sabeel salim tourism marketing

8/8/2019 Sabeel Salim Tourism Marketing

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ASSIGNMENT ON TOURISM

MARKETING

Submitted To: Prof. Daniel Solomon

Submitted By: Sabeel Salim

Reg No.A8517609

Submitted On: 09/1/2011


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Chapter 1

Q 1 ) Define tourism?

In 1981, the International Association of Scientific Experts in Tourism definedtourism in terms of particular activities selected by choice and undertakenoutside the home.

Q 2 ) What are the most visited countries in the world?

The 10 most visited countries in the world are given below in order :-

1. France

2. United States3. Spain

4. China

5. Italy

6. United Kingdom

7. Turkey

8. Germany

9. Malaysia

10. Mexico

Q 3 ) What do you mean by leisure tourism?

Leisure travel was associated with the Industrial Revolution in the UnitedKingdom the first European country to promote leisure time to theincreasing industrial population. Initially, this applied to the owners of themachinery of production, the economic oligarchy, the factory owners and thetraders. These comprised the new middle class. Cox & Kings was the first

official travel company to be formed in 1758.

Q 4 ) What are different types of tourism ?

The different types of tourism are :-

Leisure Tourism

Winter tourism


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Mass Tourism

Adjectival Tourism

Sustainable Tourism

Ecotourism

Pro-poor Tourism

Recession Tourism

Medical Tourism

Educational Tourism

Creative Tourism

Dark Tourism

Sports Tourism

Q 5 ) Explain Ecotourism.

Ecotourism, also known as ecological tourism, is responsible travel to fragile,pristine, and usually protected areas that strives to be low impact and (often)small scale. It helps educate the traveler; provides funds for conservation;directly benefits the economic development and political empowerment oflocal communities; and fosters respect for different cultures and for human

Q 6 ) Tourism is a human right . Discuss about it .

On the 15th of April 2010, European Commissioner Antonio Tajani attractedattention and criticism after the British newspaper, The Sunday Times,reported he had unveiled a plan declaring tourism as a human right.According to the article, pensioners, youths and those too poor to afford itshould have their travel subsidised by the taxpayer. Tajani's program will bepiloted until 2013 and then put into full operation. In introducing his plan,Tajani stated, "Travelling for tourism today is a right. The way we spend ourholidays is a formidable indicator of our quality of life." His spokesmanadded, "Why should someone from the Mediterranean not be able to travel

to Edinburgh in summer for a breath of cool, fresh air; why should someonefrom Edinburgh not be able to travel to Greece in winter?" EurActiv, anindependent media portal, criticized the article by The Sunday Times as anexample of misleading information about the EU to appear in the Britishpress and then picked up by other Anglo-Saxon media and blogs,and Erective stated that "the article on The Sunday Times never quotes thecommissioner as having made such a statement. Nevertheless, it pursuesthe argument under the headline "Brussels decrees holidays as a human


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right," underlining the alleged "hundreds of millions of pounds" that pursuingthe idea would cost taxpayers." Wikipedia was criticized by EurActivregarding the difficulty that Commissioner Tajani's team had with changingthe wrong information on the encyclopedia, and echoed EuropeanCommission spokesperson Pia Ahrenkilde Hansen's statement that "ethics in

digital communications is definitely a subject which deserves to beaddressed."

Chapter 2

Q 1 ) Discuss about any five states important tourist spots.

Goa

Goa is noted for its resorts and beaches. Goa is famous for its excellentbeaches, Portuguese churches,Hindu temples, and wildlife sanctuaries.The Basilica of Bom Jesus, Mangueshi Temple, Dudhsagar Falls,

and Shantadurga are famous attractions in Goa. Recently a Wax Museum(Wax World) has also opened in Old Goa housing a number of waxpersonalities of Indian history, culture and heritage.

Kerala

Kerala is famous especially for its ecotourism initiatives. Its unique cultureand traditions, coupled with its varied demography, has made it one of themost popular tourist destinations in India. Growing at a rate of 13.31%, thetourism industry significantly contributes to the state's economy.

Kerala is known for its tropical backwaters and pristine beaches such

as Kovalam.

Maharashtra

Ajanta Caves, Ellora Caves and Victoria Terminus are 3 main tourist spots inMaharashtra.

Mumbai is known for its architecture, from the ancient Elephanta Caves, tothe Islamic Haji Ali Mosque, to the colonial architecture of Bombay HighCourt and Victoria Terminus.

Maharashtra also has numerous adventure tourism destinations,

including paragliding, rock climbing, canoeing, kayaking, snorkeling,and scuba diving in places like Kolad, Tarkarli, Koyna, Manor. Maharashtraalso has several pristine national parks and reserves, some of the best onesare Tadoba with excellent accommodation and safari experiences besideslittle known by amazing wildlife destinations like Koyna, Nagzira (very smallwith incredible sightings), Melghat (disturbed with massive mining truckmovement), Dajipur, Radhanagari and of course the only national park withinmetropolic city limits in the world - Sanjay Gandhi National Park.


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The Bibi Ka Maqbara at Aurangabad the Mahalakshmi temple at Kolhapur,the cities of Nashik, Trimbak famous for religious importance and the cityof Punethe seat of the Maratha Empire and the fantastic GaneshChaturthi celebrations together contribute for the Tourism sector ofMahrashtra.

Meghalaya

Meghalaya has 2 National Parks and 3 Wildlife Sanctuaries. Meghalaya alsooffers many adventure tourism opportunities in the form of mountaineering,rock climbing, trekking and hiking, water sports etc. The state offers severaltrekking routes some of which also afford and opportunity to encounter somerare animals such as the slow loris, assorted deer and bear. The UmiamLakehas a water sports complex with facilities such as rowboats,paddleboats, sailing boats, cruise-boats, water-scooters and speedboats.

Cherrapunjee is one of the most popular tourist spots in North East of India.

It lies to the south of the capital Shillong. The town is very well known andneeds little publicity. A rather scenic, 50 kilometer long road, connectsCherrapunjee with Shillong.

The popular waterfalls in the state are the Elephant Falls, Shadthum Falls,Weinia falls, Bishop Falls, Nohkalikai Falls, Langshiang falls and Sweet Falls.The hot springs at Jakrem near Mawsynram are believed to have curativeand medicinal properties.

Pondicherry

The Union Territory of Pondicherry comprises four coastal regions via-

Pondicherry, Karakul, Maher and Yana. Pondicherry is the Capital of thisUnion Territory and one of the most popular tourist destinations in SouthIndia. Pondicherry has been described by National Geographic as "a glowinghighlight of subcontinental sojourn". The city has many beautiful colonialbuildings, churches, temples, and statues, which, combined with thesystematic town planning and the well planned French style avenues, stillpreserve much of the colonial ambience.

Q 2 ) Give a brief on fauna in India.

India is home to several well known large mammals including the Asian

Elephant, Bengal Tiger, Asiatic Lion, Leopard and Indian Rhinoceros, oftenengrained culturally and religiously often being associated with deities. Otherwell known large Indian mammals include ungulates such as the domesticAsian Water buffalo, wild Asian Water buffalo, Nilgai, Gaur and severalspecies of deer and antelope. Some members of the dog family such asthe Indian Wolf, Bengal Fox, Golden Jackal and the Dhole or Wild Dogs arealso widely distributed. It is also home to the StripeHyaena, Macaques, Langurs and Mongoose species. India also has a large


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variety of protected wildlife. The country's protected wilderness consists of75 National parks of India and 421 Sanctuaries, of which 19 fall under thepurview of Project Tiger. Its climatic and geographic diversity makes it thehome of over 350 mammals and 1200 bird species, many of which areunique to the subcontinent.

Some well known national wildlife sanctuaries include Bharatpur, Corbett,Kahna, Karziranga, Periyar, Ranthambore and Sariska. The world's largestmangrove forest Sundarbans is located in southern West Bengal.The Sundarbans and Keoladev National Park in Rajasthan is UNESCO WorldHeritage Site.

Q 3 ) Write an essay on adventure tourism.

The different oppurtunities for adventure tourism are :-

River rafting and kayaking in Himalayas

Mountain climbing in Himalayas

Rock climbing in Madhya Pradesh

Skiing in Gulmarg or Auli

Boat racing in Bhopal

Paragliding in Maharashtra

Q 4 ) Explain about tourist spots in hill stations and beaches in India .

Most famous hill stations are:

Mount Abu , Rajasthan

Pachmarhi, Madhya Pradesh - It is also known as The Queenof Satpura.

Araku, Andhra Pradesh

Gulmarg, Srinagar and Ladakh in Jammu and Kashmir

Darjeeling in West Bengal

Munnar in Kerala

Ooty and Kodaikanal in Tamil Nadu

Shillong in Meghalaya

Shimla, Kullu in Himachal Pradesh


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Nainital in Uttarakhand

Gangtok in Sikkim

Mussoorie in Uttarakhand

Manali in Himachal Pradesh

Mahabaleshwar in Maharashtra

Some of the famous tourist beaches are:

Beaches of Vizag, Andhra Pradesh

Beaches of Puri, Orissa

Beaches of Digha, West Bengal

Beaches of Goa

Kovalam Beach, Kerala

Marina Beach, Chennai

Beaches of Mahabalipuram

Beaches in Mumbai

Beaches of Diu

Beaches of Midnapore, West Bengal

Andaman and Nicobar Islands

Lakshadweep Islands

Q 5 ) Give details on the historical monuments.

The Taj Mahal is one of India's best-known sites and one of the bestarchitectural achievements in India. Located in Agra, it was built between1631 and 1653 by Emperor Shah Jahan in honor of his wife, Arjumand Banu,more popularly known as Mumtaz Mahal. The Taj Mahal serves as her tomb.

The Mahabodhi Temple A 2000 year old temple dedicated to GautamBuddha in Bodh Gaya. It is a UNESCO World Heritage Site.

The Nalanda Vishvavidyalaya, located in the Indian State of Bihar, wasa Buddhist center of learning from 427 C.E to 1197 C.E partly under the PalaEmpire. It has been called "one of the first great universities in recordedhistory. According to historical studies the University of Nalanda was


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established 450 C.E under the patronage of the Gupta emperors,notably Kumaragupta.

The Brihadishwara Temple in Thanjavur, Tamil nadu built by the Cholas, thistemple is one of India's most prized architectural sites.

The Airavateswara temple located in the town of Darasuram,near Kumbakonam, Tamil nadu.

The Shore Temple, along with the collection of other monumentsin Mahabalipuram, Tamil nadu have been declared as UNESCO WorldHeritage Sites.

The Golden Temple is one of the most respected temples in India and themost sacred place for Sikhs. The Golden Temple is located in Amritsar,Punjab, India.

1. The Bah' temple in Delhi, was completed in 1986 and serves as theMother Temple of the Indian Subcontinent. It has won numerousarchitectural awards and been featured in hundreds of newspaper andmagazine articles. (It is also known as the Lotus Temple.)

2. The Hawa Mahal in Jaipur also known as Palace of Winds is majorattraction in Jaipur.

3. The Taj Mahal Palace is an icon of Mumbai.

4. The Victoria Memorial in Kolkata

Chapter 3

Q 1 ) Define marketing.

According to Philip Kilter ,Marketing is the analysis, planning,implementation, and control of carefully formulated programs designed tobring about voluntary exchanges of values with target markets for thepurpose of achieving organisational objectives. It relies heavily on designing

the organisations offering in terms of the target markets needs and desires,and on using effective pricing, communication, and distribution to inform,motivate, and service the markets.

Q 2 ) What is the difference between selling and marketing ?

It was mentioned earlier that many persons confuse marketing with sellingwhereas they are totally difference has been described by Levitt as , Sellingfocuses on the needs of the seller; marketing on the needs of the buyer.


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Selling is preoccupied with the sellers need to convert his product into cash;marketing with the idea of satisfying the needs of the customer by means ofthe product and the whole cluster of things associated with creating,delivering and finally consuming it.

Thus, according to the sales concept or sales orientation, an organisationbelieves that the size of the market can be increased by the selling effort.Such an organisation does not changes its product according to theconsumer needs but on the contrary increases its advertising, personnelselling, sales promotion and other demand-creating activities for the product.The aim is to achieve profits by increasing the volume of sales. According toKolter.

A sales orientation holds that the main task of the organisation is tostimulate the interest in potential consumers in the organisation existingproducts and services

Contrary to this, in the market concept or market orientation, the focus is oncustomer needs, where marketing is utilised to gain profits through customersatisfaction. According to Kolter:

A marketing orientation holds that the main task of the organisation is todetermine the needs and wants of target markets and to satisfy themthrough the design, communication, pricing, and delivery of appropriate andcompetitively viable products and services.

Many organisation in tourism go by the product orientation approach whichaccording Kotler means:

That the major task of a services of products. This approach does not takeinto account the consumers needs or attitudes etc. Similarly, the sellingorientation focuses on the needs of the seller and ignores the needs of thetourists needs and want etc., taken care of. This has been described by someas an exercise of putting yourself in the tourist shoes.

Q 3 ) What are the features of Tourism Marketing ?

The marketing of tourism is different from other products because tourism isa service product where instead of selling physical goods an intangibleexperience is sold. In Unit-4 of TS-3 you have already been acquainted with

the characteristics of the tourism services. However, very briefly we onceagain mention certain aspects of the tourism product:

It is not possible to evaluate or demonstrate the tourism product in advance.This is because the services are consumed and felt at the same time.

The tourist not only buys the product but also feels the product and isinvolved in it.


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The tourism products cannot be stored.

The tourist buys the experience and does not own the product.

The tourism product is a combination of several services.

In the designing and package of tourism product a number of intermediariesare involved. Bad experience at one level can spoil the entire image of theproduct or service.

The demand in tourism is highly elastic and seasonal in nature.

Some of the problems faced by the tourism industry for the purposes ofmarketing are there because of its own lack of efforts in the area. Forexample, few in the industry go for market research as the industry isdominated by small business which lacks in both expertise as well asresources for adopting a marketing approach. Most of the time a short termoutlook is adopted rather than a long term approach. The presence of toomany intermediaries affects the quality controls and leads to consumerdissatisfaction. The resource crunch affects the marketing efforts,particularly for making a presence in the international markets. Theapproach adopted by the organisations is to deal through intermediariesrather than approaching the market on their own. The consumer of thetourism products and services in future is going to be different from that oftoday. The emergence of specialised tourism is going to make moredemands on the industry in relation to the consumer needs. Competition isalready on the increase and hence more and more consumer satisfaction willbe the key to success. A major challenge for tourism marketing is coming inthe form of consumer protection laws and eco-friendly destinations. Time isnot far when in spite of the best marketing efforts if consumer protection andunpolluted environment do not form a part of the marketing package, thedestination, product or service is bound to be adversely effected.

Q 4 ) What are the skills required to be a marketing manager ?

Marketing Manager must possess the following personal qualities to be asuccessful practitioner:

He or she should be very energetic, active, competitive and aggressive bynature,

He or she should be creative in terms of seeking new opportunities and toexploit them for the organisations benefit.

He or she should have the skill and confidence to analyse, appreciate andinterpret the data in relation to marketing.


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He or she should have the quality of judgement for taking marketingdecisions and evaluating risks, besides being a good administrator andstrategist.

He or she must develop a marketing orientation along with sensitivitytowards consumer needs and attitudes.

Q 5 ) How would you make a marketing plan ?

Defining the marketing objectives and goals of the organisation along withan executive summary of these.

It should take into account the situation analysis. This takes into account thebackground, forecast, opportunities and threats and strengths andweaknesses.

Based on these aspects a marketing strategy is devised taking into accountthe target markets, marketing mix and the levels of marketing expenditure,i.e., the marketing budget.

Next step involves the action programme keeping in view a timeframe.

The marketing plan should also specify the methods of monitoring andcontrols. This should take into account:

Sales analysis,

Market share,

Marketing expenses, and

Checking customer attitudes towards the organisations products andservices.

Chapter 4

Q 1 ) What do you understand by market segmentation?

According to Victor TC Middleton Market segmentation is the processwhereby producers organise their knowledge of customer groups and selectfor particular attention, those whose needs and want they are best able tosupply with their products.

Hence, Market segmentation involves a division of the prospective marketinto identifiable groups. In simple words it can be defined as the division of amarket into groups of segments having similar wants.


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Q 2 ) What type of questions should you ask before you group tourists ?

What:

Factors influence the tourist demand?

Service do the tourist expect?

Is the basis for tourists comparing your product with other products?

Benefits do the tourists seek?

Risks do the tourists perceive?

Are the tastes of the tourists?

How:

Do tourists buy?

Much are the tourists willing to spend?

Many vacations do the tourists take in a year?

Does promotion and advertising effect the tourists demand?

Does the product fit into the life styles tourists?

Where:

Is the decision made by tourists to buy?

Do the tourists seed information about the product?

Do the tourists buy the product?

When:

Do the tourists take a vacation?

Do the tourists make a decision to buy the product?

Is the product repurchased?

Why:Do the tourists buy your product?

Do the tourists choose one destination over the other?

Do the tourists to a particular destination?

Do the tourists prefer one type of service and not her other?


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Do the tourists buy your competitors products?

Who:

Buys your product?

Buys your competitors products?

Are likely to buy your product?

May not be interested in your product?

Q 3 ) Using a formula explain your target for marketing

Target for marketing = characteristics + demographic profile

Q 4 ) Explain Segmentation theory .

Market segmentation involves a division of the prospective market into

identifiable groups. In simple words it can be defined as the division of amarket into groups of segments having similar wants. This theory is opposedto a diluting of efforts by appealing to an entire market. It is based on arealisation of the fact that a product can be sold more effectively if effortsare concentrated towards those groups which are most potential. PhillipKotter is of the view that different competitors will be in the best position togo after particular segmentation of the market. At the same time hementions that this is not always the practise. The organisations, in theirthinking about operating in a market have generally passed through thefollowing three stages:

Mass Marketing: This is a marketing style where the organisation makesefforts to attract every eligible buyer to use its product which has beenmass-product and will be mass distributed. Here no attention is paid toconsumer preferences.

Product Differentiated Marketing: In this marketing style theorganisation produces two or more products for the entire market. Theseproducts might have different characteristics but they are not designed forany different group(s). Rather they only provide alternatives to every buyerin the market.

Target Marketing: Here, the organisation:Differentiate amongst varied market segments,

Focuses on one or more of these segments (target), and

Develops the product to meet the needs of the target market.


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In tourism, the organisation practises each style of marketing though theemphasis on target marketing is gaining ground. Let us take the example ofIndian Railways vis-a-viz the tourist market.

Under stage-1, trains are available for everyone to travel.

Under Stage-2, the railways offer Deluxe, Rajdhane or Shatabdi trains.

Under stage-3, trains like Palace on the Wheels or the Royal Orient are therewhich have a set target of customer from among the up budget touristmarket.

The shift of emphasis is because of the benefits in market segmentation.

By selection the market niches i.e. suitable markets, an organisation canexploit the market much better,

An organisation can focus its strategies more appropriately on target groups,

or

Customer loyalties can be instituted through segmented marketing becausethe product matches the needs of the segment.

Chapter 5

Q 1 ) Explain about demographic and life style trends?

Changing demographics and lifestyles are having a major impact on R/Tparticipation. An assessment of these trends is important to understand how

they will likely affect your business or community.

Some of the important trends that bear watching:

(1) population growth and movement;

(2) rural community growth compared to metropolitan areas;

(3) number of adult women employed outside the home;

(4) the number of households is growing, especially non family and singleparent households, but family size is decreasing;

(5) the impact of two wage earner households on real family income;

(6) the number of retired persons with the financialability to travel;


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(7) better health to an older age; and

(8) continued aging of the population (we are becoming a middle agedsociety).

Q 2 ) What is business and community profiles?

Too many communities attempt to market themselves as tourist destinationswithout accurate information about their resources (facilities, services, staff),image (projected vs. actual), and how well their customers are satisfied.Without this information, it is difficult to make other decisions in the planningprocess. Included should be such things as recreational and entertainmentfacilities, cultural and historic sites,overnight accommodations, restaurants, shopping opportunities, specialevents and activities, staff size, and transportation. Each item of the"inventory" should also be assessed in terms of quality and availability.

Q 3 ) Explain market segmentation?

Marketing is strongly based on market segmentation and target marketing.Market segmentation is the process of:(1) taking existing and/or potential customers/visitors (market) andcategorizing them into groups with similar preferences referred to as"market segments;"

(2) selecting the most promising segments as "target markets" and

(3) designing "marketing mixes," or strategies (combination of the 4 Ps),which satisfy the specialneeds, desires and behaviour of the target markets.

There is no unique or best way to segment markets, but ways in whichcustomers can be grouped are:

(1) location of residence---instate, out-of-state, local;

(2) demographics---age, income, family status, education;

(3) equipment ownership/use---RV's, sailboats, canoes,tents, snowmobiles;

(4) important product attributes---price, quality,quantity; and

(5) lifestyle attributes---activities, interests,


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opinions.Q 4 ) Explain market strategy mix?

The marketing strategy, or mix, should be viewed as a package of offeringsdesigned to attract and serve the customer or visitor. Recreation and tourismbusinesses and communities should develop both external andinternal marketing mixes for different target markets.

External MixThe external marketing mix includes product/service, price, place/location,and promotion.

ProductEarlier we said the principal products that recreation and tourism businessesprovide are recreationalexperiences and hospitality. The factors that create a quality recreationalexperience often differ among people. A quality experience for one skier

might include an uncrowned, steep slope. To another it might be agood restaurant and a chance to socialize. Decisions on what facilities,programs and services to provide should be based on the needs and desiresof the target market(s). They should not be based on the preferences of theowner/manager or necessarily on what the competition is providing.Recognize that a recreational/tourism experience includes five elements: tripplanning and anticipation; travel to the site/area; the experience at the site;travel back home; and recollection. Businesses should look for ways toenhance the quality of the overall experience during all phases of the trip.This could be accomplished by providing trip planning packages whichinclude maps, attractions en route and on site, and information regardinglodging, food and quality souvenirs and mementos.Recreation and tourism businesses should also view their service/product ingeneric terms. Thinking of products/services in this manner helps focusmore attention on the experiences desired by customers and also thefacilities, programs and services that will produce those experiences. Forexample, campgrounds are the business of providing recreational "lodging"not just campsites to park an RV or set up a tent. Marinas should providerecreational "boating" experiences, not just slippage.Location and Accessibility---PlaceToo many tourism businesses and communities fail to recognize their role inimproving travel to and from their areas. They focus instead on servicing thecustomer once they arrive at the site/community. A bad experience gettingto or leaving an R/T site can adversely affect a person's travel experience.Ways to help prevent this include:

(1) providing directions and maps;

(2) providing estimates of travel time and distances from different market


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areas;

(3) recommending direct and scenic travel routes;

(4) identifying attractions and support facilities along different travel routes;

and

(5) informing potential customers of alternative travel methods to the areasuch as airlines and railroads.

Potential businesses should also carefully assess alternative locations for:

(1) distance and accessibility to target markets;

(2) location of competitors with respect to target markets;

(3) modes of travel serving the area; and

(4) other attractions and activities that might induce travel to the area.

PricingPrice is one of the most important and visible elements of the marketing mix.When setting prices it is important to take into consideration all of thefollowing:(1) business and target market objectives;

(2) the full cost of producing, delivering and promoting the product;

(3) the willingness of the target market to pay for the product or service youprovide;

(4) prices charged by competitors offering a similar product/service to thesame target market(s);

(5) the availability and prices of substitute products/services (for example,campgrounds, motels, andbed and breakfast are all substitutes for lodging);

(6) the economic climate (local and national); and(7) The possibility of stimulating high profit products/services (such as boats)by offering relatedservices (such as maintenance) at or below cost.

When establishing prices, R/T businesses should give attention to pricingstrategies which may encourage off season and non-peak period sales,


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longer stays, group business, and the sale of package plans (combinationof room, meals, and recreational facilities). For additional information onpricing, see Extension bulletin E-1999.

Promotion

Promotion provides target audiences with accurate and timely information tohelp them decide whether to visit your community or business. Theinformation should be of importance and practical use to the potential orexisting visitor and also accurate. Misrepresentation often leads todissatisfied customers and poor recommendations. Don't make claims youcannot live up to.

Developing a promotional campaign is not a science with hard and fast rules.Making decisions regarding which type or combination of promotion types touse (personal selling, advertising, sales promotions, or publicity) is notalways easy. If, however, you follow a logical process and do the necessary

research, chances for success will be improved. It will be necessary tomake decisions regarding:

(1) Target audience---the group you are aiming at;

(2) Image---that which your community or business wants to create orreinforce;

(3) Objectives---those of the promotional campaign;

(4) Budget---the amount of money available for your promotion;

(5) Timing---when and how often should your promotions appear;

(6) Media---which methods (television, radio, newspaper, magazine) will mosteffectively and efficientlycommunicate your message to the target audience; and

(7) Evaluation---how can the effectiveness of the promotional campaign bedetermined.

Internal Mix

As stated, marketing services such as recreation and tourism differ frommarketing tangible products.Recreation and tourism businesses must direct as much attention atmarketing to customers on site as they do to attracting them. In this respect,internal marketing is important because dissatisfied customers caneffectively cancel out an otherwise effective marketing strategy.

The success of internal marketing is dependent on creating an atmosphere in


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which employees desire to give good service and sell thebusiness/community to visitors. To create such an atmosphere requires thefollowing fourimportant elements:

(1) Hospitality and Guest Relations---An organization wide emphasis onhospitality and guest relations,including a customer oriented attitude on the part of the owners andmanagers as well as the employees. If the owner/manager is not customersensitive, it is unlikely the lower paid employees will be.

(2) Quality Control---A program which focuses on improving both thetechnical quality (the standards associated with what the customer receives)and the functional quality (the standards associated with how the -customerreceives the service). All employees who come into contact with customersshould receive hospitality training.

(3) Personal Selling---Training the staff in the selling aspects of the property(business) or community. Thisalso includes rewarding them for their efforts. By being informed about themarketing objectives, and their role in accomplishing those objectives, theycan help increase sales.

(4) Employee Morale---Programs and incentives aimed at maintainingemployee morale. The incentives can be both monetary and non-monetary.

A customer oriented atmosphere usually results in customers that are more

satisfied, do less complaining and are more pleasant to serve. This helpsbuild employee morale, their desire to provide good service andtheir efficiency.

Q 5 ) Write an essay on marketing budget?

Successful marketing requires that sufficient money and personnel time bemade available to implement activities comprising the marketing strategy. Amarketing budget is a financial plan which shows the total amount to bespent on marketing during different times of the year and how it is to beallocated among alternative activities.Separate marketing budgets should be developed for each marketing mix

strategy. The separate budgets should then be aggregated to develop anoverall marketing budget. If the total amount is too great it will be necessaryto modify the overall objectives and the target market objectives, narrowdown or drop target markets, or adjust marketing mixes. The final budgetshould be realistic given your objectives. When deciding on amarketing budget, consideration should be given to the job that needs to bedone as defined by the objectives. Basing marketing budgets on somepercent of sales or what the competition spends usually leads to over


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spending or under spending. Decisions should also be based on the costs,projected revenues, and desired profitability of different activities, not justcosts alone. Successful marketing activities will generate additionalrevenues which can be projected based on the marketing objectives (such asincrease off season stay by 5%).

Although budgets should be viewed as flexible plans, every effort should bemade to adhere to them. Revisions in the budget should only be made aftercareful consideration of the likely impact of the change on the marketing mixand accomplishment of your objectives.

sabeel salim tourism marketing

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