The Importance Of Marketing In The Tourism Sector. English version

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Transcript of The Importance Of Marketing In The Tourism Sector. English version

  • 1. The Importance of Marketing in the tourismsectorNew challenges for agrowing market1

2. Overview The industry of tourism and hospitality is one of the mostimportant of the world economy. It is estimated that the tourism industry holds about 10% ofworkforce worldwide, reaching 18% in Europe. The World Tourism Organization projects that by 2020 adoubling of the volume of arrivals in Italy than in 2000, risingfrom 800 million to over 1,600 million. Calculations and estimates of aggregate economic significanceof tourism, show a weight ratio of the sector's total of up to14% in 2000, while forecasts for 2010 see the weight of thesector to rise to 15% abundant. Are recent reports aboutChina, for an increasing liberalization of exit permits in thecountry for the purpose of tourism. At the same time, China isgrowing strongly as the country of arrival of tourist flows,andin 2005 accompanied the Italy in this respect. Are about 1 billion "movements" of people in the world, thatform the tourism sector. 2 3. ./. Cannot escape the importance of such matters for the impact that will in the coming years, in quantitative and qualitative analysis of tourist flows. E 'expected strong competition between the destination of these flows, among which is the Italy of course. And to be able to confront and overcome these challenges, our country can no longer rely solely on a highly fragmented and individualized. "The possibility of growth and further consolidation of the tourism industry is tied to the creation of networks (whether promotional infrastructure, reception, receptivity) capable of achieving high integration, and look in the eyes of customers with a "brand" clearly detectable, which might connote and characterize specific territorial reality. We believe that the Italian government has done well to restore the Ministry of Tourism, for these reasons.3 4. Therefore the "Tourism Marketing" The tourism marketing is the application of the principles and techniques of marketing to the general field of tourism. The marketing is a natural complement to the marketing and tourism can be defined as a systematic strategy, built on the needs and expectations of the market, to optimize the use by local authorities, the factors and elements that contribute to the enhancement of attractions and tourist services , or offered by a given territory. 4 5. The italian tourist market in numbers direct turnover of the tourism sector in Italy: about 90 billion euros(10 per cent of GDP); total sales (direct and indirect) of the tourism sector in Italy: about160 billion euros (14 per cent of GDP); employed in the tourism sector in Italy: about 2,500,000; global flows in terms of number of visitors in two areas, a couple(Europe) and emerging (East Asia) (2009 versus 2015 projections): Europe from 3.1 million to 5.4 million visitors ; Eastern Asia: from 900 thousand to 1.8 million. worldwide market share of tourism in terms of revenue (% values),Italy: in 1985 it was 7.4 in 2008 fell to 5.7 ; budget of the Ministry of Environment and Territory: about onebillion euros ; budget of the Ministry for Cultural Heritage: around two billioneuros; Budget of the new Ministry of Tourism: data not available operators of tourism in Italy: about 120,000, of which 33,000 hotelsand 88,000 non-hotel outlets and the Italian receptivity amounts inall to about two million people, plus about 1 million rooms; tour operators in Italy: about 150, with a turnover of about 6 billioneuros5 6. Info from market research: Through market research, we study the characteristics of both the demand and supply, in order to have a sound information base through which to set a more scientific, and with less risk, the tourism marketing activities. Through market research will investigate and measure the tourist consumption. For example, today we know that: 55% of Italians go on holiday every year; 15% usually buy a package tour, with at least 7 days; to travel proportionately more young people are between 20 and 30 years, although over 55 account for 55% of tourists, travelers also are strong residents in the North West, the property of medium to high income, university graduates or graduates; holiday packages sold in Italy, including residential and hotel reservations, totaled more than 6 million, with a turnover of over 5 billion euros. 6 7. ./. TOURISM from Eastern Europe IN ITALY: approximately 500 thousand were for example the Russians that in 2008 they chose Italy for their holidays, and the growth in 2006 is 8%, (+ 20% from 2004); were 400 million uro Russians spent by tourists in 2006, of which 125 in souvenirs, the Russians are the third most visitors' spendaccioni "after Japanese and Americans, is the fifth position in the ranking of preferred destinations for holiday Russian tourists (only a few years ago, our country occupies the 10th place). ITALIANS ON HOLIDAY IN THE WORLD: 400 Italian tourists in Mexico in 2007 and 500 thousand in the Indian Ocean; 1 million in Egypt, of which 70% in Egypt (200 presences in July, 300 in August), in a volume d 'business around 3.5 billion dollars a year, about 200 thousand in Cuba THE BUSINESS OF BEACHES: Annually, in our country amounts to some 200 million euros, and the bathing facilities are about 500.7 8. A few numbers ... Increases the turnover of the summer tourism (average expenditure perperson including travel, accommodation, catering and entertainment). Thisyear we will spend an average of 1035 euros that will lead to a turnoveramounted to 23.9 billion euros compared to 19.6 billion euros in 2007(+11.5%). MOST REGIONS "Popular" - Sicily has been the queen of 2008. With 12.2%of preferences in the choice of destination of the Italians. The island distanceTuscany in second place with 8, 8%. Puglia and Emilia-Romagna with 8, 5%,Sardinia with 7.5%, Calabria with 7.2% and the Trentino Alto Adige andCampania by 5.3%. WHERE IN VACATION - Germany, Country organizer of World Football 2006,has increased significantly and the flow of tourists (even fans!) In Italybetween June and in July 2008 (and the World Cup were ended by a longtime ...). An examination of more general types, chosen by the Italians on holidayabroad, we are witnessing a general decline of the great capitals of Europe(28.9% vs. 37.7% in 2005) and tropical seas (24.8% compared to 34.2% in2005). France has shown a drop in bookings for the current year; v said that forsome destinations the particular time of the various weather decks (Easter,May 1st weather were "bad") has significantly affected the choices of thetourists "of 'last hours, "a type of tourist that given the ongoing economiccrisis, it was developed during 2008 and 2009 and that will be the subject ofa search party. 8 9. Territorial Marketing Territorial Marketing is a complement of broad and general marketingof tourism. This framework aims to provide professional and technical basesnecessary to move effectively in the modern tourist market,dominated by the question, in which the success and survival of theflow from its ability to understand and conquer the consumer tounderstand the needs and satisfy them better, but better than thecompetition. Turistical Marketing is therefore interested in those involved in themarketing and those who want to engage in the management oftourism enterprises (marketing of product and service), whosemanagement, the organization which processes and enhancement ofstaff should be more precisely marked and inspired by the conceptsand needs of marketing in general. All this while taking into account the peculiarities of the product andthe tourist, as well as its influence on marketing activities such astourism system. On the one hand we have the tourist public at large (area), with itsorgans, its tasks and its problems in marketing, in the other hand wehave the private tourism organization, which faces duties andmarketing issues relating particularly distribution and payment oftourist services.9 10. The new trends in tourism Sunflower Tourism Weekends and short trips Cruises Arts, Culture and Religious paths Resorts Green Tourism Wine & Food Tourism Areas and marine parks Camping Last minute Spas, Beauty Farm & Wellness 10 11. "Sunflower" toursim In case of prolonged or sudden bad weather in some regions of northern Italy, has seen the trend of an increase in short vacation (1-4 days). In search of sunny places. Significant example is the increase in transit at airports of Olbia and Cagliari, for example, only in the weekends thanks to low cost flights (up 50% and 130%) and the particular economic conditions that the structures (finally ...) are "outside season. This trend has increased even for destinations up to 3h flight from Italy (+ 40% towards the Balearic Islands, + 30% towards the Isles of Greece, 25% to Morocco and Tunisia). 11 12. Weekends and short trips The economic downturn has weighed on the course choices of holiday, less availability of money to be allocated to leisure activities and culture has meant that people allocate their resources differently. Thanks also to the rapid connections made by the railways and the competitive prices (just think of the Milan-Rome: high speed has in fact given anti-economical to travel by car has increased and travelers of the weekend which can for example visit some cities of art in a single day), we have seen a great increase in short and very short trips (2009: +50% in the 2nd quarter 2007). 12 13. Cruises The most updated data is provided by the Port ofGenoa and indicates that in 2008 the traffic ofpassengers was 547,905 passengers, an increase of13% on the previous year, with about 40,000passengers home port more than in 2007 (+12 %).In the field of ferry traffic was 2,552,997 passengers,an increase of 0.7% over 2007, while commercialtraffic has decreased by 1, 9% to 2,968,862 metriclength. In 2008 the Stazioni Marittime (the company thatop