Marketing Mix
Name the four elements of the marketing mix.
Product, Price, Place, and Promotion
What is the purpose of market research in tourism?
To understand customer needs, preferences, and market trends.
Define product positioning in tourism.
How a tourism product is perceived by customers compared to competitors.
What does NTO stand for?
National Tourism Organisation.
What is market segmentation?
Dividing the market into groups with similar needs or characteristics.
Give an example of a tourism product.
Hotel package, guided tour, or theme park ticket?
Name one primary and one secondary research method.
Surveys (primary) and government reports (secondary).
Name one factor that influences product positioning.
Price, quality, target market, or brand image.
Give one role of a Regional Tourism Organisation (RTO).
Promotes tourism in a specific region and supports local businesses.
Give one demographic and one psychographic segmentation example.
Demographic: age; Psychographic: lifestyle.
How can price be used to attract different market segments?
By offering discounts, premium pricing, or seasonal pricing.
Why is observation a useful market research method for tourism?
It provides real-time data on tourist behaviour and preferences.
Give an example of a high-end tourism product and its positioning.
Luxury resort positioned as exclusive and premium.
How do NGOs contribute to tourism?
By promoting sustainable tourism, protecting heritage, and supporting communities.
Why do tourism businesses use segmentation?
To target marketing and design suitable products.
Explain how promotion differs in domestic vs international tourism.
Domestic promotion may use local media; international requires global advertising, social media, and travel fairs.
Explain how segmentation helps in market research.
It identifies groups with similar needs, helping tailor products and marketing strategies.
How does market research support product positioning?
By identifying customer needs and competitor offerings to create a unique selling point.
Name one example of an NTO.
VisitBritain or Tourism Authority of Thailand.
Give an example of behavioural segmentation in tourism.
Frequent flyers, eco-conscious travellers, or seasonal visitors.
How can place (distribution) affect a tourism product’s success?
Accessibility, online booking availability, and transport connections can increase or reduce visitor numbers.
Give an example of how market research influenced a tourism product.
Airlines adding extra flights based on customer demand surveys.
Explain one risk of poor product positioning.
Low customer interest, reduced sales, or brand damage.
Explain why collaboration between NTO, RTO, and NGO is important.
It ensures destination development, sustainability, and effective marketing.
How can segmentation influence promotional strategies?
Tailoring messages to different groups, e.g., luxury adverts for high-income tourists.