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TOURISM MARKETINGTOURISM MARKETINGUNIT:IIUNIT:II

TOPICSTOPICS

CONCEPTS OF TOURISM PRODUCT CONCEPTS OF TOURISM PRODUCT DEVELOPMENTDEVELOPMENT

PRICING OF DIFFERENT PACKAGESPRICING OF DIFFERENT PACKAGES VARIOUS MIDDLEMEN IN TOURISMVARIOUS MIDDLEMEN IN TOURISM PROMOTIONAL TECHNIQUESPROMOTIONAL TECHNIQUES

TOURISM PRODUCTSTOURISM PRODUCTS

Tourism-A ProductTourism-A Product "Capturing peoples' imaginations lies at the heart of successful travel and tourism""Capturing peoples' imaginations lies at the heart of successful travel and tourism"

Tourism--the Tourism--the practice of traveling practice of traveling for pleasure; for pleasure; --The business of --The business of providing tours and providing tours and services for tourists.services for tourists.

Tourism among other things ,is connected to Tourism among other things ,is connected to consumption .in order to consume tourism ,it consumption .in order to consume tourism ,it has to be made into a product, a commodity has to be made into a product, a commodity that can be bought.that can be bought.

Tourism product is usually considered as a Tourism product is usually considered as a package , which consists of attraction, package , which consists of attraction, services, accessibility, images related to the services, accessibility, images related to the destinations and pricedestinations and price

The core product is experience and other The core product is experience and other elements like destinations surroundings and elements like destinations surroundings and staff which are supporting the core product.staff which are supporting the core product.

NATURAL: water; coasts; forests, NATURAL: water; coasts; forests, mountains; eco-tourismmountains; eco-tourism

MAN-MADE: Theme parks, museums, MAN-MADE: Theme parks, museums, aquariums, historic sites, golf coursesaquariums, historic sites, golf courses

EVENT: Festivals, Sports, EVENT: Festivals, Sports, Conferences,Theater, Golf Tournaments.Conferences,Theater, Golf Tournaments.

COMMUNITY-BASED: home stays, COMMUNITY-BASED: home stays, working holidays; bed& breakfast, agri-working holidays; bed& breakfast, agri-tourismtourism

PRODUCT PRODUCT ATTRACTIONSATTRACTIONS

There are four components of a product

The innermost core represents the generic product. This component is the rudimentary item (tangible or intangible) without which there would be no productThe expected component of product concept represents customers’ minimalexpectations that exceed the generic product itself. The generic product cannot be sold unless those expectations are met.These factors are variables of the product that are “must-haves”. They do not motivate the sale of the product itself, but lack of them can “demotivate” the sale.

Product developmentProduct development

In context of tourism, the basis of product In context of tourism, the basis of product development aredevelopment are

Customers’ needsCustomers’ needs MotivationMotivationProduct development basically means that Product development basically means that

the different possibilities of destinations the different possibilities of destinations are formed into products which have a are formed into products which have a certain core of value and price.certain core of value and price.

The process of product The process of product developmentdevelopment

The process of tourism development The process of tourism development follows the steps of any universal product follows the steps of any universal product development modeldevelopment model

The customer participation in different The customer participation in different parts of product development creates the parts of product development creates the uniqueness.uniqueness.

Development of sevice process

Development of service concept

Marketing test

commercialising

Post-Commercial evaluation

Product DevelopmentProduct DevelopmentFacilities & InfrastructureFacilities & Infrastructure

• • Encourage quality through regulations and certificationEncourage quality through regulations and certificationprogramsprograms• • Encourage investment in the destination through fiscalEncourage investment in the destination through fiscalpoliciespolicies• • Improve information and interpretative programsImprove information and interpretative programs• • Add products that will increase length of stay, spendingAdd products that will increase length of stay, spending& seasonality& seasonality• • Encourage innovative accommodation styles (sense ofEncourage innovative accommodation styles (sense ofplace)place)• • Include information technologies: GIS, GPS, IntelligentInclude information technologies: GIS, GPS, IntelligentTransportation Systems, mobile applicationsTransportation Systems, mobile applications

Developing a product through Developing a product through standardsstandards

Ensures consumer satisfactionEnsures consumer satisfaction Addresses consumer demandsAddresses consumer demands Develops communities Develops communities Provides economic growth-re development and Provides economic growth-re development and

changechange Ensures sustainability-via monitoring and Ensures sustainability-via monitoring and

inspectionsinspections Reduces trade barrier-by having acceptable Reduces trade barrier-by having acceptable

standards standards Allows one to compete in the global market via Allows one to compete in the global market via

incorporation of international standardsincorporation of international standards

Benefits

Tourism destination Tourism destination development development

1)1)    AssessmentAssessment2)2)    Evaluation of options & setting Evaluation of options & setting

prioritiespriorities3)3)    Implementation phaseImplementation phase