Chapter 7 Tourism marketingWord格式.docx

1、 Describe the role of national tourism organizations in tourism marketing Outline the basic components of the 6P marketing mix model Explain the pricing techniques that tourism businesses can use to set prices Understand the costs and benefits associated with the various forms of media that are used

2、 in tourism promotion Appreciate the increased emphasis on customers in tourism marketing, and the subsequent importance of database marketingTime allocation（8 periods）Service marketing2 periodsManaging supply and demandMarket failureMarketing mix （6P）Emphasis and difficult pointsEmphasis: The key c

3、haracteristics of services marketing and identify how these are different from goods marketingDifficult points: The basic components of the 6P marketing mix model and the pricing techniques that tourism businesses can use to set pricesTeaching methodsLecture method; brainstorming; colloquium method;

4、 case studyTeaching points7.1 The nature of marketingMarketing involves everyone in the tourism and hospitality sector along with the actual tourists or consumers. It is pervasive thought the tourism system.7.2 Definition of marketing:Marketing involves the interaction and interrelationship among co

5、nsumers and products of goods and services, through which ideas, products, services and values are created and exchanged for the mutual benefit of both groups.7.3 Services marketing The key marketing characteristics that distinguish services from goods are: Intangibility: The actual tourism service

6、cannot be seen, touched or tried prior to its purchase and consumption Inseparability: Production and consumption of tourist services both occur at the same time and are thus inseparable Variability: Service encounters, even if they involve a similar kind of experience, are highly variable due to th

7、e differences and rapid changes in mood, expectation and other human element factors that affect the participants Perishability: Because production and consumption are simultaneous, services cannot be produced and stored in advance for future consumption; empty aircraft seats, for example, are a per

8、manent loss that cannot be recouped7.4 Managing supply and demand7.4.1 Daily variations in demand Demand= Fixed costs+ Variable costs Fixed costs: Costs that the operation has little flexibility to change over the short term, such as interest costs in borrowed funds and basic facility maintenance co

9、sts Variable costs: Costs that can be readily reduced in the short term, such as salaries of casual staff7.4.2 Weekly variations in demandDifferential demand patterns on a weekly basis are illustrated in the hotel industry by the distinction between the four-day and three-day market. The four-day ma

10、rket is made up of largely business-oriented clientele and is concentrated in the Monday to Thursday period.7.4.3 Seasonal variations in demand Variations can also be identified on an annual basis, with a distinction being made between the high season, the low season and shoulder periods in many typ

11、es of destinations and operations. Some resorts may be offset by closures during the low season due to very low occupancy rates, with subsequent negative impacts throughout the local community7.4.4 Long-term variations in demandThe most different patterns to identify are those that occur over a peri

12、od of several years or even decades. Downturns in business cycles can result in lower-than-normal visitation levels at all of these scales. Long-term variations in demand may be illustrated in the destination life cycle.By identifying patterns of daily, weekly, seasonal and long-term demand, destina

13、tion and operation managers can develop the market strengths of their product and counteract market weaknesses.7.4.5 Supply/demand matching strategiesCase 11. Increase demand a. Product modification and diversification b. Alteration or strengthening of distribution channels c. Identification of new

14、or alternative sources of demand, e.g.：Jiuzhaigou valley for snow-birds d. Pricing discounts e. Reassessment of promotional strategies, e.g.: Tibetan culture events: Xuedun festival （雪顿节）; New Years Day in Tibetan calendar（藏历新年）2. Reduce supplyThis strategy assumes that it is not possible to increase demand in any substantial way, and that it is desirable or essential to reduce costs. This strategy is commonly adopted in the Caribbean at the level of individual oper