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.”

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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.”

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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.

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USERS OF TOURIST SERVICES

• We find different categories of users availing the services of tourist organization.

Demand as a base:

Primary, Secondary, Opportunity

Holiday as a base:

Mass market, Popular market, Individual market

Geography as a Base:

Cities, Provinces, Regions, Countries

Psychograph as a base:

Lifestyle, Personality Motive, Product, Knowledge

Demography as a base:

Age, Sex, Occupation, Class, Religion

Socio-Economic as a base:

Rich, Poor, Rural, Urban, Literate, Illiterate

Purpose as a base:

Business travel, Cultural, Common interest

Age as a base:

Kids, Teens, Youth, Young, Old, Married, Single

MARKET SEGMENTATION

TOURISM PRODUCT

ACCOMODATION:

5 Star, 4 Star, 3 Star, 2 Star, Cottages, Havelis

RECREATION:

Theatre, Pubs, Casinos, Music, Get Together

RESTAURANT:

European, Chinese, Indian, Multi Cuisine etc.

ATTRACTION:

Natural Scenes, Historic, Artificial Beauties, Heritages, Lakes, Parks etc.

TRANSPORTATION:

Airways, Railways, Roadways, Sea Ways

SHOPPING:

Artistic, Handicrafts, Handlooms, Books, Garments, Jewellery

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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