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Marketing in Tourism

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by

Martin Anlauf

on 30 January 2015

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Transcript of Marketing in Tourism

Tourism Marketing
Agenda
1.) Principles of Marketing
2.) Supplier perspective - different marketing approaches
2.) Diversity of touristic marketing products
3.) Importance of tourism in marketing -
performance clusters, performance chains
4.) Marketing Bearer - Macro-/Micromarketing
5.) Target groups - "free time" vs. business travel
Supplier's perspective - different marketing approaches
Push - Marketing
Pull - Marketing
Combination
attract guests to
visit a certain
destination
bring guests
to visit your destination
try to bring guests
of own country to
foreign one and
foreigners to yours
Diversity of touristic marketing products
Importance of tourism marketing -
performance clusters and performance chains
the tourism product contains
material and non-material
goods
e.g. transport, stayovers, food and beverage or tour guidance
the tourism product
contains "free goods"
e.g. landscape, climate, mentality, hospitality
Tourism
is a
product!
Performance clusters and performance chains are the only relevant indicators for tourism marketing!
Performance Cluster
privately owned companies (hotels, travel agencies)
public institutions (transportation and infrastructure)
What is offered by whom?

Certain elements of a performance cluster are offered by
Performance Chains
Single performances in particular,
which are developing the vacation experience and
lead to an entirety.
Travel Agency
Website
Benchmark
Transportation
to destination
1
2
3
Time in destination
Transportation within destination
4
Complaints
Recommendations
The Entirety
Guests are always evaluating their vacations
as an entirety and do not see the single elements
of the performance chain!
Complaint Management
becomes more difficult!
Principles of Marketing
Source: youtube.com (20.11.2012)
Marketing through...

VIP's/testimonials
events
emotions
seasons
community & hospitality
1. Planning and preparation of the journey months/weeks before travel
2. Transportation to the destination mostly few hours
3. Stayover days/weeks
4. Transportation back to hometown few hours
Micro-/Macromarketing
Micromarketing:
analog to the traditional single operating marketing of companies
e.g.
single travel agencies market travel products for different target groups
or
hotels market their products to their customers
Macromarketing:
The tourism product is an overall product, which includes all tourism suppliers (travel agencies, airlines, destinations or hotels)
Marketing is implemented in a collaborative way
Example of Macromarketing
The Marketing Bearer- Who is responsible?
public institutions (e.g. ministry of tourism); not flexible enough for marketing activities
they cannot market the whole diversity of tourism products in their country
traditional single operating marketing ; the company itself
- e.g. hotel chains, tour operators, airlines, etc.
The Marketing Bearer- Spain
Whole incoming tourism, managed by
Regions, tourism destinations, managed by
Destination Management Organisations
Diversity of Target groups
The vacation or "free time" traveller
travelling is a form of recreational activity,
outboard of the usual hometown and every day life
marketers differentiate in different target groups

type of vacation
sport
culture
recreation
wellness
way of transportation
car
bus
railway
plane
→ age or family status:
youth
family
senior
Source: youtube.com (20.11.2012)
The business traveller
travelling for business reasons
is done during working hours
payed by the company

Business journeys are made to care about business contacts or to visit special business events (e.g. congresses or fairs)
The business traveller
Differentiation between both target groups
Marketing for business tourism is connected to
the premium and high class sector
first class and five star offers are dominating
against
economy, low-cost or holiday tariffs
of the vacation tourism
In business tourism time is a very important factor
short-term bookings
short-term cancellations
short transportation time
short stayovers
are dominating against early bird bookings and long stayovers
Marketing Mix/4 P's:

Benchmark:

Segmentation:

Targeting/ Target Groups:

Positioning:
price, product, promotion, place,
(personal, processes, physical evidence)
analysis tool to compare own products with
those of competitors
analyse the market to get the knowledge
of potential new products
customer groups, that shall be attracted for
buying a company's new product
how and where to position a company´s
product within the market
Source: youtube.com (20.11.2012)
Summary
Source: youtube.com (20.11.2012)
If you have any questions,
we do whatever it takes to give you
a satisfying answer!
Thanks for your attention!
Literature and Sources
Source: youtube.com (20.11.2012)
Freyer, W.: Tourismus-Marketing- Markenorientiertes Management im Mikro- und Makrobereich der Tourismuswirtschaft, 5. Aufl.,München 2007
Kotler, P., Armstrong, G., Wong, V., Saunders, J., Principles of Marketing, 5 Aufl., 2008


http://www.seos-project.eu/modules/landuse/images/TenerifePlaya94.jpg
http://www.museum-norderney.de/assets/images/1950.jpg
http://www.kunstnet.de/werk/264994-ddr-urlaub
http://www.tlcmarketing.com/site_images/tlc/de/news/main/valencia_mainDE.jpg
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http://www.fliegen.com/blog/wp-content/uploads//2010/02/marriot1.jpg
performance clusters and chains as main indicators of tourism marketing
tourism marketing has to focus on overall performance of tourism product to guarantee 100 percent satisfaction
tourism marketing shall be flexible due to continuous change of consumer's wants and needs
Source: youtube.com (20.11.2012)
Full transcript