Republic of the Philippines

Surigao del Sur State University

Tagbina, Surigao del Sur 8308
Website: www.sdssu.edu.ph

Module 4
MICRO PERSPECTIVE
OF
TOURISM AND HOSPITALITY
(THC 5)

NAME: _____________________________
PROGRAM & YEAR LEVEL: _____________________________
SEMESTER: _____________________________
SCHOOL YEAR: _____________________________

SHARA JAN POLIZON MENDOZA

Instructor 1
BSHM

For Internal Purposes Only

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 Micro Perspective of
Tourism and Hospitality

1 TOURISM MARKETING
Intended Learning Outcome:
- Discuss the overview of Tourism Marketing. Learn how it was done through proper
planning to finding potential Target Markets.

2 TOURISM PROMOTION

Intended Learning Outcome:

- Discuss the overview of Tourism Promotion, how promotion was done through
good communication, learn the tourists buying process, and discuss the major
issues of Tourism Promotion.

3 THE EMPLOYMENT OPPORTUNITIES AND QUALIFICATIONS IN THE

TOURISM AND HOSPITALITY INDUSTRY
Intended Learning Outcome:
- Discuss the wide-ranging employment opportunities generated by Tourism from
land, sea and air.

References:
Micro Perspective of Tourism and Hospitality, Zenaida Lansangan - Cruz, First Edition, 2019
Principles of Tourism, Zenaida Lansangan Cruz –, 2013

Micro Perspective of Tourism and Hospitality

Compiled By: Shara Jan P. Mendoza
Copyright © 2021 by Shara Jan P. Mendoza and SDSSU-Tagbina Campus.
All rights reserved.

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 LESSON 1 – TOURISM MARKETING

What is Tourism Marketing?

Tourism marketing is the collective name given to the various marketing strategies used by
businesses within the tourism industry. This includes, for example, hotels and other forms of
accommodation, along with airlines, car rental services, restaurants, entertainment venues,
travel agents and tour operators.

The purpose behind tourism marketing is to promote the business, make it stand out from rivals,
attract customers, and generate brand awareness. Many modern tourism marketing strategies
make use of the internet, with websites, online adverts, email and social media platforms often
playing a key role.

Why is Tourism Marketing Important?

As it is one of the world’s largest industries, the tourism industry is extremely competitive. This
means that businesses operating within the industry need to find ways to stand out from rivals,
promote themselves as being the best option for tourists, and highlight some of the things that
make them different, or superior. Marketing is essential for achieving this and many of the best
tourism marketing tips focus on helping businesses to find a unique selling point and promote it.
Of course, it is also crucial that marketers keep up with the latest trends, so that they can create
a diverse marketing mix and use the best methods for getting their message out.

Unique Features of Tourism Marketing

Tour package as a specialized product creates a number of significant considerations which need
to be fully analyzed. The management of tour package cannot be divorced from the management
of service and quality. Thus, the marketing of the tour package is different from other products
because the tour package is a service product where instead of selling physical goods an
intangible experience is sold.

An understanding of the complexity of the tourism product concept is an essential pre-requisite

for effective tour package marketing in this context. The specific features of tourism marketing
are:

1. The demand for tour package is highly elastic and seasonal in nature.
2. Tour package is a combination of various service ingredient.
3. Designing, developing and marketing of tour package a number of intermediaries are
involved. Bed experience at one level can spoil the entire image of the package as well as
the tour operator.
4. A tourist does not only by the tour package in advance because it is consumed and felt at
the same time at a particular destination.
5. It is not possible to evaluate/demonstrate/sample the tour package in advance because
it is consumed and felt at the same time at a particular destination.

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The tourism industry provides for a combination of different products and activities, which ranges
from small taxi operator to the largest airline or hotel chain. The concept of change and survival
are as important to the tour operators as they have to deal with both various vendors in the
tourism market. It would, therefore, become imperative to understand what is tour marketing
planning especially for the long-term survival of ant tour/company.

A tour marketing plan is a structured guide for carrying out marketing operations. It provides a
common structure and focuses on all the company’s management activities. The purposes of a
marketing plan include:

1. It provides a clear direction for marketing operations.

2. It coordinates the resources of the organization in order to eliminate confusion and
misunderstanding and achieving cooperation.
3. Identifying different market segments.
4. Setting targets/goals.
5. Identifying the organization’s strengths and weaknesses.
6. Corporate mission and goals.
7. External and Internal Audit.
8. Business situation analysis.

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 9. Creating the objectives.
10. Providing an effective marketing mix strategy.
11. Monitoring the plan.

Thus, it has become imperative to discuss the tour marketing segment, tourist generating market,
and tour marketing mix before developing a tour marketing plan.

Tour Market Segmentation

It involves a division of the prospective market into identifiable groups. The reasoning behind this
is that a tour package can be sold more effectively if efforts are concentrated towards those
groups which are most potential. According to Middleton, “Market segmentation is the process
whereby producers organize their knowledge of customer groups and select for particular
attention those whose needs and wants they are best able to meet their product.”

The main purpose of tour market segmentation in tourism marketing are:

1. Segment the tourists generating markets.

2. Identify the network of intermediaries.
3. Identify the nature of demand for one’s product.
4. Identify the prospective tourists.

An effective market strategy will determine exactly what the target market will be and to attempt
to reach only those markets. The target market is that segment of a total potential market to
which the tourist attraction would be most saleable.

Targets markets are defined geographically, demographically and so forth market segmentation
must be employed in the marketing programs to both the long-term strategies. Every tourism
attraction can appeal to a multitude of market segments, and the market segment can overlap a
great deal. The tour manager must look at market segments and determines which one offer the
promising potential for his/her service.

Tour market segment further categories into the following types:

✓ Geographic Tourism Market Segmentation

This segment is based on the idea that customer needs differ according to geographic
regions.

✓ Demographic Segmentation
Under this segmentation, the tourism market is divided into various groups, keeping in
view the demographic variables such as age, income, sex family size, occupation,
education, religion etc.

✓ Behavioral Segmentation
In this segmentation, prospective tourists are segmented on the basis of their
knowledge, attitude, use or response to the tour product. Under this segmentation, the
marketing strategies of a four-company include:

▪ User Status
▪ Usage Rate

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 ▪ Loyalty Status
▪ Buyer Readiness Stages
▪ Attitude

✓ Psychographic Segmentation
Under this, the tourists are divided into different group on the basis of their social
status, lifestyles, and personality characteristics. For example, upper class, upper
middle, lower classes, product preferences, adventure sports, etc.

✓ Price Segmentation
Price ranges often come in handy in segmenting the tourist markets, such as

✓ Those who want to take a low-priced vacation.

✓ Those who may take a moderately priced vacation.
✓ Price ranges communicate to the tourists the quality expectation of a product along with
the producer’s image. While determining the price of a tour package a tour planner must
understand the paying capacity of the tourist.

Marketing Mix of Tourism

Product
One of the most important aspects of tourism marketing is to determine the effect of the selling
benefits and the other types of benefits that re-obtained by competing with their rivals in the
same market.

The tourism marketers need to focus more on such destinations that provide both the business
and advantages and pleasure to their customers. These pleasures depend on several factors like
the ease of traveling, facilities of the hotels, nightlife of that place, activities offered and the
overall culture of that place.

Thus, by considering these factors, the tourism marketers will understand the areas that have to
focus more on, so that tourism marketing can be done effectively.

Price
The price point is yet another important aspect of tourism marketing. Now many people avoid
traveling due to money-related issues. And this where tourism marketing comes to save the day.
Today so many apps have been developed, on which if a person books a hotel r a transport like
flight or train, they get discounts. This attracts a lot of customers.

Along with the free referral marketing, they also try to give value-added services to their
customers. There are some hotels that also offer free shuttle services to their visitors. Also
depending on whether it is a high season or an offseason, the prices are altered.

Place
Now for the tourism marketing to earn a profit, deciding the location where they want to perform
the marketing can play a key role in how far they can go. The place refers to that area where the
products and the services can be distributed.

Now in tourism marketing, the location and the destination marketers offer their products and
services to their customers through travel agents, tour operators, inside sales teas, etc. The

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distribution of their products and services can be done through catalogs, online websites, stores,
etc.

Promotion
This is the fourth pillar of tourism marketing. In this numerous of different strategies and
technologies are used for the promotion of any specific area or a tourist destination. In fact, the
trade magazines and the meeting planners are also an efficient way for promotion purposes.

These often come with many discount coupons, brochures, etc. also they try their targeted
customers to come across the ads that pop up on the website to make them aware of the various
tourist places.

Thus, tourism marketing is one of the branches of marketing that deal with the tourism industry.
It is essential to carry efficient tourism marketing, as one can make a lot of money through this
because there are so many people in this world who love traveling, and this can help the tourism
marketing industry to flourish their business.

LESSON 2 – TOURISM PROMOTION

Tourism promotion means stimulating sales through the dissemination of information. It means
trying to encourage actual and potential customers to travel. According to Salah Wahab, the
objectives of promotion are:

1. To make the tourist product widely known.

2. To make it very attractive in order to encourage many people to try it.
3. To make the message attractive without being dishonest

Promotion and Communication

Good promotion is good communication. Essentially, developing the promotional mix is an

exercise in communication. The communication system is made up of a sender, receiver and a
message. The sender (travel organization) transmits certain information that will change people’s
attitudes and creates in them a desire to use the product or services. The receiver is the potential
tourist. The message can be verbal (radio) visual (press, advertising, television, film shows,
exhibition, periodicals etc.) For communication to take place, there should be a common
understanding between the sender of the message and the receiver of the message.

The end goal of promotion is behavior modification. Its task to initiate a purchase where none
has been made before; initiate a change in purchase behavior by having the tourist buy a
different destination package or to reinforce existing behavior or to reinforce existing behavior
by having the tourist continue to buy the brand being promoted.

Three types of promotion

1. Informative promotion is more important during the early stages of the product life cycle
when owners of new resorts and other attractions will seek promotional outlets to inform the
public of the facilities and amenities that would make their vacation experience worthwhile.

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2. Persuasive promotion is used when an attraction is in its early stages of growth, so its
owners put very much promotional effort in devising persuasive messages and sending them
through several channels.

3. Reminder is important upon reaching a mature stage. Owners will then remind people of
their positive experiences. These reminder messages serve to jog the memory and keep the
product in the public.

Promotion and Travelers Buying Process

The relationship between the goals of promotion and the buying process of the traveler is
explained in figure 1. To achieve the goal of behavior modification the three types of promotion
described above are used. Informative is important to the tourist at the attention and
comprehension stages of the buying process. Persuasive promotion tries to change attitudes,
develop intentions to buy and then initiate the purchase. Reminder promotion is used after the
purchase has been made.

Figure 1

Promotion and Travelers’s Buying Process

✓ Informative promotions are most effective at the earlier buying process stages
(attention and comprehension).
✓ Persuasive promotions work better at intermediate buying process stages (attitude,
intention, and purchase).
✓ Reminder promotions are most effective after the first visit or use

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Relationship of Promotion to Marketing

Marketing is a total process which includes all elements from production and product
improvement to the final exchange of a product or service for something of value whereas
promotion is one of the major elements in the marketing mix. Promotion is one of the major
tools used in marketing a tourist product. It is the responsibility of people involved in promotion
to devise methods of communication that will make the greatest number of potential consumers
aware of their product.

Promotion Planning

Promotion planning determines the objectives or goals the organization should strive to
accomplish and the plan of action to attain these goals.

Goals are important in developing promotional strategies. To be effective, goals must be specific,
quantifiable, measurable, realistically attainable and have a time frame. They should be written
clearly and concisely and be as specific as possible.

Example:

a. To create and measure the awareness of a particular tourist attraction in a specific market.
b. To communicate a specific tourism appeal in your promotion to a specific market and then
determine how many people can recall it.
c. To communicate a basic campaign theme to a specific market and then determine how many
people can restate the premise without aided recall.

Elements of the Communication Process

1. Sender – The Destination/organization.

2. Target Market (Audience) – A common theme is necessary in establishing a market

target. Promotion would be useless if the plan is assumed that all people had the same
travel inclinations. It is also important to understand that the travel companies cannot
provide services for the whole population. It is mandatory that a promotion plan
recognize both characteristics of marketing.

3. Promotional objectives – Promotion mix are the tools that convey the message to the
customers. The major types of the promotion mix are:

✓ Advertising – Any form of paid for, non-personal presentation and promotion of

ideas, products or services by a specific sponsor using some forms of mass media.
✓ Personal selling – An oral presentation to one or more prospective customers on
a face-to-face basis; Sales promotion-activities, other than advertising and
Personal selling, that stimulate a purchase.
✓ Public relations – The presentation of ideas, goods or services about an
organization using mass media, unlike advertising it is not paid for. It is designed
to create favorable image of the product, service or business unit.

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 LESSON 3 – THE EMPLOYMENT OPPORTUNITIES AND QUALIFICATIONS IN THE
TOURISM AND HOSPITALITY INDUSTRY

With a degree in hospitality management, your career opportunities are truly limitless. The global
industry continues to grow, change and diversify every year. In fact, hospitality is one of the
world's fastest growing employment sectors and it is predicted to continue growing strong for
the coming years. Luxury hospitality and tourism careers also present a unique career track for
professionals who specialize in creating the finest guest experiences. Here is a breakdown of the
kinds of jobs can you get with a hospitality management degree.

Hotel Management Jobs

Traditional hospitality careers often start in hotels and resorts, and the accommodation sector is
growing more diverse with new properties and new concepts coming to the industry. You could
start in Reception, Guest Relations or Rooms Division and work your way up to a Director or GM
position. You could choose a company you identify with and grow your career with openings in
new locations. Or you can develop a career in marketing or finance and work for a variety of
different hospitality companies.

Examples of hotel management career progression:

• Front Office Supervisor

• Front Officers / Receptionist
• Rooms Division Manager
• Housekeeping
• Assistant Director of Operations
• General Manager
• Night Manager
• Guest Relations Manager
• Director of Sales
• Group Regional Manager

Food & Beverage Jobs

Another core area of hospitality career is the Food & Beverage sector which includes restaurants,
night clubs, catering, food trucks, fine wines & spirits, bakeries and sweets, recipe design, and
more, as the industry evolves quickly. Hospitality students receive significant training in this area,
and demand is quite high, so it's easy to find the role right after graduation.

Examples of F&B career progression:

• F&B Outlets Manager (hotel)

• Culinary Director
• Director of F&B
• F&B Coordinator
• F&B Catering & Events Manager
• Waiters/Waitress
• Chefs
• Restaurant Host
• Sommeliers

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Travel & Tourism Jobs
A hospitality degree also prepares graduates to work in businesses related to travel and tourism,
where hospitality services and skills are essential to the customer experience. This includes
airlines, cruise ships, private jets and charters, and the career paths vary widely from guest-facing
positions in the service areas, to back-end marketing and sales and finance roles. Career
opportunities in tourism are booming as the number of tourists continues to grow and visitor
expectations change with every generation. It includes positions in the tour-bus market, planning
and marketing excursions, travel writing, tour packages, destination management and tourism
planning.

Examples of travel & tourism career paths:

• Flight Attendant
• Airport Ground Attendant
• Hospitality Services Coordinator (Cruise)
• Casino Dealers / Casino Inspectors / Cage Cashiers / etc.
• Guest Experience Manager
• Guest Services
• Director of HR & Training
• VIP Lounge Assistant
• Guest Services Coordinator
• Director of Operations
• Communications Specialist
• Digital Marketing Manager
• Business Development Director
• Tour Operators
• Travel Agents
• Tour Guides

Events, Sports, Wellness & Leisure Positions

Hospitality degrees open the doors to the MICE (Meetings, Incentives, Conferences and Events)
sector and some closely related sectors such as sports, spas and wellness, and leisure activities.

Some examples of career paths in events, sports and wellness:

• Hotel Event Coordinator (weddings, birthdays, product launching, etc.)

• PR Manager / Coordinator
• Conference & Banqueting Manager
Hospitality degrees open the doors to the MICE (Meetings, Incentives, Conferences and Events)
• Project Manager
sector and some closely related sectors such as sports, spas and wellness, and leisure activities.
• Sports Event Executive
• VIP Services Manager
• Director of Group Sales
• Spa Attendant
• Wellness Area Manager
• Hospitality Services Director

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Other Sectors for Hospitality Graduates
A hospitality degree opens the doors to other types of careers as well. In fact, hospitality-related
soft skills are highly valued in the job market as is international experience and cultural
awareness, both of which are covered in hospitality degree programs.

Here are some examples of career paths from EHL Alumni on LinkedIn who are not working in
the hospitality sector:

• Digital Marketer
• Sales Funnel Manager
• Assistant Director Marketing
• Office Coordinator
• Merchandising Expert
• Marketing Manager
• Sales & Planning Coordinator
• Product Manager
• Business Planning Specialist (Food Industrty)
• Finance & Control Intern (Food Industry)
• Advanced Education – Taking up Masters and Doctorate Degrees

Hospitality Salaries & Benefits

Hospitality Salaries
Hospitality salaries will range dramatically based on multiple factors. The following list represents
the most important considerations for hospitality manager positions:

• Experience – As is true in any industry, a person’s knowledge in a certain field dramatically

affects their pay.
• Past Performance – Experience is important when making hiring decisions, but
companies also base salaries on past performance. Hotel manager candidates who can
show documented success will command the most money.
• Education – Hospitality companies prefer to hire managers with bachelor’s degrees
whenever possible. Although it’s not always a hard-set requirement, candidates with
formal education will earn higher salaries.
• Hotel Size/Class – Hotel manager salaries will vary greatly depending on the size and
pedigree of the establishment. For example, a world-renowned resort with hundreds of
rooms will usually pay significantly more than a small lodge.
• City/Location – Hotels located in major markets like Los Angeles or New York City usually
pay managers very well. Similarly, those located in exotic tourist areas also offer higher
salaries.

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Benefits
Benefits vary greatly from company to company and tend to be more expansive at larger
corporations. However, here’s a list of important considerations:

• Part-Time Benefits – Some companies now offer benefits for part-time staff in an effort
to attract the best talent.
• Flexibility & PTO – Hospitality companies are NOT created equal when it comes to Paid
Time Off policies. For candidates seeking work-life balance, this topic should be discussed
at length prior to accepting any job offer.
• Perks – Most Hotel staff have free foods in their pantry/canteen. Sometimes, a free gym
membership or complimentary rooms for you and your family is given to the best
employee of the month.
• Training – Free trainings for Career development is particularly important for younger
hotel managers. Hotel offers different job training that will help advance your career later
down the road.

Ultimately, a career in hospitality management is very promising. Salaries are competitive and
rising with each passing day. Benefits are also expanding rapidly. Knowledge is power, so current
and aspiring hotel managers just need to remember their worth!

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Name: __________________________________ Course & Year level: __________________
Subject: _________________________________ Instructor: MS. SHARA JAN P. MENDOZA_

MODULE 4 ASSESSMENT

1. Cite one tourism Attraction and discuss how will you market it.
______________________________________________________________________________
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______________________________________________________________________________
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______________________________________________________________________________

2. Explain “The demand for tour package is highly elastic and seasonal in nature.”
______________________________________________________________________________
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______________________________________________________________________________

3. What makes tour package is different from other products?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

4. Why is Price Segmentation an important factor to consider?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

5. Differentiate Tourism Marketing and Tourism Promotion?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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______________________________________________________________________________

7. In your own words, explain how Promotion and Communication works?

______________________________________________________________________________
______________________________________________________________________________
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______________________________________________________________________________
______________________________________________________________________________

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8. Choose one Promotional objectives in which you think is the most effective tool and discuss
why?
______________________________________________________________________________
______________________________________________________________________________
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______________________________________________________________________________
______________________________________________________________________________

9. Do you want to work in the Hospitality Industry? Why?

_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

10. What position do you see yourself 10-15 years from now? Why do you choose that type of
work?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

BONUS QUESTION. Given the Pandemic that we faced today, how do you think tourism and
hospitality industry will cope up?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

*Keep and study the learning module. Return this page only.

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