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Question 1:
a) Explain how the factors of intangibility and perishability affect tourism services and discuss their marketing implications.
b) Elaborate on two factors of the external marketing environment.
Question 2:
Using a tourism or hospitality organisation, explain the stages of the consumer-decision making process. You are also required to elaborate on the role played by marketers in order to influence consumer buying behaviour.
Question 3:
a) Explain the importance of delivering service quality for a tourism organisation.
b) Elaborate on the strengths and weaknesses of the SERVQUAL instrument to measure service quality in a tourism or hospitality organisation.
Question 4:
a) Elaborate on four types of market segmentation methods that you think would be appropriate to be used by a hotel.
b) Describe the marketing concept in relation to the tourism and hospitality sector.
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2 calculations
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