I made this seminar for my self .. so Like I found help here for my projects, so I want to share my work here to :)

1. Marketing in the Travel and
Tourism Industry
ASSESSOR(VLERESUESI):
MR.PHD BARDHA GASHI
PUNUAR NGA : AGON BALAJ

2. Definition
 Marketing is about anticipating and identifying the
wants and needs of a target market of
consumers, then satisfying those needs in order to
make a profit
 Firstly, travel and tourism organisations must
understand their customers’ demands. This is the
‘anticipating’ and ‘identifying’ part of the definition

3. Marketing Research
 Anticipating and identifying demands depends on
effective marketing research
 Research into the existing and potential market
 We will look into this in detail in the Activity

4. Marketing Research
 Classifying customers according to socio-economic
status, lifestyle, family circumstances, gender and
so on
 May involve primary research –
surveys, observation, questionnaires
 And/or secondary research – statistics and
records, quantitative and qualitative

5. Classifying Customers
 A target market consists of a whole group of
potential customers, drawn from the whole
population
 It’s better to define the target market as a
collection of ‘segments’
 Each segment will have different characteristics
 Each segment’s needs and wants must be satisfied

6. Market Segmentation
 In the domestic tourism market the following
segments may be involved:
 General business tourism
 Holidays and breaks pre-family
 Long holidays
 Activity holidays
 Group holidays

7. Marketing Mix
 The way in which current and potential customers’
demands are satisfied depends on the marketing
mix of the organisation’s products and services:
 Traditionally 4 elements of the mix – Product,
Price, Promotion and Place
 In the modern travel and tourism industry it’s
usual to look at 6

8. Elements of the Marketing Mix
Product or service
 Quality
 Value
 Lifecycle
 Perishability
 Differentiation
 Niche

9. Elements of the Marketing Mix
Price
 Seasonality
 Strategies
 Competitor analysis
 Loss leadership
 Skimming

10. Elements of the Marketing Mix
Promotion
 Advertising
 Endorsements
 Sponsorship
 Methods – use of different
media, brochures/leaflets, public relations, sales
promotion, press releases
 To gain attention/interest/desire/action

11. Elements of the Marketing Mix
Place
 Channels of distribution
 Getting tourism services to customers
 Retail services such as travel agents
 Direct marketing through targeted mail outs
 Electronic methods, such as using the Internet
 The growth of technology

12. Elements of the Marketing Mix
People
 Employees
 Management
 Culture of organisation
 Attitude to customer service

13. Elements of the Marketing Mix
Planning
 Mission statements
 Deciding on objectives
 ‘What are we trying to achieve?’ – profit, cut the
competition, boost share of market, enter new
markets and so on

14. Te dhenat u morren nga: University of Bristol
dhe nga literatura : Marketingu i Udhëtimeve
Turistike
Dr.Sc. Fetah Reçica
Mr.Sc. Bedri Millaku

15. Falemnderit
