Tourism marketing: A consumer-oriented approach

According to Inskeep, tourism marketing is defined as: "…the continuing research to adapt the tourism product on the market to which it is targeted". However, in addition to this definition, the special nature of the tourism product requires that it can only be consumed at the place where it is produced.

Thus, a question arising from the application of the above definition to practice would be: "Should we attempt to adapt the place to tourism demand or vice versa?" The answer to this question depends on consumer choice, since consumers are free to choose a rival tourist destination, based on their tastes, which can be difficult to clearly identify and understand.

Since tourism is a complex product, for the production of which many businesses and agencies work together across disciplines and areas of both the private and the public sector, the first and essential step towards the implementation of a successful marketing strategy on a tourism destination is to ensure smooth collaboration among all stakeholders, in order to be able to make an attractive presentation of a single, integrated tourism product to tourist consumers.

This should take place, due to the fact that, when a tourist visits a specific tourist destination, he or she buys a number of sub-products of the total product, i.e. a package tour as it is called, consisting of transportation, accommodation, board, entertainment and other services and products offered to him or her, before leaving his or her place of origin, until he or she returns, or even after his or her return, in the form of after sales service.

At first, through market research, the particular needs and desires of existing and potential tourists should be identified.

After that, the results of research should be analyzed and serve as a basis for the development of tourism planning strategies at national and regional level.

The competitive advantage, which is the strong point of the tourism product offered in a particular tourist destination, should be identified and its viability should be assessed mainly on a medium to long-term basis. Otherwise, a shift should be attempted in the tourism marketing strategy for tourism products, towards other models, through the development of alternative tourism models.

An important element that can enhance the image of the tourism product over competition is to provide extra facilities and amenities for tourists.

Nowadays, comfort and safety are key factors for tourists in selecting a tourist destination, since the standard of living for tourists has risen, as well as their income. They are, therefore, willing to pay more, in order to be guaranteed a comfortable and safe holiday. Literally, a tourism product that fails to convince tourists that they are going to enjoy carefree holidays (with the exception of adventure tourism) is doomed to fail.

Furthermore, the diversification of tourism into many new models, which can be collectively defined as alternative and sustainable tourism, requires, contrary to mass tourism, specific knowledge of the individual markets that the new models of tourism development are targeted to.

Thus, in order to apply the principles and techniques of marketing, within the context of sustainable tourism development, the following elements are required:

i) Realistic evaluation of the needs and wants of tourists in the targeted niche market

ii) Plan a suitable product to meet consumer expectations

iii) Build the required general technical infrastructure

iv) Create expertise in the channels of production, supply, promotion, and after sales service the tourism product

In this way, the total tourism package will be marketable, attractive for tourists, profitable for businesses, and beneficial to the local community.

Sources and further reading:

Edward Inskeep

Tourism planning: An integrated and sustainable development approach

11 digital marketing campaigns tips for the tourism sector (part 1)

Developing marketing strategies for tourism destinations in peripheral areas of Europe: The case of Bornholm

How to write a tourism marketing plan

The 8 destination marketing strategies with the highest ROI

Creating your travel and tourism marketing strategies and plan

Formation of a Strategy for Providing Customer-Oriented Tourist Services