Туризм, таълим ва и қ тисодиёт тармо қ лар

services” 
[Robert, Morrison, 1992]. 
The above definition shows that firstly, marketing is a thinking method in a 
situation to balance tourists’ needs and tourism organizations’ needs. Secondly, this 
definition notices tourism researches to select goal markets. Thirdly, it requires from 
marketers to design appropriate, suitable marketing programs. 
A range of studies have been conducted by scholars on the role of tourism 
marketing. Thus, D. Buhalis tried to explain the need to differentiate the tourist 
products and build partnerships between the public and private sector locally to co-
ordinate delivery [Buhalis, 2000]. In his work he used a number of models, including 
Porter’s generic strategies which underlines that the ability of firms to perform better 
than competitors in an industry is not a matter of luck [Porter, 1980]. 
According to this model company may perform better if they use several 
strategies such as overall cost leadership, differentiation, focus which provide explicit 
guidance for decision makers to set their products in order to maximize profitability 
and enhance their competitiveness (Table 1). The following results are obtained in the 
research: 
- 
global competition and industry concentration develop new challenges; 
- 
consumers following special interests; 
- 
innovative marketing is required. 
Implementation of tourism marketing in tourism industry in order to raise... [73] 
Table 1 
 
Porter’s three generic strategies 
TARGET MARKET STRATEGIC ADVANTAGE 
Perceived product uniqueness 
• Differentiation 
• Differentiation Focus 
Cost advantage 
• Cost Leadership 
• Cost Focus 
Industry wide. Particular segments only. Source: adapted from [Porter, 1980, 
p.39]. 
According to Buhalis, to generate satisfaction between tourist and host, tourism 
companies should go beyond traditional marketing approach and adopt social 
marketing approach. That means that it is highly important to track levels of tourist 
satisfaction and to use it as criteria for success, instead of simply increasing the number 
of visitors. Now it is important for companies to cooperate, to train their personal, to 
use innovations and to adapt to new demand requirements, since contemporary tourists 
demand more from their trips trying to make them both recreational and educational. 

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279 
L.Mossberg discusses two frameworks about tourist experiences from a 
marketing point of view [Mossberg, 2007]. The first one illustrates the co-production 
of tourism products across the tourism and the creative industries (Fig. 1). The second 
indicates some important factors influencing tourist’s experiences. According to L. 
Mossberg, tourism traditionally has been viewed as a combination of transportation, 
accommodation, dining and activities.
Now creative organizations and tourist organizations co-produce and take 
advantage of each other’s knowledge, competence and strength. One example provided 
by L. Mossberg is ‘‘Astrid Lindgren’s World’’ in Sweden. This is a theme park where 
Lindgren’s children books are in focus.
The tourist can visit Bullerbyn, Mattisborgen and most of the other places that 
Astrid Lindgren wrote about in her books. In this fairy tale environment, stories are 
played and performed. Over 60 role figures are performed in this open-air theatre. The 
visitor can also eat at themed restaurants including themed menus and stay nearby. 
Mossberg develops a framework in her paper where marketing provides theoretical 
grounding. The framework shows the integration between the tourism industry and the 
creative industries. It goes beyond the traditional ways of packaging the same type or 
different types of products together. 
Mossberg’s research shows that integration between tourism industry and 
creative industries allows co-operating to produce products that add value for tourists 
by using each other’s attainments. Advertising, Architecture, Art and antique markets, 
Computer and video games, Crafts, Design, Designer fashion, Film and video, Music, 
Performing arts, Publishing, Software, Television and radio. 
Tourism. Creative industries. 
Transportation. Accomodation. Dining Activities. 
Products offered to the tourists. 
Fig. 1. 
Co-production of tourism products across 
industries Source: [Mossberg, 2007]. The results of the extant tourism marketing 
literature overview conducted by X. Li and J. F. Petrick lead to the conclusion [Li, 
Petrick, 2008] that there is: 
- 
an overemphasis on tourist research, in comparison to a lack of attention 
to marketing strategy and organizational behavior research; 
- 
an overemphasis on empirical investigation, in comparison to a lack of 
attention to theory building and conceptual thinking. 
The authors believe that potential acceptance of alternative views of marketing 
which are relationship marketing, network approach, and service-dominant logic might 
assist the field in moving forward. 
Based on the review of academic literature on the role of marketing in tourism, 
one can clearly state that marketing plays vital role in achieving company’s 
objectives and goals. Marketing in tourism carries out many important tasks such as 
management of demand, providing reliable information for tourist to make a decision, 
classifying travel behavior, segmentation of the market, and consumer protection. 
However, classifying travel behavior and segmentation becomes increasingly more 
difficult as modern travelers combine pleasure with business, in order to take time and 
cost advantage. 
Taking into account the above discussion, it can be concluded that the place that 
marketing has in the development of the tourism industry is irreplaceable, 

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280 
Implementation of tourism marketing in tourism industry in order to raise... [75]
 
since 
it is used practically at all stages of the product life cycle, and this facilitates the 
decision making by appropriate solutions based on relevant information provided by 
marketers. 
Therefore, marketing is not just a business function, not a means of stimulating 
demand for certain moment. This is a kind of philosophy, a way of thinking and 
business structuring. Marketing is an indispensable component of each employee — 
from the registrar to the board member.
Marketing tools and tactics should not be used in order to fool the customer and 
jeopardize the company’s reputation. The aim of marketing should be the creation of a 
combination product and services, which represents true value in the eyes of the 
customer, creates the motivation to buy and satisfy his or her true needs. So tourism 
marketing should be utilized in order to develop brand new tourist products in order to 
satisfy those needs and wants. 
Nowadays, marketing in tourism especially important and the reason for that is 
changing demand of tourists, travel behavior and expectations. In order to meet these 
demands marketing should be put into effect by marketers at destinations in order to 
develop new tourist products emphasizing their uniqueness. This allows them to 
differentiate their products from competitors in the industry. That way companies can 
attract more tourists to their destinations.
Moreover, it requires from companies to co-operate and combine their 
knowledge and power so they can spread them between each other in order to increase 
the profit of the company. One of the probable solutions offered by Mossberg is to 
combine tourism industry and creative industry so they co-exist together and add 
benefit to the tourist who will enjoy the combination of services provided by these two 
industries.
It is also important to note that company should mainly concentrate on marketing 
strategies rather than just selling their products as when it gets difficult the only answer 
for a company would be to reduce prices and sales would increase. However, it is might 
work only for short term matters. If company wants to set long-term goals, it should 
apply suitable marketing strategy.