Tourism Marketing

( Marketing Plan )serves as a practical, concise, and strategic toolfor tourism practitioners on future action plans thatare carefully studied, taking into consideration thecurrent status of the company and external forces thatmay propel or hinder the growth of the business. 2 • 3 Key Elements To A Successfulmarketing Plan 2 - It is workable - It is realistic and flexible - It has measurable and achievable goals ( executive summary ) It is similar to the abstract of a research paper.Goal of this is to give brief and logicalpresentation of the contents of the marketing plan.Provides adequate information that represents the objectives,strategies and budget of the company It is written with buy in strategy in mind 2 ( Current Situation of the Company )discusses the existing product lines, current distributionsystem, and promotional strategies implemented to reach itsactual sales targets.It then compares actual sales performance versus salestarget 2 ( Environmental Factors )external factors can cause the decline or increase of one’sbusiness.Factors may include tourism promotions done by thelocal/regional/national tourism office, development of airlineroutes and infrastructure, new tourist attractions in the area,new convention centers being built.External factors may positively or negatively affect one’sbusiness. 2 ( Competitive Analysis ) How a hospitality establishment responds to newplayers in the market and new strategies of existingmarkets will make an impact on the firm’s profitability, Enable the company to know how to respondaccordingly 2 m ( Marketing Trends )Help marketers plan out product development andpromotional strategies 2 ( Market Potential ) Creating new demand for an existing productmay be tough but creating new demandthrough introduction of a new product may bean excellent way to gain profit. 2 ( Business development strategies ) are created based on the market potential of certainproducts and services 2 ( Marketing Research Findings ) to evaluate the external market and identifybusiness opportunities. 2 ( Property needs analysis ) Looks into gaps within the company’s profit areas.An analysis of major profit areas of theestablishment to see where revenue can bemaximized.A property needs analysis will reveal areas ofneglect that could actually generate profit if givenattention. 2 ( Strengths and weaknesses ) internal attributes that can be controlled 2 ( Opportunities and threats ) external attributes that cannot be controlled and whose effects can be either maximized or minimized 2 ( market positioning statement ) should have a positioning statement of how it wants to differentiate itself and its positioning in the marketplace 2 ( objectives ) are goals that companies want to achieve within acertain period of time.Provide clear direction for the strategies, tactics,and activities that will be done 2 •OBJECTIVE QUALITIES - quantitative - smart - Target Market. ( Quantitative ) – expressed in monetary terms, units ofmeasurements, time specific, and profit margin specific 2 ( SMART ) – specific, measurable, attainable, realistic and time-bound. 2 ( Target Market )A brief description of the demographics and psychographics of the market segment identified shall be place in the portion 2 • MARKETING STRATEGIES 2 -product strategy - pricing strategy - promotional mix - distribution strategy ( Pricing Strategy ) – a review of pricingobjectives, and possiblediscounting schemes is covered in thissection. 2 ( Product Strategy ) – a discussion on the new products to be launched, innovations, or upgrading of products and services is included. This may also include new packaging ideas, product bundles, and new product features or enhancements. 2 ( Promotional Mix ) – a presentation ofpromotional tools to be used to achieve thestrategies. Use only the tools that will helpmeet both the objectives of the plan and thecompany’s budget. 2 ( Distribution Strategy )– it should include the key intermediaries that will be helpful in achieving the marketing objectives. Assess the currentdistribution system and make recommendationson how best to maximize the product’s reachusing different intermediaries 2 distribution channels andmarketing ( Timetable )Include specific activities based on the identified marketing strategies, their expected time of roll-out, duration, and person-in-chargeIt can be in the form of GANTT Chart 2 ( budget ) is a numerical representation of the marketing commitment. should include projected annual income (broken down on a monthly basis to address seasonality and the resources needed to implement the marketing plan 2 ( Resources )– expenses for each marketing activity, manpower requirements, capital expenditures, and other monetary support. 2 ( Conclusion )A short reiteration of the salient points of the marketing plan. 2 •MARKETING PARAFERNALIA 2 - Video Ads - Print Ads & Posters - Social Media Posting (Online Campaign) ( Overarching creative strategy ) can help put together the marketing strategies Week 5 • KEY PLAYERS IN THE TOURISM AND HOSPITALITY INDUSTRY 2 - Private and nonprofit sectors - Public sectors services - Suppliers - Travel intermediaries - Tourist ( Private and nonprofit sectors ) include industry associations that have been established to protect special interest groups such as travel agency associations, financial services, academe, media, and insurance companies. 2 • EXAMPLE OF PRIVATE AND NON PROFIT SECTORS 2 - PTAA –Philippine Travel Agency Association - PHILTOA – Philippine Tour Operators Associations -CCC - Credit card companies ( Public sector services ) cover either national, regional, or provincial tourism organization. Marketing programs to promote their destinations to both intermediaries and individual tourist 2 • EXAMPLE OF PUBLIC SECTOR SERVICES 2 - DOT and its attached agencies - Local Tourism offices • SUPPLIERS ( Transportation Industry )- crucial to the success of tourism, Efficient transport system and road networks 2 ( Accommodation sector expenditure during travel. 2 )- huge part of a tourist’s ( Food and Beverage service sector ) - important supplier to provides for one’s biological need to eat and need to socialize when dining in. 2 ( Attractions )- basic requirements in having a successful tourist destination. 2 ( Events and Conferences )- key role in attracting both leisure and business travelers to a destination. 2 ( Travel Intermediaries )- bring the tourism product to the customer also known as channels of distribution or referred to as middleman. 2 ( Tourists )- heart of the tourism industry 2 ---------------------------------------------------( product ) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. 2 ( tourism and hospitality ) components as destination attractions, destination facilities, accessibility, image, and price 2 • THE TOURISM AND HOSPITALITY DEFINED - Destination Attractions - Destination Facilities - Accessibility - Image - Price ( Destination Attractions ) is a collection of attractions these are what the visitors want to see 2 ( Philippine attractions ) fall under the “sun, sand, and sea” – but also include old churches. Historical and cultural artifacts, festivals 2 ( Filipinos ) – known to be the friendliest people in the world 2 ( Destination Facilities ) a wide range of tourist facilities within the destination will help the tourist enjoy the destination attractions Includes: accommodation facilities, transportation, food and beverage, shopping centers, and many other facilities. 2 • TOURISM AND HOSPITALITY ACCESSIBILITY 2 * Infrastructure services - Airports - roads - bridges * Transportation Systems - Direct flight airplanes trains buses ( Image ) Central to the product, helps the visitor form expectations of what they will experience. It also motivates them to make a decision to visit the destination 2 ( Price ) It allows consumers to determine the level of services they may receive at the destination. 2 ( Pricing high ) – expectation of excellence and high standards. 2 ( Pricing it too low ) – doubts about the product quality 2 --------------------------------------------------• PRODUCT TYPES - Core products - Facilitating product - Supporting products - Augmented products ---------------------------( Core products ) – hotel room 2 ( Facilitating product )– check-in and check-out service 2 ( Supporting products )– business center and room service 2 ( Augmented products ) – interaction with service providers and other customers 2 • PRODUCT CONSIDERATION IN AVAILING OF TOURISM PRODUCT'S AND SERVICES 2 - Accessibility Atmosphere Customer interaction with service system Customer interaction with other customers Co-production ( Accessibility ) – how available the product to the consumer, in terms of location, hours of operation, and ease of availing the products and services. 2 ( Atmosphere ) – overall feel of the place – five senses. 2 ( Customer interaction with service system ) – inevitable for the tourism product. 2 ( Product life cycles ) are used by management and marketing professionals to help determine advertising schedules, price points, expansion to new product markets, packaging redesigns, and more. They can also help determine when newer products are ready to push older ones from the market. 2 ( Butler 1980 ) developed a concept popularly known as the Destination Life Cycle (DLC) which uses the product life cycle as its foundation. 2 ( DLC, destination life cycle ) provides a framework for the marketing and management of destinations as it develops over time 2