Podcast
Questions and Answers
What is the definition of marketing?
What is the definition of marketing?
- The process of selecting target markets alone
- Selecting target markets, getting, keeping, and growing customers through creating, delivering, and communicating superior customer value (correct)
- Building strong customer relationships in order to capture value from customers
- Creating and delivering customer value only
Which factor affecting Tourism and Hospitality Marketing involves designing itineraries around specific themes?
Which factor affecting Tourism and Hospitality Marketing involves designing itineraries around specific themes?
- Co-creation (correct)
- Social Media Marketing
- Relationship Marketing
- Special Interest Tourism
In 2017, what percentage of people used online sources to plan their trips according to the Visa Global Travel Intentions study?
In 2017, what percentage of people used online sources to plan their trips according to the Visa Global Travel Intentions study?
- 41%
- 59%
- 83% (correct)
- 69%
What is the concept of Ethnocentrism connected to in Tourism and Hospitality Marketing?
What is the concept of Ethnocentrism connected to in Tourism and Hospitality Marketing?
Which marketing aspect involves the emergence of tourism away from standardized offerings to more specialized experiences?
Which marketing aspect involves the emergence of tourism away from standardized offerings to more specialized experiences?
What is the term for a specific group of consumers for which a product or service is being sold to?
What is the term for a specific group of consumers for which a product or service is being sold to?
Which type of segmentation involves analyzing an individual's lifestyle, interests, opinions, and preferences?
Which type of segmentation involves analyzing an individual's lifestyle, interests, opinions, and preferences?
What does Unique Selling Preposition refer to?
What does Unique Selling Preposition refer to?
What does Behavioral-Occasion Segmentation involve?
What does Behavioral-Occasion Segmentation involve?
What exerts influence and pressure even in buying decisions?
What exerts influence and pressure even in buying decisions?
Based on what value the target market is looking for, which segmentation is used?
Based on what value the target market is looking for, which segmentation is used?
What does 'Positioning' refer to in marketing?
What does 'Positioning' refer to in marketing?
Which element is considered the core of tourism products according to the text?
Which element is considered the core of tourism products according to the text?
What is the purpose of 'Branding' in marketing?
What is the purpose of 'Branding' in marketing?
Which of the following is NOT one of the Philippine 9 Priority Products?
Which of the following is NOT one of the Philippine 9 Priority Products?
In the context of marketing, what does 'Composition of Tourist Destination' refer to?
In the context of marketing, what does 'Composition of Tourist Destination' refer to?
What does the 'Marketing Mix Product' primarily consist of?
What does the 'Marketing Mix Product' primarily consist of?
What does 'Accessibility' mainly refer to in the context provided?
What does 'Accessibility' mainly refer to in the context provided?
Which element of the marketing mix specifically deals with the channels of product distribution?
Which element of the marketing mix specifically deals with the channels of product distribution?
What is 'Promotions: Public Relations' primarily focused on?
What is 'Promotions: Public Relations' primarily focused on?
Which part of the marketing mix includes strategies to persuade customers into action?
Which part of the marketing mix includes strategies to persuade customers into action?
In the context provided, what does 'Sales Promotion' involve?
In the context provided, what does 'Sales Promotion' involve?
Which element of the marketing mix focuses on the natural and built environment landmarks at a destination?
Which element of the marketing mix focuses on the natural and built environment landmarks at a destination?
What type of marketing technique involves using internet-driven tools such as websites, social media, and mobile applications?
What type of marketing technique involves using internet-driven tools such as websites, social media, and mobile applications?
Which marketing technique is suitable for an organization interested in selling to a carefully segmented group of customers?
Which marketing technique is suitable for an organization interested in selling to a carefully segmented group of customers?
Who are referred to as 'People' in the context of Expanded Marketing Mix?
Who are referred to as 'People' in the context of Expanded Marketing Mix?
What does 'Physical Evidence' refer to in the marketing context?
What does 'Physical Evidence' refer to in the marketing context?
In Interactive Television marketing, how do consumers engage with promotional offers?
In Interactive Television marketing, how do consumers engage with promotional offers?
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Study Notes
Tourism and Hospitality Marketing
- Definition of Marketing: a strategic process of selecting target markets, getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Factors Affecting Tourism and Hospitality Marketing
- Special Interest Tourism: a shift away from mainstream tourist offerings to more specialized and unique forms.
- Social Media Marketing: 83% of people use online sources to plan their trips, 69% share their experiences online, and 41% post online reviews.
- Co-creation and Thematic Products and Services: travel agents design itineraries around themes highlighting attractions at specific destinations.
- Self-Reference Criteria (SRC) and Ethnocentrism: unconscious reference to one's own cultural values and experiences as a basis for decisions.
- Relationship Marketing: developing and maintaining ongoing relationships with customers.
Marketing Mix
- Product: a combination of tangible and intangible products perceived by tourists as an experience, representing the core of tourism products.
- Expanded Marketing Mix
- People: visitors, staff, management, host community, and other stakeholders in the creation, purchase, and delivery of tourism products.
- Process: activities involved in online and face-to-face encounters between customers and the organization.
- Physical Evidence: tangible aspects of a product or service that customers can see, touch, and experience.
Target Market Segmentation
- Demographics: age, gender, educational attainment, ethnicity, religion, occupation, household size, and income.
- Psychographics: in-depth analysis of a person's lifestyle, including interests, opinions, and preferences.
- Geo-demographics: study of population and its characteristics based on where they live.
- Behavioral-Occasion Segmentation: selecting tourist segments based on knowledge, attitude, use, or response to a product.
- Benefit Segmentation: based on what value the target market is looking for.
Key Concepts
- Unique Selling Proposition (USP): a distinct characteristic, feature, or benefit that differentiates a product from the rest of the competition.
- Competitive Advantage: key strengths of tourism products over the rest.
- Positioning: designing the organization's actual and perceived offering to occupy a distinctive place in the mind of the target market.
- Branding: a symbol, color, slogan, and/or an image that evokes a specific perception.
Philippine 9 Priority Products
- Nature Tourism
- Cultural Tourism
- Sun and Beach Tourism
- Leisure and Entertainment Tourism
- MICE and Events Tourism
- Health, Wellness, and Retirement Tourism
- Cruise and Nautical Tourism
- Diving and Marine Sports Tourism
- Education Tourism
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