ABOUT THE COURSE:This course is essential and is one of the core papers in Travel, Tourism and Hospitality programs. Understanding tourism marketing is crucial for professionals and entrepreneurs to understand and operate business profitably. It provides insights on market requirements, customer behavior, strategizing value chain and the impact of dynamic business environment to plan accordingly. Without a deep comprehension of marketing principles, endeavors are likely to be characterized by trial and error, resulting in inefficient allocation of resources for not so profitable efforts.INTENDED AUDIENCE: UG/PG and UPSC aspirantsINDUSTRY SUPPORT: Travel, Tourism, Hospitality, Aviation and Services industries.
Overview
Syllabus
Week 1: Introduction Tourism marketing:
Week 4:Marketing Research
- Defining Tourism Marketing, Nature and its relevance
- Core concepts
- Tourism Marketing and Tourism Marketing processMarketing Philosophies / Orientation
- Difference between marketing and selling
- Tourism Marketing Environment (TME)
- Analysis of TME
- Co-creation in tourism
- Marketing Mix
- Handling customer grievances
Week 4:Marketing Research
- Need, Activities and Types
- Marketing Research Process
- Research Approach
- MIS
- Concept and need for STP
- Segmenting: concept, need, Criteria for segmentation
- Segmentation in Tourism
- Targeting: segment selection and its criteria, concept of targeting and its strategies
- Concept, importance and strategies for effective positioning
- Differentiation and Competitive Advantages and USP
- Errors in positioning and Repositioning
- Special Interest Tourism (SIT) and Niche marketing
- Consumer Buying Behavior
- Factors affecting Service Quality
- Gap model
- Customer Relation Management
- Customer Experience Management
- Attributes of a destination
- Destination Resource Analysis
- Destination Image and Branding .
- PPP in Destination Marketing
Taught by
Prof.Shikha Misra
