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Transactional Marketing (Existing Focus): Making money thru closing as many sales as possible or
finding new customers
Relationship Marketing (New Focus): Making money thru taking care of our existing customers…and
these existing customers will help us expanding.
Destination Loyalty (Existing Focus): The act of visiting a destination frequently…. mainly due to
satisfaction with the destination’s “functional attributes.”
Destination attachment (New Focus): Strong emotional bonding with a destination – nostalgic, self-
identity, symbolic meaning, connect psychologically
- Internal service quality TO Satisfied and productive service employees TO Greater service value
TO Satisfied and loyal customer TO Healthy service profitability and growth
Marketing Strategies:
- Reliability,
1. Listening
2. Reliability
3. Basic Service
4. Service Design
5. Recovery
6. Surprising Customers
7. Fair play
8. Team work
9. Employee research
10. Servant leadership
- Prestige, Escape, Education, Social Interactions, Family bonding, Relaxation, Self-Discovery, Sex
Demand Management:
Destination Marketing
- A marketing that promotes a destination (town, city, country, etc.) with a purpose to increase
the number of visitors.
- A tourism advertising for a specific place. Unlike product marketing, where the products are
delivered to customers through distribution channels, in destination marketing consumers move
to the destinations.
- Possible
- Plausible
- Probable
- Preferable
Scenario Planning: A tool of strategic planning which takes the uncertainty of future developments into
account.
- Step 1: Framing the Focal Issue (Main challenge, issue in 10yrs time)
o Food safety, Environment cleanliness, Noise pollution, travel packages, rural areas being
commercialized, prices increase where more tourists appear, Wide Internet access,
DEVELOPMENT OF PUBLIC FACILITIES: Affordablity, transportation,
- Step 2: Scoping the Future: Each student to list minimum 25 changes and uncertainties that can
affect the tourism and hospitality industry on the provided Post-it stickers. You are encouraged
to use elements of Micro (e.g.
Least Predictable, Most Impactful:
- Good relationship between countries can have an impact on lowering travelling restrictions
between them. This will increase flow and movement of people/tourists between these
countries. Businesses would invest in providing faster and more comfortable ways of
transportation to ease the travelling process.
- This is a threat to the traditional industry of transportation where customers would prefer the
better alternative option.
- Robotization would lead businesses to lower costs when producing newer high-speed
transportation methods. These new transportation methods would have the necessary
technology to cater to the new generations needs.
- This is a threat to the traditional industry of transportation where future customers would
prefer a transportation with more