Objectives of tourism marketing

Supervised by Asst. Lect. Janan Abdul-Ridha Hamza
Revan Hakim Muhammad Hamoud

The ultimate goal of the tourism marketing process is to meet human needs. This shows that the primary goal of marketing is to satisfy the tourist and discover his motives, needs and desires, i.e. to reach knowledge of the type of services requested by the tourist, such as prices that suit his capabilities and circumstances. If we succeed in satisfying the tourist, the expansion of the market and the increase in demand for it becomes a natural matter. The objectives of tourism marketing can be limited to the following points: (Al-Bakri, 17:2008), (Abu Rahma et al., 34:2016), (Muhammad, 2019-74:2020), (Al-Zaghbi, 100:2009)
1- Satisfying the tourist and following his needs and desires. Marketing is also considered a process directed to satisfy the consumer. In light of this situation, the primary goal in applying the principles of marketing in providing tourism services is to satisfy the tourist, as tourism institutions focus in their philosophy on protecting their existence in Customer satisfaction through the organized marketing process

2-Making operational economy possible, which requires optimal exploitation of available resources. In addition, the institution shows interest in outperforming competition and controlling the leading position in the market. Naturally, this requires controlling waste and spoilage.

3- Tourism marketing helps in increasing the intensity of competition. The intensity of competition between tourism companies exists, which requires the creation of distinguished services to meet the needs of tourists so that they can obtain services at appropriate prices.

4- Tourism marketing contributes to facilitating the process of determining prices, which is a complex process that requires prior study of the pricing process and reviewing the policies of tourism institutions.

5- Tourism marketing contributes to developing the promotion process. Promotion represents that part of communications that aims to inform, persuade and remind the audience of goods and services and influence them to accept and use these products.

6- Achieving profits One of the goals of tourism marketing is to achieve profits, even on the long or medium level, by developing marketing plans that enable the institution to achieve profits and enable it to repeat the production cycle.
7- Outperforming the competition is one of the most prominent and important goals of tourism marketing, which is drawing up strategic marketing plans that enable the institution to outperform the competition by acquiring and maintaining a market share.
-8 Highlighting a clear image that the goal of tourism marketing is to help the institution highlight a clear image of the tourism area and that the principles of real tourism marketing are influential in creating or eliminating negative impressions in the target markets, such that many cases require adopting successful marketing strategies to remove the problem of the impression through effective means of communication that slow down the process of enhancing the positive aspects or eliminating or reducing the severity of negative aspects about the tourism area.