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business
marketing for hospitality and tourism

Questions and Answers of Marketing For Hospitality And Tourism

Name and explain the steps of the selling process.
Find a hotel Web site that has a section for meeting planners. Does this site appear to be taking the place of a salesperson or offering assistance to the sales department? Include the names of the
Find an example of a good video for a hospitality or travel company on YouTube. Why do you feel it was effective?
Sign up for a loyalty program for hospitality or travel organization. What information did it request from you? Did the information seem useful? Is there information it should have asked for but did
Explain how companies have responded to the internet and other powerful new technologies with digital and social media marketing strategies.
You have been asked to create an itinerary for a group of 30 overseas students to visit your capital city’s main attractions over a three-day visit. How would you use online tools, sites, and
Describe how databases can be used to develop direct marketing campaigns.
If you were the owner of a music venue, explain how you would use social media to attract and engage customers.
Explain relationship marketing and loyalty programs.
Define data warehouse and explain why it is a popular data management tool.
List traditional forms of direct marketing used in the hospitality industry.
Discuss ways an internet site can collect and use information from its visitors. You may refer to the site of a hotel, restaurant, club, or a destination marketing organization when answering your
Explain the responsibilities of marketers to protect customer privacy and data security.
Find an example of a hospitality or travel company effectively using social media.
Explain the essential aspects of tourism and destination marketing.
How does a tourism destination determine what to promote and to whom it should be promoted?
Choose an event (festival, concert, play, etc.) in your area that draws tourists. Look into how the event is promoted and the benefits it brings to the community. Is this event effectively promoted?
Find two different sites of tourism marketing organizations, national, state, or CVB. Evaluate how effective you feel these Web sites are in promoting the destination. Explain your answer.
Explain tourism development and different options for creating and investing in tourism attractions.
What benefits and costs does tourism bring to your area?
Visit Destination Marketing Association International (DMAI) homepage, http://www.destinationmarketing.org. What are the benefits for a DMO for becoming a member of the association?
Segment and monitor the tourist market.
Discuss how to communicate with the tourist market.
Choose what you believe to be a good tourism promotion for a city, region, state, or country and explain why you think it is a good promotion. In your critique, discuss the media used, target
Explain how central tourist agencies are organized and managed.
Choose a visitor experience in a destination. Discuss how you can make it a memorable experience for visitors.
What is the purpose of a marketing plan? What happens if you do not do an annual marketing plan?
Explain the purpose of a marketing plan.
Meet with a director of sales of a hotel, a general manager of a hotel, or the director of a tourism marketing organization and ask him or her to go over the organization’s marketing plan with you.
What is the relevancy of environmental factors to an annual marketing plan?
Describe how to sell the marketing plan and use it to prepare for the future.
What is the determination of market potential and why is it so important?
Should marketing objectives be described in quantitative terms? Why or why not?
What is the relationship, if any, between marketing strategies and marketing objectives?
Is marketing control really necessary in a marketing plan, or is it an optional managerial exercise?
Choose a hospitality or tourism organization in your area. On the internet find information that would be useful to you if you were developing a marketing plan for the organization. Explain how you
Describe the importance of marketing to the hospitality industry and outline the steps in the marketing process.
You do not plan on going into marketing as a career option. You plan on being a general manager of hotel or restaurant. Why do you need to study and understand marketing?
Visit two restaurants in the same class, such as two fast-food restaurants or two casual restaurants. Observe the cleanliness of the restaurants, in-house signage, and other physical features. Then
Explain how to analyze customer needs, wants, and demands and the marketplace.
Many managers view the purpose of business as making a profit, whereas some view the purpose as being able to create and maintain a customer. Explain how these alternative viewpoints could affect a
Call the central reservation number of two hotels. Request information on room availability, different room types, and price for a date one month from now. (Note: Do not make a reservation.) Write up
Explain how to design a customer value-driven marketing strategy.
Look at Figure 1–2. Explain why persons who give a business a 2 (a relatively high score) out of 7 are not likely to return?Figure 1–2 Percent 70 60 50 40 30 20 10 0 63 65 30 25 8 10 1 2 3 1 =
A busy tourist hotel in Bangkok has employed a social media coordinator to deal with news, comments, queries, and reviews across multiple social media sites. The hotel attracts backpackers from over
Other hospitality companies:If you are interested in another area of the travel industry, you may compare two organizations in that area for their customer orientation using similar criteria, as
Describe how to build profitable customer relationships.
Discuss the outcomes of creating customer value.
Explain the major trends impacting the marketing landscape.
Give several examples of hospitality or travel companies you feel are socially responsible. What do they do to make you feel they are socially responsible? Are there any companies that you feel are
With most customers having a smartphone, mobile apps are becoming an essential tool for hotels and other businesses in hospitality and tourism. If you were an app developer pitching to a hotel, how
Perishability is very important in the airline industry;unsold seats are gone forever, and too many unsold seats mean large losses. With computerized ticketing, airlines can easily use pricing to
Describe a service culture and identify characteristics of service marketing.
Illustrate how a hotel, restaurant, or theater can deal with the intangibility, inseparability, variability, and perishability of the service it provides. Give specific examples.
Visit a restaurant or a hotel. Observe and record how they manage their customers. This could include how they get them to move through the hotel, stand in line, or throw their trash away in a hotel.
Do you use consumer-generated content from a site like TripAdvisor or Yelp? If so, explain why you think the information is credible. If not, state how you choose a new restaurant. If other consumers
Visit a restaurant or hotel and give an example of how they use tangible evidence to tell the customer what type of business they are and how they are run. Things to look at include the exterior of
Explain management strategies for service businesses.
Discuss how the service person in a restaurant is part of the product the customer receives when purchasing a meal.
Look up several hotels or restaurants on TripAdvisor and review customer comments. Do you think the managers of the company responded to the comments appropriately? Explain the reasons for your
Explain in your own words the difference between demand management and capacity management. Give at least two examples of each one. For group work, students could provide examples of how companies
Visit the Web site of a hotel chain. What does the Web site do to make the product tangible for the customer? Does anything in the site deal with the characteristic of perishables, for example,
Explain the factors of a highperformance business.
Find the mission statement of a hospitality or travel company on the internet. Critique the mission statement against the guidelines for a mission statement, as stated in the text.
Visit two hotels, restaurants, or other hospitality businesses. From your observations write down what you think are the strengths and weaknesses of the businesses. You will be able to observe
Visit the annual report of a hospitality organization (these can usually be accessed through the company’s home page). What does the annual report tell you about the organization’s strategy?
Find a strategic alliance between a hotel company and another company (this can be for another hospitality organization or a company outside the hospitality industry). State what you think the
Explain how marketing works with its partners to create and deliver customer value.
From your earlier analysis, suggest a strategy from the product–market expansion grid and an appropriate marketing mix to implement the strategy.
Conduct a SWOT analysis for a hospitality company near your college.
Summarize marketing’s role in developing a customer-driven marketing strategy and the marketing mix.
Think about the shopping area near your campus. Assume that you wish to start a business here and are looking for a promising opportunity for a restaurant. Is there an opportunity to open a
Summarize the components of a company’s marketing environment.
On the internet, find how ecotourism is being used to attract tourists by different organizations.
View the annual reports of several hospitality companies. How did you find out about how they might be changing their business to fit the environment from their annual report? If you do not have
Describe the microenvironmental forces that affect the company’s ability to serve its customers.
From information you can find on the internet, when do you think space tourism will be a viable form of tourism? What organizations are working to develop space tourism?
Choose and visit a restaurant, club, or hotel you feel is designed for one of the generations discussed in the book (e.g., baby boomers, Generation X, echo boomers). After doing some research on the
Describe the macroenvironmental forces that affect the company’s ability to serve its customers.
Go to Web sites of travel or hospitality companies and find examples of how they are taking measures to sustain and improve the natural environment. Which companies that you examined do you think
Discuss how companies can be proactive rather than reactive when responding to environmental trends.
Hotels, restaurants, attractions, and resorts have had to adapt to rapidly evolving uncontrollable environmental forces that have placed the consumer in a much more powerful and informed position
What environmental trends will affect the success of a first-class hotel chain, such as Hyatt or Sofitel, over the next 10 years? If you were corporate director of marketing for this type of hotel,
How have environmental trends affected the design of hotels?
What environmental trends will affect the success of the Walt Disney Company in the next five years? If you were in charge of marketing at Disney, what plans would you make to deal with these trends?
Explain the importance of information in gaining insights about the marketplace and customers.
You are asked to develop a loyalty program for a hotel or restaurant. Go on the internet and find out what information you can find out about loyalty programs, including existing hotel or restaurant
You have been asked to find out how the campus community feels about the food service on campus.a. Who is the population for this study?b. Develop a sampling plan, including times and places that
Define the marketing information system and discuss how marketing information is developed.
Get a customer comment card from a local hospitality company. What, if any, design changes would you make to the form? If you were the manager, how would you use the information collected from the
Outline the steps in the marketing research process and explain how companies analyze and use marketing information.
You run a spa off the lobby of a five-star hotel and want to test several different levels of treatment on a select group of guests. How could extraneous factors influence the experimental research
Discuss how to measure and manage return on marketing investment.
Compare and contrast internal databases, marketing intelligence, and marketing research as a means for developing marketing information. In your discussion provide a definition of each one and then
Researchers usually start the data-gathering process by examining secondary data. What secondary data sources would be available to the manager of a full-service restaurant that wanted to research
Which type of research would be most appropriate in the following situations, and why?a. A fast-food restaurant wants to investigate the effect that children have on the purchase of its
Talk to several people about how they would choose a hotel in a city they have never been to before, a restaurant for a special occasion, or a place to vacation. What did you learn about the buyer
Apply the buyer five stages in the decision process to your selection of a destination for your next vacation.
Discuss when the family can be a strong influence on buying behavior regarding the choice of restaurants.
Focus group interviewing is both a widely used and a widely criticized research technique in marketing. What are the advantages and disadvantages of focus groups? What are some kinds of questions

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