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125 Cards in this Set
- Front
- Back
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Derived from Latin "Tonare" meaning tour and Greek "Tornos" meaning a circle movementSuffix -ism means an "action or process" |
Tourism |
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denotes "one who performs a given action" |
Tourist |
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The activities of persons traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business, and other purposes, except activities remunerated from within the place visited. |
Tourism |
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Derived from Latin "hospes" meaning strangerEvolved into hospice, hostel, host, then hospitality |
Hospitality |
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A place and a feeling where one can build their own self-esteem and prideMeans providing service to others, yet not being cast as servantShould be composite of smiles, trust, caring individuals in providing exceptional experiences |
Hospitality |
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Seasonal migration of pastoral people with their herds, was an early demonstration of long-distance travel |
Transhumance |
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DEFINING ASPECTS OF THE HOSPITALITY INDUSTRY
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1. Customer satisfaction 2. Reliance on disposable income and leisure time 3. Excellent level of Service 4. Themes |
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Tourism is a combination of products, services, and experiences which meet a diverse range of individual needs |
Tourism Products |
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A precondition for travelFacilitates mobility of touristsMay be via Air, Sea, or Land |
Transportation |
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Sites that the visitors specifically chose as location for their travels |
Attractions |
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Encompasses a broad spectrum of supplier businessesCan include hotels, air BnBs, resort condominiums, inns, etc. |
Lodging |
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The quality and attractiveness of a destinationMay be tangible or intangible Food EstablishmentsTravel Food ServiceTourist Facilities |
Amenities |
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Elements of Tourism |
Fine weather Historical & Cultural Factors Accessibility Quality Amenities and Services
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Tourism products may not be tested prior to purchase |
Intangible |
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Tourism products cannot be separated from the consumer |
Inseparable |
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Tourism experience is likely to be different depending on: WHENWHOHOW |
Variable |
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Not being able to forward inventory the next day |
Perishable |
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Behavioral patterns of the travel market |
Seasonal |
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Intense competition creates easy substitution of tourism products |
Substitutable |
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CHARACTERISTICS OF TOURISM |
1. Intangible 2. Inseparable 3. Variable 4. Perishable 5. Seasonal 6. Substitutable |
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A person who spends their money (disposable income) for the travel package and uses it for his/her entire stay. |
Traveler |
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Stays in the destination for 24 hours and beyond but not more than 1 consecutive year |
Tourist |
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Stays in the destination for less than 24 hoursDay Tour |
Excursionist |
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May require additional services |
International Tourist |
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Requires cheaper options |
Domestic Tourist |
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TRAVELER CATEGORY & THEIR CHARACTERISTICS: |
1. Corporate 2. Commercial Group Travelers 3. Institutional Travelers 4. Leisure or Holiday Travelers 5. Family Traveler 6. Single Traveler 7. Special Interest Traveler |
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A sponsored travel for financial or economic gain |
Corporate Travelers |
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Travel in groups for business reasons; delegates |
Commercial Group Travelers (Private) |
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Represent institutions on official work |
Institutional Travelers (Government) |
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Psychocentric travelers |
Leisure or Holiday Travelers |
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Family reunions and climate sightseers
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Family Traveler |
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Hitch-hikers, youth, students |
Single Traveler |
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Sports, history, architecture, health, wildlife, shopping, etc. |
Special Interest Traveler |
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Who are the key players? |
1. Private and Non-profit Sectors 2. Public Sector Services 3. Suppliers 4. Traveler/Consumer |
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Include industry associations, established to protect special interest groups such as travel agency associations |
Private and Non Profit Sectors |
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PTAA |
Philippine Travel Agencies Association |
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Covers national, regional, or provincial tourism organizations |
Public Sector Services |
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Transportation IndustryLodging IndustryFood SectorRetail/ Shop SectorDestination Organizations/ local community |
Suppliers |
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Considered as the end user of tourism |
Traveler/ consumer |
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To perform a managerial task successfully, a range of competencies are needed. |
Management of Tourism supply |
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An underlying trait of an individual which enables that person to perform successfully in his jobUnderstanding what needs to be doneGetting the job doneTaking people with you |
Competency |
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TOP MANAGEMENT CONSULTANT |
Peter Drucker |
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THE MARKETING MODELS |
1. Traditional Marketing Model 2. Simple Marketing Process Model 3. Online Marketing Process Model 4. Holistic Marketing Process Model |
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TRADITIONAL BARTER SYSTEM OF PICKING AND PURCHASING IN EXCHANGE OF SOMETHING |
Traditional Marketing Model |
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Traditional Marketing Model |
Identify your leads.Deliver the sale.Close the deal. |
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Research market trendsSegmenting target marketsAlign with Marketing MixImplementationControl |
SIMPLE MARKETING PROCESS MODEL |
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Simple Marketing Process Model |
STEPSMarket ResearchTargeting Positioning BrandingProduct Price Place PromotionExecutionQuality Experience |
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USE OF ONLINE PLATFORMS IN CREATING ITSMETHODVlogsInfluencersSocial MediaWebsites |
ONLINE MARKETING PROCESS MODEL |
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ESTABLISHING THE NEEDED PROMOTIONAL MIXES ON THE WHOLE MARKETING PROCESS |
Holistic Marketing Process Model |
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MARKETING ACTIVITIES USED TO SATISFY CUSTOMER NEEDS AND POSITION YOUR PRODUCT OR SERVICE IN THE MIND OF THE CUSTOMER. |
Marketing Mix |
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MARKETING MIX 7 PS |
PRICEPLACEPRODUCTPEOPLEPROCESSPROMOTIONPHYSICAL EVIDENCE |
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what you are offering - product or servicecreate the right "bundle of benefits" |
Product |
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The only revenue generating element of the mixwhat customers are willing to payindication of position in the market against competitors |
Price |
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where customers make the purchase physical or onlinewhich intermediaries will be involved in the distribution chain |
Place |
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communicating messages to customersto generate awareness.interest, desire, or action |
Promotion |
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Interacting with customers "face" of the organization for the customers |
People |
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To create a smooth, efficient, and customer-friendly experienceConsider what process needs to be in place. |
Process |
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provides tangible cues of the quality of experience that a company is offering in place |
Physical Evidence |
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A PROCESS OF INTEGRATING ALL PROMOTIONAL MIXES UNDER ONE COMMON THEME THAT COULD DELIVER ONE COHERENT PERCEPTION AMONG CUSTOMERS AND STAKEHOLDERS. |
Integrated Marketing Communication |
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Tools used in IMC
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ADVERTISING DIRECT MARKETING INTERACTIVE/ ONLINE MARKETING SALES PROMOTION PUBLICITY/PUBLIC RELATIONS PERSONAL SELLING
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aligning the tone and message of your advertisement to the common theme of your campaign. |
Advertising |
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Using a partnership on all possible frontiers of your business IMC is not limited by promotional activities, but also its staff since they are living proof of your goals. |
Direct Marketing |
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Trending platform in integrating your communication processSeamless advertising due to widespread use of social media |
Interactive/ Online Marketing |
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marketing activity that is designed to increase sales, encourage customer loyalty, or generate brand awareness |
Sales promotion |
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strategies related to managing how information about an individual or company is disseminated to the public, and especially the media |
Publicity/ Public Relations |
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face-to-face selling technique by which a salesperson uses his or her interpersonal skills to persuade a customer in buying a particular productword of mouth, fairs and exhibits, trade shows. |
Personal Selling |
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IMC STRATEGY METHOD |
POWDC |
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What are the tools and promotions to be utilized |
Plan your communication effort |
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customer value creation, customer orientation, and customer experiences are they keys to success |
Outside in approach |
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a sound and harmonizing relationship between you and your customers |
Well established relationship |
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message must be heard and accessed by different marketing channels by your customers |
Delivery of message |
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position your brand at the top of your market |
Create a competitive brand |
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- a process of creating and understanding your product's value proposition |
BRANDING |
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is no longer enough in a competitive environment - bare minimum |
Satisfying customers |
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Companies compete by |
delighting customers to ensure repeat and recommended business. - a little something extra |
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Product Levels |
Basic Level Expected Level Desirable Level Unanticipated Level |
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a company provides essential core attributes (e.g. a clean bed) that customers need Automatically given BARE MINIMUM A hospitality firm that only offers THIS is not competitive |
Basic Level |
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a company provides attributes that customers expect and take for granted - for example, efficient check in, a clean bed and availability of a bar/restaurant A hospitality company providing attributes at THIS level is only providing an average standard service |
Expected Level |
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a company provides attributes that customers know of but do not generally expect ex: friendliness of the staff, quality of food and efficiency of the service Companies providing this are competing more effectively than most of their competitors |
Desirable Level |
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hospitality operators offer customers 'delightful and surprising' attributes that demonstrate outstanding service quality (staff who perform exceptional service, or cuisine with unforgettable taste sensations) Companies providing the this are achieving a significant advantage over their competitors Unique - differentiate - Upper Hand |
Unanticipated Level |
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The combined purchase decisions of all the individuals buying a product (or service)Leads to Purchasing Power |
Market Demand |
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Categories of Market Demand |
Value Volume |
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How much people have paid for the product |
Value |
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The number of units sold, which is a reflection of the number of people buying the product or service |
Volume |
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The total amount of an item (or service) companies are willing and able to sell at different prices, over a given period of time |
Market Supply |
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CATEGORIES OF MARKET SUPPLY |
Star Rating Purpose of Travel Niche Markets |
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Tourist board, motoring, or other, organization ratings for hotels and restaurants. |
Star Rating Classification |
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Leisure or Business |
Purpose of Travel |
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Youth action, adventure holidays, conferences, or gourmet food Specialized Market Targeted or Specific Market |
Niche Market |
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MARKETING ORIENTATIONS |
1. Operations or Production Orientation (Mass Marketing) 2. Product or Service Orientation 3. Selling Orientation 4. Marketing Orientation 5. Societal Marketing Orientation |
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If demand exceeds supply, management concentrates on generating volume to satisfy the growing demand. Originally developed by Henry Ford - appropriate when there is a rising demand for strong, innovative products |
Operations or Production Orientation (Mass Marketing) |
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Companies adopting this orientation believe that their customers can only be satisfied with a particular type of product example: restaurants with celebrity chefs Management concentrates on developing better versions of the existing product, but fails to recognize that customers could be satisfied better by different types of products |
Product or Service Orientation |
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When products are competing in markets where supply exceeds demand, and growth is low or declining |
Selling Orientation |
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Is endemic in the hospitality industry, as many marketing programs are really only sales promotions aimed at filling bedrooms, bars and restaurants - regardless of customers' needs and wants |
sales orientation |
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-Companies adopting this orientation recognize that customers have considerable choice in the marketplace - Companies therefore need to identify what customer needs and wants are, and to satisfy them better than competitors |
Marketing Orientation |
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- recognizes that commercial organizations have a wider responsibility than simply looking after customers and staff. - Companies should become proactive in the community, adopting a 'good neighbor' policy in their company's best interest - The distinction between a genuine societal marketing approach and a superficial approach lies in the core values of the organization. |
Societal Marketing Orientation |
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ENVIRONMENTAL INFLUENCES |
Macro and Micro Environment |
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Macro Environment |
PEST |
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political, economic, socio-cultural, technological and environmental forces (PESTE) Hospitality companies have limited, control over PESTE influences - can significantly impact the business |
MACRO ENVIRONMENT |
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Can either stimulate or stifle development |
POLITICAL |
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The state of the economy Employment and unemployment The rate of inflation FOREX rate |
ECONOMIC |
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- influences consumers' purchase and consumption behavior - Is a complex mix of its geography, climate, history. religion, and ethnic make-up |
SOCIO - CULTURAL |
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have become more important in all parts of the world as people recognize the impact tourists have on the planet. |
ENVIRONMENTAL |
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-Influences consumers' purchasing power and purchase decisions. - advancement has both negative and positive effects. |
TECHNOLOGICAL |
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company factors (customers, employees, suppliers and intermediaries) Companies have more influence over this |
MICRO ENVIRONMENT INTERNAL |
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companies have more influence over this |
MICRO ENVIRONMENT |
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MICRO ENVIRONMENT - INTERNAL |
CUSTOMERS EMPLOYEES SUPPLIERS INTERMEDIARIES |
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Managing the customer mix to ensure that all the different types of customers are satisfied or delighted is one of the major roles for marketing |
CUSTOMERS |
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-local labor market is a key resource - can have a major influence on the level of customer satisfaction |
EMPLOYEES |
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marketing should have an input into setting quality standards and specifications. |
SUPPLIERS |
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companies who advise, influence and make bookings for customers include travel agents, tour operators, etc. |
INTERMEDIARIES |
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(competitors and publics) companies have more influence over the micro- environment |
MICRO ENVIRONMENT EXTERNAL |
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Competitors |
DIRECT COMPETITORS OFFERING SUBSTITUTE PRODUCTS INDIRECT COMPETITORS |
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MICRO ENVIRONMENT EXTERNAL |
COMPETITORS PUBLICS |
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businesses offering a similar product or service, which is aimed at the same customer group |
DIRECT COMPETITORS |
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ordering food delivery instead of going out to a restaurant |
COMPETITORS OFFERING SUBSTITUTE PRODUCTS |
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competing for consumers' disposable income (choosing between buying a new car or going on an exotic holiday) |
INDIRECT COMPETITORS |
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the organizations with which the company interacts |
PUBLICS |
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Development of the wheel for carts |
Mesopotamia |
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became another reason for early travel in Olympia, Greece |
Olympic Games |
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propagated trade in his conquered territories from Persia to Egypt and Macedonia to India |
Alexander the Great |
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was a traditional trip to Europe undertaken mainly by upper-class European young men |
Grand Tour |
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in the 18th century during the The Industrial Revolution these were developed |
Steam Engines |
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He invented the first Diesel Engine |
Rudolf Diesel |
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Invented Airplane |
Orville and Wilbur Wright's |
