Introduction: Definition of key terms:

Tourism Hospitality Marketing

HTM 204: Tourism and Hospitality Marketing

Tourism, according to the World Tourism Organisation (WTO) should include these four points:
Tourism involves the movement of people from one location to another outside their own community Destinations provide a range of activities, experiences and facilities The different needs and motivations of the tourist require satisfying and these in turn create a social impact The tourism industry includes a number of subsets which as a whole generate income within the economy

Introduction: Tourism is the temporary short term movement of people to destinations outside places where they normally live and work, and their activities during their stay at these destinations (UK Tourism Society) Hospitality is frequently used to cover sectors of the hotel and catering industry, and also cover all products and services offered to the consumer away from home including travel, lodging, eating, entertainment, recreation and gaming. Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

HTM 204: Tourism and Hospitality Marketing

HTM 204: Tourism and Hospitality Marketing

Core Marketing Concepts:
Needs, wants and demands

Markets

Products

Exchange, transactions and relationships

Value, satisfaction and quality

Core Marketing Concepts: Needs

HTM 204: Tourism and Hospitality Marketing

Human needs are the basic concept underlying marketing Basic physical needs: food, clothing, warmth, and safety Social needs: belonging, affection, fun, and relaxation Esteem needs: prestige, recognition, and fame These needs, among others must be satisfied to avoid creating a void Two things that happens as a result of void look for something that will meet the need or try to reduce the need. The example of Restaurants (Tony Prestige and Bennigan Social )

Wants
2nd basic concept of marketing is human wants Wants are ways by which human communicate their needs Also described in terms of objectives that will satisfy needs Customers are more sophisticated. This requires and equal response from producers

HTM 204: Tourism and Hospitality Marketing

Core Marketing Concepts: Wants
Distinction between needs and wants(eg. Having the same need but different wants in terms of products.

Demands
Unlimited wants, but limited resources; choose products that will most satisfy their needs When backed by power, it becomes DEMAND Producers therefore must do all they can to understand customers needs, wants and demands; conduct consumer research about customer likes and dislikes Understanding customer needs, wants and demands in detail provides important input for designing marketing strategies