Elements Of Tourism Marketing

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The success of tourism marketing is its dependence on creating an atmosphere in which employees desire to give good service and sell tourism to visitors. To produce such an atmosphere requires the following four important factors (Chacko, 1997; and Obiadat, 2000). Firstly, hospitality and guest relations, an organization wide emphasis on hospitality and guest relations, include oriented approach on the part of the owners and managers as well as the employees. If the manager is not customer sensitive, it is improbable that the lower paid employees will be. Secondly, quality controls of a programme that focuses on improving both the technical quality (the standards associated with what the customer receives) and the functional quality (the standards…show more content…
In order to study marketing tourism strategies the elements of marketing mix (7Ps) should be identified. Internal Marketing (Employees)
Internal marketing is considered to be a fundamental basis for customer withholding in high-quality service delivery.
Interactive Marketing (Customers or Tourists)
According to Gronroos (1994), customer relationship in services has recently attracted much attention to organizations as concentrating their efforts upon maintaining existing customers rather than attracting new ones.

MARKETING OF A DESTINATION

Today’s marketers are concerned with a new field called Marketing Culture of a Destination. This destination marketing culture stems from improved models of marketing processes including the prediction of marketing phenomena, the type of improved marketing decision making the successful implementation of new decision models and the techniques in the practice of marketing (Sawhney, 1998).
According to Wintjen (2004), the evaluation of modern destination marketing organizations is described as a private sector of tourism organization based on
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This culture of internal cooperation is always based on practical realities in the source markets that create the foundation for more effective destination promotion. It provides information to consumers, travel agencies, wholesalers and generalists, sending out information packaging (Wintjen 2004). According to changing market conditions (Wintjen, 2004), new activities were initiated, such as an electronic platform that would allow the continuous sending out of an electronic newsletter. These are called destination newsletters and are sent to hundreds of wholesalers in some countries who are concerned in destination marketing. The newsletters update information on their companies and are produced through web interface. Finally, preliminary conversations with key incoming agencies were held to prepare the next step of the future life of the evolution of the destination marketing (Wintjen, 2004).The goal of the evolution analysis of the management processes is to develop a theoretical base for the tactical management model proposed for identifying and integrating destination marketing factors. (Hendrie,2004, Taji, 2005; Carmelo, 2006).A destination planning model has been developed by Crouch and Ritchie (1999),which they call a destination competitiveness model. This model has comparative and competitive advantages, where comparative advantage represents the destination’s factor endowments, while competitive advantage relates
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