How Did Tourism Marketing Evolve As a Concept?

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The first step to understanding how did tourism marketing evolve as a concept is to recognize that different customers have varying expectations. While one tourist might want a serene vacation, another may seek entertainment. The desire to feel comfortable and special is universal for most people. Unfortunately, mass-produced products don’t always meet these expectations. While toothpaste may be a basic necessity, it doesn’t offer the kind of experience that every customer wants.

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Segmentation of The Tourism Market

Segmentation of the tourism market as a concept can be useful for marketing purposes and is a powerful way to focus on specific customer needs. This concept divides the population into segments based on characteristics such as age, gender, ethnicity, and other factors. Marketers can target their marketing campaigns and allocate resources more efficiently by developing specific segments of consumers. The following article discusses the different types of segments and how they can be used in tourism marketing.

  • In a world where global warming and the COVID-19 pandemic have led to a major slowdown in travel, millions of people are still traveling, despite the risk of contracting the virus. Tourism enterprises must recognize their target segments to gain a competitive advantage. Tourism market segmentation helps them define the needs of these consumer groups and tailor their products and services to meet their specific needs. To create competitive tourism products, marketing professionals must identify the characteristics of different tourist groups.

A proper segmentation system is critical for marketing efforts. Identifying the lifestyle background of foreign tourists is essential. It will help businesses understand their customers better, tailor marketing to these segments, and improve existing activities to attract more foreign tourists. In addition, market segmentation helps the industry become more competitive by targeting certain types of tourists. There are three different types of tourists: the sporty culture explorer’, the smart traveler’, and ‘the smart culture explorer’. Each of these categories has a unique set of characteristics, so it is important to identify these differences and understand their needs.

The tourism industry is always evolving and new products and services are being introduced. These developments can be used to enhance or replace existing products. In other words, segmentation of the tourism market is considered a valuable marketing tool. And the concept of segmentation is not a theory; it is a real-world method. The World Tourism Organization has predicted the long-term growth of international tourism, and its importance for the economy.

Impact of COVID on Tourism Marketing

To properly answer the “how did tourism marketing evolve as a concept” question, we must understand COVID’s effect on marketing. COVID is a novel coronavirus that affects health, social life, and the economy. Despite the widespread fear surrounding COVID, little is known about the economic impact. One of the industries most affected is tourism, which response both positively and negatively to increased cases and death tolls. Here are some of the ways COVID could affect tourism. Adapting to COVID could boost the industry and its brand awareness.

The first step in identifying the potential impacts of COVID is analyzing the attitudes of tourists towards travel agencies and online platforms. The authors found that, despite a bleak outlook for the tourism industry, travelers’ desires are growing. In the following sections, we’ll examine some of the findings from the research. These findings can be used to create better marketing campaigns. For example, the COVID tracing app may be beneficial to domestic travelers, but it could also deter visitors.

  • Another way COVID can impact the tourism industry is through the disruption it creates. The CDC has a new role to play in the industry, by providing the necessary infrastructure and capabilities. In addition, it’s a good opportunity for governments to experiment with new operating models and approaches. One example of a government’s role in the tourism sector in Singapore, which has invested heavily in its data and analytics stack in recent years. The Singapore Tourism Analytics Network includes data on visitor arrival statistics, spending data, revenue, and extensive customer experience surveys. These data and insights can provide valuable information for decisions about the destination and the products or services that tourists choose to visit.

There are several ways to mitigate the perceived risks from COVID-19. For example, recovering tourism marketing measures can help mitigate the impact of the disease on a destination. However, research on marketing interventions following COVID is limited. Only a handful of studies have examined the impact of recovery marketing measures on tourism. And they do so in limited ways, so it’s difficult to compare their effectiveness. So, we must focus on identifying and evaluating the most effective methods.

tourism marketing evolution as a concept
Tourism Marketing Evolution as a Concept – Photo by Brooke Lark on Unsplash

Value-Based Pricing Strategy

One of the most difficult decisions in tourism marketings is setting a price for your product or service. Without a price strategy, you may land on a number that “sounds right” or isn’t too high. Instead of using a strategy, you may develop your price based on a market study and the competition. In either case, you may be disappointed when you see a lower price at your competitor’s location.

Another effective price-based strategy is a product bundle. With this strategy, you combine several products and sell them as a single package. This can be a weekend package, with a room, meals, and entertainment included. In a commercial setting, price bundling can be used to sell non-typical products. However, the combined price must be low enough to persuade consumers to buy.

While the theory behind value-based pricing may be sound, there are still challenges. It requires a high level of expertise to properly manage prices for products and services, with thousands or hundreds of SKUs. Without a proper price plan, a company could end up with a huge number of SKUs and multiple discount levels. And with so many variables to consider, the company would be liable to make expensive mistakes in price setting.

The biggest challenge facing tourism marketing evolution as a concept is keeping up with the changing travel trends. COVID-19 has hit tourism hard. Airlines and hotels are experiencing a cash flow nightmare. Government policies on quarantining international arrivals and domestic travelers have implications for revenue management. Similarly, tourists today look for complete prices before booking. Hotels can no longer rest on their offers for six months. Hence, hotels must implement a value-based pricing strategy.

Mobile Experience

With 40% of millennials preferring self-service over traditional customer service, the mobile experience has become a necessity for businesses in every industry and this is one of the answers for the “how did tourism marketing evolve as a concept” question. While face-to-face interaction is still important, today’s guests expect a seamless mobile experience. Mobile experience analytics is expected to be a key technology investment in 2018. The new architecture of mobile experiences is audience profiles. By leveraging context, geolocation, and CRM data, mobile experiences can be customized to meet the needs of a targeted audience.

  • Tourism businesses have a unique opportunity to take advantage of this growing trend. Apps can help them promote and sell products, provide real-time updates, and encourage repeat visits. Using analytics and a mobile app for tourism marketing is a great way to understand your visitors and your market better. These insights can help you make future marketing campaigns more effective and maximize sales. It can also help you optimize your app for the best results. A well-designed mobile experience will increase the likelihood of converting visitors into paying customers.

With the ubiquity of connected devices, mobile experiences need to be customized to the user. As a result, consumers can expect more personalized services based on their location and preferences. With more than seven connected devices in the hands of an average consumer, mobile should be a “linchpin” for all of the offline and online travel touchpoints. A seamless experience is essential to maximize the impact of mobile on tourism marketing.

In addition to personalization, businesses must consider local preferences. Local domains allow businesses to display their website and services in relevant locations. This helps them optimize their website for local searches and verify business information. By leveraging local domains, they can provide localized information and make it easier for travelers to find the best accommodations. Personalized content marketing encourages customer engagement. It can also boost ROI through tourism marketing tactics. If a visitor is not interested in your services, he/she will simply click on a competitor.

Testimonials

Whether you want to attract new customers or keep old ones, a customer testimonial can be a great way to do it. A good customer testimonial can be fun to read, and it can even be told in a story format. This makes them more likely to take in your marketing materials. There are different types of customer testimonials, and each one serves a different purpose. Here are some examples. First, story-driven testimonials tell a customer’s story.

  • Using videos to promote your tourism business is another way to use testimonials. These can be posted on social media, directory pages, and review sites. They can be tagged with hashtags to make them searchable by potential customers. Tourism organizations in the area can provide some great ideas for tagging videos. Lastly, embed video testimonials in the right places. For example, embed it next to the information about the tour or on the booking page.
  • Video testimonials are particularly valuable. Videos show people interacting with a brand, and consumers tend to relate to people who are on video. It’s important to inform potential customers beforehand that you’re using video testimonials. They’ll feel more prepared and will pay attention to your marketing content during their tour. It also helps to create a better environment in which to connect with customers. Video testimonials can be powerful conversion tools.

Tourism Marketing 101 – Frequently Asked Questions Answered

If you have ever questioned the purpose of tourism marketing, you’ve probably wondered what is its concept. To understand this concept better, we’ve listed down some common questions and answered a few frequently asked questions. Hopefully, this will clear up some of the confusion. Let’s begin by looking at the basics of tourism marketing. What is its main purpose, and how does it differ from traditional marketing?

What is the concept of tourism marketing?

The answer to the question, “What is tourism marketing?” may surprise you. After all, tourism is a very competitive business, so it is critical to constantly be on the lookout for new trends in pricing and customer experience. Aside from understanding the needs of the target market, marketers also need to constantly keep an eye on their competitors, the time factor, and the preferences of individual customers. Here are three ways that the marketing of tourism can benefit your company.

Consider the local customers. Despite the global economy, travel restrictions have created a new niche for destination marketers. They can appeal to the local population by emphasizing local amenities and events. For example, if your location is known for hosting large events, you can highlight these aspects in your marketing strategy. You can also focus on luxury services if your customers are on a tight budget. However, if you want to attract people from afar, you should keep in mind the unique features of your local area.

Digital and direct marketing is an excellent way to reach your target market. Email marketing, for example, is a powerful tool for targeting a niche audience. It allows you to send regular updates to your ideal customers, as well as offer them special offers and discounts. Other methods include segmented marketing, which collects information about your ideal customers and sends highly personalized content. There’s no one-size-fits-all formula for tourism marketing, but there are some best practices to consider.

What is the main purpose of tourism marketing?

While many marketing strategies are focused on products, tourism marketing is mainly concerned with promoting a particular destination. The marketing efforts of tourism destinations must attract people to visit them. Unlike products, which require innovation and creativity to survive, services must be unique and relevant to a particular audience. Therefore, the marketing strategy must take into account the needs of these consumers. Here are some of the common purposes of tourism marketing.

The tourism industry contributes to the global economy. It generates over US$ 1.1 trillion in revenue every year, making it one of the world’s biggest sources of foreign exchange and a key driver of economic development. The traditional marketing mix is applicable for tourism, but many businesses have adopted different strategies. Tourism marketers can use traditional methods to reach a diverse audience. For example, companies can target a certain group of people by focusing on their interests, such as sports enthusiasts or art lovers.

One of the biggest challenges faced by tourism marketers is how to price products for different groups. Since prices vary across different groups, marketing professionals must continually change their strategies to stay competitive. Keeping an eye on competitors, the time factor, and individual customers is crucial to creating a successful marketing strategy. Whether your goal is to attract a high-end group or a niche audience, you will need to understand the price ranges of these segments.