Principles of Marketing in Tourism

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The principles of marketing in tourism correspond to the general objectives of marketing. These include:

profit growth (economic effect);

achieving goals by combining pakistan mobile phone numbers database different techniques;

implementation of specific actions in the tourism services market in accordance with its specifics;

defining long-term goals;

monitoring the market situation and promptly taking measures when circumstances change.

Principles of Marketing in Tourism

Marketing strategy in any market, and in particular in the tourism market, has its own characteristics and can be successfully implemented only if:

There are many similar services offered on the market;

companies are actively competing to attract customers;

market participants can interact freely.

Fulfilment of these conditions is necessary so that the use of marketing mechanisms by a particular company is appropriate and produces good results.

When conducting marketing, a travel agency, like other independent market participants, must take systematic actions. If this rule is not followed, i.e. if there is no clear marketing concept, a significant risk arises in the conditions of high competition between companies providing travel services.


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The relationship between product life cycle and marketing strategy in tourism
When analyzing the state of the tourism services market, it is important to remember that they have a life cycle, which includes four phases:

implementation – the first stage of a tourist product’s existence, associated with large investments in production and marketing, when the company strives to attract the attention of the audience. At the same time, the income from the sale of tours is small. The number of buyers grows extremely slowly;

growth is a sign that clients are beginning to value the services of a travel agency and are increasingly turning to them. Accordingly, profits increase, and promotion costs become moderate. At the same time, competitors are trying to get ahead and offer similar services, which means that the company should focus its efforts on developing its product;

maturity – a situation when the bulk of the target audience has already used the tourist service, as a result of which interest in the company decreases. At the same time, sales decrease, more funds have to be spent on promotion, as a result of which the company receives less profit.

At this stage, the main task is to maintain the current market position. To do this, companies resort to price reduction, large-scale advertising campaigns, product differentiation, and improvement of its characteristics. Otherwise, there will be a decline.

A recession is a period of rapid decline in sales and profits. It is often a consequence of changing consumer preferences or the introduction of improved products to the market. To avoid this, some companies use all sorts of sales promotion mechanisms: product modernization, expanded service, sales, etc. However, sooner or later a critical moment comes when the product leaves the market and more modern tourism services appear in its place.

Thus, the marketing plan in a travel company is drawn up taking into account the current phase of the product life cycle. Non-standard curves, such as a curve with a repeated cycle, can be used to describe the life cycle.

The stages of growth and maturity of a tourism product are repeated if optimal sales growth was achieved during the decline stage.