THM Learning Module Prelim

JOHN B. LACSON FOUNDATION MARITIME UNIVERSITY MOLO, INC.
COLLEGE OF BUSINESS
LEARNING MODULE
THM – Tourism & Hospitality Marketing
Name : ____________________________ Year & Section: _____________________

Contact Number: ____________________ Email Address: _____________________
Instructor: ____________________________________________________________
THM – TOURISM & HOSPITALITY MARKETING
By:
Amabelle T. Agregado
Ma. Mae G. Villanueva
COURSE TITLE: THM – TOURISM & HOSPITALITY MARKETING
COURSE OUTLINE:
PRELIM
UNIT 1: OVERVIEW OF HOSPITALITY TOURISM INDUSTRY
Topic 1. The Travel History
Topic 2. The Components of Tourism & Its Uniqueness
Topic 3. Classification of Travellers
Topic 4. The Key Player of the Philippine Tourism Industry
UNIT 2: INTRODUCTION TO HOSPITALITY & TOURISM MARKETING
Topic 1: Marketing & Marketing Models
Topic 2: The Marketing Mix Used in the Tourism Industry
Topic 3: The Integrated Marketing Communications Model
Topic 4: Marketing Process
COURSE INTENDED LEARNING OUTCOMES

At the end of the course, the students shall be able to:
1. identify the characteristics that affect the marketing of a hospitality or travel product;
2. define and describe the marketing strategies that are useful in hospitality and travel industries;
3. discuss how marketing managers go about developing profitable customer relationship; apply
the process involved in implementing a marketing program;
4. acquire the skills in promoting/ marketing the different tourism products;
5. learn and apply the marketing techniques and strategies in developing a marketing plan;
6. recognize the importance of customer-delivered value and customer satisfaction;
7. realize the significance of marketing in the business organization as well as in the industry; and
8. have an interest in formulating marketing strategies
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 a short-term and long-range strategies to achieve desired
profit through effective advertising, sales and effective public relations plan.
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UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

INDUSTRY
Objectives/Learning Outcomes
1. Understand the meaning of tourism and what it
entails;
2. Recognize the products of Hospitality and Tourism
in Philippine Setting;
3. Identify the different components and
characteristics and the unique features of tourism
industry;
4. Classify the different travellers and comprehend
the tourism market trends;
5. Familiarize and recognize the functions and roles
of each key players of Philippine tourism industry.
TOPIC 1: The Travel History

TOURISM
o plays a vital role in a country
o apparently it serve as the blood life of the
economy.
This is because Tourism brings in large amounts of income into local economy in the
form of payment for goods and services needed by travelers
ILOILO PROVINCE TOURISM

o Provincial Tourism Office (PTO) -
Most foreign tourists came
Tourist arrivals in Iloilo province from the United States of
increased by 23.18 percent in 2017 America, European
o 310,878 domestic and foreign countries, South Korea,
tourists visited the province in 2017 Singapore, Canada, Japan,
o generated PHP5.6 billion in receipts China, Mexico and India.
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TOPIC 1: Tourism & Hospitality Industry
TOP PHILIPPINE DESTINATIONS
1) Banaue Rice Terraces

o Ifugao Province, Cordillera
o Because of its high altitude, Banaue is
often described as "where land merges
with the clouds to meet the heavens"
with the rice terraces as "the stairway to
the sky."
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TOP PHILIPPINE DESTINATIONS
2) Chocolate Hills
o Province of Bohol
o a series of 1,268 perfectly symmetrical,
haycock-shaped hills that rise some 30
meters above the ground. A National
Geologic Monument, these unique, rock
formations were cast after million years
of evolution
3) Boracay
o Province of Aklan
o White Beach is so fine and feels like
treading on miles of baby powder!
What is TOURISM??
According to the old accounts of the Etymological
meaning of the words tourism derived from the
Latin word
Tour as “Tonare” and Greek word “Tornos” –
meaning a lathe or a circle movement.
This meaning has changed in modern English to
represent “One’s Turn”.
The suffix – ism – is defined as an “action or
process”.
While Tourist denotes – one who performs a given
action.
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What is TOURISM??
Professor Hunziker and Kraft – in the year 1942

Defined Tourism
– the totality of the relationship and phenomenon arising from the
travel and stay of strangers provided the stay does not imply the
establishment of a permanent residence and is not connected with a
remunerated activity”.
United Nations World Tourism Organization (UNTWO, 2008)

Tourism - The activities of persons traveling to and staying in
places outside their usual environment for not more than one
consecutive year for leisure, business and other purposes, except
activities remunerated from within the place visited.
What is HOSPITALITY??
o from Latin word “Hospes” which means

stranger
o later evolved into hospice, hostel, host
and hospitality
o It is a place and feeling where one can
build their own self-esteem and pride, by
providing positive memories and
experiences to our guests.
o It means providing service to others yet
not bring cast as servant.
o It should be composite of smiles, trust,
caring individuals in providing the
exceptional experiences.
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How does TRAVEL get STARTED??
o Since the beginning of human history people have

journeyed away from home for multitude of reasons.
o One of the earliest forms travel was hunters following they
prey and trading with other hunter.
Transhumance, or the seasonal migration of pastoral peoples
with their herds, was an early demonstration of longer – distance
travel away from the village of family.
Hospitality of Early Filipinos
Pigafetta’s Account (1521)

From the scripts of Pigafetta:
When I reached shore, the king raised his hands
towards the sky and the turned toward us two. We did
the same toward him as did all the others. The King
took me by the hand; one of his chiefs took my
companion; and thus they led us under a bamboo
covering, where there was a balanghai.
We sat down upon the stern of the balanghai,
constantly conversing with signs. The King had a plate
of pork brought in and a large jar filled wine. Before the
King took the cup of drink, he raised his clasped hands
toward the sky and then toward me and then drank. I
did the same toward the king.
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PHILIPPINE TOURISM INDUSTRY
o Philippines – Tourism Industry is known as a

fragmented industries and entities, both public and
private.
o Its existence involves functions such, planning,
development, marketing, sales, operation and
evaluation of destinations, products and services
that cater to the needs of the travelers, both
foreign and domestic.
o The marketing of the Philippines as a whole with its
various destinations is primarily a role of the
government sector,
o while the private sector entities undertake the
marketing and sale of specific products.
HOSPITALITY INDUSTRY
The majority of business niches are composed

of only a handful of different businesses, but this
industry applies to nearly any company that is
focused on customer satisfaction and meeting
leisurely needs rather than basic ones.
WHAT EXACTLY IS THE HOSPITALITY INDUSTRY?

Hospitality Industry – is much broader than most
other industries.
While this industry is very broad, there are
something defining aspects that are important to
understand.
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HOSPITALITY INDUSTRY
o Most people think that hotels lone belong to the hospitality
industry, but hotels are only one sector of this industry. Many
forms of transportation that cater to tourists are also part of this
business world.
o The niche include airlines, cruise ships and even fancier trains.
Restaurants, general tourism and event planning also belong to
this niche.
o Some of the businesses partially belong to the hospitality
o Hotels industry- fast foods restaurant would be considered
o Many forms of transportation convenient. A restaurant that provides fancy foods with
o Restaurants amazing service would be providing a hospitality service.
o Event planning
ASPECTS OF HOSPITALITY INDUSTRY

CUSTOMER SATISFACTION
o this industry relies entirely on customers’ being
happy.
o Based on providing luxury services
RELIANCE ON DISPOSABLE INCOME AND LEISURE TIME

o Majority are for tourists or rich patrons
o If DI decreases due to recession, there are the first
businesses to suffer
EXCELLENT LEVEL OF SERVICE

o This industry relies heavily on providing an excellent level of service.
o Brand loyalty is important.
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ASPECTS OF HOSPITALITY INDUSTRY
THEMES
o This industry use a certain theme to attract
customers.
Fancy restaurant – offering a Mediterranean theme attract
customers
Hospitality business that provide an authentic theme are
often appreciated more than general hospitality
businesses.
The broad-reaching hospitality industry ensures that every customer is

happy.
o Therefore, while this is a very broad industry that can incorporate many different
businesses, there are some defining elements that set it apart from similar
businesses.
o Not only do these companies focus on service and luxury, but they also depend on
disposable income and giving customers what they want.
TOURISM HISTORY TIMELINE
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ASSESSMENT :
Written Quiz: Meaning of Hospitality and Tourism as well
as its aspects and history.
TOPIC 2: Overview of Hospitality & Tourism Industry

TOURISM PRODUCTS What are these?
Tourism is a combination of products, services
A tourist product is an object that attracts tourists
and experiences
having elements: accommodation, transportation,
 which meet a diverse range of individual needs.
dining and entertainment as well as attraction and
tours.
The tourism product may be defined as a bundle or

package of tangible and intangible components
based on activity at a destination.
TOURISM PRODUCTS: FOUR BASIC

COMPONENTS
1) TRANSPORATION
TRANSPORT – is a precondition for travel.
It facilitates mobility and the movement of tourists
from their origin to their destination and back.
This may be by air, sea or Land Transportation.
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TOPIC 2: The Components of Tourism & Its Uniqueness
TOURISM PRODUCTS: FOUR BASIC COMPONENTS
2) DESTINATION ATTRACTION
o refers to the SITE/S that the VISITOR specifically chosen
as LOCATION/S of their DESTINATION/S where they can
be found the attractions they ever wanted to see and
experience.
3) LODGING
o refers to the renting of a short-term dwelling. People
who travel and stay away from home for more than a day
need lodging for sleep, rest, food, safety, shelter from
cold temperatures or rain, storage of luggage and access
to common household functions.
o Accommodation categories can include: hotels, motels,
conference centers, inns, bed and breakfast, resorts
condominiums, youth hostels, health spas
4) AMENITIES
o refers to the quality of pleasantness and attractiveness of
a destination
o serves as add-on to value of tourist experience
Examples are food establishments which offers mouth-
watering international cuisines; travel food service which
caters to passengers on trains, airplanes and ships as well as
those which are served at lodging establishment; tourist
facilities which caters to tourists’ amusement,
entertainment & recreation
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TOPIC 2: The Components of Tourism & Its Uniqueness
ELEMENTS OF TOURISM
o Contributes largely to the success of a tourist
experience during his stay at the destination
This may include:
1) Fine weather
2) Historical & Cultural Factor
3) Accessibility
4) Quality of Amenities & Facilities
CHARACTERISTICS OF TOURISM
Tourism has special characteristics which make it different from other industries
Tourist product cannot be touched, smelled, tasted, felt nor heard

Why INTAGIBLE? prior to its purchase.
Tourist product cannot be separated from the consumer. When

Why INSEPERABLE? tourist avail of products and services, they have to personally go to
where the products are.
Tourism experience is likely to be different depending on when the

Why VARIABLE? product is availed, who one is with, and how the service providers
delivers the service at the time of consumption.
Tourist product cannot be stored and sold the following day.

Why PERISHABLE? An airline seat not sold today can’t be added up for
tomorrow’s inventory.
It refers to the behavioral patterns of the travel market. During

Why SEASONAL? vacations there is an increase in tourism revenue but when
vacations’ over or there’s a pandemic tourism revenue declines.
Competition is stiff in tourism industry. With new

Why SUBSTITUTABLE? destinations emerging one destination can easily be replaced.
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ASSESSMENT :
Your Adventure Story: Choose a memorable place you have visited and
experienced. Write the destination or place you have visited and describe your
experience by answering the following questions:
1) Why is it Intangible?
2) Why is it Inseparable?
3) Why is it variable?
4) Why is it perishable?
5) Why is it seasonal?
TOPIC 3: Classification of Traveler

Who do we cater?
o A person who spent his money for the
travel package disbursements and used it in his
entire stay in such destination away from his usual
environment for whatever purposes and or reasons
he might had .
o He is known as TRAVELER.
TOURIST VS. EXCURTIONIST

In 1963, a United Nations Conference on International Travel and Tourism recommended a new
definition of a “visitor” which covers two classes.
Tourists – temporary Excursionists – temporary

visitors staying at least visitors staying less than 24
24 hours with purposes hours in the destination
such as leisure, visited and not making an
recreation, holiday, overnight stay, including
family, business or cruise travelers but
meeting. excluding travelers in
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CLASSIFICATION OF TRAVELERS BASED ON PERSONALITY
Stanley C. Plog classified travelers based on their different personalities as psychocentrics,

midcentrics and allocentrics.
Psychocentrics – people centered on self, are inhibited and not adventurous.

They have a strong desire for consistency and the familiar. They prefer
“safe” destinations. They do not like to experiment with accommodations,
food and entertainment. They look for experiences that will not result in
personal stress or involve unusual situations.
Midcentrics – persons with midcentric personality are not particularly

adventurous, yet they are not afraid to try new experiences as long
as these are neither too odd or too challenging. They constitute the
mass market or the bulk of the population.
Allocentrics – people having interest and attention on other persons, are highly
curious and thrive on stimulation and change. They have a strong need
for variety and new experiences. They want to explore and discover and
go on their own rather than buy package tours.
CLASSIFICATION OF TRAVELERS BASED ON PURPOSE OF TRAVEL

BUSINESS TRAVELERS
1. Regular business travelers – the cost of the trip is shouldered by a company. Not
greatly affected by the cost of travel. Half of passengers on an airline are business
travelers.
2. Business travelers attending meetings & conventions – surveys indicate that 20%
of all business travels are for the purpose of attending meetings and conventions.
Conventions are classified into: international, continental, national and regional.
3. Incentive travelers – a travel given by firms to employees as a reward for some
accomplishment or to encourage employees to achieve more than what is
required.
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CLASSIFICATION OF TRAVELERS BASED ON PURPOSE OF TRAVEL
PLEASURE/PERSONAL TRAVELERS
This group includes people traveling for vacation or pleasure. Also called the
non-business travelers. This is the largest segment of the international market
and the fastest growing.
1) Resort Travelers – according to surveys these travelers are better educated,

have higher household incomes and are more likely to have professional and
managerial positions. Notably, majority of these travelers have families and
children.
2) Family Pleasure Travelers - they are motivated by three objectives: They
travel as an educational experience for their children; To do something
different with their families; and to bring their family together.
3) The Elderly – At present there are many people who are fifty years of age and
over, including greater numbers of people in the retirement age category.
These are the people with money and have the desire to travel extensively.
4) Singles and Couples – They take their vacations to fulfill their psychological,
intellectual and physical needs by giving them the opportunity to rest, relax,
escape the routine of pressures of daily living and to express total freedom.
Most resorts in the Caribbean region have targeted this type of travelers.
TOURISM MARKET TRENDS

According to Flint (2020), she have questioned several travel experts of what travel will look like in 2020
travelers will prioritize their journeys’ impacts: on the planet, on destinations, local communities and on
them selves. Therefore, our 2020 trends reflect not so much where you can go, but who you can be while
you’re on the road.
1) Carbon offsetting in on 6) Women-only trip shine

2) Microcations get big 7) Wellness vacations turn to nature
3) Green hotels check in
4) Singleuse plastics phase out
5) Giving back takes hold
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ASSESSMENT :
Essay: The Global Economy, most especially the Tourism Industry is highly
affected by a pandemic caused by CoVid19. This created a ‘new normal’ set up
and changed the market trends. Based on the Tourism Market for 2020, in your
own understanding explain each trend that was mentioned.
TOPIC 4: The Key Players of the Tourism Industry

Who are the Key Players?
The tourism industry is a conglomeration of various products and services, individuals and
organizations, each with specific economic and political interests. Hudson (2008) enumerated these
players: (1) private and non-profit sectors, (2) public sector services, (3) suppliers such as
transportation, accommodation, food and beverage services, attractions and events, (4) travel
intermediaries, and (5) the tourist themselves
1) Private and Non-profit sectors – include 2) Public Sector Services – cover either national ,
industry association which have been regional or provincial tourism organizations. They
established to protect special interest groups, come up with marketing programs to promote their
such as travel agency associations, financial destinations to both intermediaries and individual
services, academe, media and insurance tourists. The Department of Tourism and provincial
companies tourism offices falls under this category.
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3) Suppliers
a) Transportation Industry – crucial to the success of tourism.
Without an efficient transport system and road networks, tourists
would not be encouraged to come to destinations that have lengthy,
tiresome, and costly travel. This industry includes airlines, cruises,
buses and railways.
b) Accommodation Sector – covers a huge part of tourist
expenditures during travel. There are a variety of accommodation
facilities meet the customer needs, preferences, and budget. Types
of accommodation facilities ranges from five-star to economy hotels,
apartelles, inns, lodges, motels, bed and breakfast, timeshare
apartments, and campsites.
c) Food and Beverage Sector – another important supplier of the

tourism industry. Restaurant, bars, food stalls and coffee shops
help shape the total travel experience of tourists. These can
range from establishments serving local food to multinational
franchise restaurants such as McDonalds and Starbucks.
d) Attractions – basic requirements in having a successful

tourist destination. These can be classified as natural or man-
made. Tourists are drawn to attractions for various reasons
such as entertainment, leisure and recreation, education,
adventure, etc.
e) Events and conferences – play a key role in attracting both leisure and
business travelers to a destination. Huge sporting events such as the
Olympics and the World Cup attract tourists from all over the world
either as participants or spectators in the event. Festivals such as the
Sinulog Festival in Cebu and Dinagyang in Iloilo are able to attract
thousands of tourists both local and foreign.
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4) Travel Intermediaries - help bring the tourism product to the consumer.
These are also known as channels of distribution. Travel intermediaries include
travel agents, tour operators, web based distributors etc. They normally offer
travel packages that makes the experience less complicated to the tourist.
These packages include transportation, accommodation, food, city tours, etc.
5) Tourists – the center of the tourism industry. Being the main

consumers of tourism products, they choose where they want to go,
what they want to eat, and what they want to do. The tourist’s
satisfaction is the utmost goal of all other key players in this industry.
ASSESSMENT :
Research Work: In Iloilo Setting, Identify the Key Players in Tourism Industry.
Comprehensively elaborate your example of each Key Player. Provide pictures and useful
information.
UNIT 2: INTRODUCTION TO HOSPITALITY &

TOURISM MARKETING
Objectives/Learning Outcomes
1. Define and understand what is Marketing and its different models;
2. Recognize the significance of different marketing mixes and its connection in the tourism
industry.
3. Analyze the significance of Integrated Marketing Communications;
4. Integrate the marketing communication tools sequences of processes and marketing
communication strategy method; and
5. Identify how to create a marketing process
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TOPIC 1: Marketing & Its Marketing Models
What is Marketing?
Tourism is one of the leading industries in the future. Much attention has been given to how tourism
can continually grow. Just like any other business, marketing plays an integral role in its continuing
growth.
In the past Marketing was associated with only advertising and selling. However this two activities are
now part of a more complex set of strategic activities that comprise Marketing.
Customer satisfaction is at the center of Marketing. It is easy to persuade a customer to make an
initial purchase, but making the customer return for more is dependent on his satisfaction from his
initial experience.
Philip Kotler (2002) defines Marketing as a social process by which individual and
groups obtain what they need and want through creating and exchanging products
and value with others.
Kotler, Bowens, and Makens (2010) define marketing as the art and science of finding, retaining and
growing profitable customers. Finding, retaining, and growing profitable customers need strategic
planning to ensure customer satisfaction and building customer loyalty. Repeat visits and referrals are
the ultimate goals of ensuring that customers become extremely satisfied with one’s product and
services.
The American Marketing Association (2013) approved a new definition: Marketing is the activity,
set of institutions and process for creating, communicating, delivering, and explaining offerings that
have value for customers, clients, partners, and society at large.
THE MARKETING MODELS
1) The Traditional Way – wherein you identify

your leads or customer, deliver the sale, and close
it. It’s the traditional barter system of picking and
purchasing goods in exchange of something.
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TOPIC 1: Marketing & Its Marketing Models
THE MARKETING MODELS
2) The Simple Processing Method – starting with

a good research on the market trend, it will be
now followed by segmenting the target market,
align with the needed marketing mix, it will be
now coordinated fully with implementation and
finish of with controlling.
3) The Online Marketing Process Method – this

model centers its attention by using online
platforms in creating its method, such as blogs,
social media and websites.
4) Holistic Marketing Process Method – believes

that the business and all its parts should focus
towards on simple goal which is a great customer
service. It focuses on marketing strategies
designed to market the brand to every person
related to it, be it employees, existing customers
or potential customers and communicating it in a
unified manner while keeping in mind the societal
responsibility of the business.
ASSESSMENT :
Conceptualized a business by identifying your target market and what marketing
model best fit your business. Explain your answer.
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TOPIC 2: The Marketing Mix Used in the Tourism Industry
THE MARKETING MIX
Kotler (2020) says that marketing facilitates the exchange process and the development of
relationship by carefully examining the needs and wants of consumers, developing a product or
service that satisfies the needs, offering it a certain price, making it available through a
particular place or channel of distribution, and developing a program of promotion to create
awareness and interest.
Marketing mix refers to the ingredients or the tools, which
the marketer mixes in order to interact with a particular
market.
Kotler defines Marketing Mix as “set of marketing tools that

the firm uses to pursue its marketing objectives in the target
market.
The product or service

o what the company is offering to satisfy a consumer’s want
or need.
o Product includes design, features, quality, range, size,
models, appearance, packaging, and warranties.
o It also includes pre-sales and post-sale services like training
for use, repairs, maintenance or replacements.
The price
o the value that the seller puts on the product or service
o This includes the cost of the product and the profit the
seller wishes to make.
o The price is also the amount a customer has to pay in
exchange of the product and services.
o Includes concessions on basic price, discounts, rebates,
credits, installation facilities and delivery terms.
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TOPIC 2: The Marketing Mix Used in the Tourism Industry
THE MARKETING MIX
The place
o the means by which the product or service reaches the customer
o Includes retail outlets, wholesalers, transportation, warehousing,
inventory levels, order processing procedures
Promotion
o the strategic plan by which customers to purchase the product or
service.
o A well-planned and executed marketing mix will enable
marketers to move their products or services successfully to the
consumers
o Includes advertising, publicity, media choices, messages and
frequency of exposure, campaigns, sales promotion, point-of-
purchase, displays and merchandising.
TARGET MARKET
The term “MARKET” refers to the collective of existing and prospective
customers for the product.
These buyers share a particular need or want that can be satisfied through
exchange relationships.
ASSESSMENT :
After watching the video https://www.youtube.com/watch?v=Mco8vBAwOmA and try
to identify a target market where you can apply the marketing mix as discussed on the
video.
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INTEGRATED MARKETING COMMUNICATION (IMC)
Who is Integrated Marketing Communication?

“Have you ever noticed how one product or item that you see on TV
actually has the same feel, vibe or even look to all its counter parts from
the item itself, starting from the grocery stall, from magazine
advertisements, to billboards and promotional posters?”
Integrated marketing communication is a process of integrating all promotional mixes

under one common theme that could deliver one coherent perception among customers
and stakeholders.
Factors that Contributed to the Growth of IMC
Growth of Technology
Consumers have become less responsive to traditional advertising. People have shifted to
using the computer and the internet. The internet has also allowed businesses to
communicate in more creative ways to its target customers.
Incentive-based Compensation
Shifted compensation from fixed compensation. An Integrated approach to mixing the
different promotional tools to yield maximum results because the more effective their
marketing strategy is, the higher they will get paid.
Consolidation of the Retail Industry

Affected the way people have consumed products. Big retailers dictate the brands that will
make it to their shelves. Manufacturers are at the mercy of these big retailers.
Database Marketing
With enhanced computer programs adopted by many tourism establishments such as hotels,
airlines, and restaurants, database management is facilitated. These database would be most
helpful in carrying out direct marketing campaigns such as telemarketing and loyalty
programs
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Integrated Marketing Communication Tools

Integrating all your promotional mixes in one synergized message
under one common theme is how Integrated Marketing
Communication be like.
Advertising
Creating the tone and message of your advertisement must be
aligned to the common theme of your campaign, if your travel
agency wants to speak out on how affordable the tours that you
are offering, then it should be seen on the message of the
advertisement by showing low possible rates bundled together
and delivering one cohesive message.
Direct Marketing
Using a partnership on all possible frontiers of your business such
as travel agencies, the staff working for you, and the tourism
people who are behind your business, all must speak the common
theme that you want to show.
Interactive/Internet Marketing
The rampant spread of the social media is a good platform in
integrating your communication process through blog post,
shared news and tweets, and viral videos must be in accordance
with the message and theme that you want to convey with the
internet users.
Sales Promotion
Promotional activity must share the goal of your message, this includes all marketing collaterals to be
synced with the message of your campaign, the overall message of your causes must reflect.
Public Relations
News write ups and article features must be written in accordance with your message, remember
that everything must be done under one common theme and that is to allocate your public relation
activity to where it belongs and where you think its working best
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Integrated Marketing Communication Tools
Personal Setting
Word of mouth, fairs and exhibits, or even trade shows are some of the activity that involves personal selling.
Make sure that your message spreads to this common channel as well and is working under one common
theme.
Integrated Marketing Communication Strategy Method

Creating a strategic business plan needs planning, developing, execution and coordination that is
measurable by the persuasive brand communication programs for its consumers, customers, prospect
employees and other relevant audiences.
1) Plan Your Communication Effort – what are the

tools and promotions that will be utilize
2) Outside in Approach – guided by the belief that
customer value creation, customer orientation and
customer experiences are the keys to success.
3) Well Established Relationship – a sound and
harmonious relationship between you and your
customers by means of creating an harmonious
business relationship
4) Delivery of Message – the message must be heard and accessed by different marketing channels
and platform by your customers.
5) Create a Competitive Brand – by positioning your brand always on top of mind of your market,
branding is a process of creating and understanding your products value preposition to offer in
alignment with the IMC process of your promotions.
ASSESSMENT :
Written Report: With a group of 5 members, create your own IMC Plan using the following
tools Advertising, Direct Marketing, Internet Marketing, Sales Promotion, Public Relations,
and Personal Selling by choosing one of the following categories: 1) Hotel Industry 2)
Airline Industry 3) Food Industry 4) Gaming Industry (Casino) 5) Recreation Industry
(Amusement)
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TOPIC 4: Marketing Process
THE MARKETING PROCESS
Creating your marketing process in the tourism setting is indeed
a challenging task, consumer with proper planning and ideology
on the tourism market will make the process a fun to start with.
Creating your Market Process using IMC

1) STP (Segmenting, Targeting, Positioning) – choosing your segment will determine how far or
how narrow your target market could be, this will now include profiling, targeting, and consumer
insights.
2) The Base “P” – its now time to choose carefully the product that you will be providing to your
customers, makes sure that the product is carefully aligned to the consumer insights that you just
uncovered.
3) The Support “Ps” – assessing the current situation of your market, create now a one moving
theme that could cement all your marketing ideas and this ideas must be presented on the
various promotional mixes that you ill be using, it will start on how you conceptualize your
product, then developing it to match the needs of your market, and product development which
includes packaging and branding.
Integrating the Marketing Mixes using the Three Sequence of Process

1) Process of STP (Segmenting, Targeting, Positioning) – Knowing
where your target customers are and what are their needs
instead of what the business is trying to offer. This could easily be
done on the early stages by identifying your segment market,
then targeting the PTM (Private Target Market) of this segment,
then that’s the time you can position your product and services
on basically the needs of your market.
2) The Base ‘P’ (Product) – determining what product actually to offer on the needs of the market is
important, many marketers failed to understand the real essence of a product is by showing the
values it could present to the customer versus its capacity to gain profit instead, remember that
selling is only the tip of the iceberg on the whole marketing process and the goal is actually to
create a super brand so effective that selling will be really unnecessary and the product will sell
itself.
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TOURISM MARKETING
Integrating the Marketing Mixes using the Three Sequence of Process
3) The Support ‘Ps’ (Product, Placement, and Promotion) – upon determining your base product value
now leads you to use your support P’s in accordance with what the market is really in need of choosing
what platform to use and what promotional mixes is capable of channelling your process, thus using
your support ‘Ps’ in bringing and delivering your base product to the target consumers.
Steps on Creating your Tourism Marketing Process

1) Segmenting – by identifying all your possible segments, you can draw up
an idea or estimate of how big your target audience will be. Segments
could be as big as an entire populace of a country, or could be as limited
as a certain number of a dweller in a town.
2) Profiling – by determining your segment, you need to trim it down to the
most vulnerable and profitable area where you think the marketing
activity could play a vital role in selling your product. Profiling is a process
in determining the majority share of your segment.
3) Targeting – from the profiling part, now comes the targeting process wherein you need to really choose
your PTM or Primary Target Market from the set of narrowed profiled segments, this is where you need
to be really specific on your target market, consider the factor of age, race, gender, genre and interest of
the matter.
4) Consumer Insigthing - upon choosing your primary target, now is the part where you need to research
and uncover certain insights on your chosen segment. It is the trickiest part, as you need to uncover new
thoughts or ideas about your segment.
5) Value Offering – one effective method on producing a good value offering is by creating a unique selling
proposition that only your business could deliver. Something that the industry has yet to see.
6) Product Design/ Conceptualization – the part where you need to brain storm and squeeze all the creative
juices from your brain, this is where the marketing process would take into place and be materialized.
7) Product Development – the creation process of your ideas on its way to your customers. It has 3 parts:
a. Packaging – the physical look of your marketing ideas
b. Product – service or a manufactured product
c. Branding – the overall presentation of what you are offering wrap in one essence.
8) Brand Positioning – marketing mixes that is needed in the entire process:
a. Pricing – actual selling amount of the product
b. Placement – location or channel where you product will be distributed or can be availed
c. Promotion – set up of channels to persuade selling of goods
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ASSESSMENT :
Applying all the topics discussed in the marketing process create either a promotional
video or a brochure based on what category you have chosen on the last assessment.
REFERENCES
3G E-Learning FZ LLC (2014). Hospitality and Tourism Marketing, UAE: 3G

E-Learning FZ LLC
3G E-Learning LLC (2018). Tourism Marketing: Theory Practice and
Techniques, USA: 3G E-Learning LLC.
Badilla, Maricel C. (2015). Tourism Marketing, Philippines: Rex Bookstore
Reid, R. D. & Bojanic D.C. (2010). Hospitality Marketing Management,
USA: John Wiley & Sons, Inc.
Cruz, R. (2009). Principles of Travel and Tourism: Introduction to Tourism Theory, Philippines: Tourism
Research Philippines
Goeldner, C. (2009). Tourism Principles, Practices, Philosophies, New Jersey: John Wiley & Sons
Velasco, E.O., Javier D.A., & Perez, E.S. (2017). Hospitality and Tourism Marketing with IMC, Philippines:
Unlitmited Books Library Services and Publishing Inc.
ONLINE REFERENCES
https://www.nationalgeographic.com/travel/lists/top-
travel-trends-in-2020/
https://www.feedough.com/holistic-marketing/
https://www.youtube.com/watch?v=Mco8vBAwOmA
29

THM Learning Module Prelim

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JOHN B. LACSON FOUNDATION MARITIME UNIVERSITY MOLO, INC.

Name : ____________________________ Year & Section: _____________________

COURSE TITLE: THM – TOURISM & HOSPITALITY MARKETING

COURSE INTENDED LEARNING OUTCOMES

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

TOPIC 1: The Travel History

ILOILO PROVINCE TOURISM

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

TOP PHILIPPINE DESTINATIONS

1) Banaue Rice Terraces

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

Professor Hunziker and Kraft – in the year 1942

United Nations World Tourism Organization (UNTWO, 2008)

o from Latin word “Hospes” which means

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

How does TRAVEL get STARTED??

o Since the beginning of human history people have

Hospitality of Early Filipinos

Pigafetta’s Account (1521)

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

o Philippines – Tourism Industry is known as a

The majority of business niches are composed

WHAT EXACTLY IS THE HOSPITALITY INDUSTRY?

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

ASPECTS OF HOSPITALITY INDUSTRY

RELIANCE ON DISPOSABLE INCOME AND LEISURE TIME

EXCELLENT LEVEL OF SERVICE

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

The broad-reaching hospitality industry ensures that every customer is

TOURISM HISTORY TIMELINE

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

TOPIC 2: Overview of Hospitality & Tourism Industry

The tourism product may be defined as a bundle or

TOURISM PRODUCTS: FOUR BASIC

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

Tourist product cannot be touched, smelled, tasted, felt nor heard

Tourist product cannot be separated from the consumer. When

Tourism experience is likely to be different depending on when the

Tourist product cannot be stored and sold the following day.

It refers to the behavioral patterns of the travel market. During

Competition is stiff in tourism industry. With new

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

TOPIC 3: Classification of Traveler

TOURIST VS. EXCURTIONIST

Tourists – temporary Excursionists – temporary

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

Stanley C. Plog classified travelers based on their different personalities as psychocentrics,

Psychocentrics – people centered on self, are inhibited and not adventurous.

Midcentrics – persons with midcentric personality are not particularly

CLASSIFICATION OF TRAVELERS BASED ON PURPOSE OF TRAVEL

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

1) Resort Travelers – according to surveys these travelers are better educated,

TOURISM MARKET TRENDS

1) Carbon offsetting in on 6) Women-only trip shine

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

TOPIC 4: The Key Players of the Tourism Industry

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

c) Food and Beverage Sector – another important supplier of the

d) Attractions – basic requirements in having a successful

UNIT 1: OVERVIEW OF HOSPITALITY TOURISM

5) Tourists – the center of the tourism industry. Being the main

Name : ________ Year & Section: _