Transcript
Travel AgencyMarketing &Promotion
Travel Agency Marketing and Promotion
• Concept of Marketing
• Travel Marketing
• Tour Marketing Plan
• Tour Marketing Segmentation
• Marketing Mix
Concept of Marketing
Marketing according to Kotler
Marketing is a social and managerial process by
which consumers obtain what they need and want
through creating and exchanging product
services and values with others
Marketing according to the British Chartered Institute of Marketing
It is the management process responsible for
identification, anticipating, assessing
and satisfying customer’s/client’s
requirements profitability
Krippendorf
“As the systematic and coordinated execution of business policies by the both private or public
sector tourism organizations operated at local, regional, national,
international level to achieve the optimal
satisfaction of the needs of identifiable tourist
groups, and in doing so to achieve an appropriate
return.”
Poynter (1993)
“Tour marketing is a systematic process
consisting of marketing objective, strategies, schedules, marketing medias, focused on
specific market segment and based on a substantial
return of investment.”
UNWTO
“A management philosophy which, in the light of tourist demand,
makes it possible through research, forecasting and
selection of tourism products/services from
suppliers. On the line with organization’s purpose
and tourist satisfaction.”
UNIQUEFEATURES
Tourism Marketing
• Tourism marketing is a thought provoking process.
• Identification and selection of target market.
• Positioning and product life cycle are important.
• Future tourism marketing strategies.
• Innovative/proactive marketing
Travel Marketing
Unique Features of Travel Agency Marketing
• The demand of tour package is highly elastic and seasonal in nature.
• Tour package is a combination of various service ingredient.
• Designing, developing and marketing of tour package a number of intermediaries are involved.
• A tourist does not only buy the tour package in advance, because it is consumed and felt at same time at a particular destination.
Tour Marketing
Tour Market Segmentation
“Market segmentation is the process whereby producers organise their knowledge of customer groups and select for particular attention those whose needs and wants they are best able to meet with products.”
Methods
• Intuition• Market research• Experience• Situational analysis
Tour Marketing Mix
Marketing Mix
The marketing mix is a business tool used in
marketing and by marketers
The marketing mix is composed of every factor that influences the marketing efforts such as:
The marketing mix is composed of every factor that influences the marketing efforts such as:
Tour Package Marketing Mix
Tourism Promotion
It means trying to encourage actual and potential customer to
travel
Objectives of Promotion
• To make the tourist product widely known
• To make it very attractive in order to encourage many people to try it
• To make the message attractive without being dishonest
Tour Package Marketing Mix
Developing a Tour Marketing Plan
Travel AgencyMarketing &Promotion
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