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Unit 1. Strategic marketing of tourism companies and products - Coggle…

- - - - The main instrument available to stimulate the operation of the tourism system and thus to exchange tourist flows to receptive regions, so that their effectiveness, to a large extent, the success of tourism development plans undertaken by countries and destinations.
- - - - 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.
  - - - It is an instrument with which it is possible to act, within limits, with speed and flexibility, more so than with other marketing instruments.
        
        It has an important psychological impact on the consumer or user. It is used by the consumer to evaluate the quality of the product .
  - - - Communication is not enough to have a good product/service, and to market it through the most appropriate distribution channel, with a good price.
        /and marketing it through the most appropriate distribution channel, with a good price. It is also necessary to communicate its existence.
        
        The instruments to carry out this activity form what is called the communication mix:
        
        Advertising: Non-personal, paid communication for the presentation and promotion of goods, services or ideas, carried out by an identified sponsor.
        
        its objectives are:
        
        Inform, persuade and keep the memory.
        
        Tools: Mass media, circulars, letters.
        
        Sales promotion: Short-term incentives to encourage the purchase of a product or service.
        
        Tools: Discounts, more content for the same price, direct or deferred gifts, sweepstakes, samples, tastings.
- - - - Promotion and publicity in this regard, as well as the cooperation of tourism companies, are actions of vital importance to ensure the success of this strategy.
  - - - In both cases, the forms of promotion should take advantage of modern technology for advertising graphic design, cable and satellite television, magazines, magazines, newspapers and weeklies, both in circulation and internationally.
        
        The use of posters and brochures is quite convenient, but there are limitations to their distribution and/or getting the information to potential clients. However, serious research should be undertaken to decide on the most suitable means of promotion.
  - - - Public companies sometimes sell part of their shares to private individuals, but they are considered public as long as 51% of the shares are held by the public sector.
  - - - a. Formulation of integrated tourism development and marketing plans.
        b. Establishment of tourist information agencies
        c. Creation of tourism associations with the participation of both the public and private sectors, such as chambers, corporations and organizations of integral cooperation for tourism development and formulation of tourism operation policies at the regional, national and international levels.
- - - - There are companies whose main function is the intermediation between the client/tourist and the producers of the different services.