1. 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

2. 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

3. Examples
Macro level—Malaysia
Micro level--Icelandair

4. 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

5. 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)

6. Marketing plan cont
Set objectives
Budgets
evaluation

7. 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

8. Types of Segmentation Geographic Demographic Psychographic
Combinations

9. Market Research Problem identification Review of available information
Develop methods of analysis
Data collection
Data Analysis
Interpretation
Report writing and presentation

10. Types of Market Research
Assessment
Monitoring
Product positioning
Forecasting