Concetti Chiave
- Marketing in tourism involves understanding customer needs and promoting suitable products like tours, cruises, and accommodations.
- The Four Ps of marketing—Product, Price, Place, and Promotion—are essential in tailoring offerings to target client preferences and market conditions.
- Pricing strategies must account for various factors, including costs, commissions, discounts, competition, and seasonality.
- The location of a travel agency significantly impacts customer interest, with central, accessible, and secure locations being more attractive.
- Promotional activities are crucial for highlighting product features and can involve both business-to-business and direct-to-consumer channels.
Marketing is an activity which provides products and services to customers in order to have a gain. Marketing involves the customers’ requirements, the creation and the promotion of the right product.
First of all, we can say that there are Four Ps, which are Product, Price, Place and Promotion.
• In tourism, the term “product” may refer to a package tour, an independent holiday, a cruise, transport or accommodation; when a travel company want to sell a product, it should consider the preference of a certain target of clients, their claim and the possibility of improving it.
• The price of product should be decided considering fixed and variable costs, commissions for agents, discounts and profit margin; in addition to that, the marketing department should keep under strict control the seasonality, the competition and if customers are travelling individually or in a group.
• The place where a travel agency is located is also very important because, according to the position and the accessibility, people can be more interested to buy; this means that, if it’s centrally located has better opportunities.
• The promotion of the products is extremely important to define its characteristic and to prompt people to buy it. This activity can be achieved in two different ways: informing other tourism companies with circular letters and advertising leaflets or among customers with street post and media advertising, such as television, radio, newspapers or the Internet.
Another requisite which condition the company’s achievement is the choice of the personnel or the people, that may be included when we talk about a Fifth P.
Domande da interrogazione
- Quali sono i Quattro P del marketing nel turismo?
- Come dovrebbe essere determinato il prezzo di un prodotto turistico?
- Qual è l'importanza della promozione nel marketing turistico?
I Quattro P del marketing nel turismo sono Prodotto, Prezzo, Posto e Promozione. Questi elementi sono fondamentali per soddisfare le esigenze dei clienti e promuovere il prodotto giusto.
Il prezzo di un prodotto turistico dovrebbe essere deciso considerando costi fissi e variabili, commissioni per agenti, sconti e margine di profitto, tenendo sotto controllo la stagionalità, la concorrenza e se i clienti viaggiano individualmente o in gruppo.
La promozione è estremamente importante per definire le caratteristiche del prodotto e stimolare l'acquisto. Può essere realizzata informando altre aziende turistiche o direttamente i clienti tramite pubblicità sui media.
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