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Unit 6. Tourism Marketing - Coggle Diagram
Unit 6. Tourism Marketing
6.1. Tourism marketing. Tourism promotion and advertising
Tourism marketing is distinguished from product marketing by the nature of demand and by the operational characteristics of the suppliers of tourism services. The forms of promotion and distribution also have their own specific characteristics.
Advertising is an activity through which the firm transmits persuasive communications to potential consumers of a good or service.
Objective purposes of advertising:
To make potential buyers respond more favorably to the firm's offer.
Provide information to consumers, trying to modify their tastes and presenting them with reasons to prefer the attractions and complementary services promoted by the company.
In tourism, the advertising strategy is of radical importance given the immobility of goods / services. This means that consumers must travel to the places of consumption in order to enjoy them.
such products as:
attractions, transportation, lodging and food.
6.2. Technical characteristics of the tourism product
The tourism product is mainly a set of services, composed of a mixture or combination of elements of the tourism industry.
is made up of
by the set of natural, cultural and structural aspects that make a place an attractive place to visit. The first part of the tourist product is constituted by the services created to facilitate the permanence of the man in the distant places to the habitual one. In the other part we try to study those natural and cultural elements that by their own characteristics possess what is necessary for the individual to fully satisfy his tourist activities and motivations.
From a marketing point of view, it is the first and most important marketing mix variable.
If a company does not have the right product to stimulate demand, it cannot effectively carry out any commercial action. It can be said that the product is the starting point of the marketing strategy.
From a commercial point of view, product designates any good or service, or combination of both, that possesses a set of physical and psychological attributes that the consumer considers a good to have in order to satisfy his wants or needs.
6.3. Differential characteristics of the product-service in tourism and hotel industry
Intangibility. Tourism products have some tangible and some intangible components.
Tangibility can be seen in the hotel bed, the overbooking, the quality of the food. The tangible part is the tourism product itself, as offered by the tourism services company.
Intangibility is deduced from the fact that the characteristics of the components of a tourism product cannot be tested by means of the senses. Tourists generate expectations, they imagine what the product is like, what use they will make of it, and what results they expect to obtain. This component of intangibility means that consumers are not sure of what they are buying, nor of the benefit they are really going to obtain when they consume the product.
Shelf life. Tourist products cannot be stored.
Aggregability and substitutability. The tourism product is formed from the aggregation of several components, some of which can be immediately substituted by others.
Heterogeneity. The tourism product is made up of many parts, and conditioned by many factors.
Subjectivity, individuality, immediacy and simultaneity of production and consumption. It is subjective because it depends on the conditions in which clients and borrower are at the moment of consumption.
6.4. The process and phases of tourism marketing
Planning at the corporate, divisional and business levels is an integral part of the marketing process.
Being the task of any business to deliver value to the market by making a profit they concentrate on that process:
the traditional perspective which is when the company makes something and then sells it and in the second half of the value delivery process marketing comes in where the company knows what to do and that the market will buy enough units to generate profit.
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Marketing comprises several basic processes:
a. Connecting sellers and buyers.
b. Supply of goods to choose from in sufficient quantity to attract interest and satisfy consumer needs.
c. Persuade potential buyers to acquire favorable attitudes toward certain products.
d. Maintenance of an acceptable price level.
e. Physical distribution of the products, from the manufacturing centers to the points of purchase or with the use of additional warehouses conveniently located.
f. Achieve an adequate level of sales.
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