2008122255010YW_marketing_1 美国著名大学 创意营销 经典课程 ppt 课件.ppt

Marketing in Travel Tourism Yawei Wang, Ph.D. Montclair State University Course Outline The meaning of marketing in travel and tourism The marketing mix for tourism services Market segmentation for tourism market Product – what do we market? Place – accessibility or convenience Promotion – communication Price – cost to the consumer People - Consumer buying behavior in tourism Planning – tourism planning and research Case studies What is Marketing? The performance of individual and organizational activities that facilitate the flow of goods services from producer to consumer Travel Sales Distribution System Demand vs. Supply International Inbound tourism Outbound tourism Domestic tourism Measurement? Main sectors of the TT industry Accommodation Attraction Transportation Travel organizer Destination organization The Main Determinants of Demand Economic factors and comparative prices Demographic, including education Geographic Socio-cultural attitudes to tourism Mobility Government/regulatory Media communications Information and communications technology The Influence of the Main Determinants Propensity Define the extent of participation in travel activity in a given population Holiday/vacation propensity A measure of the proportion of a population that takes holidays in a year The Evolution of the Marketing Concept “Three Pillars of the Marketing Concept” 1. Consumer Satisfaction Businesses must constantly scan or monitor the environment for changes in consumers’ needs wants. Componentsof Strategic Marketing Three Pillars 2. Long-run Profit Orientation A willingness to take short-term losses for long-term benefits. Signals a commitment to customers. Three Pillars 3. System Approach What is a system? A set of interrelated parts working together to produce a meaningful whole. Place organizational needs ahead of departmental or personal needs Marketing Mix Variables Four Cs Customer value Cost to the consumer Communication Convenience Service Marketi