A marketing mix is a crucial tool for tourism organizations, and it comprises four major components, commonly known as the 4Ps of marketing. These are Product, Price, Promotion, and Place. The following is an evaluation of how these elements are manipulated by tourism organizations to achieve a competitive edge.
1. Product: The product element of the marketing mix is concerned with creating tourism products that meet the needs and preferences of customers. Tourism organizations develop products that cater to the diverse tastes and preferences of customers. For instance, a tourism organization may provide customized packages that cater to different age groups, cultural backgrounds, and interests of the visitors. A competitive edge can be achieved by providing unique tourism products that stand out from the competitors' offerings.
2. Price: The price element of the marketing mix refers to the cost of tourism products and services. Tourism organizations manipulate prices to attract more customers and retain their existing customers. For example, during off-peak seasons, prices may be reduced to attract more visitors. Additionally, discounts may be offered to frequent customers. By offering competitive pricing, a tourism organization can gain a competitive edge over its competitors.
3. Promotion: Promotion refers to the marketing and advertising efforts used to promote tourism products and services. Tourism organizations use various promotion techniques, such as advertising, public relations, and sales promotion, to reach potential customers and convince them to choose their products over competitors. For instance, a tourism organization may use social media platforms to promote its products and services. The use of effective promotion techniques can help a tourism organization to gain a competitive edge.
4. Place: Place refers to the distribution channels used to sell tourism products and services. A tourism organization may use different channels such as online travel agencies, direct sales, and wholesalers. The organization should ensure that its products are easily accessible to customers and that distribution channels are efficient and cost-effective. By ensuring that its products are readily available and accessible, a tourism organization can gain a competitive edge.
In conclusion, tourism organizations manipulate the elements of the marketing mix to achieve a competitive edge in the tourism industry. By developing unique tourism products, offering competitive pricing, using effective promotion techniques, and ensuring efficient distribution channels, organizations can gain a competitive edge and attract more customers.