Chapter 1

Marketing in Hospitality and

Tourism
Hospitality and Tourism Marketing
(372TXT or 372CIN)

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 Competencies for
Marketing in Hospitality and Tourism
1. Describe and define the broad elements that
constitute effective marketing practiced by
today’s hospitality and tourism leaders.
2. Outline the scope, components, and economic
significance of hospitality and tourism
businesses.
3. Explain the nature of service products and how
their marketing challenges differ from tangible
products.

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 Competencies for
Marketing in Hospitality and Tourism
(continued)
4. Identify the four fundamental phases in the
development of hospitality and tourism
marketing, and describe the focus, goal, and
basic orientation of each of these phases.
5. Describe the consequences of the marketing
orientation as a management philosophy and how
this view breaks with traditional views.

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 Defining Hospitality and Tourism
Marketing
Hospitality and tourism marketing is a total
system designed to plan, price, promote,
and make available to selected markets
products and services in the form of
benefits and experiences that create
satisfied guests and achieve organizational
objectives.

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 Hospitality and Tourism Segments
• Food services
• Lodging services
• Recreation services
• Travel-related services
• Convention and meeting
services

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 The Nature of Service Products

• Intangibility
• Inseparability
• Variability
• Perishability

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 Development of H&T Marketing

• Provider orientation phase

• Sales orientation phase
• Promotional orientation
phase
• Marketing orientation phase

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