tourism marketing

B Ộ GIÁO DỤC V À ĐÀO T ẠO TRƯỜNG ĐẠI HỌC NHA TRANG TOURISM MARKETING Biên so ạn: Nguy ễ n Tr ọ ng L ý COURSE OUTLINE Subject TOURISM MARKETING Units of credit 3 (45 periods) Prerequisite Introduction to Tourism Suggested self- study 135 periods Instructor Nguyễn Trọng Lý Contact detail lydhts@yahoo.com cell phone: 01226793840 Textbooks: 1. Philip Kotler, John T. Bowen & James C. Makens. Marketing for Tourism and Hospitality.Prentice Hall, 1995 2. Frank Howie. Destination Marketing Research. An Applied Approach. Prentice Hall, 1999. 3. Clare A. Gunn, Turgut Var (2002), Tourism Planning- Basics, Concepts, Cases, Fourth Edition, Taylor and Francis Books Inc. 4. Edward Inskeep (1991), Tourism Planning – An integrated and sustainable development approach, John Wiley & Sons Inc. Content Teaching Periods Presentation Periods Chapter 1: Introduction 1.1 Definition of Tourism Marketing 1.2 Importance of Tourism Marketing 4 Chapter 2: Service Characteristics in Tourism Marketing 2.1 Definition of Service Culture in Tourism Marketing 2.2 Characteristics of elements in Tourism Marketing 2.3 Management of elements in Tourism Marketing 5 5 Chapter 3: Marketing Environments 4.1 Micro-environment 4.2 Macro-environment 5 5 Chapter 4: Consumer Market and Consumers’ Behaviours 5.1 Definition of Consumer Market and Consumers’ Behaviours 5.2 Factors affect Customers’ Buying Behaviours 5.3 Analysis of Buying Process 5 5 Chapter 5: Strategies and Tourism Marketing Management 6.1 Designing Marketing Strategies 6.2 Conducting and Managing Marketing Strategies 6.3 Problems and Solutions in Tourism Marketing 5 6 Subject objectives: The specific objectives of this subject are to help students to understand: 1. the definition and the importance of Tourism Marketing. 2. elements of Tourism Marketing and their characteristics. 3. marketing environments and the roles of internal and external factors in marketing. 4. customers’ buying behaviours and their buying process 5. how to design and manage marketing strategies and solve problems in tourism marketing Assessment for all students - Final test : 50% - Presentations : 50%, including: Class attendance: 5% (> 3 absences in the tutorial sessions: FAIL) Participation: 15% Group presentation: 30% Group assignment: All the students are requested to make presentations after each lesson. They must apply what they have studied from the previous lesson into practice. The students will work in a team of 5 people. Each student also has to be responsible for the presentation of his or her group. After each presentation, the other students are requested to ask questions about any matters that they do not understand or are not satisfied with. Guidelines for assignment 1. A group of 5 students formed by themselves will be working together and given an individual mark based their group performance and internal assessment of individual participation. 2. Each group makes its presentation for 10 minutes. Then, the group has to answer their friends’ questions for 10-15 minutes. 3. Plagiarism is strictly prohibited. Students will get a zero if they do not commit plagiarism. Lecturer: Nguyen Trong Ly  Marketing is about anticipating and identifying the wants, needs and demands of a target market of consumers, then satisfying those needs in order to make a profit  Firstly, travel and tourism organisations must understand their customers‟ demands. This is the „anticipating‟ and „identifying‟ part of the definition  Need. A human need is a state of felt deprivation. Examples include the need for food, clothing, warmth and safety.  Wants. Wants are how people communicate their needs. A hungry person may want a hamburger, noodles, or cheese and bread.  Demands. When backed by buying power, wants become demands. 3  Anticipating and identifying demands depends on effective marketing research  Research into the existing and potential market  Classifying customers according to socio- economic status, lifestyle, family circumstances, gender and so on  May involve primary research – surveys, observation, questionnaires  And/or secondary research – statistics and records, quantitative and qualitative  A target market consists of a whole group of potential customers, drawn from the whole population  It‟s better to define the target market as collection of „segments‟ a  Each segment will have different characteristics  Each segment‟s needs and wants must be satisfied [...]... leadership Marketing mix strategy •Costs The Marketing Mix Promotion Promotion: Persuasive communication designed to send marketing- related messages to a selected target market, such as air travel, hotel accommodations, restaurant meals, or tour packages Awareness Focused on changing the behavior of the consumer Knowledge Liking Preference Buyer readiness states Conviction Purchase The Marketing Mix... Service division One product-many different service Requires different marketing strategies, such as yield managemen t, discounted prices, seasonal prices Marketing Strategy Timing Product Brands Image Packaging Pricing Advertising Selling Channels of distribution Public Relations Target Market Segment Marketing services are different from marketing goods Lecturer: Nguyen Trong Ly 25  Describe a service... a service culture  Identify four service characteristics that affect the marketing of a hospitality or travel product  Explain marketing strategies that are useful in the hospitality and travel industries 26  Service Culture  Intangibility  Inseparability  Variability  Perishability  Internal marketing  Interactive marketing  Managing differentiation  Managing service quality  Tangibilizing...      In the domestic tourism market the following segments may be involved: General business tourism Holidays and breaks pre-family Long holidays Activity holidays Group holidays Demographic segmentation •Age, gender, marital status, religion, race, ethnic group,... Magazines Television Radio Direct mail Billboards Electronic Advertising Media Internet Electronic Media Interactive Video Place Channels of distribution   Getting tourism services to customers  Retail services such as travel agents  Direct marketing through targeted mail outs  Electronic methods, such as using the Internet  The growth of technology People  Employees  Management  Culture of organisation... •Knowledge, use or response to a product, user status, loyalty status, usage rate, purchase occasion, buyer readiness  The way in which current and potential customers‟ demands are satisfied depends on the marketing mix of the organisation‟s products and services:  Traditionally, 4 elements of the mix – Product, Price, Promotion and Place Product or service  Quality  Value  Lifecycle  Perishability... customer problems  Has to start with top management and flow down Organization’s culture must support and reward customer need attention “Ritz Carlton’s “Gold Standards” 28 Characteristics of Service Marketing Intangibility Inseparability Can’t be seen, tasted, felt, heard, or smelled before purchase Can’t be separated from service providers Variability Quality depends on who provides them and when, . 1.1 Definition of Tourism Marketing 1.2 Importance of Tourism Marketing 4 Chapter 2: Service Characteristics in Tourism Marketing 2.1 Definition of Service Culture in Tourism Marketing 2.2. 5: Strategies and Tourism Marketing Management 6.1 Designing Marketing Strategies 6.2 Conducting and Managing Marketing Strategies 6.3 Problems and Solutions in Tourism Marketing 5 6. the importance of Tourism Marketing. 2. elements of Tourism Marketing and their characteristics. 3. marketing environments and the roles of internal and external factors in marketing. 4. customers’