DTM5043

TOURISM & HOSPITALITY MARKETING

 PROGRAM
PACKAGE
ME

PARTNERS
PEOPLE
HIP

PLACE
MARKET
ING MIX

PROMOTIO
N

PRICE PRODUCT
The Four Ps of the Marketing Mix

Product Place

C
Price Promotion
Definition of

“Anything that can be offered to a market for attention, acquisition, use or consumption
and that might satisfy a want or need.”

“Products include physical objects, services, persons, places, organization, ideas, or

mixes of these entities.”
Tourism or characteristic
Hospitality

Lack of
Intangibility Characteristics of Tourism
or Hospitality Product
Ownership

Inseparability Perishable
Variability
 Intangibility

• A service cannot
be seen, tested, felt, heard or smelled
 be evaluated
Service had to be purchased first

• To reduce uncertainty
 evidence of the service quality
“manage the evidence” ; ‘tangibilize the intangible”
 Service are typically produced and consumed simultaneously.
 Service provider and client/customer cannot be separated.
 E.g. A restaurant cannot create its services until the food is
ordered by the consumer.
 Variability
 services depend on:
• who provides them
• when & where they are provided

 E.g. services on McDonalds’ restaurant may differ depends on

employees who provides them, where the restaurant & when the
services is served.

 To overcome this weakness, a few steps should be taken.

 Control in hiring employees – company can select and
carefully train their personnel to give good services

Standardizing the service – performance process throughout the

organization. It can be done by depicts the process in a
flowchart, with the objective of recognizing potential fail points

Monitoring customer satisfaction – through suggestion and

complaint systems as well as customer surveys
 Perishable…
 Services cannot be stored for later use or sale

 E.g. A 100-room hotel sells only 60 rooms on a particular night cannot

inventory the 40 unused rooms and then sell 140 rooms on the next
night

 To control revenue lost from not selling the services, a few strategies
can be used
 Differential pricing for peak demand and non-peak demand

Create reservation systems

Part-time employees can be hired to serve peak demand

Increase customer participation in the form of self-service.

 Lack of Ownership
 Customer did not have ownership on the services.

 E.g. The bus seat are rented for a trip but not for customer to own it.

 Customer only pay an amount of money for the services only for a
certain period of time