Every company should take into account that its activities should be geared towards the consumer, a concept which is the central idea of marketing.In the sector of tourism, competition to attract tourists is high and companies regard marketing as a necessary business tool to win over competition.

According to Inskeep, tourism marketing is defined as "the continuing research to adapt the tourism product on the market to which it is targeted." However, beyond this definition, the specificity of the tourism product is that it can only be consumed at the place where it is produced. Thus, a question arising from the application of the above definition would be: "Should we try to adapt the place to the tourism demand or the reverse". Of course, this is always a matter of the consumer's choice, who may well choose a competitive tourist destination.

Since tourism is a complex product, for the production of which many businesses and agencies work together, across disciplines and areas of the private and the public sector, the first and essential step for the successful marketing of a tourism area, destination or country is, the harmonious collaboration of all stakeholders, towards the presentation to the consumer, of a single, integrated product.

This must be done because the tourist who is visiting a tourist destination, is buying a number of sub-products of the total, the tourism package as it is called, consisting of transportation, accommodation, board, entertainment and other services and products offered to him, before leaving the place of origin, until he/she returns, or even after his/her return, in the form of after sales service.

At first, through market research, the particular needs and desires of existing and potential tourists need to be taken into account. After that, the results of the research should be analyzed and provide a basis for the development of tourism planning at national and regional level.

The competitive advantage, the strong point of the tourism product offered in a particular area, should be defined and, its viability should be assessed mainly on a medium to long term basis. Otherwise, a shift should be attempted in the marketing strategy for tourism products, towards other models, through the development of alternative forms of tourism.

An important element that can enhance the image of the tourism product over the competition is to provide extra facilities and amenities for tourists. Nowadays, comfort and safety are key factors in selecting a tourist destination, since the standard of living for tourists has risen, as well as their income. They are, therefore, willing to pay more in order to ensure a comfortable and safe holiday. Literally, a tourism product which can not convince the consumer for the provision of carefree holidays (considering the exception of adventure tourism) is doomed to fail.

Finally, the diversification of tourism in many new forms, the total of which constitute the so-called alternative and sustainable tourism, as opposed to mass tourism, requires specific knowledge of the individual markets to which the new models of tourism development are targeted.

Thus, in order to apply the principles and techniques of marketing, in the context of sustainable tourism development, the following are required:

realistic evaluation of the needs and wishes of the targeted market niche

planning the suitable product to meet consumer's expectations

building the required general technical infrastructure

creating expertise in the channels of supplying-producing, promoting and servicing the tourism product

In this way. the total tourism package will be marketable, attractive for tourists and profitable for businesses and the local community.

Learn more about this author, Georgios Gkoutzouvalos.
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