1、1本科毕业论文外文翻译外文文献译文标题旅游市场营销资料来源服务行业日报(EBSCO网站)作者MEIDANARTHUR本文主要讲的是目前在旅游行业营销管理的应用程序。本文讨论了因各种因素影响的旅游市场,其主要影响部门(1)旅行社和旅游经营者;(2)住宿和餐饮业;(3)运输。旅游市场营销的任何有意义的分析,应该是基于(1)市场细分;(2)旅游市场营销组合;(3)营销战略。随着环境的迅速变化,旅游市场的服务和产品都是动态的,加上竞争的加剧,技术的变化和通货膨胀,在这个行业中越来越多的管理者关注应给予适当的营销管理方法在旅游管理上,就像在这篇文章中表达的一样。一、旅游业在旅游中,我们发现涉及三个主要的
2、子行业(1)旅游经营者和旅行社;(2)住宿(酒店和餐饮)部门;(3)旅客运输。平均来说,一个旅游花费其中对运输总支出约35,约40是食宿,其余的25为娱乐支出,包括休闲,购物和杂费。人们认为影响旅游开支最大的是旅游经营者和旅行社。旅游经营者主要是给游客提供一个包容性的旅游,也就是说,他们确保旅游产品妥善包装,标准化,质量控制和大规模生产。旅行社旅行社的重要性,事实上,超过68,迈出国门的所有假期,84的所有的节假日,国外的空运和90占所有包假期(团)在国外,由英国人被通过旅行社预订。而且,虽然在过去几年行业已经遭受了真正由于普遍较低的可支配收入而下降,假期价格通货膨胀和英镑相对贬值,但是该行业
3、的未来仍然看起来非常有前途。酒店及餐饮业这是另一个影响旅游业发展的主要部门。影响旅游业增长的主要因素是(1)加强富裕和更多的闲暇时间;(2)更好,更快,更安全和更便宜的空中运输设施;(3)在国际上的巨大增长业务;(4)展览和会议的扩散;(5)更积极的旅游宣传;(6)旅行团的发展;(7)参观和旅游渐渐被视为地位的象征。旅游服务和产品的需求取决于目的地或活动的吸引力,可能会吸引游客到这个区域。游客寻求的活动主要有(1)休闲(例如寻找太阳,观光);(2)游戏及体育;(3)娱乐(例如,影剧院,娱乐场,夜总会);(4)文化(历史,考古学);(5)宗教(朝圣,仪式);(6)公演和展览(会议,展览);(7)
4、商务旅2行;(8)医疗或社会访问。二、市场细分可把旅游市场细分为(1)年龄组;(2)数量每年/季人次;(3)教育;(4)职业;(5)收入群体;(6)行程目的。最后第六种细分是最流行的一种,这主要是酒店,旅行社/旅游经营者和航空公司之间的识别各细分市场的业务,行程目的包括度假,会议,个人紧急情况,访问亲属和其他旅客的“类型”。在营销组合的各种要素和计划的设计,以便利用这些各个环节的旅行和旅游的需求弹性不同的特点。(7)投其所好细分利用消费者的生活风格和个性差异,以确定买方需求的变化。例如,可以比较下“浪荡公子”(年轻未婚的,积极的,有趣的爱好,寻求最新旅游目的地和快节奏的享乐主义生活)和普通寻求
5、一个相对便宜的夏季打包游览度假的家庭之间市场细分的不同。事实上,旅游经营者和旅行社可以根据这些旅游产品和服务设计不同的价格。(8)根据利益细分游客可以分段根据他们通过购买的旅游产品获得的特殊利益。我们的目标利益细分是找到一群都在寻求相同受益的旅游产品的游客。(9)旅游行驶距离这是一个额外的细分旅游市场的重要标准。遥远的旅客通常包括更大和更有利可图的细分,而较近的旅客更容易细分虽然利润较少。市场细分的概念是原产地为所有的旅游营销策略的基本点。市场细分的最终目的是提高游客满意度,这是旅游产品利益的结果,这反过来也是从旅游产品的使用的结果。三、旅游市场营销组合在旅游市场营销组合在实践中与传统的营销组
6、合不同的产品,虽然基本上游客选择旅游目的地就像是选择在一家商店的产品。差异来自事实上,成功的旅游营销业务必须结合目的地的选择(这是一个目的地的图像功能)。一个有效率的市场营销组合的规划的促进主要是通过市场营销调研。在旅游方面,市场营销的目标主要是在两个层次上了解客户(1)什么是在一个消费者选择的决定性因素选择旅游(酒店,旅行社,航空公司,旅游运营商,目的地,餐厅,赌场等),而不是另一个呢(2)什么是消费者的观念中的各种产品(旅游目的地,酒店,餐馆等)尽管有竞争的影响,如果旅游机构将能够回答这两个问题,再为其掌握了一套高效的营销组合,才可以使之达到组织的目标。旅游市场营销组合包括传统的四大要素产
7、品,促销,价格和渠道。然而,在旅游方面,前两个要素更为重要。产品策略在实践中,旅游产品结构有三个主要组成部分(1)景点目的地(景点的位置,目的地的照片,事件,自然之美/特征);(2)设施(住宿,餐饮,娱乐3及游戏设施);(3)无障碍(良好的道路,机场,港口等)。促销策略旅游促销是有说服力的沟通关于各旅游目的地和他们的服务。通知类别包括目标,如告诉有关的新产品,新用途,价格的变化,说明旅游市场的服务;减少游客的恐惧和建立目的地的形象;说服类别包括目标如建筑物目的地的偏好,并鼓励游客其他目的地的切换。在旅游广告活动推广中,重要的是要确保促销信息被一个显著的数量或比例的旅游目标群体所记住。随着时间的
8、推移,广告促销在旅游企业的营销方案起着不可或缺的作用。旅游公司提供宣传册往往比在报纸和杂志上刊登广告重要。宣传资料必须在目标决策之前给予描述的背景。它可以描述替代品从而影响游客度假类型和选择游览的地点。旅游市场,是完全依赖演讲或者一些印刷品或音像制品的形式来描述。一个宣传援助是为了显示游客旅游目的地的优点,就是产品的优点这将最终有助于创造游客对目标产品的需求。有效的宣传工具,在很大程度上依赖于创意设计和复制,优质纸张和高标准的全彩色印刷。旅游市场营销的目的是为了满足消费者对旅游产品的需求。普遍接受的营销方式是有四大营销手段产品,渠道,价格和促销,可以通过营销组织操纵,以达到组织的目标。然而,在
9、旅游市场的营销中,只有促销可以在短期内控制。因此,在旅游市场营销的促销推广手段,在发挥有效的整体营销的结果中起了极其重要的作用。价格策略价格策略是一个重要的营销的任务,需要极大的关注。这营销策略的元素是非常受双方的竞争和通胀的作用。总体上应该是朝着一个更准确的价格政策的倾向。旅游产品将被出售的最终价格,包括产品所产生的成本,营销成本,以及所需的回报或利润水平。产品需求是影响定价策略的一个重要因素。由于不同的细分市场有不同的需求和期望,他们对于一个给定的旅游产品的需求强度可能会有所不同。旅游产品的供应商认为在定价的时候应该有两个主要目标来确定价格(1)为所选的线路吸引尽可能多的客户;(2)最有利
10、可图的条件下。旅游价格策略应该是利用不同的价格敏感度。例如,比较航班票价是否由游客自己支付当暑假孩子不在学校或者“农闲”的旅游旺季的时候,例如,10月或者11月。宣传、广告和分销也是很重要的工具,可以有效地协助在提高旅游地盈利能力。事实上,这种促销必须伴随着足够的覆盖程度(分销/地方),否则广告活动和旅游公司的价格策略是不会成功的。4渠道策略旅游业的主要分销渠道是(1)旅游代理;(2)旅游经营者;(3)酒店和/或酒店代表;(4)航空公司;(5)自动预约服务;(6)预订系统,主要是通过团体的营销安排。四、营销战略旅游市场营销战略,大致可分为两种(1)增长战略,包括营销战略的整体优势主要是涉及到与
11、一定的客观市场的增长模式;(2)竞争战略(或市场份额),战略重点包括对旅游的市场份额的竞争。例如,为了最大限度地提高游客满意度和最好地利用全年的设施,必须采取一些行动,以尽量减少高峰淡季需求的变化水平。处理这种情况的具体战略是介绍旅游目的地的众多用途(涉及补充旺季景点)和一些价格差异。基本上旅游经营商可以参照以下三个主要战略(1)市场渗透战略这通常集中在牺牲竞争对手获得市场份额。这可能是通过建立一个通过市场营销组合中任何元素的差异化优势。这个战略在旅游企业中无疑是最常用的战略。一场精心策划的市场渗透战略也将赢得新的游客,通过其更好地理解他们的需求。(2)市场推广战略这样设计是为了通过修改公司目
12、前的旅游产品,在一个新的旅游产品的实际启动前达到更多新的类型的游客的规划,通过预先设计的规划其寿命可以延长或拉伸,来维持其经济增长和盈利能力。(3)市场发展战略这意味着旅游公司将寻求新的种类为产品或产品线,添加突出的产品特点到现有的产品线中。这一战略旨在扩大其吸引力,吸引更多的游客到公司过去游客不集中的细分市场。这种战略可尝试接受新类型的游客除了其传统的,或者可能会解决更新过去细分市场的吸引力的问题。营销组合变量,采用这一战略时应该考虑最重要的因素是相当明显的推广和产品开发。五、结论在实践中,通过旅游营销基本上是一个三个阶段的过程(1)分析游客的需求;(2)设计一个产品/包装,来满足这些需求;
13、(3)沟通旅游产品的可用性通过广告,促销和公共关系。不幸的是,太多的旅游公司省略了前两个阶段,主要集中在第三,没有有效的营销规划和政策。另外,由于每一个旅游组织必须考虑如何建立和保护较强的竞争和增长的位置,关键的问题是要选择一个合适的营销战略。本文章提出不同的旅游营销策略,可能适合不同的旅游市场,产品,竞争的情况。5外文文献原文TITLETHEMARKETINGOFTOURISMMATERIALSOURCESERVICEINDUSTRIESJOURNALEBSCOAUTHORMEIDANARTHURTHEOBJECTIVESOFTHISARTICLEARETOPRESENTTHEAPPLICA
14、TIONSOFMARKETINGMANAGEMENTINTHETOURISMINDUSTRYTHEARTICLEDISCUSSESTHEVARIOUSFACTORSAFFECTINGTHETOURISMMARKETANDITSMAJORSECTORS1TRAVELAGENCIESANDTOUROPERATORS2HOTELANDCATERINGAND3TRANSPORTANYMEANINGFULANALYSISOFTOURISMMARKETING,SHOULDBESHOULDBEBASEDON1MARKETSEGMENTATION2TOURISMMARKETINGMIXAND3MARKETIN
15、GSTRATEGIESASTHEMARKETFORTOURISMSERVICESANDPRODUCTSISDYNAMICANDACCOMPANIEDBYRAPIDCHANGESINTHEENVIRONMENTDUETOINCREASEDCOMPETITION,TECHNOLOGICALCHANGESANDINFLATION,INCREASEDATTENTIONSHOULDBEGIVENTOTHEEMPLOYMENTOFAPPROPRIATEMARKETINGMANAGEMENTMETHODSINTHISINDUSTRY,ASINDICATEDINTHEPRESENTARTICLETHETOUR
16、ISMINDUSTRYINTOURISMWEFINDITINVOLVEDTHREEMAJORSUBINDUSTRIES1TOUROPERATORSANDTRAVELAGENCIES2THEACCOMMODATIONHOTELLINGANDCATERINGSECTOR3PASSENGERTRANSPORTATIONINAVERAGE,ATOURISTSPENDSABOUT35PERCENTOFHISTOTALEXPENDITUREONTRANSPORTATION,ABOUT40PERCENTONLODGINGANDFOODANDTHEREMAINING25PERCENTONENTERTAINME
17、NT,RECREATION,SHOPPINGANDINCIDENTALSTHEPEOPLETHATINFLUENCEMOSTTHISEXPENDITUREARETOUROPERATORSANDTRAVELAGENTSTOUROPERATORSTHESEOFFERTOTOURISTSANINCLUSIVETOUR,THATIS,THEYMAKESURETHETOURISTPRODUCTISPROPERLYPACKAGED,STANDARDIZED,QUALITYCONTROLLEDANDMASSPRODUCEDTRAVELAGENTSTHEIMPORTANCEOFTHETRAVELAGENTSI
18、SEMPHASIZEDBYTHEFACTTHATOVER68PERCENTOFALLTHEHOLIDAYSTAKENABROAD,84PERCENTOFALLTHEHOLIDAYSABROADBYAIRAND90PERCENTOFALLPACKAGEHOLIDAYSTOURSABROAD,TAKENBYBRITONSWEREBOOKEDTHROUGHATRAVELAGENTAND,ALTHOUGHTHEINDUSTRYHASSUFFEREDAREALDECLINEINTHELASTFEWYEARSDUETOGENERALLYLOWERDISPOSABLEINCOME,INFLATIONINHO
19、LIDAYPRICES,ANDTHERELATIVEDEVALUATIONOFTHEPOUND,THEFUTUREOFTHEINDUSTRYSTILLLOOKSVERYPROMISINGTHEMAJORFACTORSINFLUENCINGTHEGROWTHOFTOURISMARE1GREATERAFFLUENCEANDMORELEISURETIME2BETTER,SPEEDIER,SAFERANDCHEAPERAIRTRANSPORTFACILITIES3ENORMOUSGROWTHININTERNATIONALBUSINESS4PROLIFERATIONOFCONFERENCES,6EXHI
20、BITIONSANDMEETINGS5MOREAGGRESSIVETOURISMPUBLICITY6DEVELOPMENTOFPACKAGEDTOURS7VISITSANDTOURSHAVEBECOMEVIEWEDASSTATUSSYMBOLSTHEDEMANDFORTOURISTSERVICESANDPRODUCTSDEPENDUPONATTRACTIONOFADESTINATIONAND/ORONTHEACTIVITIESTHATMIGHTDRAWTOURISTSTOANAREAEXAMPLESOFACTIVITIESSOUGHTBYTOURISTSARE1LEISUREFOREXAMPL
21、ESUNSEEKING,SIGHTSEEING2RECREATIONANDSPORTS3ENTERTAINMENTFOREXAMPLE,THEATRES,CASINOS,NIGHTCLUBS4CULTUREINTERESTSINHISTORY,ARCHAEOLOGY5RELIGIONPILGRIMAGE,CEREMONIES6CONVENTIONSANDEXHIBITIONSFOREXAMPLE,CONFERENCES,MEETINGS7BUSINESSTRAVEL8MEDICALORSOCIALVISITSMARKETSEGMENTATIONTHETOURISTMARKETCOULDBESE
22、GMENTEDBY1AGEGROUP2NUMBEROFTRIPSTAKENPERANNUM/SEASON3EDUCATION4OCCUPATION5INCOMEGROUPS6PURPOSEOFTRIPSTHELASTCATEGORYISTHEMOSTPOPULARONEHOTELS,TRAVELAGENCIES/TOUROPERATORSANDAIRLINESIDENTIFYAMONGTHEVARIOUSSUBSEGMENTSOFBUSINESS,VACATION,CONVENTION,PERSONALEMERGENCIES,VISITTORELATIVESANDOTHERTYPESOFTRA
23、VELERSTHEVARIOUSELEMENTSINTHEMARKETINGMIXANDPLANSAREDESIGNEDINORDERTOEXPLOITTHEDIFFERENTELASTICTIESOFDEMANDFORTRAVELANDTOURISMOFTHESEVARIOUSSEGMENTS7PSYCHOGRAPHICSEGMENTATIONUTILIZESCONSUMERLIFESTYLEANDPERSONALITYDIFFERENCESTODETERMINEVARIANCEINBUYERDEMANDSFOREXAMPLE,THETOURISMCOMPANIESMARKETDIFFERE
24、NTLYTO“SWINGERS”YOUNG,UNMARRIED,ACTIVE,FUNLOVING,SEEKINGUPTODATETOURISTDESTINATIONSANDFASTPACEDHEDONISTICLIVINGTHANTOORDINARYFAMILIESSEEKINGARELATIVELYCHEAPSUMMERPACKAGEDTOURHOLIDAYINDEEDTOUROPERATORSANDTRAVELAGENCIESPRICEDIFFERENTLYTHESETOURISMPRODUCTSANDSERVICES8BENEFITSEGMENTATIONTOURISTSCOULDBES
25、EGMENTEDACCORDINGTOTHEPARTICULARBENEFITSTHEYAREOBTAININGTHROUGHTHEPURCHASEOFTHETOURISTPRODUCTTHEGOALOFBENEFITSEGMENTATIONISTOFINDAGROUPOFPEOPLEALLSEEKINGTHESAMEBENEFITFROMATOURISTPRODUCT9DISTANCETRAVELLEDTHISISANADDITIONALIMPORTANTCRITERIONFORSEGMENTINGTOURISTMARKETSDISTANTTRAVELERSUSUALLYCOMPRISETH
26、ELARGERANDMOREPROFITABLESEGMENT,WHILENEARERTRAVELERSAREMOREATTRACTEDALTHOUGHLESSPROFITABLETHECONCEPTOFMARKETSEGMENTATIONISTHEBASICPOINTOFORIGINFORALLTOURISMMARKETINGSTRATEGIESTHEULTIMATEPURPOSEOFMARKETSEGMENTATIONISANINCREASEDTOURISTSATISFACTIONWHICHISTHERESULTOFTOURISTPRODUCTBENEFITS,WHICHINTURNRES
27、ULTSFROMTOURISTPRODUCTUSETHETOURISMMARKETINGMIX7THEMARKETINGMIXINTOURISMISINPRACTICEDIFFERENTFROMTHETRADITIONALMARKETINGMIXFORPRODUCTS,ALTHOUGHBASICALLYSELECTINGATOURISTDESTINATIONISLIKESELECTINGAPRODUCTINASHOPTHEDIFFERENCEARISESFROMTHEFACTTHATSUCCESSFULTOURISMMARKETINGOPERATIONSMUSTCOMBINETHESELECT
28、IONOFADESTINATIONWHICHISAFUNCTIONOFDESTINATIONSIMAGESTHEPLANNINGOFANEFFICIENTMARKETINGMIXISFACILITATEDTHROUGHMARKETINGRESEARCHINTOURISM,THEOBJECTIVESOFMARKETINGARETOUNDERSTANDCUSTOMERSATTWOLEVELS1WHATARETHEDETERMININGFACTORSINACONSUMERCHOICEOFONETOURISMESTABLISHMENTHOTEL,TRAVELAGENCY,AIRLINE,TOUROPE
29、RATOR,DESTINATION,RESTAURANT,CASINO,ETC,RATHERTHANANOTHER2WHATARETHECONSUMERSPERCEPTIONSOFTHEVARIOUSOFFERINGSTOURISTDESTINATIONS,HOTELS,RESTAURANTS,ETCAVAILABLEIFATOURISTESTABLISHMENTWILLBEABLETOANSWERTHESETWOQUESTIONS,ITWILLHAVEATITSDISPOSALASETOFEFFICIENTMARKETINGMIXESTHATWILLENABLEITTOREACHTHEORG
30、ANIZATIONALOBJECTIVESDESPITETHECOMPETITIONSEFFORTSTOURISMMARKETINGMIXINCLUDESTHETRADITIONALFOURELEMENTSPRODUCT,PROMOTION,PRICEANDPLACEDISTRIBUTIONINTOURISM,HOWEVER,THEFIRSTTWOELEMENTSAREMUCHMOREIMPORTANTTHEPRODUCTMIXINPRACTICE,TOURISMPRODUCTMIXHASTHREEMAJORCOMPONENTS1ATTRACTIONSOFDESTINATIONSSITEOFL
31、OCATION,IMAGESOFDESTINATIONS,EVENTS,NATURALBEAUTY,NATURALCHARACTERISTICS2FACILITIESACCOMMODATION,CATERING,ENTERTAINMENT,ANDRECREATION,FACILITIES3ACCESSIBILITYGOODROADS,AIRPORTS,PORTS,ETCTHEPROMOTIONMIXTOURISTPROMOTIONISPERSUASIVECOMMUNICATIONABOUTTHEVARIOUSTOURISTDESTINATIONSANDTHEIRSERVICEOFFERINGS
32、THEINFORMCATEGORYINCLUDESOBJECTIVESSUCHASTELLINGTHETOURISTMARKETABOUTTHENEWPRODUCTS,NEWUSES,PRICECHANGES,DESCRIPTIONOFSERVICESREDUCINGTOURISTSFEARSANDBUILDINGADESTINATIONIMAGETHEPERSUASIONCATEGORYINCLUDESOBJECTIVESSUCHASBUILDINGDESTINATIONPREFERENCES,ANDENCOURAGINGSWITCHINGFROMOTHERDESTINATIONSINTHE
33、TOURISMADVERTISINGCAMPAIGN,ITISIMPORTANTTOENSURETHATESSENTIALPARTSOFTHEPROMOTIONALMESSAGEAREREMEMBEREDBYASIGNIFICANTNUMBERORPERCENTAGEOFTHETOURISTTARGETGROUPSSALESPROMOTIONPLAYSANINTEGRALROLEINTHETOTALPROMOTIONALPROGRAMMEDOFTOURISTFIRMSPROVISIONOFBROCHURESISOFTENMORE8IMPORTANTTHANADVERTISEMENTSINTHE
34、NEWSPAPERSANDMAGAZINESPROMOTIONALLITERATUREMUSTGIVEDESCRIPTIVEBACKGROUNDBEFORETHEDESTINATIONDECISIONMAKINGITCANDESCRIBEALTERNATIVESTOINFLUENCETHETYPEOFVACATIONTOTAKEANDAREASTOVISITTHETOURISTMARKETPLACEISCOMPLETELYDEPENDENTONTHEPRESENTATIONSANDDESCRIPTIONSINPRINTEDORAUDIOVISUALFORMAPROMOTIONALAIDISME
35、ANTTOSHOWTOURISTSTHEDESTINATIONSMERITS,THATIS,PRODUCTBENEFITSTHATWILLULTIMATELYHELPCREATEDEMANDFORTHEDESTINATIONPRODUCTEFFECTIVEPROMOTIONALTOOLSDEPENDHEAVILYONCREATIVEDESIGNANDCOPY,HIGHQUALITYPAPERANDHIGHSTANDARDFULLCOLORPRINTINGTHEOBJECTIVEOFTOURISMMARKETINGISTOSATISFYCONSUMERSOFTOURISMPRODUCTSTHEG
36、ENERALLYACCEPTEDMARKETINGAPPROACHISTHATTHEREAREFOURMAJORMARKETINGCONTROLLABLEVARIABLESTHATCANBEMANIPULATEDBYTHEMARKETINGORGANIZATIONINORDERTOREACHORGANIZATIONALOBJECTIVESPRODUCT,PLACE,PRICEANDPROMOTIONWITHINTOURISMMARKETING,HOWEVER,ONLYPROMOTIONCOULDBECONTROLLEDINTHESHORTTERMTHEREFORE,INTOURISMMARKE
37、TINGTHEPROMOTIONALTOOLSPLAYANEXTREMELYIMPORTANTROLEINEFFECTINGTHEOUTCOMEOFTHEOVERALLMARKETINGEFFORTPRICINGPRICINGISAVITALMARKETINGTASKTHATREQUIRESSIGNIFICANTATTENTIONTHISELEMENTOFTHEMARKETINGMIXISVERYMUCHAFFECTEDBYBOTHTHECOMPETITIONANDTHEROLEOFINFLATIONOVERALLTHERESHOULDBEATENDENCYTOWARDSAMOREACCURA
38、TEPRICEPOLICYTHEFINALPRICEATWHICHTHETOURISTPRODUCTSWILLBESOLDCOVERSTHECOSTSINCURREDINMAKINGTHEPRODUCTAVAILABLE,THECOSTSOFMARKETINGIT,ANDADESIREDLEVELOFRETURNORPROFITPRODUCTDEMANDISANIMPORTANTFACTORINPRICINGDECISIONSSINCEDIFFERENTMARKETSEGMENTSHAVEDIFFERINGNEEDSANDWANTS,THEINTENSITYOFTHEIRDEMANDFORAG
39、IVENTOURISTPRODUCTMAYDIFFERTHESUPPLIEROFTOURISTPRODUCTSSHOULDHAVETWOMAINOBJECTIVESINVIEW,INPRICESETTING1TOATTRACTASMANYCUSTOMERSASPOSSIBLETOTHESELECTEDSEGMENTSAND2TODOTHISUNDERTHEMOSTPROFITABLECONDITIONSPRICETACTICSINTOURISMSHOULDBEUSEDTOEXPLOITDIFFERENTPRICESENSITIVITIESFOREXAMPLE,COMPARETHEFLIGHTF
40、ARESWHICHAREPAIDBYTOURISTSDURINGSUMMERVACATIONSWHENCHILDRENARENOTATSCHOOLANDFLIGHTTICKETPRICESDURINGTHE“SLACK”TOURISTSEASON,FOREXAMPLE,OCTOBER/NOVEMBERPROMOTION,ADVERTISINGANDDISTRIBUTIONAREALSOIMPORTANTTOOLSWHICHCANEFFECTIVELYASSISTININCREASINGTHEPROFITABILITYSUCHPROMOTIONMUSTINFACTBE9ACCOMPANIEDBY
41、ANADEQUATEDEGREEOFCOVERAGEDISTRIBUTION/PLACEOTHERWISEBOTHTHEADVERTISINGCAMPAIGNANDTHETOURISTFIRMPRICEPOLICYWOULDNOTSUCCEEDCHANNELSTRATEGYTHEMAJORDISTRIBUTIONCHANNELSINTHETOURISMINDUSTRYARE1TRAVELAGENTS2TOUROPERATORS3HOTELSAND/ORHOTELREPRESENTATIVES4AIRLINES5AUTOMATEDRESERVATIONSERVICESAND,FINALLY,6C
42、ONTRASTEDRESERVATIONSYSTEMS,MAINLYTHROUGHGROUPMARKETINGARRANGEMENTSMARKETINGSTRATEGIESTOURISMMARKETINGSTRATEGIESCANBEBROADLYCATEGORIZEDINTOTWOGROUPSAGROWTHSTRATEGIES,COMPRISINGMARKETINGSTRATEGIESWHOSEOVERALLPREDOMINANTCHARACTERISRELATEDTOACERTAINPATTERNOFOBJECTIVEOFMARKETGROWTHANDBCOMPETITIVEORMARKE
43、TSHARESTRATEGIESCOMPRISINGSTRATEGIESTHATFOCUSONTOURISMSMARKETSHARECOMPETITIVEPOSITIONFOREXAMPLE,TOMAXIMIZETOURISTSATISFACTIONANDTOBESTUTILIZETHEFACILITIESYEARROUND,SOMEACTIONMUSTBETAKENTOMINIMIZETHELEVELOFVARIATIONOFDEMANDFROMTHEPEAKTOTHEOFFSEASONTWOSPECIFICSTRATEGIESFORDEALINGWITHTHISSITUATIONARETH
44、EMULTIPLEUSESINVOLVINGSUPPLEMENTINGPEAKSEASONATTRACTIONSANDPRICEDIFFERENTIALSBASICALLYTHEREARETHREEMAJORSTRATEGIESFORTOURISMASFOLLOWS1MARKETPENETRATIONSTRATEGYTHISUSUALLYFOCUSESONGAININGMARKETSHAREATTHEEXPENSEOFCOMPETITORSTHISMAYBEACHIEVEDTHROUGHCREATINGADIFFERENTIALADVANTAGEVIAANYOFTHEELEMENTSOFTHE
45、MARKETINGMIXTHISISUNDOUBTEDLYTHEMOSTPOPULARSTRATEGYPREVALENTAMONGSTTOURISTFIRMSAWELLPLANNEDPENETRATIONSTRATEGYWOULDALSOWINNEWTOURISTSTHROUGHITSBETTERUNDERSTANDINGOFTHEIRNEEDS2MARKETEXTENSIONSTRATEGYTHISISDESIGNEDTOREACHNEWTYPESOFTOURISTSBYMODIFYINGTHEFIRMSPRESENTTOURISTPRODUCTSBYPLANNINGINADVANCEOFT
46、HEACTUALLAUNCHINGOFANEWTOURISTPRODUCT,ITSLIFECOULDBEEXTENDEDORSTRETCHEDOUTTHROUGHPREDETERMINEDACTIONSDESIGNEDTOSUSTAINITSGROWTHANDPROFITABILITY3MARKETDEVELOPMENTSTRATEGYTHISMEANSTHATTHETOURISTFIRMWILLSEEKNEWCLASSESOFTOURISTSFORITSPRODUCTS,ADDSALIENTPRODUCTCHARACTERISTICSTOTHEEXISTINGLINETHISSTRATEGY
47、SEEKSTOWIDENITSAPPEALTOATTRACTTOURISTSFROMSEGMENTSOFTHEMARKETWHICHTHEFIRMINTHEPASTHASNOTCONCENTRATEDONSUCHASTRATEGYMAYEITHERATTEMPTTORECEIVETHENEWTYPESOFTOURISTSINADDITIONTOITSTRADITIONALONES,ORMAYRESOLVETOREPLACEITSPASTMARKET10SEGMENTAPPEALOFTHEMARKETINGMIXVARIABLES,THEMOSTIMPORTANTFACTORSTHATSHOUL
48、DBECONSIDEREDWHENTHISSTRATEGYISADOPTEDAREQUITEOBVIOUSLYPROMOTIONANDPRODUCTDEVELOPMENTCONCLUSIONSINPRACTICE,VIATOURISMMARKETINGTHATISBASICALLYATHREESTAGEPROCESS1ANALYSISOFTHETOURISTSNEEDS2DESIGNINGOFAPRODUCT/PACKAGETOMEETTHESENEEDSAND3COMMUNICATINGTHEAVAILABILITYOFTHETOURISTPRODUCTVIAADVERTISING,SALE
49、SPROMOTIONSANDPUBLICRELATIONSUNFORTUNATELY,TOOMANYTOURISTFIRMSOMITTHEFIRSTTWOSTAGESANDCONCENTRATEMAINLYONTHETHIRD,LEAVINGOUTMARKETINGPLANNINGANDPOLICYASEVERYTOURISTORGANIZATIONMUSTCONSIDERHOWITCANBUILDANDPROTECTASTRONGCOMPETITIVEANDGROWTHPOSITION,THECRITICALQUESTIONISTHESELECTIONOFANAPPROPRIATEMARKETINGSTRATEGYTHEPRESENTARTICLESUGGESTSDIFFERENTMARKETINGSTRATEGIESFORTOURISMTHATMIGHTBESUITABLETODIFFERENTTOURISTMARKET,PRODUCT,COMPETITIONSITUATIONS