28 Questions
What is the definition of marketing?
Selecting target markets, getting, keeping, and growing customers through creating, delivering, and communicating superior customer value
Which factor affecting Tourism and Hospitality Marketing involves designing itineraries around specific themes?
Co-creation
In 2017, what percentage of people used online sources to plan their trips according to the Visa Global Travel Intentions study?
83%
What is the concept of Ethnocentrism connected to in Tourism and Hospitality Marketing?
Unconscious reference to one's own cultural values in decision-making
Which marketing aspect involves the emergence of tourism away from standardized offerings to more specialized experiences?
Special Interest Tourism
What is the term for a specific group of consumers for which a product or service is being sold to?
Target Market
Which type of segmentation involves analyzing an individual's lifestyle, interests, opinions, and preferences?
Psychographics
What does Unique Selling Preposition refer to?
Characteristics that differentiate a product from competition
What does Behavioral-Occasion Segmentation involve?
Selecting segments based on knowledge and response to a product
What exerts influence and pressure even in buying decisions?
Reference Groups
Based on what value the target market is looking for, which segmentation is used?
Benefit Segmentation
What does 'Positioning' refer to in marketing?
Designing the organization's offering to occupy a distinctive place in the mind of the target market
Which element is considered the core of tourism products according to the text?
Product in the Marketing Mix
What is the purpose of 'Branding' in marketing?
To develop distinctive symbols and slogans for marketing purposes
Which of the following is NOT one of the Philippine 9 Priority Products?
Education Tourism
In the context of marketing, what does 'Composition of Tourist Destination' refer to?
Creating accommodations and amenities in destinations
What does the 'Marketing Mix Product' primarily consist of?
Goods and services demanded by visitors at a destination
What does 'Accessibility' mainly refer to in the context provided?
The available transportation and infrastructure to reach the destination
Which element of the marketing mix specifically deals with the channels of product distribution?
Place (Distribution Channels)
What is 'Promotions: Public Relations' primarily focused on?
Generating a favorable corporate image and goodwill with customers
Which part of the marketing mix includes strategies to persuade customers into action?
Personal Selling
In the context provided, what does 'Sales Promotion' involve?
Short-term incentives to induce purchase
Which element of the marketing mix focuses on the natural and built environment landmarks at a destination?
'Attractions'
What type of marketing technique involves using internet-driven tools such as websites, social media, and mobile applications?
Digital and Social Media Marketing
Which marketing technique is suitable for an organization interested in selling to a carefully segmented group of customers?
Direct Marketing
Who are referred to as 'People' in the context of Expanded Marketing Mix?
Visitors, staff, and stakeholders
What does 'Physical Evidence' refer to in the marketing context?
Visible promotional signage
In Interactive Television marketing, how do consumers engage with promotional offers?
By selecting on-demand samples using remote controls
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
This quiz covers topics such as defining marketing, target marketing, positioning, branding, marketing mix, expanded marketing mix, and factors affecting Tourism and Hospitality Marketing. Explore key concepts in the strategic process of selecting target markets, creating customer value, and understanding the factors that influence marketing in the tourism and hospitality industry.
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