the role of marketing concepts in tourism and hospitality industry of pakistan

8/16/2019 the role of marketing concepts in tourism and hospitality industry of Pakistan

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“The Role of Marketing Concept in the Tourism and

Hospitality Industry in Pakistan”

AbstractHospitality and tourism industry comprises businesses engaging by providing

accommodations foods recreational activities for visitors and tourists !hile

comfort and catering services for others" The purpose of this research to

identify and e#amine the bene$ts to be derived !hen marketing concept is

applied in the tourism and hospitality industry" This research !ill be based on

descriptive research design" The marketing variables !ill be analy%ed to

kno! ho! they in&uence customer retention" 'ome recommendations !ill

made that ho! the concept of marketing practice could be e(ectively

operate to have bene$ts over its competitors" )ata !ill be collected from

di(erent service industry of Pakistan especially hotels and tourists operators"

The data !ill be analy%ed to kno! collectively to $nd out e(ectiveness of

marketing concept in tourism and hospitality industry of Pakistan"

1) Introduction:

Marketing concepts are marketing tools philosophies use for determining

anticipating the needs of market and to develop a mechanism that can ful$ll

such needs in a bene$cial !ay* In today+s competitive !orld businesses

must have an updated and integrated marketing system ,set of tools -

philosophies. to strengthen the relationship !ith customers and to gain edge

in the market" Marketing mi# comprises of product price place and

promotion the e(ective and thoughtful use of such tools ultimately gives

competitive edge to the business in the market ,/atos 0121 Chonlada -

3ahaudin 'hahram - Mar4an 0125."

Tourism and hospitality industries are interrelated and fastest gro!ing

industries of the !orld" 6ccording to 789T: tourism contributes 21; of the

!orld+s


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recreational activities to visit historical and religious places" :n the other

hand hospitality refers to hotels resorts restaurants and services provided

!ith this" Hospitality industry provides food and accommodations facilities to

tourists" Tourism creates opportunities for hospitality industry"

3y using marketing concepts in tourism and hospitality industry

opportunities and needs can easily be identi$ed" 3y making an integrated

marketing mi# ,> Ps+ of marketing. companies can o(er better bene$ts

,Product that tourist or customer !ants. e(ectively build relationship !ith

their customers ,by Promotions - Placement. at attractive price better than

the competitors" In short tourism and hospitality industries !ill prosper more

!hen customers or tourists have kno!ledge ,a!areness of the products.about various destinations of their interests and hotels resorts that can

provide best foods and accommodations along !ith $nest services to tourists

,/atos 0121 Chonlada - 3ahaudin 'hahram - Mar4an 0125."


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This paper !ill focus on studying the impact of marketing concepts on

tourism and hospitality industry" In Pakistan limited research !ork done in

this conte#t"

2) Research Question:

9hat is the role of marketing concepts in tourism and hospitality industry in

Pakistan*

3) Objectives:

Main ob4ectives of this study is to

i" To $nd the role of marketing concepts in tourism industry"ii" To $nd the role of marketing concepts in hospitality industry"iii" To $nd out the commercial bene$ts that tourism and hospitality

industry is getting from marketing in Pakistan"

4) Signifcance o Stud:

This study !ill e#amine the role of marketing concepts !hen applied to

tourism and hospitality industry of Pakistan" This study !ill identify di(erent

marketing variables that can be bene$cial !hen functioned in tourism and

hospitality industry" This study !ill also pave the path for future research

study speci$cally about di(erent philosophies and tools usage in these

industries and their impacts"

!) "iterature Revie#:

:ne of the main ob4ectives of traveling by tourist across di(erent parts or

destinations of the globe is to get attraction secreted !ith such destinations,Romania 012> 3ro!n 011@ and 'hahram - Mar4an 0125." Tourism industry

is the !orld+s largest industry in&uencing economies and businesses of many

countries by creating opportunities ,Romania 012> and 'hahram - Mar4an

0125." 3usinesses+ attached !ith this industry should have an updated and

integrated business plan to indentify anticipate the needs of customers


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,tourists. and to satisfy them better than competitors called tourism

marketing" In fact by using e(ective tourism marketing $rms and

businesses can survive only in today+s !orld ,Constantinides 012>." Tourism

marketing is a managerial process that focuses on all activities through

!hich businesses plans from need identi$cation to product development and

from product placement to attract customers to!ards the products

,)ose!ell 2@@A."

Hospitality refers to hotels resorts restaurants and services provided !ith

this" Hospitality industry provides food and accommodations facilities to

tourists" Tourism and hospitality industries are interrelated" In short tourism

creates opportunities for hospitality industry" Hospitality and tourismindustries comprise of both tangible like food and intangible products like

service e#perience associated !ith a speci$c 4ourney etc" Marketing

concepts in hospitality industry also emphasis on pro$t ma#imi%ation driven

by crafting values for the tourists or customers in order to accomplish the

needs" 'uccessful marketing plan compose of combine e(orts from all

employees at each level !ith the main aim to serve for the customers+ stake

,6my et al."

'hahram and Mar4an 0125 did !ork to study the impact of marketing in

tourism industry" In their !ork they use A Ps model ,i"e" product price

placement promotion people process and physical factor. to make an

integrated marketing mi# in order to identify the marketing role in the form

these A variables in tourism industry" They interpreted from their study that

all of these variables are positively in&uence the tourism industry and if

these variables are applied through integrated marketing mi# then business

!ill gro! in tourism industry ,'hahram and Mar4an 0125."

Romania in 012> also did !ork in studying the role of marketing in tourism

and hospitality industry" 6ccording to him tourism industry !ill improved

!ell by using e(ective marketing tools" 6ccording to him promotional


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activities like advertisement etc attract stimulate and persuade tourists to

e#plore the beauty of nature and secrets hidden !ith it ,Romina 012>."

Marketing concepts associated !ith hospitality and tourism industry

comprises of t!o dimensions $rst the tangible part or item or product like

food beverages etc that the business is o(ering satisfy the customers+ need

and second the intangible part services like actions performances or

e#periences associated !ith it ,6my et al."

/atos in 0121 also did his !ork by analy%ing the impact of marketing

concepts in tourism" In his study he used > Ps ,price product place and

promotion. to design marketing mi# model" He de$ned each factor like

product is !hat that the customer !ants to ful$ll his need price is the

amount that the customer is !illing to pay for the product of their interest

place is about easy availability of your product and promotion is the

communication !ith the customer to stimulate sales" He used descriptive

research study and concluded that product should be relevant !ith the need

of the customer at best a(ordable price easily available and should be

e(ectively communicated !ith customers ,/atos 0121."

Chonlada and 3ahaudin also used > P in his research" 6ccording to him

product comprises of t!o parts physical or tangible part and intangible part

like service so providing Buality products !ith best services are t!o key

factors that can keep customer retention" Price is amount that the customer

!ants to pay in acBuiring such product or service and it should be a(ordable

&a#en and cutthroat" Promotion is the !ay by !hich companies can develop

the image of its product or service in the mind of customer ,Chonlada and

3ahaudin."

$) O%erationa& 'efnition o (ariab&es and 'escri%tion o

the (ariab&es:


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ar*eting +once%ts refers to “an organizational function and a set of

processes for creating, communicating, and delivering value to customers

and for managing customer relationships in ways that benet the

organization and its stakeholders.”

Marketing Concepts includes

,roduct “the thing that company or $rm is o(ering to satisfy the needs of

tourists or customers"” That must be relevant to the need of customer" The

intangible aspect of the product like service should be e(ective" In today+s

!orld physical part and nonphysical part like service of the product has

eBual importance" 'ervices include e#periences and the !ay product is

delivered to the customer particularly in hospitality industry"

,rice “the amount that the customer is o(ering in e#change of acBuiring

that product"” It must be competitive fair and a(ordable"

,&ace “it is related to the availability of the product”"

,ro-otion “ho! the product+s kno!ledge is communicated from company

to the customer"”

.os%ita&it Industr refers to “hotels, resorts, restaurants and services

provided with this”.

/ouris- Industr refers to “traveling to destinations of interest for

recreational purpose or to get the attractions from nature or to e!plore the

beauty of nature.”

In fact e(ective marketing concepts means integrated marketing mi# plan

!hich gives relevant product !ith e#cellent services at a(ordable price and

that product is easily available to the customer as it is communicated"

Relevancy of product+s characteristics should properly communicate and it

must be ensured by the company that speci$c product has the desired

Bualities and characters as it is communicated through promotions" 3y this

marketing concept positively a(ects businesses in tourism and hospitality

industry"


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0) /heoretica& ra-e#or*:

Inde%endent (ariab&es

'e%endent (ariab&es

ar*eting +once%ts

/he ar*eting i ode&

) .%othesis 'eve&o%-ent:

)oes marketing concepts play important role in tourism and

hospitality industry of Pakistan*

:r

)oes marketing concepts signi$cantly a(ect tourism and

hospitality industry in Pakistan*

:r

)oes marketing concepts a(ect positively tourism and hospitality

industry of Pakistan*

,roduct 5Re&evance 6

I-%acts

businesses

in /ouris-

and

.os%ita&it

,rice 5A7ordab&e 8

,&ace 59asi& Avai&ab&e)

,ro-otion 597ective

the role of marketing concepts in tourism and hospitality industry of pakistan

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