Introduction of Tourism and Hospitality Marketing

Week 2

Tourism and Hospitality Marketing

is how segments of the tourism industry promote their products or services.

four-P framework

calls on marketing professionals to decide on the product and its characteristics, set of price, decide how to distribute their product, and choose methods for promoting their products.

Marketing

is the process for getting acompany’s product or services out to

consumers.

Hospitality marketing

takes a look at how segments of the hospitality industry includes businesses such as hotels and motels, food services, recreation outlets, tourist destinations, performing arts and spectators, sports, museums, amusement parks and gambling establishments.

Tourism marketing

the marketing initiatives

have to highlight the value of the memories,

make the collection of services easily available

and add value through additional programming

and other factors.

Product

refers to the services a company

wishes to sell

Place

refers to the location where the

customers buys the collection of services

Promotion

is the specific combination of

marketing techniques such as advertising,

personal sales, public relations, and other

related activities.

Pricing

is the part of a comprehensive revenue

management and pricing plan.

People

key to the success of the transaction

Process

refers to the procedures, mechanisms

and flow of activities that occur when the

customer and the business interact with each

other.

Physical Evidence

These are ways in which

businesses can demonstrate their marketing

claims and customers can document their

experience such as stories, reviews, blog spots,

or in-location signage and components.

The hospitality industry

is known as a difficult industry to succeed in.

● Restaurant failure rate estimates to 20%

- 30%.

Marketing campaigns

should be

conducted to promote the product and

service it aims to provide.

Quality of service

a business must be ready to

invest in good employees. They should be

properly trained and motivated.

Marketing Management Philosophies

Are the philosophies used by the businesses to

guide their marketing efforts.

Production Concept

Works on an assumption

that consumers prefer a product which is

inexpensive and widely available.

Product Concept

Assumes that consumers will

favor products that have quality, performance

and innovative features

Selling Concept

Concentrates on making every

possible sale of the product, regardless of the

quality of the product or the need of the

customers.

Marketing Concept

Works on an assumption

that consumers buy products which fulfill their

needs.

Needs

it is something inevitable for the

existence of life; many adverse things can occur

without it.

Wants

are our desires and wishes in

life

Demands

when our desires, needs, and wants

are backed by our ability to pay, they become

demands.

Societal Marketing Concept

Focuses on

society well-being as well.

❖ The business focuses on how to fulfill the needs

of the customer without affecting the

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

Key Players in the Tourism and Hospitality Industry

• Private Non-profit Sector

• Public Sector

• Transportation

• Accommodation

• Food and Beverages

• Attractions

• Events and Conferences

• Intermediaries

• The Tourists

Private and Non-Profit Sector

consists of travel agencies or tour operators

associations, financial and banking institutions,

educational institutions and insurance

companies.

Public Sector

is composed of the provincial

tourism organizations that work together to

create more attractive tourism products.

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.

Roads

Trains, taxis, jeepneys, buses,

and trikes are the main modes of public

transportations.

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.

Philippines have invested large amount

of money for their trains to solve

transportation problems

Accommodations

consists of hostels, bed and

breakfast, tourist residence, holiday dwellings,

timeshare apartments and campsites.

Food and Beverages

These are 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 its tourist, social and cultural

functions as well as to the local and national

development.

Intermediaries

tour operators and

wholesalers, travel agents, travel specialists and

Web-based intermediaries are important

players in the tourism industry.

The Tourists

it is this people that bring

revenues to the tourism and hospitality industry

as a whole.