THC09 Prelims Flashcards
- refers to any marketing strategy used by businesses within the tourism industry
- it used the same marketing channels
- It plays an integral role in the growth of the tourism industry
Marketing Tourism
Purpose of Marketing Tourism:
- promote business
- stand out from rivals
- generate brand awareness
what channels does marketing tourism use?
digital- social media
traditional- printed ads, TV, radio
What makes tourism marketing different?
the marketing mix (product, price, promotion, and place)
Marketing for tourism covers the experience as the product itself, down to the specific tourism products and services that a tourist should avail to complete the _____.
tourist experience
Tourism is not a single product. It is a combination of products and services which results in a ___ for the traveler.
holistic experience
six (6) unique characteristics of the tourism industry
intangible
inseparable
variable
perishable
seasonal
substitutable
- cannot be touched, smelled, tasted, felt, or heard prior to purchase.
- cannot be subjected to prior scrutiny
- one cannot examine nor test them before purchase, unlike consumer products.
intangible
consumers rely on photographs, comments, or reviews from those who visited, availed, and promised
intangible
highly effective in promoting intangible tourism products
word of mouth
- tourism products cannot be separated from the consumer.
- when tourists avail, they must personally go where the products are.
inseparable
the product and consumer are in the same place in tourism because __
what is being sold is the experience.
- to avail product, the consumer goes where the product is.
activities within the destination can only be enjoyed when one is a part of it.
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
Variability is the primary reason ___ is crucial.
standardization of operations
Chain and franchise establishments make it a point to standardize the way they provide products and services to address the variability component of the industry.
variable
it refers to not being able to forward inventory to the next day.
perishability
it addresses the perishability of the tourism product.
revenue management
it refers to the behavioral patterns of the travel market
seasonality
during the lean season, this will help increase demand for products.
intensified marketing
it is the reason most products (airlines + resorts) have different rates
seasonality
- competition in this industry is intense because of new destinations and competition in the global marketplace
- TPs offer a wide range of product offerings
substitutable
what is the challenge of tourism products being substitutable?
establish loyalty among clients
how to make a tourism product LESS substitutable?
- identify competitive advantage
- unique selling preposition
it plays an important role in the purchase of tourism products.
marketing
what is considered to be of high involvement in tourism?
decision- making in the purchase of tourism products
tourism as a high-involvement product
expensive
complex
unrepeatable nature
It is considered as a complex TP
travel packages
because of the variety of products/ services + jargon used
what makes travel a “once-in-a-lifetime” purchase?
its unrepeatable nature
What happens when consumers avail high involvement TP?
detailed scrutiny of alternatives
longer time for deliberation
high expectations for satisfaction
it plays a vital role in high-involvement products
marketing
because it leads consumers to think about the product + quality assurance
TRUE/ FALSE: since TPs are high-involvement products, customers demand a low level of satisfaction.
FALSE (low- high)
high involvement vs. low involvement
HI (expensive, complex, unrepeatable)
LI (inexpensive, simple, familiar)
TRUE/ FALSE: Marketing is a task solely for account managers and marketing officers.
FALSE
it becomes the concern for everyone in the company to meet customer needs
what is the center of marketing?
customer satisfaction
the process by which companies create value for customers and build strong relationships in order to capture value from the customers in return.
marketing
Marketing is a ___ where individuals and groups obtain what they need and want through creating and exchanging products and value with others.
social process
something one cannot live without
need
A want is a luxury wherein its purchase can be __, ___, or ___.
denied
deferred
delayed
T/F: tourism falls into the need category, making it challenging to convince consumers to make a purchase.
FALSE (need- want)
the art and science of finding, retaining, and growing profitable customers (kotler, bowens, and makes; 2010)
marketing
trends in marketing
customer-centered marketing + relationship marketing.
finding, retaining, and growing profitable customers involves strategic planning to ensure __ and building of ___.
customer satisfaction
customer loyalty
ultimate goals of ensuring customer satisfaction
repeat visits and referrals
building strong relationships with one’s regular customers can be done through consistently superior ___.
customer service
it is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (American Marketing Association; 2013)
marketing
examples of the following:
tourism products
hospitality products
TP- destinations and attractions
HP- food and accommodations
define tourism marketing
management process where destinations, products, and services are designed, promoted, and distributed to meet the needs and wants of prospective tourists.
key in the marketing management process
- marketing IS
- marketing planning
- planning tactical campaigns
- marketing operations
- monitoring and control
with the advent of tech, marketing IS enables organizations to compile an __ about its customers, competitors, and effectiveness.
updated set of information
involves an analysis of the marketing environment in relation to the potential of the business.
marketing analysis
this will help increase business by obtaining the best fit between the company’s resources and target market position.
marketing strategies
this step ensures that practical and realistic tactical campaigns are conducted in support of the comprehensive marketing strategy
planning tactical campaigns
it involves implementing planned strategic and tactical campaigns
(by coordinating with stakeholders, fine-tuning the marketing mix, and ensuring activities are conducted as planned)
marketing operations
involves the ongoing process of evaluating sales data and financial performance vs. marketing activities conducted,
monitoring and control
it includes being aware of what competitors are doing
monitoring and control