Marketing Strategies in travel and tourism (2007 Fall) Requirement An Individual Mid-Term Take Home Exam One group marketing project (4 persons maximum) A Written Marketing Plan (Due in final week) Oral Presentation (Mid-term/Final) Engagement in Class Discussion (Assigned Reading) Grading Basis Mid-Term Take Home Exam: 30% Group Project: 40% Group Oral Presentation: 20% Class Participation:10% Project Topic: Basically select one destination or festival of your country. Introducing travel and tourism Marketing is a subject of vital concern in travel and tourism because it is the principal management influence which can be brought to bear on the size and behaviour of this major, global market. Accommodation sector Hotels/motels Guest houses/bed & breakfast Farmhouses Apartments/villas/cottages Condominiums/time share resorts Vacation villages/holiday centres Conference/exhibition centres Satic and touring caravan/camping sites marinas Attractions sector Theme parks Museums & galleries National parks Wildlife parks Gardens Heritage sites & centres Sports/activity centres Transport sector Airlines Shipping lines/ferries Railways Bus/coach operators Car rental operators Travel organizers’ sector Tour operators /Tour wholesalers/brokers Retail travel agents Conference organizers Booking agencies ( e.g. accommodation) Incentive travel organizers Destination organization sector National tourist offices (NTOs) Regional/Stat tourist offices Local tourist offices Tourist associations International tourism-1 People who travel to and stay in countries other than their country of residence for less than 1 year are normally described as international tourists. International tourism-2 They are usually treated as the most important market sector of tourism because, compared with domestic tourists, they spend more, stay longer at the destination, use more expensive transport and accommodation, and bring in foreign currency, which contributes to a destination country’s international balance of payments. Domestic tourism People who travel and stay overnight within the boundaries of their own country are classified as domestic tourists. A working definition of travel and tourism Tourism comprises the activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes’, (WTO: 1992-subject to ratification by the UN). The systematic links between demand and supply and the role of marketing Pre-recorded History Travel begins to occur out of sense of adventure and curiosity 4850 B.C.-715 B.C. Egyptians travel to centralized government locations 1760 B.C.-1027 B.C. Shang dynasities establish trade routes to distant locations throughout the Far East 1100 B.C.-800 B.C. Phoenicians develop large sailing fleets for trade and travel throughout their empire 900 B.C.-200 B.C. 500 B.C.-A.D 300 A.D300- A.D 900 Greeks develop common language and currency and traveler services emerge as city-states become destinations Romans improve roads, legal system, inns to further travel for commerce, adventure, and pleasure Mayans establish trade and travel routes in parts of Central and North America A.D 1096- A.D 1295 A.D-1275- A.D 1295 14th-16th centuries European travel on failed religious crusades to retake the Holy Lands from Muslim control ingroduced these military forces to new places and cultures Marco Polo’s travels throughout the Far East begin to heighten interest in travel and trade Trade routes develop as commercial activities grow and merchants venture into new territories A.D1613- A.D 1785 Grand Tour Era makes travel a status symbol for wealthy individuals seeking to experience cultures of the civilized world 18th-19th centuries Industrial Revolution gives rise to technological advances making travel and trade more efficient and expands markets; increasing personal incomes make travel both a business necessity and leisure activity 1841 Thomas Cook organizes first group tour in England 1903 Wright Brothers usher in era of flight with the firswt successful aircraft flight 1913 Westinghouse Corporation institutes paid vacations for its workers 1914 Henry Ford begins mass production of the Model T 1919 First scheduled airline passenger flight debuts between London and Paris 1945 World War II ends and ushers in new era of prosperity, giving rise to millions of people with the time , money , and interest to travel for pleasure and business 1950 Diners Club introduces the first credit card 1952 Jet passenger service inaugurated between London and Johannesburg, South Africa