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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