Tourism & Hospitality Marketing

 Cultural Dance Show in Camiguin Islands

 Empanada Making Experience in Ilocos Region
 Cagayan de Oro Adventure Park
 Crystal Clear Water of White Island in Camiguin
 Batu Caves in Kuala Lumpur, Malaysia
 Tuasan Falls in Camiguin
 Ilocos Tour “Gastronomy Capital of the North”

Tourism Industry is key to economic growth

 As demonstrated in the diagram below, niche tourism can be

categorized as a macro (i.e. big) type of tourism. Within this,
several smaller tourism types can be identified. These are micro
forms of tourism.

Micro vs. Macro Tourism

The micro perspective focuses on the individual components or elements

within the industry, such as:

 The operations and management of a single hotel or restaurant.

 The experience and satisfaction of individual tourists or guests.
 The marketing and promotional activities of a specific tourism
business.
 This approach examines the industry at a granular level, looking at the
intricacies and dynamics within specific organizations, customer
segments, or service offerings.

In contrast, the macro perspective takes a broader, systemic view of

the tourism and hospitality industry. It considers:

 The overall trends, patterns, and economic impact of the

industry at a regional, national, or global level.
 The interdependencies and interactions between various
sectors, such as transportation, accommodation, food and
beverage, and entertainment

The role of government policies, infrastructure, and external

factors that influence the industry.

 The sociocultural and environmental implications of

tourism development.

The macro perspective seeks to understand the industry, identifying the

overarching drivers, challenges, and opportunities that shape the tourism
and hospitality landscape.

This approach is essential for policymakers, industry associations, and

strategic planners to develop comprehensive strategies and make informed
decisions considering the industry's broader context.

By combining both the micro and macro perspectives, tourism and

hospitality professionals can gain a more holistic understanding of the
industry, enabling them to make better-informed decisions.
Composition of the Philippine Tourism Industry

 Private Sectors
 Lodging
 Food and Beverage Industry
 Transportation Sector
 Attraction, Leisure and MICE Sector
 Travel Trade
 Government Sectors
 DOT
 TIEZA
 LGU
 Other National Government Units
 Financial Institutions
 Education and Training Institutions
 Tourism Organizations

Leading source countries of foreign tourist arrivals in the Philippines

in 2023(in 1,000s)

The Philippine Tourism Trends

Government Sectoral Bodies and their Functions

 Responsible for planning, programming, coordinating,

implementing, and regulating government agencies in the
development and promotion of the tourism industry, both
domestic and international perspective.
 “It shall instill in the Filipino the industry’s fundamental
importance in the generation of employment, investment, and
foreign exchange”. – Section 5, Tourism Act of 2009 (RA 9593)

Tourism Infrastructure and Enterprise Zone Authority (TIEZA)

 Was created on May 11, 1973 pursuant to Presidential Decree

No. 189 as amended by Presidential Decree No. 564 is
recognized as the TIEZA attached to the Department.
 Regulates and supervises the Tourism Enterprise Zone
(TEZ)
 Develop, manage, and supervise tourism infrastructure
projects in the country.

TIEZA composed of the following;

 PHILIPPINE TOURISM PROMOTIONS BOARD (PTPB)

  DPWH - Department of Public Works and Highways
 DENR - Department of Environment and Natural Resources
 DILG - Department of the Interior and Local Government
 Intramuros Administration (IA) – est. 1979 under PD #1616
 National Parks Development Committee (NPDC) – est. Jan. 14,
1963, executive order #30

Origin of DOT

 Presidential Decree No. 189 (May 11, 1973), organized the

Ministry of Tourism (MOT). Executive Order No. 120 (January
30, 1987), Reorganization Act of the Ministry of Tourism,
reorganized the MOT and provided for a Department of Tourism
under a presidential form of government
 Started as a private initiative to promote the Philippines as a major
travel destination, the Philippine Tourist & Travel Association
was organized in 1950.
 In 1973, President Ferdinand Marcos created a new cabinet-level
Department of Tourism (DOT) by splitting the Department of
Trade and Tourism into two separate departments. Included in the
new Department of Tourism were the newly created Philippine
Tourism Authority (PTA) and Philippine Convention Bureau
(PCB).
 The Department of Tourism was then renamed Ministry of
Tourism as a result of the shift in the form of government
pursuant to the enforcement of the 1973 Constitution.
 In 1998, the Department of Tourism assumed a prominent role in
the culmination of centennial celebration of the
country's independence from the Spanish Empire in 1898.
 In 2003, the Department of Tourism initiated one of its most
successful tourism promotion projects, WOW Philippines, under
Secretary Richard J. Gordon.
 The latest improvements in the tourism industry in the country
came about with the passage of Republic Act No. 9593 or the
"Tourism Act of 2009."
Organizational Structure of DOT

The department is headed by the Secretary of Tourism (Philippines),

with the following four undersecretaries and assistant secretaries.

 Undersecretary for Administration and Finance

 Undersecretary for Public Affairs, Communications & Special
Projects
 Undersecretary for Tourism Development Planning
 Undersecretary for Tourism Promotions
 Undersecretary for Tourism Regulation Coordination & Resource
Generations
 Assistant Secretary for Administration and Finance
 Assistant Secretary for Public Affairs, Communications and
Special Projects
 Assistant Secretary for Product and Market Development
 Assistant Secretary for Tourism Regulation Coordination &
Resource Generation for Metro Manila Cluster
 Assistant Secretary for Tourism Regulation Coordination &
Resource Generation for Luzon and Visayas

Agencies of the Department of Tourism

- Also known as the "DOT Family"

 Tourism Promotions Board (TPB)

 Intramuros Administration (IA)
 National Parks Development Committee (NPDC)
 Tourism Infrastructure and Enterprise Zone Authority (TIEZA),
formerly Philippine Tourism Authority (PTA)
 Duty-Free Philippines Corporation (DFPC)
 Nayong Pilipino Foundation (NPF)
 Philippine Retirement Authority (PRA)
 Philippine Commission on Sports Scuba Diving (PCSSD)
Evolution of Travel Characteristics

 Holiday still the number 1 main purpose of visitors in the

Philippines.
 Tourists are looking for more customized or specially designed
tours according to their needs.
 Increase in Repeat Visitors (through “positive word of mouth
publicity”
 Growth in the average daily expenditures in the last two years
 More spenders on shopping, accommodations and food and
beverage
 Source of information from friends and colleagues in business

What are the expectations of our guests / tourist from

Philippines?

- Memorable Experiences for their holidays

- Safe and Security in the destinations of their choice
- Value for Money
- Excellent Service from front liners
- Readily available communication and informative services
- Delicious and affordable food
- Interesting and affordable mode of transportation services
- Hospitality of Filipinos seen and felt

Reasons to Visit Philippines

- Warm Hospitality and Kindness of people

- Beautiful Scenarios and Beautiful beaches
 - Good Food, liquor and Fruits
- Have friends and relatives in the Philippines
- Sunny Weather
- English as a widely spoken language
- Quality of Entertainment and Performing Arts
- Good Place for Relaxation
- Plenty of business opportunities
- Inexpensive / Reasonable to spend holidays

Negative Impressions of Tourists in the Philippines

 Heavy Traffic
 Air and Water Pollution / dirty environment / poor road structure
and facilities
 Wide spread of poverty / beggars all around the place
 Dirty toilets or absence of toilets
 Crime incidents / Poor peace and order situations
 People always asking for tips
 Rainy / humid / bad weather
 Poor Airport Facilities and delay of flights
 Dishonest / Reckless taxi drivers

Top 10 of the World’s Popular Logo

2024

10. Target

 In 1962, Target first developed its famous company logo. Initially,

the organization’s name was clearly seen in three white and three
red circles. Only seven years later, the company began a popular
ad with the goal logo as an earring for a woman.
 “Target” be expressed than by a real target
 The color red in the company denotes passion and focus.
Tidiness, virtue, and well-being reflect White. Exploring the
company’s objective, the logo design colors fit well with the
organizational strategy and mission.
 9. Apple

 The world-famous logo! Well, it was not as neat as it was

first developed, in fact, the first logo of Apple in 1976 didn’t
look anything like the logo we recognize today. Initially, the
Apple logo was a fully condensed literal apple.
 Later, from 1977 to 1998, Apple also used its first color
display machine with the rainbow-colored logo style. But this
extravagant use of color gradually became bright chromium
and flat color of today’s world-famous logo edition.

8. Google

 In 1998 to signify the company’s name, Google developed its

original famous company logo using a default font. Until 2009,
when the organization changed colors and shades of the lettering
the logo remained largely unchanged.
 Google likes, as with Apple, to advertise how convenient it is to
the people who know and love the business. Since Google has
chosen a wordmark for its logo, color usage is very necessary.
Google wanted to make the logo look like primary colors.

7. FedEx

 The original FedEx logo, a simple blue wordmark in a blue

pattern, was first created in 1973. Who would’ve known there
would be a transition and FedX would go on to become one of the
most popular and famous logos of the world? The colors and
styles have evolved over the years. However, in 1994 the
organization launched the symbolic white arrow across the second
E and the second X, the mark which is now known.
 FedEx hid a white arrow from the last E and X, a sign of revs,
motion, and accuracy – a key element of a supply and services
brand.

6. LG (Life’s Good)
  In the LG brand famous logo, the emoji face is undoubtedly
wise. The LG letters fit the phrase “Healthy life,” and how can
those words live any better than a happy face? In addition, the G
is formed like an electronics company on the button, which is
quite suitable. It was smart.

5. Toyota

 Indeed, Toyota started its existence as “Toyoda,” named after its

founder. In 1936, the company held a public contest to create a
new potentially famous brand logo and rebranding it as the
Japanese term Toyota. In 1989 the present oval logo was
introduced.
 As its key brand color, Toyota uses red. A sense of culture,
friendliness, and resilience are all important features when selling
cars to the masses. So what’s silver or grey in that? It is
traditional, reliable, competent, and healthy while the metallic
polish adds high performance and appeal.

4. Mercedes Benz

 Over time, several car companies change their logos to grow with
design trends. However, the Mercedes-Benz star has been able to
remain an original emblem for more than a century. In 1909 the
company unveiled the star, and it is to this day still the core
feature of its famous company logo.
 Mercedes displays its famous brand logo without lettering on
many of its cars and publicity. The business will quickly tap into
the universal experience of customers with decades of brand
recognition. But the star itself has a lot of meaning: all three are
air, land, and sea — every section of the car industry.

3. Shell

 Perhaps you know Shell as a gasoline and fuel company. But back
in 1891, Shell started as a merchant specializing in the shipment
 of shells to the west. That’s the focus of attention. Shell
introduced its first emblem in 1900, a black-and-white seashell
painting.
 The picture of a shell has never since vanished from the famous
company logo even though the color reproduction of its different
facelifts was carried out in 1948. The new brand logo was
introduced in 1995 and is now used without text as an
independent symbol.

2. Coca-Cola

 The first black-and-white famous logo was created by Coca-Cola

in 1886. The logo changed over time, but the classical script
lettering remained essentially the same. By 1958, the company
officially featured the renowned red and white colors.
 A famous company logo that is more robust than Coca-Cola’s
might be difficult to find. Let’s take a minute here and appreciate
the concept of the emblem, which makes it without a doubt one of
the world’s most famous logos!

1. Nike

 The Nike “Swoosh.” Student Carolyn Davidson in graphic

design built this iconic and world famous brand logo in 1971 and
sold for just $35 to Nike co-founder Phil Knight.
 The goddess of victory, Nike in Greek mythology, influenced the
logo with its meaning. The swoosh represents Nike’s own brand
characteristics on the wing of the goddess.
 When you look at the Nike logo, what do you feel or see? The
velocity? Speed? Efficiency? Might? That is exactly what the
company wants you to experience, and all these features are
clearly and creatively conveyed by this revolutionary design.
 The Swoosh is also like a logo that means “yes,” a strengthening
and optimism sign.

Special Mentions;
  Apart from the timeless Coca-Cola logo, here are some other
famous company logos-
1. Mc Donalds
2. Amazon
3. Starbucks
4. Adidas
5. Cadbury

Marketing

Marketing has become a buzzword in the world of business when the

competition to gain market share began among businesses. Marketing has
evolved from simple trade to a production orientation, and to a sales
orientation.

Tourism is one of the leading industries of the future. Next to information

technology and telecommunications, tourism contributes largely in terms
of job generation and strengthening of economies. Tourism has become
one of the world’s largest and fastest growing industries.

Marketing for tourism and hospitality covers several levels, from the
tourism destination as the product itself, down to the specific tourism
products and services that a tourist should avail to complete the tourist
experience. These products include transportation (airline, cruise ship,
bus, etc.), accommodation (hotels, inns, apartelle, bed, and breakfast),
food and beverage (restaurants, catering, bars), attractions (amusement
parks, museums, zoos, marine sanctuaries, etc.), amenities, and souvenir
shops, among others.

UNIQUE CHARACTERISTICS OF THE TOURISM INDUSTRY

Unlike consumer products which can be availed off the shelf, tourism
products have unique characteristics that make their marketing and
promotions quite challenging.
Intangible- Tourism products cannot be touched, smelled, tasted, felt
nor heard prior to purchase. They cannot be subjected to prior scrutiny.
One cannot examine nor test them before purchase, unlike consumer
products which can be sampled.

Inseparable- The tourism product cannot be separated from the

consumer. When tourists avail of products and services, they have to
personally go to where the products are.

Variable- The tourism experience is likely to be different depending on

when the product is availed, who one is with, and how the service
providers deliver the service at the time of consumption.

Perishable- The tourism product is one of the most highly perishable

products. Perishability, as used in this context, refers to not being able to
forward inventory to the next day. Airline and restaurants seats, hotel
rooms, and function rooms are perishable products.

Perishable- The tourism product is one of the most highly perishable

products. Perishability, as used in this context, refers to not being able to
forward inventory to the next day. Airline and restaurants seats, hotel
rooms, and function rooms are perishable products.

Substitutable- Competition in the tourism industry is intensifying. With

new destinations emerging and competing in the global marketplace, one
destination can easily be substituted for another destination.

Tourism as a High Involvement Product

 Tourism products of high involvement mean that there is a greater

degree of thought or study involved prior to the purchase.
Purchase of expensive products is likely to go through a long and
detailed process of canvassing and comparing of brands,
suppliers, and product features. Consumers may find complex
products difficult to purchase. The unrepeatable nature of travel
makes it an “once-in-a-lifetime” purchase.
High Involvement vs Low Involvement

 High
- Expensive
- Complex
- Unreapeatable
 Low
- Inexpensive
- Simple
- Familiar

TOURISM MARKETING DEFINED

- Philip Kotler (2002) defines marketing as a social process by which

individuals and groups obtain what they need and want through creating
and exchanging products and value with others.

- Kotler, Bowens, and Makens (2010) define marketing as the art and
science of finding, retaining, and growing profitable customers.

Marketing as a management Process

 Marketing Information System

 Marketing Planning
 Planning Tactical Campaigns
 Marketing Operations
 Monitoring and Control

Core Marketing Functions

 Marketing Information Management

 Financing
 Pricing
 Promotion
  Product / Service manaegemnt
 Distribution
 Selling

Marketing Mix

- Kotler (2010) says that marketing facilitates the exchange process and
the development of relationship by carefully examining the needs and
wants of consumers, developing a product and service that satisfies these
needs, offering it at a certain price, making it available through a
particular place or channel of distribution, and developing a program of
promotion to create awareness and interest.