1.
TOURISM MARKETING
CHAPTER 1: TOURISM MARKETING

2.
MARKETING
• Evolved from simple trade
to product orientation to
sales orientation to
relationship marketing
• current trends are digital
marketing and the growth of
social media
• marketing for tourism is
unique because we are
marketing the “tourism
experience”
Image Source: http://www.cretegazette.com/wp-content/uploads/tourism-01.jpg

3.
Philippine Tourism Arrivals
10.91% growth
4,833,368 2014
5,360,682 2015
Image Source: http://www.gov.ph/2016/03/03/tourism-growth-aquino-admin/

4.
Image Source: http://www.gov.ph/2016/03/03/tourism-growth-aquino-admin/
P4,888.82/day

5.
Emerging Markets for
the Philippines
• Spain
• New zealand
• France
• Saudi Arabia
• Netherlands
• Hongkong
Image Source: http://www.gov.ph/2016/03/03/tourism-growth-aquino-admin/

6.
unique characteristic
of the tourism industry
intangible
Image Source: http://www.phil-islands.com/wp-content/uploads/2014/12/
boracay_sunset.jpg

7.
unique characteristic
of the tourism industry
inseparable
Image Source: http://cache2.asset-cache.net/gc/170160947-man-stands-in-
sea-soaking-up-sun-arms-behind-gettyimages.jpg?
v=1&c=IWSAsset&k=2&d=gel8MgklKUyK2pFxvIZ%2FM6fOlbvYO0Y
%2FueJHy8Rla%2BDu4eK9rYbWv0BfK9LgjDGw

8.
unique characteristic
of the tourism industry
variable
Image Source: http://cdn2.hubspot.net/hub/351146/
file-601271387-jpg/blog-files/
bigstock_people_at_a_restaurant_6394452.jpg

9.
unique characteristic
of the tourism industry
perishable
Image Source: https://chinotrixi.files.wordpress.com/2014/01/
p1040428.jpg

10.
unique characteristic
of the tourism industry
seasonal
Image Source: https://chinotrixi.files.wordpress.com/2014/01/
p1040428.jpg

11.
unique characteristic
of the tourism industry
substitutable
Image Source: https://travelnews2014.files.wordpress.com/
2014/11/holiday-packages-in-india.jpg

12.
Tourism is a High-Involvement Product
• tourism products are expensive
• tourism is a complex product
• “once-in-a-lifetime” purchase

13.
–Philip Kotler 2002
“Marketing is a social process by
which individuals and groups obtain
what they need and want through
creating and exchanging products
and value with others.”

14.
–Kotler, Bowens and Makens 2010
“Marketing is the art and science
of finding, retaining, and growing
profitable consumers.”

15.
–American Marketing Assocation 2013
“Marketing is the activity, set of institutions, and
process of creating, communicating, delivering
and changing offerings that have value for
customers, clients, partners, and society at
large.”

16.
Marketing as a
Management Process
1. marketing
information system
2. marketing planning
3. planning tactical
campaigns
4. marketing operations
5. monitoring and
control
Image Source: http://www.businessstudynotes.com/wp-content/
uploads/2015/05/Marketing-Process.jpg

17.
Core Marketing
Functions
1. marketing information
management
2. financing
3. pricing
4. promotions
5. product /service
management
6. distribution
7. selling
Image Source: http://www.businessstudynotes.com/wp-content/
uploads/2015/05/Marketing-Process.jpg

18.
Group Activity
• Objective: to prepare the core marketing function in actual tourism
destinations
• Directions:
1. Form a group with 7 members each
2. Each member will present one core marketing function for a
destination.
3. The destination will come from the faculty
4. After 15 minutes, the group must present their output to the rest of
the class.

19.
Image Source: https://mclementsite.files.wordpress.com/2013/10/the-marketing-mix1.jpg

20.
Image Source: http://hottytoddy.com/wp-content/uploads/2015/02/integrated-300x283.jpg

21.
Factors Contributing to the Growth of IMC
• growth of technology
• incentive based compensation
• consolidation of the retail industry
• database marketing

22.
IMC
to reach
your target
market
to achieve
company
objectives
within the
available
budget
IMC APPROACH

23.
References
• Gatchalian-Badilla, M. (2015) Tourism Marketing, Rex
Bookstore, Manila, Philippines
• Uninterrupted, robust tourism growth since 2010 from
the website Official Gazette http://www.gov.ph/
2016/03/03/tourism-growth-aquino-admin/