Marketing Tourism Products

1. Marketing Tourism Products • What is marketing? • Bridge between producer and consumer Traditional vs Tourism Marketing must understand product characteristics Must understand where located on product life cycle Distribution channel is inverted

2. Selling the Destination • Macro level—wholesalers, tour operators, travel agents • Micro level---done directly with consumer usually once tourist is at the destination—resembles service when done right

3. Examples • Macro level—Malaysia • Micro level--Icelandair

4. Marketing plan • Situational Analysis • What type of product is being sold • Environmental setting which includes economic conditions, laws and regulations, and technology • Example of laws and regulations—airline deregulation • Who is the consumer

5. Marketing plan cont • Understand competitor • More competition the better comparison advertising • Non-comparison builds brand awareness Price price can be used to convey product quality discounting is good during off season (U.S to Europe flights in winter)

6. Marketing plan cont • Set objectives • Budgets • evaluation

7. Target Marketing/Market Segmentation • Each member of a segment must a trait in common which is absent from members of other segments • Each segment must be substantial • Each segment must be exploitable

8. Types of Segmentation • Geographic • Demographic • Psychographic • Combinations

9. Market Research • Problem identification • Review of available information • Develop methods of analysis • Data collection • Data Analysis • Interpretation • Report writing and presentation

10. Types of Market Research • Assessment • Monitoring • Product positioning • Forecasting