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Questions and Answers
What covers several levels in tourism marketing?
Marketing for tourism
Which of the following is NOT included as a product in tourism marketing?
Tourism products can be touched or tasted before purchase.
False
What does it mean that tourism products are inseparable?
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The experience of tourism products is likely to be different depending on when the product is _____
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Which characteristic makes tourism products highly perishable?
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High involvement tourism products are typically inexpensive and simple.
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What is at the center of tourism marketing?
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Which of the following is NOT a core marketing function?
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Philip Kotler defines marketing as the process by which companies create value for _____
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What aspect of marketing involves bringing products and services to customers?
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Study Notes
Introduction to Tourism and Hospitality Marketing
- Marketing encompasses a wide range of levels, focusing on both destinations as products and individual services enhancing tourist experiences.
- Key tourism products include:
- Transportation
- Accommodation
- Attractions
- Amenities
Unique Characteristics of the Tourism Industry
- Intangible: Tourism products cannot be experienced physically before purchase; consumers rely on images and reviews.
- Inseparable: Products and consumers must be present together; the experience occurs in a shared space.
-
Variable: Experiences differ based on:
- Timing of use
- Companions
- Service delivery
- Perishable: Offers cannot be stored; unsold products lose value daily, exemplified by airline seats and hotel rooms.
- High Involvement: Tourism purchases require significant consideration, with consumers often engaging in detailed comparisons of options, resulting in a complex decision-making process.
High vs. Low Involvement Products
-
High Involvement Products:
- Generally expensive and complex
- Considered unrepeatable and unique
-
Low Involvement Products:
- Typically inexpensive and simple
- Familiar and easily repeatable purchases
Tourism Marketing
- Centers around customer satisfaction; defined as a process for creating value and building relationships for mutual benefit.
- It is a management process that designs, promotes, and distributes tourism products and services responsive to market needs.
Core Marketing Functions
- Marketing Information Management: Collects customer data to improve service and decision-making.
- Financing: Ensures resource allocation for business sustainability and improvement.
- Pricing: Aligns product value with consumer willingness to pay.
- Promotion: Develops marketing strategies for product introduction and sales.
- Product/Service Management: Focuses on the lifecycle of products, from design to improvement.
- Distribution: Ensures effective delivery of products to consumers.
- Selling: Measures marketing success, emphasizing follow-up tactics and repeat sales.
Practical Task
- Observe tourism marketing in everyday life, particularly through advertisements and promotions in various media.
- Engage in discussions in class based on observations of marketing strategies employed by tourism establishments.
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Description
This quiz covers the fundamentals of marketing in the tourism and hospitality industry, exploring various elements such as destinations, products, and services that enhance the tourist experience. The focus is on understanding the unique characteristics and marketing strategies applicable to this sector.
