Marketing for Hospitality and Tourism

Paper Code: 
MTB 301
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

To understand the concept of Marketing and its role in Tourism industry

12.00
Unit I: 
UNIT I

Definition of Hospitality and Tourism marketing ,Importance of Marketing , Core concepts-  Needs ,Wants, Demands, Products, Exchange ,Markets and Relationship. Concept of Marketing Management and its philosophies .   

9.00
Unit II: 
UNIT II

Concept of a Product: Characteristics of a Tourism Product, Various levels of a Product, Issues affecting the Product and Brand decisions.

Consumer Market and Consumer buying behavior – Model of Consumer behavior, Characteristics affecting Consumer behavior. The Buyer decision process- Need recognition, Information search, Evaluation ,Purchase decision ,Post purchase behavior

8.00
Unit III: 
UNIT III

Market Segmentation-Geographic, Demographic ,Psychographic ,Behavioral. Market  Targeting-Evaluating and selecting market segments & Positioning – positioning strategies, product differentiation. 

8.00
Unit IV: 
UNIT IV

New Product Development - The process including Idea generation, Idea screening, Concept development and testing, Marketing strategy, Test Marketing, Product Life Cycle strategies

8.00
Unit V: 
UNIT V

Concept of Price, Factors influencing Pricing decisions, Approaches to Pricing. Nature and importance of Distribution systems, marketing intermediaries: Travel Agents and Tour Wholesalers

Essential Readings: 
Marketing for Hospitality and Tourism Philip Kotler ,Bowen International Tourism Management A.K.Bhatia
 
References: 
Development of Tourism in India Nafees Khan Nature and Scope of Tourism Praveen Sethi Tourism Development: Principles and Practices Bhatia Tourism Education Shashi Prabha,Sharma Tourism & Travel Management Biswanath Ghosh Tourism marketing and design     Pointer Tourism marketing Coltman Service Marketing Lovelock
 
Academic Year: 
2019-2020
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