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“Theory of Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”

Department of Tourism, Fudan University, Shanghai, China , 2009

Theory of

Tourism Marketing Management



Chapter 1 “Introduction to Tourism Marketing”

Chapter 9 “Channels of Tourism Distribution”

Chapter 8 “Policies of Tourism Price”

Chapter 7 “Policies of Tourism Product”

Chapter 6 “Segmentation of Tourism Marketing”

Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation”

Chapter 4 “Impacted Factors of Tourist Behaviors”

Chapter 3 “Environment of Tourism Marketing”

Chapter 2 “Investigation of Tourism Marketing Survey”

Chapter 11 “Management of Tourism Marketing”

Chapter 10 “Policies of Tourism Marketing”

Chapter 1 “Introduction to Tourism Marketing”



Chapter 1:

Introduction to Tourism Marketing Management

Objectives

Summaries

Key Concepts

Exercises



To learn the significances, characters, objects,

evolvement and process of marketing

To learn the significances, characters, objects,

evolvement and process, as well as objects,

contents and methods of tourist marketing

Objectives



Section 1:

Introduction to Marketing

Section 2:

Introduction to Tourism Marketing



Customer Orientation

Marketing for

Hospitality and Tourism



The Definitions of Tourism

Tourism is thus a multi-faceted activity and a geographically

complex one as different services are sought and supplied

at different stages from the origin to destination.

Moreover, in any country or region there is likely to be

a number of origins and destinations, with most places

having both generating (origin) and receiving (destination) functions.

(Pearce, 1989, p. 2)



Travel Routes

or Regions

Generating Zones Receiving zones Transitory

Destinations

(stop-offs on route)

Tourism Flows

This is the essence of

tourism marketing:

the attraction of a

potential visitor from a

generating area to a

receiving destination



Classification of Travelers

Source: World Tourism Organization

Holidays

Culture

Active sports

Relatives and

Friends

Other

pleasure

purpose

Meeting

Mission

Business

Studies

Health

Transit

Vairous

Pleasure

Professional

Other

tourist motives

Purpose

of visit

Travelers

Included in tourism statistics

Visitors

Tourists (1) Excursionists(3)

Non-nationals

(foreigners)

Nationals residents

abroad

Cruise

passengers (4)

Day visitors

(5)

Crews (6)Crew members (non-resident)

(2)

Border

workers

Nomads Transit

Passengers

(8)

Refugees Members of the

armed forces (7)

Representation of

consulates (7)

Diplomats (7) Temporary

immigrants

Permanent

immigrants

Not included in tourism

statistics

1. Tourists: Visitors who spend at least

one night in the country visited.

Crew members (non-resident): Foreign air

or ship crews docked or in lay over and who

use the accommodation establishments of

the country visited.

3. Excursionist: Visitors who do not spend the

night in the country visited although they may

visit the country during one day or more and

return their ship or train to sleep.

4. Cruise passengers: Normally included in

excursionists. Separate classification of

these visitors is nevertheless recommended.

5. Day visitors: Visitor who come and leave

the same day.

6. Crews: Crews who are not residents of

the country visited and who stay in the

country for the day.

7. Member of the armed forces, representation of

consulates, diplomats: When they travel from

their country of origin lo the fluty station and

vice-versa (including household servants and

dependants accompanying or joining them.)

8. Transit passengers: Who do not leave the

transit area of the airport or the port. In certain

countries, transit may involve case, they should

be included in the visitors statistics.



The definition of tourism encompasses

four overlapping phases of consumer activity:

1. Pre-purchase activity such as finding information,

discussing the prospect with friends and family,

booking the holiday or travel arrangements for a day visit,

and preparation before travel;

2. The journey to and from the destination, possibly including

an overnight stop en route;

3. The activities undertaken at the destination, which might be uniform

in nature or characterized by a very wide range of activities;

4. Post-consumptive behavior such as processing photographs,

and talking about experiences.



Principles of tourism

1. Tourism is an amalgam of phenomena and relationships.

2. Two elements, the journey to the destination (dynamic element)

and the stay (static element), are fundamental.

3. This type of activity takes place away from the normal place of

residence and work and is therefore different to those enjoyed

by residents in the areas through which the visitor travels or stays.

4. Movement is short term and is intended to be of a temporary nature.

5. Visits to destinations take place for a number of reasons,

but exclude taking up permanent residence or employment,

which is remunerated.

6. Tourism includes the activities of day visitors or excursionists.

7. It concerns primarily the consumption of a wide range of products

and services, provided by public and private organizations.

8. It is not an entirely neutral process but can involve considerable benefits

and dis-benefits to society.



Tourism, Recreation and Leisure

Leisure: Leisure can be thought of as a combined measure of

time and attitude of mind to create periods of time when other

obligations are at a minimum.

Recreation: Recreation is defined as a legitimate pursuit or activity

undertaken during such leisure time, which tends to be mainly

home or locally based.

Tourism: Tourism sits at the other end of the spectrum in terms of the

level of organization, distance traveled and often

spending undertaken in the pursuit of a variety of pastimes.Different Location

Different Patters of

Behavior



Technical Definitions: Tourism

Traveler, visitor or tourist Terms used to describe a person traveling to and staying in a

place away from their usual environment for more than one

night but less than one year, for leisure, business and other

purposes.

International Tourism Travel between countries by various modes of travel for the

purpose of tourism. This can be subdivided as follows:

Long Haul Travel which involves long distances (say over 1000 miles)

for example, between continents.

Short Haul Travel between countries which involves shorter distances or

travel time (say 250-1000 miles).

Inbound Visits to a country by non-residents (importation of overseas

currency).

Outbound Visits by residents of one country to another country

(exporting currency to other countries).

Internal Tourism Travel by residents in their own country.

Domestic Tourism Internal travel and inbound tourism in total.

National Tourism Internal travel and outbound tourism.

Excursionist or

Same Day Visitors

Visitors who begin and end their visit from the same base

(home or holiday base) within the same 24 hour period.



Tourism Supply Sectors

Transport Sector

(international and national)

Airlines

Road transport providers

Car rental

Railways

Bus and coach companies

Ferries

Fixed track systems, etc.




Tourism Media

• TV and Radio

• Video

• Travel Guides

• Communication Systems-Internet, etc.




Travel Distributors

(international and national)

• Tour operators

• Retail travel agencies

• Business travel houses

• Event and conference organizers

• Incentive travel

• Wholesalers

• Direct booking system

• Computer reservation systems, etc.




Destinations

• National tourism organizations

• Regional tourism organization /

associations

• Area tourism organization

• City bureaus of tourism

• Tourism association

• Local authorities




Hospitality:

Accommodation

• Hotels

• Inns, motels

• Resort complexes

• Villas, house

• Bed and breakfast

• Caravan/ camping

• Farmhouse, gifts

• Youth hostels

• Conferences/meetings

• Visiting friends and relatives, etc.




Transports as Tourism

• Tourists Bus

• Funiculars, Steam Railways

• Cycling and Walking Holidays

• Local Ferries

• Metro and Trams

• Road Trains

• Canals / Rivers, etc.




Visitor Attractions

• Theatres

• Museums

• Historic Homes

• Art Galleries

• Gardens

• Entertainment

• Retail / Leisure Complex, etc.




Local Community

• Unpaid Supply Element

• Supply Sectors Serving Tourism Sector

• Place and Sense of Pride, etc.




Hospitality: Food and Beverage

Restaurants

• Cafes, fast food

• Bars

• Roadside houses allied to accommodation, etc.




Natural / Human Attractions

• Natural Features

• Open Spaces, Parks, Promenades

• Markets

• Historic Quarters

• National Parks

• Amenities, etc.




Event and Entertainment

• Events

• Arts and Culture

• Entertainment

• Stadiums

•Concert Halls, etc.



Customer Orientation

Marketing for

Hospitality and Tourism

Hospitality Marketing



企业名称 1996年销售额（10亿美元）

McDonald's 31.81

Burger King 9.01

KFC 8.20

Pizza Hut 7.48

Weindy’s 4.70

Taco Bell 4.4l

Hardee’s 4.08

Subway Sandwiches and Salads 3.20

Domino’s Pizza 2.80

Dairy Queen 2.50

Little Caesars 2.00

Arby’s l.07

Denny’s l.93

Red Lobster I.90

Dunkin Donut l.84

Applebee’s Neighborhood Grill & Bar l.54

The Olive Garden l.30

Jack In the Box l.22

Shoney’s 1.20

Boston Market 1.16

T.G.I. Friday 1.14

Chili’s Grill & Bar 1.10

Outback Steakhouse 1.07

Sonic Drive-Ins 1.01

Eatery Enterprises in USA

with Revenue of over 1 Billion US Dollars



The Largest International Join-Hotels in the World

饭店联号客房数拥有饭店数

1、接待业特许经营系统 411170 4152

2、国际假日饭店 352483 187l

3、精品国际 285010 3213

4、景佳西部国际 276769 3430

5、马里奥特公司 174052 806

6、希尔顿饭店公司 94.718 229

7、IBL有限公司 87015 769

8、普劳摩斯有限公司（The Promus Companies Inc.） 80736 532

9、ITT喜来登公司 128225 397

10、卡尔森饭店公司 76828 346

11、凯悦饭店公司 76920 747

12、福特饭店集团（Forte Hotels） 85603 950

13、拉昆塔汽车旅馆 28951 224

14、优先饭店集团（Preferred Hotels） 35254 147

15、两棵树饭店公司 25023 99

16、红屋顶客栈 23432 210

17、国际饭店集团 23795 373

18、骑士客饯 58319 285

19、威斯汀饭店与度假地集团 58391 70

20、R&Bb房地产集团 28084 38



Significance

of Marketing

First, it refers to the economic

activities of marketing.

Second, it is a discipline of

management studying marketing

activities.

Marketing is a social &

managerial process that a

person and group to create

products and values and

exchange so as to satisfy

their needs and desires.



营销核心观念Core marketing

concepts

Need

Market Want

Transaction

Demand

ProductExchange

Core Marketing Concepts

人类可能有很多复杂的需要。人类具有许多复杂的需要，其中包括基本的生理需要、安全需要、社会需要、自我实

现需要等。

欲求：欲求是指人们沟通需要的方式。需求：人们的要求几乎无穷

无尽，但购买力却有限。他们选择的产品将是那些花一定数量的钱却可从中获得最大满足的产品。当欲求要靠购买力来支撑时，就变成了

需求。

产品是能够提供到市场开被注意、获得、使用或消费以及能满足人们的需要或欲求的任何东

西。

交换是以某物为代价从另外的人那里取得所需

之物的行为。

交易：一笔交易是营销的度且单位。一笔交易是由交易双方之间贸易

的价值量构成的。

市场：市场是可能与卖者交易的现实和潜在买

者构成的集合。



Ellsworth Statler (1863-1928)

Ralph Hitz (1891-1940)

J. Willard Marriott (1900-1985)

Ray Kroc (1902-1984)

Cases of Some Great

Marketing Precursors



Discussions

1、为什么要学习营销学？2、许多管理人员都把企业的经营目标看作是追求利润，有些则看作是创造

并维持顾客。请解释这些不同的观点将如何影响公司与顾客之间的互动关系。如果一位经理将企业目标看做是创造并维持顾客，这是否意味着该经理不关心利润?

3、一位住在你的饭店的顾客抱怨说房间里的空调不工作，而且因此他一夜没有睡好。你该怎么办?

4、举一个具体例子来说明处于旅游业两个不同领域的企业如何联合以形成竞争优势。5、一家餐馆由于连续10年提供品质如一的食品而闻名遐尔。该餐馆每当周末便爆满，

而平时也不错。餐馆的经理声言，他们并没有做什么营销活动，因为没有必要去做，他们现在的生意很好。这个餐馆真的没有做什么营销努力吗?

6、美国三角航空公司决定自1995年1月起在所有航班上实行禁烟。这项决定会失去那些吸烟的客人。站在三角航空公司的角度，你认为禁烟决定是明智之举吗?

7、假设去麦当劳拜购买一份三明治。注意对方所问你的问题，观察他们是如何处理一些特殊订餐的。然后，再去另一家快餐店，如万代餐馆、汉堡大王或当地的比萨店，也买一份三明治或比萨。注意在那里你被问了哪些问题，以及特殊订餐的处理方式与你在麦当劳所见是否一样。

------你观察到处理订餐的方式有什么明显的不同吗?

------考虑一下你所见到的差异。你认为这些餐馆有不同的营销哲学观念吗?

------哪一家的观念最接近市场营销观念?是否有哪一家比较接近销售或生产观念？



Main body of marketing needs to exchange by market,

or supply product & service for market,

Buy product and service by market

Marketing is all-round management & selling activities

which is in all fields of production,

communication & consumption.

Commodity of marketing includes not only single

pure product, but non-material product

such as thought, labor & service.

Purpose of marketing is to satisfy various need &

desire of people, to realize actual exchange

activity by exchange potential exchange in market

Core Contents

Of Marketing



The Nature/Character

of Marketing

Scientific Application

Wide Colligation

Strong Practice

Outstanding Art



Scanning the

Marketing Environment

Designing Marketing

Products

Developing Marketing

Strategies

Delivering Marketing

Programs

Managing the Total

Marketing Efforts

Research Contents

of Marketing



Research Contents

of Marketing

市场调研

需求预测

旅游计划

市场发展

产品设计

产前活动

生产过程

产后活动

顾客需求

消费过程

售后活动

企业整体经营活动

生产领域流通领域消费领域

信息反馈信息追踪

售后服务



Research Method of Western

Marketing

Research Method

of Marketing

Research method of western

traditional marketing

Research method of western

modern marketing

Commodity Approach

Functional Approach

Institutional Approach

Managerial Approach

Social Approach

System Approach



The Development

of Marketing

Elementary StageStage 1

Applying StageStage 2

Renovating StageStage 3

The 2nd Renovating StageStage 4



Social Marketing Orientation ConceptEvolving Process

Evolution of

Marketing Concepts

Production Orientation ConceptEvolving Process

Product Orientation ConceptEvolving Process

Selling Orientation ConceptEvolving Process

Marketing Orientation ConceptEvolving Process

Mage-Marketing Orientation ConceptEvolving Process



Some Important Concepts

of Marketing in the 20s Century

Decade Concepts Man who Suggested

1950s

市场营销组合（1950）产品生命周期（1950）品牌形象（1955）市场细分（1956）市场营销观念（1957）营销审计（1959）

尼尔鲍顿齐尔迪安西德尔莱维温德尔史密斯约翰麦克金特立克艾贝肖克曼

1960s

“4P’s”组合（1960）营销近视（1961）贴近生活营销（1963）买方行为理论（1967）扩大营销概念（1969）

杰罗姆麦克锡西奥多莱维特威廉莱泽约翰霍华德杰克逊西斯西德尼莱维菲利普科特勒

1970s

社会营销（1971）低度营销（1971）定位（1972年）宏观与微观营销（1976）战略营销（1976）服务营销（1977）

杰拉尔德泽尔曼菲利普科特勒西德尼莱维菲利普科特勒杰克特鲁塔麦卡西波士顿咨询公司林恩萧斯塔克



Some Important Concepts

of Marketing in the 20s Century

Decade Concepts Man who Suggested

1980s

营销战（1981）内部营销（1981）全球营销（1983）直接营销（1984）大市场营销（1984）竞争营销（1985）关系营销（1985）“10P’s”理论（1986）

雷维辛格菲利普科特勒克里斯顿格罗斯西奥多莱维特乔治道宁菲利普科特勒兰戈登巴巴拉本德杰克逊菲利普科特勒

1990s

定制营销（1991）营销网络系统（1991）整体市场营销（1992）

斯坦莱戴维斯约翰逊菲利普科特勒



12 P

6P: 4P + political power(政治权力)+ public relation(公共关系)

10P: 6P + 研究（Probing）+划分（Partitioning）+优先（Prioritizing）+定位（Positioning）

12P: 10P + 人（people）+包装（packing）

4C: 客户价值（Customer value)

+客户成本（Customer cost）+购买便利性（Convenience）+交流（Communication）



Comparisons Between Marketing Modes Oriented

in Customers and Products

Items

项目Selling / Product Orientation

销售导向/产品导向marketing Orientation

营销导向

对顾客的态度努力降低成本，以生产出更多产品，令顾客满意顾客的需要决定企业的战略

产品供应企业销售自己能生产的产品企业生产可以卖掉的产品

市场调研的作用明确顾客使用这种产品的反应明确顾客的需要及企业如何能满足这种需要

创新的动力侧重于技术和控制成本侧重于寻找新的市场机会

利润的重要性扣除成本后的余数一个重要目标

顾客信誉的作用被视为一种必然不好的事情被视为一种顾客服务

包装的作用只是用于保护产品为了方便顾客的一种销售手段

库存量方便生产考虑顾客的要求和成本

运输安排被视为生产和存储的延伸，强调尽可能降低成本被视为顾客服务

广告重点产品特征及产品制造工艺产品和服务在满足需要方面带给顾客利益

销售人员作用向顾客推销，不注意协调企业其它部门对促销作用

在产品满足顾客需要情况下帮助顾客购买，并协调与企业其它部门之间的关系

与顾客关系短期关系，即交易结束，关系也同时结束关注顾客的售前和售后满意度，保持与顾客的长远关系



观念concepts

出发点Starting

point

关注重点Key

attentions

营销方法Marketing

method

营销目标Marketing objectives

生产导向观念Conception of

production

orientation

企业enterprises

生产production

扩大生产降低成本

To enlarge production

To decrease cost

通过扩大生产获得利润

benefit by production

enlargement

产品导向观念Conception of

Product orientation

企业enterprises

产品product

生产优质产品Production of good-

quality products

通过优质生产获得利润

benefit by good-quality

production

销售导向观念Conception of

selling orientation

企业enterprises

产品product

推销和保销Promotion &

Keeping Marketing

通过销售获得利润

benefit by selling

营销导向观念conceptions of

marketing

orientation

市场market

消费者需求Consumer

demand

整体营销Integer Market

通过消费者满意获得利润

benefit by customer

satisfaction

社会营销导向观念Conception of

Social marketing

orientation

社会society

社会长远利益Social long

benefit

战略营销Strategy Marketing

通过社会满意获得利润

benefit by social satisfaction

Comparisons among Various Marketing Concepts



更多实例……

Cases

坎昆和巴拉德罗旅游业成功的启迪



Relative Links

2005年中国旅游营销十大事件

In the year of 2005, 10 major tourism

marketing events in China

更多链接……

More links



Section 1:

Introduction to Marketing

Section 2:

Introduction to Tourism Marketing



Defining Tourism

Marketing

Tourism Consumer as Orientation,

Exchange as Core

Dynamic Management Process

Wide Suitable Areas



Different Features of Tourist Products

Characters of

Tourism Marketing

More Diversified Types of Tourism

Distribution Channels

Pay More Attention to Tourist Management

More Relying on Coordination of Departments

Products were more easily modified

Different Controlling of Tourist Quality



无形性 Intangibility

Service Features of

Tourism Marketing



underlying principles of tourism service marketing

Principle Explanation Implications

Intangibility Unlike products, services are

mainly intangible by nature.

It is impossible for the

consumer to touch, smell, feel

or hear the service offering in

the same way as they can test

a product

Tourism marketers tend to

“ tangibilize” the tourism

offering in brochures and

videos - visual displays of

the real thing



Goods-services continuum in tourism

Landscape/built environment

Food and beverage provision

Restaurant meals

Transportation provision

Visitor attractions

Travel intermediaries

Insurance and finance services

Local communities and culture

The holiday

Intangible

services

Tangible

products




Service Features of

Tourism Marketing

不可分割性 Inseparability





Inseparability The service provision and

consumption occur at the

same time and both provider

and consumer interact in the

process of delivery. This

obviously is why

standardization of service is

so difficult as consumer

involvement is high

Marketers attempt to devise

delivery systems which ease

interaction and invest in

campaigns to educate staff

and consumers as to how to

get the best from the

interaction. Training in

hotels emphasizes how staff

can manage the interaction




Service features of

Tourism marketing


变动性 Mobility




Service features of

Tourism marketing


变动性 Mobility

不可储存性 Perishability



Underlying principles of tourism service marketing


Perishability It is not possible to store

services. An unoccupied seat

on a train or bed in a guest

house is lost forever unlike a

product which can be

stockpiled until demand rises

once more

The management task

emphasizes managing

demand and capacity to a

degree of fine tuning. For

example, airlines offer

standby fares to those

willing to fill unexpected

empty seats at short notice




Service features of

Tourism marketing


变动性 Mobility


异质性 Heterogeneity





Heterogeneity It is difficult for service

marketers to standardize

service provision given the

close contact between staff

and consumers. Performance

varies regardless of processes

designed to minimize this

factor

Tourism marketers design

processes to minimize

differences in service

encounters and provision

between different outlets or

between different shifts at a

hotel, for example.

Provision of uniforms and

of similar physical

surroundings illustrates

evidence of standardization




Service features of

Tourism marketing


变动性 Mobility


异质性 Heterogeneity

权属缺乏性 Lack of Ownership





Lack of

ownership

The consumer does not

take title of goods as in

product marketing.

They bring back

memories and feelings

from a holiday

The marketer

emphasizes pictorial

reference and

souvenirs to reinforce

image of holiday

experience



Is tourism marketing different?

@ Seasonality (the effect of climate or culture on patterns of demand)

is a far more significant factor than for other business sectors,

but equally important for many tourism businesses is the cyclical nature

of demand during the week.

@ The destination is an amalgam of service offerings where a wide range

of suppliers re involved. This makes service development or modification

more complicated, and in some cases uncontrollable.

@ The destination offers a relatively fixed supply of facilities which can

only be changed slowly or on an incremental scale, in comparison to

patterns of consumer demand which shift rapidly.

@ The destination is sold many times over to a multitude of market segments

simultaneously. It can therefore be bought in a similar manner, and

throughout the world, in some instances.

@ It is usually promoted in a similar fashion to all segments; they consume

its offerings in a variety of ways, some enjoying the historic or shopping

quarters, others the beaches or restaurants.

@ There is a lack of control over the 'brand' in the sense that it is

associated with the imagery of a country or region, or the suppliers

which make up a destination or visitor attraction.



Evolution of the concepts of

Tourism marketing

Production

Orientation Concept Evolving Process

Product


Selling


Marketing


Social Marketing

Orientation ConceptEvolving Process

Mage-Marketing

Orientation ConceptEvolving Process



Conceptual differences

between selling and marketing

起点Starting

point

中心Focus

手段Means

目的Purpose

推销观念Selling

Concept

工厂factory

产品product

推销或广告

Promotion/a

dvertisement

通过销售获得By selling

市场营销观念Marketing

Concept

市场market

消费者需求consumer demand

营销组合Market

combination

通过消费者满意获利

Benefit from

consumer satisfaction



Development of

marketing

Theoretical IntroductionStage 1

Theoretical ExplorationStage 2

Theoretical Practice Stage 3



Research Objects of

Tourism Marketing

It is to study how main

body of tourist market to fit

for the continuously

changeable demand, and how

to move tourist product to

travelers so as to satisfy their

need and desire, and realize

the main objects of modern

tourist market.



Research Contents of

Tourism MarketingTourism Marketing Environment

Tourist Buying Behavior &

Market Survey & Forecast

To Select Tourist Target Market

& Tourist Market Positioning

Tourist Marketing Policies

Tourist Marketing

Organization and Control



Beneficial for changing concepts for enterprises,

effective guides for managing activities

Research significance of

Tourism marketing

Good for decreasing wastes so as to

reach balance between demand and supply

Good for knowing and find market

Good for better handling the relationships

between departments in society

Beneficial for deep development

for tourism marketing



Combine Research

with Management & Product

Combine Research with Organization

Function & Social Marketing

Combine Research

with Quality & Quantity

Combine Research

with Macro & Micro

Combine Research

with Static & Dynamic

Research Methods of

Tourism Marketing



Main Marketing Types of

Tourist Service Industry

Managerial Strategies of

Tourist Service Enterprises



Main Marketing Types of Tourist Service Industry

Enterprises

Exterior

Marketing

Interior

Marketing

Mutual

Marketing

Employee

Customer



Main Marketing Types of


Management of




Product Materiality

Expected Risk Management

Staff Management

Consistent Management

Management of Production

Ability & Demand




Tourist Service Enterprises Main Marketing Types of


Management of


Tourist Service

Production Model



Tourist Service Production Model

Customer A

Customer B

A series of service benefits on

customer A

Organization

and system

in the

background

Hardware

environment

Direct

service man

visibleinvisible



问题讨论1、举出具体的例子来说明饭店、餐馆或影院应如何应付它们所提供的服务所具有的无形性、不可分割性、变动性和易衰败性。2、万代餐馆所提供的汉堡追求一种“刚刚出炉”的效果。这可以确保质量，但如果员工对需求估计过高，也会带来如何处理剩余汉堡的问题。万代的解决办法是将内置于辣椒、玉米面和面条汁当中。请你说说，航空公司怎样对待没有售出的座位的易衰败性呢?

再举几个别的有关易衰败性的例子，这些企业是怎样对待的?

3、考察一下你所在的社区当中的餐馆和饭店的硬件部分，以便帮助它们将产品有形化。4、讨论一下餐馆的服务人员是如何在顾客购买产品时构成产品的一部分的。5、一个应用市场营销观念的公司会将所有可能影响顾客满意程度的因素都整台到一起。谓你解释一下为什么这一点在接待业中尤其重要。6、餐馆在提供始终如一的产品（一致性）方面常常应用的管理办法是什么?

7、易衰败性在航空业中特别重要。没有售出的座位永远失去了它的价值，如果没有售出的座位太多，那损失就大了。利用计算机化的售票系统，航空公司可以比较容易地通过定价来应付需求的易衰变性和变动性。（A）试着给一家旅行社打电话或运用在线服务系统（如Easy Sabre）查询航空公司对同一线路不同购票时间（提前60天、两周、一周和当天）的票价。有没有很明显的票价变化规律?（B）如果一家商店储存的熟透的水果太多，它就会降价以便快些把水果卖出去。如果航空公司的座位马上要“腐烂”了，航空公司在价格上该怎么做?为什么?为了增加总收入，你对定价策略有什么建议?



问题讨论

1. Illustrate how a hotel, restaurant, or theater can deal with the intangibility

of the service it provides. Give specific examples.

2. Illustrate how a hotel, restaurant, or theater can deal with the inseparability


3. Illustrate how a hotel, restaurant, or theater can deal with the variability


4. Illustrate how a hotel, restaurant, or theater can deal with the perishability


5. Wendy’s serves its hamburgers “fresh off the grill”. This assures high

quality but creates leftover burgers if the stall overestimates the demand.

Wendy’s solves this problem by using the meat in chili, tocos, and spaghetti

sauce. Relate how airlines solves the perishability of unsold seats. Give

additional examples of perishability and how service firms address it.

6. Discuss how the service person in a restaurant is part of the product the

customer receives when purchasing a meal.

7. What are some common management practices that restaurants use to

provide a consistent product?

8.What are internal and interactive marketing? Give an example of how a

specific firm or organization might use these concepts to increase the

effectiveness of its services. How might these concepts be linked to services

differentiation?



更多实例……

Cases

寒山寺钟声为何越敲越响？



Relative Links

东南亚旅游仍具吸引力

更多链接……



Objects

Summaries



研究了市场营销学的含义、性质以及研究对象等

市场营销学的发展历程可分为第一阶段（初创阶段）、第二阶段（应用阶段）、第三阶段（革新阶段）、第四阶段（第二次革新阶段）

市场营销观念的演进过程，经历了生产导向观念、销售导向观念、营销导向观念和社会营销导向观念等阶段

提出了旅游市场营销学理念的演进过程，包括生产观念与产品观念、推销观念、市场营销观念、社会市场营销观念等过程

旅游市场营销学的发展历程，经历了理论导入、理论探索、理论实践等阶段

旅游市场营销学的主要研究方法，包括管理研究与产品研究相结合、组织功能与社会营销相结合、定性分析与定量分析相结合、

宏观分析与微观分析相结合等方法



Objects

Summaries

Key Concepts



Marketing

Tourism MarketingKey Concepts



Objects

Summaries

Key Concepts

Exercises



Case Studies

香港在进行全球旅游推广活动时，采取了哪些形象推广活动？

香港的全球推广活动，与您所熟知的当地旅游业推广活动有何异同？

其形象推广活动是怎样运用旅游市场营销学相关原理？

讨论题Discussion

Global Marketing of

Hong Kong’s Tourism



Exercises

1. Please explain the definitions of tourism, and the relationship

between tourism, leisure and recreation.

2. What are the core principles underlying tourism ?

3. Please define the technical terms, such as international tourism,

long haul, short haul, inbound, outbound, internal tourism, excursionist.

4. Please give several examples about tourism supply sectors.

5. What are the underlying principles of service marketing

as being applied to tourism, please explain them?

6. What are the factors which make tourism marketing different ?

Documents

Theory of Tourism Marketing Management - Fudan …jpkc.fudan.edu.cn/picture/article/179/5f/bc/5367aa6941b19e4553702d... · “Theory of Tourism Marketing Management”, ... Chapter