TOURISM MANAGEMENT

INTRODUCTION

Meaning of tourism :Tourism is a collection of activities,

services and industries that delivers a travel experience, including transportation, accommodations, eating and drinking establishments, retail shops, entertainment businesses, activity facilities and other hospitality services provided for individuals or groups traveling away from home. 

CONCEPTS OF TOURISM :

•After the 7th five year plan importance was given to tourism as a foreign exchange earner •This also generated employment for the masses

•WHO IS A TOURIST??•A tourist is a person who travels largely for pleasure.Perhaps to see the sights,meet people,enjoy a different climate , learn about new places or enjoy new experiences.

NATURE OF TOURISM

There 4 main characteristics in tourism industry:

inflexibility

perishable

Fixed location

Large financial investment

• Tourism is highly inflexible• Inflexibility can be seen when the seating

capacity in a transport facility,hotel rooms is fixed and it is impossible to meet the sudden demand during seasons

• At the same time during off seasons the demand is less and capacity remains un-utilized.

INFLEXIBILITY

• The destinations are fixed and efforts are required to make the potential tourists to visit the location.

Fixed location

• The service provided by the tourist industry is highly perishable

• For example : an unused hotel bed or a vacant seat in an aeroplane leads to non utilisation of capacity.

Perishable

Large financial investment

Modern tourist establishment requires large fianancial investment both to start and to maintain the services making it highly risky as the rate of return is critically important.

Market Segmentations

HOLIDAY/SEASON GEOGRAPHY PSYCHOLOGY DEMOGRAPHY PURPOSE

•Mass Market•Popular market•Individual market

•Cities•Towns•Regions •States

•Lifestyle of tourist•Motive•KnowledgeAbt the place

•Age •Gender•Occupation•Class•relgion

•Business •Culture•Convention •exhibition

Significance and importance of TOURISM :

SOCIAL

ECONOMICAL

EDUCATIONAL

POLITICAL

7 P’s of management :

• Price• Place• Product• Promotion• People• Process• Physical Evidence

4P’s of Marketing

Product• Design• Quality• Range• Brand name• Features

Price• List price• Discounts• Commissions• Surcharges• Extras

Place• Distribution channels• Methods of distribution• Coverage• Location

Promotion• Advertising• Sales promotion• Salesmanship• Publicity

The Marketing Mix

PRODUCT : Tourism products and services are designed for and continuously adapted to match changing needs, expectations and budget of the target market

PLACE :

Not only the location of the tourist attraction or facility but the location of points of

sale that provide customers with access to tourist products

eg. I-site, accommodation, cafe

PRICE :

Used to achieve predetermined sales volume and revenue objectives

Price gives a product or service a perceived value in the eyes of the consumer

PROMOTION :Promotional techniques aim to increase awareness and demand for products

People

• In this marketing mix the service provider and the tourist are the most important aspects of this mix.

• The service providers make sure all the needs and requirements of the tourist are fulfilled

Process

• Process is inseparable product

– If any part of the process is found to be

unsuitable by the consumer, it could result

in a negative evaluation of the whole

product.

Physical evidence

• Defined as the built environment owned and

controlled by a tourism organisation

• The tangible aspect of the tourism product

• May be used to facilitate the service delivery

process e.g. layout and signage

• Communicates messages about quality,

positioning and differentiation

• Medical tourism (also called medical travel, health tourism or global healthcare) is a term initially coined by travel agencies and the mass media to describe the rapidly-growing practice of travelling across international borders to obtain health care.

MEDICAL TOURISM

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