Objectives of Tourism Marketing

By İçerik Ustası

Friday, May 26, 2017

There are several factors that make marketing tourism significant and necessitate its presence in terms of the international scope it has reached. These factors can be evaluated at business, national and social level (İçöz, 1996: 23).

Objectives at Business Level

The main goal of a company manager is to set up an optimal relation between the amount of the factors To be used and that of property and service. The marketing objectives at business level are as follows (Pehlivan, 2009: 39):

-          Create demand for properties and services produced by the company 

-          Create an advantage in the competitive market 

-          Enable efficient access to properties and services by customers 

-          Introduce properties and services  into the market effectively 

-          Maintain and increase market share, and create new markets

-          Devising customer friendly new properties an services and make the use of the products available more efficient

-          Reach maximum benefits and sales 

-          Increase the productive efficiency 

-          Developing the efficient products while abandoning the inefficient ones

-          Carry out market research and development to monitor changes in customer expectations and preferences

-          Devise products in line with the customer needs analysis 

-          Identify new customer groups

-          Increase and develop the volume of sales 

-          Compete with the rivals in the market 

Any company needs to take into account these objectives if it is to develop as a business in the sector it is actively working. 

Objectives at National Level

There are also several objectives that could be addressed at national level. These can be listed as follows (Pehlivan, 2009: 39):

-          Increase the occupancy rates of hotels

-          Rationalize the tourism production system

-         
Establish an optimal relationship between prices and services 

-          Adapting supply for changing tourist demands continuously 

-          Follow an efficient advertisement policy 

-          Surveying market and find new ones 

-          Apply efficient marketing strategies and  plans 

-          Create and diversify attractive tourism supply

-          Advertising internationally the tourist properties and services 

-          Stimulating potential demands for the country 

-          Sustaining and increasing the international tourism market share

-          Contribute to increasing tourism incomes 

-          Publicising the country’s touristic characteristics 

-          Increase the international and regional competition power 

Tourism companies could contribute to the development at national level if they embrace the objectives listed above. 

Social Objectives

There are also several social objectives that could be addressed by the tourism companies in the country. These can be as follows (Pehlivan, 2009: 40):

-          Developing regional handcrafts

-          Sustaining social traditions 

-          Contributing to setting up an economic and social balance among regions

-          Creating and developing alternative sectors for specific regions 

-          Diversify the productivity and contribute to the economic development 

-          Contributing to domestic tourism and creating a need for going on a holiday 

-          Help society develop awareness towards tourism 

This society level positive contribution to the tourism development of countries is of critical importance. They need to be followed carefully to create a tourism country that grows economically. 

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