122255010YW marketing 1 美国著名大学 创意营销 经典课程 课件.ppt

122255010YW_marketing_1 美国著名大学 创意营销 经典课程 课件Marketing in Travel & Tourism
Yawei Wang, .
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 T&T 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
FIGURE
Marketing
Environment