Saturday, 21 November 2015 17:23

Tourism and Hospitality Marketing

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Additional Info

  • Type of Module/Course: Prescribed Core Module
  • Level of Module / Course: Postgraduate Course
  • Year of Study: 1
  • Semester: Fall
  • Number of credits allocated: 4,5
  • Number of teaching units: 3
  • Name of lecturer / lecturers: Evangelos Christou & Ourania Vitouladiti, Eleni Mavgragani
  • Content outline:
    This module aims at assisting students to understand the principle, philosophy and applications of tourism marketing. Tourism marketing is based on general marketing principles and practices but at an operational level it is adjusted to the needs of the tourism industry as well as to the special characteristics of tourism products; tourism marketing is examined both at a macro-level (or tourism destination level) and at micro-level (tourism enterprise level).
  • Learning outcomes:

    This module is aiming at the understanding of the principles and the concept of Tourism Marketing. After the completion of the module, a student will be in position to:

    • Explain the concept of marketing management and discuss the special characteristics of tourism marketing.
    • Describe the structure and the characteristics of the tourism supply and demand in relation to the marketing philosophy.
    • Use different methods for the identification of consumers’ needs and demands.
    • Discuss the main parameters that influence the buying behaviour of the consumers of tourism products and services.
    • Describe the process of market segmentation, segment targeting and product positioning.
    • Explain the principles of the tourism market research.
    • Analyse the concept, value and use of the marketing mix and draw comparisons between its elements.
    • Describe the role, function, objectives and strategies in relation to the tourism product.
    • Describe the role, function, objectives and strategies of pricing of the tourism product.
    • Describe the role, function, objectives and strategies in relation to the distribution of the tourism product.
    • Describe the role, function, objectives and strategies of the communication mix for a tourism organisation.
    • Analyse the techniques used in sales promotion, personal selling, advertising, merchandising and public relations.
  • Prerequisites:


  • Module Contents (Syllabus):

    Definition and principles of marketing. Philosophy and process of tourism marketing. Analysis of supply (structure and characteristics of the tourism industry). Analysis of demand (patterns of tourism and consumer behaviour). Buying decision process and consumer behaviour. Consumer psychology. Consumer needs, demands and wants (Maslow, Herzberg, and others). Market segmentation, targeting and positioning (S.T.P.). Competitor analysis. Principles of marketing research (primary and secondary sources, questionnaires, marketing information system). Marketing mix and the 4 Ps. Tourism product: product image, branding, brand loyalty, differentiation, product analysis, new product development (N.P.D.), product life cycle (P.L.C.), unique characteristics of the tourism product. Price: elasticity of demand, price flexibility, forces influencing the pricing decisions, price differentiation, pricing methods. Distribution: distribution channels, intermediaries, channel selection, intermediaries’ strategies. Communication & promotion mix: communication patterns, communication process, A.I.D.A. model, objectives and techniques of sales promotion, internal and external sales promotion, merchandising patterns, advertising objectives and strategies, development of advertising campaigns, objectives and techniques for public relations, organisation and objectives of personal selling.

  • Recommended Reading:

    Α) Principal Reference:
    • Kotler, P. (2000) Μάρκετινγκ Μάνατζμεντ: Ανάλυση, Σχεδιασμός, Υλοποίηση και Έλεγχος (9η έκδοση). Αθήνα: Εκδόσεις ΕΜΙ - Interbooks (ISBN: 960-390-084-02)
    • Kotler, P., Bowen, J.R. & Makens, J.C. (2002) Marketing for Hospitality and Tourism (3rd edition). Engelwood Cliffs: Prentice Hall (ISBN: 0-13-099611-4)
    Β) Additional References:
    • Ηγουμενάκης, Ι. (1996) Τουριστικό Μάρκετινγκ. Αθήνα: Εκδόσεις Interbooks (ISBN: 960-390-006-0).
    • Χρήστου, Ε. (1999) Έρευνα Τουριστικής Αγοράς. Αθήνα: Εκδόσεις Interbooks (ISBN: 960-390-046-Χ).
    • Holloway, R. (2003) Τουριστικό Μάρκετινγκ. Αθήνα: Εκδόσεις Κλειδάριθμος (ISBN: 960-209-511-3).
    • Morrison, A. (1999) Τουριστικό και Ταξιδιωτικό Μάρκετινγκ. Αθήνα: Εκδόσεις Έλλην (ISBN: 960-286-433-8).
    • Middleton, V.T..C. & Clarke, J.R. (2000) Marketing in Travel and Tourism. London: Butterworth-Heinemann (ISBN: 0750644710).
  • Learning activities and Teaching Methods:

    Lectures, personal and group assignments, use of real-life case studies.

  • Assessment/Grading Methods:
    • Assignments (30% of final marks).
    • Written examinations (70% of final marks).
  • Language of Instruction: Greek
  • Mode of delivery: Face to face
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