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Question 1:
"Marketing has been called both a major villain for its role in stimulating unsustainable levels of demand and consumption, and also a saviour through its application of market mechanisms to tackle social and environmental problems."
Examine the marketing initiatives of a tourism organisation and discuss to which extent you believe that its initiatives reflect the above statement.
Question 2:
It is widely acknowledged that service quality is crucial to customer satisfaction, customer retention and profitability. Statement like "quality is our number one priority" shows evidence of service companies? belief in quality as the bridge to future revenue. However, although companies recognise the importance of service quality, not all companies manage to deliver services of high quality to their customers. Critically evaluate the importance of service quality for tourism organisations and discuss the strategies that should be adopted by these organisations to deliver high service quality.
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