Micro Perspective of Tourism and Hospitality (Thc1)

PhilCST
PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY

OLD NALSIAN ROAD, BRGY. NALSIAN, CALASIAO, PANGASINAN
MICRO PERSPECTIVE OF TOURISM AND

HOSPITALITY (THC1)
MODULE 8. TOURISM MARKETING

Lesson 3. Tour Package
PhilCST
Package tours are excursions or

holidays which “package” a variety of
services together to make a single
“combined” trip. Commonly they
combine such things as transport,
accommodation and meals. They may
also include the provision of a tour
guide and/or leader. Tours can be long
or short in duration and distance. They
may be a one-day or overnight
package, or they could be a period of
a month or more.
PhilCST
Packaged tours typically include:
• All transfers between airports/harbours/stations and hotels

• Twin share tourist and first-class accommodation with private
facilities, as specified
• Cruises
• Rental cars
• Entrance fees to attractions
• Insurance
• Tickets for entry to events or attractions
• Insurance
PhilCST
Types of Packages
The types of packages available in today’s market are

vast and varied. This ensures all consumers’ needs and desires
are met. Package tours can be further broken down into specific
tour types. Tours available range from Special-interest tours,
Adventure tours, City or Regional tours, Group tours and Fully
Escorted tours.
PhilCST
Special-interest tours are designed around a

particular interest area which could include arts, food and
wine, sport, cultural or agricultural. Specialist tours may
include an expert or celebrity guide who relates to the theme
of a tour (e.g. a gardening expert accompanying a garden
tour, or an art expert accompanying an art tour).
PhilCST
Adventure tours are designed to allow the consumer to

participate in their area of interest for the length of the tour and
more experience based. They generally are physical and require a
certain level of fitness, however, can sometimes be modified to
meet your needs depending on the other travelers. Some
examples of this tour type include diving, rock or mountain
climbing, horse riding, skiing or cycling.
PhilCST
City/regional
tours normally last
for one full day or
less. They follow a
fixed itinerary and
will visit areas of
interest in a specific
place, whether that is
historic, religious or
cultural, refreshments
or meals are often
included.
PhilCST
Group tours also follow a fixed and pre-arranged itinerary.

They often only take place depending on the number of travelers
i.e. they require a certain number of travelers in order to go
ahead or it becomes a financial cost rather than profitable. It is
also worth noting there are a maximum number of travelers on
group tours too, as determined by the mode of transport – a 56
seater coach can accommodate no more passengers and
therefore the number limit is defined. Group tours are generally
always escorted or a tour guide service is provided.
PhilCST
Fully escorted tours are often

a good idea for solo travelers and
especially women travelling alone.
This type of tour offers a sense of
security or overcomes language and
cultural barriers. Also, these types of
tours are often somewhat
educational, the escort providing
local, historical and cultural
knowledge or insight gives the
consumer are more worthwhile
experience and understanding of the
country (place) visited.
PhilCST
The tourism industry provides for a combination of different

products and activities, which ranges from small taxi operator to
the largest airline or hotel chain. The concept of change and
survival are as important to the tour operators as they have to
deal with both various vendors in the tourism market. It would,
therefore, become imperative to understand what is tour
marketing planning especially for the long-term survival of ant
tour/company.
PhilCST
A tour marketing plan is a structured guide for carrying out

marketing operations. It provides a common structure and focuses on
all the company’s management activities. The purposes of a
marketing plan include:
• It provides a clear direction for marketing operations.

• It coordinates the resources of the organization in order to eliminate
confusion and misunderstanding and achieving cooperation.
• Identifying different market segments.
• Setting targets/goals.
• Identifying the organization’s strengths and weaknesses
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• Corporate mission and goals.

• External and Internal Audit.
• Business situation analysis.
• Creating the objectives.
• Providing an effective marketing mix strategy.
• Monitoring the plan.
Thus, it has become imperative to discuss the tour marketing

segment, tourist generating market, and tour marketing mix before
developing a tour marketing plan.
PhilCST
- END OF LECTURE -
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PhilCST

PHILIPPINE COLLEGE OF SCIENCE & TECHNOLOGY

MICRO PERSPECTIVE OF TOURISM AND

MODULE 8. TOURISM MARKETING

Package tours are excursions or

Packaged tours typically include:

• All transfers between airports/harbours/stations and hotels

The types of packages available in today’s market are

Special-interest tours are designed around a

Adventure tours are designed to allow the consumer to

Group tours also follow a fixed and pre-arranged itinerary.

Fully escorted tours are often

The tourism industry provides for a combination of different

A tour marketing plan is a structured guide for carrying out

• It provides a clear direction for marketing operations.

• Corporate mission and goals.

Thus, it has become imperative to discuss the tour marketing

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