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Essay / Research Paper Abstract
In any business there is the need to understand the marketing mix in order to be successful. This 6 page paper examines the 7 P’s marketing mix of tourism; the product element, the price element, the promotion element, the place (distribution) element, the people element, the process element and the physical evidence element. These are applied to the package holiday sector of the travel industry to illustrate the importance of each element. The bibliography cites 7 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEtour7p.rtf
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Unformatted sample text from the term paper:
to counteract leakages. In order to provide what is needed and meet a market demand, or even create a new demand successfully any tour operator, hospitality operator or attraction company
need to understand the marketing mix of tourism, this is similar to the traditional marketing mix of produce, price, position and promotion, but is adapted specifically for the tourist market
(Kotler, 2003; 112 ). This looks at the product element, the price element, the promotion element, the place (distribution) element, the people element, the process element and the physical evidence
element. By looking at these elements individually we can appreciate the importance of each element. The first element is the product. There are many types of product in the
tourism industry, but if we use a package holiday as an example there are still many elements, The product needs to be developed with a specific market in mind in
order to match the needs with provision It is only by meeting and then exceeding the customers expectation tat a company is likely to increase repeat sales and recommendation which
are both very cost effective strategies (Kotler, 2002; 381). It is estimated it can cost up to five time more to attract a new customer when compared to the cost
of keeping an existing customer (Thompson, 1998; 29).It is also necessary that the provision of the tourism industry and the product they offer is matched by the required resources at
the destination by the different providers (Warnaby et al, 2004; 545). The need to match the product with the supply and demand also need to consider carefully the target
market. For example, we may have a tour company wants to sell holidays to the 18 - 30 age group, looking for cheap and careful hotels, where there are plenty
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