REVIEWER PRELIM: TOURISM HOSPITALITY MARKETING

—   A tourism product is a concept that is made up of many components, such as tourist attractions, provision of means of transport, lodging, and its associated facilities and sources of entertainment (Morton, 2018).

Tourism product

—   These are in varying forms and types, ranging from natural to man-made, but it is important to ensure that the attractions remain constantly updated with the amenities of the destinations.

Attractions

—   This refer to any settlement or a convenient arrangement where the tourists can stay.

Accomodation

—   This encompasses roads, railway, airports, and various transport facilities.

Accessibility

—   These are structures and facilities that need to be built for the comfort and convenience of tourists during their trips.

Amenities

—   These are the leisures and amusements done by the tourists.

Activities

CHARACTERISTICS OF TOURISM AND HOSPITALITY PRODUCTS

Intangible
Inseparable
Variable
Perishable
Seasonal
Substitutable

Tourism products cannot be touched, smelled, tasted, felt, nor heard prior to purchase.

Intangible

When tourists avail of products and services, they have to personally go where the products are.

Inseparable

—   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.

Variable

Tourism product is one of the most highly perishable products.

Perishable

Seasonality does not only refer to seasons of the year or the weather conditions; it also refers to the behavioral patterns of the travel market

Seasonal

—   With new destinations emerging and competing in the global marketplace, one destination can be easily substituted for another. This also applies to hotels and restaurants.

Substitutable

is a set of actual and potential buyers of a product.

Market

PLOG’S TOURIST MOTIVATION MODEL

Allocentrics
Psychocentrics
Midcentrics

—   They prefer what is new, unstructured, exotic, or unusual in terms of trips or destination choices.

Allocentrics

—   They are those who prefer the structured and familiar destinations or activities.

Psychocentrics

—   They portray both characteristics of allocentrics and psychocentrics depending on the situation or season.

Midcentrics

COHEN’S MODEL

Organized Mass Tourist
Individual Mass Tourist
The Explorer
The Drifter

—   This type of tourist buys all-inclusive packages and ensures that everything goes as planned.

Organized Mass Tourist

—   This is more autonomous than the organized mass tourist preferring to travel independently but still chooses popular destinations and activities.

Individual Mass Tourist

—   This type seeks new areas but would sometimes opt for the comfort of familiar accommodations.

The Explorer

—   This type is known as the “free spirit” who avoids any kind of traditional tourist establishments.

The Drifter

STEWARD’S MODEL OF HOLIDAYTAKING

Bubble Travelers
Idealized-Experience Seeker
Wide-Horizon Traveler
Total Immerser

—   They have low affluence and low travel experience, and observe foreign culture from a bubble, which give them the confidence to travel.

Bubble Travelers

They have more affluence and a base of overseas travel experience that give them more confidence.

Idealized-Experience Seeker

—   They have more affluence, greater confidence, and more travel experience. They are ready for more individually oriented travel to a wider range of destinations.

Wide-Horizon Travelers

—   They do not seek to merely observe but to be exposed fully to another culture, language, food, heritage, and lifestyle.

Total Immersers

VARIABLE MARKET SEGMENTATION

Geographic
Demographic
Psychographic
Behavioral

—   This divides the market into different geographic units such as nations, states, regions, countries, cities, neighborhoods, barangays, towns, etc.

Geographic

—   This refers to the segmentation of the market based on variables such as age, life cycle, gender, income, occupation, education, religion, and race.

Demographic

This divides the consumers based on different psychographic profiles such as social class, lifestyle, and personality characteristics

Psychographic

—   This divides groups based on their knowledge, attitude, and use of response to a product or service.

Behavioral

CHARACTERISTICS OF A SEGMENT

Identifiable
Cohesive
Measurable
Accessible
Substantial
Actionable

—   The people who comprise the segment can be located and identified such that targeting them would be easy.

Identifiable

—   The consumers should be part of a whole specific qualities that are common to all.

Cohesive

—   The marketer should be able to estimate the size and potential spending of the members of the market segment.

Measurable

—   The member of the segment should be accessed by marketing efforts and promotional activities to be conducted. If they are difficult to reach, efforts to reach out to the specific segment might be useless.

Accessible

—   Segments should be large in order to be substantial. If the segment is small, it should have a high spending capability to make a significant impact on the business’ bottom line.

Substantial

—   The company has enough resources and commitment to enable effective penetration of the identified segment to ensure effective positioning.

Actionable

TYPES OF COMPETITORS

Direct Competitor
Indirect Competitor
Replacement/Potential Competitor

—   This type of competition is observed when businesses in the same sector that offer the same products compete with each other.

Direct Competitor

—   This type of competition offers a different product but with the same goal and consumer resources.

Indirect Competitor

—   This type of competition offers a different product and has a different goal but uses the same consumer resources.

Replacement/Potential Competitor

FACTORS THAT INFLUENCE CONSUMER BEHAVIOR

Motivation
Culture
Age and Gender
Social Class
Lifestyle
Life Cycle
Reference Group
Personality an Self-Concept

—   These are inner drives that make people take a specific plan of action to satisfy their needs.

Motivations

—   It is the collective mental programming of the human mind that distinguishes one group from another.

Culture

—   refers to the number of years a person has been living. Likes and preferences of consumers are normally dependent on their ages. _____ also influences consumer behavior.

Age and Gender

—   This is one’s position within the society and is determined by factors such as income, wealth, education, occupation, family prestige, and value of home or neighborhood.

Social Class

—   This is a person’s pattern of living, as expressed in one’s activities, interests, and opinions.

Lifestyle

—   This refers to the stages an individual goes through their lifetime.

Life cycle

—   These are sets of people who have a direct or indirect influence on other people’s attitudes or behavior.

Reference Groups

—   refers to distinguishing characteristics that lead to relatively consistent and enduring responses to the environment. _____ refers to the consumer’s personal mental picture.

Personality and self-concept

THE BUYER DECISION MAKING PROCESS

Need/Problems Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-Purchase Evaluation

It is the first stage of the buyer decision process.

Need/Problem Recognition

—   Once the need is recognized, the consumer is aroused to seek information and moves into the information stage wherein they search for information about the goods/service they want.

Information Search

With the information in hand, the consumer proceeds to alternative evaluation, during which the information is used to evaluate brands in the choice set.

Evaluation of Alternatives

—   After the alternatives have been evaluated, consumers decide on whether to purchase the product or service.

Purchase Decision

In this stage, the consumer determines if they are satisfied or dissatisfied with the purchasing outcome.

Post-Purchase Evaluation