Chapter 7 Tourism marketingWord格式.docx

Chapter 7 Tourism marketingWord格式.docx

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☐Describetheroleofnationaltourismorganizationsintourismmarketing

☐Outlinethebasiccomponentsofthe6Pmarketingmixmodel

☐Explainthepricingtechniquesthattourismbusinessescanusetosetprices

☐Understandthecostsandbenefitsassociatedwiththevariousformsofmediathatareusedintourismpromotion

☐Appreciatetheincreasedemphasisoncustomersintourismmarketing,andthesubsequentimportanceofdatabasemarketing

Timeallocation

（8periods）

Servicemarketing

2periods

Managingsupplyanddemand

Marketfailure

Marketingmix（6P）

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