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Hillary Jenkins, Otago Polytechnic

Tourism Enterprises

- Marketing

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MarketingSupporting website

What is Tourism Marketing?

• Most people think it’s the same as selling

– the act of offering things for purchase

• What do you think it is?

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Marketing

The process of creating, distributing, promoting

and pricing goods, services and ideas to

facilitate satisfying exchange relationships with

clients in a dynamic environment.

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Marketing Concept

Selling Concept

Marketing versus Selling

FactoryExistingproducts

Selling & Promoting

Profits through sales volume

Starting Point Focus Means Ends

MarketCustomerNeeds

IntegratedMarketing

Profits through customer satisfaction

MarketCustomerNeeds

IntegratedMarketing

Profits through customer satisfaction

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Clients choose the product whose benefits

add up to the most satisfaction, given their

wants and resources

Needs, Wants and Demands

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With the client through the purchase of an

organisation’s products; this is the focal

point of all marketing activities

Process starts…..

• Organisations define products not as what they

make or produce but what they do to make their

customer happy

• What is Cadburys (Dunedin) product?

• Service?

• Who is their target market?

Process Continues

Airline ticket

• Identify who the consumers may be

• Analyse their needs – features or models

• Predict what type of attributes they may

require

Lets apply the Concept to a product

Contiki Tour

• Estimate number who may want the product over

several years and how many they will buy

• Determine how to access and service this market

• Estimate the price consumers are willing to pay (will

you make a profit)

Lets apply the Concept to a product

Internet

• Decide what type of marketing communication

should be used to inform potential customers

• Look at competitors product

Lets apply the Concept to a product

Greenpeace

• Aims to sell an idea

• Influence decision makers

• Change people’s behaviour

• Kotler Philip, Bowen John,

Makens James. (1999)

Marketing for Hospitality and

Tourism 2nd edition. Prentice-

Hall Inc. USA

References