Questions and Answers of Marketing For Hospitality And Tourism

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.
Explain the role that the family plays in the consumer journey cycle when choosing a holiday destination.
Do consumers always follow rational consumer journey cycle approaches when purchasing products such as holidays? Why or why not?
Justify why the post-purchase behaviour stage is included in the consumer journey cycle.
Identify the factors that might motivate a tourist to travel to a range of different holiday destinations.
Briefy describe some current trends in tourism consumer behaviour.
Discuss some of the limitations of tourist typologies for tourism marketers.
Go to the Web site of a major brand of hospitality or travel company. Explain how it appeals to different segments through the Web site. Give specific examples.
Find an advertisement from a hospitality or travel company that targets a specific segment, such as children, young adults, seniors, or upper-income customers. Then visit a location of that company.
List and discuss the major bases for segmenting consumer markets.
Explain how companies identify attractive market segments and choose a market-targeting strategy.
Choose a hospitality business you are familiar with, for example, a hotel or restaurant. Explain some of the segments in its overall market (in this case, the hotel market or restaurant market), one
Discuss how companies differentiate and position their products for competitive advantage.
Identify a restaurant or hotel market segment in your community that you feel would be a good market segment to target. Explain the marketing mix you would put together to go after this market
Some restaurateurs want to develop a restaurant with something for everyone. Why is this idea a dangerous policy?
What roles do product attributes and perceptions of attributes play in the positioning of a product? Can an attribute common to several competing brands contribute to a successful positioning
Provide an example (other than one given in this chapter) of the use of SoLoMo marketing by a hospitality company.
Define the term product and explain critical elements to keep in mind when designing a product.
Visit a hospitality or travel company. Look around at the physical facilities and the atmosphere of the company. Things you should look at include the exterior appearance, cleanliness, employees,
Define the term brand and explain strategies and decisions companies make in building and managing their brands.
Use a product from the hospitality or travel industry to explain the following terms (provide an example in your explanation):(a) Facilitating product.(b) Supporting product.(c) Augmented product.
Visit two locations of the same brand, such as two restaurants or two hotels. Does each location portray the same brand image? Explain your answer. If the images are inconsistent, how could this
Explain the new-product development process and product development through acquisition.
As a hotel or restaurant manager, how would you gain new-product ideas?
Describe the product life cycle and how it can be applied to the hospitality industry.
If you were the director of new-product development for a national fast-food chain, what factors would you consider in choosing cities for test marketing a new sandwich? Would the place where you
Give examples of co-branding and ingredient branding practices in hotel and restaurant industry. What are the advantages and disadvantages of these practices?
Explain why many people are willing to pay more for branded products than for unbranded products. What does this tell you about the value of branding?
Apply the concept of the product life cycle to a hotel. How does a company keep its products from going into the decline stage?
In Interbrand’s 2019 Best China Brands report, Tencent, Alibaba, and China Construction Bank were the top three most valuable brands in China for the third year running. Most of us would struggle
Go to the internet site of a hospitality or travel company. Think about the company’s target market and the brand image it should portray. Does the company’s Web site reinforce this brand image?
Explain why internal marketing is an important part of a marketing program.
Visit a hospitality or travel company. Ask some questions about its products. For example, at a restaurant you may ask about the hours it is open and about menu items. You may state you are looking
What are the benefits of explaining advertising campaigns to employees before they appear in the media?
What is a service culture? Why is it a requirement for an internal marketing program?
Discuss the possible ways that marketing techniques can be used by human resources managers.
Go to the site of an OTA such as Expedia, Travelocity, Priceline, or a social media site such as Yelp or Urban Spoon. For those outside of the United States, you may use your local OTAs and social
The handling of nonroutine transactions separates excellent hospitality companies from mediocre ones. What is a nonroutine transaction? Why is the proper handling of them so important?
Explain internal and external factors affecting pricing decisions.
One way of increasing revenue is through upselling. Give examples from the hospitality or travel industries of when upselling can result in a more satisfied guest.
Conduct a price comparison of several hotels or restaurants in the same class. What price differences did you find? Do you feel the companies that had the higher prices could justify those higher
Describe the differences among general pricing approaches.
You have just been hired as the manager of a four-star city center hotel. Your prices are 20 percent cheaper than comparable competitors. You have decided to increase your prices by 15–20 percent.
Describe revenue management and explain tools used by revenue managers.
Explain product pricing strategies for new products and existing products.
A number of factors affecting price sensitivity are discussed in this chapter. Provide some examples of the application of these factors in the hospitality or travel businesses.
Give several examples of an effective use of price discrimination. State how these examples meet the criteria of price discrimination and creation of sales when they are needed.
Explain considerations in psychological pricing.
Can a hotel or restaurant increase or maintain customer satisfaction after implementing its first revenue management program? Explain your answer.
Discuss the key issues related to price changes.
Airlines and hotels give bonus frequent-flyer miles, gifts, and free companion tickets to attract the business traveler. These promotions are often provided in lieu of a price cut. The traveler
Your university is hosting a visit from a group of overseas students. They are attending your classes and visiting hospitality and tourist sites across your city. They need to be based at a
Explain how and why companies partner with other companies to sell products.
Discuss how you think technology will change distribution channels in the hospitality and travel industries over the next five years.
Visit a restaurant that offers take-out service. What has it done to facilitate take-out service? For example, does it have a special order and pickup area; does it have paper menus to take home;
Describe hospitality distribution channels.
Explain how international travel changed distribution channels in the hospitality and travel industries.
Investigate franchises available in the hospitality or travel business. Select a franchise you feel would be a good business investment based on what the franchise offers and the fees the franchisor
Explain channel behavior and organization.
What are the major differences between a distribution channel for a business making tangible products and a firm producing hospitality and travel products?
Describe key aspects of channel management for hospitality companies.
Can a business have too many channel members? Explain your answer.
Explain the difference between a tour wholesaler and a travel agent.
Why is franchising such a fast-growing form of retail organization?
Describe the components of a company’s total promotion mix.
Providing quality car rentals in tourist hotspot destinations around the world can be a lucrative area of the tourism market. In most cases, the distribution channel is direct with the reservations
Provide an example of a communication from a hospitality or travel company that does a good job of communicating with a specific market segment. The example can be any form of communication (e.g., an
Explain the concept of integrated marketing communications. Provide examples in your answer.
Explain the process and advantages of integrated marketing communications.
Find an example of a promotion for a hospitality company that uses the push promotion strategy. Explain how the company is using the strategy.
Recently, a number of restaurants have shifted some of their promotional budget from advertising to public relations. What benefits does public relations offer that would make the restaurants spend
The percentage of sales method is one of the most common ways of setting a promotional budget. What are some advantages and disadvantages of this method?
Provide evidence that a hospitality company is using integrated marketing communications, by finding two communications by the firm that have the same message, look, and feel.
Explain how to develop effective communications.
Apply the five major tools in the marketing communication mix to a hospitality or travel company by showing how a company can use all these tools.
Describe the processes used to determine promotion budget and mix.

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