COTH 1206 Workbook

Department of Accounting and Finance

Introduction

  • Course Title: Principles of Tourism and Hospitality Marketing (COTH 1206)

  • Program: BSc Hospitality and Tourism

  • Student Name: [___]

  • Student Number: [___]

Module Overview

  • This module aims to equip students with knowledge of the marketing landscape in tourism and hospitality, focusing on challenges, threats, and opportunities in marketing tourism products and services globally and within the industry.

Unit 1: Marketing Functions

Objective

  • Understand marketing's role and functions within the tourism industry.

Overview of Tourism

  • Definition: Tourism encompasses activities involving travel away from one’s usual environment for personal, business, or professional purposes for less than one consecutive year.

  • Types of Tourists: Business tourists, leisure tourists, etc.

  • Modes of Transportation: Rail, sea, air, and road.

  • Importance of Pull Factors: Destinations must entice tourists to fulfill their needs.

Definition of Marketing

  • Marketing is described by the American Marketing Association as the activities and processes of creating, communicating, delivering, and exchanging offerings that hold value for customers and society.

  • In tourism, marketing involves attracting clients to specific locations or services.

  • Tourism Marketing: An administrative and technical activity to identify tourist markets and enhance tourism traffic.

Demand and Supply in Tourism

  • Tourism marketing acts as a linkage between demand (tourists) and supply (destinations/products).

Unit 2: Uniqueness of the Tourism Industry

Objective

  • Understand the unique characteristics of the tourism industry and its operating environment.

Key Characteristics

  1. Service Orientation:

    • Tourism is service-oriented; products are intangible and experiential.

    • Risk of poor quality prior to consumer experience.

  2. Inseparability:

    • Service provider interaction is essential; poor service can affect customer experience.

  3. Perishability:

    • Unused capacity (e.g., unfilled hotel rooms) results in lost revenue; requires effective pricing strategies during high demand.

  4. Heterogeneity:

    • Variations in service quality; training helps standardize customer interactions.

  5. Seasonality:

    • Demand often correlates with holidays; businesses need strategies to maintain profitability in low seasons.

  6. Interdependence:

    • Various tourism components (e.g., attractions, accommodations) depend on each other for customer satisfaction.

  7. High Fixed Costs:

    • Continuous operational costs regardless of demand; strategies needed for promotional offers during off-peak times.

  8. Fixed Supply:

    • Limited capacity cannot be rapidly adjusted based on demand changes.

Marketing Environment

  • Definition: The marketing environment encompasses internal and external factors affecting a business’s operations, often unpredictable but vital for strategic navigation.

  • External Factors: Economic conditions, societal attitudes, geographic influences, government regulations, technological advancements, and demographic trends affect tourism marketing strategies.

Unit 3: Consumer Behaviour

Objective

  • Gain insights into tourist behavior, motivations, and decision processes during tourism purchases.

Understanding Tourists

  • Essential for marketing strategies to align with customer needs.

  • Factors Influencing Purchases:

    1. Need recognition

    2. Information search

    3. Evaluation of options

    4. Purchase decisions

    5. Post-purchase evaluation

Personality Types and Travel Preferences

  1. Allocentric: Adventurous, exploratory (prefer new experiences).

  2. Psychocentric: Familiarity-seeking, prefer known destinations.

  3. Mid-centric: Balanced approach to adventure vs. familiarity.

Demographic Influences

  • Age and socio-economic factors shape travel preferences and behaviors.

Unit 4: Market Segmentation

Objective

  • Understand and implement market segmentation processes.

Purpose of Segmentation

  • Segmentation allows for targeted marketing strategies that meet specific needs, enhancing efficiency.

Criteria for Effective Segmentation

  1. Measurable

  2. Identifiable

  3. Viable

  4. Appropriate

  5. Sustainable

Main Methods of Segmentation

  1. Purpose of travel

  2. Consumer behavior

  3. Psychographics

  4. Demographics

  5. Geography

Unit 5: Marketing Mix

Objective

  • Understand the components and application of the marketing mix.

Components

  1. Product: Services addressing tourist needs (e.g., accommodation, activities).

  2. Price: Pricing strategies and considerations for different market segments.

  3. Promotion: Enhancing visibility through various channels (advertising, social media).

  4. Place: Distribution channels for tourism products and services.

Additional Components of Marketing Mix

  • People: Customers and staff interactions impact the experience.

  • Process: Efficiency in service delivery is critical.

  • Physical Evidence: Tangible aspects of the tourist experience affect customer decisions.

Unit 6: Marketing Information Systems and Research

Objective

  • Learn about MIS and marketing research in tourism.

Overview of MIS

  • Tools to gather and analyze marketing data aiding decision-making.

Types of Marketing Research

  1. Continuous research

  2. Ad hoc surveys

  3. Quantitative research

  4. Qualitative research

Steps in Conducting Marketing Research

  1. Establish need

  2. Define the problem

  3. Develop objectives

  4. Design research

  5. Data collection

  6. Analysis and reporting

Unit 7: Branding

Objective

  • Understand branding and factors in building effective brands.

Functions and Importance of Branding

  • Distinguishes products, establishes trust, and develops customer relationships.

Branding Strategies

  1. Multiple Branding: Target diverse market segments (e.g., various hotel brands).

  2. Co-branding: Joint marketing efforts enhance brand reach while maintaining cooperation.

Unit 8: E-marketing

Objective

  • Understand e-marketing concepts and benefits in tourism.

Overview

  • E-marketing utilizes electronic media for marketing efforts.

E-marketing Techniques

  1. SEO optimization

  2. Social media engagement

  3. Affiliate marketing

  4. Influencer partnerships

Unit 9: Internal Marketing

Objective

  • Grasp the principles of internal marketing.

Key Elements

  • Internal marketing develops engagement and brand understanding among employees.

Benefits

  • Increases employee motivation, enhances culture, and builds overall brand awareness.

Unit 10: Relational Marketing

Objective

  • Explore relationship-building strategies in marketing.

Tactics

  • Effective communication, excellent customer service, loyalty programs enhance customer retention.

Unit 11: Social Responsibility in Marketing

Objective

  • Understand the importance of ethical marketing practices.

Strategies

  • Promoting sustainability, community support, and transparent communication with clients.

Unit 12: Tourism Marketing Practices in Zimbabwe

Objective

  • Learn specific marketing practices utilized by Zimbabwean tourism businesses.