Marketing of Tourism Industry

2017 ◽  
pp. 304-329
Author(s):  
M. R. Dileep ◽  
Viju Mathew
Keyword(s):  
Marketing Mix ◽  
Tourism Industry ◽  
Comprehensive Approach ◽  
Visitor Experience ◽  
High Quality ◽  
Tourism Marketing ◽  
Tourist Satisfaction ◽  
Whole Process ◽  
Customer Delight ◽  
Tourism Services

Tourism, being dominated by services, has to generate tourist satisfaction which is inevitable in increasing the market share. Tourist, from the whole process of journey and engaging in various touristic activities, eventually gain an experience, often referred to as tourist/visitor experience in tourism literature. This is an eventual determinant in the tourist satisfaction and both are interrelated. Therefore, marketing is not just limited to employing certain measures and tools to attract tourists; rather it is a comprehensive approach to generate high quality tourist experience leading to customer delight as well. The inherent characteristics associated with tourism marketing make the discussion of 7 P's concept more relevant in the context of tourism, as a single composite industry and as individual industries involved in it. Against this background, an attempt has been undertaken to examine the role and relevance of marketing mix in order to enhance the competency of tourism services using various marketing mix elements.

Strategic map for the development of tourism industry in the Republic of Azerbaijan

2020 ◽  
Vol 1 (1) ◽  
pp. 102-107
Author(s):  
Ulfat Aliyev ◽  
Keyword(s):  
Tourism Industry ◽  
High Quality ◽  
Local Markets ◽  
Tourism Sector ◽  
The Republic ◽  
Tourism Services

The article highlights the important role of tourism in the development of specialized tourism industry in the Republic of Azerbaijan. The Strategic Roadmap aims to support the development of the tourism sector within the stipulated time, providing high quality and competitive tourism services in international and local markets.

Innovation in Medical Tourism Service Marketing

2013 ◽  
pp. 49-66 ◽  
Author(s):  
Anita Medhekar ◽  
Ho Yin Wong ◽  
John Hall
Keyword(s):  
Healthcare Service ◽  
Medical Tourism ◽  
Relevant Literature ◽  
Service Marketing ◽  
Marketing Mix ◽  
Tourism Industry ◽  
Patient Privacy ◽  
Tourism Marketing ◽  
Tourism Destinations ◽  
Tourism Service

The aim of this chapter is to critically examine the latest development of medical tourism as an innovation in India. The existing theories and concepts in medical tourism are reviewed and synthesised in order to lay down a foundation for marketing managers to deploy marketing mix strategies to deliver values to the medical tourists. A secondary research method is adapted to gather relevant literature. This chapter not only provides a background introduction to the growing importance of the medical tourism industry to the Indian economy, but also makes major contributions: firstly, that global healthcare service marketing is quite different from marketing of other services and goods. Secondly, it proposes to examine the application of 8Ps of tourism marketing-mix along with another 6Ps, such as personalisation of healthcare, publication for patient, patient packaging, patient education, patient privacy, and patient medical and cultural sensitivities for effective marketing of the popular Indian wellness and medical tourism destinations, super-speciality hospitals, and complex diagnostic tests and surgeries to the world.

scholarly journals Developing a Medical Tourism Marketing Model by a Meta-Synthesis Method

2021 ◽  
Author(s):  
Alireza Pashaeifar ◽  
Mojtaba Ramezani ◽  
Ali Janati ◽  
Yaghoub Alavi Matin ◽  
Hossein Bodaghi Khajeh Noubar
Keyword(s):  
Conceptual Model ◽  
Medical Tourism ◽  
Synthesis Method ◽  
Final Analysis ◽  
Tourism Industry ◽  
Validity And Reliability ◽  
Tourism Marketing ◽  
Marketing Model ◽  
East Azerbaijan ◽  
Tourism Services

Background: Today, medical and health tourism is one of the most promising sectors in the tourism industry in the world, which has led the organizations involved ,and the countries interested in developing tourism ,to focus their attention on this aspect of the tourism industry and plan for it. Hence, the aim of this study was to design the marketing model of medical tourism using meta-synthesis method. Methods: The present study was designed as a meta-synthesis research in several stages for East Azerbaijan Province, Iran. Accordingly, after identifying the categories, concepts and marketing codes of medical tourism and evaluating its validity and reliability, the initial conceptual model of the research was formed. Out of 100 retrieved studies, 8 studies completely related to the purpose of the study were included in final analysis. In order to present the marketing model of medical tourism, the qualitative research method of meta-synthesis,s Sandlowski and Barroso (2006) was used. Results: The conceptual model in the present study consists of 5 dimensions, 10 components and 40 indicators which can show the marketing model of medical tourism. 5 main dimensions included; quality of medical and tourism services, price of medical and tourism services, development of tourism and medicine, medical and tourism facilities and equipment, and information and communication technology. Conclusion: The results of the research show that the dimensions, components and indicators extracted from the meta-synthesis method are approved by the panel of experts. The findings provide a new model and perspective on how to market medical tourism for the Iranian tourism industry, which will help managers, planners and policy makers of the healthcare system.

scholarly journals Innovation in Medical Tourism Service Marketing

2014 ◽  
pp. 1587-1604
Author(s):  
Anita Medhekar ◽  
Ho Yin Wong ◽  
John Hall
Keyword(s):  
Healthcare Service ◽  
Medical Tourism ◽  
Relevant Literature ◽  
Service Marketing ◽  
Marketing Mix ◽  
Tourism Industry ◽  
Patient Privacy ◽  
Tourism Marketing ◽  
Tourism Destinations ◽  
Tourism Service

The aim of this chapter is to critically examine the latest development of medical tourism as an innovation in India. The existing theories and concepts in medical tourism are reviewed and synthesised in order to lay down a foundation for marketing managers to deploy marketing mix strategies to deliver values to the medical tourists. A secondary research method is adapted to gather relevant literature. This chapter not only provides a background introduction to the growing importance of the medical tourism industry to the Indian economy, but also makes major contributions: firstly, that global healthcare service marketing is quite different from marketing of other services and goods. Secondly, it proposes to examine the application of 8Ps of tourism marketing-mix along with another 6Ps, such as personalisation of healthcare, publication for patient, patient packaging, patient education, patient privacy, and patient medical and cultural sensitivities for effective marketing of the popular Indian wellness and medical tourism destinations, super-speciality hospitals, and complex diagnostic tests and surgeries to the world.

scholarly journals Experience value as a function of hedonic and utilitarian dominant services

2016 ◽  
Vol 28 (1) ◽  
pp. 113-135 ◽  
Author(s):  
Nina K. Prebensen ◽  
Sara Rosengren
Keyword(s):  
Tourism Industry ◽  
Content Type ◽  
Tourist Satisfaction ◽  
Whole Process ◽  
Functional Value ◽  
Utilitarian Value ◽  
Dominant Firms ◽  
Nationally Representative ◽  
Tourism Service ◽  
The One

Purpose The purpose of this paper is to examine the relative importance of dimensions of experience value in four different hedonic- and utilitarian-dominated services. Design/methodology/approach The proposed hypotheses are tested by an experimental design. Altogether, four different service experiences, taking place during a tourist weekend trip, were studied using a scenario-based approach. In total, 938 members of a nationally representative online panel in Sweden participated in the research. Findings Both hedonic and utilitarian value dimensions are present for the different experiences. However, the structures of the value dimensions differ between hedonic- and utilitarian-dominant services. Surprisingly, functional value and value for money influence satisfaction most for both categories of services. Research limitations/implications The design of the experiment allowed the authors to test different experiences within the same travel setting. The paper shows that all services include both hedonic and utilitarian elements, indicating awareness of what attracts tourists during the whole process of experiencing a journey. Findings suggest that further studies on different hedonic- and utilitarian-dominant firms within the different tourism service categories should be performed. Originality/value Theoretically, the paper only partly confirms the two structures of consumer service value, hedonic and utilitarian, revealed in earlier studies. The paper also reveals that functional value affects satisfaction more strongly in both hedonic- and utilitarian-dominant services. Several explanations for this are suggested. For the tourism industry to enhance experience value and tourist satisfaction, they should, therefore, focus on delivering functional value during the stay and probably more on emotional value in attracting visitors to travel. Results of the paper reveal that services are a part of a continuum between what is mostly utilitarian at the one end and mostly hedonic at the other end.

scholarly journals Bali Tourism Destination Structural Loyalty Model from Consumer Behavior Perspective

2021 ◽  
Vol 12 (4) ◽  
pp. 494-505
Author(s):  
Christimulia Purnama Trimurti , Et. al.
Keyword(s):  
Direct Relationship ◽  
Reference Model ◽  
Marketing Mix ◽  
Destination Image ◽  
Analysis Tool ◽  
Tourist Attractions ◽  
Tourism Marketing ◽  
Travel Motivation ◽  
Tourist Satisfaction ◽  
Destination Attractiveness

This research is confirmatory research of the destination development model from the perspective of travel motivation which is expected to be used as a theoretical reference model of a tourism marketing mix specifically related to travel motivation, destination image, tourist satisfaction, and tourist loyalty. This research uses a quantitative approach to analyze the direct relationship between the variables that exist in the model. The number of respondents was determined based on the accidental ideal sample size of the SEM-AMOS structural analysis tool around 413 respondents for the domestic tourists and foreign tourists. The conclusion is tourist expectation has a positive and significant effect on destination attractiveness. Destination attractiveness has a positive and significant effect on destination image. Destination image has a positive and significant effect on tourist satisfaction. Tourist satisfaction has a positive and significant effect on tourist loyalty. The implications of this research are maintaining the tourist satisfaction with the existing tourist attractions and their experiences. They are also satisfied with the availability of facilities and services during a vacation in Bali.

Marketing activities for the market of tourist services

2021 ◽  
pp. 115-122
Author(s):  
Nataliia Lytvyn ◽  
Yuliya Yarova
Keyword(s):  
Tourism Industry ◽  
Marketing Activity ◽  
Tourism Marketing ◽  
System A ◽  
Marketing Function ◽  
Tourism Product ◽  
Marketing Activities ◽  
Tourism Enterprises ◽  
Definition Of ◽  
Tourism Services

The article is considered the features of marketing activities in the tourism industry and conceptual approaches marketing technologies in the field of tourism. Profound understanding of destination marketing tourism. The article analyzes the system of formation of marketing activities in the market of tourism services. The concepts of «Marketing activity in the market of tourism services» are considered in details. Tourism is not only an economic, but also a social, cultural, environmental and political phenomenon. Based on this, tourism marketing should be used with the maximum possible consideration of all these factors. Then it will to a large extent reflect the interests of both travel agencies and tourists. Given that tourism is a complex system, a symbiosis of economics, politics, ecology, culture, close coordi- nation of marketing of various organizations and enterprises is necessary to achieve a positive marketing effect. The definition of «Tourism Product» in a narrow and broad sense is considered and its main distinguishing features are characterized. The main guidelines of the marketing activities of the marketing function in tour- ism are determined. The concepts of «Marketing activity in the market of tourism services» are considered in detail, according to which it is established that the goals of tourism enterprises should be realized due to the high-quality satisfaction of customers’ needs in a sufficiently long period of time. It has been established that those companies in the tourism sector will be able to achieve real success, creatively and unconventionally apply the marketing concept, are constantly search- ing within it for new ways to adapt to changing market conditions, and are ac- tively influencing the market and consumers. Keywords: tourism, tourism industry, tourism marketing, marketing technology, travel companies.

scholarly journals The Sustainable Marketing Mix of Tourism and Visitors Fulfilment: An Empirical Evidence From Cultural Tourists To Pakistan

2021 ◽  
Vol 6 (1) ◽  
pp. 123-145
Author(s):  
Asia Umar Khan ◽  
Dr. Qadar Bakhsh Baloch ◽  
Rabia Naseer
Keyword(s):  
Success Factors ◽  
Sustainable Tourism ◽  
Marketing Mix ◽  
Extensive Literature ◽  
Product Price ◽  
Tourism Marketing ◽  
Physical Evidence ◽  
Tourist Satisfaction ◽  
Negative Effect ◽  
Sustainable Marketing

Sustainability is a basic requisite while promoting cultural tourism for a destination. UNEP and WTO have provided a full agenda for sustainable tourism that consists of twelve aims. One of those aims is visitor fulfillment that includes tourist satisfaction provided with safety and justice. After an extensive literature review the present study has listed down the success factors of tourism marketing and viewed through the lens of sustainability aims, has developed a conceptual framework consisting of the marketing mix dimensions of sustainable tourism and their effect on satisfaction of a sample (400) of foreign cultural tourists to Pakistan. After exploratory and confirmatory factor analysis, multiple regression analysis was conducted to test for the hypothesized effect of the seven independent variables i.e. Product Price, Placement, Promotion, People, Physical Evidence and Process on tourist satisfaction. It was found that Product, Price, People, Physical Evidence and Process have a significant positive whereas; Placement has aninsignificant negative and Promotion has a significant negative effect on tourist satisfaction.

scholarly journals Strategic map for the development of tourism industry in the Republic of Azerbaijan

2019 ◽  
Vol 2 ◽  
pp. 13-18
Author(s):  
Ulfat Aliyev ◽  
Keyword(s):  
Tourism Industry ◽  
High Quality ◽  
Local Markets ◽  
Tourism Sector ◽  
The Republic ◽  
Tourism Services

The article highlights the important role of tourism in the development of specialized tourism industry in the Republic of Azerbaijan. The Strategic Roadmap aims to support the development of the tourism sector within the stipulated time, providing high quality and competitive tourism services in international and local markets.

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