Unit-I Marketing: Introduction to tourism marketing – Definition, nature and scope of

tourism marketing – Process and growth of tourism marketing – Understanding the

needs, wants, demands, values, satisfaction evolution of marketing.
MARKETING: INTRODUCTION TO TOURISM MARKETING
DEFINITION
Tour marketing is a process of promoting the tourism related products and service to
attract travels to a specific destination. This involves a strategic mix of marketing,
research, branding, product development, promotion and distribution to create
awareness interest and desire among potential visitors. The ultimate goal is to
enhance the attractiveness of a destination and increase the number of visitors
contribution to the local economy and community.
NATURE OF TOURISM MARKETING
Introduction
Marketing and promotion and sales of tourism products and services
1. Intangibility: tourism service are in Tangled which has touch an owned
2. Inseparability: Production and consumption of tourism suck service
simultaneously
3. Perishability: Tourism service cannot be stored or saved for later use
4. Heterogenies: Tourism service are highly variable and can differ based on
who provides them and when they are provided
5. Seasonality: Demand for tourism service very significantly with season
holidays and events
6. High involvement: Tourism in considerable time and resources in planning and
purchasing tourism service
7. Emotional connection: Tourism experience of an strong emotion of memories
8. Experience base: The value of tourism service is based on the overall
experience including the destination culture has interaction
9. Multi faced: tourism marketing involves various components such as
transportation accommodation food and attractions
10. Global reach: Tourism marketing often targets and international audience
11. Cultural sensitivity: Marketing efforts must respect and promote local culture
and traditions

SCOPE OF TOURISM MARKETING

The scope of tourism marketing young comes a white range of activities and
strategies aim that promoting tourism products and services. It in malls
understanding market dynamics targeting potential customers and eating value
proportions to attract and retail tourist the following are the area within the scope of
tourism marketing
1. Market research and analysis: to understand market trends, customer
preferences and competitive landscape
 2. Segmentation targeting and positioning (STP): to identify and target market
segments and positions the destination or service unicity
3. Branding: to create a strong recognisable brand that personates with target
audience
4. Product development: to design and enhance tourism product and service
that meet customer needs and expectation
5. Promotion and advertising: to generate awareness and interest in destination
of service
6. Digital marketing: to liberate online platform to reach a global audience
7. Distribution and sales of channel: to make tourism product and services
accessible to potential customer
8. Pricing strategies: to set competitive and profitable prices for tourism products
and services
9. Customer Relationship management (CRM): to build and the maintain strong
relationship within customers
10. Sustainable tourism marketing: to promote eco-friendly and sustainable
tourism practice
11. Price of management: to effectively handle and recover from crisis that impact
tourism

Process and growth of tourism marketing

UNDERSTANDING THE NEEDS, WANTS, DEMANDS, VALUES
Needs, Wants and Demand in Tourism: needs, wants and demand, it seems that
all these terms are similar in meaning but when it comes in economics, there is a
vast difference. Needs are defined in economics as the basic needs required by
human being for their survival. This includes, air, water, food, shelter etc. Wants are
the advance form of needs i.e. desire for water has been substituted by mineral
water, cold drink, coconut water etc
Demand is defined as an ability to spend to purchase a product at a given price and
at a given period of time. It can be illustrated through this example like purchasing a
car can be want but when we are in a position to purchase (enough money in hand)
then it is our demand which is going to be fulfilled by using the services of the car.
seven essential features which are discussed below:
Types of Demand:
Main types of demand are as under:
 Price Demand: It indicates that the quantity of product (package tour) has
been purchased at different price level.
 Income Demand: It measures the relationship between income of the
consumer and quantity demanded for package tour, other things remaining
the same.
 Cross Demand: It expresses the relationship between the quantity
demanded of good ‘x’ and the price of related good ‘y’, other things remaining
the same. This is further divided into two parts:
 o Substituted: Substituted demand expresses that when there is a rise
in the price of good “y” (coffee) the demand for goods “x” (tea) is
raisedand vice versa.
o Complementary Demand: The example can be sugar and tea. If there
is fall in the price of one good “y”, (sugar) there will be rise in the
demand for another good “x”(tea). Conversely, a rise in the price of “y”
(sugar) will bring a fall in the demand for “x” (tea).
 Composite Demand: As the name suggest, it refers to the demand for one
commodity in order to satisfy two or more wants.
 Direct and Derived Demand: When a commodity is demanded for its direct
consumption, it is called direct demand. Derived refers to the demand for one
commodity as a result of demand for another.
 Competitive Demand: Demand for substitutes is known as competitive
demand. Substituted are those goods which can be used for one another.
 Consumer’s Goods and producer’s goods: Such goods which are meant
for final consumption are called as consumer’s goods.
 Perishable and durable goods demand: Perishable goods are those which
can be consumed only once because if they are not consumed with in a
specific time frame, they are perished while in contrary to it durable goods are
those which can be used more than once over a period of time.
 Actual, potential and deferred demand: Actual demand means when a
consumer has consumed the product, potential means he is capable and able
to purchase the product and deferred means he has postponed his trip for a
certain time. This study comes from the part of consumers.
Factors affecting demand SIT:
There are many factors that affect the demand for SIT and their description is given
below:
 Mass tourism: The conventional form of tourism contributed negative
impacts in the socio cultural aspects and environment which resulted into
motivating researchers to identify certain new avenues in tourism arena so
that tourists may be given some new experience.
 Choice of Destination: SIT gives option of multi choice of destination to its
visitors. The visitors may choose any destination of their choice and can plan
their holidays accordingly.
 Disposable Income: Tourist in present time is more demanding and cares
about the facilities over the destination.
 Mobility: The expansion of air travel, introduction of luxury trains, AC and
Volvo coaches, small cars has started giving time bound and quality services
to the passengers and this has resulted into the increase in tourist movement.
  Paid Holidays: The government and private sector has the scheme of LTC
and this push factor has also contribution in the movement of the travellers.
Few public private partnership (PPP) firms are also motivating their
employees for paid holidays and they have a separate financial budget for
this.
 Zeal enthusiasm and passion for tourism: Few SIT have developed
themselves in such a manner that the service providers have initiated about
giving price tag for week days and weekend days.
 Age factor: Age is the prime component in tourist movement.
 Professional and business factors: The business firms interested in
expansion of their business, arranging and fixing meetings, organising
conferences are preferring the destinations which are less popular and have
ability to cater the need of such professional and business people.
 Government policy: SIT is emerging just because of government policy
because government is putting a lot of efforts in market research for new
destinations.
 Technology: The technology is also influencing people for SIT because in
this world we all are connected together with social form of media. Facebook
group, watsup group, instagram, twitter etc have become a place of sharing
knowledge. The travel loving followers share the image of beautiful
destinations and it motivates other to follow and visit the same destination.
 Pleasing Weather: The climatic conditions must be as per the requirement of
the visit like snow fall can be seen when there is a favourable climate or Goa
is pleasant in the month of December when there is sunshine.

SATISFACTION EVOLUTION OF MARKETING

Satisfaction is the degree to which a tourist expectation and needs are met or
exceeded by the travel experience
Factors influencing satisfaction
Quality of service and amenities: high quality services and amenities are
fundamental to tourist satisfaction
Overall experience: the holistic experience including free trip planning and the
journey
Value for money: tourist seek a fair balance between the cost of their trip and the
quality of experience
Easy of booking and travel arrangement: the convenience and efficiency of
booking and travel arrangements affect satisfaction
Customer service and support: responsive and helpful customer service and
answer the travel experience and resolves issues promptly
Customer Satisfaction in Hospitality and Tourism Industry
In the context of hospitality and tourism, customer satisfaction refers to the
degree to which the needs and expectations of tourists are met by the service
providers and facilities at the destination.
Customer satisfaction in this industry relies heavily on multiple components:
 Service Quality: The professionalism and friendliness of staff significantly
contribute to the satisfaction of visitors.
 Accommodation Standards: Comfortable, clean, and well-maintained
facilities are essential.
 Cultural Experiences: Access to genuine local culture and traditions
enriches tourist experiences.
Customer Satisfaction in Tourism
In tourism, customer satisfaction extends beyond immediate interactions and
services. Considerations include:
 Accessibility: Ease of access to a destination and its attractions.
 Information and Guidance: Availability of clear, helpful tourist information
and guides.
 Safety: Ensuring a secure environment for all travelers.
 Transport Options: Accessibility of local transport to provide seamless travel
experiences.
Strategies to enhance value and satisfaction tourism
Tailoring market messages: value that reason is with the target audience
marketing campaign
Offering personalized experience: use data analytics to understand customer
preference and offer personalized to travel experience
Ensuring high quality service delivery: consistently deliver high quality service
and amenities to meet or exceed expectation
Measuring Tourism Satisfaction
Measuring tourism satisfaction is crucial for destinations aiming to enhance their
attractiveness and maintain a competitive edge in the hospitality industry. Accurate
measurement provides insights into tourist needs and expectations, allowing for
strategic improvements. Below, we explore various methods and tools used to
assess satisfaction levels.
Visitor Surveys
One of the most common methods for measuring tourism satisfaction is
through visitor surveys. These surveys gather feedback directly from tourists about
their experiences, covering aspects such as:
 Service quality
 Accommodation standards
 Value for money
 Overall satisfaction