Marketing and Tourism
4Ps where
Product is service element, branding and tangible objects
Price means discounting, getting the best value for the money
Place using push and pull strategies and direct sales
Promotion to include advertising, brochures and sales promotion
Key objective for tourism in positioning – product’s place in the consumer’s mind with regard to the competition.
Positioning maps – for hotels with low to high prince, high to low service axioms into four quadrants.
Stages of product life cycle – introduction, growth, maturity, decline Certain consumers come at different stages to the product.
BRANDING – identification through differentiation.
Product plc stage Consumer Mkt program
Summersun Mat. Middle majority reassuring promo, emphasize
Holidays families brand. Relaunch with new dest.
Long-haul Intro Innovators-outer Promo to build awareness.
Holidays directed Distrib sales promo. Emphasis
On product excitement
Flydrive Growth Families in mid brand building promo.
Holidays mid income seeking Safety reassurance
New experiences
Build brand equity through repeated experience, service, brand positioning
Use of branding for international consumers
Sector Example Comments
Destinations Spain – Passion for life attract up-mkt seeking cult. exp
Transport British Air “The world’s int cust seek reliability and
Favorite airline” customer service
Attrctions Disney Paris children
Tour Operator Sustainable program envir. Conscious tourist
Accommodation MGM Vegas attract cust.seek ent &gambling
PRICE
Price must relate to consumer expectations
Major airline.
Product Customer Expectations
1st Class hi ec & status hi personal service, rapid check
in, roomy seats
Bus class med/high soc-ec class med personal service, check in,
space and bus services
Coach families, low/med lo pers serv, limited menu, tite
How price is used to influence customers in tourism
Technique Example Effects on consumer behavior
Low intro tour operator lures consumer to new markets
Low across board econ air travel encourages cos to travel
Last-min discount middle range hotel encourages impulse purchase
Discount to segments museum encourages groups
Premium luxury hotels status, value and exclusivity
PLACE
How travelers access information and reservations
Push to retailers and wholesalers
Pull to individual consumers- Internet
PROMOTION
PR – to create favorable impression of organization
Brochure-initiate sales
Advertising –reach large audiences, TV and magazine
Sales promotion – trial and repeat packages
Personal selling – agents, hotel concierge
POP materials – highlight themes “Irish holiday”
Direct mail – database customization to clients
Exercise: How will this mix work with Wine Country tour?
Vegas marketing video. What is highlighted? From whose perspective?