PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
MICRO PERSPECTIVE OF TOURISM AND
HOSPITALITY (THC1)
MODULE 8. TOURISM MARKETING
Lesson 2. Definition and Features of Tourism Marketing
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
According to Kotler, “Marketing
is a social and managerial process
by which consumers obtain what
they need and want through
creating and exchanging product
services and values with other”.
He has emphasized more on
wants, needs, satisfaction, demand,
and marketers.
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
According to the British
Chartered Institute of Marketing,
“It is the management
process responsible for the
identification, anticipating,
assessing and satisfying the
customer’s client’s
requirements profitable”.
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
The modern marketing concept is not limited only to the
identification and satisfaction of customers. It is a comprehensive
process which encompasses research and analysis of society’s as
well as consumer’s needs, asserts the company’s resources and
marketplace and delivers the products/services to those whose
experience provides a set of satisfactions which are preferable to
those of the competitors.
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
Krippendorf defines tourism
marketing, “as the systematic and
coordinated execution of business
policies by both private or public
sector tourism organizations operated
at the local, regional, national, or
international level to achieve the
optimal satisfaction of the needs of
identifiable tourist groups, and in
doing so to achieve an appropriate
return”.
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
According to Paynter, “tour marketing is a systematic
process consisting of marketing objective, strategies,
schedules, marketing media, focused on the specific
market segment and based on a substantial return on
investment”.
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
World Tourism Organization (UNWTO) at Ottawa Seminar,
has defined tourism marketing as, “a management
philosophy which, in the light of tourist demand, makes
it possible through research, forecasting and selection of
tourism products/services from suppliers, on the line with
organization’s purpose and tourist satisfaction.”
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
The following aspects can be identified from the above
definitions:
• Tourism marketing is a thought-provoking process.
• Identification and selection of the target market.
• Positioning and product lifecycle is important.
• Future tourism marketing strategies.
• Innovative/proactive marketing
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
Tour package as a specialized
product creates a number of
significant considerations which need
to be fully analyzed. The
management of tour package
cannot be divorced from the
management of service and quality.
Thus, the marketing of the tour
package is different from other
products because the tour package is
a service product where instead of
selling physical goods an intangible
experience is sold.
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
An understanding of the complexity of the tourism product concept is an
essential pre-requisite for effective tour package marketing in this context. The
specific features of tourism marketing are:
• The demand for tour package is highly elastic and seasonal in nature.
• Tour package is a combination of various service ingredient.
• Designing, developing and marketing of tour package a number of
intermediaries are involved. Bed experience at one level can spoil the entire
image of the package as well as the tour operator.
• A tourist does not only by the tour package in advance because it is consumed
and felt at the same time at a particular destination.
It is not possible to evaluate/demonstrate/sample the tour package in
advance because it is consumed and felt at the same time at a particular
destination.
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
- END OF LECTURE -
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