MICRO PERSPECTIVE OF TOURISM AND HOSPITALITY
Destination Image and Influencing Factors
Destination Image is how tourists perceive a place before visiting.
Main influencer: Online reviews and social media posts
People rely on others’ shared experiences (e.g., photos, vlogs, reviews) to shape their expectations.
Key Concept: Perception shapes decision-making.
Market Segmentation in Tourism
Segmentation Variable: Psychographic
Focuses on lifestyle, values, and personality of tourists.
Example: Millennials seeking adventure and sustainability = lifestyle-based targeting.
Purpose: Understand motivations and tailor marketing strategies.
Core Product in Tourism
The core product is not physical — it’s the emotional or experiential benefit tourists receive.
Example: Relaxation, adventure, excitement, or cultural immersion.
Key Idea: Tourists buy experiences, not just services.
Tourist Motivation
Psychological motivation: Desire to escape stress, find peace, or gain mental well-being.
Other motivations include:
Cultural: Learn and experience new traditions
Physical: Rest, relaxation, or adventure
Prestige: Status or recognition from traveling
Motivation influences travel behavior and choices.
Evaluating Marketing Effectiveness
Tourism marketing success is measured through:
Visitor feedback surveys
Return visits
Concept: Marketing effectiveness — assesses how well campaigns meet objectives and satisfy tourists.
Focus on customer satisfaction and loyalty.
“Process” in the Tourism Marketing Mix
“Process” = How services are delivered from beginning to end.
Includes booking systems, check-in, tours, and after-service support.
Goal: Ensure smooth, consistent, and satisfying customer experiences.
Indicators of Successful Micro Tourism Marketing
Best indicator: Increased tourist arrivals and customer loyalty
Success is not just about low costs or ads, but sustainable growth and repeat visits.
Customer retention = key to profitability.
Consumer Behavior Analysis
Focus: Understanding why tourists choose certain travel options (e.g., staycations).
Helps marketers adapt offers to changing trends and preferences.
Consumer behavior studies guide marketing decisions and product design.
Purpose of Tourist Satisfaction Surveys
Primary goal: Monitor marketing success and identify improvement areas.
Helps measure service quality and effectiveness of promotional efforts.
Provides data-driven insights for decision-making.
Service Quality and Customer Experience
Exceeding expectations enhances tourist’s perception of service quality.
Positive experiences lead to word-of-mouth promotion and repeat visits.
Tour guides and staff behavior play a key role in shaping customer impressions.
Summary Keywords
Destination Image – tourist perception before visiting
Psychographic Segmentation – lifestyle and values
Core Product – emotional experience
Motivation – psychological, cultural, physical, prestige
Marketing Effectiveness – satisfaction and return rate
Process – service delivery method
Success Indicator – tourist arrivals and loyalty
Consumer Behavior – reasons behind tourist choices
Satisfaction Survey – monitors marketing performance
Service Quality – exceeding expectations = loyalty
OVERHEAD (20%)
P 19.25 X 0.20 = P3.85
PROFIT (30%)
(P19.25 + P3.85) X .30 = P6.92
TOTAL SELLING PRICE (PER SLICE)
P19.25 + P3.85 + P6.92 = P30.02 OR P30