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TOURISM MARKETING
CHAPTER 1: TOURISM MARKETING
MARKETING
• Evolved from simple trade to product orientation to sales orientation to relationship marketing
• current trends are digital marketing and the growth of social media
• marketing for tourism is unique because we are marketing the “tourism experience”
Image Source: http://www.cretegazette.com/wp-content/uploads/tourism-01.jpg
Philippine Tourism Arrivals
10.91% growth
4,833,368 2014
5,360,682 2015
Image Source: http://www.gov.ph/2016/03/03/tourism-growth-aquino-admin/
Image Source: http://www.gov.ph/2016/03/03/tourism-growth-aquino-admin/
P4,888.82/day
Emerging Markets for the Philippines
• Spain
• New zealand
• France
• Saudi Arabia
• Netherlands
• Hongkong
Image Source: http://www.gov.ph/2016/03/03/tourism-growth-aquino-admin/
unique characteristic of the tourism industry
intangible
Image Source: http://www.phil-islands.com/wp-content/uploads/2014/12/boracay_sunset.jpg
unique characteristic of the tourism industry
inseparable
Image Source: http://cache2.asset-cache.net/gc/170160947-man-stands-in-sea-soaking-up-sun-arms-behind-gettyimages.jpg?
v=1&c=IWSAsset&k=2&d=gel8MgklKUyK2pFxvIZ%2FM6fOlbvYO0Y%2FueJHy8Rla%2BDu4eK9rYbWv0BfK9LgjDGw
unique characteristic of the tourism industry
variable
Image Source: http://cdn2.hubspot.net/hub/351146/file-601271387-jpg/blog-files/
bigstock_people_at_a_restaurant_6394452.jpg
unique characteristic of the tourism industry
perishable
Image Source: https://chinotrixi.files.wordpress.com/2014/01/p1040428.jpg
unique characteristic of the tourism industry
seasonal
Image Source: https://chinotrixi.files.wordpress.com/2014/01/p1040428.jpg
unique characteristic of the tourism industry
substitutable
Image Source: https://travelnews2014.files.wordpress.com/2014/11/holiday-packages-in-india.jpg
Tourism is a High-Involvement Product
• tourism products are expensive
• tourism is a complex product
• “once-in-a-lifetime” purchase
–Philip Kotler 2002
“Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products
and value with others.”
–Kotler, Bowens and Makens 2010
“Marketing is the art and science of finding, retaining, and growing
profitable consumers.”
–American Marketing Assocation 2013
“Marketing is the activity, set of institutions, and process of creating, communicating, delivering
and changing offerings that have value for customers, clients, partners, and society at
large.”
Marketing as a Management Process
1. marketing information system
2. marketing planning
3. planning tactical campaigns
4. marketing operations
5. monitoring and control
Image Source: http://www.businessstudynotes.com/wp-content/uploads/2015/05/Marketing-Process.jpg
Core Marketing Functions
1. marketing information management
2. financing
3. pricing
4. promotions
5. product /service management
6. distribution
7. sellingImage Source: http://www.businessstudynotes.com/wp-content/
uploads/2015/05/Marketing-Process.jpg
Group Activity
• Objective: to prepare the core marketing function in actual tourism destinations
• Directions:
1. Form a group with 7 members each
2. Each member will present one core marketing function for a destination.
3. The destination will come from the faculty
4. After 15 minutes, the group must present their output to the rest of the class.
Image Source: https://mclementsite.files.wordpress.com/2013/10/the-marketing-mix1.jpg
Image Source: http://hottytoddy.com/wp-content/uploads/2015/02/integrated-300x283.jpg
Factors Contributing to the Growth of IMC
• growth of technology
• incentive based compensation
• consolidation of the retail industry
• database marketing
IMCto reach
your target market
to achieve company objectives
within the available budget
IMC APPROACH
References
• Gatchalian-Badilla, M. (2015) Tourism Marketing, Rex Bookstore, Manila, Philippines
• Uninterrupted, robust tourism growth since 2010 from the website Official Gazette http://www.gov.ph/2016/03/03/tourism-growth-aquino-admin/
