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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