Module-1 Introduction to Tourism and Hospitality Marketing PDF

Tourism and Hospitality Marketing  Lesson Objectives The students should be able to: define tourism marketing and its functios. differentiate tourism products from consumer products. explain marketing as a management process; and discuss the evolution of marketing and t...

Tourism and Hospitality Marketing  Lesson Objectives The students should be able to: define tourism marketing and its functios. differentiate tourism products from consumer products. explain marketing as a management process; and discuss the evolution of marketing and the integrated marketing approach.  Introduction Marketing has become a buzzword in the world of business when the competition to gain market share began among businesses. Tourism is one of the leading industries of the future. Tourism has become on of the world’s largest and fastest-growing industries. Philippine’s Best Tourist Destinations BORACAY EL NIDO PALAWAN Philippine’s Best Tourist Destinations SIARGAO MAYON VOLCANO  UNIQUE CHARACTERISTICS OF THE TOURISM INDUSTRY Intangible Inseparable Variable Perishable Seasonal Substitutable Intangible Tourism products cannot be touched, smelled, tasted, felt, nor heard prior to purchase. A destination that promises fresh air from its beaches or a scenic view of the mountains cannot send a sample. Consumers rely on photographs of the place, comments or reviews from those who have visited the place or availed of the services, and promises from the company itself. Intangible BORACAY INSEPARABLE The tourism product cannot be separated from the consumer. When tourists avail of products and services, they must personally go to where the products are. Products cannot be delivered to where the consumer is. It is the consumer who goes to where the product is to avail of the product. INSEPARABLE SIARGAO VARIABLE The tourism experience is likely to be different depending on when the product is availed, who one is with, and how the service providers deliver the service at the time of consumption. PERISHABLE The tourism product is one of the most highly perishable of products. Perishability, as used in this context, refers to not being able to forward inventory to the next day. Airline and restaurant seats, hotel rooms, and function rooms are perishable products. A seat or a room that is not sold today cannot be sold some other day. SUBSTITUTABLE Competition in the tourism industry is intensifying. With new destinations emerging and competing in the global marketplace, one destination can easily be substituted for another destination. Marketing plays an important role in the purchase of tourism products. CUSTOMER ENGAGEMENT Successful marketing in this industry requires engaging customers emotionally and creating memorable experiences. This can involve storytelling, personalization, and building relationships with customers. DESTINATION FOCUS Tourism marketing often revolves around promoting destinations as a whole. Marketers need to highlight the unique attractions, culture, and experiences of a particular location to attract travelers. SEASONAL Seasonality does not only refer to the seasons of the year or the weather conditions. It also refers to behavioral patterns of the travel market. WORD OF MOUTH AND REVIEWS The opinions and recommendations of previous customers play a crucial role in the decision-making process for potential travelers. Online reviews and word-of- mouth marketing are powerful influencers. MULTISENSORY EXPERIENCE Tourism and hospitality marketing often involve appealing to multiple senses, including sight, sound, taste, and touch. Creating a sensory-rich experience can enhance the overall appeal of a destination or service. GLOBAL REACH With the advent of technology and digital platforms, tourism and hospitality marketing have a global reach. Marketers can target and reach potential customers from around the world through various online channels. COLLABORATION Many stakeholders are involved in the tourism and hospitality industry, including hotels, airlines, restaurants, attractions, and local governments. Effective marketing often requires collaboration among these entities to create comprehensive and attractive packages for travelers.  Tourism as a High Involvement Product Decision-making in the purchase of tourism products is considered to be high involvement. Purchase of expensive products is likely to go through a long and detailed process of canvassing and comparing of brands, suppliers, and product features. The unrepeatable nature of travel makes it a “once-in-a-lifetime purchase.