marketing in the travel and tourism industry l.
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Marketing in the Travel and Tourism Industry. BTEC Travel and Tourism. Definition. Marketing is about anticipating and identifying the wants and needs of a target market of consumers, then satisfying those needs in order to make a profit

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definition
Definition
  • Marketing is about anticipating and identifying the wants and needs of a target market of consumers, then satisfying those needs in order to make a profit
  • Firstly, travel and tourism organisations must understand their customers’ demands. This is the ‘anticipating’ and ‘identifying’ part of the definition
marketing research
Marketing Research
  • Anticipating and identifying demands depends on effective marketing research
  • Research into the existing and potential market
  • We will look into this in detail in the Activity
marketing research4
Marketing Research
  • Classifying customers according to socio-economic status, lifestyle, family circumstances, gender and so on
  • May involve primary research – surveys, observation, questionnaires
  • And/or secondary research – statistics and records, quantitative and qualitative
classifying customers
Classifying Customers
  • A target market consists of a whole group of potential customers, drawn from the whole population
  • It’s better to define the target market as a collection of ‘segments’
  • Each segment will have different characteristics
  • Each segment’s needs and wants must be satisfied
market segmentation
Market Segmentation
  • In the domestic tourism market the following segments may be involved:
  • VFR (look for a definition of this term during the Activity)
  • General business tourism
  • Holidays and breaks pre-family
  • Long holidays
  • Activity holidays
  • Group holidays
marketing mix
Marketing Mix
  • The way in which current and potential customers’ demands are satisfied depends on the marketing mix of the organisation’s products and services:
  • Traditionally 4 elements of the mix – Product, Price, Promotion and Place
  • In the modern travel and tourism industry it’s usual to look at 6
elements of the marketing mix
Elements of the Marketing Mix

Product or service

  • Quality
  • Value
  • Lifecycle
  • Perishability
  • Differentiation
  • Niche
elements of the marketing mix9
Elements of the Marketing Mix

Price

  • Seasonality
  • Strategies
  • Competitor analysis
  • Loss leadership
  • Skimming
elements of the marketing mix10
Elements of the Marketing Mix

Promotion

  • Advertising
  • Endorsements
  • Sponsorship
  • Methods – use of different media, brochures/leaflets, public relations, sales promotion, press releases
  • To gain attention/interest/desire/action
elements of the marketing mix11
Elements of the Marketing Mix

Place

  • Channels of distribution
  • Getting tourism services to customers
  • Retail services such as travel agents
  • Direct marketing through targeted mail outs
  • Electronic methods, such as using the Internet
  • The growth of technology
elements of the marketing mix12
Elements of the Marketing Mix

People

  • Employees
  • Management
  • Culture of organisation
  • Attitude to customer service
elements of the marketing mix13
Elements of the Marketing Mix

Planning

  • Mission statements
  • Deciding on objectives
  • ‘What are we trying to achieve?’ – profit, cut the competition, boost share of market, enter new markets and so on