MPTH

• Marketing


  The strategic process of selecting target markets and getting, keeping, and growing customers through creating, delivering and communicating superior customer value
• Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from the customers in return
• Ethical Guidelines from DOT

  • Festivals should be based on heritage
  • Souvenir products should not destroy the biodiversity and geological features of the place
  • Decent and sensitive portrayal of women and children should be promoted
  • Historical buildings should be preserved and restoration of building must be authentic
  • Food served must be sourced by locally using local cuisine
• Factors Affecting Tourism and Hospitality Marketing


  • Special Interest Tourism
  • Social Media Marketing
  • Co-creation
  • Thematic Products and Services
  • Self-Reference Criteria (SRC) and Ethnocentrism
  • Relationship Marketing
• Special Interest Tourism


  The emergence of phenomenon which market a shift away from demand for mainstream tourist offerings that were standardized and rigidly packaged to forms of tourism that are more specialized and unique
• Social Media Marketing

  In Visa Global Travel Intentions study in 2017 reveals that: 83% of people use online sources to plan their trips in 2017; 69% shared their experiences online; 41% posted online reviews
• Marketing


  The strategic process of selecting target markets and getting, keeping, and growing customers through creating, delivering and communicating superior customer value
• Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from the customers in return
• Ethical Guidelines from DOT

  • Festivals should be based on heritage
  • Souvenir products should not destroy the biodiversity and geological features of the place
  • Decent and sensitive portrayal of women and children should be promoted
  • Historical buildings should be preserved and restoration of building must be authentic
  • Food served must be sourced by locally using local cuisine
• Factors Affecting Tourism and Hospitality Marketing


  • Special Interest Tourism
  • Social Media Marketing
  • Co-creation
  • Thematic Products and Services
  • Self-Reference Criteria (SRC) and Ethnocentrism
  • Relationship Marketing
• Special Interest Tourism


  The emergence of phenomenon which market a shift away from demand for mainstream tourist offerings that were standardized and rigidly packaged to forms of tourism that are more specialized and unique
• Social Media Marketing


  In Visa Global Travel Intentions study in 2017 reveals that: 83% of people use online sources to plan their trips in 2017; 69% shared their experiences online; 41% posted online reviews
• Global Digital Report 2019 revealed the following statistics: 4.388 billion internet users worldwide, 3.484 billion social media users worldwide, 5.112 billion mobile phone users
• Most Popular Social Networking sites as of July 2019: Facebook (2.375billion), YouTube (2 billion), WhatsApp (1.6billion), Facebook Messenger (1.3 billion), Instagram (1 billion), Twitter (330 million) and Pinterest (265 million)
• Co-creation


  Travel agents and tour operators design itineraries around themes that highlights the attractions at specific destinations
• Self-Reference Criteria (SRC)


  An unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions
• Ethnocentrism


  One's own culture or company knows best how to do things
• Relationship Marketing


  Developing and maintaining an ongoing relationship with customers
• Unique Selling Proposition


  A distinct characteristics, feature and/or benefit that differentiates a product from the rest of the competition
• Competitive Advantage


  The key strengths of your tourism products over the rest
• Target Market


  A specific group of consumers for which a product or service is being sold to
• Segmenting


  • Demographics
  • Psychographics
  • Geo-demographics
  • Behavioral-Occasion Segmentation
  • Benefit Segmentation
• Demographics


  Provide basic information such as age, gender, educational attainment, ethnicity, religion, occupation, household size, and income
• Psychographics


  An in-depth analysis of a person's lifestyle, including interest, opinions, preferences of an individual or group
• Geo-demographics


  The study of the population and its characteristics based on where they live
• Behavioral-Occasion Segmentation


  Selecting tourist segments based on knowledge, attitude, use or response to a product. While occasion segmentation refers to the consumption based on key holidays and celebrations
• Benefit Segmentation


  Based on what value the target market is looking for
• Reference Groups


  Groups that exerted influence and pressure even in buying decisions
• Positioning


  The act of designing the organization's actual and perceived offering in such a way that it lands on and occupies a distinctive place in the mind of the target market
• Branding


  A symbol, color, slogan and/or an image that can evoke the exact perception it was designed for
• Marketing Mix


  • Product
  • Place (Distribution Channels)
  • Price
  • Promotions
• Product


  Composed of a set of different goods and services which are demanded by visitors during their stay at the destination. It is the package of tangible and intangible products perceived by the tourists as an experience that represents the core of the tourism products. It is a combination of other-related products and services positioned to satisfy and exceed customer expectation
• Philippine 9 Priority Products

  • Nature Tourism
  • Cultural Tourism
  • Sun and Beach Tourism
  • Leisure and Entertainment tourism
  • MICE and Events Tourism
  • Health, Wellness and Retirement Tourism
  • Cruise and Nautical Tourism
  • Diving and Marine Sports Tourism
  • Education Tourism
• Composition of Tourists Destination

  • Accommodation
  • Amenities
  • Accessibility
  • Attractions
  • Awareness
• Place (Distribution Channels)


  The channels of product distribution that can best serve customers, either physical locations, online sites, or intermediaries
• Price


  The amount of money a customer is willing to pay in exchange for the feature, benefit or value of the product. A feature refers to the product specification while a benefit justifies the reason why traveler should make the purchase
• Promotions


  • Advertising
  • Sales Promotion
  • Personal Selling
  • Public Relations
  • Direct Marketing
  • Digital and Social Media Marketing
  • Kiosk Marketing
  • Interactive Television
• Advertising


  Any form of paid presentation and promotion of ideas, goods, or services
• Sales Promotion


  A short-term incentive to induce the purchase of a product or services
• Personal Selling


  Face-to-face presentations