Overview
This lecture is based on IGNOU's TS06 Tourist Marketing, explaining key topics, definitions, methods, and important points with examples.
Definition of Tourism Marketing
- The purpose of tourism marketing is to promote destinations, attractions, and travel-related services.
- Tourism is traveling from one place to another for more than 24 hours and less than 1 year.
- Marketing includes advertising, public relations, and digital platforms like Instagram, Facebook, etc.
Forecasting
- Forecasting means estimating the future demand for tourism.
- Qualitative Forecasting: Based on experts' experience.
- Quantitative Forecasting: Based on numerical data/history and more reliable.
Difference Between Demand and Supply
- Demand: What tourists want and are willing to pay for.
- Supply: What is available at the destination that tourists can purchase.
- Factors affecting demand: Socio-economic status, psychological, climate, promotion, government policies.
- Factors affecting supply: Resources, infrastructure, government policies, seasonal changes.
Tourism Marketing Research
- Marketing research: Collecting, analyzing, and interpreting data to understand the travel market.
- It helps understand tourists' preferences, behavior, and needs.
- Research methods: Surveys, interviews, data collection, etc.
Information and Technology in Tourism Marketing
- Technology like the internet provides details about locations, hotels, transport.
- Promotion and booking are easier on digital platforms.
- Information about seasons, activities, and unique features is available online.
Tourism Product Mix
- Tourism product mix: All elements through which tourists experience a destination.
- Tangible: Bed, hotel, etc.
- Intangible: Hospitality, emotions, etc.
- Main components: Attraction, facility, services, activities.
Marketing Concept vs Selling Concept
- Marketing concept: Focus on customer needs, long-term relationship.
- Selling concept: Focus only on maximum sales, short-term goals.
FAM Tour (Familiarization Tour)
- FAM Tour: Promotional trip for travel agents/operators to experience the place/hotel and promote it better.
Key Terms & Definitions
- Forecasting тАФ Estimation of future tourism demand.
- Qualitative Forecasting тАФ Based on expert opinion/experience.
- Quantitative Forecasting тАФ Forecast based on historical data.
- Marketing Research тАФ Collecting data to understand the market and consumer.
- Tourism Product Mix тАФ Combination of all elements of tourist experience.
- FAM Tour тАФ Trip organized for promotion.
Action Items / Next Steps
- Read all main topics in detail and practice writing with examples.
- Prepare notes on forecasting, marketing research, and product mix.
- Review old question papers for your preparation.