This manual provides an introduction to e-Marketing in tourism. It also contains detailed analysis and action plans for various aspects of e-Marketing. 

Basics of e-Marketing


In today’s world, the internet has become an essential part of everyday life and business. And there are significant benefits to marketing online. Businesses have a wider reach, there is scope to access new customers, there is more inter-activity and it can also create an immediate impact. Considering this E-marketing  needs to be a critical component of every marketing plan  

Situation Analysis

The first step to developing a marketing plan is to understand the current scenario. Answering the “where are we today” question forms the basis for developing a plan for the future. Understanding your online marketplace involves identifying and analysing the following:  

  • Customers and potential customers 
  • Market 
  • Competitors 
  • Intermediaries 
  • Micro and macroenvironment 
  • Current capabilities 
  • SWOT summary 

Setting the Objective

A marketing plan should have clear objectives in order to succeed.An objective defines what one wants to achieve with relation to the current situation. Each objective has one single action that is clear, realistic, measurable, challenging, but attainable. An objective simply states the aim but does not articulate how that aim can be achieved.  For example: ‘To increase sales by 10% within 6 months’. This objective is a single actionable aim, without any description about how that aim can be achieved.  

Identifying Marketing Strategies

Strategies specify how the chosen objective can be achieved. It is important to identify strategies that best suit your current situation and objectives. Your choice of strategy may depend on your marketing mix, market segmentation, product differentiation and positioning.  

The Marketing Mix

In order for your business to sell its products and services successfully, you need to get the right type of marketing mix for your product or service. Marketing mix include four main elements: Product, Price, Place and Promotion. To achieve the right marketing mix, you need to examine your product / servicein detail and ensure that: 
  • They address a specific requirement of the market 
  • Their pricing is not too cheap or too expensive 
  • They are being distributed in the right marketplaces 
  • Adequate interest around and awareness about them 
  • They are targeted at the right people at the right time. 

Product Differentiation

Product differentiation defines the way in which an organization’s services or products differ from those of competitors.Product differentiators could be positive attributes such as importance, distinctiveness, superiority, affordability, profitability, communication, etc. Common product differentiation strategies 
  • Physical attribute differentiation 
  • Service differentiation 
  • Personnel differentiation 
  • Location differentiation 
  • Image differentiation 

Market Segmentation

Market segmentation is the process of dividing a market into distinct groups of buyers who might require separate products and/or marketing mixes. Markets can typically be segmented based on the following: 
  • Geographic segmentation (regions, countries, etc) 
  • Demographic segmentation (age, gender, etc) 
  • Psychographic segmentation (social class, life-style or personality characteristics)
  • Behavior segmentation (knowledge, attitude, use or responses to a service)