Marketing: The Application Of Marketing Philosophy In Tourism

Table of Contents

Introduction 2

Market analysis 3

Segmentation 3

Targeting 4

Strategic positioning and structuring the tourism offer 5

Differentiation from competition: 5

Characteristics of the market 6

Environmental factors 7

SWOT analysis 9

The instruments of the marketing mix 9

Product 10

Price 11

Distribution 11

Promotion 12

Customer experience 13

Outcomes 13

Introduction

In this study is highlighted the importance of applying marketing philosophy in tourism marketing and development plan as the basis for its application. Application of marketing philosophy, as the modern concept of marketing strategies in hospitality is shown by the example of marketing plan for the hotel' 'Izvor'' in Arandjelovac. In this paper I will present the solutions for achieving the objectives of marketing.

Hotel was built 1978 year. From the beginning of its operations hotel provides a wider range of program contents, both for school trips as well as for business tourism. In the beginning it was a luxury hotel, but with ages it the struggles with the difficult business conditions, and lost part of its quality and market position. In 2003rd in process of ownership transformation hotel has a new owner. New owner is “Alco group” and now it is member of their hotel chain “A hoteli”, and they invested 43 million euros in reconstruction.

Hotel "Izvor" provides services to the convention, sports and business tourism, and services individual stays. Hotel changed the structure of the above services through increased participation of congress, business and sports tourism in the overall portfolio. It also wants to increase the quality of selected types of services and it already eliminated unattractive (school trips).

The uniqueness of services:

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...ake proposals or complaints. Some hotels have a suggestion box at the front desk and make cards for guest comments, which can be also found in rooms. Some hotel chains set up a direct telephone line to customers where it is easier to ask suggest or appeal and that could be implemented to “Izvor”.

Outcomes

a) Commercial goals

• Increasing the number of individual tourists,

• Increase the number of sports teams,

• Achieving leadership in the organization of symposiums, congresses and conferences,

• Rent of sports fields, swimming pools, saunas, gyms for citizenship which brings additional revenue.

b) Non-commercial goals

• Creating a loyal tourists,

• Increase awareness of tourists about the beauty Bukovicka spa

• Informing tourists about the healing properties of the mineral water springs on the slopes of mountain Bukulja

• Increasing the number of cultural events