The travel and tourism business is closely allied with the general field of hospitality that also
relates to hotels, resorts, airline travel and others. Therefore, travel and tourism marketing is highly segmented and targeted
to prospects and customers who are most likely to relate to its specific sub-set within a generally broad field. Targeting
is achieved traditionally through proper media selection and on the Internet through search engine listings. Geographic considerations
also come into play in this process.
In general terms, travel and tourism marketing takes
existing and/or potential customers/visitors and classifies them into market segments based upon their preferences. The most
promising segments are then chosen as target markets to which communications strategies (advertising, publicity and sales
promotion) are directed. Within specific travel and tourism market segments, customers and prospects can be further grouped
by geographic location, demographics, equipment ownership and lifestyle attributes. Here, market research information becomes
extremely important.
Selecting the Best Marketing Opportunities
Travel and tourism marketers must choose the best marketing opportunities within the selected segments
by considering each segment’s existing and future sales potential, the number of existing competitors and their relative
strengths, the likelihood of offering a marketing ‘mix’ that will attract customers, the cost of adequately communicating
with prospects, and how much a specific segment can contribute to accomplishing overall travel and tourism marketing objectives.
If possible, the primary targets are smaller segments not being adequately served, with larger segments targeted later in
the process.
The Marketing Mix (Strategies)
The strategy of the travel and tourism marketing mix is a package of offerings created to best attract
the interest of customers and visitors (tourists). Depending upon who is doing the marketing, recreation and tourism business
organisations develop both internal and external programs aimed at different targets. The internal mix elements are directed
to customer’s already on site and are dependent upon the good service communities and their businesses provide for visitors.
Examples include hospitality/guest relations, quality control (standards for customer service), personal sales and employee
morale. The external mix for attracting new, non-resident customers includes recreational experiences and opportunities (trip
planning, travel, hotels, etc.), location and accessibility and pricing. (Web1, 2002).
Competition In Travel And Tourism Marketing
Travel and tourism marketing is a very-large field with high-power competition in most marketing
segments. This is clearly evidenced by the tremendous amount of advertising and publicity messages that blanket applicable
traditional media (newspapers, magazines, TV, Radio, Direct Mail, etc.) and the Internet (websites, search engine listings,
blogs, etc.) and also by airline and cruise line promotions. As a result, travel and tourism marketing people face daunting
challenges both in selecting the proper target markets and designing and utilising media messages that promote added value
for customers and prospects. Properly directed messages via advertising and publicity must necessarily create ‘preference’
for the marketer’s products and services in order to capture the desired ‘share’ of target markets. (Instudy.com,
2007).
Travel and tourism marketing is a fast-growing field worldwide. A quick trip through Internet search
engines such as Google or Yahoo! quickly indicates the large number of websites devoted to every facet of this field including
training and education.
References
Mahoney, E. and Warnell, G. (1987) “Tourism Marketing” Michigan
State University Extension.
Available from: http://web1.msue.msu.edu/imp/ modtd/3370082.html
Accessed: 10-26-07
Kirk, D. (2007) “Careers in Hospitality and Tourism Management” Instudy.com
Available from: http://www.instudy.com/articles/saap5a03.htm
Accessed: 10-26-07
