QUESTION 1

You are appointed as the Group Marketing Director of a renowned hotel group. Your task is to develop a business plan to attract sales and achieve an occupancy rate of 75%.

a. Discuss the geographical classification of markets as per the World Tourism Organisation?

b. Outline and explain your human resource planning approach?

c. Outline the different components of a marketing plan that you would gather data to achieve the targeted occupancy rate.

QUESTION 2

a. Distinguish between Advertising and Public Relation?

b. Discuss the methods adopted by a Public Relation company in promoting the image of a destination in the eyes of prospective consumers?

QUESTION 3

A. Outline the market players and their roles in the tourism business?

B. Critically analyse how the models of business communications illustrated below represent consumer behaviour?

AIDA Models ( Awareness , Interest, Desire and Action)

Howard-Seth Model

Maslow Hierarchy of Needs

Reference Groups

QUESTION 4

You are required to answer all questions under SHORT NOTES

1. Role of computer technology in tourism business

2. Air Access Policy and its impact on modern tourism

3. Managing Exhibitions and Trade Events