Chapter 7 Tourism marketing.docx
- 文档编号:2379813
- 上传时间:2022-10-29
- 格式:DOCX
- 页数:11
- 大小:37.82KB
Chapter 7 Tourism marketing.docx
《Chapter 7 Tourism marketing.docx》由会员分享,可在线阅读,更多相关《Chapter 7 Tourism marketing.docx(11页珍藏版)》请在冰豆网上搜索。
Chapter7Tourismmarketing
Chapter7TourismMarketing
Teachingpurposes
☐Appreciatethescopeofmarketingasanessentialcomponentoftourismsystems
☐Listanddiscussthekeycharacteristicsofservicesmarketingandidentifyhowthesearedifferentfromgoodsmarketing
☐Identifythestrategiesthatcanbeadoptedtoaddressimbalancesbetweensupplyanddemand
☐Explainwhymarket/failureoccursintourismmarketing
☐Describetheroleofnationaltourismorganizationsintourismmarketing
☐Outlinethebasiccomponentsofthe6Pmarketingmixmodel
☐Explainthepricingtechniquesthattourismbusinessescanusetosetprices
☐Understandthecostsandbenefitsassociatedwiththevariousformsofmediathatareusedintourismpromotion
☐Appreciatetheincreasedemphasisoncustomersintourismmarketing,andthesubsequentimportanceofdatabasemarketing
Timeallocation
Chapter7TourismMarketing
(8periods)
Servicemarketing
2periods
Managingsupplyanddemand
2periods
Marketfailure
2periods
Marketingmix(6P)
2periods
Emphasisanddifficultpoints
Emphasis:
Thekeycharacteristicsofservicesmarketingandidentifyhowthesearedifferentfromgoodsmarketing
Difficultpoints:
Thebasiccomponentsofthe6Pmarketingmixmodelandthepricingtechniquesthattourismbusinessescanusetosetprices
Teachingmethods
Lecturemethod;brainstorming;colloquiummethod;casestudy
Teachingpoints
7.1Thenatureofmarketing
Marketinginvolveseveryoneinthetourismandhospitalitysectoralongwiththeactualtouristsorconsumers.Itispervasivethoughtthetourismsystem.
7.2Definitionofmarketing:
Marketinginvolvestheinteractionandinterrelationshipamongconsumersandproductsofgoodsandservices,throughwhichideas,products,servicesandvaluesarecreatedandexchangedforthemutualbenefitofbothgroups.
7.3Servicesmarketing
●Thekeymarketingcharacteristicsthatdistinguishservicesfromgoodsare:
●Intangibility:
Theactualtourismservicecannotbeseen,touchedortriedpriortoitspurchaseandconsumption
●Inseparability:
Productionandconsumptionoftouristservicesbothoccuratthesametimeandarethusinseparable
●Variability:
Serviceencounters,eveniftheyinvolveasimilarkindofexperience,arehighlyvariableduetothedifferencesandrapidchangesinmood,expectationandotherhumanelementfactorsthataffecttheparticipants
●Perishability:
Becauseproductionandconsumptionaresimultaneous,servicescannotbeproducedandstoredinadvanceforfutureconsumption;emptyaircraftseats,forexample,areapermanentlossthatcannotberecouped
7.4Managingsupplyanddemand
7.4.1Dailyvariationsindemand
●Demand=Fixedcosts+Variablecosts
●Fixedcosts:
Coststhattheoperationhaslittleflexibilitytochangeovertheshortterm,suchasinterestcostsinborrowedfundsandbasicfacilitymaintenancecosts
●Variablecosts:
Coststhatcanbereadilyreducedintheshortterm,suchassalariesofcasualstaff
7.4.2Weeklyvariationsindemand
Differentialdemandpatternsonaweeklybasisareillustratedinthehotelindustrybythedistinctionbetweenthefour-dayandthree-daymarket.Thefour-daymarketismadeupoflargelybusiness-orientedclienteleandisconcentratedintheMondaytoThursdayperiod.
7.4.3Seasonalvariationsindemand
●Variationscanalsobeidentifiedonanannualbasis,withadistinctionbeingmadebetweenthehighseason,thelowseasonandshoulderperiodsinmanytypesofdestinationsandoperations.
●Someresortsmaybeoffsetbyclosuresduringthelowseasonduetoverylowoccupancyrates,withsubsequentnegativeimpactsthroughoutthelocalcommunity
7.4.4Long-termvariationsindemand
Themostdifferentpatternstoidentifyarethosethatoccuroveraperiodofseveralyearsorevendecades.Downturnsinbusinesscyclescanresultinlower-than-normalvisitationlevelsatallofthesescales.Long-termvariationsindemandmaybeillustratedinthedestinationlifecycle.
Byidentifyingpatternsofdaily,weekly,seasonalandlong-termdemand,destinationandoperationmanagerscandevelopthemarketstrengthsoftheirproductandcounteractmarketweaknesses.
7.4.5Supply/demandmatchingstrategies
Case1
1.Increasedemand
●a.Productmodificationanddiversification
●b.Alterationorstrengtheningofdistributionchannels
●c.Identificationofneworalternativesourcesofdemand,e.g.:
Jiuzhaigouvalleyforsnow-birds
●d.Pricingdiscounts
●e.Reassessmentofpromotionalstrategies,e.g.:
Tibetancultureevents:
Xuedunfestival(雪顿节);NewYear’sDayinTibetancalendar(藏历新年)
2.Reducesupply
Thisstrategyassumesthatitisnotpossibletoincreasedemandinanysubstantialway,andthatitisdesirableoressentialtoreducecosts.ThisstrategyiscommonlyadoptedintheCaribbeanatthelevelofindividualoper
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- Chapter Tourism marketing