Week 2<MODULE 1>

Introduction to Hospitality and

Tourism Marketing
DEFINITION
What is marketing?
According to Morrison (2010), services
marketing “is a concept based on a recognition of
the uniqueness of all services; it is a branch of
marketing that specifically applies to the service
industries”
In tourism and hospitality industry marketing is an
advertising procedure that utilizations explicit
marketing plans and systems to advance touristic
items and administrations, for example, goals,
lodgings, and transport administrations, and so on.
History of Marketing
Timeframe Marketing Era
1920-1930 Production orientation
1930-1950 Sales orientation
Marketing department (marketing
1950-1960
orientation, internal agency)
Marketing company (marketing
1960-1970
orientation, external agency)
1970-Present Societal marketing
1995-Present Online marketing
Data source: Morrison, 2010
The Offerings of Tourism and Hospitality
It is recognized that the industry of tourism and
hospitality offers services more that physical goods, as
one of the industry’s uniqueness. Products offered in
tourism & hospitality could be visible or invisible to the
customers. The tourism service offering can be viewed in
different levels:
a. The core or basic service
b. The expected or actual service
c. The augmented product- basic service +
tangible support service + added value
d. The potential product- future service
offerings
 The product & service of tourism & hospitality is
unique because of the following characteristics:

-Intangible -Consistent
-Perishable -Inseparable
-Heterogeneous
The Marketing Mix

In tourism and hospitality industry

there are 7 P’s. Here are the following
lists of service marketing mix:
1. Product 6. Partnership
2. Place 7. Physical proof
3. Promotion
4. Pricing
5. People
Marketing Environment
Micro Environment
Macro Environment
Marketing Management Cycle
1.Lead research to pick up information about your
clients, item, showcase territory, and contenders.
2.Tailor your item, evaluating, bundling, and
appropriation methodologies to address your
clients' needs, your market condition, and your
serious substances.
3. Make and undertaking promoting messages to arrive
at your imminent clients, move their advantage, and
push them toward purchasing choices.
4. Go for and close the deal — however don't stop there.
5. After you make the deal, start the client care stage.
6. Work to create connections and guarantee significant levels of
consumer loyalty
7. Connect with clients to pick up knowledge about their needs
and wants and their utilization of and feelings about your
items and administrations.
8. Join client information with progressing research about your
market zone and serious condition.
End of Module 1

Thank you !!!