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Tourism Marketing Environment

Tourism is service industry; no physical commodity sold but experience, thus marketing is particularly essential, many parts of the world have equal potential to sell as destination but only some measure up on the actual revenues purely due to marketing, marketing can be in various forms, unconventional routes to marketing exist.

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Tourism Marketing Environment

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  1. Tourism Marketing Environment - Aritro Dasgupta

  2. Tourism Marketing • Tourism is service industry; no physical commodity sold but experience • Thus marketing is particularly essential • Many parts of the world have equal potential to sell as destination but only some measure up on the actual revenues purely due to marketing • Marketing can be in various forms • Unconventional routes to marketing exist; no 1 correct path; deviations from conventional hills, monuments, wildlife & beaches

  3. Unconventional Destinations • Kenya has slum tourism • Senegal, Angola, Ghana have former slave trading posts as tourist destinations • Concentration camps in Poland • Verona markets itself as place of ‘eternal unfulfilled romance’ as the setting of Romeo & Juliet • Pamplona in Spain famous as destination of the bull fight & subsequent races

  4. Market Environment • Tourism is part of society thus influenced by macro environment • Government policies, relations with other countries, climate changes, demographics, economic levels, perceptions etc. all have an impact

  5. Constituents of Market Environment • Demographic environment • Economic environment • Natural environment • Technological environment • Political environment • Socio-cultural environment

  6. Porter’s 5 Forces Model • New entrants • Threat of substitutes • Buyers • Suppliers • Rivalry between existing competitors

  7. PEST Analysis • Political • Economic • Social • Technological

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