Marketing your tourism product

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Presentation transcript:

Marketing your tourism product Tourism as Product Marketing your tourism product

What is Marketing? Marketing is a set of decisions and processes that every organization uses to carry out an EXCHANGE with others, both inside and outside the organization.

Activity 1: What is the product? Brainstorm—List all the ‘things’ that a client receives when they order-in a McDonald’s Big Mac Meal

The ‘exchange’ The “Exchange” What are the interactions between the producer and consumer? What is the consumer willing to give up to enjoy the product?

All marketing involves “EXCHANGE” of information Tourism information center\booth “about this rack” TV ad Magazine\newspaper ads Travel articles in newspapers, magazine Travel & Escape\ Detour channel Visitor information centre Information kiosk Information booth Welcome centre Tourist bureau Brochures Maps Tri-fold 1\3 bookmark Booklets magazines Official Visitors’ Guide Websites App Channel sector of tourism= Tourism Service

How does KVHS market itself?

Tourism products include both tangible and Intangible products Tangible Products in tourism—property and package Intangible products in tourism—experiences and feelings

Deep noticing—what are the tangible and intangible products?

Activity 2: Your Neighbourhood? Best place to get an ice-cream cone? Best view of the sunset? Best place for lunch? Best place to get a souvenir? Best place for a walk?

Tourism marketing There are different types of travelers!

Important Terms To Know Marketing Strategy specifies a target market and a related marketing mix. The Target market is a fairly homogeneous (similar) group of customers to whom a business wishes to appeal. The Marketing Mix is the controllable variables that the company puts together to reach the target group.

Review: Who is the target market for? Ritz Carlton Hotels Disney Theme parks Grand Railway hotels TGI Fridays Holiday Inn Tim Hortons McDonald’s National and provincial parks Youth Hostels Westjet

Tourism Marketing includes the 8 sectors Things to do! Recreation Events shopping Food and Beverage Accommodations Transportation Tourism Service/

The Controllable Variables THE FOUR P’s Product: Everything the target group receives. Price: Everything the target group gives up to receive it. Place: Everything that is done to give the customer possession. Promotion: Everything the customer hears about the other three P’s.

In tourism, the trend in target markets is to become more SPECIFIC; ie Adjectival tourism Marketing mix is the controllable variables that the company puts together to satisfy a target group. Controllable variables = The 4 P’s. The marketing mix C In tourism, the 8 sectors contribute to the marketing mix Consumer = Target market Marketing Strategy

Tourism: What are the products? Tourism industry is a group of businesses or corporations that produce products and services for a profit. Product – Many tourism results are intangible products that last as experiences and memories. Tangible is package and property. Service – must meet 3 criteria. Perform actions that benefit or serve customers. Employees are professionals with a high degree of expertise. A special attitude and relationship exists between employee and customer.

SWOT

SWOT analysis