Scientific progress volume ǀ issue ǀ

5 reasons why a good marketing strategy is vital to your tourism business: 
1. Identify the ideal target market 
The first step to developing a successful marketing campaign is identifying who 
the ideal target market is. Depending on the experience on offer, the customer will vary. 
2. Attract new customers and develop loyalty 
Once the ideal target market has been identified, a strategy to reach these 
potential customers must be developed. Because customer loyalty is key, a lot of time 
needs to be devoted to building brand awareness and creating ongoing, interconnected 
campaigns that both target previous guests, and attract new ones. 
3. Understand the customer journey 
In tourism, the ultimate end goal is the sale of an ‘experience’ –
not a material 
object. This means that the customer journey to making a purchase is rather different 
and comes with its own set of challenges. Understanding this ‘journey’ that the 

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SCIENTIFIC PROGRESS
VOLUME 3 
ǀ
ISSUE 2 
ǀ
2022 
ISSN: 2181-1601
Uzbekistan
 
www.scientificprogress.uz
 
Page 466
customer takes before going through with a purchase is critical to a successful 
marketing campaign. 
4. Stand out from competitors 
As the tourism industry be
comes more and more competitive, it’s important to 
make sure that your business stands out. Highlighting what is unique or different about 
the business is one of the best ways to achieve this. A really good marketing strategy is 
able to communicate these points effectively to the customers 
in a way that ‘speaks’ to 
them. 
5. Hone in on the most effective tactics 
Using research and analytical tools, a marketing strategy allows you to assess 
which resources are best helping to reach your audience, and then focus on those 
resources to ensure the best ROI possible. At the end of the day, having a good 
marketing strategy in place allows you to feel confident in knowing that all your 
business’s marketing needs are being carefully looked after.
Most of all, tourism marketing is more customer-centric than any other type of 
industry marketing. Tourists spend thousands of dollars to travel and have a good time. 
If businesses cannot meet those expectations, it could lead to a bad review that affects 
the buying decisions of other potential customers. Tourism-related businesses often 
find it difficult to stay alive because it requires the ability to remain in tune with the 
ever-changing desires and needs of the customers. Tourism marketing is not about 
selling the tangibl
e. It’s about telling a story that taps into an emotion and connects with 
your audience. 
No matter the industry, the mechanics of marketing are the same: constant, 
sequential procedures, such as planning, researching and controlling. This leads to 
marketing activities designed to entertain customers. 
Notice that word “entertain”? Even 
before customers make a buying decision, tourism-related businesses should delight 
their customers. Fun and inviting marketing sets the tone and establishes expectations. 
While tourism marketing is an important function of economic development at 
the same time, the tourism industry is more vulnerable than any other industry. There 
are many factors that affect the tourism industry: fluctuations in seasons and consumer 
demand; unforeseen circumstances such as natural disasters, employment strikes and 
local conflicts. 
The ultimate goal of a business or organization in the tourism industry is to 
exceed the expectations of the tourist. Customers have varying wants and requirements 
but they all need the basics, which are: 

Convenience 

Excellence in service 

Value 

Quality 

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SCIENTIFIC PROGRESS
VOLUME 3