Marketing Communications for Travel and Tourism

Flashcards about Marketing Communications in Travel and Tourism

What is Tourism and Hospitality Marketing Communications?

Tourism and hospitality marketing communications is defined as the provision of information to a defined audience, including an understanding of how the information is received.

What are the key services marketing characteristics that affect marketing communications in the tourism and hospitality sector?

Intangible, Perishable, Inseparable, Heterogenous

According to Mittal and Baker (2002), what four key challenges are posed by the intangibility of tourism and hospitality services?

Abstractness, Generality, Non-searchability, and Impalpability

What are the three key aims that organizations have from communications strategies?

Creating brand identity, positioning of the brand, and creating demand

Why are tourism and hospitality services said to be perishable?

They cannot be stored or stockpiled to be sold at a later date.

What does inseparability refer to in the context of tourism and hospitality services?

It is not possible to separate the point of production of the service from the point at which they are consumed.

What does heterogeneity refer to in the context of tourism and hospitality services?

It is very difficult to replicate the same experience for different people within the same service environment.

What are the influential factors affecting the marketing approach and the content of communications in tourism and hospitality?

The importance of word-of-mouth communication, the links between consumption and status/identity, the impact of consumers’ personality traits and motivations on brand loyalty, macro-social factors, and the extent to which tourism and hospitality consumption is an established norm of social life.

What does integrated marketing communications (IMC) require?

A coordinated approach to marketing across individual campaigns and across different forms and channels of information.

Who are the internal audiences that need to be aware of the strategic aims of the organization and its vision in terms of brand values?

Employees, suppliers, shareholders, and other stakeholders including wider society.

What is Tourism and Hospitality Marketing Communications?

Tourism and hospitality marketing communications is defined as the provision of information to a defined audience, including an understanding of how the information is received.

What are the key services marketing characteristics that affect marketing communications in the tourism and hospitality sector?

Intangible, Perishable, Inseparable, Heterogenous

According to Mittal and Baker (2002), what four key challenges are posed by the intangibility of tourism and hospitality services?

Abstractness, Generality, Non-searchability, and Impalpability

What are the three key aims that organizations have from communications strategies?

Creating brand identity, positioning of the brand, and creating demand

Why are tourism and hospitality services said to be perishable?

They cannot be stored or stockpiled to be sold at a later date.

What does inseparability refer to in the context of tourism and hospitality services?

It is not possible to separate the point of production of the service from the point at which they are consumed.

What does heterogeneity refer to in the context of tourism and hospitality services?

It is very difficult to replicate the same experience for different people within the same service environment.

The importance of word-of-mouth communication, the links between consumption and status/identity, the impact