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Essay / Research Paper Abstract
A 3 page paper that begins with an introduction to marketing and discussing marketing as it specifically applies to tourism, including market segments. The marketing mix, which generally includes four elements is expanded for the tourism industry, according to some authors; these are reported and discussed. Bibliography lists 2 sources.
Page Count:
3 pages (~225 words per page)
File: MM12_PGtourmk.RTF
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Unformatted sample text from the term paper:
programs may be targeted to the general consumer and/or to niche or target market segments. Before designing promotions, the marketing agent must know and understand the intended audience. For example,
marketing a tour package would be different if the market segment audience was families than it would be with senior citizens. One author explains that marketing in the travel and
tourism industry is about "anticipating and identifying the wants and needs" (BTEC Travel and Tourism, 2005) of the consumers. In this industry, understanding consumer demands meets the anticipating and identifying
components (BTEC Travel and Tourism, 2005). Organizations may conduct different types of marketing research to identify the needs, such as surveys, historical evidence, and being aware of trends in the
industry. The research will allow the company to define different consumer populations based on income, demographics, or other characteristics (BTEC Travel and Tourism, 2005). As an example, when marketing to
families, there must be activities and other aspects that would be of interest to children of different ages. When marketing to senior citizens, typically, the pace of activities is not
as fast and the activities may be vastly different. There are different market segments in tourism (BTEC Travel and Tourism, 2005). These include long vacations, short vacations, combining business and
pleasure, holiday visiting to family and friends, college breaks, group trips, religious trips, educational trips and so on. Brymer (2003) suggests the pleasure traveler is motivated by four factors: "physical
cultural, interpersonal, and status and prestige" (p. 130). Understanding these driving forces will allow a company in this industry to better market their products and services. BTEC Travel
and Tourism suggests the typical marketing mix should be expanded beyond product, price, promotion and place in this industry. The different components in the mix include: 1. Product or service,
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