CHAPTER 1: TOURISM PRODUCTS
MARKETING - a social process by which individuals and groups obtain what they
need and want through creating and exchanging products and values with
others; the activity, set of institutions and process for creating,
communicating, delivering and exchanging offering that have value for
customers, clients, partners and society at large.
CHARACTERISTIC OF TOURISM PRODUCT
1) INTANGIBLE - form of service
2) INSEPARABLE - can’t separate to the destination since it’s a form of service;
products can’t be separated.
3) VARIABLE - variations / differences; differs on what the customers availed.
4) PERISHABLE - loss of sales of the specific day will still a loss of sales; have
expiration.
5) SEASONAL - it depends on the season.
•Peak Season (madaming guest)
•Slack Season (matumal ang guest)
6) SUBSTITUTABLE - sometimes products become outdated; have timeline;
replaceable
TOURISM AS HIGH INVOLVEMENT PRODUCT
a) EXPENSIVE - products are all in; not everyone can avail products and
services.
b) COMPLEX - variety of products; dynamic products – changing products; lots
of variations, activities and choices
c) UNREPEATABLE - once in a lifetime experience; not everyone has the same
experience; everything is as is.
MARKETING - creation of products that you will bring to the market.
“Customer Satisfaction is at the center of marketing.”
MASLOW HIERARCHY OF NEEDS:
1. Self - Actualization (self-fulfillment)
2. Self Esteem/Status (ego)
3. Love and Belongingness (family and friends)
4. Safety Needs (financial/jobs)
5. Physiological Needs (basic needs)
MARKETING AS A MANAGEMENT PROCESS
1) MARKETING INFORMATION SYSTEM - faster dissemination of information;
technology; helps to be updated to our competitors, consumers etc.
2) MARKETING PLANNING - setting up goals/ objectives.
3) PLANNING TACTICAL CAMPAIGNS - objectives that are practical and realistic;
formulating marketing strategies
4) MARKETING OPERATION - implementation of the marketing strategies;
turning strategies into actions.
5) MONITORING AND CONTROL - to see if the marketing strategies are working ; to
evaluate the process and to immediately make adjustments if the strategy
failed to work.
CORE MARKETING FUNCTIONS
1. MARKETING INFORMATION MANAGEMENT - using technology to gathered
information about our competitors and consumers.
2. FINANCING - to support business; budgeting the money; resources of
company for the business entity.
3. PRICING - value of the products/services; proper costing of product.
4. PROMOTION - promotional strategies; word of mouth / social media
platforms.
5. PRODUCT/ SERVICE MANAGEMENT - commodities that the company’s
sells.
6. DISTRIBUTION - ways to distribute the service (to have interaction to the
consumers; channels how will the products will reach the consumers.
TRANSPORTATION - major distribution channel in tourism
industry.
7. SELLING - products are already in the market; ultimate measurement of
marketing success.
