Marketing Mix in Tourism

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Secara spesifik International Union of Official Travel Organization (IOUTO) menyusun variabel-variabel pemasaran yang termasuk dalam empat elemen bauran pemasaran pariwisata di atas dalam sebuah tabel yang disertai contoh penerapannya dalam industri pariwisata sebagai berikut: (Oka A Yoeti, 2013:7-9)

 

Tabel 2.2. The Specifications of the Marketing Mix in Tourism

Marketing Variable	Constituent Elements	Specification of Elements as Applied to tourism
Price	Pricing Policy, Price Levels, Margins, Discounts, etc.	Price levels, Discounts for off-peak periods, etc.
Product	Product range, Product Quality, Depth of product line	Range of “holiday” product, intrinsic quality of the tourism product, value of money, etc.
Advertising	Media used, Cooperative advertising.	Advertising, Cooperative advertising with transportations companies such as airlines
Print and Distributions	Promotional literatue, Distribution of literature, Storage of Literature.	Consumer brochures, Shell folders, quides, maps,etc. Storage and distribution of literature.
Consumer Promotion	Direct mail, Promotional aids, Advertising and promotional services, word-of-mouth communications, consumer promotional campaigns.	Servicing esquires, Travel advisory service, Promotional campaign for societies, fishing clubs, etc. Specific mail shots, film visual for promotion reperesentatives.
Public Relations and Publicity	Public Relations, Publicity	Educational for journalist, editorial releases, sponsorship of events, VIPs visits, etc.
Trade pomotions	Trade promotions, Trade incentive schemes, show, seminars, exhibitions.	Promotional calls ‘’Task Force’’ campaign, new product promotions, Incentive schemes, workshops.
	Word-of-mouth	Breakfast for  agents, Education for retail travel agents, wholesaler  and tour operators.
Distribution Logistic	Means and cost of transportating/ the logistic to consumer	Charters, Subventions to transportations carriers in respect of promotional fares, additional service, etc
Merchandising	Point of sales displays	Display, stand for exibhitions, etc.
Consumer Servicing	After sales service	Tourist information officer, Guides, Maps of Locations, Industry Standards, Complaints investigation.
Marketing Administration	Marketiing administration cost	Administrative personel, office space rental, shape space, insurance, etc.

Daftar Pustaka

Oka A. Yoeti,
Pemasaran Pariwisata Terpadu, Edisi Revisi, Bandung : CV Angkasa, 2013