marketing strategies in travel and tourism (2007 fall)

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Marketing Strategies in travel and tourism (2007 Fall)

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Page 1: Marketing Strategies in travel and tourism (2007 Fall)

Marketing Strategies in travel and tourism

(2007 Fall)

Page 2: Marketing Strategies in travel and tourism (2007 Fall)

Requirement

An Individual Mid-Term Take Home Exam One group marketing project (4 persons

maximum) A Written Marketing Plan (Due in final week) Oral Presentation (Mid-term/Final) Engagement in Class Discussion (Assigned

Reading)

Page 3: Marketing Strategies in travel and tourism (2007 Fall)

Grading Basis

Mid-Term Take Home Exam: 30% Group Project: 40% Group Oral Presentation: 20% Class Participation:10% Project Topic: Basically select one

destination or festival of your country.

Page 4: Marketing Strategies in travel and tourism (2007 Fall)

Introducing travel and tourism

Marketing is a subject of vital concern in trave

l and tourism because it is the principal mana

gement influence which can be brought to be

ar on the size and behaviour of this major, glo

bal market.

Page 5: Marketing Strategies in travel and tourism (2007 Fall)

Accommodation sector Hotels/motels Guest houses/bed & breakfast Farmhouses Apartments/villas/cottages Condominiums/time share resorts Vacation villages/holiday centres Conference/exhibition centres Satic and touring caravan/camping sites marinas

Page 6: Marketing Strategies in travel and tourism (2007 Fall)

Attractions sector Theme parks Museums & galleries National parks Wildlife parks Gardens Heritage sites & centres Sports/activity centres

Page 7: Marketing Strategies in travel and tourism (2007 Fall)

Transport sector Airlines Shipping lines/ferries Railways Bus/coach operators Car rental operators

Page 8: Marketing Strategies in travel and tourism (2007 Fall)

Travel organizers’ sector Tour operators /Tour wholesalers/brokers Retail travel agents Conference organizers Booking agencies ( e.g. accommodation) Incentive travel organizers

Page 9: Marketing Strategies in travel and tourism (2007 Fall)

Destination organization sector National tourist offices (NTOs) Regional/Stat tourist offices Local tourist offices Tourist associations

Page 10: Marketing Strategies in travel and tourism (2007 Fall)

International tourism-1

People who travel to and stay in countries other than their country of residence for less than 1 year are normally described as international tourists.

Page 11: Marketing Strategies in travel and tourism (2007 Fall)

International tourism-2

They are usually treated as the most important market sect

or of tourism because, compared with domestic tourists, th

ey spend more, stay longer at the destination, use more ex

pensive transport and accommodation, and bring in foreign

currency, which contributes to a destination country’s intern

ational balance of payments.

Page 12: Marketing Strategies in travel and tourism (2007 Fall)

Domestic tourism

People who travel and stay overnight within the boundaries of their own country are classified as domestic tourists.

Page 13: Marketing Strategies in travel and tourism (2007 Fall)

A working definition of travel and tourism

Tourism comprises the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes’, (WTO: 1992-subject to ratification by the UN).

Page 14: Marketing Strategies in travel and tourism (2007 Fall)

The systematic links between demand and supply and the role of marketing

Page 15: Marketing Strategies in travel and tourism (2007 Fall)

Pre-recorded History

Travel begins to occur out of sense of adventure and curiosity

4850 B.C.-715 B.C. Egyptians travel to centralized government locations

1760 B.C.-1027 B.C.

Shang dynasities establish trade routes to distant locations throughout the Far East

1100 B.C.-800 B.C. Phoenicians develop large sailing fleets for trade and travel throughout their empire

Page 16: Marketing Strategies in travel and tourism (2007 Fall)

900 B.C.-200 B.C. Greeks develop common language and currency and traveler services emerge as city-states become destinations

500 B.C.-A.D 300 Romans improve roads, legal system, inns to further travel for commerce, adventure, and pleasure

A.D300- A.D 900 Mayans establish trade and travel routes in parts of Central and North America

Page 17: Marketing Strategies in travel and tourism (2007 Fall)

A.D 1096- A.D 1295 European travel on failed religious crusades to retake the Holy Lands from Muslim control ingroduced these military forces to new places and cultures

A.D-1275- A.D 1295 Marco Polo’s travels throughout the Far East begin to heighten interest in travel and trade

14th-16th centuries Trade routes develop as commercial activities grow and merchants venture into new territories

Page 18: Marketing Strategies in travel and tourism (2007 Fall)

A.D1613- A.D 1785 Grand Tour Era makes travel a status symbol for wealthy individuals seeking to experience cultures of the civilized world

18th-19th centuries Industrial Revolution gives rise to technological advances making travel and trade more efficient and expands markets; increasing personal incomes make travel both a business necessity and leisure activity

Page 19: Marketing Strategies in travel and tourism (2007 Fall)

1841 Thomas Cook organizes first group tour in England

1903 Wright Brothers usher in era of flight with the firswt successful aircraft flight

1913 Westinghouse Corporation institutes paid vacations for its workers

1914 Henry Ford begins mass production of the Model T

1919 First scheduled airline passenger flight debuts between London and Paris

Page 20: Marketing Strategies in travel and tourism (2007 Fall)

1945 World War II ends and ushers in new era of prosperity, giving rise to millions of people with the time , money , and interest to travel for pleasure and business

1950 Diners Club introduces the first credit card

1952 Jet passenger service inaugurated between London and Johannesburg, South Africa