Download e-book for kindle: Marketing for tourism by J Christopher Holloway; Dawsonera

By J Christopher Holloway; Dawsonera

ISBN-10: 1405871148

ISBN-13: 9781405871143

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Sample text

The nature of tourism services Since we are dealing throughout this book with a service industry, we shall look at the nature of services to understand how their marketing needs, and those of tourism The marketing perspective n 17 services in particular, differ from those of goods. There are four main factors to be considered: n intangibility n heterogeneity n perishability n inseparability. First, services are intangible. They cannot be inspected or sampled in advance of their purchase, therefore an element of risk is involved on the part of the purchaser.

Managers need to be able to judge their cash flow position, since without knowing how much money will be flowing into a company, it will not be possible to predict whether funds will be adequate to pay the organisation’s running costs, such as salaries. The marketing plan determines what needs to be sold in a given period, at a given price, and how this is to be achieved, to meet operating costs. Marketing planning n 25 Beyond this, the company must plan to achieve its longer-term objectives. This could mean finding additional sources of capital for future investment.

With little consumer loyalty or perception of difference between operators, many holidays are booked after meticulous comparisons between the brochure offerings of the different companies. In some countries, entry to the market may be controlled by government legislation, a political constraint, but in most countries a relatively free market exists, in which, subject to satisfying certain criteria, any company can enter and trade. There will, however, be legal considerations to take into account; licences may have to be obtained and restrictions on night flights may inhibit 24-hour operations.

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Marketing for tourism by J Christopher Holloway; Dawsonera


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