•Marketing is about anticipating and identifying the wants and needs of a target market of consumers, then satisfying those needs in order to make a profit. •Firstly, travel and tourism organisations must understand their customers' demands. This is the 'anticipating' and 'identifying' part of the definition. Marketing Research:
•Anticipating and identifying demands depends on effective marketing research. •Research into the existing and potential market.
•We will look into this in detail in the Activity.
•Classifying customers according to socio-economic status, lifestyle, family circumstances, gender and so on •May involve primary research - surveys, observation, questionnaires •And/or secondary research - statistics and records, quantitative and qualitative. Classifying Customers:
•A target market consists of a whole group of potential customers, drawn from the whole population •It's better to define the target market as a collection of 'segments' •Each segment will have different characteristics
•Each segment's needs and wants must be satisfied
•In the domestic tourism market the following segments may be involved: •VFR (look for a definition of this term during the Activity) •General business tourism
•Holidays and breaks pre-family
•The way in which current and potential customers' demands are satisfied depends on the marketing mix of the organisation's products and services: •Traditionally 4 elements of the mix - Product, Price, Promotion and Place •In the modern travel and tourism industry its usual to look at 6 Product or service
•Methods - use of different media, brochures/leaflets, public relations, sales promotion, press releases •To gain attention/interest/desire/action
•Channels of distribution
•Getting tourism services to customers
•Retail services such as travel agents
•Direct marketing through targeted mail outs
•Electronic methods, such as using the Internet
•The growth of technology
•Culture of organisation
•Attitude to customer service
•Deciding on objectives
•'What are we trying to achieve?' - profit, cut the competition, boost share of market, enter new markets and so on. The first step in any marketing exercise is to identify the customer and his or her needs and inclinations. Tourism is a leisure occupation for those who can afford it. The major sources of such tourists are the three richest regions of the world, viz. the US, Western Europe, and Japan. And in those regions, the target groups we have to attract are people who have the time and the money.� These are usually people who have retired and can afford to explore the world outside their own immediate reach. The younger backpackers or student-type tourists are not sufficiently well funded. Therefore, they are not our primary target group although they should also be encouraged and welcomed to this country as they can be our brand ambassadors to the older generations of their countrymen and one day when they can afford it, they may come back with their own families. Taking our primary target group of retired people, there is one common characteristic among such people throughout the world. They like to play golf and explore history, religions, and arts, for which they had little time when they were busy with their careers. So far, the Indian tourism industry has focused on selling ancient, medieval, and Mughal India, the temples and forts of ancient days. This is good but it isn't enough.� We need to explore opportunities for leisure tourism, and for playing games like golf. There are...