Phí tải tài liệu: 120.000đ

Chú ý: Điền đầy đủ thông tin EMAIL và SĐT khi thanh toán để được hỗ trợ tốt nhất.

DOWNLOAD NOW

Tourism a modern synthesis part 2

➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạm

Loại tài liệu: PDF

Số trang: 237 Trang

Tài liệu: ✅ ĐÃ ĐƯỢC PHÊ DUYỆT

TẢI VỀ

Nội dung chi tiết: Tourism a modern synthesis part 2

Tourism a modern synthesis part 2

ectionEliftMarketing tourism’ 1 •

Tourism a modern synthesis part 2 er similar bodies which often promote and market destinations. This section of the book focuses on the Issue of what marketing is in relation to touri

sm, chapter 15 examines ttie many concepts and issues associated with tourism marketing, extending our understanding of the tools and techniques used Tourism a modern synthesis part 2

by marketers in a tourism context. Tins IS followed t>y a focus on how marketing is used in one particular context the marketing and management of tou

Tourism a modern synthesis part 2

rist destinations. An understanding of marketing and its concepts IS fundamental to ascertaining how businesses and organizations involved with touris

ectionEliftMarketing tourism’ 1 •

Tourism a modern synthesis part 2 me of die main terms associated with marketing.•Recognize the consequences of marketing in the tourism industry and be aware of its distinguishing fea

tures.•Realize the importance of understanding the customers’ needs, market segmentation and the linkages with aspects of tourist demand and motivatio Tourism a modern synthesis part 2

n.•Fxplain the role and nature of marketing plans, descnbmg some of the main analytical techniques.Overview15Marketing tourism: concepts and issuesTou

Tourism a modern synthesis part 2

rism marketing IS a fascinating subject, at die core of die tourism industry. As the nature of the tourism industry rapidh changes, so too docs the na

ectionEliftMarketing tourism’ 1 •

Tourism a modern synthesis part 2 al and constant, hut the tourism marketing reflects some of the special characterisricsof this industry. This chapter introduces a range of concepts a

nd issues related to tourism marketing. There are numerous excellent texts dedicated in their entirety to this subject (most of which are referred to Tourism a modern synthesis part 2

here), thus what is presented is. of necessity, an introduction. Neverdiclcss. marketing lexis agi ee dial a central dienie of markeung relates to res

Tourism a modern synthesis part 2

ponding to the needs and wants of customers and this is reflected in the following sections.The concept of marketing first came about in the 1950s, fr

ectionEliftMarketing tourism’ 1 •

Tourism a modern synthesis part 2 ellas and Becherel 1999) there seems to be a general acceptance of the definition provided by the UK Chattered Institute of Marketing (1984) that mark

eting is ‘the management process responsible for identifying, anticipating and satisfying customer requirements profitably ’.In most organizations the Tourism a modern synthesis part 2

marketing function is central to the structure of die firm. However, behind the marketing function is what is termed a ■marketing concept-, a philoso

Tourism a modern synthesis part 2

phy which helps to guide the firm’s marketing activities. In general (runs there arc five identifiable marketing conceptsthat can influence any area o

ectionEliftMarketing tourism’ 1 •

Tourism a modern synthesis part 2 is most relevant to their product or service, rhe tourism industry is regarded as a ’service’ industry. In the context of the marketing needs of tour

ism services, there arc several distinguishing attributes that differ from the marketing needs of a specific product. fhe.se characteristics are refle Tourism a modern synthesis part 2

cted in Exhibit 15.2.Exhibit 15.2 shows us that the tourism product can be more accurately thought of as a combination of several different services.

Tourism a modern synthesis part 2

While some of the basic principles of marketing apply to all products, there are clearly some special considerations Io make in investigating the tour

ectionEliftMarketing tourism’ 1 •

Tourism a modern synthesis part 2 ese include:•a customer orientation•a focus on die film's external environment•accurate marketing research information, particularly in relation to cu

stomers and competitors•products that meet tourists* needs•differentiation, i.c. that the tourism firm's products are different in some way from the c Tourism a modern synthesis part 2

ompetition•the manipulation of the various marketing opportunities in such a way to create customer satisfaction.Il is against this background that ma

Tourism a modern synthesis part 2

rketing managers in tourism firms need to operate. In most tourism firms the marketing function is at the heart of the film’s oiganizational strategy.

ectionEliftMarketing tourism’ 1 •

Tourism a modern synthesis part 2 tors' (Holloway and Robinson 1995: 23). The remainder of this chapter will introduce some of the relevant concepts and issues associated with answerin

g this question.Exhibit 15.1 The marketing conceptThe product conceptAn approach that assumes that customers are mainly interested in the quality, per Tourism a modern synthesis part 2

formance or features of the product Thus marketing activities focus on product development and improvement.The production conceptAn approach which bel

Tourism a modern synthesis part 2

ieves that customers are. generally, price sensitive. I lere the aim wall be to make products efficiently and distribute them widely enough to raise v

ectionEliftMarketing tourism’ 1 •