DESTINATION IMAGE - is commonly defined as "the sum of

RELATIONSHIP MARKETING - Attracting, maintaining and

the beliefs, ideas, and impressions that a person has of a
enhancing long term relationships with individual customers
destination"
as well as other stakeholders for mutual benefit.
BRAND IDENTITY - refers to the essence of the brand, the
PARETO PRINCIPLE – responsible for large percentage of the characteristics that make 'it' what it is.
effect ratio 20:80.
FILM-INDUCED TOURISM - Film is considered to be the most
4 DIMENSIONS OF RELATIONSHIP MARKETING effective imaging medium (Coy, 2010) Labeled as film
tourism, film-induced tourism or movie-inducted tourism.
1. CUSTOMER RETENTION – In order to retain
customers, the following elements have to be 4 SUCCESS STORIES OF FILM TOURISM
understood:
1. Universal studios
 Value of Customer Satisfaction
2. South Korea-Hallyu Wave (Koreanovelas and K-pop)
 The cost of Lost Customers
3. Lord of the Rings for New Zealand
 The importance of resolving customers 4. Survivor Series for Caramoan Islands
complaints
2. CUSTOMER LOYALTY – is the likelihood that 4 BROAD STRATEGIES FOR ATTRACTING TOURISTS
customers are to return and are willing to perform TO A DESTINATION
activities with the organization.
1. Image Marketing
3. REFERRALS FROM SATISFIED CUSTOMERS - Positive
2. Attraction marketing.
word of mouth will be most likely generated by
3. Infrastructure marketing
satisfied and loyal customers.
4. People Marketing
4. COMPLAINT MANAGEMENT SYSTEM – One of the
most challenging tasks of a service industry is IMAGE MARKETING - Attracting potential buyers by
handling complaints. projecting a strong image. An image should both be
believable and realistic
INTERNAL MARKETING - is to market hospitality jobs to
employees just as they market hotel and restaurants to our ATTRACTION MARKETING - Destinations need to invest in
customers. developing attractions, both natural and man-made

BENEFITS OF BUILDING RELATIONSHIPS INFRASTRUCTURE MARKETING - should be put in place for a

WITH CUSTOMERS holistic development of a place. This includes the
development of streets, highways, effective transport
 Research proves that a small increase in loyal
systems, airports, seaports and telecommunications
customers can result in a major increase in
networked
profitability (Kotler et al 2010)
 Continued patronage of customers PEOPLE MARKETING - Marketing the destination through its
 Reduced marketing costs human capital. Maximizing the strength of the Filipinos as
 Decreased price sensitivity the world's most hospitable people.
 Availability of feedback
5 IMAGE SITUATIONS
 When competition is strong, companies should rely
FIVE IMAGE SITUATIONS DESTINATIONS MAY FIND
on its base of loyal customers.
ITSELF IN:
3 RESISTANCE TO RELATIONSHIP MARKETING
1. Overly attractive image
1. NOVELTY-SEEKING BEHAVIOR OF TOURISTS – 2. Positive Image
Tourists leads to the constant tendency of tourists to 3. Weak Image
seek change and new brands. 4. Contradictory Image
2. CHALLENGE TO WORK CLOSELY WITH CUSTOMERS 5. Negative Image
– There is a need to focus on a better understanding
MORGAN AND PRITCHARD (2002) SUGGEST 5 KEY
of the needs of the customers.
CHALLENGES FACED BY DESTINATION MARKETERS AS
3. IRRELEVANCE OF RELATIONSHIP MARKETING –
FOLLOWS:
Relationship building through better service and
customer satisfaction is already a given and should 1. Limited budget,
be a non-issue 2. Politics.
3. External environment,
8 REASONS PEOPLE FAIL TO BUILD CUSTOMER
4. Destination product, and
RELATIONSHIPS
5. Creating differentiation.
1. Ignore Inquiries
2 REQUIREMENTS FOR COMPETITIVE ADVANTAGE OF
2. Ignore customer emails
DESTINATIONS
3. Do not return calls within a reasonable amount
of time 1. Establish a strong and unique positioning
4. Fail to get to know the customers 2. Deliver excellent quality experiences and value for
5. Fail to satisfy the customers money
6. Fail to deliver what is promised
7. Do not act on complaints.
8. Find fault in the service delivery by pointing
fingers at everyone else except one self.
4MARKETING PLAN SHOULD:

1. Serve as road map for all marketing activities of the
firm;
2. Align the marketing activities with the corporate
strategic plan;
3. Encourage marketing managers to review and
objectively think through all steps in the marketing
process; and
4. Assist the budgeting process to match resources
with marketing objectives.
3 ELEMENTS OF A SUCCESSFUL MARKETING PLAN
(Shoemaker et al. (2007))
TARGET MARKETS - refers to the group of potential
customers at whom a company's marketing is being
directed. The target market is the group of customers that a
company will try to reach out to in the form of advertising,
because they are the people most likely to buy the kind of
products the company sells.
 Primary Market - Key Result Areas
 Secondary/Marginal Accounts
 New Accounts
MARKETING STRATEGIES

1. It is workable  PRODUCT STRATEGIES (product development,

2. It is realistic and flexible, and innovation, upgrading etc.)
3. It has measurable and achievable goal  PRICING STRATEGY (review pricing objectives,
decide on pricing strategies, discounting etc.)
THE CONTENTS OF THE PLAN SHOULD INCLUDE:  PROMOTIONAL MIX (develop advertising,
promotions, sales, publicity, public relations
 The Executive Summary
strategies to meet marketing objectives.)
I. Introduction  DISTRIBUTION STRATEGIES (identify key
intermediaries that will be helpful in achieving
II. Background of the Plan
objectives.)
III. Objectives
TIMETABLE - This section includes specific activities, their
IV. Target Market expected time of roll-out, duration and person-in- charge.

V. Marketing Strategies BUDGET

VI. Timetable  Projected annual income (broken down monthly)

 Resources needed to implement the plan
VII. Budget
 Manpower Requirements - Capital Expenditures
VIII. Conclusion  Other monetary support needed

THE EXECUTIVE SUMMARY - It is similar to the abstract of CONCLUSION - Short reiteration of the salient points of the
research paper which the goal is to give a brief and logical marketing plan
presentation of the content. Make it brief and simple by
TOURISM PROMOTIONS BOARD (TPB)
using short sentences and short paragraphs. Organize the
summary in a logical manner-objectives, strategies and  TPB is the marketing arm of the Department of
budget. Tourism
 Highlights of its current strategies:
I. INTRODUCTION
- Use of tri-media advertising in key global areas
1. Current Situation of the Company - Digital and Online presence via social networking
2. Environmental Factors sites
3. Marketing Trends - B2B and e-commerce platforms
4. Marketing potential - Promoting the Philippines for MICE tourism
5. Marketing research findings
TRAVEL & TOURISM INDUSTRY - makes up 9.8 % of global
II. BACKGROUND OF THE PLAN - This section reveals the GDP, and it’s still growing. Responsible for one out of every
background of why the marketing plan should be created eleven jobs worldwide, the industry is the world’s largest
employer according to the World Tourism Organization
1. Property Need Analysis
UNWTO.
2. Strengths, Weaknesses, Opportunities, Threats
(SWOT) HOTEL OPERATIONS (BANQUET & CONFERENCES)- A
3. Market Positioning Statement demanding, yet high energy career working in hotels, resorts
and conference centers setting up rooms and servicing
III. OBJECTIVES - Objectives are goals that companies want
events.
to achieve for a certain period of time. They provide a clear
direction for the strategies, tactics, and activities that will be FOOD & BEVERAGE MANAGEMENT - Responsible for all
done. things related to food and beverage from ordering products
to hiring staff and balancing profit and loss sheets.
1. Quantitative
2. SMART – Specific, measurable, attainable, realistic, FRONT OFFICE RECEPTION - From the very first moment of a
and time bound guest’s arrival, the front office serves as the face of the
company and its standards of service.

RESORT MANAGEMENT - Oversee all operations

departments from the front desk and security to
housekeeping and food and beverage.
RESTAURANT MANAGEMENT - A dynamic position leading a
team of employees servicing food and beverage.
SPA AND WELLNESS MANAGEMENT - Responsible for the
day-to-day operations of a health or beauty spa.
EVENT MANAGEMENT (CONCERTS, FESTIVALS &
EXHIBITIONS) - Event planning and project management
dealing with large scale events.
WEDDING COORDINATION - It all comes down to the details
and building relationships. Brides want to have confidence in
their wedding coordinator and in doing so,
AIRLINES - When asked to make a list of airline jobs, most
people instantly think of pilots. But the flight crew, while
their jobs are definitely important, are only a small part of
what keeps an airplane flying and flight schedules on track.
TOURISM GRADUATES
• Flight Attendant Jobs
• Airline Administrative Support
• Operations Agent
• Regional Sales Manager
• Ground / Airport Station Attendant
• Passenger Service Agent
• Ramp Planner
• Reservation Sales Agent
• Crew Schedule Coordinator
• Airline Ticket Agent
• Airline Flight Instructor, and etc.
AMUSEMENT PARKS - Make every child’s eyes light up.
Manage the overall operations as a member of the
leadership team or be ready to welcome amusement park
goers behind the desk selling tickets, supervising a food and
beverage outlet or controlling the rides themselves.
CASINOS - The gaming service industry is huge and jobs are
typically found in casinos or at the racetrack.
START YOUR OWN BUSINESS - The sky is the limit. Whatever
you dream you can create. There is no end to the
possibilities in the tourism and hospitality industry.
SUSTAINABLE TOURISM - is “Tourism that takes full account
of its current and future economic, social and environmental
impacts, addressing the needs of visitors, the industry, the
environment, and host communities"
4 COMMON FUTURE REPORT CONTINUES ON TO OUTLINE
FOUR SUSTAINABILITY PRINCIPLES:
1. Holistic planning and strategic decision-making;
2. Preservation of essential ecological processes;
3. Protection of human heritage and biodiversity; and
4. Growth that can be sustained over the long term.
4 ETHICS IN TOURISM MARKETING
1. HONESTY – truthfulness in the presentation of
products and services for mutual benefits of the
company and the consumers.
2. RESPECT – Showing respect for individual means
treating them as equals, as reasonable individuals
with goals and lives of their own (Barker et al 2013)
3. RESPONSIBILITY – Take responsibility for your word
and actions.
4. PROFESSIONALISM – Guard one’s reputation
carefully by exercising professionalism at all times
FUTURE TREND IN TOURISM - Every industry has trends and
innovations, the tourism industry is no exception. In a
rapidlyevolving landscape, new trends are appearing and
taking hold all the time.
ECO TRAVEL - Tourism trends are heavily influenced by the
concerns and mores of the customer base.
CARBON OFFSETTING AND SLOW TRAVEL - Travelers will
expect tour operators to help with carbon offsets. With
increasing comfort in trains, coaches, and boats, air travel
may find itself with lower-cost competitors that also have
less carbon emissions.
MICROCATIONS - Microcations, or shorter trips, are
increasingly attractive. Quicker vacations, which lend
themselves to backyard destinations, are not all about saving
money.
LOCAL EXPERIENCE - Today’s tourists don’t want to be
insulated from the places they visit inside a cultural bubble.
They want to engage with and participate in the local
culture.
PERSONALISATION - Today’s consumers expect experiences
that closely match their personal preferences, from
destinations to accommodation and the kinds of activities
they’ll engage in.
BLEISURE TRAVEL: A MILLENNIAL TOURISM TREND - The
concept of combining leisure and tourism with travel for
business is hardly new: “bizcations” have been popular for
many decades. The concept of bleisure travel has become
increasingly relevant among tourism trends.
ROBOTS, CHATBOTS AND AUTOMATION - One of the more
eye-catching examples of these particular tourism trends is
Connie, the Hilton Hotel chain’s robot concierge.
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
VIRTUAL REALITY (VR) - technology offers many
opportunities for tourism management. Tourism trends
involving VR include high-end entertainment applications,
some of them combining physical elements like controllers
or movable seating and platforms.
HEALTHY AND ORGANIC FOOD - Healthy food and the kind
of fare consumed by tourists used to be antonyms in the
minds of many travelers, with holidays traditionally
representing a chance to break one’s diet and indulge in
forbidden treats.