CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY                                         

There is no gain saying the fact that the ultimate aim of every business undertaking is to maximize profit. Some organizations fail to recognize that satisfaction is synonymous with profitability. This means that until a consumer is satisfied with an offering, the organization has not achieved its profit goals.

        In fact marketing as one of the management functions,,, has numerous contribution to make in tourism development.

Marketing is the management function which organization and directs all those business activities involved in assessing and converting customer purchasing power into effective demand for a specific product or services to the final consumer or use so as to achieve the profit target or other objectives set by the company, it was seated by British institution of marketing.

J. KRIPPERDORT (1979:35) defined marketing in tourism as the systematic and co-ordinate execution of business which by tourist undertaking to achieve optimal satisfaction of the need of identifiable consumer groups and in doing so to achieve appropriate profit for themselves.

        The 7P’s Tourism

In any business there is the need to understand the marketing mix in order to be successful. Not to over emphasis on this 7P’s of tourism. This 7p’s examined the marketing mix of tourism, the product element, the price element, the promotion element, the place (destination) element, the people element, the process element and the physical evidence element.

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