Travel Reference
In-Depth Information
Assume that you are going to develop a newmajor resort area. This is a dif
cult exercise in planning
that requires that the designs that are developed be based on how consumers view the product. One of
the
first steps is to employ the marketing concept and do research to understand the consumers' (the
market's) needs, desires, and wants. Designers of products and consumers of products often perceive
them differently. Architects, for example, might see a hotel in terms of such things as space utilization,
engineering problems, and design lines or as a monument; consumers may see the hotel as a bundle of
bene
ts
as being attractive, as offering full service and outstanding food, as having recreational
facilities, and so on. Once consumer views are determined, the task is to formulate strategic marketing
plans that match the resort and its market. In today
—
s competitive environment where consumers have
many choices,
firms need to employ the marketing concept. As indicated in the Introduction of this
chapter, the Internet makes it much easier to engage the consumer and practice the marketing concept.
'
THE MARKETING MIX
The marketing program combines a number of elements into a workable whole
—
a viable, strategic
plan. The tourism marketing manager must constantly search for the right
the right
combination of elements that will produce a pro
t. The marketing mix is composed of every factor
that in
uences the marketing effort:
marketing mix
—
Holidays, high season, low season, upward trend in the business cycle, and so on, must be
considered.
2. Brands.
1. Timing.
The consumer needs help in remembering your product. Names, trademarks, labels,
logos, and other identi
cation marks all assist the consumer in identifying and recalling infor-
mation about your product.
3. Packaging.
Although tourism services do not require a physical package, packaging is still an
important factor. For example, transportation, lodging, amenities, and recreation activities can be
packaged and sold together or separately. Family plans or single plans are other forms of
packaging.
4. Pricing.
Pricing affects not only sales volume but also the image of the product. A multitude of
pricing options exist, ranging from discount prices to premium prices.
5. Channels of distribution.
The product must be accessible to the consumer. Direct selling, via the
Internet, phone, or of
ce; retail travel agents; online travel agents; wholesale tour operators; or a
combination of these methods are all distribution channels that can be developed. Online is now
the dominant channel.
6. Product.
The physical attributes of the product help to determine its position against the
competition and provide guidelines on how to best compete.
s perception of the product depends to a great extent on the important
factors of reputation and quality.
8. Advertising.
7.
Image.
The consumer
'
Paid promotion is critical, and the questions of when, where, and how to promote
must be carefully considered.
9. Selling.
Internal and external selling are essential components for success, and various sales
techniques must be incorporated in the marketing plan.
10. Public relations.
Even the most carefully drawn marketing plan will fail without good relations
with the visitors, the community, suppliers, and employees.
11. Service quality.
Outstanding service is necessary to have satis
ed customers and repeat business.
12. Research.
Developing the right tourism marketing mix depends in large part on research. See
Chapter 18 on tourism research.
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