Why is Tourism Marketing more challenging?
First of all, it is worth remembering what the term Marketing means.
According to the American Marketing Association:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
The term marketing literally means “going to market” and can be defined as the set of activities and processes to create, communicate and transmit offers that have value for customers, businesses, and society. The primary objective of marketing for tourism business is to maximize revenue by selling products and services to target customers, i.e. to clearly identified market segments through research and market surveys. In addition, marketing aims to create and maintain relationships with customers in order to meet their needs and create value for them.
The tourism sector, by its very nature, is characterized by a plurality of actors, enterprises, and organizations operating within it, which, although belonging to different sectors. However, implicitly all of them have the objective of planning and supporting the tourism activity of a given destination.
The tourist product, in fact, unlike commonly used products sold in large-scale distribution, is characterized by a strong intangible component that increases the risk perceived by the final consumer. In fact, the tourist buys a promise that must be transformed into an experience in another place. This is why defining the quality of tourism is a complex task involving, and like in a puzzle, various approaches and actors.
The quality of the tourism sector depends on:
- The fact that the tourist experience is a prolonged performance is evaluated as a whole and not with respect to the specific contribution made by the individual parts. Moreover, the holiday can be considered as a succession of moments from which satisfaction or dissatisfaction arises that are highly variable and difficult to trace back to a specific event.
- The tourism product is virtual and is therefore linked to the process of enjoyment by the tourist, making it an experiential good whose quality varies according to the subject and can only be measured once the service(s) that give form and content to the stay has been enjoyed.
- Tourism implies a strong involvement, and the perception of quality depends on the tourist himself and on the perception that the traveler manages to establish with the area (climate, local population, other tourists). An immersion that can be satisfying or create discomfort and dissatisfaction.
- The fact that the tourism product is composite, stems from the work of a multiplicity of businesses and organizations that interact in different ways, offering their services to tourists.
In this context characterized by a strong dynamism and multiplicity of actors, tourism marketing must simultaneously consider different logics and strategies able to communicate a coherent and univocal image and offer. In particular, Destination Marketing is the activity that aims to design and implement the correct marketing policies at the level of the tourist destination to increase the attractiveness and competitiveness of the product and services offered.
Thank you for taking the time to read my article. In my articles, I try to convey useful information to all those who want to discover this fascinating world of tourism.
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Remember: enjoy the process!
