scholarly journals MARKETING IN TOURISM - DIRECT MARKETING AS MARKETING COMMUNICATIONS TECHNOLOGY

STED JOURNAL ◽  
2020 ◽  
Vol 2 (1) ◽  
Author(s):  
Nejra Hujić ◽  
Fatima Salihić
Keyword(s):  
Product Life Cycle ◽  
Exchange Process ◽  
Direct Marketing ◽  
Marketing Mix ◽  
Tourism Industry ◽  
Target Market ◽  
Political Policy ◽  
Marketing Orientation ◽  
Company Policy ◽  
Marketing Activities

Marketing in tourism is a systematic adjustment of tourism company policy and political policy at the local, regional, national and international levels in order to meet the needs of tourists and make a profit. The purpose of the paper is to explain how direct marketing, especially as part of a marketing mix, can help facilitate the exchange process in the international and domestic tourism markets. The aim of studying marketing in tourism is to make this concept available in this activity in theoretical, methodological and application terms. Marketing in the tourism industry is in a phase of maturity and is becoming sophisticated, which leads to the fact that the entire industry increasingly accepts the basic principles of marketing: The concept of marketing; Marketing orientation; Meeting the wishes and needs of consumers; Market segmentation; Value ; Product life cycle and Marketing mix (the principle on which the essence of the work is based). Direct marketing activities are based on databases and interactive communication media. Databases enable the selection of the target market (customer), which is acted upon by selecting the appropriate advertising/sales medium. The most famous media of direct marketing are certainly catalogs, direct mail and telephone (telemarketing), while in practice many others are used such as: television, radio, Internet, mobile phones, print, inserts.

scholarly journals Value Creation Strategy in Tourism : An Islamic Perspective

2017 ◽  
Vol 1 (1) ◽  
pp. 68-80
Author(s):  
Fani Firmansyah
Keyword(s):  
Customer Value ◽  
Critical Role ◽  
Initial Step ◽  
Marketing Mix ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Target Market ◽  
Economic Returns ◽  
Tourism Management ◽  
A Company

The international tourism industry now is becoming an increasingly competitive marketplace. Understanding the needs, interests and behaviors of different tourist markets plays a critical role in support them to destinations. Given the fast growth in the number of tourists and despite the great Muslim population worldwide. It is important to develop appropriate marketing strategies. To develop tourism prospects sharia government could use such a marketing strategy, marketing for instance, marketing mix and segmenting, targeting and positioning (STP). The marketing mix is a set of marketing tools used by a state or a company to continue achieving its marketing objectives in target market. STP is the most important initial step in identifying customer value. It is expected from the use of this strategy could make sharia tourism as a market leader in the field of tourism and also could attract more tourists to visit and increase economic returns of state.  Keywords: Value, Strategic, Tourism, Management, Islamic, Marketing Mix

scholarly journals Konsep Manajemen Bisnis dan Marketing Syariah (Elaborasi Terhadap Lembaga Pendidikan Islam)

2019 ◽  
Vol 10 (2) ◽  
pp. 275-292
Author(s):  
Mohammad Kuswadi
Keyword(s):  
Marketing Strategy ◽  
Marketing Mix ◽  
Market Potential ◽  
Target Market ◽  
Business Practices ◽  
Business Networks ◽  
Related Factors ◽  
Performance Orientation ◽  
Two Factors ◽  
Marketing Activities

Business according to Islam is a lawful thing even highly recommended. Business was even carried out by the prophet and the Prophet's apostle who was a very respected merchant of his day. Islam allows business as long as it is not things that lead to usury, gambling, the provision of products or services that contain illicit goods. In business, of course, a marketing is needed. The basis of Shari'ah marketing activities must be; 1). The spirit of worship to Allah Swt, 2). Try as much as possible for the common welfare, 3). Not for the benefit of the group let alone their own interests. Marketing is an important aspect in a business practice. Business practices not only focus on the problem of product sales (sales performance orientation) that are quality and meet the needs and desires of customers, but there is also a process of communication that continues to proactively foster a series of business networks through marketing products or services that can impress customers (customer loyality). Marketing is often interpreted as sales. Understanding of marketing actually wider and sales activities. Sales are a part of marketing activities. Marketing does not only cover the activities of selling goods or services, but includes several other activities that are quite complex such as; 1). research on consumer behavior, 2). research on market potential, 3). activities to develop new products, and 4). distributing and promoting goods sold. Marketing strategy is a form of directed plan in the field of marketing, to obtain an optimal result. The marketing strategy contains two separate but closely related factors, namely, the target market and the marketing mix. These two factors are closely related. The target market is the target to be addressed, while the marketing mix is ​​a tool to get to that target. Marketing strategy has a broad scope in the field of marketing. Among them are strategies in competition, product strategies, and so on.

scholarly journals Green marketing orientation: evolution, conceptualization and potential benefits

2019 ◽  
Vol 2 (1) ◽  
pp. 53-62 ◽  
Author(s):  
Neringa Vilkaite-Vaitone ◽  
Ilona Skackauskiene
Keyword(s):  
Marketing Mix ◽  
Social Contexts ◽  
Green Marketing ◽  
Natural Ecosystem ◽  
Marketing Orientation ◽  
Marketing Activities ◽  
Potential Benefits ◽  
Operational Activities ◽  
Corporate Social

AbstractGlobal economic fluctuation, post-Brexit challenges, changes in the landscape of corporate social responsibility are pushing managers to build sustainability into the performance of marketing mix. Traditional marketing is no longer able to address all the issues in modern markets. This led to green marketing, a new marketing philosophy. The paper provides researchers and marketing managers with a comprehensive view of the concept of green marketing, its causes, contents, and outcomes. Authors suggest a structured and outcome-based viewpoint to the construct of green marketing. Theoretical presumptions confirm structuration of green marketing initiatives to strategic, tactical, and operational levels. It was found out that cohesive marketing activities in these levels have the crucial impact of green marketing in organizational, environmental, and social contexts. Strategic, tactical, and operational activities in the field of green marketing may lead to business development, improvement of the natural ecosystem, and increased quality of life. The findings of the research present opportunities for researchers and managers to apply green marketing orientation.

scholarly journals Tourism Destination Marketing: Academic Knowledge

Encyclopedia ◽  
2020 ◽  
Vol 1 (1) ◽  
pp. 42-56
Author(s):  
Marios Sotiriadis
Keyword(s):  
Tourism Industry ◽  
Destination Marketing ◽  
Tourism Destination ◽  
Academic Knowledge ◽  
Marketing Activities ◽  
Function Domain ◽  
Negative Impacts ◽  
Marketing Principles ◽  
Destination Management Organizations ◽  
Goals And Objectives

A holistic, multi-organization view of marketing or destination management organizations (DMOs) who must muster the best efforts of many partner organizations and individuals (stakeholders) to have the greatest success. Destination marketing is described as “a continuous, sequential process through which a DMO plans, researches, implements, controls and evaluates programs aimed at satisfying tourists’ needs and wants as well as the destination’s and DMO’s visions, goals and objectives”. The effectiveness of marketing activities depends on the efforts and plans of tourism suppliers and other entities. This definition posits that marketing is a managerial function/domain that should be performed in a systematic manner adopting and implementing the appropriate approaches, as well as suitable tools and methods. In doing so, it is believed that a tourism destination (through the organizational structure of a DMO) can attain the expected outputs beneficial to all stakeholders, i.e., the tourism industry, hosting communities/populations, and tourists/visitors. The effective implementation of tourism destination marketing principles and methods constitutes an efficient and smart pillar, a cornerstone to attain a balance/equilibrium between the perceptions and interests, sometimes conflicting, of stakeholders by minimizing the negative impacts and maximizing the benefits resulting from tourism. All the same, it is worth noting that marketing is not a panacea, nor a kind of magic stick.

scholarly journals Improvement of Tourists Satisfaction According to Their Non-Verbal Preferences Using Computational Intelligence

2021 ◽  
Vol 11 (6) ◽  
pp. 2491
Author(s):  
Claudia C. Tusell-Rey ◽  
Ricardo Tejeida-Padilla ◽  
Oscar Camacho-Nieto ◽  
Yenny Villuendas-Rey ◽  
Cornelio Yáñez-Márquez
Keyword(s):  
Customer Relationship Management ◽  
Computational Intelligence ◽  
State Of The Art ◽  
Relationship Management ◽  
Preference Assessment ◽  
Tourism Industry ◽  
The State ◽  
Customer Relationship ◽  
Marketing Activities ◽  
Tourist Demand

In the tourism industry it is common that the information obtained from customers can be varied, dispersed, and with high volumes of data. In this context, the automatic analysis of information has been proposed through electronic customer relationship management, which refers to marketing activities, tools and techniques, delivered with the use of electronic channels for the specific purpose of locating, building and improving long- term relationships with customers, to enhance their individual potential. In this paper, we refer to the analysis of information in three aspects: customer satisfaction, the study of customer behavior and the forecast of tourist demand. Specifically, we have created a novel dataset comprising the non-verbal preference assessment of tourists who are clients of the Sol Cayo Guillermo hotel belonging to the Melia hotel chain, in Jardines del Rey, Cuba. Then, by applying Computational Intelligence algorithms to this dataset, we achieve segment customers according to their non-verbal preferences, in order to increase their satisfaction, and therefore the client profitability. In order to achieve a good performance in the realization of this task, we have proposed two modifications of the Naïve Associative Classifier, whose results are compared with the most relevant computational algorithms of the state of the art. The experimentally obtained values of balanced accuracy and averaged F1 measure show that, by clearly improving the results of the state-of-the-art algorithms, our proposal is adequate to successfully use electronic customer relationship management in the tourist services provided by hotel chains.

scholarly journals Direct marketing practice in Hungarian agriculture

2008 ◽  
Vol 53 (No. 5) ◽  
pp. 230-234 ◽  
Author(s):  
I. Fehér
Keyword(s):  
Geographical Origin ◽  
Direct Marketing ◽  
Point Of View ◽  
Marketing Practice ◽  
Sales Channels ◽  
Product Regulation ◽  
Local Product ◽  
Marketing Activities ◽  
Historical Heritage ◽  
The Right

Farm-sale, also known as direct sale, provides major opportunities to farmers in the future. This kind of sale is of increasing popularity in Europe, but farmers have to be familiar with the regulations concerning processing and sales. Mainly small and medium farmers prefer direct sale. In this activity, they must compete with an increasing number of hypermarkets, supermarkets and wholesale markets. When talking about direct sale, it means that farmers sell their products directly to customers. There are more options: (i) sale in their own shop, (ii) through a catalogue and (iii) delivery to restaurants and shops. It has to be mentioned that the development of special local products means the products representing a common local value and principally those that can be associated with a specific village due to their historical heritage or tradition. There is no standard or official definition for special local products that includes all the possible factors. Efforts of marketing and rural development experts are needed to identify and market these special products to the appropriate consumers. Meanwhile it has to be noticed that, mainly in Europe, the definition and the possibilities of product regulation concerning geographical origin, are clearly defined and well-known. However, the “protection of geographical origin” is not the same issue as “special local products” mentioned above. In a wider sense, these can be described from a marketing point of view as “local product, common product” that interconnect and integrate villages, people and approaches, but are not regulated and protected legally. These products mentioned above reach the consumer in relatively small quantities, through direct sale, and they are often attached to the services of rural tourism. The local products are also developed to ensure high quality products for the consumer or to attract tourists. People can be proud of them since they cannot be bought anywhere else. Advisers are also helping farmers choose the right sales channels to diversify their marketing activities.

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.

Green Marketing Mix

2019 ◽  
pp. 1611-1629
Author(s):  
Prashant Kumar ◽  
Bhimrao Ghodeswar
Keyword(s):  
Systematic Review ◽  
Literature Review ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Future Research ◽  
Marketing Practice ◽  
Marketing Orientation ◽  
Environmental Actions ◽  
Business Response

The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.

Marketing Orientation Embedding Internet Capability as Best Practice for Medium-Sized Global Firms

2019 ◽  
pp. 111-135
Author(s):  
Maria Giovanna Tongiani ◽  
Claudia Burchielli
Keyword(s):  
Best Practice ◽  
Global Market ◽  
Future Research ◽  
Research Directions ◽  
Marketing Orientation ◽  
The Social ◽  
Marketing Activities ◽  
Future Research Directions ◽  
Different Characteristics ◽  
The Web

Contemporary competition in the distribution sector is becoming increasingly more cut-throat and consumers have multiple channels to choose from for making their purchases, each with different characteristics and practical methods. The objective of this work is to obtain information and identify the elements that allow for highlighting the ability of the medium-sized retailers who use the web and the social media to expand their own reference markets. The information will be acquired by means of interviews with Italian and international (USA and UK) customers of a medium Italian global fashion retailer. The analyses of the results will provide useful indications concerning the marketing activities for the medium retailer firms operating in the global market. This approach is followed by future research directions and a conclusion.

The Importance of Social Media in Destination Choice

2021 ◽  
pp. 119-134
Author(s):  
Neslihan Cavlak
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Destination Choice ◽  
Electronic Word Of Mouth ◽  
Negative Effects ◽  
Goods And Services ◽  
Marketing Activities ◽  
Use Of The Internet ◽  
Short Time

The widespread use of the internet by individuals has brought companies to carry out their marketing activities on social media. Destinations offer goods and services for their customers, just like the companies. They present different kinds of tourism products under their brands. The aim of the destinations is to satisfy their customers' needs and wants. Modern tourists want to choose the best destinations that meet their needs in a short time. This chapter aims to present and discuss conceptually the significance of social media in destination choice of tourists. Therefore, the concept of social media, the relation between social media and the tourism industry, word-of-mouth and electronic word-of-mouth are discussed. Destination choice, the positive and negative effects of electronic word-of-mouth in the tourism industry is also discussed in this chapter. Moreover, a literature review about social media and tourists' destination choice has also been provided.

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