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mThe Ten “P’s” of Travel, Tourism and Hospitality Marketing* * From Best Practices for International Tourism Development for Rural Communities (2002) by David L. Edgell, Sr., PHD Marketing… “…. to design a product/service combination that provides real value to targeted customers, motivates purchase, and fulfills genuine customer needs.” -James Makens et al., Marketing for Hospitality and Tourism, 1999 Ten “P’s” 1. Product The tourism product differs from other products due to the wide range it covers, including such areas as accommodations, transportation, food, recreation and attractions. Often the product includes intangibles such as history, culture and natural beauty. Many times the hospitality or tourism product is…show more content…
Programming, just as any marketing, should include a plan of action including the customer groups to which it is to be aimed. Ten “P’s” 8. Positioning Finding a special place in the market for the product to differentiate from your competitors. Niche marketing is a case in point. Identify a set of possible competitive advantages upon which to build a position. Select the right competitive advantage. Effective communication and delivery of the chosen position to a selected target market. 1. 2. 3. Ten “P’s” 9. People The people who sell and service your product are an extremely important part of tourism marketing. Friendly personal service and trained employees can make or break a tourism business. Because much of the tourism industry is based upon wordof-mouth advertisingparticularly about the service received- what your customers say after they depart can thrust your business forward or send it into a downward spiral. Ten “P’s” 10. Planning An important part of a viable business plan is to develop a strategic marketing plan in an effort to identify customer expectations. Research and planning also helps design and devise means by which you can meet these expectations. Provides a road map. Is a working document. To be effective the plan must be maintained, reviewed and revised. Should have an annual marketing plan, with a component that mentions long-term goals as well. 10. Planning (cont) A marketing plan should

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