Services Marketing in Tourism and Hospitality

Course Description

The aim of this unit is to introduce learners to the role of services marketing techniques in the context of customer service within the tourism and hospitality industry. Learners will also be introduced to the principles of consumer behaviour and the marketing mix.

Course Objectives

The aim of this unit is to introduce learners to the role of services marketing techniques in the context of customer service within the tourism and hospitality industry. Learners will also be introduced to the principles of consumer behaviour and the marketing mix.

Key Topics

1. LO1: Understand the principles of services marketing in the tourism and hospitality industry.
2. LO2: Know about the components of the marketing mix.
3. LO3: Know about the principles of consumer behaviour in the tourism and hospitality industry.
4. LO4: Understand the nature and importance of customer service in the tourism and hospitality industry.

Course Outline

Learning Outcomes

1. LO1 Understand the principles of services marketing in the tourism and hospitality industry.
2. 1.1 Describe the role of services marketing in the tourism and hospitality industry.
3. 1.2 Discuss the services marketing approach in the tourism and hospitality industry.
4. 1.3 Describe the services marketing activities of tourism and hospitality businesses.
5. 1.4 Explain the impact of social media and digital communications on services marketing.
6. LO2 Know about the components of the marketing mix.
7. 2.1 Explain the 9P model of the extended marketing mix.
8. 2.2 Analyse the marketing mix of a selected tourism and hospitality business.
9. LO3 Know about the principles of consumer behaviour in the tourism and hospitality industry.
10. 3.1 Explain the main theories of consumer behaviour in the tourism and hospitality industry.
11. 3.2 Analyse contemporary trends in consumer behaviour in the tourism and hospitality industry.
12. 3.3 Explain how tourism and hospitality businesses have adapted to changes in consumer behaviour.
13. LO4 Understand the nature and importance of customer service in the tourism and hospitality industry.
14. 4.1 Define the characteristics of excellent customer service in the tourism and hospitality industry.
15. 4.2 Assess the relationship between customer service and business performance in the tourism and hospitality industry.
16. 4.3 Explain the importance of effective customer complaint management.