Tourism Marketing and Its Issues - Case Study Example

Running Head: TOURISM MARKETING Tourism Marketing [Writer’s Name] [Name of Institute] Tourism Marketing Introduction – Marketing And Its Issues As we enter a new era of tourism, even the highest and least hospitable spot in the world, the top of Mount Everest, has become something of a tourist destination. Interested parties can pay up to US$65,000 to one of several competing commercial companies in an attempt to get their name in the roll call of those who have reached its summit. The relative and absolute importance of tourism marketing in tourist’s expenditure budgets has risen dramatically, with consequences not only for the welfare of tourists themselves but also for the residents of the areas they visit. The large numbers of tourists and the scale of their expenditure have considerable effects on the income, employment, government revenue, balance of payments, environments and culture of destination areas. A fall in demand can bring about decreases in living standards and rises in unemployment, while increased demand can result in higher employment, income, output and/or inflation and may threaten environmental quality and sustainability. Furthermore, tourism firms are confronted by changing revenue and profits and governments experience changing tax revenue and expenditure. Thus, tourism demand affects all sectors of an economy—individuals and households, private businesses and the public sector. The question of whether marketing care and development are compatible has been a focus of debates on sustainable development of tourism, particularly in the South. It is often argued that economic development; export-oriented growth and industrialization are forms of development inimical to marketing of tourism. Marketing of Tourism has been increasingly promoted as a path to development that can satisfy the needs of tourist’s and development of tourism. Tourism is often regarded as a way out of the classic problem of earning foreign exchange without destroying the environmental 'resource' base and compromising sustainability. Tour operators have not been slow to recognize the potential for marketing developing countries as sustainable tourism or eco-tourism destinations. Development strategies based on tourism are very much part of the neo-liberal debate about comparative advantage, which advocates that each state should concentrate on exporting goods that it is naturally best at producing. Developing countries are considered to have a comparative advantage in tourism because they attract tourists from the North who seek sunshine, beaches and other natural and cultural attractions found in the South. Governments and their tourism boards, along with private enterprise, therefore project an image of a destination as something there to be discovered and enjoyed by tourists. For these reasons, tourism has often been touted as a panacea for North and South alike. Even the motto of the World Tourism Organization - 'Tourism: Passport to Peace' - suggests that it increases communication and understanding through cultural exchange. However, critics of tourism development have pointed to its obvious shortcomings in the South. More tourism marketing does not automatically mean greater well being (utility), and the operation of tourism has frequently failed to match the slogan. Critics suggest that one of the major problems associated with tourism development and so it’s marketing in the South is that it exacerbates existing and creates new economic and social divisions in the host communities. Marketing Structures In Tourism Supply – Major Supply Issues The problem with any classification of the supply components of tourism is how broad or narrow they should be. Such categories as transport and accommodation are very broad and benefit from desegregation into sub-markets with different structures and modes of operation. Discussion of tourism marketing has been conducted largely outside economics, with the result that coverage of economic issues is patchy and there is no coherent overview. Many texts directed at practitioners, particularly in the hospitality sector, touch on marketing and associated issues in discussing financial structures, management, supply, quality and training. At a very specific and applied level, studies of the planning, development, operation and performance of such enterprises as hotels, guesthouses, holiday villages, ski and timeshare resorts and theme parks have been undertaken. Table 1: Shows Major tourism marketing Supplies Where Issues Are Predictable Accommodation Serviced Self-catering Transport Air Rail Road Coach Car hire Sea Intermediaries Travel agents Tour operators Attractions Natural Human-made Other services Private Public Issues Related To Marketing Of Phoenix Tourism In Genocide Countries A decade back, one doubted how the sun itself still administered to climb over Rwanda, let only planes having tourists. More than three infernal months in the spring of 1994, the country observed as a minimum of 800,000 of its citizens massacred. But that blood-spattered fresh history hasn't clogged small Rwanda, blocked-in intense heart of Africa, from eagerly waiting for 70,000 tourists a year next to 2010. When the government started on its tourism compel back in 2001, it was as expectedly vigilant. "We didn't know how the globe would respond to Rwanda talking about tourism relatively than genocide," were the comments of Rosette Rugamba, director of the Rwandan Tourism and National Parks Office. "We considered it would take four years of PR somewhat than actual marketing." The without restraint approach come into view to be working. Previous year around 27,000 tourists holiday in Rwanda--up five fold ups from 2001. The invasions mirror a rising curiosity between travelers in spreading to places on the spring back: identify it as phoenix tourism. Around the world, cities or countries growing from the ashes of combats, devastation or international exile position are recasting themselves as holiday purposes. Travel Guides, a sequence for courageous travelers that comprise books on Kabul, Baghdad, Nigeria and Serbia. Travelers to phoenix places might practice uneasiness --whether physical, mental or ethical --but they can also see the intrinsic vitality of changeover. Like Rwanda, lots of of the most convincing phoenix places face somewhat than conceal their pasts. In Belgrade, there's been modest attempt to reinstate the remains of the Defense and Interior ministries, bombed throughout the 1999 war; the city's inhabitants seem to look upon the huge wounds in the bricks and mortar as fraction of the city's new countryside. Bosnia's capital is filled with "Sarajevo roses"--bullet symbols enclosed over with red rubber to remember places where people died. Phoenix places require tourists not just to get going economies, but also as observer to their history. When the international society turned its back on Rwanda at the time of the war, "people felt let down; they felt, 'The humankind doesn't care about us any longer'," give details Michael Grosspietsch, a German advisor for Amahoro Tours, a Kigali tour worker. "Having tourists come in inquiring questions brings back a wisdom that there is someone who worry." As purposes like Rwanda increase, they won't overlook the ashes whence they ascended. Tourism Legal Issues A complete general idea of laws and authoritarian agencies governing tourism and hospitality businesses is conversed below. Special concentration should be given to tort law, labor relations laws, With Disabilities Act, risk supervision, contracts and unions when taking view of the legal issues regarding Marketing of Tourism Industry. Issues Related To Internet Marketing The Internet is extensively documented as an enormously precious marketing implement. It is usually held that the Internet offers considerable advantages over conventional means of communication: condensed costs of information substitute; amplified pace of information transport and recovery; amplified customer participation in and control of dealings; and superior elasticity of utilizing the marketing mix. Its major business uses comprise communications (together internal and external), market investigation, customer services, market diffusion, product expansion, cost savings through progression in reengineering, direct marketing, promotion and product transport. The Internet has fashioned immense prospects for tourism marketing. Though, the present stage of online travel sales is low down though most researchers be expecting it to boost quickly in the next only some years. Demand Factors Customers insist is the primary determinant of all kinds of businesses. The minute size of Internet business dealings in the world economy currently is sourced to an immense degree by inadequate insist, though more inadequately by customers' enthusiasm than their capability to shop on the Net. The diffusion rate of computer using and Internet acquaintances is till now low down worldwide. The low occurrence of web surfing is mostly reasoned by high contact cost, particularly in countries external of North America. In the UK for instance, local telephone bills are still noticed by meter recordings, though the Internet contribution fees have mostly gone up from previous year. Most customers find it is a classy pastime to surf the Web. Governmental Factors The environment of the Internet facilitates no one to manage its construction and substance, while as a current occurrence, laws and standards are up till now to be developed and accepted to make easy and legalize its marketable use. Legislation is of essential magnitude, but lawful requirements only mark the limit of intolerable business performances and defend the customer by restoring any unlawful treatment. Sustainable Tourism Sustainability should be the foundation stone of the development of the tourism industry since the tourism marketing constitutes most of its primary resource base. Moreover, with growing anxiety over environmental deterioration on the part of tourists and residents, firms and governments are under increasing pressure not only to endorse sustainability principles but also to encourage positive action to bring it about. Reflecting the advocacy of sustainable development (SD) in academic and practitioner circles, the term sustainable tourism (ST) has been coined. However, it is clear that neither the SD nor ST concepts have been fully understood in most of the business world. This attitude and approach to ST tends to be reinforced by central and local governments and tourism bodies, which often view tourism as a vehicle for diversifying and developing their economies and achieving higher revenue. Tax Charges The distinction between charges and taxes is not always clear and they are occasionally considered together, suggesting that they have similar characteristics. Charges can be applied to emissions of pollutants, supply of products or services and consumers' use of environmental facilities and so are relevant to both the supply and demand side of tourism. Deposit and refund schemes might be considered as a variant of charges instruments, but increasingly they are being perceived as separate because they concern the conservation of material resources through recycling as opposed to environmental quality. For example, the hospitality sector purchases many commodities, which are supplied in packaging and/or containers. To encourage and fund recycling of these, a number of countries have initiated deposit-refund schemes for metal and plastic beverage containers. Charges can raise prices to consumers and almost certainly increase producers' costs and to this extent have the same effect as taxes. Conclusion In view of the above discussion, particularly for the phoenix cities, governments of these country’s with other NGO’s and International agencies, should work on their legal issues so that these countries can generate monetary funds for their countries and socially the hatred and dangers shall be reduced all around the world among tourist’s. Other then these issues as we all know that tourism industry is a heavy budgeted industry so governments should allot special funds to overcome their costs. Legal issues for this industry should be minimized so that they can work to offer us a better environment. Bibliography News Agency, Qatar; Title: India/France Sign Agreement For Promotion Of Tourism, Arabia 2000, Feb 20, 2006. McNicoll, Tracy, Brownell, Ginanne, Power, Carla; Title: Back From The Brink, Newsweek (Atlantic Edition), 01637053, 4/11/2005, Vol. 145, Issue 15. Piccoli, Gabriele; Title: Web-site Marketing for the Tourism Industry: Another View, Source: Cornell Hotel & Restaurant Administration Quarterly; Dec2001, Vol. 42 Issue 6, p63, 3p, 1bw. Parmar, Arundhati; Title: New ads and marketing up tourism to Mexico, Marketing News, 00253790, 4/14/2003, Vol. 37, Issue 8. Buhalis, D. (1996). Information technology as a strategic  tool  for  tourism  and  hospitality management in the new millennium. Tourism Review Magazine, No.2, pp.34-36. Gareth Shaw, Allan Williams; Article Title: Planning for the Future of Tourism, Journal Title: The Geographical Journal. Volume: 164. Issue: 1, (1998). Page Number: 121-126. Mick Rosaleen, Duffy Smith; The Ethics of Tourism Development, Routledge, New York, (2003). Page Number: 146-154. 273-279. M. Thea Sinclair, Mike Stabler; The Economics of Tourism, Routledge, London, (1997). Pg 39-48, 274-299. Zhenhua Liu; (June 2000): http://www.hotel-online.com/Trends/ChiangMaiJun00/InternetConstraints.html Read More