Tourism and Hospitality Marketing PDF

Tourism and Hospitality Marketing BSHM 24: CHP1 – Introduction to Tourism & Hospitality Marketing Regine Mae M. Gimeno Faculty – Department of Hospitality Management Cavite State University – Trece Martires City Campus  Tourism Tourism is a social, cultural and economic phenomenon which entail...

Tourism and Hospitality Marketing BSHM 24: CHP1 – Introduction to Tourism & Hospitality Marketing Regine Mae M. Gimeno Faculty – Department of Hospitality Management Cavite State University – Trece Martires City Campus  Tourism Tourism is a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes. United Nations World Tourism Organization (UNWTO)  Hospitality Hospitality means receiving and entertaining guests in a way that makes them feel well taken care of. It leverages ambiance, service and products or amenities to provide guests with the best experience possible.  Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.  Tourism and Hospitality Marketing Hospitality and tourism marketing is the strategic process of creating demand and building a strong brand for products and services within the travel industry. It involves identifying target audiences, developing compelling offerings, selecting optimal distribution channels, and implementing effective promotional campaigns.  Components of Tourism (5’ As) Accessibility Attractions Activities Accommodation Amenities  a Tourism Product is "a combination of tangible and intangible elements, such as natural, cultural and man-made resources, attractions, facilities, services and activities around a specific center of interest which represents the core of the destination marketing mix and creates an overall visitor experience including emotional aspects for the potential customers. A tourism product is priced and sold through distribution channels and it has a life-cycle".  Intangible Unique Characteristics Perishable Inseparable of the Tourism Products Variable  Intangible Tourism Products cannot be touched, smelled, tasted, felt, nor heard prior to purchase. (Plan, Services, Activities) The consumers rely on photographs of the place, comments or reviews.  Inseparable Tourism products cannot be separated from the consumer. The product and the consumer cannot be in two different places; they must be in the same place.  Variable Perishable The experience is likely to be different Products become perishable depending on: when they can no longer When the product is availed consumed today even when no Who one is with one consumed them the day before. How the service providers deliver the service at the time of consumption Airline and restaurants seats Hotels rooms Primary reason why standardization of Function rooms operations is crucial in the tourism industry. Tourism as a High Expensive products Go through long, and detailed Involvement Product process of canvassing and comparing of brands, suppliers, Decision-making in the purchase of tourism and product features products is of high involvement. Tourism products of high involvement mean that there is a greater degree of thought. Complex products Difficult to purchase – need to understand the features or details of the product (Travel packages) Unrepeatable nature “once-in-a-lifetime” purchase  High-involvement Low-involvement decisions decisions These decisions are closely tied to the These decisions are more consumer’s ego and self-image. They straightforward, require little risk, are also involve some risk to the consumer. repetitive, and often lead to a habit. This may include financial risk (highly Financial, social, and psychological priced items), social risk (products that risks are not nearly as great. In are important to the peer group), or these cases, it may not be worth the psychological risk (the wrong decision consumer’s time and effort to search for may cause the consumer some concern exhaustive information about different and anxiety). In making these decisions, brands or to consider a wide range of consumers generally feel it is worth the alternatives. Consumers are diligent time and energy needed to do research enough to get a product they want, but and consider solution alternatives they generally spend no more time or carefully. effort than is needed. High Involvement Low Involvement Expensive Inexpensive Complex Simple Unrepeatable Familiar Core Marketing Functions 1. Marketing Information Management – entails gathering information about customers to better serve their needs and improve decision-making. 2. Financing – involves planning to ensure that resources are available to maintain and improve the business. 3. Pricing – ensures that the value and cost of goods and services offered to customers will be at the level that customers are willing to pay. 4. Promotion – prepares the various promotional strategies that will enable the products to be introduced and sold to the customers. 5. Distribution – involves bringing the products and services to the customers in the best way possible. 6. Selling – is the ultimate measure of marketing success. Strategies on the following up the sale, closing the sale, and making a repeat sale are crucial tasks of marketing. 7. Product/Service Management – involves designing, developing, maintaining, improving, and acquiring products and services to meet the needs of the customers.  Marketing Mix of Tourism Price – Proportionality Place – Location, Promotion – Online, People – Flexibility, to quality, Special Accessibility, Media, Local Events, Communicability, bonuses, Seasonality, Attractiveness of References Empathy Competitiveness Place, Parking Product – Type of Packaging – Partnership – accommodation, Customized service Programming – Time Cooperation and Room equipment, packages with financial schedule, Profitability mutual support Room cleanliness, benefits Hospitality OBA 1 Select a tourist destination or product, and then create a tourism marketing mix. Do it in a two-minute promotional video.