Teaching Guide Tourism Marketing

Saint Paul University Philippines
Tuguegarao City Cgayan North 3500
TEACHING GUIDE
1.0 SYLABBUS
Course Code and Title: TUR 111 Tourism and Hospitality Marketing
Course Credit: 3
Prerequisites: Principles of Tourism I and II
Course Description: This course presents the marketing mix (product, place, place, promotion, people, programming, packaging, etc.), concept of markets,
segmentation, targeting, marketing planning as they relate to tourism; service quality management.
Objectives: At the end of the course, the students should be able to:
1. acquire mastery of concepts and principles related to tourism marketing;

2. make decisions related to enhancing the quality of service and customer satisfaction in the tourism industry and hospitality sectors;
3. demonstrate capacity for making simple but theoretically sound marketing plans for a tourism business or destination of their choice;
4. develop the students’ skills in marketing report preparation;
5. develop the students’ problem-solving and presentation skills.
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Content Map:
Introduction to Hospitality Marketing
Consumer Behavior
Segmentation, Positioning and Marketing Mix
Marketing Planning
Pricing
Distribution in Tourism
Tourism Supply Sectors
Marketing Destination
2
Course Outline:
I. Introduction of Tourism and Hospitality Marketing
A. Marketing Environment
B. Marketing Services
C. Key players in the Tourism Industry
D. The 5 P’s in Marketing Services
II. Consumer Behavior
A. Framework of Analysis
B. Tourism Motivational Studies
C. The Consumer Buying Process
D. Integral Models of Consumer Behavior
III. Segmentation, Positioning and Marketing Mix
A. Segmentation
B. Targeting and Positioning
C. Strategy Development
D. Marketing Mix
IV. Marketing Planning
A. Marketing Process
B. Strategy Foundation
C. SWOT Analysis
D. Marketing Plan
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V. Pricing
A. Principles of Pricing
B. Factors which shape pricing strategy
C. Approaches to pricing strategy
D. Pricing Strategies
VI. Marketing Travel Product
A. The Major Steps in Marketing

B. Consultative Selling
C. Delivering Great service
D. Other Kinds of Travel Sales
VII. Tourism Marketing and Promotion
A. Uniqueness of Tourism Marketing

B. Marketing Segmentation
C. Tourism Promotion
D. Promotional Mix
VIII. Tourism Distribution Channel
A. Tourism Distribution System

B. Travel Intermediaries
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Module Number and Heading Topics/Lessons Number of Meetings (No. of Hours) Page
1. Introduction of Tourism and 1.1 Marketing Environment 1 (1.5 hours)
Hospitality Marketing 1.2 Marketing Services 1 (1.5 hours)
1.3 Key players in the Tourism 1 (1.5 hours)
Industry
1.4 The 5 P’s in Marketing Services 2 (3.0 hours)
2. Consumer Behavior 2.1 Framework of Analysis 2 (3.0 hours)

2.2 Tourism Motivational Studies 2 (3.0 hours)
2.3 The Consumer Buying Process 1 (1.5 hours)
2.4 Integral Models of Consumer 1 (1.5 hours)
Behavior
3. Segmentation, Positioning and 3.1 Segmentation 2 (3.0 hours)

Marketing Mix 3.2 Targeting and Positioning 1 (1.5 hours)
3.3 Strategy Development 1 (1.5 hours)
3.4 Marketing Mix 1 (1.5 hours)
4. Planning Marketing 4.1Marketing Process 1(1.5 hours)

4.2 Strategy Framework 1 (1.5 hours)
4.3 Strategic Marketing Process 1 (1.5 hours)
4.4 The Marketing Plan 1 (1.5 hours)
5. Pricing 5.1 Principles of Pricing 1 (1.5 hours)

5.2 Factors which shape pricing strategy 1 (1.5 hours)
5.3 Approaches to Pricing 1 (1.5 hours)
5.4 Pricing of Pricing 2 (3.0 hours)
6. Marketing Travel Product 6.1 The Major Steps in Marketing 1 (1.5 hours)
6.2 Consultative Selling 1 (1.5 hours)
6.3 Delivering Great Service 1 (1.5 hours)
6.4 Other Kinds of Travel Sales 1 (1.5 hours)
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7.1 Uniqueness of Tourism Marketing 1 (1.5 hours)
7. Tourism Marketing and 7.2 Marketing Segmentation 1 (1.5 hours)
Promotion 7.3 Tourism Promotion 1 (1.5 hours)
7.4 Promotional Mix 1 (1.5 hours)
8. Tourism Distribution Channel 8.1 Tourism Distribution Channel 1 (1.5 hours)

8.2 Travel Intermediaries 1 (1.5 hours)
1 (1.5 hours)
1 (1.5 hours)
Assessment:
Formative: Quiz, Performance Test, Research Papers, Reflective Journal, Portfolio
Summative: Unit Test, Periodic Test
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References:
BOOKS
Burns, P. et. Al (2004) Tourism: a new perspective. Prentice Hall.
Claravall, B. (2000) Travel and tour operations in the Philippines. Tourism Enterprises Inc.
Cruz, Z. (2006) Principles of tourism I revised edition. Rex Bookstore, Inc.
Cruz, Z (2005) Principles of tourism II updated edition. Rex Bookstore, Inc.
Howel, D. (2005) An introduction to the travel and tourism industry. Southwestern Publishing Co.
Lumsdon, L. (2005) Tourism Marketing. International Thomson Business Press.
Mancini, M. (2006) Access introduction to travel and tourism. Thomas Asia Pte. Ltd.
WEBSITES
www.premiertourismmarketing.com
www.inforamworld.com
www.nmm.ac.uk/leisure-travel-tourism
www.elsevier.com
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2.0 LESSON DELIVERY PLAN
Module Number and Heading: 1 Introduction of Tourism Hospitality Marketing
Lesson Number and Title: 1.1 Marketing Environment
Lesson Objective: At the end of the lesson, the students are expected to:
1. identify the definition of tourism and the relationship between tourism, leisure and recreation;
2. explain the core principles underlying principles of tourism;
3. determine the main global, regional and national trends.
Strategies:
Instructional Aids Presentation Strategies Processing Strategies Values Integration Strategy Assessment Strategy
• Reference books The teacher will ask the Lecture-Demonstration Guide questions for values Internet research: the students
students to explain the Method on the following development: are asked to research in the
following text concepts: internet the global, regional
1. How would you relate and national trends in
“Tourism is primarily about a. Definition of tourism the lesson in your marketing. Outputs will be
human activity which involves b. Core principles everyday life as a presented in class.
travel from an originating area underlying principles student?
to a destination for pleasure or of tourism 2. What is the importance
business purposes.” c. Main global, regional of learning the core
and national trends principles underlying
principles of tourism?
Subliminal Message:
Caring and independent
Paulinian Core Value:

Christ-centeredness
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References:
Prepared by: Date: Reviewed by: Date: Approved by: Date:
Ms. Marie Krizya L. Malupeng Nov. 3, 2009 Ms. Ma. Bernadette C. Junio Nov. 4, 2009 Ms. Jocelyn P. Carag Nov. 9, 2009
9
Lesson Number and Title: 1.2 Marketing Services
1. identify the relationship of service planning to market planning;

2. explain the concepts of core and augmented services and tourism offering;
3. determine the importance of new service development in tourism.
Strategies:
• Reference books Think-pair-share: The teacher Compare and contrast service Reflective journal: The Objective Assessment on the
asked the students to look for a planning and market planning students are asked to write in concept learned.
partner and they have to their journal what they have
identify the different products Lecture-Discussion on the learned for the day and the
in tourism. concepts of core and values that transpire during the
augmented services and activity.
tourism offering
Subliminal Message:
Responsible and socially
committed

Charity
10
References:
11
Ms. Marie Krizya L. Malupeng Oct. 27, 2009 Ms. Ma. Bernadette C. Junio Oct. 30, 2009 Ms. Jocelyn P. Carag Oct. 31, 2009
Lesson Number and Title: 1.3 Key players in Tourism Marketing
1. identify the key players in tourism marketing;

2. explain the roles and responsibilities of the key players in tourism marketing;
3. determine the importance of the key players in tourism marketing.
Strategies:
• Reference book by The teacher will asked the Role Playing: The students are Guide questions for values Essay: What are the
Lumsdon, L. Tourism students their opinion about group into five. Each member development: importance of the key players
Marketing the roles and responsibilities of the group will be given a of tourism marketing?
• Power point of the key players in tourism character of the key players in 1. What are the roles and
presentation on the key marketing marketing to act responsibilities of the
players of marketing in key players in
the tourism industry marketing?
2. If you would be given a
chance to work in the
field of tourism
marketing, what position
and why?
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3. What are the values that
you derived from the
lesson?
Subliminal Message:
Cooperative and innovative

Charism
References:
13
Ms. Marie Krizya L. Malupeng Oct. 27, 2009 Ms. Ma. Bernadette C. Junio Oct. 30, 2009 Ms. Jocelyn P. Carag Oct 31, 2009
Lesson Number and Title: 1.4 The 5 P’s in Marketing Services
1. define marketing mix;

2. identify the 5 P’s in Marketing Services;
3. determine the key factors that marketing managers in the service sector use to design their service output.
Strategies:
• Reference book by The teacher will write the Triad Discussion: the students Guide questions for values From the triad discussion, the
Lumsdon, L. Tourism definition of marketing mix in are group into three and they development: students are asked to present in
Marketing the blackboard and will she have to discuss among the class their outputs.
• will asked someone to explain group the 5 P’s in marketing 1. What is your
it. services. contribution during the
Guide questions: triad discussion?
1. What are the 5 P’s in 2. Did all the members
marketing? Explain participate in the group
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each. discussion?
2. What are the key factors 3. Are in favor of having
that marketing triad discussion in
managers in the service class?
sector to design their
service output?
3. What are the three
additional dimensions Subliminal Message:
which Booms and Goal-oriented and patience
Bitner included in the
key factors of Paulinian Core Value:
marketing services? Charism
4. What is the importance
of the augmented mix in
tourism?
References:
15
Module Number and Heading: 2 Consumer Behavior
Lesson Number and Title: 2.1 Framework Analysis
1. define framework of analysis;

2. distinguish tourism motivational studies from the buying process from integral models;
3. determine the importance of framework of analysis.
Strategies:
• Reference books Carousel brainstorming on the Lecture-Discussion Method on Reflective journal: the students
definition of framework of the following concepts: are asked to write in their
analysis. journals what they have
1. Tourism motivational learned for the day.
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studies
2. Buying process Subliminal Message:
3. Integral models Research-oriented and
4. Importance of tranquil-daring
framework analysis
From the discussion made by Chastity
the teacher, the students are
asked to answer the following
questions:
1. Who buys tourism

offerings?
2. How does the buying
process works?
3. Where do people buy
tourism services?
4. When do they buy them
or when are the critical
stages in the buying
process?
References:
17
Module Number and Heading: 2 Consumer Behaviors
Lesson Number and Title: 2.2 Tourism Motivational Studies
Lesson Objectives: At the end of the lesson, the students are expected to;
1. determine the factors influencing motivation ;

2. identify the three over lapping dimensions;
3. explain the internal driving forces.
Strategies:
• Reference books The teacher illustrate the From the illustration posted on Guide questions for values Critical Thinking: Create your
18
• Visual aid on the Hierarchy of needs by Maslow the board the teacher will now development: own planning analysis.
hierarchy of needs elucidate the hierarchy of
needs. 1. As a future tourism
practitioner, why is
Lecture Discussion Method on there a need for you to
Internal driving forces and the know the hierarchy of
three overlapping dimensions. needs of the travelers?
2. What moral values
From the discussion made by have you learned from
the teacher, the students are the discussion?
questions: Subliminal Message:
Self effacement
1. What is motivation?
How does it relate to Paulinian Core Value:
the inner desire for Charism
satisfaction?
2. What are the three
overlapping
dimensions of
marketing?
3. What are the key
factors of internal
driving forces?
References:
19
Lesson Number and Title: 2.3 The Consumer Buying Process
Lesson Objectives: At the end of the lesson, the students are expected to:
1. identify the stages in the consumer buying process;

2. explain the generic consumer buyer behavior process;
3. determine the relationship of the consumer buying process in tourism to the purchase of other product and service.
Strategies:
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• Reference books The teacher will show to the From the visual aid shown to Guide questions for values Illustrate the generic consumer
• Visual aid on the students the stages in the the students the teacher will development: buyer behavior process and
model of the consumer model of the consumer buying now discuss the six stages of explain.
buying process process. the consumer behavior process 1. What are the five roles
of the consumer buying
From the discussion made by process?
the teacher, the students are 2. Why is it important to
asked to answer the following consider the consumer
questions: buying process in
coming up with
1. What is attitude tourism products?
development?
2. What is the Subliminal Message:
relationship of the Emphatic and caring
consumer buying
process Paulinian Core Value:
3. What is the second Charism
stage that involves the
buyer obtaining
information?
4. What is the reason why
people buy the tourism
product offerings?
5. Who are the potential
costumers in the
tourism and hospitality
industry?
References:
BOOKS
21
Lesson Number and Title: 2.4 Integral Models of Consumer Behavior
1. explain the integral models of consumer behavior;

2. determine the other aspects of consumer behavior;
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3. identify the useful critique highlighting a number of commonalities that require further investigation.
Strategies:
• Reference books The teacher will asked the The use of graphic organizer The students are asked to write An objective assessment will
students to explain the tourist to show to the students the to journal their observations be given after the discussion.
profile which is Integral Model of Consumer and learning insights for the
socioeconomic and behavioral Behavior. day’s discussion.
characteristics.
From the presentation made by
questions:
1. What is the
relationship of trip
features to destination
resources and
characteristics?
2. What area of consumer
behavior is often
overlooked how people
behave at tourism
facilities?
3. What is on-site
observation?
References:
23
Module Number and Heading: 3 Segmentation, Positioning and Marketing Mix
Lesson Number and Title: 3.1 Marketing Segmentation
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1. define market segmentation;
2. determine the four assumption of segmentation;
3. explain the four criteria of market segment.
Strategies:
• Reference books Carousel brainstorming on the Group discussion: the class Guide questions for values Essay: Answer the following
definition of market will be divided into five. Each development: questions briefly but
segmentation group will be given a topic substantially.
that will be discussed among 1. Do you have a
their group which is as facilitator or leader 1. What is the meaning of
follows: during the group market segmentation?
a. the recreation and discussion? What is the 2. Why is market
tourism market importance of having a segmentation important
segmentation bases facilitator or leader in in tourism marketing?
b. socio-economic or the success of any 3. What are the four
demographic group discussion? categories of market
segmentation 2. What is the importance segmentation? Discuss
c. product-related of having a group each.
segmentation discussion in class?
d. psychographic 3. What have you learned
segmentation during the group
e. geographic discussion from your
segmentation group mates?
After the group discussion, Subliminal Message:

each group will choose one of Cooperative and innovative
their members to share to the
whole class their outputs. Paulinian Core Value:
Charism
25
References:
BOOKS
26
Lesson Number and Title: 3.2 Targeting and Positioning
1. state the three generic strategies of an organization;

2. define positioning;
3. identify the problems of positioning.
Strategies:
• Reference books Case analysis will be given From the case analysis the Guide questions for values Internet Research: Search for cases
to the students: students are asked to answer development: in the internet that is similar to the
the following questions: case presented. Outputs will be
The British Tourist 1. Do you think the discussed in class.
Authority has worked hard 1. What is the role of the Philippines can
on positioning the United British Tourist imitate the practices Suggested websites:
Kingdom as a vibrant place Authority in of UK in promoting
which is appealing to positioning the UK as their country? www.premiertourismmarketing.com
audiences who are not purely a vibrant place to stay 2. How can you promote www.inforamworld.com
interested in countryside and with? the Philippines in www.elsevier.com
heritage. Promotional 2. How does British your own way?
campaigns in 36 countries Tourist Authority
are now extolling the virtues position UK as a
of bands like Oasis and Blur tourist destination?
and designers like Paul 3. How does positioning
Smith and John Galliano. relates to changing
interests of the
consumers?
4. What are the
strategies of UK in
promoting the country
to people who are not
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purely interested in
country side and
heritage which is their
main product?
References:
BOOKS
28
Lesson Number and Title: 3.3 Strategy Development
1. explain the two components of strategy development;

2. identify the primarily concerned with the size and development of the market
3. make their own strategies in developing a product.
Strategies:
• Carousel brainstorming on the Lecture-Discussion Method on The students are asked to write Product base assessment:
different strategies in strategy development that to journal their observations Choose one undeveloped
developing a product. includes market attractiveness and learning insights for the tourist attraction in your place.
and resources capability. day’s discussion. You come up with strategies
on how to develop the chosen
From the discussion made by Subliminal Message: attraction and the appropriate
the teacher, the students are Goal- oriented and patient marketing tool to promote the
asked to answer the following area. Outputs will be presented
questions: Paulinian Core Value: in class.
Chastity
1. What is the second
consideration that
relates to resource
commitment?
2. What is marketing
asset? How does it
relate to tourism?
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References:
30
Lesson Number and Title: 3.4 Marketing Mix
1. define marketing mix;

2. identify the four elements of marketing mix;
3. determine relationship of the four elements from each other.
Strategies:
• Reference books Think-pair-share: The students Lecture-Discussion Method on Guide questions for values Objective assessment will be
will look for a partner and they the four elements of marketing development: given from the concepts
will list down all the products mix. discussed.
and services in the tourism and 1. What is the importance
hospitality industry that they From the discussion made by of interaction?
know. the teacher, the students are 2. As future tourism
asked to answer the following leaders, how can will
questions: you ensure that tourism
products and services
1. What are the criteria are delivered based on
that should be met in their needs and wants.
deciding to provide a
product or service? Subliminal Message:
2. What is the result of Socially committed and
supply and demand? responsible
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3. What influences price?
4. What is the Paulinian Core Value:
relationship of product Charism
and price? Promotion
and distribution?
References:
BOOKS
32
Module Number and Heading: 4 Marketing Planning
Lesson Number and Title: 4.1 Marketing Planning Process
1. define marketing planning process;

2. explain the seven steps of marketing planning process;
3. state the importance of marketing planning process.
Strategies:
• Reference books The teacher will give the K-W-L chart on the seven The students are asked to if you will be employed in the
• Visual aid definition of market-planning steps of marketing planning. write to journal their marketing department of a
and will asked the students to observations and learning travel agency, how will you
explain it. Form the presentation of the insights for the day’s arrive a desired goal from the
teacher, the students are asked discussion. case below:
to answer the following a. An airline company
students: Subliminal Message: wanting to increase its
Goal-oriented and patient percentage of occupied
1. What are the two ways seats? List down at
in collecting data’s? least three alternatives.
2. What is analysis of
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data?
3. What are the
alternative strategies
for reaching a desired
goal?
4. What is the last step in
market planning
process?
5. What is the method in
analyzing the progress
made in achieving the
goals of the project?
References:
34
Lesson Number and Title: 4.2 Strategy Framework
1. define strategy framework;

2. explain the number of strategic frameworks adopted by organizations in tourism;
3. determine the importance of crafting a strategy.
Strategies:
• Review of the SWOT Analysis Lecture-Discussion Method on Guide questions for values Research for the SWOT
of the tourist attractions of the following concepts: development: Analysis of your own
Cagayan North. municipality. Outputs will be
a. Stakeholder and 1. How will you relate the presented in class.
mission statement lesson in your other
analysis tourism subjects?
b. Market structure 2. What would be the
analysis consequences without
c. Degree of competitor mission statement in
35
intensity companies?
From the discussion made by Subliminal message:

asked to answer the following Responsible, concerned and
questions: assertive
1. What is stakeholder Paulinian Core Value:

and mission statement Christ-centeredness
analysis?
2. What is the objective
of market structure
analysis?
3. What part of the
market structure
analysis is increasingly
important in terms of
strategic development?
Reference:
36
Lesson Number and Title: 4.3 Strategic Marketing Process
1. define strategic marketing;

2. explain the three elements of strategic marketing planning;
3. state the objectives of strategic marketing process.
Strategies:
• Reference books Carousel brainstorming on the Three students are asked to Guide questions for values Essay: What is target market
definition of strategic report the three elements of development: selection? Explain each
marketing process. strategic marketing process. element.
1. If you are the class
reporter, what are your
37
strategies to get the
attention of your
classmates?
2. What are your learning
insights during the
class discussion?
Subliminal Message:
Responsible and caring

Charity
References:
38
Lesson Number and Title: 4.4 The Marketing Plan
1. explain the structure and content of marketing plan;

2. determine the importance of a marketing plan in the development of tourism products;
3. develop their own marketing plan.
Strategies:
• Reference books The teacher will present to Demonstration Method: The Guide questions for values Product-based assessment:
class the structure and content teacher will demonstrate to development: Choose one of the tourism
39
of a marketing plan. class how to develop a products offered in the
marketing plan. 1. What have you learned Philippines then develop a
during the marketing plan of the chosen
demonstration? tourism product.
2. After the
demonstration, do you
think you can already
make your own
marketing plan?
Subliminal Message:
Emphatic and caring
References:
40
Module Number and Heading: 5 Pricing
Lesson Number and Title: 5.1 Principles of Pricing
1. explain the principles of pricing;

2. determine the most important factor in consumer perception in price;
3. identify the relationship between price and quality in tourism provision.
Strategies:
41
• Reference books Review of the elements of the Compare and contrast price Peer tutoring: Look for a Objective assessment on the
marketing mix. and cost. partner to review the lesson concept discussed.
Lecture-discussion method on that was discussed for the day.
principles of pricing.
Subliminal Message:
From the presentation made by Responsible and caring
asked to answer the following Paulinian Core Value:
questions: Charism
1. What is the main
reason why costumers
choose not to buy the
product?
2. What will happen if the
price is low in relation
to value?
References:
42
Lesson Number and Title: 5.2 Factors which shape pricing strategy
1. identify the influencing factors in pricing;

2. explain overall marketing policy and objectives;
3. state the problems in pricing strategy.
43
Strategies:
• Reference books The teacher will asked the Triad discussion on the Guide questions for values Objective assessment on the
students what are their influencing factors of pricing. development: concepts discussed.
perceptions in the prices of
package tours today. From the discussion, the 1. What are your learning
students are asked to answer insights during the
the following questions? triad discussion?
1. What is the price- 2. How does the triad
quality relationship of discussion help you to
the company’s range of better understand the
service offerings? topic?
2. What is the potential to
reduce cost? Subliminal Message:
3. What is the Openness, unity
involvement of the
government in the Paulinian Core Value:
market? Community
4. What are the external
forces of pricing?
References:
44
Lesson Number and Title: 5.3 Approaches to pricing strategy
45
1. explain the table of the pricing methods of enhancing tourism environments;
2. define cost-based pricing;
3. determine the second approach in competitor-based pricing.
Strategies:
• Reference books The teacher will present to the The teacher will illustrate the Journal writing: The students Illustrate the table of pricing
students an example of table of pricing methods of are to write their learning methods in tourism
application in tourism/leisure. enhancing tourism insights from the lesson environment and explain.
environments.
Subliminal Message:
Responsible, cooperative

Charism
References:
46
Lesson Number and Title: 5.4 Pricing Strategies

47
1. explain the strategic pricing frameworks;

2. identify the four broad approaches in crafting a pricing strategy;
3. determine the basis for pricing of tour packages.
Strategies:
• price tariffs of hotels The teacher will present Compare and contrast the The students will write in their Research for at least five
• sample package tours sample prices that are adopted broad approaches in crafting journal their learning insights. package tours with different
by up-market, tour operators pricing strategy. price. Then compare the basis
and hotel and resorts. Subliminal Message: of pricing of the package tours.
Productive

Charism
References:
48
49
Module Number and Heading: 6 Marketing the Travel Product
Lesson Number and Title: 6.1 The Major Steps in Marketing
1. define demand;
2. explain the six steps in marketing;
3. identify the commonly used terms in tourism marketing.
Strategies:
• Reference books Text Analysis: The teacher Lecture-Discussion Method on Guide questions for values Define the following:
will asked the students to the six steps in marketing and development:
explain the following text: the commonly used tourism 1. Discretionary money
marketing terms. 1. Why is eye contact 2. Perishable products
“Good eye contact is a important when 3. Lead
powerful way to enhance face- From the discussion made by marketing tourism 4. Intangible products
to-face sale”. the teacher, the students are products? 5. Stall
asked to answer the following 2. How will you handle 6. Phone shoppers
questions: guest complaints? 7. Positioning
8. Yield management
1. When are you going to Subliminal Message:
design a new product? Emphatic and caring
2. At what price will your
new travel product be Paulinian Core Value:
sold to the consumers? Charism
3. How do you maximize
profits?
4. How do sales and
service tariffs differ?
\
50
References:
BOOKS
51
Lesson Number and Title: 6.2 Consultative Selling
1. define consultative selling;

2. identify the steps in consultative selling;
3. determine the importance of consultative selling in marketing tourism products.
Strategies:
• Reference books The teacher will present a Role playing: Choose a partner Guide questions for values From the presentation of the
travel agency scenario where a form your classmates. One development: travel agency scenario, the
travel agent is talking with a will act as a travel agent and students are asked to answer
costumer inquiring for a tour. the other one will be the 1. For the travel agent, the following questions:
costumer. Make a telephone how did you handle 1. What purely
conversation where the queries of the transactional steps does
costumer is inquiring a costumer? the agent take?
vacation to the travel agent 2. What would you 2. Which consultative
prefer, face-face strategies, in general.
conversation with the Does she also use?
client of telephone 3. Which open-ended
conversation? questions does she ask?
3. How difficult is
handling a client call?
Subliminal Message:
Responsible and socially
52
committed

Charism
References:
Ms. Marie Krizya L. Malupeng Nov. 3, 2009 Ms. Ma. Bernadette C. Junio Nov. 4, 2009 Ms. Jocelyn P. Carag Nov. 9, 2009
53
Lesson Number and Title: 6.3 Delivering a Great Service
1. identify the seven ingredients in that usually ensure travel customer happiness;
2. explain the importance of providing great service in the hospitality industry;
3. determine the consequences of poor costumer service.
Strategies:
• Reference books The students are asked to list Guide questions for values Critical thinking assessment:
down their positive or negative development:
encounter with an employee of 1. What are the steps in
a hotel, resort or restaurant. 1. Why is service dealing with guest
excellence so complaints?
important? 2. How will you deliver
2. As a future employee great service to the
of the hospitality and customers?
tourism industry, how
will you ensure quality
service?
Subliminal Message:
Cooperative and innovative
54
Charism
References:
55
Lesson Number and Title: 6.4 Other Kinds of Travel Sales
1. define transactional and consultative selling;

2. determine the difference between service from sales;
3. identify the different approach in buying and selling selling tourism products.
Strategies:
• Text analysis: Small talk about Lecture-Discussion Method on Journal writing: write in your An objective assessment on
anything other than what you other kinds of travel sales. journal your learning insights the concept discussed.
are selling early on in the for the day’s discussion.
conversation dramatically From the discussion made by
enhances your chance to get the teacher, the students are
business. asked to answer the following Subliminal Message:
questions: Knowledgeable and global
1. Does transactional oriented
selling differ from
consultative selling? Paulinian Core Value:
56
2. What is telemarketing? Charism
3. How do travel
companies regularly
buy and sell their
products?
References:
57
Module Number and Heading: 7 Tourism Marketing and Promotion
Lesson Number and Title: 7.1 Uniqueness of Tourism Marketing
1. define tourism marketing;

2. explain the uniqueness of tourism marketing;
3. explain marketing orientation.
Instructional Aids Presentation Strategy Processing Strategies Values Integration Strategy Assessment Strategy
• Reference books by Carousel brainstorming on the Lecture-discussion method on Reflective journal: the students Objective Assessment on the
Mancin, M. Access definition of marketing the following concepts: are asks to write in their concepts discussed.
Introduction to Travel journal their learning insights
and Tourism and Cruz, a. definition of marketing for the day’s discussion.
z. Principles of b. uniqueness of tourism
Tourism I and II marketing Subliminal Message:
c. marketing orientation Development-oriented and
dynamic
58
Charism
References:
59
Lesson Number and Title: 7.2 Marketing Segmentation
1. define marketing segmentation;

2. explain the four assumption of segmentation;
3. identify the four criteria that have been developed by which a market segmentation can be developed.
• Reference books by The teacher will show a table Group discussion on the Guide questions for values Product-based Assessment:
Mancini M. Access of recreation and tourism concept of market development: Choose one segment of
Introduction to Travel market segmentation bases segmentation. tourists and make a program of
and Tourism and Cruz, 1. What is the importance activities for this segment.
60
Z. Principles of Discussion method on the of market segmentation?
Tourism I and II definition of market 2. How does the lesson help
• Hand-outs segmentation and its four you understand the
assumptions. nature of tourism
marketing?
Subliminal Message:
Creative and resourceful

Charism
References:
61
Lesson Number and Title: 7.3 Tourism Promotions
1. define the meaning of tourism promotions;

2. explain the relationship between promotion and communication;
3. illustrate the goals of promotion and the travelers buying process.
62
• Reference books Carousel brainstorming on the Discussion method on the Reflective journal: Illustrate the goals of
• Hand-outs definition of promotion. meaning of promotion and the The students are asks to write promotion and the travelers
relationship between in their journal their learning buying process and explain.
promotion and insights
communication.
Subliminal Message:
Semantic Mapping on the Rational and resourceful
goals of promotion and the
travelers buying process Paulinian Core Value:
Charism
Subliminal Message:
Rationale and resourceful

Charism
References:
63
Lesson Number and Title: 7.4 Promotional Mix
1. identify the different types of promotion;

2. explain the importance of promotional mix;
64
3. determine the effects of promotional mix to the target market.
• Reference books The teacher will asks the Show and tell method: The The students are asks to share Performance based
• Hand-outs students to bring in class any teacher will show different their learning insights in class. assessment: Choose one tourist
advertising materials in class. types of promotional mix and destination in the country.
They are asks to describe the describe the importance and its Subliminal Message: Promote your chosen
materials in class. uses to attract potential Patriotic and responsible destination through a jingle in
markets. class.
Charism
References:
Mancini, M. (2006) Access introduction to travel and tourism. Thomas Asia Pte. Ltd
65
Module Number and Heading: 8 Tourism Distribution Channel
Lesson Number and Title: 8.1 Tourism Distribution System
66
1. explain the meaning of tourism distribution channel;
2. determine the importance of tourism distribution channel in the tourism industry;
3. illustrate the tourism distribution system.
• Reference books by Carousel brainstorming: The Lecture-discussion on the Guide questions for values Objective Assessment on the
Mancini M. Access students are asked to share tourism distribution channel. development: Tourism Distribution Channel
Introduction to Travel their ideas and knowledge on
and Tourism and Cruz, the concept of tourism The teacher gives emphasis on Assuming that you are 10 items quiz will be given to
Z. Principles of distribution channel. To the following: employed in the different the students.
Tourism I and II further enhance understanding • Importance of segments of tourism industry,
• Hand-outs of the topic, examples are distribution channel in what could be possibly be your
given by the teacher. the tourism industry contribution in the
• The different tourism development of the tourism
distribution channels industry?
• The tourism
distribution channel Subliminal Message:
From the discussion made by Resourceful, public relations,
the teacher, the students are responsible professional
questions: Paulinian Core Value:
Charism
1. What is the importance
of distribution channels
in the tourism
industry?
2. What is the role of
travel intermediaries in
the tourism industry?
References:
67
Module Number and Heading: 8.2 Tourism Distribution Channel
68
Lesson Number and Title: 8.2 Travel Intermediaries
1. identify the different types of travel intermediaries;

2. explain the roles and responsibilities of travel intermediaries;
3. identify the different types of specialty intermediaries.
• Reference books by The students are asked to From the researches of the Guide questions for values Objective assessment on the
Mancini M. Access research through the internet discussion on the different development: different travel intermediaries,
Introduction to Travel the different travel students, a participative roles and responsibilities of
and Tourism and Cruz, intermediaries and identify the discussion on the different 1. What is the role of the travel intermediaries.
Z. Principles of different roles of these travel intermediaries will be travel intermediaries in
Tourism I and II intermediaries in the tourism executed. the travel and tourism
• Hand-outs industry industry?
The teacher will give emphasis 2. Given the opportunity
on the types of travel to be employed in the
intermediaries such as: travel and tourism
Specialty travel agencies industry like agency or
Destination Management ticketing office, what
Organization could possibly be your
Tour operators roles and
responsibilities?
In line with this, the teacher 3. How can you promote
also explains the roles and tourism in your own
responsibilities of travel little ways?
intermediaries.
Subliminal Message:
Professionalism,
resourcefulness, public
relations
69
Charism
References:
70
71

Teaching Guide Tourism Marketing

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Teaching Guide Tourism Marketing

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Saint Paul University Philippines

Tuguegarao City Cgayan North 3500

Prerequisites: Principles of Tourism I and II

1. acquire mastery of concepts and principles related to tourism marketing;

Introduction to Hospitality Marketing

Segmentation, Positioning and Marketing Mix

Tourism Supply Sectors

I. Introduction of Tourism and Hospitality Marketing

II. Consumer Behavior

III. Segmentation, Positioning and Marketing Mix

IV. Marketing Planning

VI. Marketing Travel Product

A. The Major Steps in Marketing

VII. Tourism Marketing and Promotion

A. Uniqueness of Tourism Marketing

VIII. Tourism Distribution Channel

A. Tourism Distribution System

2. Consumer Behavior 2.1 Framework of Analysis 2 (3.0 hours)

3. Segmentation, Positioning and 3.1 Segmentation 2 (3.0 hours)

4. Planning Marketing 4.1Marketing Process 1(1.5 hours)

5. Pricing 5.1 Principles of Pricing 1 (1.5 hours)

8. Tourism Distribution Channel 8.1 Tourism Distribution Channel 1 (1.5 hours)

Formative: Quiz, Performance Test, Research Papers, Reflective Journal, Portfolio

Summative: Unit Test, Periodic Test

Burns, P. et. Al (2004) Tourism: a new perspective. Prentice Hall.

Cruz, Z. (2006) Principles of tourism I revised edition. Rex Bookstore, Inc.

Cruz, Z (2005) Principles of tourism II updated edition. Rex Bookstore, Inc.

Lumsdon, L. (2005) Tourism Marketing. International Thomson Business Press.

Module Number and Heading: 1 Introduction of Tourism Hospitality Marketing

Lesson Number and Title: 1.1 Marketing Environment

Paulinian Core Value:

Burns, P. et. Al (2004) Tourism: a new perspective. Prentice Hall.

Cruz, Z. (2006) Principles of tourism I revised edition. Rex Bookstore, Inc.

Cruz, Z (2005) Principles of tourism II updated edition. Rex Bookstore, Inc.

Lumsdon, L. (2005) Tourism Marketing. International Thomson Business Press.

Prepared by: Date: Reviewed by: Date: Approved by: Date:

Lesson Number and Title: 1.2 Marketing Services

1. identify the relationship of service planning to market planning;

Paulinian Core Value:

Burns, P. et. Al (2004) Tourism: a new perspective. Prentice Hall.

Cruz, Z. (2006) Principles of tourism I revised edition. Rex Bookstore, Inc.

Cruz, Z (2005) Principles of tourism II updated edition. Rex Bookstore, Inc.

Lumsdon, L. (2005) Tourism Marketing. International Thomson Business Press.

Module Number and Heading: 1 Introduction of Tourism Hospitality Marketing

Lesson Number and Title: 1.3 Key players in Tourism Marketing

1. identify the key players in tourism marketing;

Paulinian Core Value:

Burns, P. et. Al (2004) Tourism: a new perspective. Prentice Hall.

Cruz, Z. (2006) Principles of tourism I revised edition. Rex Bookstore, Inc.

Cruz, Z (2005) Principles of tourism II updated edition. Rex Bookstore, Inc.

Lumsdon, L. (2005) Tourism Marketing. International Thomson Business Press.

Module Number and Heading: 1 Introduction of Tourism Hospitality Marketing

Lesson Number and Title: 1.4 The 5 P’s in Marketing Services

1. define marketing mix;

Burns, P. et. Al (2004) Tourism: a new perspective. Prentice Hall.

Cruz, Z. (2006) Principles of tourism I revised edition. Rex Bookstore, Inc.

Cruz, Z (2005) Principles of tourism II updated edition. Rex Bookstore, Inc.

Lumsdon, L. (2005) Tourism Marketing. International Thomson Business Press.

Module Number and Heading: 2 Consumer Behavior

Lesson Number and Title: 2.1 Framework Analysis

1. define framework of analysis;

1. Who buys tourism

Burns, P. et. Al (2004) Tourism: a new perspective. Prentice Hall.