Tourism Marketing - Essay Example

Tourism Marketing Name Institution Abstract Tourism is a unique business sector that offers a product that requires integration of different services. Strategic marketing is required in order to sell a product that meets the consumer expectations in all the aspects in tourism. People have different personality, tastes and preferences thereby making it critical torecognisethe role tourist behaviour plays in order to come up with strategies to sell this product to the consumer.Social cultural values affect tourist behaviour and areconsidered before tourism planning.This paper uses a theoretical framework to understand tourism behaviour. It encompasses two parts. The first part providesan in-depthunderstanding of tourism behaviour while the second part focuses on tourist motivation as a strategy in tourism marketing. Keywords: tourismmarketing, tourist behaviour, tourism motivation, tourism planning Introduction Tourism is the main source of revenue for many states. This industry is often associated with pleasure and relaxation as it involvestravel and exploration.Tourism includes sub-sectors such as travel, accommodation, transportation and recreation. It is therefore important for the industry to develop strategies that ensure the needs of the consumer are met in all these sectors (Tsiotsou and Goldsmith,2012, p, 17). The industry has incorporated a number of strategies thereby making it one of the tremendously growing sectors.Tourism marketing is fashioned in a way that ascertainsnecessities and desires of the consumer making her or him yearn for a holiday (Fyall and Garrod, 2005, p.12). This is the core reason why people crave for a holiday. Tourism marketing integrates tourist motivation in order to provide a unique product that offers the consumer a breath-takingexperience. Moreover, a tourist who is gratified from a previous experience is more likely to desire for the experience and recommendthe product to another person. The aim of this article is to ascertain how tourism industry influencesthe behaviour of tourists. A theoreticalapproach is usedto expound on tourist behaviour.The paper also seeks to exemplify the relationship between tourist behaviour and tourismmarketing, planning, development and management. Tourist behaviour Tourist behaviour is linkedto some of the concerns in tourismsuch as globalisation and localisation (Pearce, 2005, p.8).It is important to use a theoretical framework in order to understand tourist behaviour. According to Vuuren and Slabbert (2011, p. 296) tourist behaviour can also be referred to as travel behaviour and is experienced in three different phases. Hence, tourist behaviour can be defined as the manner in which tourists approach towards the product before they experience the product, as they come into contact with the product and their ultimate experience with the product (March and Woodside, 2005, p. 116). Tourist behaviour cuts across domestic and international tourism. The behaviour of a tourist is determined by all the aspects of tourism. Travel experience, other tourists, finances are a few of the aspects that are handled in the tourism industry to promote this fast growing sector. Tourists also vary because they are different people from different parts of the world.Tourist motivation, personality of the tourist and environmental factors are the major reasons that a tourist considers when choosing one destination over another (Vuuren and Slabbert, 2011, p. 296). Understanding tourist behaviour is vitalin the tourism industry more so in tourism marketing to ensure tourist motivation is achieved fully by creating demand for tourism.Ecological system theory is one of the theories that will promote the understanding of this subject. Ecological Systems Theory The ecological systems theory asserts that a person’s thoughts and actions are derived from his or her relations with the micro and macro system found in the environment. Microsystems are defined by a person’s previous experiences and how the individual interacts with the surrounding environment. On the other hand, beliefs which are culturally-based are the major component of the macro system (March and Woodside, 2005, p. 1). Understanding the ecological systems theory will establishthe factors that determine tourist behaviour. A number of researchers concedethat this theory is complex because it constitutes diverse components that make up the macro and micro systems. Micro systems refer to the closest interactions as found in the environment. Practically, this would be the how the tourist reacts with travel agents, airline providers and fellow tourists.This explains why a tourist who experiences a hitch such as a delayed flight is more likely to be agitated and is less likely to enjoy planned leisure activities.Tourism industry needs to ensure that all aspects are cohesive thus creating demand for this product. Macro system includes cultural beliefs and practises as well as the law governinga particular place.Understanding how the macro systemcreates demand for tourists to visit a particular place promotingglobalisation. From the ecological systems theory cultural values and beliefs are the major reasons why people go on holiday. The desire to go on holiday is also determined by childhood beliefs that are in our conscience.The theory emphasises that our values and beliefs are reshaped as we continue interacting with different cultures. It is important for the tourism industry to develop marketing strategies that ensure touristsare bound to go on holiday thereby promoting the industry. Moreover, interactions with the environment can cause desires to take holiday. Campaigns emphasising family time and explaining the need for relaxation can arose the desire to take a holiday. Tourist behaviour is shaped by tourist motivation. Tourist Motivation Tourist motivation is the drive explaining why people seek a vacation. This topic is broad because it also addresses personaltraits of a tourist showing its link with tourist behaviour.Five factors were identified as the reasons behind which people tour places.Addressing each factor will helps us effectively understand tourist motivation to establish approaches the tourism industry can embrace to promote the industry globally.The five factors are relaxation, personal values, social experiences, recreational activities and learning experience (Vuuren and Slabbert, 2011, p. 300). Relaxation Tourists are bound to choose a vacation in order to be out of the familiar in order to rest. It is said change is rest therefore explaining why tourists love experimenting with different places that vary with their comfort zones.There are a number of activities that can be integratedto ensure the essence of relaxation is achieved. Fun activities that are important in a family set up are part of the entertainment that ensures relaxation is achieved (Vuuren and Slabbert, 2011, p. 300). Relaxation offers rest that is essential and a factor that can be used to ensure one desires a holiday. Reactional activities These include outdoor activities that offer adventures that tourists often seek. It is important for the tourism industry to promote recreational activities that are enjoyed by different people all over the world. Furthermore, sports such as golf and football have brought together lovers of these two sports and can be used to improve the industry. Settlements such as Manchester and Liverpool have tremendously grown and receive tourists from all over the world because of its relation with football. Sporting activities have been trending and opening a new chapter for the tourism industry. Learning experience Ever wondered why Disney world attracts about 20 million tourists annually (Witt, Brooke and Buckley, 2013).The site offers an implausible learning experience that cuts across people of all ages. People from all over the world visit and revisit the place regardless of the cost of transportation. Moreover, the owners of the place have created a unique concept that motivates people to enjoy it. To boost tourism the industry ought to ensure tourist is able to relax and access recreational activities that offer a learning experience to all people across the world.This ensures the tourist acquires pleasurable experiences to write home about.Moreover, personal values about the ultimate experience are determined by the perception of the vacation. Role of Tourism Industry Tourismis important because it is a source of revenue in many countries especially developing countries.Globalisationhas promoted the tourism industry but a lot of competition has cropped in making it necessary to have effective measures that sustain this industry (Ivanov and Webster, 2012, p.233).Hottola(2005, p. 61) asserts that endorsing the tourism industry can be used to boost foreign funds and stakeholders.To effectively compete within global marketsthe industry establishes marketing strategies that ensure an authentic experience for the tourists.Therefore, this industry ought to effectively conduct tourism marketing in order to enjoy the numerous benefits of tourism. Tourism Marketing Tourism marketing is concerned with creating a plan that develops a demand for the product in question. Marketing the product entails acknowledging tourist behaviour to ensure the product achieves the expectations of the consumer.Various governments have not underestimated the role of tourism marketing as they ensure they do not only offer places for relaxation to promote tourism but build iconic buildings that promote cultural heritage and attract tourists from all over the world. The Tate Modern in the UK and the Sydney Opera House in Australia are examples of spectacularplaces that attract tourists because theyuphold cultural heritageand act as historical sites (Middleton and Clarke, 2001, p. 15). Tourism marketing entails planning and developing a product that is appealable to tourists. Through tourism marketing the industry is monitored to ensure the product is satisfactory as per the needs of the tourist. Furthermore, it’sthrough the eyes of marketing managers that potential prospects are identified to promote tourism industry.The government executes laws and regulations to guarantee health and safety of population and govern usage of property and construction (Middleton and Clarke, 2001, p. 62). Relationship between Tourist Behaviour and Tourism Marketing Tourism marketing entails planning, development and management in order to sustain tourism industry. There is a number of theories that are significantin tourism planning and management. The Butler model is most paramount in understanding planning and management in tourism. This model asserts that tourism destination dynamic process. The theory foresees shortfall of resorts unless they formulate effective planning is achieved. However, this model has insufficient supporting evidence on how it predicts the future of tourism(Mason, 2012, p. 33).Tourist behaviour affects tourism planning because the preferences of tourists to choose a certain destinationvary overtime hencetourism planning ought to look into future plans. Tourism behaviour and tourism marketing are interrelated because both are influenced by technology that is has advanced change of tourist behaviour. The future of tourism industry lies in technology as it promotes the industry and influences tourist behaviour.The assumption that a tourist attraction site will always attract tourist is one that needs to be detached in tourism planning (Butler, 1980, p.10). the rise of technology especially in tourism industry will definitely crreate a need for tourist destinations to incorporate technology to improve their product. This also will also require better management that will go hand in hand in sustaining development in these sector. Tourism management also needs to recognise that in the near future there will increase in demand as a result of development in the tourism industry.Studies on tourist behaviour explain that more people are embracingleisure thereby promoting tourism be it through domestic or international tourism.Tourism sector needs to be ready to meet the rising demands that tourists seek. Moreover, at no time should there be increased demand and low supply in this industry.The industry should be ready to offer exclusive services to ensure the urge that tourists crave for is achieved. Set objectives that are outlinedduring planning ought to assimilate the goals of development to ensure proper management of tourism industry. Tourist behaviour is changing as more people are embracing recreational and sporting activities. This shows tht special interests are on the rise and the industry need to identify them to offer a boost in the global market for this sector. Tourism planning needs tocut across national level into international level.The behaviour of a tourist is likely to incline towards accessibility and affordability of a vacation. Therefore, travel and tourism industry sectors need to provide afffordable and accessible transportation and accomodation as a means of promoting tourism. Effective tourism management ought tobe aware on how to tackle factors that diminish tourist demand thereby decreasing this booming business. Moreover, tourism management should consider international laws and regulations that are set aside by different states to ensure thie sector is relevant in future. Tourists have accepted that vacations are essential thereby creating demand for this unique product offered by tourism industry. As a result,socio- culturalproblems have emerged that were not anticipated during planning process. Socio cultural problems have emerged as a result of integration of different cultures bring people of varying values together as a result of tourism.Community participation should be encouraged to match up with tourists behaviour. This will facilitate peaceful relationship that is much sought after by tourists. Moreover, future relations can be formed by the tourists and host community that promote foreign revenue as well as sustain tourism industry. Conclusion Tourism is a boomingbusiness locally and internationally.Tourism marketing in the past focused on ensuring tourists recognises the need for leisure activities.Tourism planning has failure to address new challenges that have cropped up as a result of international tourism.International tourism has promoted the industry but brought about some challenges that need to be tackled to ensure this system of collecting revenue does not capsize. The challenges are adamant to fade away because they embodytourism behaviour which is essential in choosing destination.Ecological systems theory offers an in-depthunderstandingon tourist behaviour. Macro systems and micro systems have various effects on the behaviour of a tourist.These two systems governa tourist decision to choosea certain destination over another. However, tourists not only seek destinations that offerbreath-taking moments but also those that are informative on people’s culture. There is need for effective marketing strategies to tackle competition while ensuring a tourist destination remains relevant by meeting the dynamic preferences of tourists.Disney world and Disneyland are man-madeattractions that ought to include tourist motivations such as relaxation in order to remain relevant in this dynamic industry.Tourism marketing, planning, development and management needs to include the community that hosts tourists during these processes in order to build a life time relationship between the tourists and their hosts. This relationship will promote the industry and ensure tourists have a suitableenvironment that is paramount in this industry. References Butler, R.W. (1980). The Concept of a Tourist area cycle of Evolution: Implications for Management of Resources, The Canadian Geographer, 24, 5–12. Fyall, A., &Garrod, B. (2005).Tourism Marketing: A Collaborative Approach. USA, Channel View Publication. Hottola, P. (2005). Tourism Strategies and Local Responses in Southern Africa. UK, CABI Publishing. March, R.,& Woodside, A.G. (2005). Tourism Behaviour: Travellers Decisions and Actions. UK,CABI Publishing. Mason, P., (2012). Tourism Impacts, Planning and Management. USA, Routledge. Middleton, V.T.C.& Clarke, J.R. (2001), Marketing in Travel and Tourism, USA, Routledge. Ivanov, S., & Webster, C.(2012). Tourism’s impact on growth: The Role of Globalisation. Annals of Tourism Research, 41, 231-236. Pearce, P. L. (2005). Tourist Behaviour Themes and Conceptual Schemes. Channel View Publications. Tsiotsou, R.H., &Goldsmith,R.E. (2012). Strategic Marketing in Tourism Services. UK, Emerald Group Publishing Limited. Vuuren,C.V.,&Slabbert,E. (2011).“Travel Motivations and Behaviour of Tourist to a South African Resort”,International Conference of Tourism and Management Studies, 1:295-304 Witt, S.F., Brooke, M.Z., &Buckley P.J., (2013). The Management of International Tourism. USA, Routledge. Read More