Name: CARREON, MAUI JOY C.

Rating: ________________
Year and Section: BSTM 3B Professor / Instructor: MR. JONNEL ENRIQUEZ
Due of Submission: November 24, 2023

<< Week No. 15>>

<< TOURISM PRODUCT DEVELOPMENT>>
According to Pike's (2008) the hospitality and tourism industry relies extensively on
marketing as a fundamental driver for promoting and selling experiences, services,
and destinations to potential travelers. One of the primary functions of marketing in
this context is destination branding. Here, the strategic efforts of marketing
professionals aim to create and disseminate a positive image of a location,
strategically positioning and differentiating it from its competitors.

Customer engagement represents another critical facet of marketing in this industry.

With the pervasive influence of social media and online platforms, marketing
strategies are increasingly focused on building relationships, encouraging user-
generated content, and fostering a sense of community among potential travelers.
Sigala (2017)

Buhalis and Law's (2008) stated that in today's interconnected world, digital
marketing plays a pivotal role in reaching a global audience. The emphasis on a
strong online presence through websites, social media channels, and collaboration
with online travel agencies is a cornerstone of marketing strategies.

Moreover, marketing research contributes significantly to product development

within the hospitality and tourism sector. By identifying customer preferences and
staying attuned to evolving tourist needs, marketing professionals guide the creation
of new services and experiences. Morrison and O’Leary's (1997)

Distribution channels represent yet another dimension where marketing strategies

play a crucial role. By selecting and optimizing distribution channels, marketing
ensures that services and products are easily accessible to potential customers.
Werthner and Ricci's (2004)

In times of crisis, marketing takes on a paramount role in managing and mitigating

negative impacts on a destination’s reputation. Effective communication becomes
the linchpin during challenging periods, as discussed by Faulkner (2001) in Tourism
Management, laying out a framework for tourism disaster management.
In conclusion, the multifaceted role of marketing in the hospitality and tourism
industry is undeniable. From destination branding to customer engagement, digital
outreach, product development, and crisis management, marketing strategies are
integral to shaping the success and resilience of businesses within this dynamic and
ever-evolving sector.

References:
Pike, S. (2008). Destination brand positioning - a conceptual approach. The Journal
of Product and Brand Management, 17(4), 242-254.

Sigala, M. (2017). Social media and the co-creation of value in tourism. Information
Technology & Tourism, 17(4), 449-463.

Buhalis, D., & Law, R. (2008). Progress in information technology and tourism
management: 20 years on and 10 years after the Internet—The state of eTourism
research. Tourism Management, 29(4), 609-623.

Morrison, A. M., & O’Leary, J. T. (1997). The rhetoric and reality of marketing
sustainable tourism products. Tourism Management, 18(4), 247-254.

Werthner, H., & Ricci, F. (2004). E‐commerce and tourism. Communications of the
ACM, 47(12), 101-105.

Faulkner, B. (2001). Towards a framework for tourism disaster management.

Tourism Management, 22(2), 135-147.