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Unit 2. Tourism marketing and product promotion - Coggle Diagram
Unit 2. Tourism marketing and product promotion
2.1. Tourism markets and types of tourism business products/services
The Tourism Market is where the supply of tourism products and services and the demand that is interested and motivated in consuming those tourism products and services converge.
Tourism markets refer to the point of contact between tourists and tourism operators, i.e. tourism supply and demand.
The global tourism market for a given tourism product is very heterogeneous, therefore, in order to study it, it is necessary to carry out market segmentation.
The market segmentation is carried out considering the following main divisions as follows:
reason for visiting a certain place, nights spent, means of transportation used, type of lodging preferred, type of food preferred, type of shopping, activity or occupation, monthly income, place of origin, sex, age, and main destination.
Tourism products are tourism packages. Tourist destinations are considered tourism products aimed at satisfying the needs of tourists or potential consumers.
2.2. Distribution channels: conventional and TIC’s. based.
Conventional channels are highly fragmented networks in which casually aligned wholesale manufacturers and retailers bargain with each other at arm's length, aggressively negotiating sales terms that otherwise behave autonomously.
In contrast, vertical marketing systems are professionally managed and centrally programmed networks, designed in advance to achieve economies of operation and maximum market impact.
They offer elective competition to marketing channels by achieving impressive economies of scale through their size, bargaining power and elimination of duplicate services.
Vertical marketing systems (SMV). They have emerged to challenge conventional marketing channels. They consist of producers, wholesalers and retailers acting as a unified system. One member of the channel owns the others, has contracts with them, or wields so much power that they all cooperate. The SMV may be dominated by the producer, the wholesaler or the retailer.
There are three main types of SVMs:
Corporate SMV: Coordination and control of conflict is achieved through common ownership at different levels of the channel.
Contractual SMV: Achieved through contractual agreements between channel members. Contractual SMVs are: voluntary chains sponsored by wholesalers, retailer cooperatives and franchise organizations.
Administrative SMV: One or more dominant members in the channel assume leadership.
2.3. Promotion of tourism products oriented to the final consumer
Pull strategy: The producer directs the promotion of the product directly to the final consumer, taking full responsibility for all activities, with the objective of promoting product demand and attracting the consumer to the distribution channel.
The product is a set of physical or psychological tributes that a consumer considers a tangible (physical) good or service to have.
In tourism, there are two possibilities:
product + service (product: without service they almost do not exist)
pure service (travel guide)
Pure service a service is a set of activities that are intended to satisfy needs that are not presented in the form of a material good.
Based on this we have to talk about two approaches:
The product seen from the tourism company's point of view, which is made up of three elements:
core: the main benefit (through which the whole product concept is built)
Generic product (from Levitt -author-). It is the tangible product, the basic version of the product. The basic or main benefit is the investment par excellence but we have to make it tangible, so the generic product is the globality of the product (hotel: dining room, bed, reception...).
Expected product: when we acquire a product we expect it to have certain characteristics and we no longer ask if this product has these conditions. For example: hot water in a 4-star hotel; we expect it to have.
Potential product: it is about leaving the doors of this product open for the future.to evolve and for possible improvements in the future. I have to do this because the evolution of all products is the same. If this evolution is not given, you go from an incremental product to an expected product and with this there is no differentiation.
Example of a campsite:
Generic product
: camping facilities (plots, toilets, reception, electricity, water...)
Added value
: bar, swimming pool, sports facilities, supermarket, bungalow rental, restaurant, tourist animation...
2.4. Promotion of tourism products aimed at professionals in the sector
La promoción turística dirigida a los profesionales del sector se realiza a través de las siguientes actividades:
International Tourism Fairs
Massive events in which tourism promotion offices and exhibitors from different sectors of the tourism industry participate.
Workshops
Working meetings where updated information on the country's tourism is provided and direct negotiations are held between domestic and foreign tour operators; personalized visits to tour operators, travel planners and academic institutions.
Press Tours
Familiarization trips designed especially for the tourism press are organized in order to use the information distribution networks of the media to reach selected audiences and publicize tourist attractions.
Fam Trips
Familiarization trips specially designed for foreign tour operators and travel agents are organized to introduce them to the country's tourist attractions.
Milagros Camacho 8-870-401
