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51 views50 pagesTourism Marketing
tourism markettind
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pravenkumarr85Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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tour
tour operators, and tra r
sfesCenrci "vel egent’s falls under the broad category of
hotels, car rentels, restaurants
tourism marketing. Tourism m;
Ascites! and online adver ferent platforms such as sasial medie, emals,
mM tourism marketi ee
ting such os better brand visibility, expansion of
and better customer experience, oe
are a range of benefits accrued trop
the tourism marketing as a whole,
Tourism Marketing refers to market
ting and promoting tourism to benefit
Giferem cestinatlons more rhea ometing tour to bereft sree proers ond make
Tourism Marketing is importart becous
pes Buse it asists with brand introduction, brand utility, ond brand
The different types of Tourism Marketing are digital marketing, email marketing, influencer
marketing, destination marketing, and community.based tourlam marketing.
Some ofthe best marketing strategies are personclaaton, rt realty tours experience-based
marketing, review marketing, retention, and remarketing, ‘ i
benefit service providers and make different destinations more attractive for tourlsts.
Tourism Marketing is important because it assists with brand introduction, brand utility. and brond
expansion.
reality tours, experience-based marketing, review marketing, retention, ond remarketing
Importance of Tourism Marketing
‘with a range of destinations as wall as travel companics and commuting services to choose from,
the tourism industry is cluttered. To stand out in this sea of service providers, itis imperative to put
In marketing efforts, Highlighting the USPs that make one superior to all other service providers is
Integral ta success, Tourism Marketing is important for the following reasons,
1. Brand Introduction: Tourism Marketing introduces the customers to the brand. It detals the
brand's USP along with the various services it provides the potential tourists. It helas the brand
come through to the audience and introduce the brand to them as a potential service they might
want to utilize.
2, Brand Utility: With an Introduction to the brand, it brings about the value the brand has to offer
to the audience. With appropriate tourism marketing, the brand can create a need the potential
ces. As a result, itintroduces the brand 2s a service provider adding
tourists to avail of their serv!
utility to the customers.
and
pansion: The primary benefit of tourism marketing s that It provides avenues fr br
Reet rece: wrens ‘about the services and helps reach the final customer. in doing this,
“Tprovides avenues for brand expansion. Further, people willing to collaborate can also be reached
: There are various stakeholders for a tourism service provider including
i ace and government entities. A collaborative approach with all
pe eo gaining better returns on the marketing initiates. With active efforts
1 ess, the stacarolers ao remain engaged. atl
rer, meanwhi
their services. HOWEVET
ho ultimate u
ism industry as a whole
5, Increased Traffic: 7!
: irors to their website who avail of i
Pea he number of tourists and add jing to the tou
«+ penefits of Touism Marketing -
ees i is the plethora Z k
Ma onsen mang thee ey ee oa
eke
it derived from tourism mar
ze people with the services
na A
he marketing a ynen the brand is visible to all pote
and convert their interest into s
«+ tnceased ine
: /orthy brand image. It is only
eh aiiityand brand avareness,
bet
offered and create a trustw'
tourists that companies will be able
a result, the direct benefit of tourism
marketing is increas
and targeted advertisements help
jaramount, marketing eff
«2. Customer Acquisition and Retention: Loyalty programs and tree
‘companies retain theit clientele. while targeting new customers isp
ico help retain the existing customer base, With a solid base of loyal customers, a company c
Grow many times, They have a ready audience to introduce their new strategies and destination
Offers to, With constant marketing efforts, the customers stay engaged and attracted to te
services,
ven when two companies provide the same services, the one thet
+ 3. Competitive Advantage:
markets better wins the customers, Effective marketing can create a unique presence and apocal te
‘egies appeal to the customers and make them move
it
the potential customers. Successful market sti
‘towards the company’s services, leaving behind all competitors. With the competitive advant:
is easy to multiply the business manifold and reach the customers better.
+ 4. Enhanced Customer Experience: Another benefit derived from tourism marketing is enhan:
customer experience. This benefit accrues from assisting the tourists in building their itineraries
providing them with travel destination ideas, facilitating access to services, and ensuring a searles
experience
+ Be aie Performance: Lastly, the most effective return of engaging in tourism marketing is2
Ton cooal a getfermance ofthe company by evaluating key performance indicators, It he
social media engagement, website traffic, conversion rates, and feedback to get an insig”t
the performance of the service provider.
* Types of Tourism Marketing
1, Internet Marketing: Intern
let marketing encompasses social media Marketing as well as cont
and introduce them to an
2. EmalLMarketing: Ney
Next up we have
It creates an attractior email marketing th; i
n for t ‘at promotes < viae™
hem right in their inbox and amen toes or
1m to read more 20° > advantage »
is enhanced
itineraries,
ing a seanes
arketingis
It helps
for example, travel service provid
IHers such as Mekenay
deals to customers who ha r
ho have either subs: ip send emails with travel plans arid hot
bed or availed of the services before.
2, nlen ars The wos conan meant
tee ni deka eer ee eeaee Ad acai eae Scateltels
onerting cure Aca a Biecin toon crn vate pos aeanianesoe
a Aion sos uence maton teats reach ad tap pret
4 Destination Mata nhs mar ig conn! ‘companies oft : a
cards 0 adhere an entire destination eppeaing te eeentat nents wn ere uiauenes oF
the destination.
erp Saced Tourien Maren
rtm Marketing: Another
enn tes epson tervaeeyels ake Tea ieee
Bea cere ae esha steams oes Lanne aa
mle, hiss a commonly oieed tochnigue fr places that have an
Meare ric nctoicin imines seer une
f these tourism marketing strategies to capture a wide audience bas
service providers use a mi
onalized details of
ind reach a diverse target. Tourism
and reach target. Tourism Is one industry that depends little on the pers
id more on the places they are Interested in. A tourist can plan a vacation anywhere,
people ant
ism serviee providers have 9
respective of their current location and other factors. As # result, tourt
der audience to engage with and showcase their travel plans
s Best Tourism Marketing Strategies
Focus on Personalization: We live in the age of personalization where it has become © 168
personalized emails delivered to the inbox. Asa result, companies must use software Fo track user
Engagement and attempt to deliver personalized results. This could include sending ther 9
package to a particular location they have been eyeing oF sending Ist of budget-friendly options
that match their recent search.
rm to get
9. Virtual Reality Tours: A leading strategy where tourism service providers can nvest immensely is
Frowiding viral tours to potential customers. has become = common pravuce vel 2 covip-
‘e with the destination and get a glimpse into the
419 and allows customers to come face to fact
tourist spot in 2 more nuanced form, Virtual reality s an extraordinary means to attract potential
tourists.
itis extremely important to primarily
like all other marketing works, the customer is not paying For 2
nt of focus here ts the experience which must be paid
ng flights, hotels can
3, Focus on the Experience: While advertising tour services,
focus on the customer experience
product or a service. Instead, the pol
ison the food and entertainment provided di
attention to. Airlines can focu
pay attention to the absolute com led package they provide, etc. The pain point in
this form of marketing is the exper'e! dito.
ort and fur-fi
ince that should be appropriately appeale
portant for marketing efforts to be synced
4, Benefit from Influencer Marketing: Itis extremely
with the latest marketing trends ‘and influencer marketing Is one ‘of them. With the Increasing
ee aon focialimediachannels,teshare ot infiuencer marketing is on a steady rise. Service
providers can partner with influencers Nyno post about thelr experience with a particular airline,
weasing them
hotel, restaurant, etc. Further, shooting pictures at an attractive destination and sho}
a rice is tronding, i,
once the #6 "
aco sia SESSA vier as gathered around COVID. :
cnn safety Mservic® PrOwOTT own place, Safety hecg Wand Radi
s. ver traveline 20 2 ese issues wil assure th, + Billboards a
whenever We, aaeressi°6 1 Flyers and
the cou 2 Telephone
the fis stner book hotel ROT SO MUCh ag
rode ours eRMET EOS yoy base an tron + vata
odes. THE eK reviews and Nor
5, penatovelle Hohn ress aN EEA ant try these, 2 aan
a9 erent aaron HOME nappy he new eS Opportun
epimerne merit aga emphasize that hotels hove mining 7 Eaehare
ay your cae far the MONET imum value from travelingina eo
7, Sustainable paste. show how tourists Te cojogical tourist looking for “green i
ery consumption OEE yay, se trget is the eco Disadvantages:
natural and environ e el experiences Little inte
sae pnd “sustainable av ie rarectad
ce a grown as the practice of optimiz ing your website ang :
sis is known as Gants to plan their trips. Mah
Bee sone onthe eA ole Be eee ameate «Modern
‘content for voice searches. ore nd ee yrs sho id | travel to next?” or “Which pate
that yaur destination can be ici era
eraihe eco-friendly vacation SPO" ae
vr senveg: You should nave cratbots thet caf FesPend to traveler queries emphas
9, chatbars for Customer Serv "eplity end experience, Human agents willbe Sa
2 aa Ei ol s0 Wi ES ee iis 6 co
every day ( a ‘andie simple inquirie * Interne
Sey ea hanale complicated issues since the bots Can
freed to handle comp! * Email!
410, Leverage Artifical Intelligence: Use AI to personalize user experiences through all contact fe cr
points, Suggest relevant destinations, actvit ies and travel packages by examining browsing history, » Use ot
Bee erp aleve action ata (wth permicsian). THis will make the user experience © Marke!
fvelierand increase conversion rates
+ Advan
+ Conclusion
1 Tourism marketing’is whet keeps the travel industry alive. These bring together potential voyages, «| Advar
saith memorable adventures, This incorporates an array of methods employed by airlines, hotels,
rentals, restaurants, tour operators, and travel agents to publicize their facilities and destinations ° Highe
‘With the help of many promotional platforms like social media, email, websites and online + Deep
advertisements; enterprises dealing with tourism can ensure that they create awareness abouttte Cost
brands hence attracting new customers leading to increased sales. Ra Opes
* Disa
+ Difference between Traditional Marker
tal Marketing Concept and Modern Marketing Concest
+ Req
* Mor
4 Traditional Marketi
Teor ting Concept: Tradit
in production and marketing of products al arketing concept focuses on products only and
i ai
oriented, It is based on old mark Baining more profit. Traditional marketing is prof © Dit
ating ci
concept is based on push me Rene qaucbt and refers toa narrow concept. Traditional ma'*"
product and get the profi -Tisone dimensional as the only target of it is to sell he els hay eee
eta ind
king fo. .
ea
ies q
site
tripe ated
ips. ty,
ent lei
all contact .
rowsing histoy
experience .
sntial voyage
ines, hotels
{ destinations
online
ness about
=
Most commonly used traditional marketing strategh
ards
V and Radio ad:
Billboards and signage
Ivers and brochures
Telephone marketing
Advantages and Disadvantages of Traditional M;
keting Concept:
Advantages:
Opportunity for powertu
Easy to understand
Easier reach to local target audience
Disadvantages:
Little Interaction
Targeted customer Is minimal
mer's need and wants and.
‘Modern Marketing Concept: Modern marketing concept focuses on cus
ims in meeting the customers satisfaction, Modern marketing is customer oriented. It is based
on new marketing concept and refers to a broader concept. Modern marketing concept is besed on
pull marketing, Its multidimensional as along with selling product and getting profit it also gives
aftersales service and many other variables. Most
emphasis on customer satisfaction, planning,
commonly used modern marketing strategies are:
Internet ads
E-mall marketing
E-commerce website
Use of social media
Marketing automation
‘Advantages and Disadvantages of Modern MarketingConcept:
Advantages:
Higher RO!
Deeper levels of customer engagement and targeting
Cost effective
Opened to larger and bigger markets
Disadvantages:
Requires technical skill to be active in digital marketing and in use of internet
More costly in implementing.
Difference between Traditional Marketing and Modern Marketing:
‘TRADITIONAL MARKETING CONCEPT MODERN MARKETING CONCEPT
MMM ot
2
03
oa,
05.
07,
09,
10,
Fi
No.
sresttional Marke sencepts rose? O°
pts focus
marketing
radio
only.
products
jective
fing the 0b)
sn taditional marketing =O
maximum profit.
arketing is short t27™
‘racitional m
oriented.
4s customer in focus of
et and availing heh
product/service sellin
profit.
in traditional marketing concept there Is
Jess promotional activities.
‘Traditional marketing is one type of push
marketing.
It is based on manual and physical
‘marketing concepts.
‘Traditional Marketing concept is a narrow
concept.
{In traditional marketing segments are
developed by product portfolio.
Itis stuckin existing market.
thas no target set of customers or any
regular customer base,
Its based on production and selling
concept.
It ignores the market survey and market
competition,
arketing concepts FOCUSES oy
needs and wants,
modern Mi
customer's
an marketing the objectives
yer satisfaction.
15.
modern marketing i OMG Ferm oriented
omer in focus of providing
argets cust £
en ce and availing satisfactory 16.
product/servi
profit.
in modern marketing concept there is
sustained promotional activities. ts
Modern marketing is one type of pull
marketing. be
Itincludes digital/automated marketing long
with traditional marketing methods.
Whereas modern marketing is a broader
concept.
\
" ea ‘marketing segments are develope’ * |
differences between customers.
"tis based on soctal ang Selling a
concept,
It does the markets
market compatition, Yeon to know
% 10 Geographical scope of traa
ng concepts focuses oy 14, is local area
and wants,
tional market
The traditional marketing concept is
oriented towards company view peint
which Is to sell the product to tne
‘customer irrespective of customer needle
35, and wants
ing the objective jg
er satisfaction
islong term ortenteg
{tis single dimensional asthe sole target
lies in selling of goods to customers for
earning profits.
in focus of providing
4 valing satisfactory 16
Its not cost-efte
‘compared to
g.concept there is ‘modern marketing ast involves alot of
al activities, 47. printing matorial cost.
one type of pull Not as sultable approach for targeting
a large audience when compared to
18, modern marketing approach.
tomated marketing along
‘ting methods,
Tourism product
rhetingisa broader
+ Introduction
* Tourism products are offerings that are desi
tourism industry.
destination’s tourism industry.
The development of a tourism product involves the identification and
Points of e destination, and the creation of an appealing and well-rour
heeds of different segments of the tourist market. This process invol
immovabilty ean alse h
ees Iso have negative impacts on the tourism indust
ponutar Zt Gestinations to respond to changes in demand or market ae anee
poet #€¢d or closed, it may not be posible to replace quid wth sien
To mitigate the etfocts of
tourism proc offering thot includes o mix of evade sndimmeobleprosucsandcances
jonaly, they must take steps to protect nd preserve he mmevabie product uch ar
attractions and natural landmarks, so that they remain a valuable See aear a
aration eae eter ee
Other important characteristics of @ tourism product
Bee ope tear or iierar sta ectoecutentean uotiy custom bin
ae ee erica sieemescr ar) ont eat mets
Authenticity
‘Authenticity is an important characteristic of a tourism product. Authenticity refers to the degree to
which a product or experience accurately reflects the culture, traditions, and values of a particular
place, Tourists are often attracted to destinations that offer authentic experiences, as they are looking
for unique and meaningful ways to connect with a place and its people.
a traditional dance performance, or a local cuisine experiance
can all be considered authentic tourism products that provide tourists with an immersive and
eaningful experience of a destination’s culture and trations, Authentic prosucts can help o create
4 strong sense of place and a deeper connaction between tourists and a destination.
For example, a traditional local market,
It to define and even harder to achieve, as itis often subjective
‘such as cultural, economic, and political considerations.
nt aspect of destination marketing and
ion and create a unique and compelling
However, authenticity can be difficul
and can be influenced by a variety of factors,
Nevertheless, the pursuit of authenticity can be an importa
product development, as t can help to aifferentiate 2 destinati
value proposition for tourists. 2gr00 to Which 2p,
cfersto the dost
ao product. Quality re
.omer in terms of the product’
sor eeaseelinevien ren eRiecanom et
meets or ovcaeeean to
ll experience. High-quality tour
anliness, and overall eX}
-ommenciatlons,
© word-of-mouth rect
ts and posit
repeat visits a
1e physical
ctors, including the phy:
Fence 0 2 aaa d by staff, the condition any
ty can be influenc Eee
m industry, quality ca
eae ee a destination.
etre e ambiance of a dest
rere: iN atmosphere and
BE tities, ond the overall at a
=". operators et Seen ou ee
ace s and needs of tourists. eh
Y: ae ra tion to identify areas for
Beis ; 11 end use this informati
from heir competitors, build a strong
‘asta temsehes rom the
PN ale og
© Customizability
crsticoF a tourism product Cesoriaity ett
i oduct or ll ee be tailored to the specific needs and preferences of
: tere th id diverse tourism market, the ability to Offer
: canbe aeyaferntaor eet
sa Kineraies that allow tourists to select the
‘ator may offer customized itineraries that a :
Bien doce atch ees may offer customizable pactay
a ve ebthet Preferred room type, meals, and other services. A theme Park may
Bit ersonlice noe agi suchas private tours or VIP packages
the park in
Nat allow visitors to experien
{ve end eustomized way,
recommendations,
differentiate thems
Carri
* Innovation is an important characteristic of touris Product, Innovation refers to the developmen
and imelementation of new and unique Products, experiences, ang technologies in the tourism
industry In a Constantiy, changing ay 1d ‘olving rket, inno, tion can, help to. differentiate a
destination, Create ney 'PPOrtunitios 4nd attr and retain CUstomers,
© For, ‘example, a destination may ‘introduc
ene
Dera cnn tly oe ovate BctlOns, Such as virtual reality
and unigue room designe reat en iniatives to = crannies
A tou operator mayer new ania weeeec TEN concen travelers
histor ant ee ae “that showcase the unique cultura,
. Innovation can also. iit
Prove the Overall
PPortunitles, snd deve, Houthin the tounge oP esti
nation, create new econo
MOVation ang Continually ment
National Parks: 7
expioring now ana wy
their competitors .oT4e wa
tors and egen2¥*10 onan
Sustainability sling vales’*°r petioncg
Sistalnablty san ing ahead
he responsible use gf @si"A
Use oF resent, BOF
communities in san Of 's0urces snortaPt char
the develo 84 the pronses NB Oto,
Sustainable t and me OtPetion of the enum Product. Sust
2 tourism aera ot environ inal refers
"Products nt of to in 10
im, hetiage, and oval
of destination;
ond social tenafits ten
friendly hotel that utiliz fh
watching exper
Cultural, 3 els t0 preserve ay
OF @ Cultural her
heritage tour that support local
communi
05 2s, Fe
enewable
le tourism
1 options, as tha
thay ate aware ofthe impact that
a
rs Bye
Fentiate thom y offering sustainable touris
hemsehves rom thei compettars create savorg
tonfor toute wheareicetingtoe me
aspect of responsibie a
Tee <2 Sustainable tourism development. yen
1 a more sustainable tae ent: embracing sustamabiiy, the |
le future forthe plonet and tourism
lanetand its people
Natural Tourism Products
Man-made Tourism Products
Site-based Tourism Products
Event-based Tourism Products
Adventure Based Tourism Products
Culturally Based Tourism Products
Weliness Based Tourism Products
Culinary Based Tourism Products
Classification of Tourism Product
ducts can be classified into various cater
classifications are:
gories based on their nature, purpose, and target
Tourism pro
market. Some of the most common
‘Natural Tourism Products
Natural tourism products refe
~ purposes. Some examples of"
hese are prove’
lic en}
jons that are used for tourism.
to natural and environmental attract
include:
‘atural tourism products
ation of
ctod areas of natural beauty that are managed for the conser
joyment and recreation.
., as well as for Put .
soreseredanstey tens, |, the ee
eis protected and pres water
easunre wi he based ott Se Ka
ax; These 276 aTeOS WT hel and other W «devo
lide sanctuarios: re gbout the anima imme ar Moek imine, ands wide v2
any tours Vs portunities Fo ved watching. 20 ing, anc. peenic\
2 aepehes tpangest These prose CPP ag camping: Od MOT Fishing, boating, ae
aes nes ctv Tor tor activitios th
terres water are popu ie ich €€
= Foren Farons re ror copulor for their therapeu sich ee
2 ates and Rive and geysers af pate
ayaking .
ey ere eet oe sprines: Those MaCUST Te
as spelunking and ca,
riences for visitors,
ce ena nd ee ee cation and _ Mons
im i tourism industry. They can also devel
resources and ecosystems.
Histo
R
somples the
«+ Natures roursm Products Examples Eee
ane examples of natural tourism products then
Mees ne worle’s largest coral reef systems and is 3 popular coas
in Australia fs one of the world’s lar es
«The Great Bar‘cr Reef in Aust ae o
Teereiontsnoelng ding andatterwaerbesedacevlee .
«Thott atonal askin Cifras known forts stunnn scenens TT a
«The Amazon Rainforest in South America is one of Bee Gri wie, vas
Jndishome to a wide variety of plant ané animal species. Tourists can go on jung! ee
isunique ervironment : er . :
«Masa Bvee a napoli he highest peckin the word, and drows thousands of iStOrs every ya a
who come to climb and trek inthe area, é : Aus
+The Niagara Falls between the United States and Canada is one of the worle’s most iconic waterfall, grt
and is ¢ papular destination for sightseeing, boat tours. and other activities. on
‘+The Galapagos Islands in Ecuador are known for their unique wildlife, including giant tortoises and a
rare bird species, as well as their pristine beaches and diverse landscapes. pare
+ The Grand Canyon in Arizona is a deep gorge carved by the Colorado River and is known for its es
‘colourful rock formations and scenic views. Visitors can hike, raft, and take helicopter tours to explore an
this natural wonder.