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Tourism Marketing Mix | Skyline College

Intangible nature of product, thus quality control much more difficult, The product can never travel to the customer, the customer has to reach a place, Significant time spent on travel to & fro the destination rather than the actual trip, Includes many components like transportation, food & beverage, shops, entertainment, aesthetics & special events.

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Tourism Marketing Mix | Skyline College

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  1. Tourism Marketing Mix - Aritro Dasgupta

  2. Differentiators of Tourism Marketing • Intangible nature of product, thus quality control much more difficult • The product can never travel to the customer, the customer has to reach a place • Significant time spent on travel to & fro the destination rather than the actual trip • Includes many components like transportation, food & beverage, shops, entertainment, aesthetics & special events

  3. Factors to Consider • Anticipation of market changes • Highly competitive market • Social & environment consideration • Consumer power

  4. Marketing Mix- 4 Cs • Consumer Solution (Product) • Cost to User (Price) • Convenience (Place) • Communication (Promotion)

  5. Customer Solution • Product must solve perceived problem of customer when he/she has multiple other offers to choose from • Must be linked with perceived utility; while real value is crucial, perceived value becomes even more so given the service nature • Purpose of tourism product must be clear; purpose may be: • Religious • Leisure • Adventure • Medical • Business

  6. Cost • India is a price sensitive market • Especially important to areas which provide ‘basic’ needs like religious sites or areas where business travel is high • Spending components may be broadly categorized as: • Transportation • Stay • Actual tourist activity

  7. Convenience • Addresses question of user-friendliness of destination • Safety & security • Local travel options • Places of stay • Cuisines/ quality of food

  8. Communication • Marketer has to understand stimuli which potential consumer is looking for • Some marketers believe there is no place on earth that can’t be sold, its all about communication

  9. Thank You

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