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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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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.
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