TOURISM AND

HOSPITALITY

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 CHAPTER 1
INTRODUCTION TO
HOSPITALITY AND TOURISM
MARKETING

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This Chapter covers an overview of the Introduction to
Hospitality and Tourism Marketing in the Industry. It will also
discuss the areas about the evolution of marketing and the
integrated approaches.

Objectives:
At the end of this chapter, the students should be able to:
1. Acquire and provide sufficient information of tourism and
hospitality marketing in the industry.
2. Define tourism marketing and its function, and;
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3.Identify the tourism products
LESSON 1: OVERVIEW OF THE HOSPITALITY
AND TOURISM MARKETING

This lesson provides a brief background of the hospitality and

tourism marketing and on how it was developed and affects the
tourism and hospitality industry.

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LESSON 1: OVERVIEW OF THE HOSPITALITY
AND TOURISM MARKETING

What to expect:
At the end of this lesson, you are expected to:
1. Discuss the significance of the hospitality and tourism marketing in the
management process, and;
2. Identify the functions and different products and services of tourism.

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 MARKETING

Marketing has become a buzzword in the world of business when the

competition to gain market share began among businesses. Marketing
has evolved from simple trade to a production orientation, and to a
sales orientation.

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 MARKETING

When the business began to realize that

the production was increasing, they
started competing for recognition within
the market.
The customer become king, and building
relationships with them has been at the
heart of any successful business
enterprise. With the rise of relationship
marketing and social media marketing, 8
the rules of the game has changed
 MARKETING

Marketing must be understood in the sense of satisfying customer

needs. If the marketer understands customer needs; develops
products that provide superior customer value; and prices, distributes,
and promotes them effectively, these products will sell easily.

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 MARKETING

Marketing is the process by which companies create value for

customers and build strong customer relationships in order to capture
value from the customers in return.

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 MARKETING

Tourism is one of the leading industries of the future. Next to information

technology and telecommunication, tourism contributes largely in terms
of job generation and strengthening economies. Much attention has been
given to how tourism can continually

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 MARKETING IN TOURISM

Tourism is one of the leading industries of the future. Next to information

technology and telecommunication, tourism contributes largely in terms
of job generation and strengthening economies. Much attention has been
given to how tourism can continually GROW

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 MARKETING IN TOURISM

Just like in other business, marketing plays an integral role in its

continuing growth. In the hotel industry, marketing and sales are often
thought to be the same, and no wonder: The sales department is one of the
most visible in the hotel.

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 MARKETING IN TOURISM

Marketing tourism covers several levels, from the tourism destination as

the product itself, down to the specific tourism products and services that
a tourist should avail to complete tourism experience

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 MARKETING IN TOURISM

These products includes transportation (airline, cruise, ship, bus, etc.,)

accommodation (hotels, inns, apartelles, bed and breakfast) food and
beverage (restaurants, catering, bars), attractions (amusement park,
museums, zoos, marine sanctuaries, etc.) amenities, and souvenir shops,
among others.

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 MARKETING IN TOURISM

What is tourism actually selling then? Tourism is not a single product. It is

a combination of products and services which results to holistic
experience for the traveller.

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 LESSON 2

UNDERSTANDING THE MARKET

PLACE AND CUSTOMER NEEDS
 5 CORE MARKETING CONCEPT
As a first step, marketers need to understand customer needs and wants
and the marketplace within which they operate. We now examine five core
marketing concept
1. Needs, wants, and demands;
2. Products/ Marketing offerings
(tangible products, services, and
experiences);
3. Value and satisfaction and Quality
4. Exchanges, transaction and
relationships.
5. Markets 1
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 NEEDS, WANTS, AND DEMANDS
The most basic concept of fundamental marketing is that of human needs.
Marketing, like quality, starts with customer needs and ends with
customer satisfaction.

Needs are states of felt

deprivation. Included are the
basic physical needs for food,
clothing, warmth, and safety, as
well as social needs for
belonging, affection, fun, and
relaxation
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 NEEDS, WANTS, AND DEMANDS
The most basic concept of fundamental marketing is that of human needs.
Marketing, like quality, starts with customer needs and ends with
customer satisfaction.

Wants human wants are the form

human needs take as they are
shaped by culture and individual
personality. Wants are how people
communicate their needs. These
are the things that are nice to have
but absolutely not necessary.
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 NEEDS, WANTS, AND DEMANDS
The most basic concept of fundamental marketing is that of human needs.
Marketing, like quality, starts with customer needs and ends with
customer satisfaction.
Demand People have almost unlimited
wants, but limited resources. They choose
products that produce the most satisfaction
for their money. When backed by buying
power, wants become demands. When
supported by purchasing power, or the
ability to buy, wants become demands. 1
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 PRODUCT/ MARKETING OFFERINGS
(TANGIBLE PRODUCTS, SERVICES AND
EXPERIENCES

Consumers’ needs and wants are satisfied

through market offerings. Market offerings
are some combination, a mixture of a blend
of physical product, services, information,
ideas, or experiences offered to a market to
satisfy a need or want. People satisfy their
needs and want product.
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 PRODUCT/ MARKETING OFFERINGS
(TANGIBLE PRODUCTS, SERVICES AND
EXPERIENCES

Tourism product is the sum of the physical

and psychological satisfaction. It provides
the tourist during their travelling en route to
the destination. The tourism product is
intangible, inseparable, and variable, per
perishable, seasonal, and substitutable.
Additionally, tourism is a high involvement
product. 1
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 TOURISM PRODUCT
(TANGIBLE)

Product is anything offered for sale to

satisfy a need or want

o Tangible Products are called goods.

These are the things that a customer or
guest can see, feel, touch or taste them
prior to purchase.
Souvenirs-Food-buildings, monuments,
natural features, or works of art
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 PRODUCT
(INTANGIBLE)

o Intangible Products cannot be touched,

smelled, tasted, felt, nor heard prior to
purchase. They cannot be subjected to
prior scrutiny. One cannot examine nor
test them before purchase, unlike
consumer products which can be
sampled. On the other hand, intangible
products are known as services. 1
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 PRODUCT
(INTANGIBLE)

Intangibility means that the product

cannot be directly seen tasted or felt
before its purchase and consumption.
There is no transfer of ownership of goods
involved in tourism, which means a single
tourism product can be sold infinite time
by managing properly. For instance, hotel
rooms, air tickets, paragliding, raft. 1
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●
 PRODUCT
INSPERERABILITY
Inseparable tourism products is a product
that cannot be separated from the
consumer. When tourist avail of products
and services, they have to personally go
where the products are. Since what is
being sold is the experience, the product
and the consumer cannot be in two
different places; 1
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 PRODUCT
INSPERERABILITY
1.Tourism products cannot be
separated from its provider. For
instance, a hotel guest cannot
experience counter service if the
receptionist is not there, nor can the
receptionist render the service if there
is no guest.
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 TOURISM PRODUCT
VARIABLE
Variable the tourism experience is likely
to be different depending on when the
product is availed, who one is with, and
how the services at the time of
consumption. One may have gone to the
same restaurant several times and have a
different dining experience each time.
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 TOURISM PRODUCT
VARIABLE
o While the first time at restaurant may
have been quiet, the second time one
finds it to be noisy. Simply because there
may have been few customers the first
time and a rowdy group of teenagers the
second time. Hence, variability of the
tourism product
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 TOURISM PRODUCT
PERISHABLE
Perishable tourism product is one of the
most highly perishable products.
Perishability as used in this context, refers
to not being able to forward inventory to the
next day. It does not refer to food being
spoiled and thrown away. Products become
perishable when it can no longer be
consumed today even when no one 1
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consumed it the day before.