TOURISM AND HOSPITALITY MARKETING
LESSON 1
INTRODUCTION:
Tourism and Hospitality marketing is how
segments of the tourism industry such as
transportation, hotels, restaurants, resorts,
amusement parks, and other entertainment and
accommodations businesses promote their
products or services.
Marketing is the process of getting a company's
product or service out to consumers
FURTHER INFORMATION ABOUT MARKETING:
- Marketing is an essential element in running
any business
- Marketing is a social and managerial process
by which individuals and groups obtain what
they need and want through creating and
exchanging products and value with others.
- Marketing efforts are made to attract
customers, serve superior value, and capture
return value for the customer in a superior
routine than the competitors in the
marketplace who compete with the same
motive
- So, understanding the customer, the
marketplace, and the behavior is essential for
any marketing decision and action.
FIVE (5) CORE MARKETING CONCEPTS:
1. NEEDS / WANTS / DEMANDS
2. PRODUCTS / MARKET OFFERINGS
3. VALUE / SATISFACTION / QUALITY
4. EXCHANGE / TRANSACTIONS / RELATIONSHIP
5. MARKETS
TOURISM AND HOSPITALITY MARKETING
LESSON 1
1. NEEDS , WANTS , DEMANDS
NEEDS -
States of felt deprivation, personal necessities
that motivate behavior, and things that people
cannot live without like food, clothing, warmth,
safety, and shelter
WANTS -
The form taken by human needs as they may
defer from person to person. Shaped by culture
and individual personality.
DEMANDS -
A consumer's desire to buy goods and services
without any hesitation and pay the price for it.
When supported by purchasing power, or the
ability to buy, wants become demands.
2. PRODUCTS AND MARKET OFFERINGS
Market offerings are challenging, and many of
them make the mistake named "marketing
myopia" - paying more attention to specific
products they offer than to the benefits and
experiences produced by these products.
PRODUCT – is anything offered for sale to
satisfy a need or want
2 KINDS OF PRODUCTS:
Tangible Products – goods / can be consumed
Intangible Products – services
2. VALUE, SATISFACTION, QUALITY
VALUE -
Customer value is the difference between the
value of buying, owning, and using the product.
the customer compares the cost of the product
with the benefits he gains from using the
product.
TOURISM AND HOSPITALITY MARKETING
LESSON 1

SATISFACTION - MARKETS -
Refers to the difference between the buyer's A market refers to a set of actual and potential
expectation and the perceived performance of buyers of a product who have a common need
the product. The customer thinks if the product or want that can be satisfied through an
will perform and deliver according to his exchange.
expectations.
THE MARKETING MIX -
QUALITY - Success in Marketing is determined by four (4)
Is what the customer says it is. The decision- equally important factors that are collectively
maker and final evaluator of quality is the known as the marketing mix =
customer. PRODUCT
PRICE MARKETING
TOTAL QUALITY MANAGEMENT - PLACE
The focus is to improve the quality of an PROMOTION
SUCCESS
organization's outputs, including goods and --------------------------------------------------------------
services, through the continual improvement of MARKETING SUCCESS EQUATION
internal practices. Total quality management
aims to hold all parties involved in the MARKETING SUCCESS
production process accountable for the overall
quality of the final product or service. (HIGH QUALITY)
---------------------------------------------------------------
TOP-PERFORMING
Marketers must be careful to set the right level
(PRODUCT)
of expectations. Satisfied customers will buy
again and tell others, but dissatisfied customers +
will switch and disparage the product to others REASONABLE
--------------------------------------------------------------- (PRICE)
3. EXCHANGE, TRANSACTIONS, RELATIONSHIPS +
(CONVENIENT)
EXCHANGE -
Exchange is the act of obtaining a desired object
ACCESSIBLE
by offering something in return (PLACE)
+
TRANSACTIONS - INTENSIVE
A Transaction, exchange, or trade of values (PROMOTION)
between two parties, measures the number of
exchanges that take place

RELATIONSHIPS -
Marketers try to build and maintain profitable
exchange relationships with target audiences
interested in an exchange. It is important to
maintain this as it results from consistent sales
and exchange.

TOURISM AND HOSPITALITY MARKETING

LESSON 1