Tourism Marketing Managementjpkc.fudan.edu.cn/picture/article/179/b6/a6/a27d76384a13b25d40789c... · complex one as different services are sought and supplied ... use the accommodation

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

Department of Tourism, Fudan University, Shanghai, China

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.



Core marketing

concepts

Need

Market Want

Transaction

Demand

Product Exchange

Core Marketing Concepts



Ellsworth Statler (1863-1928)

Ralph Hitz (1891-1940)

J. Willard Marriott (1900-1985)

Ray Kroc (1902-1984)

Cases of Some Great

Marketing Precursors



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 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 Stage Stage 1

Applying Stage Stage 2

Renovating Stage Stage 3

The 2nd Renovating Stage Stage 4



Social Marketing Orientation Concept Evolving Process

Evolution of

Marketing Concepts

Production Orientation Concept Evolving Process

Product Orientation Concept Evolving Process

Selling Orientation Concept Evolving Process

Marketing Orientation Concept Evolving Process

Mage-Marketing Orientation Concept Evolving Process



Comparisons Between Marketing Modes Oriented

in Customers and Products

Items Selling / Product Orientation marketing Orientation

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



concepts Starting

point

Key

attentions

Marketing

method

Marketing objectives

Conception of

production

orientation

enterprises production To enlarge production

To decrease cost

benefit by production

enlargement

Conception of

Product orientation

enterprises product Production of good-

quality products

benefit by good-quality

production

Conception of

selling orientation

enterprises product Promotion &

Keeping Marketing

benefit by selling

conceptions of

marketing

orientation

market Consumer

demand

Integer Market benefit by customer

satisfaction

Conception of

Social marketing

orientation

society Social long

benefit

Strategy Marketing benefit by social satisfaction

Comparisons among Various Marketing Concepts



Relative Links

In the year of 2005, 10 major tourism

marketing events in China

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



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



Intangibility

Service Features of

Tourism Marketing

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



Intangibility

Service features of

Tourism marketing

Inseparability

Mobility



Intangibility

Service features of

Tourism marketing

Inseparability

Mobility

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



Intangibility

Service features of

Tourism marketing

Inseparability

Mobility

Perishability

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



Intangibility

Service features of

Tourism marketing

Inseparability

Mobility

Perishability

Heterogeneity

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


Mage-Marketing




Conceptual differences

between selling and marketing

Starting

point

Focus

Means

Purpose

Selling

Concept

factory

product

Promotion/a

dvertisement By selling

Marketing

Concept

market

consumer demand Market

combination

Benefit from

consumer satisfaction



Development of

marketing

Theoretical Introduction Stage 1

Theoretical Exploration Stage 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 Marketing Tourism 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

visible invisible



Marketing

Tourism Marketing Key Concepts



Discussion Questions

1. What are the major sources for tourism secondary data?

2. How many types are there for sampling survey techniques ?

please give some examples.

3. Please indicate the advantages and disadvantages of

discriminant forecasting methods.

4. Please indicate the advantages and disadvantages

of time series forecasting methods.

5. Please indicate the advantages of causal forecasting

methods.



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Documents

Tourism Marketing Managementjpkc.fudan.edu.cn/picture/article/179/b6/a6/a27d76384a13b25d40789c... · complex one as different services are sought and supplied ... use the accommodation