DON HONORIO VENTURA STATE UNIVERSITY

Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines

COLLEGE OF HOSPITALITY
ISO 9001: 2015
Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211
URL: http://dhvsu.edu.ph
QMS-Certified &TOURISM MANAGEMENT
DHVSU Main Campus, Villa de Bacolor, Pampanga
E-Mail Address: [email protected]

FLEX-OBEDIZED MODULE
TH MKTG – Tourism & Hospitality Marketing
Academic Year 2020-2021
First Semester

MODULE 1: Marketing for Hospitality & Tourism

I. DESCRIPTION

This chapter focuses on the introduction to the Marketing for Hospitality & Tourism Industry. It
manifests an overview of the core concepts and importance of Marketing in the industry. A brief history of
Travel will be introduced essential for the apprehension and appreciation of the students in the industry.

II. Objectives
Build appreciation the vital skills, knowledge and understanding in the subject that will equip students
with competencies that are needed to execute operational tasks and management function upon deployment.

III. Duration
The topic Marketing for Hospitality and Tourism will be tackled and completed on the second week of
the semester.

IV. Learning Contents

This chapter consists of the topic related to the Marketing for Hospitality and Tourism Industry. The
teacher leads a lecture-discussion on overview of the basic terms in Marketing (customer orientation, marketing
mix, uniqueness of tourism marketing, marketing orientation, marketing segmentation and product life cycle)
and the importance of Marketing in Tourism and Hospitality Industry. In addition, a brief introduction to the
history of Travel will be discussed.

1st Classification - The 3Ps (Paper, Pen, and Phone students)

2nd Classification – The 3Ns (Network-slow, Need Combi-modes, and Neutral students)
3rd Classification – The 3Ws (Willing, With Fast Internet Connection, and Wean-not students)

WHEN DID TRAVELLING STARTED?

To answer this question, let us go back in the early times before they discovered fire.

Trivia:
 Humans have been finding new ways to travel since time began, from early pilgrimages and voyages to
the age of air travel and landing on the moon. 

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 DON HONORIO VENTURA STATE UNIVERSITY
Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines
COLLEGE OF HOSPITALITY
ISO 9001: 2015
Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211
URL: http://dhvsu.edu.ph
QMS-Certified &TOURISM MANAGEMENT
DHVSU Main Campus, Villa de Bacolor, Pampanga
E-Mail Address: [email protected]

From this illustration you will have an idea on how travel began.

A Brief History of Travel

1. Human mind has an innate bent towards travel, Since the earliest stage of human evolution man has had
the desire to travel spurred by “the need of survival”.
• People lived by hunting, fishing and gathering wild plants.
• People travelled by foot and carried their infants and belongings strapped to their heads and
backs.
• Load too heavy for one person was strapped on a pole and carried by two people.
• Soon people learnt the value of dragging things on poles and sledges made of poles and raw
hide.

2. By 10,000 BC., people had lived as tribes and migrated from one place for the
proverbial “greener pasture” where they developed settlement. Middle-Eastern
tribes developed agriculture. They also domesticated many wild animals of
which horse, donkey, ox, cow and dog turned out to be the most useful for farm
work.
 Trading was developed which created the need for better
transportation.
 By developing harnesses, the domesticated animals were also used
to pull sledges for trade.

3. While trade was a good reason to travel, so was military movement. Military travel was made possible
by horse which was truly developed as a sturdy animal for travel over long distances.
 By 5000 BC., people began to develop water transportation. They built canoes, dugouts and rafts
and propelled them by paddle or poles used in rivers, streams and lakes.

4. The development of the wheel around 3000 B.C,.

 In Mesopotamia gave a major push to the
humankind when they developed carts pulled by
oxen and other mobile transport to carry people
and goods.
 Wheeled vehicles reached other civilizations
later – to India by 2500 B.C., to Europe by 1400
B.C,. And to China about 1300 B.C,. The first
spoke- wheels where developed mainly for
chariots of war, pulled by horses around 2000
B.C. and 1500 B.C

5. By 1000 B.C,.
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 DON HONORIO VENTURA STATE UNIVERSITY
Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines
COLLEGE OF HOSPITALITY
ISO 9001: 2015
Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211
URL: http://dhvsu.edu.ph
QMS-Certified &TOURISM MANAGEMENT
DHVSU Main Campus, Villa de Bacolor, Pampanga
E-Mail Address: [email protected]

 The Chinese had constructed roadways between cities and the Persians had done the same
around 500 B.C,. These “paved the way” for greater wheeled travel.
 Early communities saw wagons, carriages and chariots as mode of transportation for regular war
and trade.
 Alexander the Great in 300 B.C., propagated trade in his conquered territories from Persia to
Egypt from Macedonia to India.
 Roman had paved roads of 80,000 kilometers made of stone and gravel. These roads helped in
military travel and administrative chores in all their provinces
 Europe saw paved roads only after 1700 A.D,.

6. The Egyptians developed sailboats around 3200 B.C,.

Leading to trade between civilizations.
 By 3000 B.C,. The Egyptians developed sturdier
sailing vessels for conquest and exploration.
 The Phoenicians in 1000 B.C,. Were the first to
have merchant fleets trading with Spain.
 By 400 B.C,. The Greeks became a major power in
the Mediterranean, and expanded the trade started
by Phoenicians.

7. Another reason for early travel was the Olympic Games in 776 B.C,.
 In Olympia, Greece. The games, held every four years, brought athletes
from the vast Greek Empire to compete in various sports disciplines.
 The first modern Olympics were held in Athens, Greece, in 1896. The
man responsible for its rebirth was a Frenchman named Baron Pierre de
Coubertin, who presented the idea in 1894. His original thought was to
unveil the modern Games in 1900 in his native Paris, but delegates
from 34 countries were so fascinated with the concept that they
convinced him to move the Games up to 1896 and have Athens serve
as the first host.
 Travel for sports cannot be overlooked in those times, especially in
the perspective of how dramatically it has grown in modern times and the mass travel it entrails.

8. Religious travel grew strongly after the crucifixion of Christ. As Christianity spread
in Europe, so did religious travel.
 In the first century AD, one of the important providers of lodging places
for the pilgrims was the church.
 Church maintained hospices “religious lodging for pilgrims” monasteries
and hostels for the pilgrims during the middle ages.
 The Knight of Saint John of Jerusalem a.k.a Knights Hospitaller (1048
B.C.) established such lodgings to protect pilgrims travelling to Jerusalem.
In effect, the church operated the first “hotel chain” for religious travel.

9. The horse as a means of travel for was well established by the first millennium.
 Mongol hordes under Genghis Khan created the mightiest empire in history. With the use of vast
numbers of horsemen, they established an empire.
 They build roads to connect Russia with Persia(Iran) and Asia minor.
 It was the Mongols under Kublai Khan, grandson of Genghis khan who discovered that the Earth
was round while the Europeans believed it was flat.

10. During the late 1400 A.D,. And the 1500 A.D,.
 The development of the rudder triangular sails and the
mariner’s compass helped navigation and distant travel.
These enabled European explorers such as Christopher
Columbus, Ferdinand Magellan and Sir Francis Drake
make great ocean voyages to discover North and South
America(1492 A.D), Australia and New Zealand.

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 DON HONORIO VENTURA STATE UNIVERSITY
Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines
COLLEGE OF HOSPITALITY
ISO 9001: 2015
Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211
URL: http://dhvsu.edu.ph
QMS-Certified &TOURISM MANAGEMENT
DHVSU Main Campus, Villa de Bacolor, Pampanga
E-Mail Address: [email protected]

Overseas trade and travel due to mass emigration increased rapidly during the 1600’s with bigger
ships.

11. The industrial revolution in the 18th century gave a giant leap to travel.
 Steam engines developed by English inventors in 1700 A.D.,
not only powered steamships but also helped in creating other
modes of transportation such as locomotive, motor car and the
airplane in later years.
 The first commercially viable railroad began service in
England in 1825 A.D,. Steamboat in the US in 1807 A.D,. and
steam ships in 1800 A.D

12. The first steam car was invented in 1770 A.D,. By Nicolas Joseph Cugnot of France followed by the
automobiles with internal combustion engine by Jean Joseph Etienne Lenoir of France in 1860 A.D,.
Orville and Wilber Wright developed the airplane.
 This changed the way people travelled and paved the way for commercial air travel by 1919
A.D. It was not till the late 1950’s that we saw humankind making a giant leap into space paving
the way for permanent space travel in the 21st century.

Introduction of Marketing for Hospitality and Tourism

Today marketing isn’t simply a business function: it’s a philosophy, a way of thinking, and a way of
structuring your business and your mind.
 Marketing is much more than a new ad campaign.
 The task of a marketing is never to fool a customer or endanger the company’s image.
 Marketing’s task is to provide real value to targeted customers, motivate purchase and fulfill consumer
needs.
 Marketing more than any other business functions deals with customers.
 Creating customer value and satisfaction is at6 the heart of hospitality and tourism marketing.
 Nowadays, many successful companies have one thing in common: they are strongly customer focused
and heavily committed to marketing.
 The simplest definition of marketing: deliver customer satisfaction at a profit.

Customer Orientation
The purpose of a business is to create and maintain satisfied profitable customers.
 Customers are attracted and retained when their need are met.
The central goal of hospitality marketing is customer satisfaction leading to profit.

Hospitality Industry – is made up of those businesses that offers one or more of the following:
accommodation, prepared food and beverage service and/or entertainment.

Marketing – is the art and science of finding, retaining, and growing profitable customers.
- It consists of all those activities necessary to bring a product or service from the manufacturer
to the end user.
- These activities include:
1. The product and service itself.
2. The methods of distribution.
3. The methods of pricing.
4. The methods of promotion.
5. The methods of selling.

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 DON HONORIO VENTURA STATE UNIVERSITY
Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines
COLLEGE OF HOSPITALITY
ISO 9001: 2015
Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211
URL: http://dhvsu.edu.ph
QMS-Certified &TOURISM MANAGEMENT
DHVSU Main Campus, Villa de Bacolor, Pampanga
E-Mail Address: [email protected]

6. The form of advertisement.

- It is a management philosophy which, in the light of the tourist demand, makes it possible
through research, forecasting and selection to place tourism products on the market in line
with the organization’s purpose for greatest benefit. This definition suggests 3 things:
1. It shows that marketing balances the needs of the organization or destination
2. It emphasizes tourism research which leads to the selection of tourism demand.
3. The concept of the product life cycle and positioning are useful to stress the proper
placement of tourism products on the market and to suggest the suitable marketing policy
and strategies which result from that decision.

Marketing Mix – elements include product, price, promotion, and distribution. Sometimes distribution is called
place and the marketing situation facing a company.

Importance of Marketing
a. The entrances of corporate giants into the hospitality market and the marketing skills these companies
have brough to the industry have increased the importance of marketing in the industry.
b. Analysis predict that the hotel industry will consolidate in much the same way as the airline industry
has, with five or six major chains dominating the market. Such consolidation will create a market that is
highly competitive. The firms that survive this consolidation will be the ones that understands their
customers.
c. In response to growing competitive pressures, hotel chains are relying to the expertise of the directors.

Uniqueness of Tourism Marketing

1) Tourism is a service – intangible experience is being sold.
- Production and consumption take place at the same time.
- Tourism supply cannot be stored.
- Producers should effectively plan the proper amount of facilities and after developing them as
completely as possible.
2) Service provided is usually composed of several components.
Components of Tourism Services: (the degree of success of one component influences the
success of the other components.
- Transportation
- Lodging
- Food & Beverage
- Attractions
- Activities
3) Travel intermediaries are a necessity – are necessary to bridge the gap between the producer and the
tourist.
4) Travel Industry Marketing - successful marketing is highly dependent to the entire travel industry.

V. ASSESSMENT: Answer the following questions.

1. Provide a short description (from your own opinion) on how travel started?
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 DON HONORIO VENTURA STATE UNIVERSITY
Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines
COLLEGE OF HOSPITALITY
ISO 9001: 2015
Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211
URL: http://dhvsu.edu.ph
QMS-Certified &TOURISM MANAGEMENT
DHVSU Main Campus, Villa de Bacolor, Pampanga
E-Mail Address: [email protected]

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2. Why is it important to know the importance of marketing?

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3. Write your own perspective on the central goal of tourism and hospitality marketing.
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4. Describe your expectation with the subject?

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VI. REFERENCES:

Printed Materials:

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 DON HONORIO VENTURA STATE UNIVERSITY
Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines
COLLEGE OF HOSPITALITY
ISO 9001: 2015
Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211
URL: http://dhvsu.edu.ph
QMS-Certified &TOURISM MANAGEMENT
DHVSU Main Campus, Villa de Bacolor, Pampanga
E-Mail Address: [email protected]

1. Manzano, Ronald. Santos, Buen. Principles of Tourism 1. MaxCor Publishing House Inc. (2014).
ISBN 978-971-0167-42-5
2. Manzano, Ronald. Santos, Buen. Principles of Tourism II. MaxCor Publishing House Inc. (2014).
ISBN 978-971-0167-29-6
3. Wood, Megan Epler. Sustainable Tourism on a Finite Planet. Routledge Publishing, (2017). ISBN
978-113-8217-58-4

Online References:
https://sk.sagepub.com/books/hospitality-management-a-brief-introduction

Prepared and Submitted

by:

Faculty : MA. FATIMA M. DANGANAN

Email Address : [email protected]
Contact Number : +63975-767-6418
Consultation Hours : Day and Time (specific if online)__________________________

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