Tourism and Hospitality Marketing

Marketing has evolved from simple trade, to production

orientation to sales orientation.

Tourism is one of the leading industries of the future. It has

become one of the world’s largest and fastest growing
industries

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Marketing for tourism covers several levels, from the tourism
destination, product itself, down to the specific tourism
products and services that a tourist should avail of the
complete the tourist experience.
Tourism and hospitality marketing used to be define in generic
terms with all the other products. Because of its unique
characteristics of intangibility, inseperability, variability,
perishability , seasonality, and substitutability , is distinct in
how it is applied.

Tourism marketing can be defined as a management process where

destinations, products, and services are designed, promoted , and
distributed to meet the needs and wants of prospective tourists.
 UNIQUE CHARACTERISTICS OF TOURISM

Intangible -can not be touched , tasted , felt, nor heard prior

to purchase. They cannot be subjected to prior scrutiny .

Inseparable- tourism product cannot be separated from the

consumer.
Variable – the tourism experience is likely to be different depending on when
the product is availed , who one with, and how the service providers deliver
the service at the time of consumption.

Perishable – Tourism product is one of the most highly perishable of

products. Perishability refers to not being able to forward inventory to the
next day.
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Seasonal – the seasonality of the tourism product hinders it
from maximizing its profits all year round.

Substitutable – Competition in the tourism industry is intensifying with

new destinations emerging and competing in the global marketplace,
one destination can easily, one destination can easily be substituted for
another destination.

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 Marketing Mix

1.The product or service is what the company is offering

to satisfy a consumer’s want or need

2. The price is the value that the seller puts on the product or
services

3. The place is the means by which the product ore services reaches
the consumer.
4. The promotion is the strategic plan by which customers are informed
about the product or service and its value.
Promotion encourage customers to purchase the product or service.
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5. People – are the target market/audience of the product or
services offered by the business

6. Packaging – it is how the product or service being

presented to the customers

7. Programming – planning and timing of introducing a unique product

or service that caters the needs and wants of the customers.

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INTEGRATED MARKETING COMMUNICATIONS

It is a process of using all forms of

promotion to achieve maximum
communications impact while
maintaining a consistent image for
the products and services.
 FACTORS THAT CONTRIBUTED TO THE
GROWTH OF IMC

 Consumers have become less responsive to traditional advertising

 Remote control allows viewers to change channels while commercials are on
going
 People shifted using computer and gadgets
 Interaction enhances thru the use of smartphones and wifi networks
 Maximize the resources effectively and efficiently
 The rise of big retailers
 The growth and development of data base marketing
 Digital marketing strategies
 Combining traditional and digital marketing strategies to create awareness on
different target market
Integrated Marketing Approach

REACH TARGET
MARKET

Used of
ACHIEVE COMPANY
Integrated
OBJECTIVE
Marketing
Approach
WITHIN AVAILABLE
BUDGET
MARKET- a set of actual and potential byers of a
product. These byyers share a particular
need and want that can be satisfied
through exchange relationship ( Kotler et
al. 2016)
The tourism industry aims to target a specific set of
individuals. There are three 3 steps to target marketing
1.Market segmentation
2.Market targeting
3.Market positioning
MARKET SEGMENTATION - Is dividing the market into distinct
groups that might require separate products and/or marketing
mixes.

Characteristics of Market Segment

1.Identifiable ( can be located and identified)
2.Cohesive ( qualities are common to all)
3.Measurable (estimate the size and potential spending of
the members)
4.Accessible (accessibility of the target market)
5.Substantial (segments must be large)
6.Actionable (effective penetration of the identified segment)
 Variables for Segmentation

1.Geographic ( divide the market according to nation,

states, regions , etc.)
2.Demographic ( base on age, lifecycle , gender, etc.)
3.Psychographic ( link personality to the product)
4.Behavioral ( identify behavioral include occasion
segmentation, benefits sought, user status, etc)
5.Technographic ( individual who are techy savvy )
 Marketing Coverage Strategies
Undifferentiated Marketing
PRODUCTS TARGET MARKET

Differentiated Marketing
TARGET MARKET

PRODUCTS TARGET MARKET

TARGET MARKET

Concentrated Marketing
PRODUCTS
MARKET POSITIONING
Is the developing competitive positioning for the
product and appropriate marketing mix (Kotler 2017)

UNIQUE SELLING PROPOSITION ( USP)

is a term used to identify what makes the product
or service different from others.
 Positioning strategies

 Specific products attributes such as price and special

features can be used to position the product
 Positioning the product based on certain classes or
segments of users (e.g. women or children as primary
users) can also be done.
 A company can decide to position itself against an existing
competitor and present its edge over said competitor
 NEW EMERGING MARKET

* This is vital in the tourism industry.

* The process of identification of new market
should be seriously done.
* Tourist frequent travel
Activity no. 1

1. Be more observant. As you travel to school, check out how tourism

establishments and destinations are marketing their products and services. Look
at the billboards, transit, posters, tarp, inside and outside of the vehicle) .

2. Express your thoughts and write down not less than 200 words or more.

Activity no. 2

2. Visit any fast food, or restaurant, observe the kinds of people who patronize the
products on the menu.
3. What product do children eat?
4. How about their parents and other relatives?
5. What segment of the market do these fast food chains cater to?

Submission is on January 21, Sunday. Late submission will have 20 points

Thank you