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THC Micro Module 3 and 4

The document provides an overview of micro perspectives in tourism and hospitality. It defines tourism marketing as the systematic process of satisfying tourist demand through products and services. It also describes the uniqueness of tourism marketing, including its intangible nature. Furthermore, it discusses stages in the evolution of tourism marketing such as production orientation, sales orientation, and marketing orientation. The document concludes by explaining the concepts of marketing segmentation and its four key assumptions.

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Khristina Lafuente
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320 views8 pages

THC Micro Module 3 and 4

The document provides an overview of micro perspectives in tourism and hospitality. It defines tourism marketing as the systematic process of satisfying tourist demand through products and services. It also describes the uniqueness of tourism marketing, including its intangible nature. Furthermore, it discusses stages in the evolution of tourism marketing such as production orientation, sales orientation, and marketing orientation. The document concludes by explaining the concepts of marketing segmentation and its four key assumptions.

Uploaded by

Khristina Lafuente
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Micro Perspective in Tourism and Hospitality

TOURISM OVERVIEW
Module 3

THC-Micro
Prepared by: BSHM 1 Palawan State University
Khristina Dacuan Lafuente Taytay Campus
Lesson Overview Ans Key: T,T, F, F,
F

Content

 The product and or service itself


  The methods of distribution
  The methods of pricing
Intended Learning Outcomes   The methods of promotion
  The form of selling
1. Define tourism marketing.   The form of advertising
2. Determine the differences between tourism
marketing and product marketing. In relation to tourism, marketing is the systematic process by which an
3. Describe a systematic approach to
marketing segmentation, orientation,
organization tries to maximize the satisfaction of tourist demand through research,
strategies and plans. forecasting and the selection of tourism products and services to meet that demand.
4. Identify the procedures that should be used It is a management philosophy which in the light of tourist demand, makes it
in marketing tourism destinations and possible through research, forecasting and selection to place tourism products on the
organizations. market in line with the organization’s purpose for the greatest benefit.

Pre- Test Uniqueness of tourism marketing


True or False
 Tourism is a service. An intangible experience is being sold, not a physical good
Write T if the statement is True and write F if the statement is false. that can be inspected before is bought. For example, a consumer does not buy a
1. The act of attending the needs of a costumer from a waiter is a product of tourism. bed or a beach, but buys a night’s lodging in a hotel at the seashore.
2. A tourism product is the seat in an airplane.  The service provided is usually composed of several components such as
3. The scenery and room is the only product of hospitality industry. transportation, lodging, food and beverage, attractions, activities etc. the degree
4. Service and Product in tourism marketing is the same.
5. The experiences of a tourist in the beaches of El Nido is not a product of Tourism.
of success of anyone component influences the success of the other components.
 Travel intermediaries are a necessity. Because most tourist services are located
far from their potential customers, specialized intermediaries are necessary to
bridge the gap between the producer and the tourists.
 The organizations that market tourism destinations usually have a little control
over the quality and quantity of services.
 The guest’s satisfaction is a function of the staff providing the service.
 Tourism demand is highly elastic, seasonal in nature and it is influenced by
subjected factors such as price and the physical attraction at the destination
 The intangible nature of tourism services means that the visitor’s travel
experiences exist only in memory after the trip is over.

 “Marketing is a continuous, sequential process through which management in


tourism plans, researches, implements, controls and evaluates activities Stages in the Evolution of Tourism Marketing
designed to satisfy both customers’ needs and wants and their own
organization’s objective. To be effective, marketing requires the efforts of Production Orientation: Greatest emphasis is placed on the services or products
everyone in an organization and can be made more or less effective by the provided to the visitor.
actions of complementary organizations.” –Morrison, A.M (2013)
Sales Orientation: The emphasis shifts to trying to outsell competitors and the focus is
on the seller’s needs.

Marketing Orientation: The needs and wants of the visitor are the first priority for the
marketer.

Societal Marketing Orientation: organizations with a marketing organization


recognize that they have a responsibility to society and local communities as well as to
their visitors.

Sustainable tourism development: An approach to marketing that focuses on the


satisfaction of visitor needs and wants while respecting the long-term interests of the
community.
Marketing Orientation
Before embarking on a program to market tourism in general or a specific tourism
product or service in particular, it is necessary to develop a philosophy or orientation
to guide one’s marketing efforts.
A product orientation emphasizes the products or services that are available. It may
be successful if there’s a surplus of demand over supply. Thus, the destination which
offers the best product will get the tourist. The old adage that reflects this is “Build a
better mousetrap, and the world will beat a path to your door.

Marketing Segmentation
 Is universally accepted way of analyzing demand. It is the grouping together of
people with similar needs and wants for the purpose of serving the market better.

Marketing Segmentation: Four Assumptions

1. The market for a product or service such as a vacation, is made up of particular


needs and preferences related to the product or service being marketed
2. The potential tourists can be grouped into segments whose members have similar
characteristics.
3. A single product offering such as trip to Boracay will appeal to some segments of
the market more than others.
4. Some firms and organizations can improve their marketing effort by developing
specific product offering
Reference
Micro Perspective in Tourism and Hospitality

TOURISM SECTOR
Module 4

THC-Micro
Prepared by: BSHM 1
Palawan State University
Khristina Dacuan Lafuente Taytay Campus
Lesson Overview

Intended Learning Outcomes

Assessment
Content
Course Outcome Activity

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