tourism marketing...
TRANSCRIPT
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourism Marketing Management
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Chapter 1 “Introduction to Tourism Marketing”
Chapter 9 “Channels of Tourism Distribution”
Chapter 8 “Policies of Tourism Price”
Chapter 7 “Policies of Tourism Product”
Chapter 6 “Segmentation of Tourism Marketing”
Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation”
Chapter 4 “Impacted Factors of Tourist Behaviors”
Chapter 3 “Environment of Tourism Marketing”
Chapter 2 “Investigation of Tourism Marketing Survey”
Chapter 11 “Management of Tourism Marketing”
Chapter 10 “Policies of Tourism Marketing”
Chapter 1 “Introduction to Tourism Marketing”
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Chapter 1:
Introduction to Tourism Marketing Management
Objectives
Summaries
Key Concepts
Exercises
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
Objectives
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1:
Introduction to Marketing
Section 2:
Introduction to Tourism Marketing
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Customer Orientation
Marketing for
Hospitality and Tourism
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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)
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Travel Routes
or Regions
Generating Zones Receiving zones Transitory
Destinations
(stop-offs on route)
Tourism Flows
This is the essence of
tourism marketing:
the attraction of a
potential visitor from a
generating area to a
receiving destination
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Classification of Travelers
Source: World Tourism Organization
Holidays
Culture
Active sports
Relatives and
Friends
Other
pleasure
purpose
Meeting
Mission
Business
Studies
Health
Transit
Vairous
Pleasure
Professional
Other
tourist motives
Purpose
of visit
Travelers
Included in tourism statistics
Visitors
Tourists (1) Excursionists(3)
Non-nationals
(foreigners)
Nationals residents
abroad
Cruise
passengers (4)
Day visitors
(5)
Crews (6) Crew members (non-resident)
(2)
Border
workers
Nomads Transit
Passengers
(8)
Refugees Members of the
armed forces (7)
Representation of
consulates (7) Diplomats (7) Temporary
immigrants
Permanent
immigrants
Not included in tourism
statistics
1. Tourists: Visitors who spend at least
one night in the country visited.
Crew members (non-resident): Foreign air
or ship crews docked or in lay over and who
use the accommodation establishments of
the country visited.
3. Excursionist: Visitors who do not spend the
night in the country visited although they may
visit the country during one day or more and
return their ship or train to sleep.
4. Cruise passengers: Normally included in
excursionists. Separate classification of
these visitors is nevertheless recommended.
5. Day visitors: Visitor who come and leave
the same day.
6. Crews: Crews who are not residents of
the country visited and who stay in the
country for the day.
7. Member of the armed forces, representation of
consulates, diplomats: When they travel from
their country of origin lo the fluty station and
vice-versa (including household servants and
dependants accompanying or joining them.)
8. Transit passengers: Who do not leave the
transit area of the airport or the port. In certain
countries, transit may involve case, they should
be included in the visitors statistics.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Principles of tourism
1. Tourism is an amalgam of phenomena and relationships.
2. Two elements, the journey to the destination (dynamic element)
and the stay (static element), are fundamental.
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.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Technical Definitions: Tourism
Traveler, visitor or tourist 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.
International Tourism Travel between countries by various modes of travel for the
purpose of tourism. This can be subdivided as follows:
Long Haul Travel which involves long distances (say over 1000 miles)
for example, between continents.
Short Haul Travel between countries which involves shorter distances or
travel time (say 250-1000 miles).
Inbound Visits to a country by non-residents (importation of overseas
currency).
Outbound Visits by residents of one country to another country
(exporting currency to other countries).
Internal Tourism Travel by residents in their own country.
Domestic Tourism Internal travel and inbound tourism in total.
National Tourism Internal travel and outbound tourism.
Excursionist or
Same Day Visitors
Visitors who begin and end their visit from the same base
(home or holiday base) within the same 24 hour period.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourism Supply Sectors
Transport Sector
(international and national)
Airlines
Road transport providers
Car rental
Railways
Bus and coach companies
Ferries
Fixed track systems, etc.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourism Supply Sectors
Tourism Media
• TV and Radio
• Video
• Travel Guides
• Communication Systems-Internet, etc.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourism Supply Sectors
Destinations
• National tourism organizations
• Regional tourism organization /
associations
• Area tourism organization
• City bureaus of tourism
• Tourism association
• Local authorities
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourism Supply Sectors
Visitor Attractions
• Theatres
• Museums
• Historic Homes
• Art Galleries
• Gardens
• Entertainment
• Retail / Leisure Complex, etc.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourism Supply Sectors
Local Community
• Unpaid Supply Element
• Supply Sectors Serving Tourism Sector
• Place and Sense of Pride, etc.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourism Supply Sectors
Hospitality: Food and Beverage
Restaurants
• Cafes, fast food
• Bars
• Roadside houses allied to accommodation, etc.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourism Supply Sectors
Natural / Human Attractions
• Natural Features
• Open Spaces, Parks, Promenades
• Markets
• Historic Quarters
• National Parks
• Amenities, etc.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourism Supply Sectors
Event and Entertainment
• Events
• Arts and Culture
• Entertainment
• Stadiums
•Concert Halls, etc.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Customer Orientation
Marketing for
Hospitality and Tourism
Hospitality Marketing
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
企业名称 1996年销售额(10亿美元)
McDonald's 31.81
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
Eatery Enterprises in USA
with Revenue of over 1 Billion US Dollars
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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 411170 4152
2、国际假日饭店 352483 187l
3、精品国际 285010 3213
4、景佳西部国际 276769 3430
5、马里奥特公司 174052 806
6、希尔顿饭店公司 94.718 229
7、IBL有限公司 87015 769
8、普劳摩斯有限公司(The Promus Companies Inc.) 80736 532
9、ITT喜来登公司 128225 397
10、卡尔森饭店公司 76828 346
11、凯悦饭店公司 76920 747
12、福特饭店集团(Forte Hotels) 85603 950
13、拉昆塔汽车旅馆 28951 224
14、优先饭店集团(Preferred Hotels) 35254 147
15、两棵树饭店公司 25023 99
16、红屋顶客栈 23432 210
17、国际饭店集团 23795 373
18、骑士客饯 58319 285
19、威斯汀饭店与度假地集团 58391 70
20、R&Bb房地产集团 28084 38
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Significance
of Marketing
First, it refers to the economic
activities of marketing.
Second, it is a discipline of
management studying marketing
activities.
Marketing is a social &
managerial process that a
person and group to create
products and values and
exchange so as to satisfy
their needs and desires.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Core marketing
concepts
Need
Market Want
Transaction
Demand
Product Exchange
Core Marketing Concepts
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Ellsworth Statler (1863-1928)
Ralph Hitz (1891-1940)
J. Willard Marriott (1900-1985)
Ray Kroc (1902-1984)
Cases of Some Great
Marketing Precursors
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Main body of marketing needs to exchange by market,
or supply product & service for market,
Buy product and service by market
Marketing is all-round management & selling activities
which is in all fields of production,
communication & consumption.
Commodity of marketing includes not only single
pure product, but non-material product
such as thought, labor & service.
Purpose of marketing is to satisfy various need &
desire of people, to realize actual exchange
activity by exchange potential exchange in market
Core Contents
Of Marketing
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
The Nature/Character
of Marketing
Scientific Application
Wide Colligation
Strong Practice
Outstanding Art
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Scanning the
Marketing Environment
Designing Marketing
Products
Developing Marketing
Strategies
Delivering Marketing
Programs
Managing the Total
Marketing Efforts
Research Contents
of Marketing
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Research Method of Western
Marketing
Research Method
of Marketing
Research method of western
traditional marketing
Research method of western
modern marketing
Commodity Approach
Functional Approach
Institutional Approach
Managerial Approach
Social Approach
System Approach
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
The Development
of Marketing
Elementary Stage Stage 1
Applying Stage Stage 2
Renovating Stage Stage 3
The 2nd Renovating Stage Stage 4
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Social Marketing Orientation Concept Evolving Process
Evolution of
Marketing Concepts
Production Orientation Concept Evolving Process
Product Orientation Concept Evolving Process
Selling Orientation Concept Evolving Process
Marketing Orientation Concept Evolving Process
Mage-Marketing Orientation Concept Evolving Process
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
concepts Starting
point
Key
attentions
Marketing
method
Marketing objectives
Conception of
production
orientation
enterprises production To enlarge production
To decrease cost
benefit by production
enlargement
Conception of
Product orientation
enterprises product Production of good-
quality products
benefit by good-quality
production
Conception of
selling orientation
enterprises product Promotion &
Keeping Marketing
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
Comparisons among Various Marketing Concepts
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Relative Links
In the year of 2005, 10 major tourism
marketing events in China
More links
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Section 1:
Introduction to Marketing
Section 2:
Introduction to Tourism Marketing
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Defining Tourism
Marketing
Tourism Consumer as Orientation,
Exchange as Core
Dynamic Management Process
Wide Suitable Areas
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Different Features of Tourist Products
Characters of
Tourism Marketing
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Intangibility
Service Features of
Tourism Marketing
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Goods-services continuum in tourism
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
Tangible
products
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Intangibility
Service Features of
Tourism Marketing
Inseparability
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Intangibility
Service features of
Tourism marketing
Inseparability
Mobility
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Intangibility
Service features of
Tourism marketing
Inseparability
Mobility
Perishability
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Intangibility
Service features of
Tourism marketing
Inseparability
Mobility
Perishability
Heterogeneity
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Intangibility
Service features of
Tourism marketing
Inseparability
Mobility
Perishability
Heterogeneity
Lack of Ownership
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Is tourism marketing different?
@ 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 week.
@ 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 uncontrollable.
@ 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 rapidly.
@ 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 instances.
@ 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 restaurants.
@ 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.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Evolution of the concepts of
Tourism marketing
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 Evolving Process
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Development of
marketing
Theoretical Introduction Stage 1
Theoretical Exploration Stage 2
Theoretical Practice Stage 3
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Beneficial for changing concepts for enterprises,
effective guides for managing activities
Research significance of
Tourism marketing
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
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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
Research Methods of
Tourism Marketing
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Main Marketing Types of
Tourist Service Industry
Managerial Strategies of
Tourist Service Enterprises
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Main Marketing Types of Tourist Service Industry
Enterprises
Exterior
Marketing Interior
Marketing
Mutual
Marketing
Employee
Customer
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Main Marketing Types of
Tourist Service Industry
Management of
Tourist Service Enterprises
Managerial Strategies of
Tourist Service Enterprises
Product Materiality
Expected Risk Management
Staff Management
Consistent Management
Management of Production
Ability & Demand
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Managerial Strategies of
Tourist Service Enterprises Main Marketing Types of
Tourist Service Industry
Management of
Tourist Service Enterprises
Tourist Service
Production Model
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Tourist Service Production Model
Customer A
Customer B
A series of service benefits on
customer A
Organization
and system
in the
background
Hardware
environment
Direct
service man
visible invisible
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
Marketing
Tourism Marketing Key Concepts
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China
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.
“Tourism Marketing Management”, Chapter 1: “Introduction to Tourism Marketing”
Department of Tourism, Fudan University, Shanghai, China