POSITIONING STRATEGIES PRACTICES

IN MARKETING OF TOURISM SERVICES

GROUP 7
Mr. STANLEY RAJ KUMAR TANDRA
Mr. SRAVAN KUMAR
Mr. MOHAMMAD AKBAR
Mr. SANJAY KUMAR
Ms. REVATI DURGA
Mr. VIJAY KUMAR

"Without a position, it is almost impossible to achieve

a meaningful and sustainable point of differentiation."

BRAND VALUE

BRAND PERSONALITY

Three Elements of Positioning

Made of three key elements:
Attributes of business/destination
2. Emotive expression
3. Brand Personality
1.

Made up of key words, which are selected for their

relevance to business/destination and its target
markets

Key Steps To Defining A Unique Position of tourism

industry

Peeling back the onion

Analyzing the competitive idea space
Identifying the true relationship drivers

Getting intimate with the consumer

Marketing roles in tourism to match the right

services with the right audience by:
Designing services to meet customer needs and
wants.
2. Identifying business objectives and developing
marketing efforts that fit in.
3. Focusing on those people most likely to buy their
services rather than the entire mass market.
1.

Importance of Tourism
Contribution to GDP, employment and foreign

exchange earnings
Linkages and added value to other economic
sectors e.g. agriculture, manufacturing and
handicraft
Catalyst for development in several other areas of
the economy, including ancillary services and
infrastructure - especially air and seaports and
roads
Economic rationale for conservation and
preservation of local heritage and culture and
improvement of product and service standards,
especially in the food services industry
Tourism Consultants Int'l Inc.

Threats to the Tourism Industry

Environmental climate change and sea level

rise, deforestation, bio-diversity loss, pollution of
coastal zones and rivers, natural disasters
(including hurricanes, flooding, earthquakes) to list
a few;
Health occasional outbreaks of health threats
e.g. SARS, bird flu, H1N1 flu virus;
Economic currency exchange movements,
changes in macro-economic indicators of tourist
generating countries;
Corporate failure of major partners/suppliers in
the business chain e.g. airlines, tour operators

Tourism Consultants Int'l Inc.

Legislation, Incentives & Sector

Development
New types of accommodation product rely

less on incentives as a determining factor

for project success
The arrangements which facilitate access
to incentives are more important than the
actual incentives granted
Incentives must be given to encourage
entrepreneurship, innovation and the
creation and development of indigenous
products and services.
Tourism Consultants Int'l Inc.

Trade Liberalization and of

Opportunities for the Tourism Sector
Liberalised trading arrangements offer

possibilities for attracting investment, business

partners and market access into Europe

Tourism Consultants Int'l Inc.

Pre-Requisites for Sector Growth and

Development
Supportive policy framework to stimulate demand

and ensure tourism continues to generate

employment, foreign exchange and add value to
other areas of economic enterprise
Increase and institutionalise training and
certification at all levels of the industry
Disseminate, adopt and encourage use of best
practices
Attract mentor and groom best and brightest for
leadership positions in the industry
Movement of labour within the Regional tourism
industry, under the framework of CSME

Tourism Consultants Int'l Inc.

Challenges, Opportunities and Strategies

for Developing the Sector
Prepare Tourism Master Plans that are capable of

implementation
Focus on integrated planning, including zoning,
adoption of standards and community
consultations as part of the planning process
Conduct airline capacity studies to ensure plans
for aviation are in consonance with and support
plans for expansion in the accommodation subsector

Tourism Consultants Int'l Inc.

THANK YOU