TOURMARK

Tourism and Hospitality Marketing

How marketing initiatives highlight the value of memories, make services available, and add value through additional programming.

Product

Refers to the services a company wishes to sell, such as flights for an airline or rooms for a hotel.

Service Mix

The range of products and services offered to segments of the tourism industry, including transportation, hotels, restaurants, resorts, and entertainment businesses.

Four-P Framework

A marketing strategy that includes product features and benefits.

Place

Refers to the location where customers buy the collection of services and how the product is made available to consumers.

Marketing

The process for getting a company's product or services out to consumers, including selection of distribution channels.

Accessibility

The ease of access to a retail business for end consumers.

Hospitality Marketing

Focuses on how marketing techniques apply to segments of the hospitality industry, including hotels, food services, and tourist destinations.

Promotion

The specific combination of marketing techniques such as advertising, personal sales, and public relations.

Travel Marketing Strategy

The method of communicating information, content of promotion, and cost to the operator.

Customer Treatment

How an establishment treats its customers once they arrive, which is crucial for marketing campaigns.

Pricing

Part of a comprehensive revenue management and pricing plan that must match the product.

Quality of Service

The level of service provided by a business, which must be engaging and innovative for effective marketing.

Factors Affecting Pricing

Includes geographic location, seasonality, competitor pricing, and government regulations.

Marketing Campaigns

Should be conducted to promote the product and service it aims to provide.

Memorable Experiences

Focus of marketing on customer services and experiences that are memorable.

Distribution Channels

The selection of partners and methods for making products available to consumers.

Intermediaries

Affiliates used to help hotels sell their services, such as hotels.com.

Customer Engagement

The importance of engaging customers with quality products and services.

Marketing Attention

The role of marketing in drawing attention to destinations, hotels, and local activities.

Revenue Management

The strategy that includes pricing as a critical component.

Service Quality Investment

The necessity for businesses to invest in good employees who are properly trained and motivated.

Geographic location

A factor influencing marketing strategies based on the physical location of the destination.

Seasonality

The impact of seasonal changes on marketing and sales strategies.

Competitor pricing

The pricing strategies of competing businesses that affect market positioning.

Government regulations

Laws and guidelines that businesses must follow which can influence marketing practices.

Non-monetary elements to price

Factors that contribute to the perceived value of a product beyond its monetary cost.

Management philosophies

Guiding principles used by businesses to shape their marketing efforts.

Customer needs fulfillment

The process of identifying and meeting the requirements of customers for mutual benefit.

People

Individuals involved in the service delivery process, crucial for transaction success.

Process

The series of procedures and activities that occur during customer-business interactions.

Production Concept

A marketing approach based on the assumption that consumers prefer inexpensive and widely available products.

Economies of scale

Cost advantages gained by increasing production, leading to lower costs per unit.

Customer purchase decision

Factors influencing a customer's choice beyond just price, including quality and features.

Importance of marketing

The critical role marketing plays in the success of the tourism and hospitality industry.

Restaurant failure rate

Estimates suggest that 20% to 30% of restaurants fail.

Product Concept

The idea that consumers will favor products with quality, performance, and innovative features.

Needs

Essential requirements for survival and well-being, such as food, shelter, and security.

Wants

Desires shaped by social and cultural influences, representing what individuals wish to have.

Demands

When needs and wants are supported by the ability to pay, they become demands.

Selling Concept

A marketing strategy focused on maximizing sales, often regardless of product quality.

Societal Marketing Concept

A philosophy that emphasizes fulfilling customer needs while considering societal well-being.

Unsought goods

Products that consumers do not typically seek out, such as insurance.

Membership

Part of the society and hence should take part in social services like the elimination of poverty, illiteracy, and controlling explosive population growth and other environmental issues.

Marketing Concept

Works on an assumption that consumers buy products which fulfill their needs.

Holistic Marketing Concept

Considers business and all its parts as one single entity and gives a shared purpose to every activity and person related to the business.

Customers' Satisfaction Survey

Researches to know about customers' needs and wants and come out with products to satisfy the same better than the competitors.

Achieving One Common Goal

Parts of a business, like a human body, function properly when all those parts work together towards the same objective.

Relationship Marketing

The brand is great at relationship marketing as its customers receive their packages with their names on them.

Societal Marketing

The brand plays a part in societal marketing as it uses biodegradable cups instead of plastic ones.

Food and Beverages Sector

Companies involved in the process, package and distribution of fresh and prepared foods, in addition to prepackaged foods.

Attractions

Classified into natural and manmade.

Events and Conferences

Events are vital because of their tourist, social and cultural functions as well as to the local and national development.

Private and Non-profit Sector

This sector consists of travel agencies or tour operators associations, financial and banking institutions, educational institutions and insurance companies.

Public Sector

Is composed of wholesalers, travel agents, travel specialists and Web-based intermediaries important players in the tourism industry.

The Tourists

It is these people that bring revenues to the tourism and hospitality industry as a whole.

Tourism Promotion Board (TPB)

Is the government corporation dedicated to the promotion of the Philippines as a meeting and convention destination.

Transportation

A good transportation system is important and beneficial for the tourism industry.

Public Transportation Modes

Trains, taxis, jeepneys, buses, and trikes are the main modes of public transportation.

Airlines

Are experiencing increasing demand both locally and internationally.

Cruise

Is becoming a popular and successful component of the tourism industry.

Railways

A land railway system operated by the Philippine National railways, called the Metroten.

Accommodations

Consists of hostels, bed and breakfast, tourist residence, holiday dwellings, timeshare apartments and campsites.

Physical Evidence

Mismanaged physical evidence could harm any business and can be a source of miscommunication to customers.

Mismanaged physical evidence

Includes signs, lacking letters, lights bulbs not working, unkempt parking areas, grounds that are full of rubbish, messy workstations, dirty uniforms of employees and advertisement that had lapsed already.

Quality customer service

An experience of feeling valued or heard.

Culture in hospitality and tourism

Means reducing and removing apparent difficulties, complications, and deficits.

Quality culture environment

Companies in the tourism and hospitality industry which are able to build and maintain a quality culture environment survive longer.

Culture's role

Prescribes the policies and processes that support the company to operate everyday within the bounds of its mission.

Inseparability

A service exists only at the moment or during the period in which a person is engaged and engrossed in the experience.

Intangibility

Services are described as intangible products that cannot be experienced, heard, seen, smelled, tasted, or touched prior to being purchased.

Marketing intangibles

Creates difficult services that are packaged into their room rates.

Simultaneous production and consumption

Means that hospitality employees are an important part of the hospitality product.

Customer interaction

Provides a variety of opportunities to influence customer satisfaction positively and negatively.

Managing inseparability problems

Includes making sure that customer segments are compatible, operations system is suitable for the projected market demand, applying fitting booking policies, launching effective 'wait in line' systems, and training staff well.

Service Profit Chain

A theory and business model developed by a group of researchers from Harvard university in the 90's, forming relationships between profitability, customer loyalty, employee satisfaction, loyalty, and productivity.

Perishability

Unlike manufactured products, services cannot be stored.

Examples of perishability

Includes hotel rooms which have no reservations, airplane tickets, and restaurant reservations.

Managing capacity

The difficulty for hospitality companies is how to manage their capacity or the inventory with an unstable demand pattern.

Price setting principle

Guarantees that the price at peak demand times is set to provide the highest return to the company.

Low season strategy

The aim is to make extra sales by developing attractive promotions.

Service quality

Defined as the reliable delivery of products and guest services based on anticipated standards.

Variability

The quality of services depends on when, where, and by whom they are provided.

Synchronized production and consumption

Makes it tough to maintain uniformity, especially during peak periods.

SERVICE DELIVERY ISSUES IN TOURISM

Factors that can trigger service delivery issues include location, time, topography, season, the environment, amenities, events, and service providers.

HOSPITALITY INDUSTRY

An industry characterized by human interaction that cannot be identical, leading to unique customer experiences.

Developing trends in tourism

Tourism is one of the fastest growing industries and an important source of the labor market.

Competent labor deficiency

A vital issue in the tourism sector that affects the quality of services.

Growing safety issues

One of the main forces challenging the tourism and hospitality industry.

SERVQUAL Technique

A method that compares customer perceptions of quality against customer expectations, encompassing five dimensions of service.

Reliability

The dimension of service where the promised quality and level of services is delivered consistently and accurately.

Assurance

The dimension of service that involves the knowledge and politeness of employees, creating trust and confidence.

Tangibles

The dimension of service that refers to the organization's physical facilities, including buildings, websites, equipment, and employee appearance.

Empathy

The dimension of service that reflects the degree of caring individual attention provided by employees to customers.

Responsiveness

The dimension of service that indicates the willingness of employees to help customers and provide speedy service.

Mystery Shopping

A technique that involves hiring an undercover customer to examine a company's service quality.

Post Service Rating

The practice of asking customers to rate the service immediately after it has been provided.

Follow-up Survey

A technique where a company asks customers to rate service quality through an email survey.

Customer relationship management (CRM)

Tools used by businesses to select customers and maintain relationships to grow their lifetime value.

Touch points in customer relationships

Moments where the relationship with customers is maintained, such as when guests visit a website or make a reservation.