The tourism marketing mix includes product, pricing, promotion, and location. The product aims to make tourists aware of what is being marketed, while pricing must be competitive. Promotion involves advertising and joint ventures, and place involves distributing the product or attracting tourists to the service.
The role of the marketing mix in tourism is to bring customers or tourists to the destination, product or service that the tourism company wants to sell. The four parts of the tourism marketing mix include product, pricing, promotion, and location or distribution.
The product’s role of the marketing mix in tourism is to make tourists aware of what the company is trying to market or promote. The tourism product can be a bus tour, a hotel stay or a cruise. The product or service is particularly targeted at the tourist market, but can range from a tangible product, such as a souvenir, to an intangible product, such as a city bus tour.
Price is another important aspect of the role of the marketing mix in tourism. The price must be set so that all competitors offering the same or substitute business are comparable. In other words, if the tourist business is kite sailing and there are two other kite sailing companies in the area, the company that is opening a new kite sailing company needs to see what the competition is charging at.
Promotion is the role of the marketing mix in tourism. It includes all the ways the company markets and advertises the company. This can include typical types of marketing, such as placing ads in travel magazines and offering discount coupons in travel guides. It may also include going from one hotel to another in the area and leaving a postcard or flyer for the service at the door of each hotel room.
In tourism, it is also useful to set up joint ventures with other tourism enterprises. For example, going back to the kitesurfing company, it is advisable to visit and speak to each hotel’s concierge. The concierge is the person tourists tend to go to find out what to do in the area. Establishing a relationship with the concierge and supplying them with marketing materials can really boost the business.
Place is the role of the marketing mix on how the product or service is connected with the customer, customer or tourist. If it’s a tourism product, this part of the marketing mix involves distributing the product to stock retailer shelves or other ways to get paying tourists to pay for it. When it comes to a tourist service, it usually involves attracting tourists to where the service is.
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