IGNOU TS 6 2008 - Discuss the relevance of the fifth P in tourism marketing

Question

Discuss the relevance of the fifth P in tourism marketing

04 Jun 2018

Answer :

Word Count : 738

1 Relationship Marketing In Tourism : Each of the elements of the Marketing Mix interact with each other and they should be so developed that their results are synergic in nature. Hence, while developing a Marketing Mix r' strategy,the tourism marketeers need to consider the relationships between the elements of the mix. This is termed 'Relationship Marketing.' There are three degrees of interaction between the Marketing Mixelements. They are:

i) Consistency : This is where two or more elements have a logical and useful fit. In tourism marketing, product, physical evidence and place can be said to be consistent. Again, promotion and people elements have a similar relationship.

ii) Integration : It involves an active harmonious interaction between the elements of the mix Ifthe different elements are designed on their own without considering their effects on the others, confusion and misuse of the resources may result. I

iii) Leverage : It is concerned with using

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