TOURISM AND HOSPITALITY MARKETING

Exercise 1

1.What is the importance of marketing in selling tourism products and services?

 The purpose behind tourism marketing is to promote the business, make it stand out from
rivals, attract costumer, and generate brand awareness. Many modern tourism marketing
strategies use of the internet, with websites, online adverts, email and social media platforms
often playing a key role. This means that business operating within the industry need to find
ways to stand out from rivals, promote themselves as being the best option for tourist, and
highlight some of the things that make them different, or superior. Marketing is essential for
achieving this and many of the best tourism marketing tips focus on helping business to find a
unique selling point and promote it. Of course, it is also crucial that marketers keep up with the
latest trends, so that they can create a diverse marketing mix and use the best methods for
getting their message out.

2. Differentiate a need from want.

 Needs, these are the obvious things that every person needs to stay alive. It includes food,
water, shelter, clothing and not much else in this category. These are the things without which
we would not be alive. A need is generally referred to, in economics, as something that is
extremely necessary for a person to survive. A WANT is something that a person desires, either
immediately or in the future. Unlike needs, wants are those that differ from one person to
another. For example, one person may want to own a car, while another may want to travel to
an exotic country.

3. Give three examples of tourism products that you are familiar with, and explain how the
characteristics of the tourism product are evident in each.

 Accommodation - Tourist who wants to travel to another destination or an a trip as you are
always going to need a place to stay such as hotels, camp sites etc. where you can relax or have
fun while staying. This product is highly perishable because when there is no customers
consumed on that product, it can be sold or used it on the other day, unlike those product like
foods that can be spoiled and throw away.
 Tourist attraction – Tourist who travel for leisure and recreation purposes they search for
attractions where they can enjoy fresh air from the beaches or a scenic view of a mountains.
This product which satisfy the leisure, pleasure, business at places other than the normal places
of residence. This one of the tourism products that can be offer.
 Facilities – Means for tourist or visitors providing for holiday accommodation or recreation and
may include a boat shed, boat landing, facilities, camping ground, playground, water sport
facilities or a club used in conjuction with any such activities.
EXERCISE 2

1. What is a Market?

 A market is a set of actual and potential buyers of a product. These buyers share a particular
need or want that can be satisfied through exchange relationships (Kotler et al. 2010). The
meaning of the term market has evolved over the years. To marketing professionals, a market is
all actual and potential buyers of a product and service. The tourism product is not for all. The
tourism industry aims to target a specific set of individuals. It is for a particular set of buyers, a
niche market.

2. What are the characteristics of a good market segment? Explain each.

 Identifiable. The people who comprise the segment can be located and identified such that
targeting them would be easy.
 Cohesive. The consumer should be part of a whole whose specific qualities are common at all.
 Measurable. The marketer should be able to estimate the size and potential spending of the
members of the market segment.
 Accessible. The members of the segment should be accessed by marketing efforts and
promotional activities to be conducted. If they are difficult to reach, efforts to reach out to the
specific segment might be futile.
 Substantial. Segments should be large in order to be substantial. If the segment is small, it
should have high spending capability to make a significant impact on the business bottom line.
 Actionable. The company have enough resources and commitment to enable effective
penetration of the identified segment to ensure effective positioning.

3. Differentiate the three market coverage strategies and their advantages and disadvantages.

Advantages:

 Undifferentiated Marketing
 Good targeting approach for commodity or other generic markets
 A suitable when there is a minor differences between segment needs
 Maybe suitable approach for strong global brands seeking economies of scale, e.g Starbucks
 Good approach for smaller markets or emerging sub-markets.
 Differentiated Marketing
 Usually required when pursuing long term growth
 Necessary if the current target market is becoming too competitive or lacks organic growth
 Often necessary to protect market share
 When the firm has resources or capabilities that can be leveraged into new segments
 Good to use when there are major differences between segment needs
 Concentrated Marketing
 Most suitable targeting approach for small firms and new players
 Suitable for firms with limited capability sets and a limited product mix
 Best approach for niche marketers
 Good to use when the firm has limited resources
 May be suitable for use during tough economic times
Disadvantages:

 Undifferentiated Marketing
 The obvious problem with an undifferentiated marketing is that it works best if your band
naturally appeals to a broad audience. If you choose to go through more traditional media
channels, undifferentiated marketing also has relatively high initial cost. Advertisement with a
broad reach aren’t cheap, and are often out of reach for many smaller businesses.
 Differentiated Marketing
 More segments mean more ad teams and more ad spend. Creating and running multiple
campaigns usually has a higher price tag. Your business has to use unique messaging and
campaigns for each segment, and the required resources can add up fast.
 Concentrated Marketing
 The downside to concentrated marketing is that it will only resonate with a small target
segment. Because small business and startups are used to sticking with a single value
proposition and brand voice, they may find themselves in a tricky situation when the times
come to expand.

EXERCISE 3:

1.Interview a friend or relative who frequently travels out of town or out of the country. Ask about the
factors that influence his/her travel destination choices. Write a 500 words essay about his/her
consumer behavior.

 Traveling is very important, it is the time people would usually give time to their self or with
their family. It would also the time that they could be stress free and be with the nature.
From the person I interviewed, I know him as a traveler because he is my Best of Friend and
I know that he really into travel, he wants to explore and he really is a adventurous type of
person, every time he travel he usually post all his picture on his Facebook Account, twitter
or Instagram ( IG ) and I ask him what is his reason why he travel? He gives me 5 reasons or
factors for being a traveler and why he chooses to travel if he had a time. 1) The expenses-
food, accommodation, travel expenses. 2) it it’s worth it to travel- I always search for
reviews of that place if it is really worth it. 3) purpose- could be personal or due to our
company. 4)safety- like a mountain climbing I would usually put more expenses for my
safety but if its only visiting a place like Tagaytay I would prefer to invest more in good than
safety although safety is a must. 5)the days I’m free- I would choose near travel if I have
limited time while I would choose a far travel if I have a week free time a day off. Additional
to his factors why he travels is because of ‘stress of work’ and the best place where he can
get rid of stress is going to Tagaytay we all know that Tagaytay is a very beautiful place, or
Batangas he said. From what I gather from him, it was emphasize that in his every travel he
would usually go for the travel exepenses, and the time or availability of his vacation to a
certain places he would usually want to visit. Second, he emphasizes the worthiness of his
travel because just what he have given his reasons he would usually choose a place and then
search for it and see the reviews of that place if it is good and the third is purpose of
 traveling, because if he is stress he would usually go to his favorite place to unwind, and if
the purpose is work he said he cannot say no because it is free.

EXERCISE 4:

1.What is the goal of communication.

 The goal of marketing communication is to achieve common ground between the sender
and the receiver. The bigger the union of the two circles, the easier it is to encourage and
influence the other person. Wilbur Schramm’s model of communication (1954) encapsulates
the goal of marketing achieving understanding and common ground.

2.What is the role of communication in the marketing process?

 Marketing communication helps move products, services and ideas from manufacturers to
end users and builds and maintain relationships with customers, prospects, and other
important stakeholders in the company. Advertising and sales promotion will continue to
play important roles in marketing communication mix.

3.What are the barriers to communication which we should avoid? How can we Overcome these
Barriers?

Barriers to Communication

 Language Barriers – Clearly, language and linguistic ability may act as a barrier to
communication.
 Psychological Barriers- the psychological state of the receiver will influence how the
message is received
 Physiological Barriers- it may result from the receiver’s physical state

Ways to Overcome the Barriers

 Active learning
 Select the appropriate channel for the message
 Make a special effort to understand each other’s perspective
 Ensure visibility and availability
 Environmental comfort

Thank You and God Bless !!!!