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business
marketing for hospitality and tourism

Questions and Answers of Marketing For Hospitality And Tourism

What are focus groups? How are they used to help with marketing decisions?
Explain why it is important to pre-test survey questionnaires as part of a pilot study.
Compare and contrast probability sampling with non-probability sampling. Why is it difficult to obtain a probability sample in tourism?
Outline the main items of information that should be included in a research brief?
Why is marketing planning important to a tourism organisation?
What is the difference between strategic planning and tactical planning?
Describe Levitt’s (1960) concept of marketing myopia. Provide examples of international tourism companies that have suffered from marketing myopia.
Distinguish between goals and objectives. What are your goals after completing your studies? What objectives have you set? Discuss.
What are the key elements of the strategic planning process?
What is the name of the strategy of developing new product offerings for existing markets?
Why is a situational analysis so important in the marketing planning process?
In which two ways does Porter (1980) propose that companies can differentiate themselves from competitors? Use examples of several tourism organisations to illustrate your answer.
What is a product portfolio analysis and why is it useful?
List the core parts of a marketing plan.
Briefy describe the six main microenvironmental factors in the tourism business environment.
Explain why marketers should be concerned with the macroenvironmental factors in the tourist-generating country?
Justify why should tourism and hospitality marketers be concerned with the macroenvironment if they have little or no control over it?
Briefy explain Porter’s (1980) ‘Five Forces’ model.
Explain how the changes in the political environment affect a tourism and hospitality company’s marketing strategy?
Compare statistics in Tables 6.4, 6.5, and 6.6. What patterns do you notice in terms of the top destinations and earners? Table 6.4 World's top ten international tourist destinations in 2018 and 2019
How might the ecological environment threaten a tourism and hospitality organisation’s marketing strategy?
Carry out an audit of the top three international tourist destinations (Table 6.4) in terms of their political, economic, socio-demographic, technological, legal, and ecological environments. Tourism
Why is it problematic to obtain data on domestic tourism? How do tourism authorities do this (for example, in terms of number of trips, spend, and VFR)? Apply your resident country as an example in
Describe the tools that can be implemented to carry out an audit of the macroenvironmental factors that impact a tourism and hospitality business?
Defne ‘market segmentation’ (in your own words) and explain the STP process.
Identify fve different ways that markets can be segmented.
Explain why market segmentation is so important for effective marketing.
Discuss the limitations associated with Plog’s (2001) typology.
Is the tourism industry becoming more or less segmented? Discuss.
Contrast market segmentation and tourist typologies.
What factors should be taken into account in deciding whether to target a particular market segment for marketing attention?
Explain the concept of a perceptual map. What can it reveal?
Visit the website of a major hotel brand, airline, or car hire company.Briefy describe how it appeals to different segments through the website.
Apply a product from the tourism and hospitality industry to explain these terms:-Core product -Expected product -Augmented product.
As a hotel marketer, briefly explain would you generate ideas for new products?
Identify five distinguished global tourism and hospitality brand names and explain why each brand name has been included in your list.
Explain this phrase, coined by Baines, Fill, Rosengren & Antonetti (2019: 511): “tourism brands are more than just names and logos”
Briefy explain why many consumers are willing to pay more for branded tourism products than for unbranded products.
“Most consumers will buy whatever is cheapest.” Discuss this statement.
When would a newly opened hotel introduce a new product with premium pricing?
Discuss what is meant by costbased pricing and consumer-based pricing. Why is it important for tourism marketers to understand these concepts?
Explain and give an example of tourism package pricing.
Conduct a price comparison of several B&Bs or hotels in your local area. What price differences did you discover?
Explain why place (distribution) is such a key component of the tourism and hospitality marketing mix.
Briefy explain Why might a supplier or principal choose to sell directly to the consumer?
Explain the major differences between a distribution channel for a manufacturing company and a distribution channel for a tourism organisation.
Why do companies use marketing intermediaries?
Discuss how you think technology will affect distribution channels in the tourism industry over the next five years.
What is the difference between a tour operator and a travel agent?
Select two channels of distribution for these tourism principals: -A low-cost airline -A hotel group -A mass-market tour operator. Compare the two distribution channels and explain why they are
Explain the advantages and disadvantages of tourism companies forming an alliance.
Go online to find a tourism or hospitality company that allows consumers to make a booking directly through its website. Is the design of the site effective? What market segment is the company and
Discuss the role that marketing communication plays in the marketing mix.
What is the purpose of promotion?
List three disadvantages of advertising.
Discuss the importance of the concept of integrated marketing communications (IMC). Provide some examples of tourism organisations that are practising integrated marketing.
What are the advantages of the percentage-of-sales method when setting an advertising budget?
Apply five of the eight tools of the promotions mix to a tourism company by showing how it could use all of these tools.
Briefy explain why it is diffcult to quantify the direct impact of the entire promotions mix to sales.
Discuss some of the limitations of online advertising?
Explain the role of media agencies in tourism and hospitality marketing. What are the advantages of using a media agency when buying advertising space?
Briefy explain why a tourism and hospitality marketer should not overuse sales promotion.
Explain how sales promotion can be used to enhance other elements of the communications mix.
What are the benefits of exhibitions as a promotional tool?
Contrast the concept of up-selling with cross-selling. Provide some practical examples from the hospitality sector.
Explain why personal selling is important to tourism organisations.
Discuss the role of brochures in the promotion of package holidays by tour operators.
What are some of the advantages of PR over the other promotions mix tools?
Is public relations always free? Justify your answer.
Compare and contrast sponsorship with advertising.
The internet offers a number of benefts to buyers and sellers. Describe some of the benefts gained by both the consumer and the firm. Use an example of a tourism or hospitality company to illustrate
Discuss how an internet website can be used to collect information about consumers.
Briefy explain why website content is so important.
Describe some of the ways of getting consumers to revisit a website.
What is ‘conversion rate’? And explain why is it important in monitoring Web traffic?
A local guesthouse/B&B requires advice on setting up a customer database for direct marketing purposes. Describe the qualities it should consider in order to create an effective database?
What are the main reasons why small tourism and hospitality businesses should engage with consumers through digital marketing and social media?
Outline two ways in which a holiday resort or upmarket restaurant could recruit satisfied customers as social media travel infuencers.
Value is one of the keywords in the defnition of marketing. Explain the importance of value in the context of tourism and hospitality.
How is tourism marketing defined in this book?
Mathieson and Wall (1982) offer the following defnition of tourism: “…the temporary movement of people to destinations outside their normal places of work and residence, the activities undertaken
“Marketing is the same as selling.” To what extent do you agree with this statement?
Describe the rise in the importance of marketing in the tourism industry.
Read the section on the ‘Elements of the marketing mix’ and devise mixes for the following companies and their target consumers:(a) A student backpacker hostel(b) A luxury boutique hotel(c) A
Briefy explain the concept of responsible tourism marketing. Go online and find examples of tourism companies with a strong position on responsible marketing. What are the common characteristics
Describe the four main principles of tourism and hospitality marketing as outlined.
Define and explain the concept of corporate social responsibility (CSR).Provide some examples of tourism and hospitality organisations in your country that use this approach.
Discuss why you should study tourism and hospitality marketing.
Define services marketing.
Explain the following terms and provide examples of each:(a) Products(b) Goods(c) Services
Should tourism and other services be marketed in exactly the same way as manufactured products? Explain your answer.
Explain what is meant by inseparability.Why might its existence pose problems to tourism and hospitality organisations? Discuss various methods by which its impact may be reduced.
Why are airline seats considered highly perishable?
Briefy describe the components of the extended marketing mix? Apply the mix to a small local tourism and hospitality organisation with which you are familiar.
Define the term “service encounter”.
Compare internal and interactive marketing. Give an example of how a specific tourism and hospitality company might use these concepts to increase the effectiveness of its services.
Visit the website of an international hotel group (e.g. Accor, Travelodge) or holiday resort (e.g. Club Med., Sandals Resorts). Describe what the website does to make the offering tangible for the
Briefy explain why it is important for a tourism and hospitality marketer to understand the behaviour of consumers.
Explain why marketing researchers have found it problematic to understand what motivates people to go on holiday.
Contrast needs and wants in the context of holiday consumer behaviour.

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