资源简介

(共40张PPT)
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Chapter 7
Tourism Marketing
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Chapter 7
Tourism Marketing
The Nature of Marketing
Services Marketing
Managing Supply and Demand
Market Failure
Strategic Tourism Marketing
Marketing Mix
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The Nature of Marketing
Definition of marketing
Marketing involves the interaction and interrelationships among consumers and producers of goods and services, through which ideas, products, services and values are created and exchanged for the mutual benefit of both groups.
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Services Marketing
Intangibility
Services cannot be seen, tasted, heard or felt prior to purchase & consumption
Customers cannot share experiences
Product cannot be returned once consumed
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Services Marketing
Intangibility
Word of Mouth
Important source of product information
Problematic for consumer (= perceived risk by first-time purchaser)
Reduction of risk (= service provider provides information & confidence about service)
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Services Marketing
Inseparability
Production & consumption occur simultaneously (e.g. flight ‘produced’ while passenger is ‘consuming’ product)
Major impact on customer satisfaction levels since consumers & producers are in frequent contact
Production mistakes cannot be undone prior to consumption (e.g. airplane turbulence)
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Services Marketing
Variability
Each consumer/producer interaction is influenced by large number of ‘human element’ factors
= often leads to customer dissatisfaction
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Services Marketing
Perishability
(e.g. 100 empty seats on 400-seat airplane; shortfall cannot be compensated by adding 100 seats to next flight)
Tourism services cannot be produced & stored for future consumption
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Managing Supply and Demand
costs that operation has little flexibility to change over short term (e.g. taxes, heating)
FIXED COSTS
costs that can be adjusted in short term (e.g. dismissal of casual & non-union staff)
VARIABLE COSTS
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Managing Supply and Demand
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Managing Supply and Demand
Weekly variations in demand
HOTEL INDUSTRY EXAMPLE
Four-day market (Monday - Thursday)
= comprised of business-oriented clientele
Three-day market or short holiday market
= peaks on weekends & national/state holidays
vs.
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Managing Supply and Demand
Seasonal variations in demand
Distinctions between high & low seasons & shoulder periods in many destinations & operations
Some destinations experience minimal seasonal variations = stable climate & diversity in visitors
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Managing Supply and Demand
Long-term variations in demand
Difficult to identify since they occur over several years or decades
Destinations & other tourism-related facilities may experience product life cycle characterised by alternating periods of stable & accelerated demand
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Managing Supply and Demand
Supply/demand matching strategies
Product modification and/or
diversification
Alter/strengthen distribution channels
Identify new or alternative demand sources
Pricing discounts
Redesigned promotional campaigns
If supply exceeds demand – Increase Demand
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Managing Supply and Demand
Supply/demand matching strategies
If supply exceeds demand – Reduce Supply
Hotel
Close individual rooms/wings
Close hotel during low season
Aircraft taken out of service
Rent aircraft to other companies
Airline
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Managing Supply and Demand
Supply/demand matching strategies
If supply exceeds demand – Redistribute supply
Hotel
Convert rooms into executive suites
Convert rooms to timeshare
Introduce new rides or renovate old ones
Theme Parks
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Managing Supply and Demand
Supply/demand matching strategies
If demand exceeds supply – Reduce demand
Discourage Demand
Employ demarketing techniques
Increase price of room/ticket
Introduce/increase entry fee
Hotel/Airline
National Park
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Managing Supply and Demand
Supply/demand matching strategies
If demand exceeds supply – Increase supply
Room capacity – sofa beds/cots
Infrastructure – add wing, acquire facilities, use Pacific Yurt or bures
Hotel
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Managing Supply and Demand
Supply/demand matching strategies
If demand exceeds supply – Increase supply
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Managing Supply and Demand
Supply/demand matching strategies
If demand exceeds supply – Increase supply
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Managing Supply and Demand
Supply/demand matching strategies
If demand exceeds supply – Redistribute demand
Use seasonal price structure
Use weekday discounts on entrance fees to take pressure off busy periods
Caribbean resorts
Attractions
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Market Failure
Market Failure = market forces do not produce long-term equilibrium; occurs often in tourism
Reason:
Private sector operators rarely willing to invest money into destination promotion, since this provides benefits to competitors
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Market Failure
DTOs Marketing Activities:
Promotion (states perceive imbalances with respect to own jurisdiction; media inquiries)
Research (visitation, forecasting)
Coordination of the tourism industry
Information for tourists
Destination tourism organisations
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Strategic Tourism Marketing
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Strategic Tourism Marketing
SWOT analysis and objectives
Key Questions to Ask
Key Questions to Ask
Who are my competitors
What strategies are being used by competitors
What are their resources
Who are their customers
What is the current level of
visitation
What products are available
Who are customers and how
are they segmented
External environment
Internal environment
Business Mission
SWOT analysis
SWOT analysis
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Strategic Tourism Marketing
Objectives
Long-term objectives:
Timeframe: 10-15 years
Examples
increase average length of stay
increase average visitor expenditures per day
increase proportion of inputs (e.g. food) obtained from local region
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Marketing Mix
Place
Three Critical Elements:
Relative location – proximity to actual & potential markets
Coverage – other places identified as target markets
e.g. Australia maintains high profile presence
in East Asia, Western Europe, North America)
Sense of place
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Marketing Mix
Product
After-sales service
Range of goods & services
Quality & warranty
Product component includes:
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Marketing Mix
People
(i.e. linked to concepts of inseparability & variability - need for highly trained employees)
INVOLVEMENT:
Service personnel
Tourists (e.g. need to foster tourist sensitivity)
Local residents (i.e. culture & hospitality)
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Marketing Mix
People
DATABASE MARKETING
Comprehensive marketing strategy, based on memory of prior customers
Involves collection, accumulation & analysis of data on customer behavior & characteristics to inform subsequent marketing decisions
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Marketing Mix
Price
Profit-oriented pricing
Sales-oriented pricing
Competition-oriented pricing
PRICING TECHNIQUES:
Cost-oriented pricing
(i.e. establish costs first, then decide profit margin)
(e.g. market penetration, prestige pricing)
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Marketing Mix
Packaging
Refers to grouping together of two or more elements of the tourism experience
(e.g. flight, accommodation, attractions)
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Marketing Mix
Programming
Addition of special events, activities or programs to a product = more appeal & diversity
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Marketing Mix
Promotion
Promotion consists of:
Sales promotion
Presentation
Personal selling
Publicity
Merchandising
Advertising
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Marketing Mix
Promotion/advertising - TV
Large audience
Large # of channels = product must match program
ADVANTAGES
Most effective compared to other media
DISADVANTAGES
Expensive
Ads must capture viewer’s attention quickly & message must be conveyed rapidly
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Marketing Mix
Promotion/advertising - Radio
Access as many potential customers as
TV during working hours (9 a.m. - 5 p.m.)
No visual communication
ADVANTAGES
Relatively low cost
DISADVANTAGES
Usage declining
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Promotion/advertising – Newspapers & Magazines
Marketing Mix
Relatively inexpensive compared to TV
Advertisements can be misleading
ADVANTAGES
Accessed at any time (tangible & archived)
DISADVANTAGES
Print media assumes literate market
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Marketing Mix
Promotion/advertising - Brochures
Specialised – concentrates 100% on promotional effort
Short lifespan & readily discarded
ADVANTAGES
Most utilised form of promotion across tourism industry & within destinations
DISADVANTAGES
Not widely accessible
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Marketing Mix
Promotion/advertising - Internet
Anyone can develop a website
Proportion of market that can access computer is relatively small compared to TV
ADVANTAGES
Emerging mainstream media outlet = development of ‘webcasting’
DISADVANTAGES
Website can be outdated
E-postcards – Any disadvantages
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Marketing Mix
Partnerships
formed by businesses or organisations to take advantage of potential benefits
(e.g. cooperative product development, marketing, access to partner’s database)

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