Download Marketing Cultural Products

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
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
Examples
• Macro level—Malaysia
• Micro level--Icelandair
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
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)
Marketing plan cont
• Set objectives
• Budgets
• evaluation
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
Types of Segmentation
•
•
•
•
Geographic
Demographic
Psychographic
Combinations
Market Research
•
•
•
•
•
•
•
Problem identification
Review of available information
Develop methods of analysis
Data collection
Data Analysis
Interpretation
Report writing and presentation
Types of Market Research
•
•
•
•
Assessment
Monitoring
Product positioning
Forecasting