Distinguish between domestic tourism and international tourism and explain the importance of the marketing orientation to tourism organisations

Distinguish between domestic tourism and international tourism and explain the importance of the marketing orientation to tourism organisations

TOURISM MARKETING & PROMOTION

 

Instructions to candidates:

 

a) Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything during this time)

b) Answer any FIVE questions

c) All questions carry equal marks. Marks for each question are shown in [ ]

 

1. Distinguish between domestic tourism and international tourism and explain the importance of the marketing orientation to tourism organisations. [20]

 

2. Discuss FIVE determinants of demand for travel and tourism products and services and provide examples to support your explanations. [20]

 

3. Explain the generic characteristics that distinguish services from products and summarise the marketing responses to these characteristics. [20]

 

4. Explain the following marketing terms to a group of newly appointed marketing staff:

 

a) Sales promotions

b) Direct response marketing

c) Printed materials [20]

 

5. Compare and contrast TWO organisational structures that can be used by travel and tourism

organisations operating in highly competitive markets. [20]

 

6. Critically appraise the value of inclusive tours and product packages in the overall tourism product and explain the process of constructing and marketing an inclusive tour package. [20]

 

7. Write notes on THREE of the following terms:

 

a) Market segmentation by purpose of travel

b) Demographic segmentation

c) Advertising media

d) Public relations [20]

 

8. Advise one of your clients on the activities associated with the stages of a typical marketing planning process and highlight the practical difficulties associated with the process. [20]


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