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212THE IMPORTANCE OF MARKETING IN TOURISM
Jonibek Shukurov
Student of KarSU
Gulasal Shaymanova
Student of KarSU
ABSTRACT
This article discusses the role of marketing in the tourism industry and its types.
Keywords: marketing, tourism, services, research, advertising
Tourism is one of the fastest growing industries in the world and is also one of the best ways to boost a country's economy. With more and more destinations realizing this and seeking to attract more tourists, the industry is becoming increasingly competitive. This is why it's now more important than ever to ensure that your marketing strategy is up to scratch.
Tourism marketing is the collective name given to the various marketing strategies used by businesses within the tourism industry. This includes, for example, hotels and other forms of accommodation, along with airlines, car rental services, restaurants, entertainment venues, travel agents and tour operators.
Tourism marketing has many different names — destination marketing, concept marketing, experience marketing. Many of today's marketing experts refer to tourism marketing as a subset of digital marketing.
Social media, e-newsletters, automation and pay per click ad campaigns play healthy roles in successful tourism marketing plans. Traditional marketing concepts also are vital — such as press releases, blog articles, travel reviews and cross marketing with other businesses.
Highly effective marketing plans for tourism-related businesses have a clear understanding of the characteristics, the motivations, the behaviors, and the experience of each and every traveling customer. Marketing toward tourists is about showing them how they can temporarily escape their normal, hectic lives for a change of venue and entertainment.
The purpose behind tourism marketing is to promote the business, make it stand out from rivals, attract customers, and generate brand awareness. Many modern tourism marketing strategies make use of the internet, with websites, online adverts, email and social media platforms often playing a key role.
As it is one of the world's largest industries, the tourism industry is extremely competitive. This means that businesses operating within the industry need to find ways to stand out from rivals, promote themselves as being the best option for tourists, and highlight some of the things that make them different, or superior. Marketing is essential for achieving this and many of the best tourism marketing tips focus on
helping businesses to find a unique selling point and promote it. Of course, it is also crucial that marketers keep up with the latest trends, so that they can create a diverse marketing mix and use the best methods for getting their message out.
One of the key ways those involved with tourism management are adapting to the pandemic is by placing a greater focus on customers in the local area, or in neighboring countries. This is because the travel restrictions that are in place, and the overall reluctance to travel internationally, has made local customers a safer target demographic.
You can start by emphasizing features of your business that are likely to appeal to local customers. For instance, rather than highlighting aspects like the weather and local attractions, which primarily appeal to international visitors, you might instead focus on your facilities, your ability to host events, or your luxury services.
For hotels, cafes and similar businesses, you may also appeal on the basis of providing locals with somewhere to carry out remote work, and you can do this by promoting your work-related facilities and your wi-fi.
The pandemic has forced businesses to make more intelligent use of tourism technology and virtual reality is one of the most promising areas to explore. This can allow potential customers to experience a hotel, airport lounge, restaurant, local attraction or even certain tourist activities from afar, with no risk [1-12].
Today, virtual reality tours can usually be enjoyed through any of the major web browsers and viewed on a computer, mobile or tablet. The enjoyment can be further enhanced if users have access to a VR headset. Virtual reality tours can be especially effective as a tourism marketing component, because they allow users to get a sense of what they can expect when they arrive. This can be an especially powerful tool during the booking process, when customers may start to have second thoughts, and when a little extra persuasion can make all the difference.
Tourism marketing contributes to the growth of local and national economies worldwide. In fact, one-fifth of all global jobs created over the past decade have been within the travel sector. Nearly 10 percent of all jobs are supported by this industry. The more people visit a city or country; the more money they spend. This helps grow the local economy and attracts investors. New hotels and vacation resorts open their doors, leading to the creation of new jobs. As the local infrastructure and services improve, the number of tourists increases even more.
Many travel destinations that are popular today have only recently been added to our holiday map. Sierra Leone, South Korea, Nepal, Iceland and Vietnam are just a few to mention [13-22].
Today, you can easily travel from one place to another and use the internet to research every possible destination. Facebook, Twitter, Tumblr, YouTube and other online platforms are flooded with exciting stories and reviews from travelers worldwide.
Tourism agencies, hotels, B&Bs and other industry players leverage today's technology to promote destinations that are new or untouched by tourists. This helps increase customer awareness and opens up a world of opportunities for tourists and hospitality professionals alike.
Grow the Local Economy
Tourism marketing contributes to the growth of local and national economies worldwide. In fact, one-fifth of all global jobs created over the past decade have been within the travel sector. Nearly 10 percent of all jobs are supported by this industry.
The more people visit a city or country, the more money they spend. This helps grow the local economy and attracts investors. New hotels and vacation resorts open their doors, leading to the creation of new jobs. As the local infrastructure and services improve, the number of tourists increases even more.
Promote Local Brands
Many small cities and towns are home to world-class accommodations. Marketers promote these places online and offline to drive brand awareness and attract visitors. They also make sure that information on restaurants, hotels and other venues is easily accessible and up-to-date [23-30].
For example, if you own a B&B, you can advertise it on Facebook and Instagram as well as in travel magazines and on travel blogs. Another option is to join Booking.com, Hotels.com and other online platforms where travelers can book accommodations at discounted rates. Those who decide to stay at your B&B may leave reviews on Yelp, TripAdvisor, Expedia and other websites with millions of visitors, which further helps increase brand awareness. Tourism marketing drives business growth. If customers are satisfied with your services, they'll spread the world about your facility, whether it's a local pub or a hotel. This will bring you more clients and give you a competitive edge.
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
customer takes before going through with a purchase is critical to a successful marketing campaign.
4. Stand out from competitors
As the tourism industry becomes 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 tangible. 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
Because tourism is largely based on experience, the target market audience utilizes sight, sound, touch and taste to judge the encounter or adventure. Therefore, the audience buying journey is an emotional one — based on the perception of having a good time and the feelings that come with an experience. Travelling and tourism, then, are part escapism and part making memories.
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