“The Role of Marketing Concept in the Tourism and Hospitality Industry in Pakistan” Abstract Hospitality and tourism industry comprises businesses engaging by providing accommodations foods recreational activities for visitors and tourists !hile comfort and catering services for others" The purpose of this research to identify and e#amine the bene$ts to be derived !hen marketing concept is applied in the tourism and hospitality industry" industry" This research research !ill be based on descr descript iptiv ive e resea researc rch h design design"" The marke marketin ting g variab variables les !ill !ill be analy% analy%ed ed to kno! ho! they in&uence customer retention" 'ome recommendations !ill made made that that ho! ho! the the conc concep eptt of mark market etin ing g prac practi tice ce coul could d be e(ec e(ecti tive vely ly operate to have bene$ts over its competitors" )ata !ill be collected from di(erent service industry of Pakistan especially hotels and tourists operators" The data !ill be analy%ed to kno! collectively to $nd out e(ectiveness of marketing marketing concept in tourism and hospitality industry of Pakistan"
1) Intr In trod oduc ucti tion: on: Marketing concepts are marketing tools philosophies use for determining anticipating the needs of market and to develop a mechanism that can ful$ll such needs in a bene$cial !ay* In today+s competitive !orld businesses must must have have an update updated d and integrat integrated ed marke marketin ting g system system ,set of tools tools philosophies. to strengthen the relationship !ith customers and to gain edge in the the mark market et"" Mark Market etin ing g mi# mi# comp compri rise ses s of prod produc uct t pric price e plac place e and and promotion the e(ective and thoughtful use of such tools ultimately gives competitive edge to the business in the market ,/atos 0121 Chonlada 3ahaudin 'hahram - Mar4an 0125." Tourism Tourism and hospitality industries are interrelated interrelated and fastest gro!ing industries of the !orld" 6ccording to 789T: tourism contributes 21; of the !orld+s <)P" Tourism refers to Traveling= it can be !ithin or out of the country or can be arou around nd the glob globe e to e#plo #plorre dest destiinati nation ons s of inter ntere est st for
recreational activities to visit historical and religious places" :n the other hand hospitality refers to hotels resorts restaurants and services provided !ith this" Hospitality industry provides food and accommodations facilities to tourists" Tourism creates opportunities for hospitality industry" 3y
using
marketing
concepts
in
tourism
and
hospitality
industry
opportunities and needs can easily be identi$ed" 3y making an integrated marketing mi# ,> Ps+ of marketing. companies can o(er better bene$ts ,Product that tourist or customer !ants. e(ectively build relationship !ith their customers ,by Promotions - Placement. at attractive price better than the competitors" In short tourism and hospitality industries !ill prosper more !hen customers or tourists have kno!ledge ,a!areness of the products. about various destinations of their interests and hotels resorts that can provide best foods and accommodations along !ith $nest services to tourists ,/atos 0121 Chonlada - 3ahaudin 'hahram - Mar4an 0125."
This paper !ill focus on studying the impact of marketing concepts on tourism and hospitality industry" In Pakistan limited research !ork done in this conte#t"
2) Research Question: 9hat is the role of marketing concepts in tourism and hospitality industry in Pakistan*
3) Objectives: Main ob4ectives of this study is to i" ii" iii"
To $nd the role of marketing concepts in tourism industry" To $nd the role of marketing concepts in hospitality industry" To $nd out the commercial bene$ts that tourism and hospitality industry is getting from marketing in Pakistan"
4) Signifcance o Stud: This study !ill e#amine the role of marketing concepts !hen applied to tourism and hospitality industry of Pakistan" This study !ill identify di(erent marketing variables that can be bene$cial !hen functioned in tourism and hospitality industry" This study !ill also pave the path for future research study speci$cally about di(erent philosophies and tools usage in these industries and their impacts"
!) "iterature Revie#: :ne of the main ob4ectives of traveling by tourist across di(erent parts or destinations of the globe is to get attraction secreted !ith such destinations ,Romania 012> 3ro!n 011@ and 'hahram - Mar4an 0125." Tourism industry is the !orld+s largest industry in&uencing economies and businesses of many countries by creating opportunities ,Romania 012> and 'hahram - Mar4an 0125." 3usinesses+ attached !ith this industry should have an updated and integrated business plan to indentify anticipate the needs of customers
,tourists. and to satisfy them better than competitors called tourism marketing" In fact by using e(ective tourism marketing $rms and businesses can survive only in today+s !orld ,Constantinides 012>." Tourism marketing is a managerial process that focuses on all activities through !hich businesses plans from need identi$cation to product development and from product
placement
to attract
customers
to!ards the
products
,)ose!ell 2@@A." Hospitality refers to hotels resorts restaurants and services provided !ith this" Hospitality industry provides food and accommodations facilities to tourists" Tourism and hospitality industries are interrelated" In short tourism creates opportunities for hospitality industry"
Hospitality and tourism
industries comprise of both tangible like food and intangible products like service e#perience associated !ith a speci$c 4ourney etc" Marketing concepts in hospitality industry also emphasis on pro$t ma#imi%ation driven by crafting values for the tourists or customers in order to accomplish the needs" 'uccessful marketing plan compose of combine e(orts from all employees at each level !ith the main aim to serve for the customers+ stake ,6my et al." 'hahram and Mar4an 0125 did !ork to study the impact of marketing in tourism industry" In their !ork they use A Ps model ,i"e" product price placement promotion people process and physical factor. to make an integrated marketing mi# in order to identify the marketing role in the form these A variables in tourism industry" They interpreted from their study that all of these variables are positively in&uence the tourism industry and if these variables are applied through integrated marketing mi# then business !ill gro! in tourism industry ,'hahram and Mar4an 0125." Romania in 012> also did !ork in studying the role of marketing in tourism and hospitality industry" 6ccording to him tourism industry !ill improved !ell by using e(ective marketing tools" 6ccording to him promotional
activities like advertisement etc attract stimulate and persuade tourists to e#plore the beauty of nature and secrets hidden !ith it ,Romina 012>." Marketing
concepts
associated
!ith
hospitality
and
tourism
industry
comprises of t!o dimensions $rst the tangible part or item or product like food beverages etc that the business is o(ering satisfy the customers+ need and second the intangible part services like actions performances or e#periences associated !ith it ,6my et al." /atos in 0121 also did his !ork by analy%ing the impact of marketing concepts in tourism" In his study he used > Ps ,price product place and promotion. to design marketing mi# model" He de$ned each factor like product is !hat that the customer !ants to ful$ll his need price is the amount that the customer is !illing to pay for the product of their interest place is about easy availability of your product and promotion is the communication !ith the customer to stimulate sales" He used descriptive research study and concluded that product should be relevant !ith the need of the customer at best a(ordable price easily available and should be e(ectively communicated !ith customers ,/atos 0121." Chonlada and 3ahaudin also used > P in his research" 6ccording to him product comprises of t!o parts physical or tangible part and intangible part like service so providing Buality products !ith best services are t!o key factors that can keep customer retention" Price is amount that the customer !ants to pay in acBuiring such product or service and it should be a(ordable &a#en and cutthroat" Promotion is the !ay by !hich companies can develop the image of its product or service in the mind of customer ,Chonlada and 3ahaudin."
$) O%erationa& 'efnition o (ariab&es and 'escri%tion o the (ariab&es:
ar*eting +once%ts refers to “an organizational function and a set of processes for creating, communicating, and delivering value to customers and
for
managing customer
relationships in
ways
that benet the
organization and its stakeholders.” Marketing Concepts includes
,roduct “the thing that company or $rm is o(ering to satisfy the needs of tourists or customers"” That must be relevant to the need of customer" The intangible aspect of the product like service should be e(ective" In today+s !orld physical part and nonphysical part like service of the product has eBual importance" 'ervices include e#periences and the !ay product is delivered to the customer particularly in hospitality industry"
,rice “the amount that the customer is o(ering in e#change of acBuiring that product"” It must be competitive fair and a(ordable"
,&ace “it is related to the availability of the product”" ,ro-otion “ho! the product+s kno!ledge is communicated from company to the customer"”
.os%ita&it Industr refers to “hotels, resorts, restaurants and services provided with this”.
/ouris- Industr refers to “traveling to destinations of interest for recreational purpose or to get the attractions from nature or to e!plore the beauty of nature.” In fact e(ective marketing concepts means integrated marketing mi# plan !hich gives relevant product !ith e#cellent services at a(ordable price and that product is easily available to the customer as it is communicated" Relevancy of product+s characteristics should properly communicate and it must be ensured by the company that speci$c product has the desired Bualities and characters as it is communicated through promotions" 3y this marketing concept positively a(ects businesses in tourism and hospitality industry"
0) /heoretica& ra-e#or*: Inde%endent (ariab&es 'e%endent (ariab&es
ar*eting +once%ts
,roduct
I-%acts businesses in /ourisand .os%ita&it
5Re&evance
6
,rice
5A7ordab&e 8
,&ace
59asi& Avai&ab&e)
,ro-otion
597ective
/he ar*eting i ode&
) .%othesis 'eve&o%-ent: )oes marketing concepts play important role in tourism and hospitality industry of Pakistan* :r )oes
marketing
concepts
signi$cantly
a(ect
tourism
and
hospitality industry in Pakistan* :r )oes marketing concepts a(ect positively tourism and hospitality industry of Pakistan*
