TOURISM MARKETING

BY: GAURAV BHARDWAJ

 TOURISM MARKETING

• Marketing tourism products is different from most

other products because what is being sold is
consumption of an experience rather then a
tangible product. The product is primarily service
based. This means that customer often walks away
from the tourism offering with only a memory or
experience
Sales
 PRODUCT

• Defining and communicating the distinguishing

characteristics of the product to consumers is the
key to successful marketing. A tourism product
consists of two components:
1. Attributes such as room, transport, conference
facilities
2. Benefits which are what the consumer achieves as
a result of buying the product such as relaxation,
learning and exploration.
 PRICE

• The actual cost of providing the product

• Industry standards
• Profit margin
• Value for money
• Image and standard
 PLACE

• Place in case of services determine where is

the service product is going to be located.
 PROMOTION

• The most important consideration to bear in mind

while selecting communication channels and tools
are:
1. What is the best type of communication channel
to use that will reach target market?
2. What is the communication objective?
3. What is the most efficient type of communication
channel?
 PROCESS

• There are different type of process involved in

running a tourism business for example
administration, training, planning, distribution,
purchasing and service delivery. It is important to
ensure that there process are planned and carried
out properly so that operations are sun smoothly
and problems are rectified quickly.
 PEOPLE

• In tourism business service forms large part of the

product offering. Service invariably involves front
line people and it is here that a tourism offering can
really do well or fall miserably. It is extremely
important to ensure that all staff dealing with
customers carry out excellent service delivery at all
times. Due to the strength of word of mouth
promotion in the tourism industry, service excellence
is paramount.
 PHYSICAL EVIDENCE

• The physical evidence of a tourism product refer to

a range of more tangible attribute of the
operations.”Tangibalising” the product is a good
way of giving positive and attractive hints or cues to
potential customers with regard to the quality of the
product