Marketing For Tourism

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ST. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)
END SEMESTER EXAMINATIONS – OCTOBER 2013
B.COM (TRAVEL & TOURISM) – III SEMESTER
MARKETING FOR TOURISM
Duration: 3 Hrs Max. Marks: 100
SECTION – A
I) Answer ALL the following questions. (10 x 2 = 20)
1. Explain the difference between need, want and demand.
2. On what basis would you categories the users of tourism services?
3. Mention four factors that influence the lifestyle of an individual.
4. Define tourism product.
5. What is meant by demographic segmentation?
6. State the difference between Trade discount and Quantity discount.
7. Differentiate between price and pricing.
8. Define personal selling.
9. Who is a tour operator?
10. Explain the need of a Retail travel agent in the Tourism Industry.
SECTION – B
II) Answer any FOUR out of SIX (4 x 5 = 20)
11. Explain the characteristics of tourism marketing.
12. What is market research? Explain the typical applications of market research
in business.
13. “Two minutes noodles”
“The tyre with muscles”
What term would you give to refer to such distinctive slogans used by
company’s to target customers? Explain in detail.
14. Discuss the factors influencing the pricing strategies in Tourism Industry.
15. Explain the essentials of an ideal travel guide.
16. You have always been an outstanding salesman, where others are not able to
achieve their targets. Therefore the management decides to promote you as a
trainer for all the sales men to train them on how to interact and sell the
products to the end customers.
Draft a sales sequence for your training session?
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SECTION – C
III) Answer any THREE out of FIVE questions. (3 x 15 = 45)
17. “Psycholocomotion is helpful in studying the behaviour of tourists” Do you
agree? Justify your answer by giving suitable arguments for the same.
18. Your friend has decided to build a restaurant at a tourist spot and is seeking
your help in the planning process. What are the various steps that you would
ask your friend to include in his planning process?
19. Explain in detail the various pricing policies and pricing strategies?
20. Manoj Pvt ltd wanted to clear his old stocks. What are the various sales
promotion techniques that he can adapt to sell his materials in a stationery
shop?
21. Write a short note on the following
a) Tour Operator
b) Travel agent
c) The chain of distribution channel in tourism industry
SECTION – D
IV) Compulsory Case study ( 15marks)
Sterling Holiday resort Ltd, started off in 1986, selling property time- shares with a
lakeside resort in Kodaikanal in Tamil Nadu. Time sharing concept giving the right
to the buyer to stay for one week at any of the sterling Resorts for 99 years without
having a right to the property for both domestic and international tourists. In a
world moving towards buying more credit, Sterling dares to ask the target buyer to
pay in advance for something that doesn’t yet exist and when it does; Sterling grants
him no control over the product, let alone possession.
Sterling target vacationer is the relatively better off but not rich family man in his
thirties who is under constant work pressure and is yearning for a break from
worldly headaches. He is the caring conservative husband- father who loves
submitting to his family’s chorus for a long overdue holiday. For him time sharing
week found to be an affordable, with an added advantage of travel booking looked
after by sterling, and the freedom to cook one’s own food in the cottage kitchenette.
Sterling also has facilities for meetings and conferences targeted at business houses.
Sterling is positioned in the high price and high quality segment. Their
communication to customers is mainly through advertisements, business magazines
and direct mail.
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The company has a special project team of 12 members. Three in each zone who hunt
for new locations suitable in all respects for locating a resort. The price of a time
share for a particular resort depends on the location of the resort, the type of
apartments and seasons. There is also a provision to pay the amount in three
instalments with a period of six months each.
The service personnel at the resorts are recruited from hotel management institutes
and catering colleges. These personnel are provided with a training of six months on
the site. To motivate these personnel in their service performance; they are given
cash incentives, and every year an award for the best service personnel is given.
New scheme: The company has come out with a share called ”Heritage India”
Which is targeted at middle class customers to eliminate competition from emerging
players.
Issues for discussion:
a. Develop a SWOT analysis for sterling.
b. How will you promote the service packages of Sterling with respect to latest
marketing trends?
c. Do you think Sterling can attract lot more customers by developing many
more schemes and targeting many other market segments? Elaborate

1. JOSEPH’S COLLEGE OF COMMERCE (AUTONOMOUS)

END SEMESTER EXAMINATION – OCTOBER 2014

B.Com (T.T.)  – III SEMESTER

 MARKETING FOR TOURISM

Duration: 3 Hours                                                                                           Max. Marks: 100

SECTION – A

 

1. Answer ALL the questions. Each carries 2 marks.                                       (10 x2 =20)

 

1. Define Tourism.
2. Explain the concept – Niche Marketing.
3. What are Brochures?
4. Expand WTO, NTO ,  MOT &
5. What do you mean by overall marketing strategy?
6. Write a short note on Brand Image.
7. Explain the significance of Market Research.
8. Expand STP.
9. Explain the difference between promotion and advertising.
10. Differentiate between a travel agent and a tour operator.

 

SECTION – B

 

1. Answer any FOUR Each carries 5 marks.                                  (4×5=20)

 

11. ‘The Tourism product is not an airline seat, or a hotel bed or relaxation on a sunny beach but rather an amalgam of many components or a package’. In line with this statement clarify the term tourism product and its salient features.
12. What do you mean by TQM? Explain the relevance of Quality in tourism.
13. ‘Public Relations is a tool of tourism marketing’. Elaborate.
14. What is PLC? What strategy would a firm adopt during the maturity stage of PLC?
15. What is the role and responsibility of a tour guide in the Tourism Industry?
16. Throw light on Stimulus Response Theory.

 

 

 

 

 

SECTION – C

III)      Answer any THREE questions.      Each carries 15 marks.                      (3×15=45)

 

17. As a marketing professional focus on the role of pricing in influencing the

decisions of tourists.

18. What is tourism planning? What are the various steps involved in it?
19. Define Market Segmentation. Citing the bases, evaluate its importance in Tourism.
20. Apply the five major tools in the marketing communication mix to hospitality or travel company by showing how a company can use all these tools.
21. Discuss how you think technology will change distribution channels in the hospitality and travel industries over the next five years.

 

SECTION – D

 

1. IV) Case study- Compulsory questions.    (15 marks)

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1. John S. and her husband are planning a vacation to a destination about which they know very little. They have seen an exciting ad for this area in a travel magazine. They respond to the ad, and subsequently they receive a group of fascinating brochures describing all the attractions, accommodations, climate, shops & other allures. In the same magazine they saw an ad for an airline that serves this destination, including an 800 telephone number for reservations.

Why should they seek the help of a travel agency? Justify

 

1. Nathan M. is the local managing director of a tour company specializing in ecotourism. His company operates big–game and bird photo safaris in Tanzania. He has decided that his firm would be more socially responsible if his tours (by mini bus) would obtain practically all needs from local sources.

Give some examples of how he might do this and describe the benefits that would accrue locally. (When discussing, include both economic & social benefits)

1. Your first assignment after joining as a tour company staff is to design a tour that would appeal to young singles. Obviously, you must create a tour that would probably motivate a market sufficiently large for your company to make a profit on it.

Identify the motivation(s) selected, then describe briefly your tour concept and the specific marketing elements you would feature in its promotion to reach this very promising market.