Proceedingsinternational conference 2014 peja30052014. Tourism marketing is different because the customer purchases a series of services. The importance of marketing in the tourism sector new challenges for a growing market 1 2. The purpose of this research was to relate existing marketing mix concept to the hospitality industry. The word marketing mix was used by the neli h borden in 1964 a. In fact, onefifth of all global jobs created over the past decade have been within the travel sector.
Marketing in the tourism and hospitality industry requires an understanding of the. Some in the industry attribute this to the traditional career path in the tourism and hospitality industry where managers and executives worked their way up the ranks e. It will enable the development of tourism branding and tags that are consistent across the whole of the citys tourism and corporate. Because so much of the hospitality industry revolves around entertainment, special attractions, and tourist destinations, members have a builtin opportunity to work to provide. The impact of tourism marketing mix elements on the satisfaction of. Knowledgeful about tourism, very interesting one and so beautifully you had explained, how marketing mix is helpful in tourism industry madam, very aritistical way you have covered and elaborated the tourism industry and its future scope, thank you. Tourism management marketing mix tourism marketing is different because the customer purchases a series of services. In its broadest sense, tourism marketing is the business discipline of attracting visitors to a specific location. The importance of marketing in the hospitality industry. The nontourist countries like malaysia and indonesia get much more tourists than india.
The future of tourism marketing uploaded by mba skool team, published on december 07, 2015 these words as said by karen hughes, one of the frenchamerican politicians proves that tourism industry has grown leaps and bounds and emerged as a sure shot winner for a countrys economic growth. Pdf a study on marketing mix of hospitality industry. Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers. A new marketing mix model to rescue the hospitality. Tourism is one of the fastest growing industries in.
The product role of the marketing mix in tourism is to make the tourists aware of what the company is trying to market or. What is the future of marketing in the hotel industry. Overview the industry of tourism and hospitality is one of the most important of the world economy. Iv,issue11,january 20103 marketing strategies for tourism industry in bangladesh. The term describes the combination of elements that make up the strategic marketing plan for a product. This chapter introduces the role of marketing strategies in the tourism industry, thus explaining the application overview of marketing strategies in the. Pdf the intent of this paper is to introduce marketing managers and tourism researchers to an analytic tool used to optimize the allocation of a. The components of demand and supply and the linking role of marketing are put together in diagrammatic form figure 1. Spending on tourism amounts to 5%10% of total consumer, spending in a year worldwide. Pdf marketing mix modeling for the tourism industry. The purpose of the tourism destination marketing strategy is to effectively enable the city to direct and manage the economic benefit of tourism.
To identify the impact of tourism marketing mix elements on the satisfaction of inbound tourists. Juwon talabi the role of marketing in hotel industry. A marketing mix is used to indicate the several marketing variables used by the sales team to target specific guests or target market segments e. The hospitality industry use different methods to develop and maintain an efficient marketing plan. Defining a proper marketing mix for hotel industry is crucial for the success of hotels marketing efforts. Hence marketing in the tourism industry is greatly simplified, as part of the process has. On the other hand, tourism marketing is a management process including forecasting and meeting current and future needs of the tourists. Marketing mix is a greatest strategy for attaining competitive advantage for any firm.
The philosophy of marketing in the hospitality and tourism industry is customer oriented. For a successful tourism marketing to take place, the thing that is required the most is that the brands should speak for themselves in such a way that their voices can be heard in the targeted markets. Many small businesses market tourism products and employ these marketing strategies. The effects of the marketing mix on choice of tourist. The relationship between marketing mix and customer. Hotels, cities, states, consumer attractions, convention centers and other sites and locations associated with consumer and business travel all apply basic marketing strategies to specific techniques designed to increase visits. Part one the meaning of marketing in travel and tourism. The marketing mix is the process of managing the quality of the market. While marketing a tourism product, the sales or marketing person insists on the positive facets of the following four components. It is estimated that the tourism industry holds about. Commonly known as the promotional mix, it includes elements such as advertising, personal selling, sales promotion, public relations and direct marketing 17. Of particular relevance to this paper, albeit in another industry tourism, is the work by wolfe and crotts 2011 where a marketing mix methodology is applied to ticket sales for a museum. The performance of the tourism industry has been very encouraging which has registered an. The four attributes such as intangibility, inseparability, heterogeneity and.
A solid marketing strategy is crucial in any business and the tourism industry is no different. Based on this, marketing in hospitality and tourism world critically look at the dynamic of the environment encompasses in business, physical geographical and governmental policies environment, adeyemo, 2005. Now tourism marketing is all about applying several marketing techniques and strategies to boost the tourism industry of that place. The promotional elements comprise a mix of tools available for marketers. Indian tourism and hospitality industry has emerged as one of the key drivers of growth among the services sector in india. The marketing mix of any service draws much from its attributes. To manage the market of an organization should be used in different types of materials tools and product which is called marketing mix. Target marketing 19 marketing mix and strategies 20. The impact of tourism marketing mix elements on the. One of the most important applications of information technology, communications and internet is in tourism industry and due to the importance of the role which foreign tourism. The hospitality industry includes many sectors like hotel industry, being a direct beneficiary of the growth in the economy. Tourism marketing is first of its kind in the market and no other book deals with the subject so exhaustively. To read the guide, visit travel media relations guide pdf. The tourism being a service sold to the customers, tourist experience is the product, which is intangible, and nonstorable.
The following are some of the general strategies that. Marketing mix for tour and activity operators regiondo. Typically, the progression of marketing in tourism and hospitality has been 10 to 20 years behind other sectors. Notes on tourism marketing and tourism marketing mix. Tourism marketing contributes to the growth of local and national economies worldwide. The more people visit a city or country, the more money they spend. The rest of this chapter will be devoted to the following. Marketing mix is very important in the hospitality industry, as in any other business, as it is one of main strategies in marketing plan. The four parts of the marketing mix in tourism include the product, pricing, promotion and place or distribution. Almost 20 million people are now working in the indias tourism industry. The role of the marketing mix in tourism is to bring the customers or tourists to the destination, product or service that the tourism company wishes to sell. Pdf the aim of the research was to find out how business partners from the field of tourism. Indias tourism is thriving, owing to a huge surge in both business and leisure travel by foreign and domestic tourists.
Using contemporary case studies such as south african tourism, travelocity and virgin trains, it explains and critiques the practice and theory in relation to this industry. Destination marketing is what marketers often refer to as a sexy industry. These characteristics led to the creation of an expanded marketing mix for all services represents in the 7 ps the original 4 plus physical evidence, people, and process, thus hospitality marketing mix is thought to be more relevant for hospitality services firms, tourism. Marketing mix, service quality, satisfaction, loyalty, tourists. Domestic tourist, marketing mix, tourist accommodation, domestic. The aim of marketing in tourism is the production and placement of. Marketing mix based on above discussion principles, sustainable tourism can be developed but marketing also becomes imperative to discuss because selling of tourism product decides the fate of any industry. The role of service marketing mix and its impact on. Service features being nontangible, inseparable and unequal features and using and producing.
It seems that everywhere we look there are new lodges being launched, and more companies becoming involved in the niche business of destination planning, transportation, accommodation and catering for tourists. Tourism is one of the worlds fastest growing industries at present and holds the status of the worlds no. Module 3 teaching notes toolkit on poverty reduction through tourism october 2012 slide 4 module 3 unit 1 marketing tourism destinations slide 5 definitions marketing is a process through which individuals and groups provide, exchange and obtain products ideas, goods and services capable of satisfying customers needs and desires at a desirable price and place. Indian tourism industry is one of the most important export industries of the country. To identify the characteristics and components of the jordanian tourism product to establish a competitive tourism product that can satisfy inbound tourists, with concentration on the identity of the jordanian tourist product.