Tourismmarketing and promotion

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