TOURISM MARKETING

A. Overview.
1. Warm-up: act.A: 1. Lake resort; 2. A health/spa resort; 3. A ski-
resort; 4. An eco- resort; 5. A beach resort; 6. An island resort
 Why does people know this place? – social media
marketing, email marketing, advertising and online
website deals.
 This is advertising. What is the role of advertising in
tourism?
- Marketing of tourism is not...
+ The same as advertising. ( This is only a small part of marketing.)
+ Just about selling. (There are many other related activities which are involved.
)
- (So what is it? There are) 4 mains aspects known as “marketing mix”. They
are:
+ The Product: must meet the needs of the consumers
+ The Promotion: (there are several methods of promoting a product) including
advertising, special offers, mailing or sponsorship.
+ The Price: depends on financial objectives as well as the kind of consumers
you aim at
+ The Place: where do people buy the products? ( This concern both means of
distribution and type of retail outlet)
Comeback to our topic:
2. What is marketing? – The process of identifying and targeting
particular groups of people with the aim of selling them a product
or a service
3. Why is marketing important?
( Tourism is one of the fastest growing industries in the world and is also one of
the best ways to boost a country’s economy. With more and more destinations
realizing this and seeking to attract more tourists, the industry is becoming
increasingly competitive. This is why it’s now more important than ever to
ensure that your marketing strategy is up to scratch.)
( There are 5 reasons why marketing is important: )
1. Identify the ideal target market
( The first step to developing a successful marketing campaign is identifying
who the ideal target market is. Depending on the experience on offer, the
customer will vary.)
2. Attract new customers and develop loyalty
( Once the ideal target market has been identified, a strategy to reach these
potential customers must be developed. Because customer loyalty is key, a lot
of time needs to be devoted to building brand awareness and creating ongoing,
interconnected campaigns that both target previous guests, and attract new
ones. )
3. Understand the customer journey
( In tourism, the ultimate end goal is the sale of an ‘experience’ – not a material
object. This means that the customer journey to making a purchase is rather
different and comes with its own set of challenges. Understanding this ‘journey’
that the customer takes before going through with a purchase is critical to a
successful marketing campaign. )
4. Stand out from competitors
( As the tourism industry becomes more and more competitive, it’s important to
make sure that your business stands out. Highlighting what is unique or
different about the business is one of the best ways to achieve this. A really
good marketing strategy is able to communicate these points effectively to the
customers in a way that ‘speaks’ to them.)
5. Hone in on the most effective tactics
( Using research and analytical tools, a marketing strategy allows you to assess
which resources are best helping to reach your audience, and then focus on
those resources to ensure the best ROI possible. At the end of the day, having a
good marketing strategy in place allows you to feel confident in knowing that
all your business’s marketing needs are being carefully looked after. )
4. Market research
4.1. Analysing the market:
* Characteristics of markets
* Which companies are the market leader
4.2. The way marketer get the necessary information
* Primary research:
- Is new information from:
+ People : customers, retailers,...
+ Observation: of shoppers,...
- And information is recent, can ask specific question ( good method for
psychology research)
- Less expensive and time- consuming
* Secondary research:
- Is information from sources: books, Internet, trade mags, reports,... -> already
existed
- And cheap, good overview of market, based on real sales statistics, relatively
fast
- Less reports -> sometimes expensive, poss.out of date
* Qualitative research:
- Is not numbers, usually verbal information, used to find out attitudes, beliefs,...
Methods incorporated interviews, focus groups, ...
- And reveal unknown probs, basis for quantity methods
- Is group, opinions easily led by one person, only small numbers therefore
difficult to generalige.
* Quantitative research:
- Is statistics information, usually thro’questionaires
- And good for factual information, overview of trends so large nos
- Less sample must have v.big, people lie therefore results may not the same
reliable, low response rate for questionnairea
5.Marketing processes:
Step 1: Planning
i. Marketing program planning is the process of designing and
organizing specific marketing activities to achieve business
goals set out in the Marketing plan.
 ii. This program will identify the methods, tools and resources
needed to implement a marketing and customer acquisition
strategy.
1. Advertising online and on social networks
2. Event organization and PR
3. Sale and promotion costs
Step 2: Implement
i. Plan implementation is the process of implementing activities
and tasks that were planned in the previous period. This is an
important stage to ensure that marketing activities are carried
out on schedule and according to the proposed plan.
Step 3: Implementing
6. Tourism market segmentation
+ Definition: Tourism market segmentation is the tactical instrument for getting
a clear picture of the heterogeneity and commonalities among potential tourist
groups.
+ Classification:
- Geographic segmentation: the market is divided
according to geographical areas such as regions,
cities, states, countries, topography, political
boundaries, etc.
( These criteria are based on the assumption that people from the same place
may share features such as lifestyle characteristics and consumption habits.)
- Demographic segmentation: separates tourists
by their gender, age, life cycle, family structure,
ethnicity, or socioeconomic background, among
other factors.
- Psychographic segmentation: more strongly
considers the psychological composition of the
tourist.
(Marketing professionals gather information about the target tourists’ lifestyles,
personalities, values, and interests, being careful that tourists within the same
demographic segment may have vastly different psychographic profiles.)
 - Behavioral segmentation: distinguishes
consumers based on consumption habits such as
frequency or brand loyalty.
B. Practice.
Part 1. Vocabulary
Task 1: Match each words with the given definition.
1. Destination
2. Tourism
3. Digital marketing
4. Marketing research
5. Strategy
6. Attaction
7. Advertising
8. Luxury
9. Convenience
10.Provision

A. Is a form of communication used to promote a product, service or brand

to a target group of customers.

B. The systematic gathering, analysis, and of data to inform marketing

strategies and decisions, including understanding customer preferences,
market trends, and competition.

C. A place that people are traveling to or visiting, often chosen for its
specific attractions, natural beauty, cultural heritage, or recreational
opportunities

D. something that makes people wants to go to a place or do a particular

thing
 E. The activity of traveling to a place for pleasure, relaxation, or business
purposes.

F. The use of digital platforms, such as websites, social media, and email, to
promote tourism products and services and engage with customers.

G. a long-range plan for achieving something or reaching a goal, or the skill

of making such plans

H. Fully meet customer service and requirements

I. Brings comfort and saves time to customer

J. is a concept that refers to high-end, luxurious and classy products,

services or experiences. It is often associated with quality, exclusivity,
sophistication and high class.

Task 2: Fill a word in each blank to complete sentences.

1) The growth of tourism……. on customers.

A.Depends B. Irrelevant C.Affect

2) The quality of tourism is…… through the experiences of passengers.

A.criticize B.evaluated C.consider

3) Culture in tourist areas is ……and depends on the season

 A. different B. relative C. contrast

4) People often travel after months of……

A. Disengaged B. healthy C. Hard working

5) Older people often tend to prefer …..tourist areas.

A. Quiet B. modern C.expensive

6) The beach resort market often….. over the years

A.reduce B.Constant C.increases

7) Children who travel often go to places with amusement parks

A. amusement park B. Heritage sites C. Local specialty

8) Tourist areas must contribute taxes to the state

A. contribute B. hosted C. held

9) Prices of tourist areas are ……

A. the same B. different C.Opposition

10) Travel destinations are……because of their customer

experience
 A.Appreciate B. Favourite C.underrated

Task 3
1. Tourism marketing 2. digital marketing 3. travelers
4. Destination 5.visitors 6. Experiences
7. marketing strategies 8. influencers 9. Product
10.generate positive
..............is a critical aspect of promoting destinations and attracting travelers. In
today's competitive tourism industry, effective ………are essential to capturing
the attention of potential…..…… and ensuring the economic growth of a
destination.
In today's digital age, social media ………... and online influencers are vital
tools in effective tourism marketing. By utilizing these platforms, destinations
can connect directly with potential …..……., engage in real-time interactions,
and build a strong online presence. The …..…….. must meet the needs of the
consumers. Collaborating with ….……who align with the destination's image
can significantly increase visibility and reach a broader audience.
Compelling content creation is key to successful tourism marketing. Utilizing
visually appealing images, captivating videos, and engaging storytelling,
marketers can showcase the unique ….….. and attractions of a …..... . By
highlighting the best that a place has to offer, marketers can enhance visitor
interest and ……word-of-mouth recommendations.

Part 2. Reading

Task 1: Read the following passage and write T for correct answer, F for
incorrect answer.
Finding your way in hospitality marketing
The hospitality industry, whether corporate, government or retail, is important
for the economies of many countries in an age where travel is easy and the
world becomes smaller every day. Businesses have known for a long time that
their success is increased by good marketing, but misconceptions about
marketing are widespread.
Marketing is often considered to be ‘just’ advertising and selling of attractions,
transport, accommodation, and entertainment. Of course, it is much more, and
includes the development of service, distribution, pricing, and also localization,
which involves ensuring that services and products are embedded in the local
setting. Through marketing, the right product or service is matched to the right
market or people. As hospitality is a service industry, its main products are
intangible, that is, you cannot see thus This means that businesses must consider
improvement of the overall experience, including customer service and staffing.
Companies should use a marketing system in which these aspects are
continuously reviewed. M Efficiency in marketing is required for this.
Let’s focus on restaurants specifically. In the area, government hospitality may
not be sates-driven enough corporate hospitality may be subject to heavy
competition, and there may simply be too many retail businesses, but Melnik of
people, systems and career paths is relevant to all sectors (although differing
cultures may make it hard to cross from one to the other).
Not many catering organizations generate the turnover that is necessary to
support the hiring of specialist staff or the funds to retain an external consultant
to attend to then marketing for them. The majority of small business owners
have to take the initiative themselves. One of the basic objectives of marketing
is to attract new custom. Another is to repeat trade from customers so that the
business can reach operational capacity. Visitor numbers may be insufficient to
justify the expense of opening your outlet (place of retail business). What
alternatives do operators have?
If an operator decides to build up their trade, there are certain. Matters which
should be addressed before they begin. It is one thing acquiring new customers;
it is, however, entirely different getting then to spend their money. Firstly, it is
important to establish whether the present customer service is of a high enough
standard to gain new customers by word of mouth.IE not, there is no point in
reverting to attract new trade until there is certainty the operation is going to
retain if. Secondly, the question must be asked whether the operator and staff
are properly trained to make the most of sales opportunities when new
customers present themselves. It is clear that these questions are now being
addressed by the majority of hospitality operators.
According to research, there are two main ways to boost income. Operators can
either increase customer numbers by marketing, or they can try to increase the
average amount they take from each customer. Another option could be to
increase prices, but most entrepreneurs do not consider this a workable option.
They often see it as a last resort. If a business is showing negative growth or
decline, while its operators are investing in marketing, it is clear that it must be
losing customers.
To attract more customers, both external and internal marketing should be
applied. External marketing is addressed to clients outside your organization.
Examples are advertising, special promotions, and direct mail. Simultaneously,
operators should develop internal marketing-service and sales skills. The
distinction between the two is very important, for without good internal
marketing, any campaign to attract new customers is bound to lead to
disappointing results.
Research has shown that it does not matter greatly what operators and staff
think of their own business because customer perception is all there is in
marketing. Customers will view any service in what Loin Peters described as
‘their idiosyncratic and irrational way’. Excellent quality, above average
service, consistency, and the perception of value for money – That what it’s all
about. If these conditions are fulfilled, research (as well as our own personal
experience) has shown that growth come naturally. Marketing is all about
managing perceptions.
1. The hospitality industry is trivial for the economies of many countries.
2. Through marketing, the right product or service is matched to the right
market or people.
3. As hospitality is a business administration its main products are intangible.
4.The basic objectives of marketing are to attract new custom.
5. According to research, there are two main ways to boost income.
6. Many catering organizations generate the turnover that is necessary to
support the hiring of specialist staff or the funds to retain an external consultant
to attend to then marketing for them.
7. Firstly, it is not important to establish whether the present customer service is
of a high enough standard to gain new customers by word of mouth.
8. Operators should develop internal marketing-service and sales skills.
9. It is one thing acquiring old customers; it is, however, entirely different
getting then to spend their money.
10. The distinction between the two is very important, for without good internal
marketing, any campaign to attract new customers is bound to lead to
disappointing
Task 2: Read the passage and choose the correct answer
TOURISM
A. Tourism, holidaymaking and travel are these days more significant social
phenomena than most commentators have considered. On the face of it, there
could not be a more trivial subject for a book. And indeed since social
scientists have had considerable difficulty explaining weightier topics, such
as work or politics, it might be thought that they would have great
difficulties in accounting for more trivial phenomena such as holidaymaking.
However, there are interesting parallels with the study of deviance. This
involves the investigation of bizarre and idiosyncratic practices which
happen to be defined as deviant in some societies but not necessarily in
others. The assumption is that the investigation of deviance can reveal
interesting and significant aspects of normal societies. It could be said that a
similar analysis can be applied to tourism.

B. Tourism is a leisure activity which presupposes its opposite, namely

regulated and organised work. It is one manifestation of how work and
leisure are organised as separate and regulated spheres of social practice in
modern societies. Indeed acting as a tourist is one of the defining
characteristics of being ‘modern’ and the popular concept of tourism is that it
is organised within particular places and occurs for regularised periods of
time. Tourist relationships arise from a movement of people to, and their stay
in, various destinations. This necessarily involves some movement, that is
the journey and a period of stay in a new place or places. ‘The journey and
the stay’ are by definition outside the normal places of residence and work
and are of a short-term and temporary nature and there is a clear intention to
return ‘home’ within a relatively short period of time.

C. A substantial proportion of the population of modern societies engages in

such tourist practices, new socialised forms of provision have developed in
order to cope with the mass character of the gazes of tourists as opposed to
the individual character of travel. Places are chosen to be visited and be
gazed upon because there is an anticipation especially through daydreaming
and fantasy of intense pleasures, either on a different scale or involving
different senses from those customarily encountered. Such anticipation is
constructed and sustained through a variety of non-tourist practices such as
films, TV literature, magazines records and videos which construct and
reinforce this daydreaming.

D. Tourists tend to visit features of landscape and townscape which separate

them off from everyday experience. Such aspects are viewed because they
are taken to be in some sense out of the ordinary. The viewing of these
tourist sights often involves different forms of social patterning with a much
greater sensitivity to visual elements of landscape or townscape than is
normally found in everyday life. People linger over these sights in a way that
they would not normally do in their home environment and the vision is
objectified or captured through photographs, postcards, films, and so on
which enable the memory to be endlessly reproduced and recaptured.

E. One of the earliest dissertations on the subject of tourism is Boorstins

analysis of the pseudo-event (1964) where he argues that contemporary.
Americans cannot experience reality directly but thrive on pseudo-events.
Isolated from the host environment and the local people the mass tourist
travels in guided groups and finds pleasure in inauthentic contrived
attractions gullibly enjoying the pseudo events and disregarding the real
world outside. Over time the images generated of different tourist sights
come to constitute a closed self-perpetuating system of illusions which
provide the tourist with the basis for selecting and evaluating potential places
to visit. Such visits are made says Boorstin, within the environmental bubble
of the familiar American-style hotel which insulates the tourist from the
strangeness of the host environment.

1. Where do tourism relationships form?

A. From a movement of people to, and their stay in.
B. Related to some trends
C. From journeys
2. Title of paragraph A?
A. Justifying the study of tourism
B. Tourism contrasted with travel
C. The essence of modern tourism
3. Why places are chosen to visit and admire?
A. Because there is an anticipation especially through daydreaming
and fantasy of intense pleasures
B. Through film, television documentaries, magazines and videos,
media create and reinforce this fantasy.
C. Because there is something that attracts tourists
4. Such anticipation is constructed and sustained through a variety of ....
practices such as films, TV literature, magazines records and videos which
construct and reinforce this daydreaming.
A. Mass tourism
B. Non – tourist
C. Ecotourism
5. What places do tourists tend to visit?
A. Landscape and town features
B. Little-known places
C. Beautiful places
6. What forms of sightseeing do these tourists usually involve?
A. Form of daily life
B. Different forms of social models
C. Forms of customs and traditions
7. To serve the growing tourism industry, a variety of experts have come up
with what?
A. Upgrade tourist attractions
B. Invest in new things
C. Developers who try to recreate new objects for tourists to see.
8. Travel is a sign of...?
A. Good mental health
B. Status in modern societies
C. Innovation in the economy
9. Not to go away is like not possessing a.... or a nice house.
A. Car
B. Bicycle
C. Motorcycle
10. Title of paragraph D?
A. The role of modern tour guidessl
B. Creating an alternative to the everyday experience
C. The politics of tourism