Tourist Behaviors and Marketing Management Practice

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Carnegie Faculty
Bandung Institute of Tourism
(Sekolah Tinggi Pariwisata Bandung)

Strategic Marketing

2012 / 2013

Level M (Level 7)

Semester 1

Situation Analysis:

“Tourist Behaviors and Marketing Management Practice”

|Student Name: |Fajar Kusnadi Kusumah Putra | |E-mail address | | |Course |Strategic Marketing | | | | |Module Tutors |Trish Coll MSc (Leeds), Dra. Sirenia Lucia Wangsanegara & Andar Goeltom MSc | | |(Bandung) | |E-mail address | | |Telephone No. |011328326719 |

Situation Analysis:
Tourist Behaviors and Marketing Management Practice

(1471 words include Preface, 1165 words without Preface)

Preface ii
1. Tourist Behavior1
2. Marketing Management Practice
3. The Linkage Between Tourist Behaviors and Marketing
Management Practice
References 11
List of Image
Image 1 Butler’s Hypothetical Evolution of A Tourist Area 5 Image 2 A National Framework For Best Practice Destination
Management Planning7
Image 3 Doxey’s Irridex Model of Host Irritation 10

The overall purpose of this essay will evaluate critically the linkage between tourist behaviors and the marketing management practice. The subject of consumer behavior is key to the underpinning of all marketing activities, which is carried out to develop, promote and sell tourism products (Swarbrooke, Horner. 2007). To manage it effectively, companies’ need to understand tourists and their behavior then develop significant strategy of marketing management practice to match the tourist needs.

Keywords: tourist behavior, marketing management practice

1. Tourist Behavior
Tourists are not all alike. In fact, they are staggeringly diverse in age, motivation, level of affluence and preferred activities (Pearce, 2005). The tourism market is very diverse and incorporates a range of market segments which each have their own demand characteristics (Swarbrooke & Horner, 2007), still in their book they define the different market segments of tourism as follows: 1. Business tourism, is a tourist trip that

2. Hedonistic tourism,
3. Educational tourism,
4. Religious tourism,

Tourist behavior matters to people who are making decisions about tourists. There is a whole array of such decisions makers. They may be people in the public sector who provide permits for tour operators; they may be managers who let others go to the destination/ tourism object. All sorts of people are concerned with tourist behavior because their job involves making an enabling decisions or policy choice about tourist activities. There are several critical dimensions that create differences between tourist behavior and consumer behavior. One such major difference lies in the extend phases that surround tourist activities. Clawson and Knetsch (1966) identified five such phases. They noted: 1) an anticipation or pre-purchase 2) a travel to the site segment, 30 an on-site experience, 4) a return travel component, and 5) an extended recall and recollection stage.

[pic] Source: Pearce, Philip L. 2005. Tourist Behaviour: Themes and Conceptual Schemes Aspect of Tourism. Channel View Publications p: 7

2. Marketing Management Practice
To maintain the
Marketing is the...
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