Tourism Marketing & Promotion

Introduction to Travel and Tourism

• Travel and tourism demand
• Component sectors of travel and tourism supply
• Changing prospects for twenty-first century tourism

What Does Marketing Mean?

• What is marketing?
• Management attitudes, customer focus and the external business environment
• The marketing propositions
• Marketing feasibility

Characteristics of Travel and Tourism Marketing

• Marketing goods and services
• Services and their characteristics
• Particular characteristics of travel and tourism services
• How marketing in travel and tourism differs from other forms of marketing

Factors Influencing Demand for Tourism: Tourism Motivations and Buyer Behaviour

• Main determinants of demand
• Marketing response to the determinants of tourism
• Buyer behaviour model for travel and tourism
• Buyer characteristics
• Consumer decision-making process
• Using consumer behaviour data for marketing

Market Segmentation

• Multiple segments in travel and tourism
• Reasons for segmenting markets
• Conditions to effective segmentation
• Segmentation methods
• Benefits of effective market segmentation

Product Formulation in Travel and Tourism

• Components of travel and tourism products
• Components of the overall tourism product
• Marketing implications of the overall tourism product concept
• Customer as a participant in the production process
• Co-branding and co-marketing

The Evolving Marketing Mix for Tourism Services

• Original marketing mix
• Four Ps and four Cs
• Marketing mix in the context of the marketing system
• Internal marketing
• The service delivery process
• Consumer centric marketing

Marketing Research in Travel and Tourism

• Categories of marketing research and their uses
• Marketing research methods
• Commissioning a market research agency
• Researching customer satisfaction

Planning Marketing Strategy

• Need for strategic planning
• Model of strategic planning process
• Business portfolio analysis
• Corporate strategy and objectives
• Marketing planning process
• Branding and image
• Corporate communication role of marketing plans

Marketing Planning Process: Budgeting and Evaluating Marketing Performance

• Significance of marketing plans
• Steps in the marketing planning process
• Marketing campaigns in travel and tourism
• Marketing campaign budgets
• Budgeting methods
• Performance measurement: evaluation, monitoring and control
• Campaign plan monitoring

Growth and Role of Information and Communications Technology

• Evolution of Information Communications Technology (ICT)
• Future of ICT
• How is ICT influencing tourism marketing?
• Barriers to the growth of E-tourism
• Impact of ICT on the marketing mix
• Uses of websites in marketing
• Database marketing and the internet

Distribution Channels in Travel and Tourism

• Strategic choices in distribution
• Principles of distribution
• Distribution channels or access systems
• Benefits and costs of using intermediaries
• Evolution of distribution systems
• Managing the marketing channel

Integrated Marketing Communications

• Principles of integrated marketing communications
• Stages in the marketing communication process
• Promotional mix
• Role of advertising agencies
• Public relations
• Sponsorship
• Sales promotions
• Advertising
• Types of print materials used in marketing travel and tourism
• Stages in producing effective information materials
• Distributing information to target audiences
• Electronic alternatives to print

Marketing Tourism Destinations

• Dimensions of destination marketing
• Marketing role of NTOs
• Destination promotions
• Destination positioning, themes, images and concepts
• Marketing facilitation strategies for an NTO
• Consumer assistance and protection

Marketing Accommodation

• Serviced and non-serviced accommodation
• Role of accommodation in the overall tourism product
• Nature of the accommodation business
• Strategic marketing tasks for accommodation businesses
• Accommodation marketing budgets

Managing Marketing Passenger Transport

• The nature of transport systems
• The nature of the transport product
• Vehicle technology
• Information and communications technology
• Operational constraints on public transport marketing
• Strategic linkages and alliances
• Tactical marketing

Marketing Visitor Attractions

• Traditional and modern concepts of attractions management
• Characteristics of managed visitor attractions
• The attractions product: marketing the experience
• Market segments for visitor attractions
• Marketing strategy for attractions
• Operating constraints on marketing

Marketing Inclusive Tours and Product Packages

• Nature of inclusive tours and product packages
• Process of constructing an inclusive tour programme
• Strategic issues for contracting tour operators
• Positioning, branding, image
• Choice of distribution options
• Tactical marketing