Global Banking School

Dr Swati A Vispute
August 18, 2023

Tourism Marketing Principles

 What will you do?
• Assume that you are a Tourism Manager
responsible for:
– Developing tourism strategy
– Marketing and promoting tourism destinations
– Managing budgets
 Learning Outcomes

After the session you will be able to understand:

•An explanation of what the marketing mix is
•Explain and apply the concept of the marketing mix in
tourism
•How the elements of the marketing mix must balance and
complement each other
Definition of Tourism Marketing
• Tourism marketing is a continuous, sequential
process through which tourism organizations
plan, research, implement, control and evaluate
programmes aimed at satisfying travelers’ needs
and wants as well as their vision, goals, and
objectives.
- Morrison (2019)
 Marketing Mix
• the four key decision areas that managers
must manage so that they satisfy or
exceed customer needs better than the
competition
– Product
– Price
– Place
– Promotion
 MARKETING MIX EXPLAINED
• Product formulation - is a means of adapting the product to the
changing needs of the target customer
• Pricing - used to increase or slow down the volume of sales
according to market
Continuously conditions
adjusting and synchronizing the four main variables
according to constantly changing market conditions is the important
• Promotion - used
point to grasp to increase
about marketingthe
mixnumbers
decisions.of those in the market

who are aware of the product and are favourably disposed

towards buying it
• Place - determines the number of prospective customers who
are able to find convenient places and ways to gain information
and convert their buying intentions into purchases.
 CONSUMER ORIENTED
MARKETING
• Product means customer value (the perceived benefits and quality
of experience provided to meet needs and wants, quality of service
received and the value for money delivered assessed against the
competition)
• Price means cost (price is a supply-side decision, cost is the
consumer focused equivalent also assessed against the competition)
• Promotion means communication (embracing all forms of
producer/ customer dialogue including information and two-way
interactive relationship marketing, not just sales persuasion)
• Place means convenience (in terms of consumer access to the
products they buy)
 EXPANDED MARKETING MIX
• People - participants in the service delivery; visitors,
employees, host community
• Process - of delivery; specific interactions between a
consumer and service firm employees
• Physical Evidence - rooted in the five senses of sight
(especially colour and aesthetics), sound, scent, touch
and taste
 To sum up
• Meaning of Tourism Marketing
• Traditional 4 Ps of marketing
• Consumer oriented marketing mix
• Expanded marketing mix
 Activity
• Group of 4
• Assess the 7 Principles of marketing for
Hilton Hotels
• Design Marketing Mix for a Tour Agency
Thank you!