The Concept and Characteristics of Tourism Service Marketing

Tourism service marketing is the application of service marketing theory in tourism industry, which refers to a series of marketing demands launched by tourism service providers to meet the requirements of tourists' experience in different places and improve customer satisfaction.

Characteristics of tourism service marketing:

1. Simplicity of marketing methods. Tangible products can be changed hands many times in the market, and products can reach consumers through wholesale, retail and other links. Due to the unification of production and consumption, tourism services can only be sold directly. The singleness and directness of service marketing mode, to a certain extent, limits the expansion of service market, and also limits the sales of its own service products in more markets, which brings difficulties to the promotion of service products.

2. The demand elasticity of service marketing is great. The demand of service marketing belongs to the secondary demand, and the demanders will form great demand differences because of their different social environment and conditions. At the same time, service demand is greatly influenced by external conditions, such as seasonal change, climate change and rapid development of science and technology. This will have a great impact on the demand for information services, environmental protection services, tourism services and shipping services. Demand elasticity is the biggest problem faced by service operators.

3. Service personnel have high requirements for technology, skills and skills. The technology, skills and skills of service providers are directly related to the quality of service. Consumers' requirements for the quality of various service products are also the requirements for the skills and skills of service personnel. There can't be a single unified standard for the service quality of service providers, only relative standards and buyers' feelings.