PhilCST

PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY

OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN

MICRO PERSPECTIVE OF TOURISM AND

HOSPITALITY (THC1)

MODULE 8. TOURISM MARKETING

Lesson 1. History of Marketing
 PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN

Travel and tourism marketing is the systematic and

coordinated execution of business policies by the both
private or public and public sector tourism
organizations operating at the local, regional,
national, or international level to achieve the
optimal satisfaction of the needs of identifiable
tourist groups, and in doing so to achieve an
appropriate return.
 PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN

Travel agencies in the pre-deregulation, pre-

liberalization, and pre-globalization era were often
contended to take whatever business that come along this
way and sold them on a straight commission basis without
bothering about the extensive marketing. Moreover, their
scope of the operation was small and was not much complex,
sophisticated and competitive.
 PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN

But today the travel companies are becoming larger, more

sophisticated and more automated in management. Similarly,
the clients/tourists are also becoming more trained, experienced,
erudite and demanding higher quality services and packages.
Therefore, in this volatile travel business environment,
marketing knowledge and skill are more necessary ingredients
than the product knowledge and enthusiasm, for a travel
agency’s long-term survival and growth. Thus, this has led to the
use of tourism marketing which is recent phenomena.
 PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN

The practice
of marketing has been known for
millennia, but the term
"marketing" used to describe
commercial activities buying and
selling a products or services came
into popular use in the late
nineteenth century.
 PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN

According to etymologists, the term 'marketing' first

appeared in dictionaries in the sixteenth century where it
referred to the process of buying and selling at a market.
The contemporary definition of 'marketing' as a
process of moving goods from producer to consumer with
an emphasis on sales and advertising first appeared in
dictionaries in 1897.
The term, marketing, is a derivation of the Latin
word, mercatus meaning market-place or merchant
 PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN

The ‘marketing concept‘ is not very old. It came into the

scene in the 2nd half of the 20th century. In the beginning, it was
linked with the number of closely associated factors for achieving
volume sales.
The development of the marketing concept, in fact, is the
outcome of political, technological, social, economic and business
pressures. However, the importance of marketing within travel
and tourism industry has been the level of economic and business
growth throughout the 20th century, which has led to the
improvement in living standards, an enlargement of the
population and an increase in discretionary income and time.
 PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN

These changes have also led to the construction of

infrastructure, accommodation, transport, and other
recreational facilities. Within a very short period, travel and
tourism have become one of the most important and leading
industry in the world.
 PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN

Modern tourism marketing has evolved as a business

reaction to changes in the Socio-Economic environment, with the
most successful tourism companies or tourism bodies have
demonstrated a keen sense of providing the right of
organizational structure and products offer for the
visitors/tourists.
Interestingly, the tourism companies have recognized the
significance of key factors such as needs, wants, and satisfaction in
the planning and designing of the tourism product. In the tourism
industry, every tourist wants to be treated as a special client and
any organization catering to this attitude of the tourist will
naturally be head of other competitions.
PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY
OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN

- END OF LECTURE -

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