Chapter 7 Tourism Marketing.ppt

Chapter 7 Tourism Marketing Learning Objectives Describe the differences between the marketing of tourism services and traditional product marketing. Compare and contrast the different approaches to marketing associated with production, selling, marketing, and societal marketing orientations. Explain the concept of market segmentation and how target markets are selected. Define positioning and explain how it is used in tourism. Explain the product life cycle concept and how it applies to tourism. Describe each of the steps of the marketing planning process in tourism. List and describe the elements of the marketing mix. Overview Tourism marketing is unique; Tourism marketing defined; Marketing orientation; Market segmentation; Positioning; Product life cycle; Marketing planning process; Tourism marketing is unique Tourism is a combination of personal services and certain physical facilities and products. An intangible experience is offered. Tourism is highly perishable commodity.