Download The Tourism Marketing Environment - Nelson Education

Chapter
1
THE TOURISM
MARKETING
ENVIRONMENT
Prepared by
Simon Hudson, Haskayne School of Business
University of Calgary
and
Marion Joppe, University of Guelph
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Copyright © 2009 by Nelson Education Ltd.
The Tourism Marketing Environment
Chapter
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Topics
•
•
•
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Influence of marketing on tourism
Services marketing models
Tourism in Canada
Key players in Canada’s tourism
industry
• Micro and macro-environments
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The Tourism Marketing Environment
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Tourism
• the activities of persons travelling to
and staying in places outside their
usual environment for not more than
one year for leisure, business, or other
purposes not related to the exercise of
an activity remunerated from within the
place visited
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The Tourism Marketing Environment
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Visitor
• any person travelling to a place other than
that of his or her usual environment for fewer
than 12 months and whose main purpose for
the trip is other than exercise of an activity
remunerated from within the place visited
Tourism market
• a market that reflects the demands of
consumers for a wide range of travel and
hospitality products and services
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Overnight Travel between Canada and Other
Countries
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Table 1.1
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The Tourism Marketing Environment
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International Tourist Arrivals and Receipts
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Annual Growth in International Tourist Arrivals
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Tourism Arrivals to Canada
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The Tourism Marketing Environment
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Influence of Marketing on Tourism
International Marketing
• business activities designed to plan, price,
promote, and direct the flow of a
organization’s goods and services to
consumers in more than one country for
profit
• Figure 1.4 illustrates the environment of an
international marketer
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The International Marketing Task
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Self-Reference Criteria (SRC)
• unconscious reference to one’s own cultural
values, experiences, and knowledge as a
basis for decisions
Ethnocentrism
• closely related to SRC
• notion that one’s own culture knows best
how to do things
Both limit the international marketer’s ability to understand and
adapt to differences prevalent in foreign markets
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The Tourism Marketing Environment
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Four Unique Characteristics of
Services
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Intangibility
Heterogeneity
Inseparability
Perishability
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The Tourism Marketing Environment
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Table 1.4
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The Tourism Marketing Environment
Chapter
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Four Unique Characteristics of
Services
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Table 1.4
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The Tourism Marketing Environment
Chapter
Service Marketing Models
• Services Marketing Triangle
– 3 key players
• Expanded Marketing Mix for Services
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The Tourism Marketing Environment
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The Services Marketing Triangle
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The Tourism Marketing Environment
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Expanded Mix for Services:
The Seven Ps
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•
•
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Product
Price
Place
Promotion
People
Process
Physical Evidence
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The Tourism Marketing Environment
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Key Players in the Tourism Industry
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The Tourism Marketing Environment
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Major Components in a Company’s
Microenvironment
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The Tourism Marketing Environment
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Major Components in a Company’s
Macroenvironment
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The Tourism Marketing Environment
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Demographic and Economic Forces
• Demographics
– statistics that describe the observable
characteristics of individuals
– most notable demographic trend in
Canada is the aging population
• Economic forces
– affect consumer purchasing power and
spending patterns
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The Tourism Marketing Environment
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Environmental, Natural, and
Technological Forces
• Environmental and Natural Forces
– see Banff Snapshot, pp. 31-2
• Technological forces
– most dramatic force that has forces tourist
organization to adapt
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The Tourism Marketing Environment
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Political, Cultural and Social Forces
• Political forces
– see Myanmar Case Study at end of
chapter
• Cultural and social forces
– institutions and other forces that affect
society’s basic values, perceptions,
preferences, and behaviours
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The Tourism Marketing Environment
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Legal Forces
• Legal forces
– increased legislation and regulation that
affects business, enacted to protect
companies and consumers from unfair
business practices
– smoking restrictions in hotels and
restaurants
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The Tourism Marketing Environment
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Cultural Trends
• increased responsibility for those who drink & those who sell
and serve alcoholic beverages
• desire to develop individuality in order to be seen and treated
as different from others (egonomics)
• tendency to act and feel younger than one’s age (down-aging)
• urge to change one’s life to a slower but more rewarding pace
(cashing out)
• refusal to tolerate shoddy products and poor service (the
vigilant consumer)
• acceptance of the gay and lesbian community
• concerns for the environment
• increasing desire for smoke-free restaurants and hotels
• desire to regularly eat out
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