Topics: Marketing, Marketing strategy, Market segmentation Pages: 85 (25778 words) Published: June 22, 2013
Manual on Elective III – Hospitality Marketing


Amy Tan, Ph.D. Eliza Ching-Yick Tse, Ph.D. Cynthia Ling Wong, M.S.

School of Hotel and Tourism Management The Chinese University of Hong Kong

Hospitality Marketing

Copyright © The Government of the Hong Kong Special Administrative Region All rights reserved. The copyright of this manual belongs to the Government of the Hong Kong Special Administrative Region. Commercial use is strictly prohibited. Offenders will be liable to legal responsibility. Schools need not apply for permission to copy this manual in whole or in part for non-profit making educational or research purposes. All other uses should gain prior permission in writing from the Government of the Hong Kong Special Administrative Region. Requests should be directed to the:

Education Bureau 13/F, Room 1319, Wu Chung House 213 Queen’s Road East, Wan Chai

Hong Kong


Hospitality Marketing


We would like to express our gratitude to the following organizations for giving us the permission to reprint some of the pictures and /or providing us with information for completing the curriculum support package: The Association of National Tourist Office Representatives in Hong Kong, ANTOR (HK) Centre for Food Safety, Food and Environmental Hygiene Department


Hospitality Marketing

A set of curriculum support package of tourism and hospitality learning and teaching materials is being developed by the Personal, Social and Humanities Education Section of Curriculum Development Institute, Education Bureau for the implementation of the senior secondary Tourism and Hospitality Studies curriculum in schools. The curriculum support package is comprised of eight manuals, and they are developed to broaden students’ knowledge of the eight different units of the Tourism and Hospitality Studies curriculum. The content of this manual – Hospitality Marketing, should enhance students’ understanding of the dynamic nature of the tourism and hospitality industry. In addition, the manual includes activities to deepen students’ understanding and help them to apply theories and concepts. Furthermore, students should be able to develop enquiry, problem-solving and decision-making skills through these activities.

All comments and suggestions related to this curriculum support package may be sent to:

Chief Curriculum Development Officer (PSHE) Personal, Social and Humanities Education Curriculum Development Institute Education Bureau 13/F, Room 1319, Wu Chung House 213 Queen’s Road East, Wan Chai Hong Kong

April 2009


Hospitality Marketing

Hospitality Marketing

CONTENTS Overview Unit 1: Services Marketing 1.1: The marketing concept Exercise 1 1.2: Product marketing vs. services marketing Exercise 2 Exercise 3 References Unit 2: The Marketing Plan

Page No. 1 2 2 4 5 10 10 11 12 13 17 19 24 29 30 34 34 35 39 39 41 47 55 70

2.1. Analyzing marketing opportunities and challenges: the macro-environment Exercise 4 2.2. Analyzing your markets: Consumer vs. business markets Exercise 5 Exercise 6 2.3. Market segmentation Exercise 7 Exercise 8 2.4. Conducting market research Exercise 9 Exercise 10 2.5. Marketing mix Exercise 11 Exercise 12 Exercise 13


Hospitality Marketing

2.6: The Promotional mix Exercise 14 References Unit 3: Electronic Marketing 3.1: Internet Marketing Exercise 15 Exercise 16 3.2: Database Marketing Exercise 17 References Glossary Written assignment

71 84 85 89 89 91 91 92 94 95 96 97


Hospitality Marketing

III. Hospitality Marketing Hospitality marketing is unique because it deals with the tangible product, like a bed in the hotel or food in the restaurant, but it also deals with the intangible aspects of the hospitality and tourism industry. It is about the experience in a trip and social status it brings eating in a fine-dining restaurant. Hospitality marketing is very critical in the success of any...

References: Students should note that all contents in this unit are based on the following sources: EquipAsia. (2008). Homepage. Retrieved June 11, 2008 from http:
Honigman, D
Soho Delivery. (2008). Homepage. Retrieved June 11, 2008 from http: Starbucks. (2008). Homepage. Retrieved June 11, 2008 from http:
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