Transcript Chapter 2 The Analysis of Tourism Marketing Environment

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Chapter 2 The Analysis of Tourism
Marketing Environment
Learning objectives:
1. to grasp the constitution of tourism
marketing environment.
2. be familiar with the analysis of the factors
that affect the macro-environment and microenvironment of tourism marketing.
3. to grasp the measures that enterprises take to
deal with the environment.
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Section 1 Tourism Marketing Environment
Marketing environment is the key factor that
restricts enterprises’ marketing activities. Relying
on the specific environment, marketing activities
can be carried on normally.
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Based on the different points of view,
scholars have put forth different ways
of analyzing the environment. Philip
Kotler’s way is that the environment
is analyzed from two levels: macroenvironment and micro-environment.
These two levels are not coordinate
relation, but the relationship between
the principal and the subordinate.
Micro-environment is restricted by
macro-environment and all the
components of micro-environment are
affected by different powers in macroenvironment , illustrated as the right
chart.
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Direct marketing
environment
Indirect marketing
environment
enterprise
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The constitution of marketing environment
economy
nature
competitor
supplier
enterprise
politics
 intermediary
customer
culture
technology
the public
population
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Section 2 The Analysis of Macro-environment of
Tourism Market
enterprise
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Political and legal environment
Political

environment refers to
the external political
situation and state
that affect enterprises’
marketing activities
and is composed of
domestic political
situation and
international political
situation.
Legal environment refers to the laws,
decrees and regulations promulgated by
national or local government. For
example, “ Trademark Law” protect the
rights and
interests of enterprises,
“Economic Contract Law”, “Law against
Unfair Competition”, “ Anti-Dumping
Law”, “ Advertisement Law” and “ Price
Law” all standardize the commercial
activities of enterprises, and “Consumer
Protection Law” and “Product Quality
Law” protect the consumer's rights and
interests.
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Socio-cultural Environment
Language and education
education
Cultural
change
religion
acculturation
national customs
concept of value
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Socio-cultural environment
Socio-culture refers the total complex of
national identity, value, lifestyle,
religious belief, ethics, education ,
language and character in a specific
nation or region. The impact of culture
on enterprises’ marketing activities is
multi-level, omni-directional
and
permeable. The dominant cultures, such
as concept of value and outlook on life,
play a role of condensing the entire
country and nation and are formed
through thousands of years; subcultures , such as race, region and
religion, are the cultural branch and
subject to the major cultures.
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Education
Religious belief
Concept of value
Convention of
consumption
Ethics
Time and trend of
consumption
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Economic Environment
income
Consumer expenditure
pattern
Personal savings and
financial credit
Trade balance
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Population environment
The total number
of population
Age structure
Acceleration of
rural area
city
suburbs
aging process
A fall in birth
rate
Geographical
People form different places have different
distribution of
preferences to products and service.
population
Family
composition
Population
gender
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Technological environment
Technology is a "creative force of destruction".
Science and technology bring mankind
unlimited resources and wealth, as well as
devastating disaster.
Technological revolution help improve the
management of enterprise.
Technological revolution influences customer’s
shopping habits.
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Natural environment
Human race have only
one earth and the
destruction of the
natural environment is
irreparable.
Natural environment refers to the
natural resources that meet the
salesmen's need and are affected
by marketing activities.
It’s necessary for
enterprises to maintain
long-term welfare of
society while
implementing ecomarketing, green
marketing in their
marketing strategy.
Shortage of raw materials
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Increase of energy costs
Increase of pollution
Change of the government’s
mission
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Section 3 Micro-environment
The public
sellers
suppliers
Tourist
consumers
middlemen
competitors
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Internal environment of enterprise
market
development
financial
affairs
marketing
enterprise
purchase
production
accounting
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Tourist consumers
Institutions and individuals purchasing products
and service of tourist enterprises can be divided
into the following three types:
Individual
Family
Purchaser of enterprises
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Marketing intermediary
Marketing intermediary refers to the relevant
institutions and individuals that facilitate
enterprises in all links in the marketing process.
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Suppliers
Suppliers refer to units or individuals that provide
enterprises the necessary resources (raw materials, semifinished products, equipment, energy, etc.) to produce
products and service. They have great impact on
enterprises’ marketing activities.
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Competitors environment
By analyzing the process of customer’s decision-making,
competitors can be generally divided into the following
four types:
Desire competitors: provide different products to meet
different needs.
Parallel competitors: provide different product to meet the
same needs.
Product competitors: provide products that meet the same
needs.
Brand competitors: provide products of different brands that
meet the same needs.
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Public environment
enterprise
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The comprehensive analysis of internal environment of
enterprises---SWOT analysis
SWOT is an English abbreviation:
S—— Strength
W——Weakness
O—— Opportunity
T—— Threats
It amplifies the enterprise’s strength and weakness and the existing
opportunity and threats, based on the analysis of the resources.
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SWOT analysis of Guilin tourist products
types of
tourist
products
strength
weakness
opportunity
threats
measures
sports
combined with
going sightseeing
and going
vacationing; suitable
climate and
environment; active
participation; good
linkage with other
aspects
shortage of
persons of ability;
facilities are up
to much; the
management
departments lack
awareness of
development
popularity of
keeping fit;
rich tourist
source
security
issues;
unsatisfie
d
economic
benefit ;
financial
subsidies
National Games,
University Games
and the
organization and
planning of
international and
domestic
competitions
go
sightseeing
and going
vacationing
relying on the city;
many ancillary
products; high-grade
resources; green
home environment
imperfect
facilities; the
competition from
Guangdong and
Hainan
the increase
of people’s
income and
leisure time;
the increase
of mediumrange and
short-range
tourists
heated
competiti
on on and
cultural
conflict
adjustment of the
range of products;
enrichness of the
content;
strengthening
marketing
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