Tourism Marketing Environment

- Aritro Dasgupta

Tourism Marketing Tourism is service industry; no physical

commodity sold but experience Thus marketing is particularly essential Many parts of the world have equal potential

to sell as destination but only some measure up on the actual revenues purely due to marketing

Marketing can be in various forms Unconventional routes to marketing exist; no

1 correct path; deviations from conventional hills, monuments, wildlife & beaches

Unconventional Destinations Kenya has slum tourism Senegal, Angola, Ghana have former slave

trading posts as tourist destinations Concentration camps in Poland Verona markets itself as place of ‘eternal

unfulfilled romance’ as the setting of Romeo & Juliet

Pamplona in Spain famous as destination of the bull fight & subsequent races

Market Environment Tourism is part of society thus influenced by

macro environment Government policies, relations with other

countries, climate changes, demographics, economic levels, perceptions etc. all have an impact

Constituents of Market Environment Demographic environment Economic environment Natural environment Technological environment Political environment Socio-cultural environment

Porter’s 5 Forces Model New entrants Threat of substitutes Buyers Suppliers Rivalry between existing competitors

PEST Analysis Political Economic Social Technological