Assignment on tourism marketing

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 Chapter 1

Q 1 ) Define tourism?

In 1981, the International Association of Scientific Experts in Tourism defined tourism in terms
of particular activities selected by choice and undertaken outside the home.

Q 2 ) What are the most visited countries in the world?

The 10 most visited countries in the world are given below in order :-

1. France
2. United States
3. Spain
4. China
5. Italy
6. United Kingdom
7. Turkey
8. Germany
9. Malaysia
10. Mexico

Q 3 ) What do you mean by leisure tourism?

Leisure travel was associated with the Industrial Revolution in the United Kingdom – the first
European country to promote leisure time to the increasing industrial population. Initially, this
applied to the owners of the machinery of production, the economic oligarchy, the factory
owners and the traders. These comprised the new middle class. Cox & Kings was the first official
travel company to be formed in 1758.

Q 4 ) What are different types of tourism ?

The different types of tourism are :-

 1. Leisure Tourism
2. Winter tourism
3. Mass Tourism
4. Adjectival Tourism
5. Sustainable Tourism
6. Ecotourism
7. Pro-poor Tourism
8. Recession Tourism
9. Medical Tourism
10. Educational Tourism
11. Creative Tourism
12. Dark Tourism
13. Sports Tourism

Q 5 ) Explain Ecotourism.

Ecotourism, also known as ecological tourism, is responsible travel to fragile, pristine, and
usually protected areas that strives to be low impact and (often) small scale. It helps educate
the traveler; provides funds for conservation; directly benefits the economic development and
political empowerment of local communities; and fosters respect for different cultures and for
human

Q 6 ) Tourism is a human right . Discuss about it .

On the 15th of April 2010, European Commissioner Antonio Tajani attracted attention and

criticism after the British newspaper, The Sunday Times, reported he had unveiled a plan
declaring tourism as a human right. According to the article, pensioners, youths and those too
poor to afford it should have their travel subsidised by the taxpayer. Tajani's program will be
piloted until 2013 and then put into full operation. In introducing his plan, Tajani stated,
"Travelling for tourism today is a right. The way we spend our holidays is a formidable indicator
of our quality of life." His spokesman added, "Why should someone from the Mediterranean
not be able to travel to Edinburgh in summer for a breath of cool, fresh air; why should
someone from Edinburgh not be able to travel to Greece in winter?" EurActiv, an independent
media portal, criticized the article by The Sunday Times as an example of misleading
information about the EU to appear in the British press and then picked up by other Anglo-
Saxon media and blogs, and Erective stated that "the article on The Sunday Times never quotes
the commissioner as having made such a statement. Nevertheless, it pursues the argument
under the headline "Brussels decrees holidays as a human right," underlining the alleged
"hundreds of millions of pounds" that pursuing the idea would cost taxpayers." Wikipedia was
criticized by EurActiv regarding the difficulty that Commissioner Tajani's team had with
changing the wrong information on the encyclopedia, and echoed European Commission
spokesperson Pia Ahrenkilde Hansen's statement that "ethics in digital communications is
definitely a subject which deserves to be addressed."

Chapter 2

Q 1 ) Discuss about any five states important tourist spots.

Goa

Goa is noted for its resorts and beaches. Goa is famous for its excellent beaches, Portuguese
churches,Hindu temples, and wildlife sanctuaries. The Basilica of Bom Jesus, Mangueshi
Temple, Dudhsagar Falls, and Shantadurga are famous attractions in Goa. Recently a Wax
Museum (Wax World) has also opened in Old Goa housing a number of wax personalities of
Indian history, culture and heritage.

Kerala

Kerala is famous especially for its ecotourism initiatives. Its unique culture and traditions,
coupled with its varied demography, has made it one of the most popular tourist destinations in
India. Growing at a rate of 13.31%, the tourism industry significantly contributes to the state's
economy.

Kerala is known for its tropical backwaters and pristine beaches such as Kovalam.

Maharashtra
Ajanta Caves, Ellora Caves and Victoria Terminus are 3 main tourist spots in Maharashtra.

Mumbai is known for its architecture, from the ancient Elephanta Caves, to the Islamic Haji
Ali Mosque, to the colonial architecture of Bombay High Court and Victoria Terminus.

Maharashtra also has numerous adventure tourism destinations, including paragliding, rock

climbing, canoeing, kayaking, snorkeling, and scuba diving in places like Kolad, Tarkarli, Koyna,
Manor. Maharashtra also has several pristine national parks and reserves, some of the best
ones are Tadoba with excellent accommodation and safari experiences besides little known by
amazing wildlife destinations like Koyna, Nagzira (very small with incredible sightings), Melghat
(disturbed with massive mining truck movement), Dajipur, Radhanagari and of course the only
national park within metropolic city limits in the world - Sanjay Gandhi National Park.

The Bibi Ka Maqbara at Aurangabad the Mahalakshmi temple at Kolhapur, the cities

of Nashik, Trimbak famous for religious importance and the city of Punethe seat of the Maratha
Empire and the fantastic Ganesh Chaturthi celebrations together contribute for the Tourism
sector of Mahrashtra.

Meghalaya

Meghalaya has 2 National Parks and 3 Wildlife Sanctuaries. Meghalaya also offers many
adventure tourism opportunities in the form of mountaineering, rock climbing, trekking and
hiking, water sports etc. The state offers several trekking routes some of which also afford and
opportunity to encounter some rare animals such as the slow loris, assorted deer and bear.
The Umiam Lakehas a water sports complex with facilities such as rowboats, paddleboats,
sailing boats, cruise-boats, water-scooters and speedboats.

Cherrapunjee is one of the most popular tourist spots in North East of India. It lies to the south
of the capital Shillong. The town is very well known and needs little publicity. A rather scenic, 50
kilometer long road, connects Cherrapunjee with Shillong.
The popular waterfalls in the state are the Elephant Falls, Shadthum Falls, Weinia falls, Bishop
Falls, Nohkalikai Falls, Langshiang falls and Sweet Falls. The hot springs at Jakrem near
Mawsynram are believed to have curative and medicinal properties.

Pondicherry

The Union Territory of Pondicherry comprises four coastal regions via- Pondicherry, Karakul,
Maher and Yana. Pondicherry is the Capital of this Union Territory and one of the most popular
tourist destinations in South India. Pondicherry has been described by National Geographic as
"a glowing highlight of subcontinental sojourn". The city has many beautiful colonial buildings,
churches, temples, and statues, which, combined with the systematic town planning and the
well planned French style avenues, still preserve much of the colonial ambience.

Q 2 ) Give a brief on fauna in India.

India is home to several well known large mammals including the Asian Elephant, Bengal
Tiger, Asiatic Lion, Leopard and Indian Rhinoceros, often engrained culturally and religiously
often being associated with deities. Other well known large Indian mammals include ungulates
such as the domestic Asian Water buffalo, wild Asian Water buffalo, Nilgai, Gaur and several
species of deer and antelope. Some members of the dog family such as the Indian Wolf, Bengal
Fox, Golden Jackal and the Dhole or Wild Dogs are also widely distributed. It is also home to
the Stripe Hyaena, Macaques, Langurs and Mongoose species. India also has a large variety of
protected wildlife. The country's protected wilderness consists of 75 National parks of India and
421 Sanctuaries, of which 19 fall under the purview of Project Tiger. Its climatic and geographic
diversity makes it the home of over 350 mammals and 1200 bird species, many of which are
unique to the subcontinent.

Some well known national wildlife sanctuaries include Bharatpur, Corbett, Kahna, Karziranga,
Periyar, Ranthambore and Sariska. The world's largest mangrove forest Sundarbans is located in
southern West Bengal. The Sundarbans and Keoladev National
Park in Rajasthan is UNESCO World Heritage Site.

Q 3 ) Write an essay on adventure tourism.

The different oppurtunities for adventure tourism are :-

1. River rafting and kayaking in Himalayas
2. Mountain climbing in Himalayas
3. Rock climbing in Madhya Pradesh
4. Skiing in Gulmarg or Auli
5. Boat racing in Bhopal
6. Paragliding in Maharashtra

Q 4 ) Explain about tourist spots in hill stations and beaches in India .

Most famous hill stations are:

1. Mount Abu , Rajasthan

2. Pachmarhi, Madhya Pradesh - It is also known as The Queen of Satpura.
3. Araku, Andhra Pradesh
4. Gulmarg, Srinagar and Ladakh in Jammu and Kashmir
5. Darjeeling in West Bengal
6. Munnar in Kerala
7. Ooty and Kodaikanal in Tamil Nadu
8. Shillong in Meghalaya
9. Shimla, Kullu in Himachal Pradesh
10. Nainital in Uttarakhand
11. Gangtok in Sikkim
12. Mussoorie in Uttarakhand
13. Manali in Himachal Pradesh
14. Mahabaleshwar in Maharashtra

Some of the famous tourist beaches are:

1. Beaches of Vizag, Andhra Pradesh

2. Beaches of Puri, Orissa
3. Beaches of Digha, West Bengal
 4. Beaches of Goa
5. Kovalam Beach, Kerala
6. Marina Beach, Chennai
7. Beaches of Mahabalipuram
8. Beaches in Mumbai
9. Beaches of Diu
10. Beaches of Midnapore, West Bengal
11. Andaman and Nicobar Islands
12. Lakshadweep Islands

Q 5 ) Give details on the historical monuments.

1. The Taj Mahal is one of India's best-known sites and one of the best architectural
achievements in India. Located in Agra, it was built between 1631 and 1653 by
Emperor Shah Jahan in honor of his wife, Arjumand Banu, more popularly known
as Mumtaz Mahal. The Taj Mahal serves as her tomb.
2. The Mahabodhi Temple A 2000 year old temple dedicated to Gautam Buddha in Bodh
Gaya. It is a UNESCO World Heritage Site.
3. The Nalanda Vishvavidyalaya, located in the Indian State of Bihar, was a Buddhist center
of learning from 427 C.E to 1197 C.E partly under the Pala Empire. It has been called
"one of the first great universities in recorded history”. According to historical studies
the University of Nalanda was established 450 C.E under the patronage of the Gupta
emperors, notably Kumaragupta.
4. The Brihadishwara Temple in Thanjavur, Tamil nadu built by the Cholas, this temple is
one of India's most prized architectural sites.
5. The Airavateswara temple located in the town of Darasuram, near Kumbakonam, Tamil
nadu.
6. The Shore Temple, along with the collection of other monuments in Mahabalipuram,
Tamil nadu have been declared as UNESCO World Heritage Sites.
 7. The Golden Temple is one of the most respected temples in India and the most sacred
place for Sikhs. The Golden Temple is located in Amritsar, Punjab, India.
8. The Bahá'í temple in Delhi, was completed in 1986 and serves as the Mother Temple of
the Indian Subcontinent. It has won numerous architectural awards and been featured
in hundreds of newspaper and magazine articles. (It is also known as the Lotus Temple.)
9. The Hawa Mahal in Jaipur also known as Palace of Winds is major attraction in Jaipur.
10. The Taj Mahal Palace is an icon of Mumbai.
11. The Victoria Memorial in Kolkata

Chapter 3

Q 1 ) Define marketing.

According to Philip Kilter ,“Marketing is the analysis, planning, implementation, and control of
carefully formulated programs designed to bring about voluntary exchanges of values with
target markets for the purpose of achieving organisational objectives. It relies heavily on
designing the organisation’s offering in terms of the target markets’ needs and desires, and on
using effective pricing, communication, and distribution to inform, motivate, and service the
markets”.

Q 2 ) What is the difference between selling and marketing ?

It was mentioned earlier that many persons confuse marketing with selling whereas they are
totally difference has been described by Levitt as , “Selling focuses on the needs of the seller;
marketing on the needs of the buyer. Selling is preoccupied with the seller’s need to convert his
product into cash; marketing with the idea of satisfying the needs of the customer by means of
the product and the whole cluster of things associated with creating, delivering and finally
consuming it”.

Thus, according to the sales concept or sales orientation, an organisation believes that the size
of the market can be increased by the selling effort. Such an organisation does not changes its
product according to the consumer needs but on the contrary increases its advertising,
personnel selling, sales promotion and other demand-creating activities for the product. The
aim is to achieve profits by increasing the volume of sales. According to Kolter.

“A sales orientation holds that the main task of the organisation is to stimulate the interest in
potential consumers in the organisation existing products and services”

Contrary to this, in the market concept or market orientation, the focus is on customer needs,
where marketing is utilised to gain profits through customer satisfaction. According to Kolter:

“A marketing orientation holds that the main task of the organisation is to determine the needs
and wants of target markets and to satisfy them through the design, communication, pricing,
and delivery of appropriate and competitively viable products and services”.

Many organisation in tourism go by the product orientation approach which according Kotler
means:

“That the major task of a services of products. This approach does not take into account the
consumers’ needs or attitudes etc. Similarly, the selling orientation focuses on the needs of the
seller and ignores the needs of the tourists needs and want etc., taken care of. This has been
described by some as an exercise of “putting yourself in the tourist shoes”.

Q 3 ) What are the features of Tourism Marketing ?

The marketing of tourism is different from other products because tourism is a service product
where instead of selling physical goods an intangible experience is sold. In Unit-4 of TS-3 you
have already been acquainted with the characteristics of the tourism services. However, very
briefly we once again mention certain aspects of the tourism product:

It is not possible to evaluate or demonstrate the tourism product in advance. This is because
the services are consumed and felt at the same time.

The tourist not only buys the product but also feels the product and is involved in it.

The tourism products cannot be stored.

The tourist buys the experience and does not own the product.

The tourism product is a combination of several services.

In the designing and package of tourism product a number of intermediaries are involved. Bad
experience at one level can spoil the entire image of the product or service.

The demand in tourism is highly elastic and seasonal in nature.

Some of the problems faced by the tourism industry for the purposes of marketing are there
because of its own lack of efforts in the area. For example, few in the industry go for market
research as the industry is dominated by small business which lacks in both expertise as well as
resources for adopting a marketing approach. Most of the time a short term outlook is adopted
rather than a long term approach. The presence of too many intermediaries affects the quality
controls and leads to consumer dissatisfaction. The resource crunch affects the marketing
efforts, particularly for making a presence in the international markets. The approach adopted
by the organisations is to deal through intermediaries rather than approaching the market on
their own. The consumer of the tourism products and services in future is going to be different
from that of today. The emergence of specialised tourism is going to make more demands on
the industry in relation to the consumer needs. Competition is already on the increase and
hence more and more consumer satisfaction will be the key to success. A major challenge for
tourism marketing is coming in the form of consumer protection laws and eco-friendly
destinations. Time is not far when in spite of the best marketing efforts if consumer protection
and unpolluted environment do not form a part of the marketing package, the destination,
product or service is bound to be adversely effected.

Q 4 ) What are the skills required to be a marketing manager ?

 Marketing Manager must possess the following personal qualities to be a successful

practitioner:
 He or she should be very energetic, active, competitive and aggressive by nature,
 He or she should be creative in terms of seeking new opportunities and to exploit
them for the organisation’s benefit.
  He or she should have the skill and confidence to analyse, appreciate and interpret
the data in relation to marketing.
 He or she should have the quality of judgement for taking marketing decisions and
evaluating risks, besides being a good administrator and strategist.
 He or she must develop a marketing orientation along with sensitivity towards
consumer needs and attitudes.

Q 5 ) How would you make a marketing plan ?

 Defining the marketing objectives and goals of the organisation along with an
executive summary of these.
 It should take into account the situation analysis. This takes into account the
background, forecast, opportunities and threats and strengths and weaknesses.
 Based on these aspects a marketing strategy is devised taking into account the
target markets, marketing mix and the levels of marketing expenditure, i.e., the
marketing budget.
 Next step involves the action programme keeping in view a timeframe.
 The marketing plan should also specify the methods of monitoring and controls. This
should take into account:
 Sales analysis,
 Market share,
 Marketing expenses, and
 Checking customer attitudes towards the organisations’ products and services.

Chapter 3

Q 1 ) What do you understand by market segmentation?

According to Victor TC Middleton “Market segmentation is the process whereby producers
organise their knowledge of customer groups and select for particular attention, those whose
needs and want they are best able to supply with their products”.

Hence, Market segmentation involves a division of the prospective market into identifiable
groups. In simple words it can be defined as the division of a market into groups of segments
having similar wants.

Q 2 ) What type of questions should you ask before you group tourists ?

What:

Factors influence the tourist demand?

Service do the tourist expect?

Is the basis for tourists comparing your product with other products?

Benefits do the tourists seek?

Risks do the tourists perceive?

Are the tastes of the tourists?

How:

Do tourists buy?

Much are the tourists willing to spend?

Many vacations do the tourists take in a year?

Does promotion and advertising effect the tourists’ demand?

Does the product fit into the life styles tourists?

Where:

Is the decision made by tourists to buy?

Do the tourists seed information about the product?

Do the tourists buy the product?

When:

Do the tourists take a vacation?

Do the tourists make a decision to buy the product?

Is the product repurchased?

Why:

Do the tourists buy your product?

Do the tourists choose one destination over the other?

Do the tourists to a particular destination?

Do the tourists prefer one type of service and not her other?

Do the tourists buy your competitors’ products?

Who:

Buys your product?

Buys your competitors products?

Are likely to buy your product?

May not be interested in your product?

Q 3 ) Using a formula explain your target for marketing

Target for marketing = characteristics + demographic profile

Q 4 ) Explain Segmentation theory .

Market segmentation involves a division of the prospective market into identifiable groups. In
simple words it can be defined as the division of a market into groups of segments having
similar wants. This theory is opposed to a diluting of efforts by appealing to an entire market. It
is based on a realisation of the fact that a product can be sold more effectively if efforts are
concentrated towards those groups which are most potential. Phillip Kotter is of the view that
different “competitors will be in the best position to go after particular segmentation of the
market”. At the same time he mentions that this is not always the practise. The organisations,
in their thinking about operating in a market have generally passed through the following three
stages:

1. Mass Marketing: This is a marketing style where the organisation makes efforts to
attract every eligible buyer to use its product which has been mass-product and will be
mass distributed. Here no attention is paid to consumer preferences.
2. Product Differentiated Marketing: In this marketing style the organisation produces two
or more products for the entire market. These products might have different
characteristics but they are not designed for any different group(s). Rather they only
provide alternatives to every buyer in the market.
3. Target Marketing: Here, the organisation:

Differentiate amongst varied market segments,

Focuses on one or more of these segments (target), and

Develops the product to meet the needs of the target market.

In tourism, the organisation practises each style of marketing though the emphasis on target
marketing is gaining ground. Let us take the example of Indian Railways vis-a-viz the tourist
market.

 Under stage-1, trains are available for everyone to travel.

 Under Stage-2, the railways offer Deluxe, Rajdhane or Shatabdi trains.
 Under stage-3, trains like Palace on the Wheels or the Royal Orient are there which have
a set target of customer from among the up budget tourist market.
The shift of emphasis is because of the benefits in market segmentation.

 By selection the market niches i.e. suitable markets, an organisation can exploit the
market much better,
 An organisation can focus its strategies more appropriately on target groups, or
 Customer loyalties can be instituted through segmented marketing because the product
matches the needs of the segment.

Chapter 5

Q 1 ) Explain about demographic and life style trends?

Changing demographics and lifestyles are having a major impact on R/T participation. An

assessment of these trends is important to understand how they will likely affect your business
or community. 

Some of the important trends that bear watching: 

(1) population growth and movement; 

(2) rural community growth compared to metropolitan areas; 

(3) number of adult women employed outside the home; 

(4) the number of households is growing, especially non family and single parent households,
but family size is decreasing; 

(5) the impact of two wage earner households on real family income; 

(6) the number of retired persons with the financial 

ability to travel; 
(7) better health to an older age; and 

(8) continued aging of the population (we are becoming a middle aged society). 

Q 2 ) What is business and community profiles?

Too many communities attempt to market themselves as tourist destinations without accurate
information about their resources (facilities, services, staff), image (projected vs. actual), and
how well their customers are satisfied. Without this information, it is difficult to make other
decisions in the planning process. Included should be such things as recreational
and entertainment facilities, cultural and historic sites, 
overnight accommodations, restaurants, shopping opportunities, special events and activities,
staff size, and transportation. Each item of the "inventory" should also be assessed in terms of
quality and availability.

Q 3 ) Explain market segmentation?

Marketing is strongly based on market segmentation and target marketing. Market

segmentation is the process of: 
(1) taking existing and/or potential customers/visitors (market) and categorizing them into
groups with similar preferences referred to as "market segments;" 

(2) selecting the most promising segments as "target markets" and 

(3) designing "marketing mixes," or strategies (combination of the 4 Ps), which satisfy the
special 
needs, desires and behaviour of the target markets. 

There is no unique or best way to segment markets, but ways in which customers can be
grouped are: 

(1) location of residence---instate, out-of-state, local; 

(2) demographics---age, income, family status, education; 

(3) equipment ownership/use---RV's, sailboats, canoes, 

tents, snowmobiles; 

(4) important product attributes---price, quality, 

quantity; and 

(5) lifestyle attributes---activities, interests, 

opinions. 
Q 4 ) Explain market strategy mix?

The marketing strategy, or mix, should be viewed as a package of offerings designed to attract
and serve the customer or visitor. Recreation and tourism businesses and communities should
develop both external and internal marketing mixes for different target markets. 

External Mix 
The external marketing mix includes product/service, price, place/location, and promotion. 

Product 
Earlier we said the principal products that recreation and tourism businesses provide are
recreational 
experiences and hospitality. The factors that create a quality recreational experience often
differ among people. A quality experience for one skier might include an uncrowned, steep
slope. To another it might be a good restaurant and a chance to socialize. Decisions on what
facilities, programs and services to provide should be based on the needs and desires of the
target market(s). They should not be based on the preferences of the owner/manager or
necessarily on what the competition is providing. 
Recognize that a recreational/tourism experience includes five elements: trip planning and
anticipation; travel to the site/area; the experience at the site; travel back home; and
recollection. Businesses should look for ways to enhance the quality of the overall experience
during all phases of the trip. This could be accomplished by providing trip planning packages
which include maps, attractions en route and on site, and information regarding lodging, food
and quality souvenirs and mementos. 
Recreation and tourism businesses should also view their service/product in generic terms.
Thinking of products/services in this manner helps focus more attention on the experiences
desired by customers and also the facilities, programs and services that will produce those
experiences. For example, campgrounds are the business of providing recreational "lodging"
not just campsites to park an RV or set up a tent. Marinas should provide recreational "boating"
experiences, not just slippage. 
Location and Accessibility---Place 
Too many tourism businesses and communities fail to recognize their role in improving travel to
and from their areas. They focus instead on servicing the customer once they arrive at the
site/community. A bad experience getting to or leaving an R/T site can adversely affect
a person's travel experience. Ways to help prevent this include: 

(1) providing directions and maps; 

(2) providing estimates of travel time and distances from different market areas; 

(3) recommending direct and scenic travel routes; 

(4) identifying attractions and support facilities along different travel routes; and 
(5) informing potential customers of alternative travel methods to the area such as airlines and
railroads. 

Potential businesses should also carefully assess alternative locations for: 

(1) distance and accessibility to target markets; 

(2) location of competitors with respect to target markets; 

(3) modes of travel serving the area; and 

(4) other attractions and activities that might induce travel to the area. 

Pricing 
Price is one of the most important and visible elements of the marketing mix. When setting
prices it is important to take into consideration all of the following: 
(1) business and target market objectives; 

(2) the full cost of producing, delivering and promoting the product; 

(3) the willingness of the target market to pay for the product or service you provide; 

(4) prices charged by competitors offering a similar product/service to the same target

market(s); 

(5) the availability and prices of substitute products/services (for example, campgrounds,

motels, and 
bed and breakfast are all substitutes for lodging); 

(6) the economic climate (local and national); and 

(7) The possibility of stimulating high profit products/services (such as boats) by offering
related 
services (such as maintenance) at or below cost. 

When establishing prices, R/T businesses should give attention to pricing strategies which may
encourage off season and non-peak period sales, longer stays, group business, and the sale of
package plans (combination of room, meals, and recreational facilities). For
additional information on pricing, see Extension bulletin E-1999. 

Promotion 
Promotion provides target audiences with accurate and timely information to help them decide
whether to visit your community or business. The information should be of importance and
practical use to the potential or existing visitor and also accurate. Misrepresentation often
leads to dissatisfied customers and poor recommendations. Don't make claims you cannot live
up to. 

Developing a promotional campaign is not a science with hard and fast rules. Making decisions
regarding which type or combination of promotion types to use (personal selling, advertising,
sales promotions, or publicity) is not always easy. If, however, you follow a logical process and
do the necessary research, chances for success will be improved. It will be necessary to
make decisions regarding: 

(1) Target audience---the group you are aiming at; 

(2) Image---that which your community or business wants to create or reinforce; 

(3) Objectives---those of the promotional campaign; 

(4) Budget---the amount of money available for your promotion; 

(5) Timing---when and how often should your promotions appear; 

(6) Media---which methods (television, radio, newspaper, magazine) will most effectively and
efficiently 
communicate your message to the target audience; and 

(7) Evaluation---how can the effectiveness of the promotional campaign be determined. 

Internal Mix 
As stated, marketing services such as recreation and tourism differ from marketing tangible
products. 
Recreation and tourism businesses must direct as much attention at marketing to customers on
site as they do to attracting them. In this respect, internal marketing is important because
dissatisfied customers can effectively cancel out an otherwise effective marketing strategy. 

The success of internal marketing is dependent on creating an atmosphere in which employees

desire to give good service and sell the business/community to visitors. To create such an
atmosphere requires the following four 
important elements: 

(1) Hospitality and Guest Relations---An organization wide emphasis on hospitality and guest
relations, 
including a customer oriented attitude on the part of the owners and managers as well as the
employees. If the owner/manager is not customer sensitive, it is unlikely the lower paid
employees will be. 

(2) Quality Control---A program which focuses on improving both the technical quality (the
standards associated with what the customer receives) and the functional quality (the
standards associated with how the -customer receives the service). All employees who
come into contact with customers should receive hospitality training. 

(3) Personal Selling---Training the staff in the selling aspects of the property (business) or
community. This 
also includes rewarding them for their efforts. By being informed about the marketing
objectives, and their role in accomplishing those objectives, they can help increase sales. 

(4) Employee Morale---Programs and incentives aimed at maintaining employee morale. The
incentives can be both monetary and non-monetary. 

A customer oriented atmosphere usually results in customers that are more satisfied, do less
complaining and are more pleasant to serve. This helps build employee morale, their desire to
provide good service and their efficiency. 

Q 5 ) Write an essay on marketing budget?

Successful marketing requires that sufficient money and personnel time be made available to
implement activities comprising the marketing strategy. A marketing budget is a financial plan
which shows the total amount to be spent on marketing during different times of the year and
how it is to be allocated among alternative activities. 
Separate marketing budgets should be developed for each marketing mix strategy. The
separate budgets should then be aggregated to develop an overall marketing budget. If the
total amount is too great it will be necessary to modify the overall objectives and the target
market objectives, narrow down or drop target markets, or adjust marketing mixes. The final
budget should be realistic given your objectives. When deciding on a marketing budget,
consideration should be given to the job that needs to be done as defined by the objectives.
Basing marketing budgets on some percent of sales or what the competition spends usually
leads to over spending or under spending. Decisions should also be based on the costs,
projected revenues, and desired profitability of different activities, not just costs alone.
Successful marketing activities will generate additional revenues which can be projected based
on the marketing objectives (such as increase off season stay by 5%). 

Although budgets should be viewed as flexible plans, every effort should be made to adhere to
them. Revisions in the budget should only be made after careful consideration of the likely
impact of the change on the marketing mix and accomplishment of your objectives.