QUESTION 1

Cut-throat tourism and hospitality organisations endeavour to deliver a high level of service excellence to their buyers. As a Marketing Manager of one of these organisations, you have been asked to assess the level of service superiority among your customers. In his context,

a) Classify a marketing research tool that you would use and intricate on the strengths and weaknesses of the instrument you have choosen.

b) Characterize the service quality and explain why it has become an chief issue in tourism and hospitality marketing.

QUESTION 2

The characteristics of services intensely impact on the delivery of tourism and hospitality products. Thrash out the strategies that you would use to organize the negative effects of inseparability and variability in the service encounter.

QUESTION 3

Relate the stages of the consumer decision-making process to your selection of a destination for your next holiday.

QUESTION 4

‘Market segmentation is a deliberate policy to make best use of market demand by directing marketing efforts at noteworthy sub-groups of consumers where geographic, demographic and psychographic variables are commonly used to segment markets.'

How far do you agree with this declaration in relation to market segmentation carried out in the tourism industry?

QUESTION 5

a) ‘Recovering from service failures requires assurance planning and clear guidelines from the part of an organisation. Effective service recovery should consequently be proactive, planned, trained and empowered.' Give details to which extent you agree with this statement.

b) Convoluted on the factors you would consider when designing service guarantees for tourism and hospitality organisations?