The video "Tourism Marketing" provides an introductory overview of the concept of marketing within the tourism industry, emphasizing that it is a systematic process rather than just advertising.
Marketing vs. Advertising
The video clarifies that advertising is merely a small, highly visible component of the broader marketing field. Using the metaphor of an iceberg, the presenters explain that while advertising is what
people see at the tip, many other tools exist beneath the surface.
Marketing encompasses a comprehensive approach, including:
Product Development
Pricing
Promotion (which contains advertising)
Distribution/Delivery
The Marketing Pie (PIE Model)
To systematize marketing activities, the video introduces the "Marketing Pie" model, which consists of three core phases:
+----------------------------------------------------
---+
| THE MARKETING PIE |
+-------------------------------------------------------+
| P | Planning | Research, analysis, setting goals,|
| | | writing a marketing plan. |
+-----+-------------+-----------------------------------+
| I | Implementing| Executing the activities and |
| | | delivering services. |
+-----+---
----------+-----------------------------------+
| E | Evaluating | Measuring results against goals |
| | | and adjusting future strategies. |
+-------------------------------------------------------+
This process is described as a continuous cycle. Evaluation leads directly back into the planning phase for the next period, meaning marketing efforts are ongoing.
Definition of Tourism Marketing
Bas
ed on these concepts, the video defines tourism marketing as:
"A systematic process that involves planning, implementing, and evaluating activities aimed at satisfying the needs and wants of tourists."
The primary objective of this process is to satisfy the fundamental needs and desires tourists have for travel and unique experiences.
https://www.youtube.com/watch?v=7sPNnGNDExY
Tourism Marketing
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