MARKETING MIX FOR SUSTAINABLE TOURISM Dr Ranbir Singh* 1

Transcription

1 ISSN: IJMRR/ August 2014/ Volume 4/Issue 8/Article No-6/ Dr. Ranbir Singh et. al./ International Journal of Management Research & Review MARKETING MIX FOR SUSTAINABLE TOURISM Dr Ranbir Singh* 1 1 Institute of Hotel & Tourism Management, M.D.University, Rohtak, Haryana, India. ABSTRACT Traditionally, marketing is considered as hurdle for sustainability not only for tourism industry but also for other industries including manufacturing and trading. The present paper discusses that how elements of marketing mix can be used to develop sustainable tourism. Based on secondary data, the paper is aimed to discuss all elements of marketing mix and their role. Findings suggest a balanced approach in interests of all direct and indirect stakeholders can help in sustainability. Keywords: Sustainable tourism, marketing mix, 10 P, suggestions. INTRODUCTION Rapid growth of tourism development and its impacts have prompted calls for higher level of sustainability from both sides i.e. supply side (i.e. destination) and customers side (i.e. tourists). In year 2008, tourism activities have contributed 5% of total emissions, which aggravated global climate change adversely (G ossling, 2009). This creates a serious threat to resource base (Garnaut, 2008) and tourism academia is looking forward for alternative and adaptive strategies at destination levels (Lambert, Hunter, Pierce, & MacLeod, 2010). Survey literature provides alternate in form of sustainability. Sustainable tourism has become an ideology, a concept, a philosophy, a process, a political catch phrase or a product (Wall, 1996). Bramwell & Lane, (1993) defined sustainable tourism as development that meets the needs of the present without compromising the ability of future generations to meet their own needs. It should have ability to reduce the adverse impacts and simultaneously should able to create value for tourists (Polonsky et al., 2003). Bramwell & Lane, (1993) have given four basic principles of sustainable tourism i.e. holistic planning and decision-making, preservation of ecological processes, protection of human heritage & biodiversity, and growth that can be sustained longer. MARKETING MIX Based on above discussion principles, sustainable tourism can be developed but marketing also becomes imperative to discuss because selling of tourism product decides the fate of any industry. Marketing mix seller s view of the marketing tools available for influencing buyers (Kotler & Keller, 2006, p. 19) helps to determine the demand of a destination. The element of Marketing mix initially given by McCarthy (1960) were product, price, promotion and place while three more were added (participants, process and physical evidence, proposed ) by Booms and Bitner (1981) and later on Morrison (2009) added three more (i.e. *Corresponding Author 825

2 partnership, packaging and programming). These ten available elements of marketing mix for tourism industry when mixed with principles of sustainable tourism (UNWTO s (2004)) raises following enquiries: (1) Socio-cultural: Whether marketing mix element will conserve built and living heritage, respect it and promote cultural understanding. (2) Economic: Whether tourism development using elements of marketing mix will be able to distribute economic returns in balanced manner among all direct and indi4rect stakeholders for long term or not and how? (3) Environmental: How does marketing mix will make optimum use of resources for conservation of biodiversity? This paper with above three objectives uses data form secondary sources i.e. literature survey. It provides a critical evaluation of all elements of marketing mix and their role for promotion of sustainable tourism. MARKETING MIX AND SUSTAINABLE TOURISM The present section deals with the role of each element of marketing mix for development of sustainable tourism. Product: are destinations which include public and private goods. Marketers working for industry have little control on public goods. Unfriendly residents, visual disturbances at destinations and untidy streets can t be managed tourism industry but partnership between public and private sector can ensure collaboration for providing better quality of services to tourists on sustainable basis. Price: a major factor to influence the demand, brand and image of a product (Kotler & Keller, 2006), but unable to pay the full cost of sustainable tourism but tourists seem to unfavourable towards payments for sustainability (Gossling, Haglund, Kallgren, Revahl, & Hultman, 2009). Marketers are also unable to reduce the price because of tough competition (Curtin & Busby, 1999). Consumer awareness will be a support under these circumstances. Promotion: means to inform persuade and remind the customers about brand and product (Kotler & Keller, 2006, p. 536). Promotion is fundamental and key to communicate about sustainable tourism (Kotler & Keller, 2006). The other objective of promotion can be reducing negative environmental and socio-cultural impacts by participation of residents in order to sustain tourism for longer time. Buhalis, (2000) stated that a suitable communication strategy should support destination authorities to convey their message and promote environmentally friendly practices locally. Social media can be an extra support for the purpose. Place: range or independent organizations supportive to make product and service ready for consumption (Kotler & Keller, 2006, p. 468) adds value in the tourists experience. A strong motivation should be promoted for reduction of carbon foot printing. Transport by lowimpact vehicles (Reilly, Williams, and Haider, 2010) and slow travel (Lumsdon & McGrath, 2011) can develop sustainable tourism. Copyright 2012 Published by IJMRR. All rights reserved 826

3 Participant: a key component in delivery of quality services which stress on required skills for human resource. This element of marketing mix can be explained as all human actors who play a part in service delivery and thus influence the buyer s perceptions: namely the firm s personnel, the customer, and other customers in the service environment (Zeithaml, Bitner, & Gremler, 2006, p. 26). Booms & Bitner, (1981) stated that work force in tourism requires higher level of skill set. Role of participant in sustainable tourism development is, therefore significant. Physical Evidence: provides ease for tourist as well as employee and ensure the efficient delivery and consumption of service. It is also stated as the environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of the service (Zeithaml et al., 2006, p. 27). Buhalis (2000) stated that sustainability is important component of destination image and significant tourist traffic trend is towards to more environmental friendly areas in contemporary. Process: includes procedure that how activities and mechanism of product delivery takes place (Zeithaml et al., 2006, p. 27). Contemporary trends of digital booking, environmental accounting, use of solar energy, transport mode of low carbon emission and recycling are some of examples. Motivating tourists to participate in activities which reduces environment footprints like reduction water usage and reusing linen can be useful for sustainability of tourism industry ( Bohdanowicz, Zientara, & Novotna, 2011). Packaging: defines inclusion of travel services and hospitality in form of single price offering (Morrison, 2009, p. 392). Packaging supports organizations to differentiate their products from rival companies and to control demand. By using sustainable approaches, companies can improve their images, credibility and reliability but only with the association of same-minded stakeholders. Programming: provides the provisions of events, programs and other activities to enhance tourist traffic and their spending (Morrison, 2009, p. 392) at destination. These events can create infrastructural thrust on destination by implementation of carry capacity concept (McCool and Lime, 2001). Partnership: includes co-operative marketing efforts by different travel organization and hospitality firms (Morrison, 2009, p. 352). Partnership can play very effective role in creation and maintenance of sustainable tourism. Selin, (1999) stated that this partnership showed very positive result in USA. However, Buhalis (2000) and Bastakis, Buhalis, and Butler (2004) have highlighted the problems created by tour operators sector. Based on healthy and sound negotiations, these problems can be solved for sustainable tourism. CONCLUSION The elements of marketing mix for sustainable tourism can be managed and controlled by organisations for their marketing advantages like differentiation in term of their product or service quality and higher-level brand positioning. Investigation of related survey literature has given importance of all elements of sustainable tourism marketing mix and has justified Copyright 2012 Published by IJMRR. All rights reserved 827

4 the findings. The future of sustainable tourism is dependent on effective use of all these elements. REFERENCES Bastakis C, Buhalis D, Butler R. The perception of small and medium sized tourism accommodation providers on the impacts of the tour operators power in the Eastern Mediterranean. Tourism Management 2004; 25: Bohdanowicz P, Zientara P, Novotna E. International hotel chains and environmental protection: An analysis of Hilton s we care! programme (Europe, ). Journal of Sustainable Tourism 2011; 19(7): Booms BH, Bitner MJ. Marketing strategies and organizational structures for service firms. In J.H. Donnelly & W.R. George (Eds.), Marketing of services. Chicago, IL: American Marketing Association 1981; Bramwell B, Lane B. Sustainable tourism: An evolving global approach. Journal of Sustainable Tourism 1993; 1(1): 1 5. Buhalis D. Marketing the competitive destination of the future. Tourism Management 2000; 21: Curtin S, Busby G. Sustainable destination development: The tour operator perspective. International Journal of Tourism Research 1999; 1(2): Gossling S. Carbon neutral destinations: A conceptual analysis. Journal of Sustainable Tourism 2009; 17(1): Gossling S, Haglund L, Kallgren H, Revah M, Hultman J. Swedish air travelers and voluntary carbon offsets: Towards the co-creation of environmental value. Current Issues in Tourism 2009; 12(1): Garnaut R. The Garnaut climate change review. Cambridge: Cambridge University Press, Kotler P, Keller KL. Marketing management (12 th ed.). Upper Saddle River, NJ: Pearson Prentice Hall, Lambert E, Hunter C, Pierce GJ, MacLeod CD. Sustainable whale-watching tourism and climate change: Towards a framework of resilience. Journal of Sustainable Tourism 2010; 18(3): Lumsdon LM, McGrath P. Developing a conceptual framework for slow travel: A grounded theory approach. Journal of Sustainable Tourism 2011; 19(3): McCarthy EJ. Basic marketing: A managerial approach. Homewood, IL: Irwin, McCool S, Lime D. Tourism carrying capacity: Tempting fantasy or useful reality. Journal of Sustainable Tourism 2001; 9(5): Morrison A. Hospitality and travel marketing (4 th ed.). Albany: Delmar Cengage Learning, Copyright 2012 Published by IJMRR. All rights reserved 828

5 Polonsky MJ, Carlson L, Fry M. The harm chain: A public policy development and stakeholder perspective. Marketing Theory 2003; 3(3): Reilly J, Williams P, Haider W. Moving towards more eco-efficient transportation to a resort destination: The case of Whistler, British Columbia. Research in Transportation Economics 2010; 26: Selin S. Developing a typology of sustainable tourism partnerships. Journal of Sustainable Tourism 1999; 7(3 4): United Nations World Tourism Organization. UNWTO sustainable tourism development conceptual definition, Wall G. Is ecotourism sustainable? Environmental Management 1996; 2(3 4): Weaver D, Lawton L. Tourism management (4 th ed.). Milton, Queensland: John Wiley, World Commission on Environment and Development (WECD). Our common future. Oxford: Oxford University Press, Zeitham V, Bitner MJ, Gremler DD. Services marketing, integrating customer focus across the firm. New York: McGraw-Hill, Copyright 2012 Published by IJMRR. All rights reserved 829