About This Chapter
Tourism Marketing - Chapter Summary
This engaging chapter outlines marketing in the tourism industry, including an overview of what marketing is as well as its applications. You'll also study the different markets in the hospitality and tourism industries and how they are impacted by marketing, among other topics. Each short text or video lesson is available on your mobile device or computer and accompanied by a multiple-choice quiz to help keep you on track. Our video lessons are easy to navigate using the timeline tabs feature, which allows you to review specific sections of any video. Reach out to one of our instructors with any questions you might have. This chapter is designed to help you:
- Discuss the different kinds of market segmentation
- Define market demographics
- Differentiate between internal and external influences in marketing strategy
- Give an example of a marketing segmentation variable
- Understand the target market strategies successful businesses use
- Detail branding as it's used in tourism and hospitality
- Explain how brand strength and pricing are used in hospitality and tourism
- Create an advertising message
- Describe successful selling strategies in hospitality and tourism
- Discuss effective hospitality and tourism press relations strategies
- Outline mobile marketing trends
1. Introduction to Marketing: Definition and Applications
In this introductory video lesson on marketing, you'll learn what marketing is, how it's used to reach consumers and why it's important to businesses. You'll also see how exchange is related to marketing.
2. Markets in the Hospitality & Tourism Industries
Hospitality and tourism are large industries in the United States and they affect most citizens in one way or another. This lesson discusses the three major markets that fit within these industries.
3. How Marketing Impacts Hospitality
Marketing helps promote a hospitality location and also helps employees. In this lesson, we will discuss the impact marketing has on the hospitality industry as a whole.
4. Market Segmentation: Geographic, Demographic, Psychographic & More
Marketers must be effective at creating niche segments to promote and sell their products or services. There are five specific ways that markets can be segmented in order to create a successful sales opportunity.
5. What are Market Demographics? - Definition & Overview
A market demographic is a complex slice of the population that is likely to purchase or use a product, and this demographic is the main target of marketing efforts.
6. Marketing Environment: Internal Influences on Marketing Strategy
Sometimes the absolute best marketing plans run into problems. Occasionally, those problems come from within the company. In this lesson, we'll take a look at internal influences on marketing strategy.
7. Marketing Environment: External Influences on Marketing Strategy
What influences how a business sells its products - and itself? In this lesson, you will learn more about external influences that affect the marketing strategy of a business.
8. Segmentation Variables in Marketing: Definition & Examples
Market segmentation is a method used by marketers to help identify the most profitable customers for their product or service. You will learn four approaches to market segmentation that include demographic, geographic, psychographic, and behavioral.
9. Target Market Strategies for Successful Business
If you've ever felt persuaded to buy an item by an ad, you've likely been defined as part of a target market. Though you may not know it, advertisements are created specifically for people similar to you. In this lesson, you'll learn how marketing firms identify a target market, create basic target market strategies and use a marketing mix for a product or service.
10. Branding in Hospitality & Tourism: Traits & Examples
Creating a brand should be a priority in establishing your company's reputation and expectations. By having a solid brand presence, you can help consumers feel confident that your services and products will be consistent and meet their needs.
11. Brand Strength & Pricing in Hospitality & Tourism
As your grow your business, brand strength and pricing are two aspects that can affect how customers relate to your product. Learn how to make your brand stronger and associate the brand to pricing strategies.
12. Marketing Channels of Distribution in the Hospitality & Tourism Industry
Creating a marketing channel of distribution can have a positive impact on the hospitality and tourism industry. It is important to understand how this concept applies to services, as they have a substantial impact on the industry.
13. Creating an Advertising Message in the Hospitality & Tourism Industry
Creating an effective advertising message takes a conscious effort, but there are steps you can follow to improve your message and get more response from your target market. Use this lesson to learn how to craft a solid advertising message for the hospitality and tourism industry.
14. Selling Strategies in the Hospitality & Tourism Industry
Understanding the steps to effective selling can enhance your efforts in the hospitality and tourism industry. In this lesson, you'll learn more about selling strategies, from prospecting to following through after the sale.
15. Press Relations Strategies in Hospitality & Tourism
Press relations can be a helpful and immediate way to get free coverage for events and newsworthy happenings at your hospitality or tourism business. Use the tips in this lesson to create meaningful relationships with your local press, journalists, and media.
16. Trends in Mobile Marketing
Smartphones have revolutionized how businesses communicate with their customers. With the use of mobile marketing, efficiency and effectiveness of marketing activities has increased. This lesson explains how mobile marketing works.
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Other chapters within the Hospitality 105: Introduction to the Tourism & Travel Industry course
- Overview of the Tourism Industry
- Consumer Behavior of Travelers
- World Tourism Organizations
- Tourism Policy & Planning
- Tourism Economics
- Lodging Classifications
- Lodging Operations
- Food & Beverage Operations
- Transportation in Tourism Management
- Recreation Organizations in Tourism Management
- Intermediaries in Tourism Management
- Global Issues Affecting Tourism
- Tourism & Hospitality Trends
- Tourism & Travel Careers
- Studying for Hospitality 105