1. -A presentation on it’s uniqueness
presented by-
Sushma Sahu
Institute of Tourism & Hotel
Management, Pt. Ravishankar
Shukla University, Raipur (CG)
2. Introduction-
Marketing is the process for getting a company's
product or service out to consumers.
Tourism and Hospitality marketing is how segments of
the tourism industry such as transportation, hotels,
restaurants, resorts, amusement parks and other
entertainment and accommodations businesses
promote their products or services.
3. The following summarizes the three main components
of the marketing concept that we have addressed
above:
1) Customers’ needs/ wants/ demands – the focus
of the marketing concept is to satisfy customers’
needs, wants, and demands;
2) Profitability – companies aim to generate profits
by satisfying their customers’ demands better than
their competitors;
3) Integrated marketing – marketing is a concerted
effort from all personnel within a company.
4. Tourism and Hospitality are service
industry.
Therefore, a different approach Is
required for its implementation.
The special features of tourism and
hospitality marketing are….
5. The uniqueness-
INTANGIBILITY
INSEPERABILITY
PERISHABILITY
HIGH UNSTABLE DEMAND
VARIABILITY
MOTIVATIONS
DOMINANT ROLE OF INTERMEDIATES
BRAND MARKETING
EMOTIONAL MARKETING
AFFINITY MARKETING
NO OWNERSHIP
6. INTANGIBILITY
Services cannot be seen, tasted, felt, heard, or smelled
before they are purchased.
In the tourism and hospitality industry many of the
product sold, are only experiences.
7. INSEPERABILITY
In tourism and hospitality services, both the service
provider and the customer must be present for the
transaction to occur.
Service inseparability also means that customers are
the part of a product.
Another implication is that customers and employees
must understand the service delivery system because
they are coproducing the service.
8. PERISHABILITY
Services cannot be stored.
If a service is unused, it is wasted.
Ex-if a hotel of 100 rooms does not gets reservation for
40 rooms, the 40 rooms cannot be stored away.
9. HIGH UNSTABLE DEMAND
In tourism and hospitality industry, the demand is
influenced by factors such as economic , political,
natural disasters etc.
Seasonal changes greatly affect the demand of
products.
Eg- many tourist areas have short tourism buisness
months.
10. VARIABILITY
Services are highly variable.
The quality of services depends when ,where and by
whom are they provided.
The simultaneous production and consumption of
services makes it difficult to maintain their
consistency, specially during peak periods.
11. MOTIVATIONS
Motivation here refers to the subjective and objective
reasons, expectation and desires which influence
tourist choice for a certain destination.
Different individuals can make same or different
choices for entirely different or mutually exclusive
reasons.
12. DOMINANT ROLE OF
INTERMEDIATES
Intermediates here refers to
-tour operators
-travel agents
-hotel brokers
These play a very important role as they eventually
enjoy superior marketing strength.
13. BRAND MARKETING
Brands are defined as unique elements that identify a
product and set it apart from others.
Advantages-
- Memorability.
- Loyalty.
- Familiarity
- Premium image, premium price
- Greater company equity
- Lower marketing expenses
- For consumers, less risk
14. Emotional Marketing
The use of words, signs, and/or symbols aimed at
soliciting some set of emotions, such as- joy,
excitement, relaxation from a target audience.
15. Affinity Marketing
Marketing programs sponsored by organizations that
solicit “involvement” by individuals who share a
common interest and/or activity
Seeks to get consumers to buy and use a particular
product based upon a shared activity or interest
I.e., credit card companies
16. NO Ownership
Tourism attractions have no ownership, as well as no
ownership passes from seller to buyer in tourism
industry. The buyer only acquires the right to certain
benefits for specific time period of what the seller
offers.
17. Marketing is also about:
Place (location)
Distribution (making the product readily
available)
Pricing (the cost and profit margins)
Product image (how the product is perceived)
Promotion (communication to the market via
advertising, public relations, and sales
promotion)
Relationship marketing
