Overview

Course Code: THC6

Course Title: Tourism and Hospitality Marketing

Course Credit: 3 units

Nominal Duration: 54 hours

Prerequisite: THC5 – Micro Perspective of Tourism and Hospitality

Course Description: This course will equip students with the necessary skills to develop
actual marketing campaigns for a business within the tourism and
hospitality industry. Emphasis is on the analysis of the market, its
competition and its product; preparation of a financial budget and
the development of short-term and long-range strategies to achieve
desired profit through effective advertising, sales and an effective
public relations plan.

Lesson Framework: Lesson Outline: This presents the lessons included in each chapter.

Learning Outcomes: This describes the specific knowledge, skills,

or expertise the students will get from learning activities.

Performance Assessment Outputs: This includes the enabling

tasks and main tasks required for the students to comply in each
chapter.

Scoring Rubric: This serves as a guide for the students on how their
performance assessment output is rated.

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 Table of Contents
UNIT 1: INTRODUCTION TO TOURISM AND HOSPTALITY MARKETING
Lesson 1: The Marketing Concept for the Service Industry
I. Eras in the History of Marketing
II. Core Concepts of Marketing
III. Marketing Management Philosophies
Lesson 2: Marketing Considerations
I. The Four P’s of Marketing
II. Product Considerations
III. Pricing Considerations
IV. Place Considerations
V. Promotion Considerations
Lesson 3: The Extended Marketing Mix
Lesson 4: The Marketing Process
CHAPTER 2 DEALING WITH THE MARKET
Lesson 1: Market Segmentation
I. Market Measurement
II. Consumer Behavior
III. Market Segmentation
IV. Market Targeting
V. Market Positioning
VI. Product Life Cycle
Lesson 2: Competition Analysis and Product Evaluation
I. Competitive Analysis
II. Product Evaluation
III. Product Planning and Development
Lesson 3: Environmental Influences on Tourism and Hospitality
I. Type of Appeal to Use in the Message
II. Communication Channels
UNIT 3 MARKETING COMMUNICATION AND PLANNING
Lesson 1: The Marketing Communication
I. Traditional media
II. Digital marketing
III. Public relations
IV. Sales promotion
V. Personal selling
Lesson 2 Ethics and Legalities in Tourism and Hospitality Marketing
I. Ethical considerations
II. Legal framework
Lesson 3: Developing a Marketing Plan Blueprint
I. SWOT analysis
II. Target market identification
III. Positioning

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 IV. Marketing plan components
V. Campaign development
VI. Budgeting and scheduling
VII. Evaluation and control
REFERENCES

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 Preface

“A good company offers excellent products and services. A great company also offers
excellent products and services but also strives to make the world a better place.” ― Philip
Kotler

This course, THC6 – Tourism and Hospitality Marketing, is designed to equip Hospitality
Management students with the essential skills to develop and execute successful marketing
campaigns for the tourism and hospitality industry. By focusing on market analysis,
competitive assessment, financial planning, and strategic development, students will gain
practical experience in advertising, sales, and public relations.

This course aims to cultivate students' ability to create effective and socially responsible
marketing strategies. Throughout the semester, we will explore topics such as marketing
exploration, consumer behavior, branding, advertising, public relations, and digital
marketing.

The learning materials and assessments have been carefully selected to align with industry
standards and prepare students for their future careers in the dynamic tourism and hospitality
sector. I am confident that this course will provide valuable insights and practical skills to
help you excel in your chosen field.

I look forward to a rewarding semester of learning and growth together.

Trizia Fesuel M. Labadan, DM

The Author

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 UNIT 1:
INTRODUCTION TO TOURISM AND
HOSPTALITY MARKETING
UNIT 1: INTRODUCTION TO TOURISM AND HOSPTALITY MARKETING
Lesson 1: The Marketing Concept for the Service Industry
I. Eras in the History of Marketing
II. Core Concepts of Marketing
III. Marketing Management Philosophies
Lesson 2: Marketing Considerations
I. The Four P’s of Marketing
II. Product Considerations
III. Pricing Considerations
IV. Place Considerations
V. Promotion Considerations
Lesson 3: The Extended Marketing Mix
Lesson 4: The Marketing Process

LESSON 1: THE MARKETING CONCEPT FOR THE

SERVICE INDUSTRY
Marketing isn’t simply a business function. It’s a philosophy, a way of thinking, and a way of
structuring a business and mind. Creating customer value and satisfaction are at the heart of
hospitality and travel industry marketing.

Marketing is a dynamic process that involves creating, communicating, delivering, and

exchanging offerings that have value for customers, clients, partners, and society at large. It is
a strategic function that aligns an organization's goals with customer needs and wants.
According to Kotler, marketing is "the science and art of exploring, creating, and delivering
value to satisfy the needs of a target market at a profit."

Marketing in Tourism & Hospitality

The tourism and hospitality industry thrives on exceptional customer experiences. Effective
marketing in this sector involves:

• Crafting Unique Experiences - Developing products and services that cater to specific
traveler segments and create lasting memories.
• Building Strong Brands - Establishing a distinctive brand identity that resonates with
the target audience and positions the business as a preferred choice.
• Strategic Communication - Leveraging various channels to effectively promote
destinations, accommodations, and attractions.
• Delivering Exceptional Service - Going beyond guest expectations to foster loyalty
and positive word-of-mouth.
• Nurturing Customer Relationships - Building long-term connections through
personalized experiences and loyalty programs.

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In essence, tourism and hospitality marketing revolves around creating unforgettable guest
experiences while driving business growth.

I. ERAS IN THE HISTORY OF MARKETING

The exchange process is the essence of marketing in which two parties give something of value
to each other to satisfy perceived needs.

1. Production Era (1920s) - Focused on producing high-quality products, assuming they

would sell themselves.
2. Sales Era (1920s-1940s) - Emphasized aggressive sales techniques to overcome
customer resistance.
3. Marketing Era (1950s) - Shifted focus to customer satisfaction and long-term
profitability.
4. Relationship Era (1990s) - Prioritized building strong, lasting relationships with
customers, suppliers, and partners.

II. CORE CONCEPTS OF MARKETING

1. Need
- A state of felt deprivation
- Include physical, social & individual needs

2. Want
- The form taken by a human need as shaped by culture and individual personality

3. Demand
- Human wants that are backed up by buying power

4. Product
- Anything that can be offered to a market for attention, acquisition, use or consumption
that might satisfy a want or need.
- Includes physical objects, services, persons, places, organization and idea.

5. Service
- Any activity at benefit that one party can offer to another that is essentially intangible
& does not result in the ownership of anything.

6. Value
- The difference between the values the customer gains from owning and using a
product and the costs of obtaining the product.

7. Exchange
- The act of obtaining a desired object from someone by offering something in return.

8. Transaction
- A trade between two parties that involves at least two things of value agreed-upon
conditions, and a place of agreement.

9. Market
- The set of all actual and potential buyers of a product or service.

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 10. Customer Satisfaction
- This depends on a product’s perceived performance in delivering value relative to a
buyer’s expectation. If performance exceeds expectations, the buyer is delighted
(Certainly a worthy goal of the marketing company).

11. TQM (Total Quality Management)

- An approach which all the company’s people are involved in constantly improving
the quality of products, services and business processes.

III. MARKETING MANAGEMENT PHILOSOPHIES

Marketing concepts (or marketing management philosophies) are the philosophies used by
the businesses to guide their marketing efforts. Marketing concepts relate to the philosophy a
business use to identify and fulfill the needs of its customers, benefiting both the customer
and the company.

1. Production Concept
- Focuses on maximizing production and distribution. Assumes
customers prioritize low prices and availability. Ignores product
quality and customer needs. Effective only when demand exceeds
supply.

Example: Budget hotels like RedDoorz and Go Hotels. These

establishments prioritize affordability and accessibility, often
sacrificing amenities and service quality.

2. Product Concept
Emphasizes product quality over price and availability.
Assumes customers prefer superior products. Can lead to
high prices and neglect of customer needs.

Example: Shangri-La, Manila. This luxury hotel focuses on

providing exceptional accommodations, world-class
amenities, and personalized service. The brand emphasizes
its premium offerings and caters to high-end travelers.

3. Selling Concept
- Prioritizes sales over customer satisfaction. Uses
aggressive sales tactics to push products, regardless of
customer needs. Builds short-term relationships and often
neglects long-term customer loyalty.

Example: Some beach resorts offering aggressive

package deals and discounts, often overpromising on
amenities and experiences. These establishments
prioritize short-term gains over building long-term
customer loyalty.

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 4. Marketing Concept
- Focuses on understanding and meeting customer needs
and wants. Conducts market research to develop products
and services that deliver value. Builds strong customer
relationships and long-term loyalty.

Example: Cebu Pacific Air - The airline has successfully

positioned itself as a budget carrier while offering
additional services like seat selection and baggage
allowance for a fee. They cater to the needs of budget-
conscious travelers while also providing opportunities for revenue generation.

5. Societal Marketing Concept

- Extends the marketing concept by considering society's
well-being. Balances customer satisfaction, profit, and
environmental and social responsibility. Builds positive
brand image and contributes to sustainable tourism.

Example: El Nido Resorts - This eco-luxury resort chain

prioritizes environmental sustainability and
community development. By implementing eco-
friendly practices and supporting local communities,
they contribute to the well-being of the destination and
attract environmentally conscious travelers

LESSON 2: MARKETING CONSIDERATIONS

I. THE FOUR Ps OF MARKETING

1. Product Decision – These covers decisions about the products and services to be sold
to the guests.

• Brand name • Functionality

• Appearance • Safety
• Quality • Packaging
• Warranty • Repairs and support
• Services • Accessories
•
For restaurants or any other food service industries. Decision may include the following:

• Items on the menu • Quality of the Ingredients

• Quality of preparations • Look or appearance of the item
• Ingredients the item contains • Guidelines or policies on the level of
• Kind of service or dining experience customers satisfaction
that you want to provide. • Atmosphere

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 2. Price Decisions – this covers the decisions about the price to be charged for a product
or service.

• Product positioning • In the food service, pricing is

• Product demand typically limited to the amount
• Total costs of creating the price and listed in the menu.
competitor’s price. • Adjusting it for seasonal tastes and
• Normal retail price supplies.
• Wholesale price • Bundling by means of meal deals or
• Volume discounts value meals.
• Cash and early payment discounts • In travel and tourism, services are
• Price flexibility priced in accordance with the needs
• Seasonal pricing of the clients.
• Price discrimination
• Bundling or grouping products
together for a lower price.

3. Place Decisions – These covers on the aspect of distributing products or services to

the customers.

• The distribution channels to be used • The type of market covered whether

• The selection of specific channel it is inclusive, selective, exclusive
members • The inventory management of
• The warehousing of finished goods products or services
• Area and nature of distribution • The order processing
locations
• How products are to be transported
to the customers.

4. Promotion Decisions – These are the decisions focusing on how to communicate

information about the products or services to the targeted market in such a way that
they will buy or avail them. It emphasizes to inform a message to the target market. In
any type of business, product promotion is a strong predictor of sales.

• Promotional strategies • Sales promotion

• Advertising • Public relations
• Specific media selection • Publicity
• Personal selling • Marketing budget

II. PRODUCT CONSIDERATION

Product
- Anything that can be offered to a market for attention, acquisition, use, or
consumption that might satisfy a want or a need.
- A tangible object, a service or an idea that is offered by one party in exchange for
something; money, patronage, moral support, votes and the like.
- It may also refer to a place or an activity.

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 The Three Levels of Products

1. Core Product – This is the most basic

level of a product. This is not the tangible
physical product that a consumer buy.
2. Actual Product – This is the tangible
physical product where one can get some out
it. It includes; quality level, features, design,
brand name, packaging.
3. Augmented Product – This is the non-
physical part of the product. It usually consists
of an added value, for which a consumer may
or may not pay a premium.

Product Attributes
Developing a product involves defining the benefits that it will offer. These are benefits
communicated and delivered by product attributes such as quality, features and design.

1. Product Quality – This is the ability of a product to perform its functions. This includes
the product’s overall durability, reliability, precision, ease of operation and repair, and
other valued attributes. Product quality looks at how good or how bad a product is.
2. Product Features – These are competitive tools for differentiating the company’s
product from competitors’ products.
3. Product Design – This is another way to add customer value. This is more than skin
deep – going to the very heart of a product. This is one of the most potent tools for
differentiating and positioning a company’s products and services against its
competitors.

Example: Disneyland Resorts

Quality
• Safe and reliable rides
• Exceptional customer service
• Immaculate cleanliness
Design
• Distinct and immersive theming
• Iconic character design
• Interactive queue experiences
Features
• Variety of rides for all ages
• Live shows, parades, and character interactions
• Diverse dining options
• Unique merchandise and souvenirs
• Accessibility features

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Creating a Brand

Creating a brand is very significant, especially when developing a new product. The brand
can add significant value when it is well recognized and has positive associations in the mind
of the consumer.

A brand refers to the name, term, design, symbol or any other features that identifies one
seller’s good or service as distinct from another.

Branding is creating a unique identity, while marketing promotes and sells that identity

Example: Philippine Airlines

Branding
• Identity - Philippine Airlines positions itself as the flag carrier of the Philippines,
emphasizing Filipino hospitality and service.
• Image - The airline strives to convey a sense of national pride and world-class service.

Marketing
• Promotion - PAL often uses promotions, such as seat sales and bundled packages, to
attract customers.
• Distribution - The airline has a wide distribution network, including online booking,
travel agents, and airport counters.
• Communication - PAL utilizes various channels like social media, advertising, and
public relations to connect with its target market.

Benefits of Branding

To the buyers, branding is significant because of the following:

• Distinguish products - It’s like a label that tells buyers what they like or dislike.
• Recognize the seller - It identifies who is behind the product.
• Make quicker decisions - A strong brand can save time when shopping.

To the sellers, brand is very important because of the following reasons:

• Sets products apart - It differentiates offerings from competitors.
• Builds customer loyalty - It makes customers remember and return for the brand.
• Expands product lines - It allows companies to introduce new products under a
trusted name.

Desirable Qualities of a Brand Name

• Be descriptive - It should convey the product's benefits or features.
• Be memorable - It should be easy to remember and pronounce.
• Be distinctive - It should stand out from competitors.

Brand Strategies
1. Line Extensions – These are additional items in given product category under the
same brand name, such as new flavors, forms, colors, ingredients or package sizes.
2. Brand Extensions – This involves the use of a successful brand name when launching
new or modified products in a new category.

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 3. Multi-branding – This is a strategy under which a seller develops two or more brands
in the same product category, which allows a company to lock up more reseller “shelf
space”. This is done when company wants to protect its major brand by setting up
flanker or fighter brands.
4. New Brands – This strategy is applied when a company enters a new product category
for which none of the company’s current brand names are appropriate. Other reason
for utilizing this technique is when the company believes that the power of its existing
brand names is waning and a new brand is needed. This is true when a lot of brands
of the same product are out in the market.

Product Packaging and Labeling

Packaging is important to attract buyers. This is also similar to labelling as this provides
information to the consumers.

The activity of designing and producing the container or wrapper for a product is called
packaging. The container or wrapper is called the package.

Three Levels of Packaging

• Primary Package – This is the product’s immediate container.
• Secondary Package – This is the material that protects the primary package and is
thrown away when the product is about to be used.
• Shipping Package – This is the packaging necessary to store, identify and ship the
product.

Label – may be a simple tag attached to the product or a complex graphic that is part of
the package. It may carry only the brand name or a great deal of information.

- Labelling is a part of packaging. It consists of the printed information appearing on

or with the package.

Functions of the Labels

• Identification - Clearly labels the product or brand.
• Information - Provides details about the product, including producer, contents, and
usage instructions.
• Promotion - Attracts attention and encourages purchase.

Pricing Considerations

Price – It is the amount a customer pays for a tourism or hospitality product or service. It's
influenced by factors like demand, competition, and perceived value.

Pricing – It is the process of setting a price for a tourism or hospitality product or service. It
involves balancing supply and demand to maximize revenue.

Stages in Pricing Strategies

Kotler (2000) proposed a generic pricing model that recommends eight stages in setting prices:

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 1. Define Pricing Objectives - Determine what you want to achieve (e.g., maximize profit,
fill rooms, attract a specific clientele).
2. Understand the Market - Analyze your target market's willingness to pay and
competitor pricing.
3. Calculate Costs - Determine the expenses associated with your product or service (e.g.,
room maintenance, food costs).
4. Set Pricing Strategy - Choose a pricing approach (e.g., competitive, value-based, or
cost-plus).
5. Establish Prices - Determine specific prices for rooms, packages, food, and beverages.

Factors Influencing Pricing Decisions

Factors that influence price decisions can be sorted in to two major categories
(Kotler, 2000):

1. External environmental factors, over which companies have little (if any) control.

2. Internal factors, over which companies have a considerable amount of control.

Pricing Strategies

PRICING STRATEGY PRICE QUALITY

Premium High High
Economy Low Low
Value Low High
Overcharging High Low

Product Mix Pricing Strategies

1. Product line pricing – this is the setting the price steps between various products in a
product line based on cost differences between the products, customer evaluations of
different features and competitor’s prices.
2. Optional product pricing – This is the pricing of optional or accessory products along
with a main product. Organizations utilize this strategy to maximize its turnover.
3. By-product pricing – this is the setting a price for by-products in order to make the
main product’s price more competitive.
4. Product-bundle pricing – It involves combining several products and offering the
bundle at a reduced price. This can promote the sales of products consumers might
not otherwise buy.

Other Pricing Strategies

1. Psychological Pricing – This is a pricing approach that considers the psychology of
prices and not simply the economics. In other words, the price is used to say something
about the product.
2. Geographical pricing – This is a consideration in pricing products or services to
customers located in different parts of the country or world.
3. Discount pricing – This is used to reward customers for certain responses.
• Cash discount – This is a price reduction offered to buyers who pay their bills
promptly.
• Quantity discount – As often given, this price reduction is offered to buyers
who buy large volumes of products or services.

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 • Seasonal discount – This price reduction to buyers who buy merchandise or
services out of season.
4. Segmented pricing – companies will often adjust their basic prices to allow for
differences in customers, products and locations.
• Customer segment pricing – different customers pay different prices for the
same product or services.
• Location pricing – different locations are priced differently, even though
the cost of offering each location is the same.
• Time pricing – prices may vary by the season, the month, the day and even
the hour.
5. Cost-based pricing – This is a pricing strategy wherein firms stake into account the
cost of production and distribution, and then decide on a markup which they would
like for profit to come to their final pricing decisions.
6. Penetration pricing – A strategy that is used an organization to set a low price to
increase sales and market share.
7. Skimming pricing – Marketers in this strategy sets an initial high price and then slowly
lowers the price to make the product available to a wider market.
8. Competition pricing – Marketers sets a price in comparison with competitors.

III. Place Considerations

Place in tourism and hospitality refers to how and where customers access products or
services. This includes the location of businesses, distribution channels (like travel agencies or
online platforms), and the overall customer journey.

Forms of Distribution
1. Direct Distribution - Selling directly to customers (e.g., hotel website, restaurant
reservations).
2. Indirect Distribution - Using intermediaries (e.g., travel agents, online booking
platforms).

Distribution Channels
- Distribution Channel is the path a product or service takes from the producer to the
consumer. It involves the organizations and processes that get tourism and hospitality
offerings to customers. For example, a hotel might use its website (direct channel) to
sell rooms, or partner with online travel agencies like Booking.com (indirect channel).

Types of Distribution Channels

Distribution channels are the pathways through which tourism and hospitality products or
services reach customers. They can be direct or indirect.

• Direct channels involve selling directly to customers (e.g., booking a hotel room on
the hotel's website).
• Indirect channels involve intermediaries who facilitate the sale (e.g., booking a flight
through a travel agent).

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Key Intermediaries in Tourism and Hospitality
1. Agents - Represent the seller and facilitate transactions (e.g., travel agents, online
booking platforms).
2. Wholesalers - Purchase products in bulk and resell to retailers (less common in tourism
but can include tour wholesalers).
3. Retailers - Sell directly to consumers (e.g., travel agencies, tour operators, destination
management companies).

IV. Promotion Considerations

Promotion is the process of communicating a product or service's value to potential

customers. It involves creating awareness, generating interest, and persuading people to buy
through various marketing activities.

Step 1: Identify the target audience

Step 2: Determine the response to be sought
Six Buyer Readiness Stages
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase

Step 3: Choose a message

• What to say
• How to say
• How to say it symbolically
• Message Content – The communicator has to figure out an appeal or theme that
will produce the desired response.

Types of Appeal
1. Rational Appeals – message appeal that relates to the audience’s self-interest and show
that the product will produce the claimed benefits.
2. Emotional Appeals – message appeals that attempt to stir up negative or positive
emotions that will motivate purchase.
3. Moral Appeals – Advertising messages directed to the audience’s sense of what is “right”
or “proper”.
• Message Structure – The communicator also must decide how to handle three
message-structure issues.
1. Whether to draw a conclusion or leave it to the audience.
2. Whether to present a one-sided argument or two-sided argument.
3. Whether to present the strongest arguments first or last.
• Message Format – A strong format of the message is very important to appeal to the
targeted market.
Step 4: Choose a media
• Personal Communication Channels

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 - These are channels through which two or more people communicate directly with
each other, including face to face, person to audience, over the telephone or
through the mail.
• Non-personal Communication Channels
- These are media that carry messages without personal contact or feedback,
including major media, atmospheres and events.
Step 5: Select the message source
When the media has been chosen, the next step is to know who will convey the message. This
is because the impact of the message on the audience is also affected by how the audience
views the sender. This only means that messages delivered by highly credible sources are
more persuasive.
Sources that Make the Source Credible:
• Expertise
• Trustworthiness
• Likeability

Step 6: Collect Feedback

Selling Promotional Budget

Four Common Methods Used to Set the Total Budget for Advertising
1. Affordable Method – This refers to setting the promotion budget at the level
management thinks the company can afford.
2. Percentage-of-sales Method – This is the setting the promotion budget at a certain
percentage of current or forecasted sales or as a percentage of the sales price.
3. Competitive-parity Method – This is setting the promotion budget to match the
competitors’ outlay.
4. Objective-and-task method – This is setting the most logical budget setting method,
whereby the company sets its promotion budget based in what it wants to accomplish
with the promotion effort.

Promotional Tools in Tourism and Hospitality

Promotional tools are methods used to communicate the value of a tourism or hospitality
product or service to potential customers. These include:

• Advertising - Paid communication that reaches a wide audience (e.g., TV

commercials, online ads, print media).
• Personal Selling - Direct interaction between a sales representative and a customer
(e.g., hotel sales manager, tour guide).
• Sales Promotions - Short-term incentives to encourage purchases (e.g., discounts,
contests, freebies).
• Public Relations - Building positive relationships with the public (e.g., press releases,
media coverage, sponsorships).
• Direct Marketing - Communicating directly with target customers (e.g., email
marketing, direct mail, SMS).

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 LESSON 3: THE EXTENDED MARKETING MIX

Service Marketing Mix

The 7 Ps framework provides a comprehensive approach to marketing in the tourism and

hospitality industry.

1. Product - This refers to the core offering of a tourism or hospitality business. It

encompasses the services, experiences, and amenities provided to customers. For
example, a hotel's product includes accommodation, dining, and additional services
like spa treatments.
2. Price - Price is the monetary value placed on a product or service. It's a crucial factor
influencing demand and revenue. Effective pricing strategies consider factors such as
competition, customer perception of value, and operational costs.
3. Place - Place refers to the distribution channels used to reach customers. In tourism
and hospitality, this includes both physical locations (e.g., travel agencies, hotel front
desks) and online platforms (e.g., booking websites, mobile apps).
4. Promotion - Promotion involves communicating the value of a product or service to
target customers. It includes various marketing activities such as advertising, public
relations, sales promotions, and digital marketing.
5. People - People are the human element of any service business. In tourism and
hospitality, employees play a vital role in delivering exceptional customer experiences.
Their attitude, knowledge, and skills directly impact customer satisfaction.
6. Process - Process refers to the systems and procedures involved in delivering the
service. Efficient and well-defined processes ensure smooth operations and customer
satisfaction. For example, the check-in and check-out processes at a hotel are critical to
the overall guest experience.
7. Physical Evidence - Physical evidence encompasses the tangible aspects of a service,
such as the environment, facilities, and overall atmosphere. It creates a first impression
and contributes to the overall customer experience. For instance, the ambiance of a
restaurant or the design of a hotel room are examples of physical evidence.

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 Lesson 4: The Marketing Process

Step 1: Market Research and Analysis

✓ Understanding the Target Market - Identify and profile potential visitors based on
demographics, psychographics, and behavior.
✓ Competitive Analysis - Evaluate competitors' offerings, strengths, weaknesses, and
market positioning.
✓ Destination Analysis - Assess the destination's attractions, infrastructure, and unique
selling points.

Step 2: Developing Marketing Objectives

✓ Setting Clear Goals - Define specific, measurable, achievable, relevant, and time-
bound (SMART) objectives.
✓ Alignment with Business Goals - Ensure marketing objectives support the overall
business strategy.

Step 3: Developing the Marketing Mix (7Ps)

Step 4: Implementation and Evaluation

✓ Campaign Execution - Implement marketing strategies and tactics effectively.

✓ Monitoring and Control - Track campaign performance and make necessary
adjustments.
✓ Measuring ROI - Evaluate the return on investment of marketing efforts.

This process provides a structured framework for developing and implementing successful
marketing campaigns in the tourism and hospitality industry.

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