CHAPTER I

INTRODUCTION
1.1 Tourism Supplier & Tourism
product
 Tourism Supplier :
- Sebuah bisnis yg dapat berupa
attraction, hotel etc or other type of
accommodation facilities , restaurant,
transportation company atau seluruh
produk pariwisata yg ditujukan untuk
pelancong/ turis.
 I INTRODUCTION
 Tourism Product :
a. A tangible ( food serve in restaurant,
furnishing of a hotel room )
b. In tangible Item
( Atmosphere at a resort or the quality
of service provide )
c. Kombinasi dari keduanya tangible or in
tangible.
1.2 Defining Tourism
 4 groups identifikasi dan harus
dipertimbangkan dalam memberi definisi
dalam industri pariwisata :
a. The Tourist
b. The Supplier
c. The Governments of the host
destination area
d. The residents of the host destination
1.3 Defining Tourists
 Tourist, orang yang melakukan perjalanan
wisata untuk mengunjungi sebuah lokasi
yg jauh dari tempat tinggal, menikmati
pemandangan , mengunjungi teman&
sodara, datang untuk relax and possibly
participate in leisure or recreational
activities.
 Visitors, seseorang yang melakukan
perjalanan di sebuah negara atau daerah
diluar tempat tinggal.
 Tourists, visitors yang tinggal lebih dari 24
jam dan membuat keputusan overnight
stay for any of the following reasons :
- business
- holiday
- study
- health
- etc.
1.4 Defining a Tourist Destination
 Tourist Destination :
sebuah area yang memiliki different
natural attribute, features, or attraction
that appeal to non local visitors.
1.5 Tourist Product Differences
 Tourist product dibedakan dengan industry yg
lain dengan :
 The tourism product is primarily Intangibles.
 The Purchaser of a tourism product must spend
both time and money before actually using the
product.
 Tourism product are often located a long way
from the customers.
 The tourism product is made up of a combination
of resources from a variety of business.
1.6 Purchaser’s Perceptions
 Risk buy Intangible services :
- when customer’s buy a service, they”re
not evaluate it in advance.
- When service is rendered, the
customer’s can not return the product if
they are dissatisfied.
- The level of service can vary
considerably from one tourist product to
another.
 Supplier Marketing Tactics to overcome
this :
a. Make sure that customers satisfied &
they will not only be repeat customer
but also
b. Encourage new customer through word
of mouth advertising.
 Definition ;
Keseluruhan organisasi yang menyediakan
link between some supplier and the
ultimate consumer.
 These Organizations include :
 Government marketing departments
 Tour whole sellers
 Travel agencies
 Travel clubs

II Travel Trade
2.1 Travel Intermediaries
 Channel distribution
 Menggabungkan 2 or more complimentary
products dari suplier yg berbeda dan
menjualnya dalam sebuah paket wisata
pada customers.
3.1 Product Orientation
 Product Oriented,supplier menyediakan
produk dalam asumsi bahwa konsumen
lebih tertarik pada ketersediaan produk
dengan low prices.
 Dengan mengabaikan keinginan dan
kebutuhan dari potential tourist.
 E.g. resort print a brochure for foreign
tourist in it’s own language.
  III.MARKETING ORIENTATION
3.1. PRODUCT ORIENTATION
 Theoretically
Product Oriented akan sukses jika demand
melebihi supply
 Teori Product orientation mengabaikan
perubahan dalam market place &
pengaruhnya terhadap suppliers.
 Sometime selling approach is use
 Asumsi Selling Approaches :
a. Produk supply melebihi demand
b. Pembeli potensial harus di persuades.
3.2 Customer Oriented
 Lawan dari Product Oriented
 Perbedaan antara product oriented &
customer oriented adalah pada fokus
internal dibandingkan dengan eksternal.
 A Customer Oriented approach memiliki
fokus eksternal dan menitikberatkan
proses marketing pada kebutuhan dan
keinginan dari potential customer.
 Risk if :
Jika hanya menitikberatkan pada
customer orientation & mengabaikan
faktor lainnya such as local natural
resources, culture, heritage etc.
3.3 Societal Orientation
 Combines the best of both product &
customer orientation
 Mempertimbangkan keinginan &
kebutuhan tourist tetapi tanpa
mengabaikan the long term economic,
environmental, social etc.
 Retail Market, whole seller market, local
market, going to market, planning to
market product.
 Tourism market,
Customer dengan travel need yg harus
terpenuhi & memiliki alokasi budget untuk
melakukan transaksi dalam traveling.
 IV DEFINING MARKETING

4.1 DEFINITION
 Marketing is,
Filosofi manajemen yang berpatokan dari
tourist demand, makes it possible through
research, forecasting & selection untuk
memposisikan tourism products dipasar
sejalan dengan organization’s purpose for
the greater benefits.
4.2 Marketing as a system
 Marketing adalah sebuah urutan dari
sebuah proses untuk mengatasi berbagai
variasi dari sebuah fungsi kompleks
marketing .
 Jika sebuah organisasi melihat fungsi ini
sebagai inter related system, maka akan
mencapai the goals of satisfying it’s
customer’s & producing a desired level of
profit.
 Sebuah sistem pada pendekatan
marketing akan dapat membuat
organisasi tsb melebarkan sayap penetrasi
pasar & sukses mengatasi pesaing.
4.2.1 considerations of the external environment
 Organisasi yg menggunakan the marketing
system, dipengaruhi oleh kekuatan external
yang diluar kendali organisasi.
 The external factors :
A. Market demand, affect in 2 ways :
1. economic view point, considers :
- customer’s disposable income
- market size
- location of customer
- general economic
B. Behavioral view point, concern :
- customer’s habit
- lifestyle
- motivation
C. Competitions
D. Social Influence
E. legal & Politic factors.
4.2.2 Internal element Affecting Marketing
 Internal element influence an
organization’s marketing efforts.
 These elements are combined & controlled
directs how the marketing plan will be
implemented & ultimately will affect profit.
 The elements are :
a. product b. pricing
c Distribution channel d. timing
e. brand or image f. promotion.
4.2.3 Benefits
1.Marketing concept adalah berdasar pada
the philosophy of considering the needs &
want of potential customer
2.By using effective marketing, the
organizations will derive benefits that
result in maximizing profits over the long
term.
3. Better understanding of how the
business compares with it’s competitors
and how to react to those competitor’s
marketing strategies.
4. Better understanding of the economic
and political factors that affect business
trends and present marketing
opportunities such as when the business
should expanse or create a new market.
THE END