HBM 235 1st Edition Lecture 10 Outline of Last LectureI. Survey DataII. Types of Survey DataIII. Examples of Good paperIV. Example of Bad paperOutline of Current LectureI. MarketingII. Tourism Marketing Is UniqueIII.Current LectureCh. 7 Tourism Marketing: Bringing All of the Parts of Tourism TogetherI. Marketing A. Right product, Right person, Right place/time, Right price1. You don’t make the product, then market it2. Marketing begins pre-product, and continues after productII. Tourism Marketing is UniqueA. Tangible product vs. Intangible ExperienceB. Production and consumption happen simultaneously1. Cannot be stored C. Heterogeneity: varies, not the same D. Planning for demand fluctuations1. Resources/infrastructure/facilities cannot change as fast as demandE. Mixture of services, facilities, attractions, etc.1. Lots of interdependence, So What?2. Destinations rely on tourism/hospitality providers (individual businesses)-Variation in performance standards-One bad apple spoils the whole bunchF. Quality assurance1. Interdependence2. Huge service component in tourism/hospitality-People component3. Can’t standardize service delivery4. Can’t guarantee quality – or can you? (NZ case study pg. 179)-Quiz Question G. “Highly elastic” (pg. 179)1. Demand Elasticity: how change in X influences demand-Price, income, trends, tastes, etc. -“Price elasticity of demand” most common-Low demand elasticity (necessities, no substitutes)- sugar, gas, water bottles-High demand elasticity (change in price, big change in demand)-tourism,
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