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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 can’t be sold, its all about communication

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Thank You