The modern type of leisure manager/destination manager has far more comprehensive job areas and therefore should be met with a changed perception of his or her role. The area of responsibility will be decisively extended. HIERGEIST/ WENDLING/ ZIERNHÖLD (2000, page 35) see in this type not “only” marketing experts, but primarily motivators and moderators of internal marketing, using intensive communication to pass on benefit potential and feelings of solidarity to their target groups and to create the necessary willingness for co-operation.
Table of Contents
- Special features of tourism marketing
- Tourism marketing as a special form of service sector marketing
- The service character and phase model of tourism services
- Tourism marketing as the marketing of specific tourist service chains and service bundles
Objectives and Key Themes
This text aims to explore the unique characteristics of tourism marketing, differentiating it from general and service marketing. It examines the specific features arising from the nature of tourism products and services.
- The service character and phase model of tourism services
- The holistic approach to tourism marketing
- Tourism marketing as a multi-product business offering service chains
- The importance of considering both core and additional benefits/products/services
- The application of the extended marketing mix ("7 Ps") to tourism.
Chapter Summaries
Special features of tourism marketing: This chapter introduces the unique characteristics of tourism marketing, highlighting its distinctions from general and service marketing. It emphasizes the importance of understanding the service character and phase model of tourism services, the complexities of collective production and service chains, and the significance of both micro- and macro-marketing approaches. The holistic nature of tourism marketing is also stressed, encompassing societal, ecological, leisure-oriented, and economic considerations, as well as international and demand-related aspects. The chapter lays the groundwork for understanding the subsequent analysis of specific theoretical frameworks within tourism marketing.
Tourism marketing as a special form of service sector marketing: This section delves into the service-oriented model of marketing, contrasting it with the goods-oriented model. It emphasizes the three phases of tourism services: the potential phase (preparation), the process phase (implementation), and the result phase (outcomes). The chapter discusses how these phases apply to tourism, considering the services offered before, during, and after a trip. A critical distinction is made between marketable services (paid for) and non-marketable services (e.g., infrastructure), underscoring the broader scope of tourism marketing that goes beyond direct commercial exchange. The chapter also explores the extension of the marketing mix from the traditional "4 Ps" to the "7 Ps" in the context of service marketing and tourism specifically.
Tourism marketing as the marketing of specific tourist service chains and service bundles: This chapter focuses on the unique nature of tourism products as bundles of services, creating time-related service chains. It differentiates between micro-chains (individual business service sequences) and macro-chains (collaboration among various companies and organizations to produce the complete "travel" product). The chapter explores how the various components from different businesses intertwine to create the overall tourism experience. Furthermore, it highlights the crucial distinction between core benefits (primary services sought by the consumer) and additional benefits (secondary services enhancing the overall experience), emphasizing the provider's perspective and the consumer's needs.
Keywords
Tourism marketing, service marketing, service chains, marketing mix (7 Ps), holistic marketing, core benefits, additional benefits, potential phase, process phase, result phase, micro-marketing, macro-marketing, service bundles.
Frequently Asked Questions: A Comprehensive Language Preview of Tourism Marketing
What is the purpose of this text?
This text provides a comprehensive overview of tourism marketing, highlighting its unique characteristics and differentiating it from general and service marketing. It explores the specific features of tourism products and services, examining various theoretical frameworks and practical applications.
What topics are covered in the Table of Contents?
The Table of Contents includes: Special features of tourism marketing; Tourism marketing as a special form of service sector marketing (including the service character and phase model of tourism services); and Tourism marketing as the marketing of specific tourist service chains and service bundles.
What are the key objectives and themes explored in the text?
The text aims to explore the unique characteristics of tourism marketing, differentiating it from general and service sector marketing. Key themes include the service character and phase model of tourism services; the holistic approach to tourism marketing; tourism marketing as a multi-product business offering service chains; the importance of core and additional benefits/products/services; and the application of the extended marketing mix ("7 Ps") to tourism.
How does the text summarize the chapter on "Special features of tourism marketing"?
This chapter introduces the unique characteristics of tourism marketing, emphasizing its differences from general and service marketing. It stresses the service character and phase model of tourism services, the complexities of collective production and service chains, and the significance of micro- and macro-marketing approaches. The holistic nature of tourism marketing, encompassing societal, ecological, leisure-oriented, and economic considerations, is also highlighted.
What are the main points discussed in the chapter on "Tourism marketing as a special form of service sector marketing"?
This section contrasts the service-oriented model of marketing with the goods-oriented model. It emphasizes the three phases of tourism services: potential (preparation), process (implementation), and result (outcomes). It discusses how these phases apply to tourism, differentiating between marketable and non-marketable services, and extends the marketing mix from the "4 Ps" to the "7 Ps" in the context of service marketing and tourism.
What is the focus of the chapter on "Tourism marketing as the marketing of specific tourist service chains and service bundles"?
This chapter focuses on tourism products as bundles of services, creating time-related service chains. It differentiates between micro-chains (individual business service sequences) and macro-chains (collaboration among various companies). The chapter explores the interplay of various components to create the overall tourism experience, highlighting the distinction between core and additional benefits from both provider and consumer perspectives.
What keywords are associated with this text?
Key words include: Tourism marketing, service marketing, service chains, marketing mix (7 Ps), holistic marketing, core benefits, additional benefits, potential phase, process phase, result phase, micro-marketing, macro-marketing, and service bundles.
- Quote paper
- Lenz Raimund (Author), 2008, Special features of tourism marketing, Munich, GRIN Verlag, https://www.grin.com/document/91409
