This is a part of my book on Tourism Management written for Neeraj Publishers, New Delhi.1.1 INTRODUCTION
Marketing is an integral part of any substantive tourism enterprise. As the market is expanding and consolidating, the role of marketing as a driving force in a business endeavor is also being recognized. With growing competition, organisations in tourism business have no option but to engage in organised and targeted marketing. A professional approach to marketing always helps, whether it is on the tour operator end or at destinations. Guides, escorts, restaurants, hotels, transporters, shops etc closely compete one another and have to outmarket one another to stay ahead. A proper tourism marketing strategy at national level calls for close cooperation between the government, tourism industry and the local population.
1.2 MARKETING: DEFINITION AND CONCEPTS
Concept of marketing extends broader than just selling or promotion of a product. It is related to an array of things like marketing research, needs assessment of the consumers, product development, pricing and distribution. As per the definition given by Philip Kotler:
“Marketing is the analysis, planning, implementation, and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives. It relies heavily on designing the organisation’s offering in terms of the target markets’ needs and desires, and on using effective pricing, communication, and distribution to inform, motivate, and service the markets.”
British Institute of Marketing defines it as
“The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
1.2.1 Evolution of Marketing
Marketing as a concept has developed in the last 30 years. Development of marketing and modern business practices has three distinct stages: Production Era, Sales Era and Marketing Era. Marketing era arrived when organizations began to produce what they could sell rather than trying to sell what they manufactured. While planning and designing a product, customers’needs, wants, tastes and satisfaction were considered. Growth of competition prompted organisations to develop marketing techniques.
Change in traveling trends also demanded a new approach. The emergence of long haul traveler created the need for marketing research which took into account market trends, consumer behavior and ascertained procedure to make products which satisfied the users of tourism products. Gradual social and economic development resulted in segmentation of mass market into specialized target markets. Tackling these markets demanded new approach which was in tune with new times.
1.2.2 Selling and Marketing
Selling and Marketing are totally different concepts. The major difference is that selling focuses on the needs of the seller while marketing concentrates on the requirements of the buyer. A marketing oriented organisation focuses on customer needs and gains profits through customer satisfaction. Several organizations in tourism sector are product oriented. They emphasise on the available services of products but ignore consumers’ needs or attitudes. A marketing oriented tourist organisation takes a completely different approach. They develop their services around the tourists’ needs.
1.2.3 Business Philosophy
A marketing oriented business philosophy keeps consumer needs at the centre of all activities. An organisation could offer a quality tourism product but if it lacks supporting infrastructure, it would have no takers. A tourist organisation needs to take care of needs like accessibility, accommodation, leisure and entertainment facilities. Tourists have their own needs, preferences and tastes, and these have to be taken into account.
In modern tourism market place, marketing is the ideal approach for organising business. This approach is backed by market research which provides proper understanding of tourism, destination and business structure needed. Product development is based on consumer feedback. Thanks to this approach, a tourism business can satisfy customer needs and success of the products is ensured. This approach also brings for organisation a reputed market standing. However, for proper success, the philosophy has to be ingrained in the minds of the employees of the organisation.
1.3 FEATURES OF TOURISM MARKETING
Tourism is a service product rather than being a physical thing. Tourism organisations try to sell an experience. A tourism product has certain features:
• Any sample of a tourism product is not possible. Services can be used only at the given time.
• A tourist can only buy the experience. He/she cannot own the product.
• Tourism business is seasonal in nature. It could be off-color during off season.
• Product is amalgamation of several services.
• Several intermediaries are involved in designing and packaging of a tourism product. Efficiency of the product has to ensured at every level.
Tourism market is constantly changing. Specialised tourism has emerged, laying stress on consumer needs. Introduction of consumer protection laws has played a role in changing the scenario of tourism market.
Check Your Progress-1
1. What do you understand by marketing?
Marketing is a managerial process which involves analysis, planning, implementation and control. It is designed to tap markets for the purpose of attaining organisational objectives. It is the approach taken by the management to identify, anticipate and satisfy customer requirements efficiently. Marketing does not take random actions to generate desired responses. Carefully formulated programmes are designed to obtain the objectives.
2. What is the difference between selling and marketing?
Selling is seller oriented while marketing is buyer oriented. Selling revolves around the seller’s need to convert his product into cash. Marketing is the idea of satisfying the needs of the customer by customising the product and ensuring its quality. A market oriented organisation determines the needs of the target market and satisfies them through proper design, quality, pricing and delivery.
3. Discuss the features of tourism marketing.
All tourism products have certain aspects.
• One cannot evaluate or demonstrate tourism products in advance.
• These products cannot be stored. One can just experience them.
• In designing and packaging a tourism product, several intermediaries are involved. Unimpressive performance by even one of these can spoil the whole product.
• Tourism products are seasonal in nature.
