9470 Lecture Notes - Lecture 6: Mass Media, Marketing Mix, Services Marketing
21 Jun 2018
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Introduction to Tourism & Events 9470
Week 6 – Marketing
Understand the scope of marketing and event marketing
• “Marketing involves the interaction and interrelationships among consumers and producers of goods
and services, through which ideas, products, services and values are created and exchanged for the
mutual benefit of both groups.”
• Process by which sellers will try to convince buyers that their product has an edge over others (basis
of quality), convincing that buying products will create benefits
• Consumer have needs – marketers identify needs and use marketing to present consumers with
information about product that will make them think there is value
• Marketing’s task is to provide real value to targeted customers, motivate purchase, fulfil consumer
needs, and never fool the customer or endanger the company’s image.
• Creating customer value and satisfaction are at the heart of hospitality and travel industry marketing
• Event marketing is “the process by which event managers and marketers gain an understanding of
their potential consumers’ characteristics and need in order to produce, price, promote and distribute
an event experience that meets the needs and the objectives of the special event” (Bowdin et al. 2011:
367)
Understand services marketing
Service = an experience that is provided to consumers
Four Characteristics of Marketing services (as opposed to goods)
Intangibility – Services are intangible. Natural extension of the experience. They can be experienced
in very limited ways prior to purchase and consumption.
Inseparability – Services are inseparable because production and consumption occur simultaneously
and in the same place.
Variability – Tourism services are highly variable because each customer’s interaction is unique.
Event production is variable too – attendee experience is dependent on so many elements, in sports event, the
outcome is uncertain
Perishability – Tourism services are perishable because they cannot be stored for the future.
Market Failure - Lack of investment in promotion causes the market to fail attaining supply/demand
equilibrium.
Describe the role of Destination Tourism Organisations (DTOs)
Occurring at all levels (state, regional etc.) DTOs reinforce the role of the destination governments within the
over tourism system. Also referred to as Destination Marketing Organisations.
Outline the stages of strategic tourism marketing
Effective tourism marketing must take into account the mission statement, as well as the internal and external
environment.
Mission statement: a directive that would influence future objectives or goals of the organisation- for
marketing planning
SWOT analysis and objectives –
Strengths & Weaknesses (Internal environment)
Opportunities & Threats (External environment)
External includes (PESTLE); Political, Economic, Social, Technological, Legal and
Environmental
SWOT analyses are popular tools for facilitating strategic marketing and management.
Long term – purpose using strategies & Short term – objectives using tactics
Marketing Mix – the critical components of a business or destination product
Explain pricing strategies
Price is a critical ‘pull’ factor, because affordability can determine destination choice. Some segments are
particularly sensitive to high prices such as families, students, and older adults.
Profit-oriented pricing –priority on maximum profit
Sales-oriented pricing- priority on consumer sales by basing on prices on the market, discriminatory
price for different segments, increasing market share through aggressive promotion
Competition-oriented pricing - reactive approach to what competitors are doing in terms of price
Document Summary
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