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Unit 5. Operational marketing of tourism companies and products in…
Unit 5. Operational marketing of tourism companies and products in specialized tourism fairs and shows.
5.1. Be able to evaluate the factors for the decision making for participation
Undoubtedly, fairs and exhibitions play a very important role in the context of the marketing mix of the tourism sector.
Tourism fairs organized in many countries around the world are business support instruments for the promotion and sale of tourism destinations and services, which help to raise the market expectations of hoteliers, restaurateurs and tourism service providers.
Regardless of the type of fair in question, it is always advisable to carry out an evaluation of participation in the event.
In principle, the evaluation includes a series of different aspects, related to the nature of the fair, the marketing objectives pursued and the type of public attending, among others.
Whether or not to participate in certain fairs depends on a number of factors, among others:
The type of product we wish to promote and/or market.
The profile of the public attending the fair.
The costs related to the participation in the fair.
Once the decision to participate has been made, considering the economic and other efforts that must be made to be present at a fair, it is very important to evaluate the results of such participation.
5.2. Identify the different types of trade fairs
It is possible to distinguish four generations in the development of tourism fairs:
1st Generation. Image only.- Exposure type
are limited to providing information on tourist destinations, products and services, without marketing activities, so the investment is concentrated on setting up a spectacular stand, staffed by public relations personnel.
2nd Generation. Image - marketing mix
Marketing actions are beginning to be seen, although the image aspects are still very important, the investment in the stand is less spectacular, but includes spaces for attention to tourism professionals. Less open to the general public.
3rd Generation. Commercialization
The emphasis of these events is the closing of business deals, so the set-up of the exhibition areas is practically limited to the installation of offices and meeting rooms for the attention of professionals in the sector. These types of fairs are usually not open to the general public.
4th Generation. Pure Business
In recent years we have begun to see this type of marketing action, which consists of the organization of a retreat by a destination or a series of tourism service providers of a destination, to which the main wholesalers and travel operators of a given market are invited and in which the first moments are shared with various social and sports activities, in order to create an atmosphere of trust, so that in the following days business meetings are held.
This type of "fairs", as can be seen, is an organized, coordinated and sponsored effort by a country, state or tourist destination, which has a special interest in a given market and is very effective when there is prior knowledge on the part of buyers regarding the products and services offered by the destination.
At the same time, it is possible for a fair to contain distinctive features of fairs of different generations.
5.3. Analyze how to optimize the investment in trade shows
Tourism fairs and exhibitions, as a promotional tool, can be a very profitable instrument of the strategy, since they combine elements of sales promotion, public relations and direct sales; the success of participating in them demands adequate planning and a clear definition of objectives.
These events facilitate the creation of commercial approaches, which could cover a wide range of targets:
a) Direct sales, in the case of fairs open to the general public.
b) Launching of new products and/or destinations.
c) Contact with potential clients.
d) Penetration into new markets.
e) Creation and maintenance of clients/business relationships.
f) Market and product information (benchmarking).
g) Contacts with new tour operators or travel agents for the marketing of products.
h) Product marketing.
In the beginning, the strategic approach to tourism fairs and exhibitions was more related to image and public relations, in which the part of closing business deals was not very significant. In the early years of tourism fairs, many exhibitors justified their presence by arguing that the important thing was always to be present "because it was a place to be seen".
Some symptoms of this transformation can be found in:
It has gone from spectacular exhibition areas to functional premises, including private offices and meeting rooms.
Attention to visitors by commercial managers and not only by public relations personnel.
Increasing possibility of establishing relationships with end consumers, intermediaries, industry professionals and media more focused on the target and type of product presented at the fairs, i.e., the attendance of increasingly experienced, knowledgeable and demanding visitors.
5.4. Can learn how to make an analysis of tourism fairs.
Participating in tourism fairs makes it possible to establish contact with the main international operators and other groups involved in tourism, monitor market trends and the appearance of new products, which are basic inputs for actions aimed at expanding and diversifying the tourism offer.
For each of the fairs in which we participate, we develop advertising and informative material specially developed for the target audience.
In order to analyze tourism fairs, it must be taken into account that this event is attended by buyers, mainly wholesalers from the international market, and as mentioned above, practically the entire tourism offer of the country is presented in a combination of exhibition venues and business offices.
Objectives of the analysis of tourism fairs
Validly and reliably evaluate performance against your requirements and expectations.
Identify the degree of effectiveness as a strategic forum in the process of tourism trade negotiations.
Identify the overall satisfaction index of the participating segments.
Obtain objective information that will allow the Organizing Committee to identify areas of opportunity for improvement.
The main motivations for attending trade fairs are the follow-up of commercial relationships, meeting new suppliers and closing business deals, meeting new clients, and their promotion and image. Based on the above, we can say that participation in trade fairs has a situational character.
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