Tourism and

Hospitality
Marketing
Topic 2: Unique Characteristics of the
Tourism and Hospitality Industry
Benjo M. Quidulit
Marketing is a continuous, sequential
process through which management
plans, researches, implements, controls,
and evaluates activities designed to
satisfy the customers’ needs and wants
and meet the organization’s objectives.
According to Morrison (2010), services
marketing “is a concept based on
recognizing the uniqueness of all services;
it is a branch of marketing that
specifically applies to the service
industries”.
Unique
Characteristics of
the Tourism and
Hospitality Industry
Unlike Consumer products which can be availed off the
shelf, Tourism and Hospitality products have unique
characteristics that make their marketing and promotions
quite challenging. The Tourism and Hospitality products are:

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 Unique Characteristics of the Tourism and
Hospitality Industry

Intangible Inseparable Variable

Tourism products are The Tourism cannot be The tourism experience is

intangible because it cannot
be touched, smelled, tasted,
felt not heard prior to
purchase.
separated from the consumer.
When tourists avail of
products and services, they
have personally go to where
the products are.
likely to be different
depending on when the
product is availed, who one is
with and how the service
providers deliver the service
at the time of consumption.

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4 Marketing 2023- 2024
 Unique Characteristics of the Tourism and
Hospitality Industry

Perishable Seasonal Substitutable

The tourism product is one of
the most highly perishable of
products. Perishability refers
to not being
Seasonality does not only
refer to seasons. It also refers
to behavioral patterns of the
travel market. The seasonality
of tourism products hinders it
from maximizing its profits all
year round.
Completion in the tourism
industry is intensifying. With
new destinations emerging
and competing in the global
marketplace, one destination
can be substituted for another
destination.

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5 Marketing 2023- 2024
FORMS OF TOURISM
Travel refers to the movement of people from
one location to another. A traveler is someone
who moves between different geographic
locations, for any purpose and any duration
(UNWTO, 2010) there are three main reasons
why people travel, namely, for leisure, for
business, and to mix business with pleasure

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 THREE MAIN MOTIVATIONS FOR TRAVEL

DOMESTIC INBOUND TOURISM OUTBOUND

TOURISM
It comprises the activities It comprises the activities
of a resident visitor within of a non-resident visitor
the country of reference as outside the country of
part of a domestic tourism reference on an inbound
trip or part of an outbound tourism trip. This means,
tourism trip. visits to a country by
visitors who are not
residents of that country
INTERNATIONAL TOURISM – the act of traveling to another country other than where you
live for no more than one year for purposes of leisure
MACRO PERSPECTIVE IN
7 TOURISM AND
HOSPITALITY
TOURISM
It comprises the activities
of a resident visitor within
the country of reference on
an outbound tourism trip.
This means, visits by
residents of a country
outside that
country.
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DISTINCTIONS BETWEEN
TRAVELLERS AND VISITORS
a. TRAVELER is someone who moves
between geographic locations, for any
purpose and any duration.
b. VISITOR is a traveler taking a trip to a
main destination outside his/her usual
environment, for less than a year, for any
main purpose other than to be employed
by a resident entity in the country or place
visited.

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DISTINCTIONS BETWEEN
Tourist and Excursionist
a. Tourist (Overnight Visitor) –visitors
staying at least 24 hours in the
destination.

b. Excursionist (Same-Day Visitor) –visitors

staying less than 24 hours in the
destination visited and not making an
overnight stay, including cruise travelers
but excluding travelers in transit.

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 TRAVEL CATEGORY CHARACTERISTICS
- It is sponsored travel for financial or economic gain and for representation
Corporate Travelers purposes.
- Can be an inbound and outbound tourist
Commercial Group - Those who travel in groups for business reasons. They would be delegates
Travelers attending conventions, conferences, training programs and seminars.
- Those that represent institutions on official work. They maybe government
Institutional Travelers travel, association
Leisure or Holiday - Travelers which are Psychocentric meaning, they were much demanding on
Travelers the safety on the entire tour.
Family Traveler - Vacationers, family reunions, Climate Sightseers
Single Traveler - Hitch- Hikers, Youth, Students
Special Interest - Sports, History, Architecture, Wildlife, health, Fishing, Shopping, Culture,
Traveler Behavior

Hospitality and Tourism

10 20XX
Marketing
There are two
types of Tourists
• Domestic Tourists
• International Tourists

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1. International Traveler

Tends to enter the destinations,

outside of his own country.
international travelers may
require additional services like
multilingual staff mostly at the
hotel, translation facilities,
international cuisines, foreign
brands or liquors in the bars,
purified/mineral water, foreign
currency exchange facility, left
luggage facility, international
channels in televisions and
newspapers as well.
2. Domestic Traveler

Also known as a tourist who

travels within his own country.
Most of this type of traveler
choose to avail the cheaper
budget for their sweet
escapades. Tends to be an
explorer and an adventurous
type of local tourist.
Thank you