Abstract
This chapter examines the tools used in tourism and hospitality marketing planning. It begins with a definition of marketing planning and an explanation of why planning is important to both the tourism marketer and the organisation. The chapter then discusses the differences between a firm’s strategic marketing and its tactical marketing. Further, the chapter examines the stages of the marketing planning process. These stages are analysis, planning, implementation, and monitoring. Within the stages of this process, the various strategic analysis tools, such as the strengths, weaknesses, opportunities, and threats (SWOT) analysis, and the Boston Consulting Group (BCG) and General Electric Company (GEC) grids are briefly discussed. Next, several techniques for making strategic choices, including Porter’s generic strategies, the price/quality matrix, and the Ansoff matrix are introduced. Finally, the elements necessary to construct a marketing plan are outlined. The chapter’s case study applies the principles of marketing planning to Marine Dynamics Shark Tours in South Africa.
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Further Reading
Baines, P., Fill, C., Rosengren, S., & Antonetti, P. (2019). Marketing (5th ed.). Oxford, UK: Oxford University Press.
Porter, M. E. (1985). Competitive advantage. New York: Free Press.
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George, R. (2021). Tourism and Hospitality Marketing Planning. In: Marketing Tourism and Hospitality. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-64111-5_5
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DOI: https://doi.org/10.1007/978-3-030-64111-5_5
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