OIENS

TOURISM MARKETING &

PROMOTION
Friday 2nd December 2022

Time allowed
Three hours

Instructions
Ensure that you pay particular attention to words in bold.
Write the question number next to each answer in your answer booklet.
booklet.
You are not required to rewrite the question in your
answer

Information
Different questions may carry a different number of marks.
Marks for each question are shown in [ ]

Advice
Read each question carefully before you start to answer it.
Use the full time permitted and check all your answers.

Materials
Notes or books are not permitted.
Non-programmable calculators are permitted.

ICM
INSTITUTE OF COMMERCIAL MANAGEMFNT
 NSWER ANY FIVE QUESTIONS FROM THE FOLLowING EIGHT QUESTIONs

1.
Evaluate the Enerits
benefits and limitations of three marketing research techniques used by
and
drketing managers to determine the levels of customer sfactie n. [20 marks]

2.
Describe the
marketing communication process and its challenges
TOurism
industry, including the solutions to each challenge. [20 marks]

3. Nalonal Tourism Offices (NTOs) play an important role in marketing tourisin

destinations.
n e ten marketing failitation strategies an NTO can use. Use examples to support
your description. [20 marks]

4.
EXplain the importance of each component of the tourism product to selecting an
appropriate marketing approach. [20 marks1

5. Describe the five stages of the consumer decision process, making reference to the
following in your description:
The
implications for marketing strategies
The ways in which a marketing team manage communication [20 marks]

6. Consumers have high expectations of tourism providers, which increases the demand
on the tourism industry to offer better products.
Discuss the reasons for changes in consumer expectations and the potential
consequences of these changes. Use examples to support your discussion. [20 marks1

7. Suggest ways an airline can develop its corporate strategy, including reasons for your

suggestions. [20 marks1

8. Discuss the influence of information and communication technology on tourism

marketing. [20 marks]1

END OF QUESTIONS

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h ARFR 2022