Service Sector Management

Tourism Marketing

Tourism Marketing – the concept

Types of Tourism

Marketing Mix

Market Segmentation

Tourism industry in Indian

perspective and its future
 Service Sector Management

Tourism Marketing – the concept

• Tourism :
Temporary, short term movement of
people to destinations outside the place
where they live and work, and their
activities during their stay at these
destinations

• Tourists:
Persons traveling for pleasure, health
and domestic reasons, business purposes
 Service Sector Management

Tourism Marketing
• Is a process of creating
a product for providing
a service

• It is an effort to
convert potential
tourists into actual
tourists; an efforts to
satisfy tourists
 Service Sector Management

Types of tourism

• Domestic • Religious
• International • Eco-tourism
• Rural • Medical tourism
 Service Sector Management

Marketing Mix
 Service Sector Management

Product mix

1. Accommodation
2. Recreation
3. Restaurant
4. Attraction
5. Transportation
6. Shopping

Tourism products
(University Qs)
 Service Sector Management

Factors to be noted while designing a

package tour
• Destination
• Management at airport/station
• Travel timings (airlines, buses,
railways)
• Hotels
• Resort representatives
• Tour agents/operators
• Others
 Service Sector Management

Price
• Pricing decisions influenced by product
mix, distribution, promotion, competition,
desired image, emerging trends etc

• Decision between trade-up market and

trade-down market
 Service Sector Management

Place (Distribution)

• One tier system

• Two tier system

• Three tier system

 Service Sector Management

Promotion
• Advertising

• Sales promotion

• Word of mouth

• Personal selling

• Telemarketing
 Service Sector Management

People

• Travel Agents

• Travel Guides
 Service Sector Management

Market segmentation in tourism

industry
• By geography • By purpose

• By demography • By socio-economic
base
 Service Sector Management

Tourism industry in Indian

perspective and its future
• Huge potential - employment opportunities,
foreign exchange, tax generation, profits

• Preserve and enrich cultural heritage

• Provide adequate infrastructure

• Providing adequate education and training

to new generation

• Provide incentives to private sector

• Thrust on aggressive promotion and image

building
 Service Sector Management

University Questions

1. Scientific planning and

management

2. Financial consequences that

arise due to perishability of
tourism service

3. Blueprint of a process in
tourism industry
Service Sector Management