers' needs in
mind.

It’s Application Time: Discuss the following Characteristics of Services

„ Intangibility -
Discuss examples of companies which appear
to have a product orientation to marketing. A
sales orientation? A marketing orientation?
„ Perishability -
Give examples from the industry and/or local
companies/businesses.
„ Inseparability -

„ Variability -

Marketing Concept in Tourism: An

Introduction 2
Dr. Ercan Sirakaya 01/19/2004

To Reduce Intangibility To Reduce Perishability

Basically, use of more than 4ps

To Reduce Inseparability To Reduce Variability

Marketing Concept in Tourism: An

Introduction 3
Dr. Ercan Sirakaya 01/19/2004

Other characteristics that sets tourism The Tourism Marketing Mix

apart from other services?
„ Tourism is more supply-led than other services and seasonal
Traditional 4 Ps Additional 4 Ps of
of Marketing Hospitality and
„ The tourism product is frequently a multiple one involving Travel
cooperation of several suppliers
Marketing
„ Tourism is a complex product experience with no predictable h Product (Distribution)
critical evaluation point
h Place
„ Tourism is a high-involvement, high-risk product to its customers h Promotion
h Price
„ Tourism is a fragile industry susceptible to external forces beyond
the control of its suppliers • Travel Experience Outcome {my additions}
• Corporate or Destination Image

The Hospitality and Travel Marketing

The Tourism Marketing Environment Environment
Marketing Environment Factors

Consists of two parts:

1. Competition
2. Legislation and regulation
1. Marketing Strategy Factors 3. Economic environment
(controllable) 4. Technology
5. Societal and cultural environment
2. Marketing Environment Factors 6. Organizational objectives and resources
(uncontrollable)

Marketing Concept in Tourism: An

Introduction 4
Dr. Ercan Sirakaya 01/19/2004

It’s Application Time: Overview Questions

You have been just hired by an automobile

manufacturing company that has recently
acquired a chain of resort properties.

One of your initial tasks is to meet with

corporate marketing executives and explain
the difference between marketing resorts and
marketing cars. Highlight the points you will
make, including the common approaches both
types of marketing share and the unique
approaches required to market resorts.

Marketing Concept in Tourism: An

Introduction 5