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    9.tourism Product Development and Packaging

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    AWENABAH THOMAS
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    9.tourism Product Development and Packaging

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    9.Tourism Product Development and Packaging

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    Download as pdf or txt
    29 views11 pages

    9.tourism Product Development and Packaging

    Uploaded by

    AWENABAH THOMAS
    Lecture notes

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    © All Rights Reserved
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    Chapter 9

    Tourism Product
    Development and
    Packaging

    © Dr. Kobby Mensah


    Department of Marketing and Customer
    Management
    Objectives
    • Understand tourism product development and stages
    in its development
    • Determine the essentials for a successful tourism
    product destination
    • Highlight methods to bring experiential among
    tourists
    • Understand tourism product packaging and benefits
    • Appreciate international and domestic case studies
    provided
    Introduction
    • Tourism is a important source of income for a
    country
    • A tourism product includes a combination of those
    components that contribute to the satisfaction of
    travelers.
    • Tourism products can be broadly divided in to
    attractions and facilities.
    • The main component of tourism product is
    experience.
    Stages of Tourism Product
    Development
    • Stage 1: Generic Development
    • Stage 2: Unique Features Development
    • Stage 3: Segmentation based on Age
    • Stage 4: Segmentation based on Income
    • Stage 5: Customized Products
    • Stage 6: Product Design
    Creating Experience Set

    Experiences that deliver exhilaration and vitality are on the top


    of the wish list of tourists. Experiences have power. They
    • Spark Imagination
    • Engage the senses
    • Stimulate the intellect
    • Invoke an emotive response
    • Enliven the spirit
    The trend internationally is seeing a shift from marketing of
    destinations towards marketing of experiences developed
    across destinations
    Essential Requirements in Product
    Development
    • Analyzing demand

    • Behavioral trend

    • Identifying market segments and target markets

    • Analyzing Supply

    • Application of demand and supply knowledge


    Product Differentiation
    Positioning is a process by which marketers try to create an image or an identity in the
    minds of their target market for their product, brand or organization.

    Types of positioning concepts:


    • Functional positions
    • Solve problems
    • Provide benefit to customers
    • Get favorable perception by investors and lenders
    • Symbolic positions
    • Self image enhancement
    • Experiential positions
    • Provide sensory stimulation
    • Provide cognitive stimulation
    Tourism Product Packaging
    • A package combines two or more products so
    that the purchaser(and market segment
    targeted) is advantaged compared with
    buying the items separately.
    In tourism, package may include a wide variety
    of services such as transport, accommodation,
    meals, attractions, entertainment, entrance
    fees to attractions, guide services etc.
    Packaging Benefits
    For customers
    • Convenience
    • Greater Economy
    • Ease of payment and planning
    • Low stress

    For participating businesses


    • Profitability
    • Smooth business patterns
    • Shared marketing opportunities
    • Specialized products
    • Target marketing
    Tourism Packaging Factors
    • Incentives

    • Communication

    • Branding

    • Pricing

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