Tourism Marketing Mix | Skyline College

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Tourism Marketing Mix

• - Aritro Dasgupta

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Differentiators of Tourism Marketing

• Intangible nature of product, thus quality
  control much more difficult
• The product can never travel to the customer, the
  customer has to reach a place
• Significant time spent on travel to fro the
  destination rather than the actual trip
• Includes many components like transportation,
  food beverage, shops, entertainment, aesthetics
  special events

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Factors to Consider

• Anticipation of market changes
• Highly competitive market
• Social environment consideration
• Consumer power

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Marketing Mix- 4 Cs

• Consumer Solution (Product)
• Cost to User (Price)
• Convenience (Place)
• Communication (Promotion)

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Customer Solution

• Product must solve perceived problem of customer
  when he/she has multiple other offers to choose
  from
• Must be linked with perceived utility while real
  value is crucial, perceived value becomes even
  more so given the service nature
• Purpose of tourism product must be clear purpose
  may be
• Religious
• Leisure
• Adventure
• Medical
• Business

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Cost

• India is a price sensitive market
• Especially important to areas which provide
  basic needs like religious sites or areas where
  business travel is high
• Spending components may be broadly categorized
  as
• Transportation
• Stay
• Actual tourist activity

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Convenience

• Addresses question of user-friendliness of
  destination
• Safety security
• Local travel options
• Places of stay
• Cuisines/ quality of food

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Communication

• Marketer has to understand stimuli which
  potential consumer is looking for
• Some marketers believe there is no place on earth
  that cant be sold, its all about communication

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Thank You