CRT LEARNING MODULE

Course Code THM07

Course Title Tourism and Hospitality Marketing
Units 3
Module Title Tourism Marketing and Its Future

Date Developed: Document No. 001-2020

Tourism And Hospitality February 7, 2021
Marketing Module 13 : Issued by:
Date Revised:
Tourism Marketing and
Developed by: Page 1
Its Future
Jennifer J. Miranda CRT
 College for Research & Technology of Cabanatuan

HOW TO USE THIS DIGITIZED LEARNING MODULE

Welcome to the module in Tourism Marketing and Its Future. This module
contains training materials and activities for you to complete this module.

You are required to go through a series of learning activities in order to complete

each learning outcome of the module. Each of the learning outcomes is provided with
Modules. Follow these activities on your own and answer the self-check at the end of
each learning outcome. You may remove a blank answer sheet at the end of each
module (or get the answer sheets from the online facilitator) to write the answers for
each self-check. If you have questions, don’t hesitate to ask your facilitator for
assistance.

This module was prepared to help you gain fundamentals and basic knowledge
about Tourism and Hospitality Marketing. This will be the source of Information for you
to acquire knowledge and skill in this particular trade independently and at your own
pace, with minimum supervision of help from your instructor.

 Talk to your online facilitator and agree on how you will both organize the
Training of this unit. Read each through the module carefully. It is divided into
sections, which cover all the skills and knowledge you need to successfully
complete this module.
 Work through all the information and complete the activities in each section.
Read Modules and complete self-check. Suggested references are included to
supplement the materials provided in this module.
 Most probably your facilitator will be your supervisor or manager. Your online
facilitator will support and correct you.
 Your online facilitator will tell you about the important things you need consider
when you are completing activities and it is important that you listen and take
notes.
 You will be given plenty of opportunity to ask questions and practice on the job.
Make sure you practice new skills during regular work shifts. This way you will
improve both your speed and memory and also your confidence.
 Talk to more experienced workmates and ask for their guidance.
 Kindly the self-check questions at the LMS (EDMODO) to test your own progress.
 When you are ready, ask your online facilitator to watch you online via Zoom or
Google Meet to perform the activities outlined in this module.
 Ask your online facilitator work through the activities: ask for written feedback
on your progress. Your online facilitator keeps feedback/pre-assessment reports
for this reason. When you have successfully completed each element, ask the
facilitator to mark on the reports that you are ready for assessment.

Date Developed: Document No. 001-2020

Tourism And Hospitality February 7, 2021
Marketing Module 13 : Issued by:
Date Revised:
Tourism Marketing and
Developed by: Page 2
Its Future
Jennifer J. Miranda CRT
 When you have completed this module, and feel confident that you have
sufficient practice, your online facilitator will arrange an appointment with
registered assessor’s to assess you. The results of your assessment will be
recorded in your competency Achievement Record.

Date Developed: Document No. 001-2020

Tourism And Hospitality February 7, 2021
Marketing Module 13 : Issued by:
Date Revised:
Tourism Marketing and
Developed by: Page 3
Its Future
Jennifer J. Miranda CRT
 MODULE CONTENT
MODULE TITLE: Tourism Marketing and Its Future

NUMBER OF HOURS: 3 hours (1 week)

LEARNING OUTCOMES:

At the end of the module, you MUST be able to:

1. Discuss sustainable tourism and sustainable marketing.

2. Explain ethics in tourism marketing.
3. Identify new trends in the tourism industry.

Contents:

1. Sustainable tourism and sustainable marketing

2. Ethics in tourism marketing.
3. Future trends in tourism.

Conditions:

The students must be provided with the following:

1. Hard copy or soft copy of the course syllabus
2. MS Word
3. Pen
4. Paper

Assessment Method:

1. Submission of Research paper.

2. Written examination.
3. Quizzes using Google forms.

Date Developed: Document No. 001-2020

Tourism And Hospitality February 7, 2021
Marketing Module 13 : Issued by:
Date Revised:
Tourism Marketing and
Developed by: Page 4
Its Future
Jennifer J. Miranda CRT
 MODULE 13
TOURISM MARKETING AND ITS FUTURE
Learning Objective: After reading this MODULE, you should be able to:

1. Discuss sustainable tourism and sustainable marketing.

2. Explain ethics in tourism marketing.
3. Identify new trends in the tourism industry.

INTRODUCTION
Do you know the story of the goose that laid the golden egg?

It is a childhood fable that talks about a goose that laid one golden
egg a day. A farmer and his wife had this goose in their barn and being
very poor, the farmer couple rejoiced at the monetary gains that the
golden egg gave them. Every morning they would be excited for the
golden egg that the goose would lay. Until the farmer became greedy He
was no longer satisfied with just one golden egg a day. He figured that
maybe, if he opened the goose's stomach, he would find all the other eggs
there. Unfortunately, there were no golden eggs in the goose's stomach.
He unknowingly killed the goose that laid the golden egg,

Figuratively speaking, the same holds true for some of us who look at
tourism just as a business endeavor. The Philippines has seen the abuse of
some natural resources that used to yield a lot of economic returns for the
country.

Recently, a lot of tourism practitioners have taken notice of

sustainable tourism to en sure that destinations, products, and services will
be sustained so that future generations may enjoy what this generation is
enjoying

Date Developed: Document No. 001-2020

Tourism And Hospitality February 7, 2021
Marketing Module 13 : Issued by:
Date Revised:
Tourism Marketing and
Developed by: Page 5
Its Future
Jennifer J. Miranda CRT
 SUSTAINABLE TOURISM AND SUSTAINABLE
MARKETING
Sustainable tourism should make optimal use of environmental
resources, respect socio cultural authenticity of host communities, and
ensure viable, long-term economic operations providing socio-economic
benefits to all stakeholders (UNWTO 2005).

Pomering et al. (2011), in their paper on conceptualizing a

contemporary marketing for sustainable tourism, outline how marketing,
though traditionally considered an enemy of sustainability, can play a role
in implementing sustainable tourism Marketing aims to consider wider
societal issues beyond those of clients and customers.

This concept addresses the triple bottom line of economic factors, the
environment and socio-cultural concerns. Tourism is currently estimated to
contribute 5% to the emissions that aggravate climate change. This
forecast will continue to grow increasing the environmental and societal
threats for the future and challenging the very notion of sustainable
tourism.

We argue that marketing is an appropriate vehicle to drive increased

sustainability. Tourism management cannot simply be "business as usual"
The way of doing business s reflected in marketing's strategic planning
processes and ultimately, in marketing's mix of activities that should aim to
improve sustainability performance across a range of economic, ecological,
and societal indicators.

As tourism is essentially an economic activity, sustainable tourism has

become subsumed by the broader notion of sustainable development
conceived in tourism. As cited in Pomering et al. (2011), "development that
meets the needs of the present without compromising the ability of future
generations to meet their own needs, framed by the domains of
environmental integrity, social equity, and economic prosperity

Date Developed: Document No. 001-2020

Tourism And Hospitality February 7, 2021
Marketing Module 13 : Issued by:
Date Revised:
Tourism Marketing and
Developed by: Page 6
Its Future
Jennifer J. Miranda CRT
 UNWTO proposes that sustainable tourism should:

1. make optimal use of environmental resources that constitute a key

element in tourism development, maintaining essential ecological
processes, and helping to conserve natural heritage and
biodiversity,

2. respect the socio-cultural authenticity of host communities,

conserve their built and living cultural heritage and traditional
values, and contribute to inter-cultural understanding and
tolerance; and

3. Ensure viable, long-term economic operations, providing socio-

economic benefits to all stakeholders that are faitly distributed,
including stable employment and income-earning opportunities,
and social services to host communities, and contributing to
poverty alleviation.

The marketing mix must aim to satisfy customers, ensure the long-
term financial success of the organization, and protect the physical and
socio-cultural environments. Tourism should not just be looked at for
merely its economic benefits.

ETHICS IN TOURISM MARKETING

If we do not look at tourism and marketing only from a business
perspective, it would be easy to implement ethical practices in the field of
tourism marketing.
What does it mean to be ethical in marketing? Here are some
principles to keep in mind when confronted with challenges and
complications in marketing tourism products and services.

1. Honesty. Truthfulness in the presentation of products and

services for mutual benefits of the company and the consumer.

2. Respect. Showing respect for individuals means treating them as

equals, as reason able individuals with goals and lives of their own
(Barker et al. 2013).

3. Responsibility. Take responsibility for your words and actions.

4. Professionalism. Guard one's reputation carefully by exercising

professionalism at all times.

Date Developed: Document No. 001-2020

Tourism And Hospitality February 7, 2021
Marketing Module 13 : Issued by:
Date Revised:
Tourism Marketing and
Developed by: Page 7
Its Future
Jennifer J. Miranda CRT
 FUTURE TRENDS IN TOURISM
It is undeniable that tourism has been-and still is-one of the most
important industries that contributes a lot to a country's GDP. However,
with the rising number of travelers (both foreign and domestic), the carbon
footprint generated is drastically increasing, This, in turn, is pushing more
people to talk about how to contribute to sustainable and responsible
tourism.

New trends are emerging for the future of tourism, and some may
already be happening.

Traveling for a Purpose

Instead of asking ourselves "Where do I want to go?", the focus may

shift toward the why and how. There is an emergence of green and
volunteer tourism, where the travelers are more concerned with
environmental preservation and helping other people, than the traditional
sun, sand, and sea vacation. It focuses on creating more value for the
experience.

Localizing and Alternative Forms of Transport and Slow

Travel.

With the ever increasing fuel prices, there is a rise in domestic or

regional travel, as well as the switch to alternative modes of transportation.
With increasing comfort in trains, coaches, and boats, air travel may find
itself with lower-cost competitors that also have less carbon emissions.
People may start to feel an appreciation for slow travel and the journey
itself rather than continuously striving to get to the next destination to
cross off their list of places to see.

Climate Change and Future Planning

With the climate being ever more erratic, destinations and tourists
have a greater task of planning trips and promotions. Destinations should
now take into account the unpredictable weather and create offers that will
attract the right kind of tourists. The tourists, on the other hand, will also
face the dilemma of booking tickets and tours at a destination keeping in
mind that the weather patterns may change in the span of a few minutes.
This will force destinations to change their focus in an attempt to keep
their tourists happy and occupied. Agricultural areas, as well as coastal
areas which have become tourist destinations, may suffer from extreme

Date Developed: Document No. 001-2020

Tourism And Hospitality February 7, 2021
Marketing Module 13 : Issued by:
Date Revised:
Tourism Marketing and
Developed by: Page 8
Its Future
Jennifer J. Miranda CRT
weather events, and areas which rely on tourism heavily may find it very
difficult to bounce back after changes in weather patterns affect their
offerings.

Social Media Pervasiveness

With the growth of social media especially in the Philippines-taking

over the younger generations, tourism businesses may find new markets to
tap into to gain popularity and market foothold. Depending on the way
they use new technologies, it can be advantageous or disadvantageous for
them.

The Rise of DIY Tours

With the case of purchase of travel products online, the new

generation of Internet savvies prefers do-it-yourself (DIY) tours. The vast
information online facilitates data-gathering and evaluation of alternatives.
Online bookings available for airlines, hotels, restaurants, and others
enable tourists to create their own itineraries at prices they can afford.

Tourist Services in the Electronic World

The growth of technology has ushered in new ways of consumption.

Tourist services are organized based on the electronic world where people
provide accommodations to people whom they have never met. A great
deal of adventure and trust are involved in these emerging trends (Frochot
& Batat 2013).

Couchsurfing can be defined as a travel-bounded social network

that is based on Internet exchanges where members offer free
accommodation and travel related activities to other members all over the
world (Frochot & Batat 2013). It has about 3 million members in 231
countries. Its website, www.couchsurfingorg, has more than 40 million
pages viewed per day.

WWOOFing (World Wide Opportunities on Organic Farms) is a non-

commercial network of organizations that facilitate volunteer work on
organic farms and is described as a branch of farm tourism and an escape
from urban lifestyle. Hosts provide food and lodging to interested wwoofers
in exchange for 4-6 hours of daily farm work activities. The hosts provide
educational experience on the environment such as nature conservation;
nature healing, sustainable living, etc. (Refer to
www.wwoofinternational.org for more information.)

Date Developed: Document No. 001-2020

Tourism And Hospitality February 7, 2021
Marketing Module 13 : Issued by:
Date Revised:
Tourism Marketing and
Developed by: Page 9
Its Future
Jennifer J. Miranda CRT
 House swapping is exchanging one's own house with the house of
another person or family. There are specific house swapping websites
wherein families can register. This is good for families who seek to
immerse in another family's culture and way of life by living like locals.
However, one might have safety issues and non-standard
accommodations. (Visit www. homeexchange.com for more details.)

REFERENCE:
TOURISM MARKETING BOOK
(2015 EDITION)
(MARICEL GATHALIAN-BADILLA)

Date Developed: Document No. 001-2020

Tourism And Hospitality February 7, 2021
Marketing Module 13 : Issued by:
Date Revised:
Tourism Marketing and
Developed by: Page 10
Its Future
Jennifer J. Miranda CRT