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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