Marketing Role in Tourist Offer Development

Abstract

The tourism industry is sensitive to global and regional political, economic and social events and phenomena, and has also demonstrated a strong response force and speed to regain the path of positive growth despite the not favorable state of the world economy and indicators the moderate development that it has performed, as well as the uncertainty highlighted in the demand in general and tourism in particular because of the low level of demand for this product category. In any marketing strategy that has four components of mix marketing: product, pricing, distribution, and promotion are needed, as they play a useful role, though they do not have the same weight. Some of these elements and, in some cases, only one of them has a determining role in comparison to competitors and, consequently, are the key factor to succeed. The role of the product, a better price, the sales force or the distribution network more efficiently than the competitors, the promotion policy, etc. may be the role. Distribution includes all possibilities, ways, and methods for dispersing products across market segments, locations to direct customer contact. Distribution is one of the mixing marketing elements. It has direct links to product policy, pricing and promotion policy. For the successful realization of the marketing strategy it is important to supply customers with certain products. Likewise, these products should be available in a certain amount, in certain places, and at the time when the consumer so requests. In surveys of demand measurement in the tourism and travel industry, the use of some basic indicators is noted. Although the independent variables involved in tourism demand measurement models vary greatly according to the objectives and the field of specialization and research of researchers, the use of some basic indicators as a measure of tourist demand variables in its modeling and forecast makes it possible standardization of data and their unified reporting at the global and local level. The variation of tourist achievement is the most used for measuring tourism demand at least in the last twenty years. Specifically, this variable is measured by the total tourist achievement from a source to a destination, which can further be disrupted in tourist achievements for holiday purposes, business travel achievements, tourist achievements for family and friends visits, tourist achievements by means of travel, such as air, sea, road and so on. Some studies also use destination spending as a demand-measurement variable, while other researchers are even more rigorous using tourist spending for specific categories and certain products and purchases in general. Other indicators used are tourism income, employment in the tourism and travel industry, as well as exports and imports.