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MOS - Unit IV

The document discusses the concepts of tourism, tourists, and tourism marketing. It defines tourism and provides several definitions from other sources. It also discusses what constitutes a tourist and different categories of users of tourist services. Additional features of tourism products are mentioned as well.

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mohammad.basit
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19 views

MOS - Unit IV

The document discusses the concepts of tourism, tourists, and tourism marketing. It defines tourism and provides several definitions from other sources. It also discusses what constitutes a tourist and different categories of users of tourist services. Additional features of tourism products are mentioned as well.

Uploaded by

mohammad.basit
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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UNIT IV

CLASSIFICATION OF
SERVICE MARKETING - II
CONTENTS

The concept of Transport, Tourism, Hotel &


Hospital Service and their marketing
patterns. The issues affecting their
customers, Marketing Mix and Market
Segmentation
TOURISM – THE CONCEPT
Tourism is a temporary and short-term
movement of people.
Tourism is the totality of relationship.
Tourism is an activity involving a complex
mixture of material and psychological elements.
Tourism is an activity concerned with the
utilization of leisure hours.
Tourism is a composite industry consisting of
various segments.
TOURISM – DEFINITION
“Tourism denotes the temporary, short – term
movement of people to destination outside the
place where they normally live and work and their
activities during their stay at these destinations.”

“Tourism is a pleasure activity in which money


earned in one’s normal domicile is spent in the
places visited.”
Contd…
 “Tourism is a composite industry. It consists of
various segments which can produce a wide range
of products and services”
 “Tourism is an activity involving a complex
mixture of material and psychological elements.
The material one’s are accommodation, food, mode
of travel, entertainment available. The
psychological factors include a wide spectrum of
attitudes and expectations.”
TOURIST - THE CONCEPT
The origin of the word tourist dates back to 1292
AD. It has come from the word tour.
“Tourists are the voluntary temporary travelers,
travelling in the expectations of the pleasure from
the novelty and change experienced on a relatively
and non-recurrent round – trip.”
Acc. To the League Committee: “A person who
makes a journey for the sake of curiosity for the
fun of travelling to a country or place other than
that in which he usually resides.”
TOURISTS ARE…
Person travelling for pleasure, health and
domestic reasons.
Persons arriving in the course of sea
cruise.
Person travelling for Business purpose.
Person travelling for convention.
NOT TO BE TOURIST…
Person arriving without a work to take up
an occupation.
Person coming form rural areas to the
urban areas.
Students in boarding.
Persons domiciled in one country and
working in adjoining country.
Person passing through a country without
stopping.
TOURISM MARKETING
 We consider marketing activity directed at satisfying the
needs and wants through exchange processes.
 Acc. To Krippendorf –

“Tourism marketing is to be understood as the systematic


and coordinated execution of business policy by tourist
undertakings whether private or state ,owned at local,
regional, national and international levels to achieve the
optional satisfaction of the needs of identifiable consumer
groups and in doing so achieves an appropriate returns.”
KEY CONCEPTS – TOURISM
MARKETING
 Tourism marketing is a process of creating a product or providing a service.
 Tourism marketing comprises fact finding; data gathering, analyzing
(marketing research), communication to inform and promote, ensuring and
facilitating sales, selection of marketing planning (distribution),
coordination, control and evaluation, developing professionally sound
personnel.
 Tourism marketing is an integral effort to satisfy tourists and more so ; it is
the device to transform the potential tourists into actual tourists.
 Tourism marketing is the safest way to generate demand, expand market
and increase the market share.
 Tourism marketing is a managerial process to promote business.
USERS OF TOURIST
SERVICES
 We find different categories of users availing the services
of tourist organization.
ADDITIONAL TOURISM PRODUCT SERVICES
SALIENT FEATURES OF TOURIST PRODUCT

1. Tourism Product is Highly Perishable


The product is used just when it is offered and therefore, if it remains
unused, the chance is lost , the business is lost.

2. The Tourism Product is a Service Product:


Services are the only product used and sold in tourism industry. Its
mandatory that the tourist professionals assign due weightage to
creative marketing strategies.

3. Intangibility Complicates The Task of Marketers:


Tourism is a multi segment industry in which the transportation and
accommodation services constitutes a place of outstanding
significance.

4. The Services are for Pleasure:


The Tourism services are used by the tourist to enjoy. By visiting
tourist resorts, spots, sites, beaches, they get pleasure.
Contd…

5. Adequate Infrastructural Facilities for The Tourism Product:


Tourism industry like every other industry needs modern amenities and
infrastructure like hotels, transportation etc.

6. The Users are a Heterogeneous Group of People:


It is important to mention that the tourism users come from different
regions, income groups, age groups, genders, profession, education
etc.

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