According to Horner and Swarbrook (2007) tourism involves travelling or being involved in leisure activities. Hospitality involves friendly treatment of guests or tourists and is a very important sector in the tourism industry (Horner and Swarbrook, 2007). Understanding consumer behavior is very crucial towards making decisions about marketing of tourism products and activities. In order to optimize the marketing activity, and thus fully benefit from the tourism industry, it is necessary to understand how consumers make their decisions and the factors that affect the decision making by the tourists. Moreover, it is crucial to understand consumer tastes at various seasons.
Repeat customers can create a greater revenue, which mean marketing strategy is necessary to consider about maintaining the relationships with the old customers while seeking out new customers as well (Hussung, 2016). Therefore, with the special characteristics of tourism products, the role of marketing in tourism industry compared with other industries is more important and implementation of marketing tools for a country is considerable. To illustrate, marketing can offer some information about the specific place to encourage the tourists to visit their destination (Laimer & Juergen, 2009). Thus, tourism revenue and international income can be increase by good planning and administration of marketing
Inter-disciplinary tourism (Tim Coles et al., 2006) perspective is enthusiastically focused in the tourism studies. The analysts from different fields are quite interested in the study of tourism. The epistemology space exists within the context of tourism which means that for tourism development it is necessary to know how to do the tourism development? Which factors are important for tourism development? What is the solution of the problems faced by the tourism and to coop these problems?
Tourism is a worldwide force for economic and regional development. Tourism development carries with it a blend of advantages and costs and the developing field of tourism economic is making an essential commitment to tourism approach, planning and business practices. First of all, this chapter provides a brief introduction of tourism industry and its impact towards the economy. Introduction of tourism industry make reader to understand deeply on how tourism industry will impact economy in Malacca. By understanding this background of research, problem statement and objectives can be identified in this paper.
Proposed Research Topic: Strategic Marketing in Tourism Aims Potential in tourism sector has continued to flourish over time. The growth of the industry has seen both the public and private sectors invest heavily on tourism facilities and guiding materials. The tourist offer of these destinations involves international community and is the result of interaction among public and private sectors who act autonomously (Ruggero). These two sectors have different roles, competences and capabilities enabling them to manage the tourism industry. Interest in tourism management sprouts from the challenges in tourist systems that facilitate coordination linked to the market.
Because tourism is a mixture of industries, tourism destination management techniques need to take a holistic approach to develop tourism sites successfully. Destination management is a practice of leading and coordinating the management of all the elements that make up a destination that contribute to a visitor’s experience, while also considering the needs of the local community, visitors, businesses and the environment. The management of a destination takes a strategic approach to combine the planning, development and marketing as well as communicating how the destination will be managed physically, financially and operationally. A Destination Management Plan (DMP) is a shared vision and blueprint on how to manage a destination, and communicates the roles of each stakeholder and what actions they are responsible for. DMPs should cover the following details: Different Scales for Destination: When designing a tourism development plan, the size of the destination should be considered.
It is an organized action plan which includes equating the economic objectives with the quality of life of locals, conservation of environment and conservation of the heritage. Strategic tourism planning is a part of tourism policy (Edgell & Swanson, 2013). Therefore, it can be said that strategic tourism planning needed to be included in the tourism policy for achieving long term economic and social objectives. Strategic tourism planning includes many steps, such as listing the main tourist attractions and developing and enhancing those to boost the tourism (Edgell & Swanson, 2013). This includes enhancing the tourism assets and maintaining the environment to improve tourism activity in the long run.
(2015) explains the importance of stakeholders with the tourism industry by explaining how each stakeholder influences the industry in offering new destinations, packaging destinations for new clientele, remarketing vacation destination and additional tour companies. Each industry stakeholder has their own agenda in achieving success, but the industry needs to work together in order to achieve success due to the highly competitive nature of business. Economically the industry has been expanding and developing tourism by offering a wide range of destinations and package vacations globally. The industry stakeholders are listening to the customers and offering unique and exciting destinations, thus increasing sales and opening up the tourism industry into a new
1. Introduction: Singapore Tourism industry Tourism in Singapore is regarded as a core industry and vital to the government’s economic diversification strategy. It is also a channel for communicating conceptions of nationhood founded on ethnic harmony and a vehicle through which the country’s leaders can assert their competence to audiences at home and overseas. Expansion of inbound tourism has been facilitated by official plans intended to broaden the Singapore’s appeal, centred on the creation and continue its improvement of attraction and international communications. A tourism development funds aim to foster infrastructure and product development, strengthen the industry capability and attract “iconic” or major event.
TOURISM AND DESTINATION MARKETING: Buhalis (2000) sees destination as “complex networks involving a large number of co-producing agencies supplying a wide range of products and services. Destinations are an amalgamation of tourist products, offering consumers with an integrated experience”. He opines that the primary objective of any tourist destination is attracting and keeping the consumer interest in tourism products and services as to the specific tourism potential (Ispas & Saraga, 2011). Destination marketing is “a proactive, strategic, visitor-centered approach to the economic and cultural development of a location, which balances and integrates the interests of visitors, service providers, and the community” (Destination Marketing Association