Characteristics of Marketing

Characteristics of Marketing: Marketing of the tourism product has

certain peculiar characteristics. Although general principles of marketing which have proved quite effective in the marketing of products of other industries could be applicable to marketing of tourist products also. However there are also certain differences in approach. These differences are because of the peculiar characteristic of the tourist product. Among the peculiarities characteristics of tourism product are: 1. Tourism is an intangible product. Unlike physical product services cannot be seen, tasted, felt, heard, or smelled before they are purchased. To reduce uncertainty caused by intangibility, buyers look for tangible evidences that will provide information and confidence about the service. 2. Production and consumption of tourist services are closely inter-related. In hospitality services both the service provider and customer must be present for transaction to occur. Inseparability also means that customer and employees must understand the service delivery system. 3. A tourist product is assembles by many producers. The tourist product cannot be provided by single enterprise. Each of the components of a tourist product is highly specialized and together makes the final product. 4. Tourism demand is highly unstable. The demand is influenced by factors such as seasonal, economic, political etc. fluctuating demand makes a difference to deliver constant product during periods of peak demand. The high degree of contact between the service provider and the guest means that the product consistency depends upon the service providers skills and performance at the time of the exchange. 5. Periciability: - Services cannot be stored. If service providers are to maximize revenue they must manage capacity and demand since they cannot be carry forward unsold inventory. If the supply is not used it perishes. For instance, the seat in an aircraft or rail, the room in a hotel or the service tourist guide, the time of a consultant etc. all perishes if not utilised when available. The loss of revenue cannot be made up and carry forward as stock to bio sold next day or any other time. 6. Ownership: - No ownership passes from seller to buyer in a service. The buyer only acquires the right to certain benefits of what the seller offers. The customer have a right to use a hotel room or a railway berth for a period of time only but the ownership remains with the hotel owner or railway. In other words, the tourist product is not an airline railway seat or a hotel bed or a theater ticket but rather an amalgam of many components which together make a complete product. Because of the above mentioned peculiar characteristics. Coordination in tourism marketing effort is very crucial.