Traditional Culture Encyclopedia - Travel guide - The difference between tourism service marketing and general marketing
The difference between tourism service marketing and general marketing
This is a matter of opinion.
1. Differences in categories of product attributes. The tourism market belongs to the service industry, and ordinary marketing covers a wider scope. There are many categories according to different attributes. The common categories are: consumer goods, industrial products (marketing Business marketing as mentioned in Philip Morris's "Marketing Management"), services, non-profit organizations, etc.
2. The marginal cost of service goods is lower than the cost of physical goods. The variable costs of service goods generally account for a larger proportion, and the proportion of fixed costs in costs is much lower than that of physical goods. Therefore, for every additional customer, the fixed cost of service goods is relatively low, so the marginal cost will be relatively lower. Some.
3. The differences in consumer decision-making factors and processes would be too cumbersome to explain in detail. Tourism is a family or group participation, so there are generally more people involved in decision-making.
4. Consumer purchases are greatly affected by holidays, and consumption periods are relatively concentrated
5. Differences in marketing communication methods. One thing that needs special emphasis here is that service goods are not as easy to compare as physical goods. In the latter, it is easier for consumers to make their own direct judgments and choices. Therefore, comments from people around service products have a greater impact, that is, word-of-mouth has a greater impact. Therefore, many travel products are often given to consumers at low prices or even for free. Giving one person a quota quota will drive consumption by multiple people.
Sometimes giving a small amount of free gifts to a specific group of people during a specific period of time can have unexpected effects. For example, if a school provides services to certain teachers during the summer, it will drive more teachers in the teacher's school to consume. Of course, sometimes this effect will be delayed because it takes time to spread.
After understanding the above main differences, you can be more targeted when formulating your marketing plan.
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