Questions and Answers of Marketing For Hospitality And Tourism

What are the primary objectives of a brochure? Critically evaluate several tourism and hospitality brochures to see how well they meet these objectives.
Explain why employees are called “internal consumers”.
Briefy describe what is meant by a service-oriented policy.
Identify four components that are essential for an internal marketing programme.
Explain why it is important for management to communicate with employees.
Compare and contrast relationship marketing with traditional marketing.
Critically evaluate the value of frequent-flyer programmes in terms of the following: -Tactical marketing -Achieving brand loyalty -Relationship marketing.
In what ways could a tourism organisation (for example, an airline, a car rental company, or a hotel) attempt to measure service quality?)
Describe some of the limitations of the SERVQUAL model?
Briefly explain why destination marketing is a complex activity. Discuss how the marketing of a destination differs from that of the marketing of a FMCG or a tourism business/ product.
Outline the challenges facing destination marketing organisations (DMOs).
Identify and briefly explain five activities carried out by DMOs to market a destination?
Discuss Butler’s (1980) tourism area life cycle model in terms of examples of destinations and resorts in your country, and types of tourist associated with the different stages.
Explain why it is important for DMOs to undertake marketing research.
“Image is reality in the tourism industry.” Discuss this statement.
Why is the branding of a destination problematic? Use industry examples to explain your answer.
Suggest ways in which your county/province/state/territory could market itself to attract more domestic tourists.
Go online to find three destination slogans. Critique each one. What makes a good slogan?
Explain why it is important for small tourism and hospitality businesses to understand the key challenges facing DMOs?
List the three keywords used in the defnition of marketing research used in this book.
Explain why tourism and hospitality organisations should conduct marketing research.
Why is it just as important for small tourism/hospitality companies to conduct market research as it is for larger companies?
What is the aim of exploratory research?
How would you decide whether to use quantitative research or qualitative research in the research design? Provide examples of how each research type could be utilised by a small tourism business such
Differentiate between secondary and primary data.
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?

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