Tourism Marketing Management

Transcription

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

2 Chapter 1 Introduction to to Tourism Marketing Chapter 2 Investigation of Tourism Marketing Survey Chapter 3 Environment of Tourism Marketing Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Impacted Factors of Tourist Behaviors Tourist Behavior Modes and Decision-Making Evaluation Segmentation of Tourism Marketing Policies of Tourism Product Policies of Tourism Price Channels of Tourism Distribution Policies of Tourism Marketing Management of Tourism Marketing

3 Chapter 1: Introduction to Tourism Marketing Management Objectives Summaries Key Concepts Exercises

4 Objectives 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

5 Section 1: Introduction to Marketing Section 2: Introduction to Tourism Marketing

6 Customer Orientation Marketing for Hospitality and Tourism

7 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)

8 Tourism Flows Travel Routes or Regions This is the essence of tourism marketing: the attraction of a potential visitor from a generating area to a receiving destination Generating Zones Receiving zones Transitory Destinations (stop-offs on route)

9 Classification of Travelers Source: World Tourism Organization Holidays Culture Active sports Relatives and Friends Other pleasure purpose Meeting Mission Business Studies Health Transit Vairous Border workers Pleasure Travelers Other tourist motives Crew members (non-resident) 6. Crews: Crews who are not residents (2) of Nomads Transit country Refugees for the Members day. of the Passengers armed forces (7) (8) Included in tourism statistics 3. Excursionist: Visitors who do not spend the Visitors night 7. in Member the country of the visited armed although forces, they representation may of visit the consulates, country 8. Transit during diplomats: passengers: one day When Who or more they do travel not and leave from the return transit their area ship of the or train airport to sleep. or the port. In certain Crew Tourists members (1) (non-resident): Excursionists(3) Foreign air Representation of consulates (7) Diplomats (7) Temporary immigrants Not included in tourism statistics their country of origin lo or the ship fluty crews station docked and or in lay over and who Purpose Professional vice-versa countries, (including transit may of visit household involve the case, servants accommodation they and should establishments of 5. dependants Day be visitors: included accompanying Visitor the visitors who joining come statistics. and them.) country leave visited. the 1. Tourists: Visitors who spend at least Non-nationals same day. Nationals residents Cruise (foreigners) abroad passengers (4) 4. Cruise passengers: Normally included one in night in the country visited. excursionists. Separate classification of these visitors is nevertheless recommended. Crews (6) the country visited and who stay in the Day visitors (5) Permanent immigrants

10 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.

11 1. Tourism is an amalgam of phenomena and relationships. 2. Two elements, the journey to the destination (dynamic element) and the stay (static Principles element), are fundamental. of tourism 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.

12 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

13 Technical Definitions: Tourism Traveler, visitor or tourist International Tourism Long Haul Short Haul Inbound Outbound Internal Tourism Domestic Tourism National Tourism Excursionist or Same Day Visitors 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. Travel between countries by various modes of travel for the purpose of tourism. This can be subdivided as follows: Travel which involves long distances (say over 1000 miles) for example, between continents. Travel between countries which involves shorter distances or travel time (say miles). Visits to a country by non-residents (importation of overseas currency). Visits by residents of one country to another country (exporting currency to other countries). Travel by residents in their own country. Internal travel and inbound tourism in total. Internal travel and outbound tourism. Visitors who begin and end their visit from the same base (home or holiday base) within the same 24 hour period.

14 Tourism Supply Sectors Transport Sector (international and national) Airlines Road transport providers Car rental Railways Bus and coach companies Ferries Fixed track systems, etc.

15 Tourism Supply Sectors Tourism Media TV and Radio Video Travel Guides Communication Systems-Internet, etc.

16 Tourism Supply Sectors 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.

17 Tourism Supply Sectors Destinations National tourism organizations Regional tourism organization / associations Area tourism organization City bureaus of tourism Tourism association Local authorities

18 Tourism Supply Sectors 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.

19 Tourism Supply Sectors Transports as Tourism Tourists Bus Funiculars, Steam Railways Cycling and Walking Holidays Local Ferries Metro and Trams Road Trains Canals / Rivers, etc.

20 Tourism Supply Sectors Visitor Attractions Theatres Museums Historic Homes Art Galleries Gardens Entertainment Retail / Leisure Complex, etc.

21 Tourism Supply Sectors Local Community Unpaid Supply Element Supply Sectors Serving Tourism Sector Place and Sense of Pride, etc.

22 Tourism Supply Sectors Hospitality: Food and Beverage Restaurants Cafes, fast food Bars Roadside houses allied to accommodation, etc.

23 Tourism Supply Sectors Natural / Human Attractions Natural Features Open Spaces, Parks, Promenades Markets Historic Quarters National Parks Amenities, etc.

24 Tourism Supply Sectors Event and Entertainment Events Arts and Culture Entertainment Stadiums Concert Halls, etc.

25 Customer Orientation Marketing for Hospitality and Tourism Hospitality Marketing

26 Eatery Enterprises in USA with Revenue of over 1 Billion US Dollars 企业名称 1996 年销售额 (10 亿美元 ) McDonald's 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 Tourism Marketing Management, Chapter 1: Introduction to Tourism Marketing

27 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 国际假日饭店 l 3 精品国际 景佳西部国际 马里奥特公司 希尔顿饭店公司 IBL 有限公司 普劳摩斯有限公司(The Promus Companies Inc.) ITT 喜来登公司 卡尔森饭店公司 凯悦饭店公司 福特饭店集团(Forte Hotels) 拉昆塔汽车旅馆 优先饭店集团(Preferred Hotels) 两棵树饭店公司 红屋顶客栈 国际饭店集团 骑士客饯 威斯汀饭店与度假地集团 R&Bb 房地产集团

28 Significance of Marketing First, it refers to the economic activities of marketing. Marketing is a social & managerial process that a person and group to create Second, it is a discipline of management studying marketing activities. products and values and exchange so as to satisfy their needs and desires.

29 Core Marketing Concepts Need Market Want Transaction Core marketing concepts Demand Exchange Product

30 Cases of Some Great Marketing Precursors Ellsworth Statler ( ) Ralph Hitz ( ) J. Willard Marriott ( ) Ray Kroc ( )

31 Core Contents Of Marketing Main body of marketing needs to exchange by market, or supply product & service for market, Buy product and service by market Purpose of marketing is to satisfy various need & desire of people, to realize actual exchange activity by exchange potential exchange in market Commodity of marketing includes not only single pure product, but non-material product such as thought, labor & service. Marketing is all-round management & selling activities which is in all fields of production, communication & consumption.

32 The Nature/Character of Marketing Scientific Application Wide Colligation Strong Practice Outstanding Art

33 Research Contents of Marketing Scanning the Marketing Environment Designing Marketing Products Developing Marketing Strategies Delivering Marketing Programs Managing the Total Marketing Efforts

34 Commodity Approach Research Method of Marketing Research Method of Western Marketing Institutional Approach Functional Approach Research method of western traditional marketing Research method of western modern marketing Managerial Approach System Approach Social Approach

35 The Development of Marketing Stage 1 Elementary Stage Stage 2 Applying Stage Stage 3 Renovating Stage Stage 4 The 2 nd Renovating Stage

36 Evolution of Marketing Concepts Evolving Process Production Orientation Concept Evolving Process Product Orientation Concept Evolving Process Selling Orientation Concept Evolving Process Marketing Orientation Concept Evolving Process Social Marketing Orientation Concept Evolving Process Mage-Marketing Orientation Concept

37 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

38 Comparisons among Various Marketing Concepts concepts Conception of production orientation Conception of Product orientation Conception of selling orientation Starting point Key attentions Marketing method enterprises production To enlarge production To decrease cost enterprises product Production of goodquality products enterprises product Promotion & Keeping Marketing Marketing objectives benefit by production enlargement benefit by good-quality production 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

39 Relative Links In the year of 2005, 10 major tourism marketing events in China More links

40 Section 1: Introduction to Marketing Section 2: Introduction to Tourism Marketing

41 Defining Tourism Marketing Tourism Consumer as Orientation, Exchange as Core Dynamic Management Process Wide Suitable Areas

42 Characters of Tourism Marketing Different Features of Tourist Products 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

43 Service Features of Tourism Marketing Intangibility

44 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

45 Goods-services continuum in tourism Tangible products 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

46 Service Features of Tourism Marketing Intangibility Inseparability

47 underlying principles of tourism service marketing Principle Explanation Implications 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

48 Service features of Tourism marketing Intangibility Inseparability Mobility

49 Service features of Tourism marketing Intangibility Inseparability Mobility Perishability

50 Underlying principles of tourism service marketing Principle Explanation Implications 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

51 Service features of Tourism marketing Intangibility Inseparability Mobility Perishability Heterogeneity

52 underlying principles of tourism service marketing Principle Explanation Implications 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

53 Service features of Tourism marketing Intangibility Inseparability Mobility Perishability Heterogeneity Lack of Ownership

54 underlying principles of tourism service marketing Principle Explanation Implications 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

55 Is tourism marketing 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 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 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 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 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 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.

56 Evolution of the concepts of Tourism marketing Evolving Process Evolving Process Evolving Process Production Orientation Concept Product Orientation Concept Selling Orientation Concept Evolving Process Evolving Process Evolving Process Marketing Orientation Concept Social Marketing Orientation Concept Mage-Marketing Orientation Concept

57 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

58 Development of marketing Stage 1 Theoretical Introduction Stage 2 Theoretical Exploration Stage 3 Theoretical Practice

59 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.

60 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

61 esearch significance of Tourism marketing Beneficial for changing concepts for enterprises, effective guides for managing activities 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

62 Research Methods of 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

63 Managerial Strategies of Tourist Service Enterprises Main Marketing Types of Tourist Service Industry

64 Main Marketing Types of Tourist Service Industry Enterprises Interior Marketing Exterior Marketing Employee Mutual Marketing Customer

65 Managerial Strategies of Tourist Service Enterprises Main Marketing Types of Tourist Service Industry Management of Tourist Service Enterprises Product Materiality Staff Management Expected Risk Management Management of Production Ability & Demand Consistent Management

66 Managerial Strategies of Tourist Service Enterprises Main Marketing Types of Tourist Service Industry Management of Tourist Service Enterprises Tourist Service Production Model

67 Tourist Service Production Model Organization and system in the background Hardware environment Customer A Customer B Direct service man invisible visible A series of service benefits on customer A

68 Marketing Key Concepts Tourism Marketing

69 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.

70 Tourism Marketing Management, Chapter 1: Introduction to Tourism Marketing