ABSTRACT
Using
Marketing in Tourism creates a clear view about the real state of developing
Tourisms offers and its effects, dealing with marketing elements through
Promotion and Distribution of Tourism’s product. The purpose of using Marketing
concept in Tourisms activity is to stimulate and to help promote tourist
destination. Without successful functioning of Marketing in today’s surrounds
and world’s global business, Tourism and the other business branches, would be
convicted in failure. Although, the activity of Tourism is of a seasonal
character, Marketing concept with its advantage, firstly recognized by its
Tourism product, then by its opportunities for a better use of Tourism
capacity. With this given framework of research, as intensive work of economy
activity in frame of Tourisms economy it has distinctly economy function in
countries in which are developing the Tourisms movements.
CHAPTER ONE
1.0
INTRODUCTION
“Marketing is
an organizational function and a set of processes for creating, communicating,
and delivering value to customers and for managing customer relationships in
ways that benefit the organization and its stakeholders” (American Marketing
Association 2004).
Even though
some marketing practices are as old as human trade, the marketing concept has
its roots in the United States of America in the late 19th century. The social
climate at the time was inspired by a strong economic upswing. Salesmen were
perceived of as a “proud symbol of American commerce,” (Converse 1959, p. 2)
and business barons like Morgan, Rockefeller, and Carnegie became the idols of
an adventurous and upcoming market society (pp. 19-20). The washing machine,
the refrigerator, and affordable motorized vehicles were introduced to the
markets at this time, and, by using their dollars, the people democratically
decided (“voted”) on product success or failure (Hotchkiss 1938). Around the
same time, American farmers found themselves in the unfortunate situation of
being taken advantage of by institutionalized distributors of agricultural
products. As a consequence, farmers founded agricultural cooperatives that
organized the distribution of goods across the American continent without the
support of avaricious intermediaries. The problems of market distribution that
emerged with this progressive movement were both the roots and the main focus
of marketing research (Bubik 1996; Butler 1917; Carver 1917; Powell 1910; Shaw
1912). In this context, Powell (1910) was the first to use the term marketing
in a scientific publication in the Quarterly Journal of Economics, where he
describes the distribution of Californian fresh fruit to Eastern markets.
The years
following World War I, up until Black Friday, Oct. 10th, 1929, were often
characterized as the Golden Twenties (Bubik 1996) but also the “Merchandizing
Era,” (Hotchkiss 1938, p. 241) and the “chain store decade” (Converse 1959, p.
37). Marketing was on the rise, and marketers were concerned with the
complexities of national advertising campaigns, market research, sales
management, and strategic product policy, whereas marketing researchers were
developing and integrating the fundamental knowledge of marketing. In the
decade from 1920 to 1930, 29 general marketing monographs were published that
summarized the methodical body of marketing knowledge (Bartels 1988, p.358f.).
In the 1930s, leading institutions like the “American Marketing Association”
(1937) and the “Journal of Marketing” (1936) were founded to organize and
support the emerging marketing research and practice. By 1945, scholarly
research had addressed many marketing issues that became trends at the close of
the 20th century. Shaw (1912), for instance, called for customer orientation in
1912, which then became a dominant topic in the 1960s, and Clark (1924)
required the elimination of middlemen in 1924, which became en vogue again with
the rise of digital disintermediation in the Internet economy. In addition,
consumer resistance was of interest in the 1930s (Fisk 1967), as was the social
responsibility of marketing action in the late 1960s (Fisk 1967; Lazer 1969).
Both are on the rise and are of interest to contemporary marketing researchers,
yet motivated by very different socio- and technocultural research agendas
(Holt 2002; Klein 1999; Kozinets 2002; Kozinets and Handelman 2004).
After World
War II, marketing scholars began to develop powerful marketing management
concepts as well as market and behavioral theories that are still used today
(Bubik 1996; Fullerton 1988). Well-known examples are McCarthy’s 4 p’s (1964),
Borden’s marketing mix (1965), Fishbein’s measurement of mental attitudes
(1967), the Boston Consulting Group’s portfolio matrix (ca. 1970), Porter’s
5-forces (1979) and the SWOT analysis (ca. 1978).2 Kotler and Levy (1969a;
1969b; 1971) initiated an influential discussion about the focus of marketing
with their publication “Broadening the Concept of Marketing” (Kotler and Levy
1969a) in the late 1960s. They suggested using marketing principles not only in
a business context but also for non-profit organizations, a suggestion that was
controversially perceived (Luck 1969). Around the same time, the first editions
of “Marketing Management” (Kotler 1967, 2003b) and “Marketing” (Nieschlag,
Dichtl and Hörschgen 2002 (19th Ed.); Nieschlag and Hörschgen 1969 (1st Ed.))
were published. These monographs summarize, distribute, and continuously update
the accepted body of marketing knowledge until today.
The quest for
a general theory of marketing was launched at the winter conference of the AMA
in Pittsburgh in 1946. The goal of developing such a theory was to outline a
framework for future research, and elaborate the essential nature of marketing,
which had become highly complex and diverse since the 1930s. Since Alderson and
Cox’s initial publications (Alderson and Cox 1948) there have been many
suggestions on how such a theory should be constructed. Unfortunately, most
authors chose a cumulative approach to embrace the complexity and diversity of
marketing tasks (Bartels 1968; Hunt 1983; Vaile 1949). As it currently stands,
the marketing literature shows no record of a theory that explains what
marketing actually is, rather than what marketing does (Alderson 1957; Alderson
and Cox 1948; Bagozzi 1979; Bartels 1968; Bubik 1996; Howard 1965; Hunt 2002;
Morgan 1996; Schwartz 1963). It seems as if Hunt (2003) is the lonely hunter,
looking for such a theory of marketing, while everybody else has abandoned the
quest.
In the age of
globalization and digital networks, marketing paradigms quickly appear and
vanish, and many valuable suggestions might go unnoticed in the depths of
hundreds of marketing publication outlets. Yet, there are exceptions. The value
of customer relationship and its management came into focus (Fournier 1998) in
the late 1990s and had a major impact on marketing thought and practice,
especially as computer technologies provided a means of systematically
monitoring customer interaction data. The 100-year-old brand concept came into
fashion in the late 1980s and survived the 1990s’ discussion of its own
conceptual death (de Chernatony and Dall'Olmo Reilly 1998; cf. Vargo 2004, p.
3). The one-to-one marketing trend (Peppers and Rodgers 1995) was introduced in
1995 and was soon after proven inefficient in many empirical cases (Brown 2003;
Palmer and Ponsonby 2002).
1.1 BACKGROUND
OF THE RESEARCH
Tourism are
included all activities that tourists do when they travel and these activities
are related to them. These may include planning the journey, displacement
between origin and destination, accommodation and etc. Tourism and marketing is
as identifying and anticipating the needs of tourists and providing facilities
to meeting needs and notifying them and accessing to motivate them. This makes
the tourists' satisfaction and organizational goals. Tourists target from
travelling the whole of world is seeing the attractions in tourism destinations
(Brown, 2009). Tourism product not only is different from physical goods and
products, but it is different from other services. In other word, in first
stage this product experience in time period and in different stages and this
subject makes difficult its’ assessment. In second stage this stage is
hazardous for tourists, because it has opportunity and missing time costs. In
third stage, part of this product is related to personal tendency of tourists
such as defecting life pressure, achieving new experiments, recreation and
diversion. Therefore planning tourism development needs identifying these
motives and demands. Recognition of motives and tourists needs are tourism
marketers’ tasks. And finally tourism product has dual vector ability. It means
these products are not only used by non-native tourists and many local people
also benefit from the products of this industry (Xinyan et al., 2009). Due to
the special characteristics of tourism products, the role of marketing in this
industry compared to other industries is more important and implementation of
tourism marketing tools for a country or a region is essential, because
marketing can provide some information about that specific area to potential
tourists and encouraged them to visit it (Laimer & Juergen, 2009).
According to above contents about tourism marketing and its importance in
development of this industry, it is necessary to refer a few examples that the
researchers in this study have done. Thomas (2006) in his research achieved
that With careful planning and execution of marketing management, It can be
used to greatly increase tourism revenue and diversify foreign income. Zahrer
(2009), in his study concluded that there are a significant relationship
between the dimensions of policy and dimensions of marketing. And the major
problems and barriers in the tourism industry are institutional and
organizational barriers, existence of parallel organizations and lack of
coordination among agencies involved in tourism in the country. Tosum and
Jenkins (1996), have stated in their research that can be adopted distribution
policies of tourist facilities at the national level prevent irregular density
and focus on specified tourists points. Focus on tourism planning at the
national level cannot act as an efficient. And it is better decentralized
systems can be used. Williams (2006) concluded in his research the state
historic sites and monuments, accommodation facilities and establishing marketing
offices and information is an important factor in tourism development. Gilmore
(2002) in his research concluded that protection, maintenance, repair, and pay
more attention to tourism attractions, emphasis on the use of traditional
architecture in the construction of tourist sites and appropriate
infrastructure can lead to an increase in tourists and tourism development.
Uzama (2008) showed in his research tourism development includes considering to
all the individual ground, conducting investments, technology promotion and its
orientation and changing in structure that are compatible with tourists needs.
Tourism and
hospitality is one of the most important part in economic and it is
increasingly in progress. In some countries in economic activities ground major
portion of their revenues are from introgression of tourists. In fact, not only
tourism is world’s largest industry, but it is also growing uninterrupted, as
world tourism organization predicts that in 2020 the number of tourists will
reach 3.5 billion people (Shaw & Williams, 2004). Iran is among the first
ten countries in the world in terms of tourists attractions and is among five
countries in the world in terms of tourism diversity (World Tourism
Organization, 2000). Among the factors that can influence and improve the
development of the tourism industry, Applying marketing tools and parameters
are effective. The marketing of tourism is particularly important because if
you know the marketing as a management process (Pender, 1999), all planning
activities, developing tourism products and attracting tourists Operations and
marketing activities is needed. Marketing refers to all activities of market
assessment and customers' needs of that market, with the evaluation of service,
facilities, the costs of achieving the target and facilities that contain
customer’s satisfaction. This includes programs targeted to specific groups of
customers and encourages them to purchase or use the services (Van, 2007).
Weakness in tourism marketing in the cultural heritage, handicrafts
organization and tourism is the greatest cause of Iran’s retardation of the
growth of this industry in the world. In this regard, Mazandaran province does
not pay attention to this industry and it does not only invest enough in marketing,
but has not also formulated clear policies. This is the condition of Mazandaran
province has numerous known and unknown capacities in the national and
international tourism. According to the importance of tourism marketing, one of
the main ways to development of this industry in the province can be Investment
and compilation clear policies in marketing. Therefore, this study examines the
role of marketing in tourism development. In this regard, National macro
policies adjustment, infrastructure development, attention to tourist
attractions, advertising activities, guideline Strategies based on the
distribution of attractions, that it seems they are related to tourism industry
development was introduced as the dimensions. More, the study describes the background,
research method and result will be presented.
1.2STATEMENT
OF RESEARCH PROBLEM
Tourism has
arisen to a very high level in our country, thou it’s still under development
as compared with other nations growth and development in the hospitality and
tourism industry, we have this challenge facing it, the issue of marketing.
Marketing being a strategically a means of promoting products and service to
the target person, has not been effectively employed in the tourism industry,
when a tourist seeks to find a destination do not get within the country
because the places of attraction, recreation, relaxation, refreshment and
comfort are not available as an option to him when he seeks for them due to
poor marketing.
1.3
OBJECTIVES OF THE STUDY
Because of
marketing bring about promotion in service and products the research wants of
examine the impact of an effective marketing could be to the tourism industry
in Nigeria, how marketing can bring in more tourist to the place of their
destination. Among others are:
1.Evaluate
the correlation of marketing to the tourism industry.
2.To
ascertain the cost of marketing and its benefit to the tourist center.
3.To
highlight the marketing strategy to hit the tourism industry
1.4
SIGNIFICANCE OF THE STUDY
The marketing
strategy, marketing concept and Management concept elaborated in this project
can help tourism industry decision improve the development opportunities and
service strength. This publication has been developed with the aim of providing
a common understanding of terminology and key-concepts.
Highlight on
marketing plans and strategy and the relevant role of effective marketing in
promoting the tourism industry as the tourist destination choices in order to
balance tourism flow.
1.5RESEARCH
QUESTION
The
researcher formed some research question which the research work will answer
and address in the course of this study.
1.Approximately,
what is the cost of running your marketing strategy and promotions?
2.How many
tourist come to your industry due to the advertisement made or through the
marketing plans?
3.What are
your marketing strategy used within your industry?
1.6 RESEARCH
HYPOTHESIS
According to
Aguburu (2001), the word “Hypotheses” is a set of assumptions which are
accepted provisionally as a basis for investigation. It is formulated in the
form of statements whose truth is to be tested. The following are hypotheses
for this research work:
Hypothesis
One
Null
Hypothesis (Ho): There is no significant benefit between effective marketing to
tourist destination
Alternative
Hypothesis (HI): There is a significant benefit between effective marketing to
tourist destination
Hypothesis
Two
Null
Hypothesis (Ho): effective marketing has created more cost the tourism and
hospitality industry which are unrealized
Alternative
Hypothesis (HI): effective marketing has created more tourist to the tourism
and hospitality industry which profits are realized
1.7SCOPE OF
THE STUDY
Because of
time, geographical locations, fund and other necessary logistics, the study is
narrowed down to Greenland House in Odo Owa community of Kwara State as its
case study since it is very difficult if not impossible to study all the
tourist center in Kwara state and across the state.
1.8LIMITATION
OF THE STUDY
Wide research
of this nature cannot be carried out without some constraints, this constraints
pose a lot of limitations to this work.
•Duration for
the research work is relatively short.
•Stress
emanated from other academic activities is also another constraints.
•Little
materials are also available because the work is relatively new.
•Financial
constrain poses another challenges.
•Most
information is gathered through newspapers and internet.
1.9DEFINITION
OF TERMS
Tourism: is
travel for pleasure; also the theory and practice of touring, the business of
attracting, accommodating, and entertaining tourists, and the business of
operating tours.
Marketing:
Marketing is about communicating the value of a product, service or brand to
customers or consumers for the purpose of promoting or selling that product,
service, or brand.
Tourist: a
person who travels for pleasure, usually sightseeing and staying in hotels. b.
( as modifier): tourist attractions. 2. a person on an excursion or sightseeing
tour.
CHAPTER TWO
LITERATURE
REVIEW
2.0
INTRODUCTION
According to
Owojori (2002), review of literature on a research study involves
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