Documentos de Académico
Documentos de Profesional
Documentos de Cultura
ecotourism operations:
Tourism Marketing
June 2012
Kirsten Focken
Agenda
Needs, wants
and demand
Markets Products
Exchange, Value,
transaction, satisfaction,
relationship quality
What is Tourism Marketing
Product
Develop key attributes (e.g.
nature, culture, people,
adventure,...)
Quality of Services (accomodation,
restaurants, transport...)
Place
Sell directly to the identified target
markets
Through Intermediairies or other
service providers
What is Tourism Marketing
Promotion
Develop tools to communicate the product to
the target markets
Price
Competitive Pricing for packages, tours and
single products (hotels, transportation,
entrance...)
People
Develop capacity and knowledge
The Tourism System
DESTINATION
SUPPORT
TOURIST
SERVICES COMMUNITY
GENERATING SECTOR
REGIONS
= DEMAND SIDE DESTINATION
International TRANSIT = SUPPLY SIDE
FRONT LINE
Tourists REGION
SECTOR
Domestic Tourists
BIO-PHYSICAL GOVERNMENT
ENVIRONMENT
Destination - Markets
Destinations Europe Travelers
NTO
Internet
Attractions
Travel
Airlines Transport Agencies
Inbound Outbound
TO TO
Other: restaurants, Hotels
Handicraft, souvenirs
Internet Attractions
NTO
Place /
Product Promotion Price Plan
Distribution
Press + Media
special websites
(e.g. sustainable travel,
adventure travel, UNESCO)
Business to Business
Marketing
Trade shows / Exhibitions
Direct contact: letter, email, visit
Brochure, leaflet, quotations
Trade Media (tourism publications)
Associations (PATA etc)
Internet: member of trade groups and
networks
The Travel Industry
Travel agency
What is a brand?
What is a Brand?
NOT:
Core essence / characteristics
Logo
Holistic sum of all information about a
product or group of products Slogan
• Flyer, Brochure
Fairs + Exhibitions
Information centre • Map Create and strengthen
Informs tourists • Calendar of festivals awareness in the tourism
where to go • Special interest (adventure, businesses
culture, biodiversity, …)
Promotional Program
Press
Relations
Advertise-
ment
Establish
Define Evaluate
Identify Marketing Events
Objectives options
Target Mix =
for and
Audience Marketing
Promotion budget Publications
Tools
Information
Centre
Internet
Publications
All publications should follow branding rules to
assure a consistency.
No geographic border
You can reach a (world)wide target
You can show everybody who you are
It is under your control
Cost efficient
Tools:
Website
Social Media
February international
from 170
countries)
ITB Berlin World travel market March 11.087 180.000
(187 countries) (42%
internat.)
Le Monde Paris French tourism March 680 (217 103.000
market destinations) public,
5200 trade
World Travel London World travel market November 5600 (202 48.000
Market countries) trade (48%
internation
al)
ATF (Asean Rotating Asian and January 300-400 n/a
Asian