Hospitality & Tourism Product PDF

The HOSPITALITY & TOURISM PRODUCT LEARNING OBJECTIVES Identify what a tourism product is and its components Enumerate the stages of the product life cycle and the destination life cycle Recognize that the Philippines has a lot of tourist-worthy attractions; and Discuss the product...

The HOSPITALITY & TOURISM PRODUCT LEARNING OBJECTIVES Identify what a tourism product is and its components Enumerate the stages of the product life cycle and the destination life cycle Recognize that the Philippines has a lot of tourist-worthy attractions; and Discuss the product development process  KEY PLAYERS Private and non-profit sectors – Include industry associations which have been established to protect special interest groups, such as travel agency associations – Philippine Travel Agency Association and PHILTOA – Financial Services such as Credit Card Companies – Academe, Media, and Insurance Companies Public sector services – Cover either national, regional, or provincial tourism organization. They come up with marketing programs to promote their destinations to both intermediaries. – Department of Tourism and Provincial Tourism Offices fall under this category.  KEY PLAYERS Suppliers – Transportation Industry is crucial to the success of Tourism and Hospitality Industry. Without an efficient transport system and road networks, tourist would not be encouraged to come to the destination. – Accommodation Sectors cover huge part of tourist’s expenditures during travel. Variety of accommodation services to meet the customer’s needs, preferences, and budget. – Food and Beverage Sector is another important supplier of the tourism industry. Ranges to establishment serving local food to multinational franchise restaurants. – Attractions are basic requirements in having a successful tourist destination. These can be classified as natural and man-made. – Events and Conferences play a key role in attracting both leisure and business travellers to a destination.  KEY PLAYERS Travel Intermediaries – Help bring the tourism product to consumer. These area also known as channels of distribution. – These includes travel agents, tour operators, web- based distributors etc. Tourists – The center of the tourism industry. The tourist satisfaction is the utmost goal of all other key players in the industry. The TOURISM PRODUCT THE TOURISM PRODUCT In consumer marketing, PRODUCT is anything that can be offered to market for attention, acquisition, use or consumption that might satisfy a want or need. In tourism marketing, PRODUCT have different components that make up the over-all tourism product but there are many products and services that form the entire tourism experience. THE TOURISM PRODUCT Components of Product in Tourism  1. Destination Attractions A Destination is a collection of attractions, which is the element of tourism product that pulls people to a destination. These are what the visitors wants to see  2. Destination Facilities A wide range of tourist facilities within the destination that will help the tourist enjoy the destination attractions.  3. Accessibility For a tourism product to be highly successful, Infrastructure services such as airports, roads, bridges and transportation services should be put in place  4. Image Central to the product is its image. Destination image helps the visitors form expectation of what they will experience.  5. Pricing Pricing is an important component of the tourism product. It allows the consumer to determine the level of services they may receive in the destinations. Factors such as seasonality, distance, product classification, and length of time may affect pricing. PRODUCT TYPES PRODUCT TYPES In most destination facilities, products and services have different types.  1. Core Products Are the products that the consumer is really buying. Marketers must uncover the core benefit to the consumer of every product and sell these benefits rather than merely selling features  2. Facilitating Products Are goods and services that must be present for the guest to enjoy and use the core product. 3. Supporting Products 4. Augmented Products PRODUCT CONSIDERATIONS PRODUCT CONSIDERATIONS  Refers to how available the product is to consumer. Location, Hours of Operation Accessibility Is the over-all feel of the place. Atmosphere This is appreciated with the five senses. Customer Interaction Is inevitable with the tourism product. Consumption happens within the destination. with the Service Hence, customer interaction with the service staff System should be pleasant and memorable.  It means consuming the products or Customer service along with them. Interact with The experience is highly viable depending on how customers behave other Customer and interact with each other. Involving the guest in the delivery of the service can actually improve Co-production customer satisfaction, reduces expenses, and increases capacity. Self-service counters PRODUCT LIFE CYCLE PRODUCT LIFE CYCLE  1. Development Stage    2. Introduction Stage     3. Growth Stage     4. Maturity Stage    4. Maturity Stage      5. Decline Stage    DESTINATION LIFE CYCLE DESTINATION LIFE CYCLE 1. Exploration 2. Involvement 3. Development 4. Consolidation 5. Stagnation 6. Decline PRODUCT DEVELOPMENT PRODUCT DEVELOPMENT  STAGE 9 EVALUATION  PRODUCT DEVELOPMENT A systematic way of coming up with new ideas. 1. Idea Sources of new product include the external environment, internal sources, customers, Generation competitors, distributors and suppliers. This leaves you with so many new ideas that need to be screened to see which ones match the company’s 2. Idea Screening objectives and can be developed further. New screening committee 3. Concept Product that pass through the screening can now be developed further. Development and The customers should be consulted on which Testing product concept are actually helpful to them.  PRODUCT DEVELOPMENT A new product should be developed to 4. Marketing match the company’s image and resources Strategy with marketing strategy appropriate with it. The business analysis stage looks more deeply into how 5. Business much revenue the product could generate, what the cost will be, how much market share the product may achieve. Analysis Prototype is presented to its target market 6. Prototype for comments on which adjustments and Creation enhancement should be done.  PRODUCT DEVELOPMENT The product is then launched in a small geographical area to test the components of marketing mix. 7. Test Marketing There are certain adjustment depending on the output. This is when the product is fully launched to 8. the entire target market either nationally or Commercialization internationally. This is the stage wherein the company will know whether the product has gained market acceptance, 9. Evaluation hence, it production will continued or stopped. THANK YOU