Training in tourism marketing techniques used
in tourism marketing companies
Formación en técnicas de marketing turísticas empleadas en empresas
comercializadoras de turismo
Treinamento
em técnicas de marketing turístico usadas em empresas de marketing turístico.
Raúl Valenzuela H
Ph.D University of Colorado Boulder, Colorado, United States, https://orcid.org/0000-0002-2597-8537, raulvalenzuelah@hotmail.com
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Received in March 2019 - oil in August 2019 Formación docente - revista
iberoamericana de educación http://www.revista-iberoamericana.org/index.php/es/index https://creativecommons.org/licenses/by/4.0/deed.es e-ISSN: 2737-632X Vol - 2 No. 3, 15 October – 3 December 2019 Pages 40-50 |
Abstract. In the present article a dissertation is made on the
deductive and inductive reasoning in the process of investigation in the operation
of the techniques of tourist marketing employed by commercializing companies of
tourism, reflecting in takes to the force that binds it to the history the man
with the attempt to survive and have new economic resources seeks the pulsation
of its product using empirical marketing taking it to the present. Where
marketing techniques are used in the case of tourism is related to tourism and
tourism products leading to the satisfaction of tourists and the positive
response that will be the result of the correct implementation and operation.
Key
words: Consumer, experience, marketing, product. Tourist
Resumen. En el presente artículo se hace
una disertación sobre el razonamiento deductivo e inductivo en el proceso de
investigación en el funcionamiento de las técnicas de marketing turístico
empleadas por empresas comercializadoras de turismo, reflexionando en toma a la
fuerza que lo liga a la historia el hombre con el intento de sobrevivir y tener
nuevos recursos económicos busca la pulsación de su producto utilizando el
marketing de forma empírica llevándolo a la actualidad. Donde se emplean
técnicas de marketing en el caso del turismo se relaciona con el turismo y sus
productos turísticos conllevando a la satisfacción del turista y la repuesta
positiva que será el resultado de la correcta implementación y funcionamiento.
Palabras clave: Consumidor, experiencia, marketing, producto. Turista
Resumo. Neste artigo, é feita uma dissertação sobre o
raciocínio dedutivo e indutivo no processo de pesquisa sobre o funcionamento
das técnicas de marketing turístico utilizadas pelas empresas de marketing
turístico, refletindo sobre a força que liga o homem à história A tentativa de
sobreviver e ter novos recursos econômicos busca pulsar seu produto usando o
marketing empírico, trazendo-o até os dias atuais. Onde as técnicas de
marketing são usadas no caso do turismo, elas estão relacionadas ao turismo e
seus produtos turísticos, levando à satisfação do turista e à resposta positiva
que será o resultado da correta implementação e operação.
Palavras-chave: Consumidor, experiência,
marketing, produto. Turista
INTRODUCTION
This paper aims to demonstrate that people related to and not related to
tourism are informed of the techniques used in a tourism campaign by all
tourism marketing companies.
The term marketing is of English origin and was first used in the US in
the 1920s. It is derived from the English word market. It is usually translated
as Marketing or Marketing (French), marketing or marketing (Hispanic). It has
also been translated as marketing, but this translation has not been very
successful.
According to Santesmases, (1999) Marketing is a
way of conceiving and executing the goal of satisfying the parties involved and
society, through the development, valuation, distribution and promotion, by one
of the parties, of goods and services or ideas that the other person needs¨. (Escalanta Gutiérrez)
Tourism marketing is specialized in the areas and companies specialized
in the tourism business. From beaches to shopping malls, this is responsible
for making several sites designed in this nature attractive and touristic.
It should be noted that destination marketing is not the same as tourism.
The destination company specializes in the use of certain strategies for the
sale of tourist sites such as beaches and mountains.
In exchange, tourism marketing uses methods and strategies to advertise
not only tourist sites but also hotels and the like in that field. To do this,
it uses a range of product marketing strategies. This is fully responsible for
the movement of any recreational area that benefits the tourist area.
If a company does not have the
right product to stimulate demand, it cannot effectively carry out any
commercial action. It can be said that the product is the starting point of the
marketing strategy. From a commercial point of view, a product designates any
good or service, or a combination of both, that have a set of physical and
psychological attributes that the consumer considers to have
a good to satisfy their wishes or needs. The tourism product is mainly a set of
services, made up of a mixture or combination of elements of the tourism
industry.
To create effective marketing methods and strategies in the area of
tourism. It is always necessary to know what are the trends
within the marketing. These depend on the desires or needs that the
niche may have or be addressed, but they are vital when it comes to generating
a new way of attracting potential customers.
Another important point is the image that must be imparted both in the
country and in the area to be advertised. Both should be played in such a way
that both become an attractive image and benefits for the site as well as its
place of origin. This will attract more people while showing an air of
accessibility and comfort.
Tourism marketing is the key to becoming known within the leisure travel
environment. Despite being the same marketing strategies in common with that of
destinations, it expands to hotels and sites that benefit from the tourism
areas of a country worldwide.
MATERIALS AND METHODS
The definition that the
author Miguel Ángel Aserena
collects on the tourist product would be the following: “It is a set of
benefits, materials and immaterials, which are
offered with the purpose of satisfying the wishes or expectations of the
tourist…, it is a composite product that It can be analyzed based on the basic
components that make it up: attractions, facilities and access. ”
The consumer's purchase
decision in relation to tourist services.
The consumer will look for
information on the existing offers in the market that can adequately satisfy
their needs and will evaluate the alternatives that are offered to them, the
consumer will select the one that they consider satisfies their needs.
The entire purchase decision
process is influenced and conditioned by variables and marketing stimuli to
which it may be exposed to the consumer, represented by various commercial
offers or marketing combinations of operators in the travel and tourism
industry.
Consumer behavior in tourism
refers to the set of activities that a person carries out from the moment they
experience the need to travel until the moment they make the purchase and use
the different tourist services. The study of such behavior includes the
analysis of all the factors, internal and external, that influence the actions
carried out and the choice of a specific tourist product.
The main determinants of
tourism demand are:
Economic factors: the
economic situation. In the source markets it is the main determinant of the
volume of demand, the main source markets are those with the highest levels of
economic development.
Geographical factors: the
climatology of both the place of origin and the place of destination.
Relative prices: it is the
main determinant of short-term tourist demand in the vacation segment of the
market.
According to Philip Kotler's
definition of "market segmentation is the subdivision of the market into
the homogeneous subset of customers, in any subset it is possible to be
selected as a marketing objective with which the different marketing mix was
achieved"
It is a process of identifying
and characterizing, by applying statistical techniques, subgroups of consumers
within the same market that present different needs. Its usefulness lies in
reducing the risk involved in decision-making.
Segments must meet certain
requirements, mainly they must be classes or groups as heterogeneous among
themselves as possible and they must be made up of homogeneous consumers in
their perceptions, preferences or needs.
To meet the requirements in
the segments, they must resort to both the general characteristics of the
individuals who make the purchasing decision process and the characteristics of
their purchasing behavior: needs they seek to satisfy,
perceptions or preferences.
·
It enables the identification of customer needs
within a sub-market and the most effective design of the marketing mix to meet
them.
·
Medium-sized companies can grow faster if they gain
a solid position in specialized market segments.
·
The company creates a more refined product or
service offering and sets the appropriate price for the target audience.
·
The selection of distribution and communication
channels is greatly facilitated.
·
The company faces fewer competitors in a specific
segment.
New growth opportunities are
generated and the company gains a considerable
competitive advantage.
Intangibility. Tourism
products have tangible and intangible components.
The tangibility is observed
in a hotel bed, the overbooking, the quality of the food. The tangible part is
the tourist product itself, as offered by the tourist services company.
They hope to get them. This
component of intangibility makes consumers unsure of what they buy, nor of the
benefit that they will really obtain when they consume the product.
Expiration.
Tourism products cannot be stored.
•
Add and sustainability. The tourist product is formed from the aggregation of
several components, some of which can be replaced immediately by another.
•
Subjectivity, individuality, immediacy and simultaneity of production and
consumption. It is subjective because it depends on the conditions in which
customers and borrower are at the time of consumption. The satisfactions it produces
are individual and different from one person to another. Its consumption is
simultaneous to its actual manufacture, so that the product is actually created
at the same time that it is consumed.
For
Hernández Sampieri, R., et al (2006, p. 107)
"the inductive method is applied in the discovered principles to
particular cases, from a trial link".
According
to Ander-Egg, E. (1997, p. 97) “it is the reasoning that, starting from
particular cases, rises to general knowledge. This method allows hypothesis formation,
scientific law research, and demonstrations. The induction can be complete or
incomplete".
In
this article, the inductive-deductive method is applied to collect background
information on the basic marketing techniques used in the tourism sector, for
the sale and marketing of tourism products.
RESULTS
Occupation:
of the total of 31 surveys, 25 are students, which represents 81% of the
respondents, while 6 are professionals and represent the remaining 19%.
Sex:
Of the 81% of the students, 70% are women and 30% are men. As for 6% of
professionals, half are men and the other half are women.
The
data from questions 1 to 5 are presented below. In this section, the ranks of
18 to 23 years and 24 to 33 years were taken as students. With professionals
When
asked respondents their consideration of the influence of tourism marketing on
behavior, the following data were obtained:
45%
of respondents "totally agree", 54% agree ", 1%" neither
agree nor disagree ", 0%" disagree ", 0%" strongly disagree
" .
By
asking respondents their consideration of satisfaction based on consumer
experience, the following data was obtained
64%
of the respondents "totally agree", 35% "agree", 1%
"neither agree nor disagree", 0% "disagree", 0%
"totally disagree" .
When
asked the respondents their consideration of the marketing techniques
"Face to Face" is correct by the tourism marketing companies, the
following data were obtained
42%
of the respondents agree "totally agree", 42% agree "," 15%
"neither agree nor disagree", 1% "disagree", 0%
"totally disagree" .
By
asking respondents their consideration about the importance of marketing
techniques and their contribution to increasing demand for tourism products,
the following data were obtained
54%
of those surveyed agree "totally agree", 45% agree "," 1%
"neither agree nor disagree", 0% "disagree", 0%
"totally disagree".
By
asking respondents their consideration about the importance of marketing
techniques and their contribution to increasing demand for tourism products,
the following data were obtained
54%
of the respondents agree "totally agree", 45% agree "," 1%
"neither agree nor disagree",%
"disagree", 0% "totally disagree".
Throughout
this research, it is possible to demonstrate the importance of tourism
marketing techniques used by tourism marketing companies. It was observed that
the potential future clients have an affinity with the marketing techniques
used up to now for the commercialization of a tourist product and its optimal
result for the increase of the economy. Where whose techniques can manage that
any ordinary person can use in their potentially growing company, thus leaving
customer satisfaction and a good consumer experience.
Tourism is one
of the sectors with the greatest contribution to the country's economy. With
the plan to keep the importance of marketing techniques running, innovation is
reached for the sale of tourism products offered by the country. Turning it
into an economic and tourist power.
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