Tourism and Hospitality Marketing-A presentation on it’s uniqueness

presented by-Sushma Sahu

Institute of Tourism & Hotel Management, Pt. Ravishankar

Shukla University, Raipur (CG)

Introduction-Marketing is the process for getting a

company's product or service out to consumers.

Tourism and Hospitality marketing is how segments of the tourism industry such as transportation, hotels, restaurants, resorts, amusement parks and other entertainment and accommodations businesses promote their products or services.

The following summarizes the three main components of the marketing concept that we have addressed above: 1) Customers’ needs/ wants/ demands – the focus of the marketing concept is to satisfy customers’ needs, wants, and demands;2) Profitability – companies aim to generate profits by satisfying their customers’ demands better than their competitors;3) Integrated marketing – marketing is a concerted effort from all personnel within a company.

Tourism and Hospitality are service industry.

Therefore, a different approach Is required for its implementation.

The special features of tourism and hospitality marketing are….

The uniqueness-INTANGIBILITY INSEPERABILITYPERISHABILITYHIGH UNSTABLE DEMANDVARIABILITYMOTIVATIONSDOMINANT ROLE OF INTERMEDIATESBRAND MARKETINGEMOTIONAL MARKETINGAFFINITY MARKETINGNO OWNERSHIP

INTANGIBILITY

Services cannot be seen, tasted, felt, heard, or smelled before they are purchased.

In the tourism and hospitality industry many of the product sold, are only experiences.

INSEPERABILITYIn tourism and hospitality services, both the

service provider and the customer must be present for the transaction to occur.

Service inseparability also means that customers are the part of a product.

Another implication is that customers and employees must understand the service delivery system because they are coproducing the service.

PERISHABILITYServices cannot be stored.

If a service is unused, it is wasted.

Ex-if a hotel of 100 rooms does not gets reservation for 40 rooms, the 40 rooms cannot be stored away.

HIGH UNSTABLE DEMANDIn tourism and hospitality industry, the

demand is influenced by factors such as economic , political, natural disasters etc.

Seasonal changes greatly affect the demand of products.

Eg- many tourist areas have short tourism buisness months.

VARIABILITYServices are highly variable.

The quality of services depends when ,where and by whom are they provided.

The simultaneous production and consumption of services makes it difficult to maintain their consistency, specially during peak periods.

MOTIVATIONS

Motivation here refers to the subjective and objective reasons, expectation and desires which influence tourist choice for a certain destination.

Different individuals can make same or different choices for entirely different or mutually exclusive reasons.

DOMINANT ROLE OF INTERMEDIATESIntermediates here refers to

-tour operators-travel agents-hotel brokers

These play a very important role as they eventually enjoy superior marketing strength.

BRAND MARKETING

Brands are defined as unique elements that identify a product and set it apart from others.

Advantages- - Memorability.- Loyalty. - Familiarity- Premium image, premium price- Greater company equity- Lower marketing expenses- For consumers, less risk

Emotional Marketing

The use of words, signs, and/or symbols aimed at soliciting some set of emotions, such as- joy, excitement, relaxation from a target audience.

Affinity MarketingMarketing programs sponsored by

organizations that solicit “involvement” by individuals who share a common interest and/or activity

Seeks to get consumers to buy and use a particular product based upon a shared activity or interestI.e., credit card companies

NO OwnershipTourism attractions have no ownership, as

well as no ownership passes from seller to buyer in tourism industry. The buyer only acquires the right to certain benefits for specific time period of what the seller offers.

Marketing is also about:

Place (location)Distribution (making the product readily

available)Pricing (the cost and profit margins)Product image (how the product is

perceived)Promotion (communication to the market

via advertising, public relations, and sales promotion)

Relationship marketing

Any Queries