sustainable tourism
ST AND FUNCTIONAL
MANAGEMENT
5.1 Marketing Management
The potential role of marketing techniques in sustainable tourism
Seeking to understand the customers in terms of their motivations and determinants
Need to scan its business environment for relevant data that might determine the stances it takes towards sustainable tourism
The potential role of marketing techniques in sustainable tourism (cont.)
The scanning should involve:
1.
2.
3.
4.
Government legislation on environmental issues
The economic climate
The level of public concern over the social and environmental impacts of tourism
The potential influence of technological innovations such as virtual reality
The potential role of marketing techniques in sustainable tourism (cont.)
The organization or destination would then look at itself and its current marketing situation (SWOT analysis) One approach that can be taken is to use one of the three forms of generic strategies (Michael
Porter):
1.
2.
3.
Cost leadership (cheaper than competitors or normal price and increase the profit margin)
Product differentiation (emphasis on the quality rather than price; exploiting local uniqueness rather than standardization)
Market focus (become the acknowledged leader in a particular market segment)
Product
2 dimensions of sustainable tourism product;
Developing products which are more sustainable in nature (eg; conservation holidays, package using public transport rather than private cars)
Moving away from offering products which are intrinsically not sustainable (hunting trips, packages to countries with a poor human rights record)
Price
The price paid by the tourist has to cover the full cost of their holiday. It must be high enough to:
1.
Ensure a satisfactory experience for the tourist
Provide a satisfactory level of profit for the tourism industry
Generate an appropriate level of benefits for the
MANAGEMENT
5.1 Marketing Management
The potential role of marketing techniques in sustainable tourism
Seeking to understand the customers in terms of their motivations and determinants
Need to scan its business environment for relevant data that might determine the stances it takes towards sustainable tourism
The potential role of marketing techniques in sustainable tourism (cont.)
The scanning should involve:
1.
2.
3.
4.
Government legislation on environmental issues
The economic climate
The level of public concern over the social and environmental impacts of tourism
The potential influence of technological innovations such as virtual reality
The potential role of marketing techniques in sustainable tourism (cont.)
The organization or destination would then look at itself and its current marketing situation (SWOT analysis) One approach that can be taken is to use one of the three forms of generic strategies (Michael
Porter):
1.
2.
3.
Cost leadership (cheaper than competitors or normal price and increase the profit margin)
Product differentiation (emphasis on the quality rather than price; exploiting local uniqueness rather than standardization)
Market focus (become the acknowledged leader in a particular market segment)
Product
2 dimensions of sustainable tourism product;
Developing products which are more sustainable in nature (eg; conservation holidays, package using public transport rather than private cars)
Moving away from offering products which are intrinsically not sustainable (hunting trips, packages to countries with a poor human rights record)
Price
The price paid by the tourist has to cover the full cost of their holiday. It must be high enough to:
1.
Ensure a satisfactory experience for the tourist
Provide a satisfactory level of profit for the tourism industry
Generate an appropriate level of benefits for the