Tourism Marketing Flashcards
Canada’s slogan
From sea to sea
Air Canada’s slogan
we’re not happy until you’re happy
ICT
information communication technology
benefits of internet on tourism
interaction with customer, can deliver message 24/7
travel experience formation process
pre-experience, experience during travel, post experience
types of marketing segmentation (5)
geographic - where people live
socioeconomic - focuses on education level, occupation, social class
demographic - focuses on age, gender, income
psychographic - focuses on attitude of customers, social values, lifestyle
behaviour - people with similar consumption behaviours
marketing 4Ps
Product, price, place, promotion
what is essential for effective marketing positioning
info on needs of customers, knowledge of competitive strength and weaknesses, info on how customers perceive organization vs competition
market positioning
better than competition, different from competitor, opposite of the competitors
4 functions of tourism branding
communicate differences, provide image for tourists, value enhancers, possessing a personality to connect with tourist
marketing system
planning/identifying needs, developing marketing strategies, implement and follow through, follow up and market research
marketing orientation
philosophy of understanding what guests want and need, developing products and services that meet their needs and communicating to create awareness, interest and purchase
marketing (definition)
an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders at large.
