QUESTION 1

a) Tourism organisations strive to provide service quality to their customers. Explain the benefits that they receive in delivering service quality to external customers

b) Service quality is a concept which is extremely difficult to define even among researchers and quality gurus. Discuss

QUESTION 2

The marketing concept is a key element to the success of any tourism organisation. Discuss

QUESTION 3

Effective management of the service encounter is critical to the success of any tourism organisation. Discuss the management strategies that contribute to maximise the performance of front-line employees in the service encounter

QUESTION 4

a) Explain why it is important for marketers to understand the decision-making process of their consumers

b) Elaborate on the personal factors that affect the behaviour of consumers

QUESTION 5

a) Explain why market segmentation is important for tourism organisations

b) Explain why firms engage in positioning and the benefits that they gain from effective positioning