Republic of the Philippines

Laguna State Polytechnic University

Province of Laguna
ISO 9001:2015 Certified
Level I Institutionally Accredited

LSPU Self-Paced Learning Module (SLM)

Course TOURISM AND HOSPITALITY MARKETING

Sem/AY First Semester/AY 2024-2025

Module No. 3
Title The Future of Tourism and Hospitality Marketing
Week Duration 11-17
Date October 28, 2024- December 13, 2024
This module describes the lessons focusing on the future of tourism and hospitality marketing.
Description Topics will cover discussions on:
of the - Digital Marketing
- Destination Branding and Marketing
Lesson
- Marketing Plan

Learning Outcomes
Students should be able to meet the following intended learning outcomes:
Intended • Define digital marketing and its contribution in the promotion of tourism and hospitality
Learning products.
• Identify the different destination branding strategies that can be adopted by tourism and
Outcomes hospitality enterprises.
• Describe the different aspects of a Marketing Plan.

At the end of the lesson, students should be able to:

Targets/ • Explain the concept of digital marketing and its contribution in the promotion of tourism
and hospitality products.
Objectives
• Describe the different destination branding strategies that can be adopted by tourism
and hospitality enterprises.
• Create a Marketing Plan.

Student Learning Strategies

A. Discussion
Onsite discussions will happen on October 28, 2024- December 13, 2024, as
scheduled.

B. Learning Guide Questions:

Activities
1. What is Digital Marketing?
2. What are the contributions of Digital Marketing in the promotion of tourism and
hospitality products?
3. What are the different destination branding strategies that can be adopted by
tourism and hospitality enterprises?
4. What is Marketing Plan?
5. What are the components of a Marketing Plan?

LSPU SELF-PACED LEARNING MODULE: TOURISM AND HOSPITALITY MARKETING

Prepared by: ESMERALDA S. ALHAMBRA PhD.
 Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
ISO 9001:2015 Certified
Level I Institutionally Accredited

LECTURE GUIDE

Digital Marketing

What is Digital Marketing?

• Any marketing that uses electronic devices and can be used by marketing
specialists to convey promotional messaging and measure its impact through
your customer journey.
• In practice, digital marketing typically refers to marketing campaigns that
appear on a computer, phone, tablet, or other device.
• It can take many forms, including online video, display ads, search engine
marketing, paid social ads and social media posts.
• Digital marketing is often compared to “traditional marketing” such as
magazine ads, billboards, and direct mail.
• Oddly, television is usually lumped in with traditional marketing.

Why is digital marketing important?

• Any type of marketing can help your business thrive. However, digital
marketing has become increasingly important because of how accessible digital
channels are. In fact, there were 5 billion internet users globally in April 2022
alone.
• From social media to text messages, there are many ways to use digital
marketing tactics in order to communicate with your target audience.
Activities Additionally, digital marketing has minimal upfront costs, making it a cost-
effective marketing technique for small businesses.

Types of Digital Marketing

1. Search engine optimization
- Search engine optimization, or SEO, is technically a marketing tool rather than
a form of marketing in itself. The Balance defines it as “the art and science of
making web pages attractive to search engines.”
- The goal is to rank on the first page of a search engine’s result page. This ensures
that those searching for a specific query related to your brand can easily find
your products or services. While there are many search engines, digital
marketers often focus on Google since it's a global leader in the search engine
market.

2. Content Marketing
• a type of marketing that involves the creation and sharing of online material
(such as videos, blogs, and social media posts) that does not explicitly promote
a brand but is intended to stimulate interest in its products or services.
• As in any marketing strategy, the goal of content marketing is to attract leads
that ultimately convert into customers. But it does so differently than traditional
advertising. Instead of enticing prospects with potential value from a product
or service, it offers value for free in the form of written material, such as:
a. Blog posts
b. E-books
c. Newsletters
d. Video or audio transcripts
e. Whitepapers
LSPU SELF-PACED LEARNING MODULE: TOURISM AND HOSPITALITY MARKETING
Prepared by: ESMERALDA S. ALHAMBRA PhD.
 Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
ISO 9001:2015 Certified
Level I Institutionally Accredited

f. Infographics
g. Content marketing matters

3. Social Media Marketing

• Social media marketing means driving traffic and brand awareness by engaging
people in discussion online. You can use social media marketing to highlight
your brand, products, services, culture, and more. With billions of people
spending their time engaging on social media platforms, focusing on social
media marketing can be worthwhile.

Popular Social Media Channels

• As of 2021, the following social media channels have penetrated the world:
1. Facebook- most widely used in the world with 2.7 billion active users.
2. YouTube- with 2.2 billion users (90% are 18-44 years old)
3. Instant Messaging Apps (WhatsApp and FB Messenger with 2 billion users and
1.3 users, respectively)
4. Instagram – has 1.221 billion users.
5. TikTok- has over 689 million users in 150 countries (as of February 2020) with
850 million active daily users, 60% GenZ.
6. LinkedIn has 675 million users as of February 2020, almost half of which are
active users with mostly millennial users.
• When using these social media channels, be prepared to deal with direct
customer feedback which may either be positive or negative.
• The downside of social media is that customers will talk.
• Censorship may be seen as an intrusion and a violation of the very nature of
social media.

4. Travel Websites
- A travel website is a consolidation of different travel products. It brings together
a varied range of travel products so that potential customers can just go to one
site.
- The customers can compare rates, features and facilities of different
establishments. They also contain comments made by customers who have
availed of the product.

TopTenReviews.com assessed online travel websites based on booking options, ease of

use/support, additional features and resources and came up with the following ranking:

a) Orbitz
b) CheapTickets
c) Priceline
d) CheapOair
e) Travelocity
f) OneTravel
g) Expedia
h) AirGorilla
i) Hotwire
j) Kayak

LSPU SELF-PACED LEARNING MODULE: TOURISM AND HOSPITALITY MARKETING

Prepared by: ESMERALDA S. ALHAMBRA PhD.
 Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
ISO 9001:2015 Certified
Level I Institutionally Accredited

5. Influencers
- An influencer is a celebrity, public figure, or content creator with an organic and
engaged audience. Influencer marketing leverages the credibility of a popular
content creator to promote your brand through paid endorsements and
recommendations.
- Partnering with influencers gives you direct access to a segment of prospects
that need and want to buy your product.

Limitations of the Internet

1. Digital divide – information is available only to those who have access to it

2. Information overload – difficulty in finding specific information since the
internet offers a rich universe of information.
3. Speed – information is available almost instantaneously.
4. Security – the perception that the web is unsecure, and that personal
information might be used wrongly.
5. Credibility of Information – since everyone can upload information.
6. Intellectual property and copyright issues – plagiarism and copyright
infringements are rampant.
7. Trustworthiness – consumers are hesitant to make online payments due to
trust issues.

Advantages of Using the Internet

1. Global Market Reach – available to potential customers worldwide

2. 24/7 nature – accessible anytime
3. Multimedia Nature – the use of full colored photos and videos at minimal costs
instead of printed materials helps maximize one’s resources.
4. Lower Costs – cost of putting up and maintaining website is cheap.
5. Interactivity – internet allows for high interaction.

Difference Between Traditional Marketing and Digital Marketing

The future of Digital Marketing is promising…

1. It is a game changer. The rule of the game has changed with the advent of the
digital era.

LSPU SELF-PACED LEARNING MODULE: TOURISM AND HOSPITALITY MARKETING

Prepared by: ESMERALDA S. ALHAMBRA PhD.
 Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
ISO 9001:2015 Certified
Level I Institutionally Accredited

2. It is a great equalizer. Small companies can have an online presence as large as

a multimillion-peso company.
3. It transcends time and space. Businesses now can reach more people in less time
and distance.

Destination Branding and Marketing

Destinations as Brands

Destination- being a place that people will make a special trip to visit.
- Destinations have become the world’s biggest brands. Popular destinations
such as France and United States have established themselves as must-see
destinations that are in every tourist’s bucket list of places to see.
- Destinations offer an amalgamation of tourism products and services that are
consumed under the brand name of the destination, providing tourists with an
integrated experience.
- It is a place where people would want to travel to with specific images, features,
and characteristics in mind as perceived from external and internal sources.

Branding
- Is the process of creating a slogan from a message and then designing a symbol
or logo that together will communicate to potential visitors the image of the city,
along with the features, benefits, and values it has to offer.
- It is about establishing the identity of a tourism offering in the minds of
consumers or visitors.
- Benefits:
1. Builds awareness.
2. Encourages repeat visits.

Strategies for Promoting Destinations

1. Film Tourism
2. Celebrity endorsement
3. Hosting of Mega Events
4. Participation in Trade Fairs
5. Catchy Promotional Gimmicks
6. TV, radio, and internet commercials

Film-Induced Tourism

• Refers to the visitation of sited where movies and television programs have
been filmed as well as tours to production studios and film-related theme parks.
• Recently, there has been a surge of interest in research that deal with how films
influence destination image and choice among their audience as well as its
socio-economic impact on the place. Films and TV series shot on location have
piqued the interest and desire of viewers to visit the destination.
• The New Zealand Tourism Board estimated that the exposure of New Zealand
in the Film “Lord of the Rings” was worth over $41million (New Zealand
Institute of Economic Research 2002).
• There was a 40% increase in tourist arrival soon after the film was shown which
contributed to a $580 million boost to New Zealand’s economy.
LSPU SELF-PACED LEARNING MODULE: TOURISM AND HOSPITALITY MARKETING
Prepared by: ESMERALDA S. ALHAMBRA PhD.
 Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
ISO 9001:2015 Certified
Level I Institutionally Accredited

Strategies for Attracting Visitors

1. Image Marketing
2. Attraction Marketing
3. Infrastructure Marketing
4. People Marketing

Image Marketing
• The perception people have of your business when they hear your company
name.
• A business's image is composed of an infinite variety of facts, events, personal
histories, advertising, and goals that work together to make an impression on
the public.

Attraction Marketing
• Improving an image through marketing communications efforts is not enough
to increase arrivals. Destinations need to invest in developing attractions, both
natural and man-made.
Example
• Bohol, after being severely hit by a 7.2 earthquake in October 2013 continue to
rise above the ruins and bounce back as one of the country’s most visited place.

Infrastructure Marketing
• Infrastructure plays a crucial role in the holistic development of the place.
• The most important infrastructure that should be set in place include streets,
highways, effective transport systems, airports and seaports, and
telecommunications networks.

People Marketing
• People marketing is centering the marketing message on its human resources
which includes the local's characteristics and culture.

Challenges of Destination Branding

1. Limited Budget
2. Politics
3. External environment
4. Destination product
5. Creating differentiation

Marketing Plan
A marketing plan serves as a practical, concise, and strategic tool for tourism
practitioners on future action plans that are carefully studied, taking into consideration
the status of the company and external forces that may propel or hinder the growth of
business.
Having a marketing plan though does not guarantee sales, but employing a well-
though-out and well-researched plan gives you a much better chance to capture a new
market and build long term relationships.

The right marketing plan identifies everything from:

• who your target market are;
LSPU SELF-PACED LEARNING MODULE: TOURISM AND HOSPITALITY MARKETING
Prepared by: ESMERALDA S. ALHAMBRA PhD.
 Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
ISO 9001:2015 Certified
Level I Institutionally Accredited

• how you will reach them;

• how you will retain your customers so that they repeatedly buy from you

Shoemaker et.al (2007) state that there are three key elements to a successful
marketing plan:
1. it is workable
2. it is realistic and flexible.
3. it has measurable and achievable goals

The Executive Summary

• The marketing plan starts with an executive summary.
• The goal of this is to give a brief and logical presentation of the contents of the
marketing plan.
• Provides adequate information that presents the objectives, strategies, and
budget of the company.
• It should be brief and simple using short sentences and paragraph.
• It is written with a “buy-in” strategy in mind.

I. Introduction
1. Current situation of the company
- Discusses the existing product lines, current distribution system, and
promotional strategies implemented to reach its actual sales targets.

2. Environmental factors
- Include promotions done by the local/regional/national tourism office,
development of airline routes and infrastructure, new tourist attractions in the
area, new convention etc.

3. Competitive analysis
- Information about the competitors and their activities

4. Marketing trends
- Information about marketing trends including product developments and
promotional strategies.

5. Market potential
- Creation of new demand through the introduction of new product

6. Marketing research findings

- Used to evaluate the external market and identify business opportunities.

II. Background of the Plan

- Reveals the background of why the marketing plan should be created.

1. Property needs analysis- includes an analysis of major profit areas of the

establishment to see where revenue can be maximized.
2. Strengths, weaknesses, opportunities, and threats (SWOT)-
3. Market positioning statement- includes how the company wants to differentiate
itself and its positioning in the marketplace.

LSPU SELF-PACED LEARNING MODULE: TOURISM AND HOSPITALITY MARKETING

Prepared by: ESMERALDA S. ALHAMBRA PhD.
 Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
ISO 9001:2015 Certified
Level I Institutionally Accredited

III. Objectives
- Should be quantitative and S-M-A-R-T

IV. Target Market

- Includes the primary, secondary, and new accounts.

V. Marketing Strategies
- Should include the pricing strategy, promotional mix, and the distribution
system.

VI. Timetable- should include specific activities based on the identified

marketing strategies, their expected time of roll-out, duration and person in
charge. It can be in the form of a Gantt chart which could be as simple as
this:

Person-
Activity in- Jan Feb Mar Apr May June July Aug
charge

VII. Budget
- The numerical representation of the marketing commitment
- The control mechanism that ensures that the marketing efforts yield the target
revenue within a specific period of time.

VIII. Conclusion
- This is a short reiteration of the salient points of the marketing plan.

OUTLINE OF THE MARKETING PLAN

Executive Summary
I. INTRODUCTION
II. BACKGROUND OF THE PLAN
III. OBJECTIVES
IV. TARGET MARKET
V. MARKETING STRATEGIES
1. Product
2. Price
3. Promotion
4. Distribution
VI. TIMETABLE
VII. BUDGET
VIII. CONCLUSION

LSPU SELF-PACED LEARNING MODULE: TOURISM AND HOSPITALITY MARKETING

Prepared by: ESMERALDA S. ALHAMBRA PhD.
 Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
ISO 9001:2015 Certified
Level I Institutionally Accredited

Engaging Activity
1. Watch video commercials of different Southeast Asian countries on YouTube.
Compare the Philippines “It’s More Fun in the Philippines” video with that of other
SEA countries. What is our competitive advantage?

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Performance Tasks

PT 1 (Individual)

Direction: Answer the following questions/statements as comprehensive as possible. Do not limit your
words.

1. In what ways can digital marketing be applied to tourism products?

2. With the presence of digital marketing, does it mean that traditional marketing tools be disregarded?
3. Can a company use digital marketing as its sole means to promote its product?

PT 2 (Individual)

Direction: Answer the following question/statement as comprehensive as possible. Do not limit your
words. Write a 500-word essay about the following question:

1. What are the factors that cause the Philippines to rank poorly compared to our Southeast Asian
neighbors? What can we do to improve our performance?

Understanding Directed Assess

Quizzes will be given every after each discussion. Long Test on the other hand will be conducted after
completing each module.

Learning Resources
- Bailey, U. (2019). Quality and consumer satisfaction in tourism. Ed-Tech press.
- Gatchalian-Badilla, M. (2021). Tourism and Hospitality Marketing. Rex Bookstore.
- Morrison, Alastair M. (2019). Marketing and managing tourism destinations. (2nd ed.). Routledge.
- Norris, Z. (2019). Tourism Concepts and Principles. United Kingdom
- 3G ELearning (2019). Customer service in travel and tourism. 3G E-Learning FZ LLC.
- 3G E-learning. (2019). 3G handy guide: sell tourism products and services. 3G E-Learning LLC
LSPU SELF-PACED LEARNING MODULE: TOURISM AND HOSPITALITY MARKETING
Prepared by: ESMERALDA S. ALHAMBRA PhD.
 Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
ISO 9001:2015 Certified
Level I Institutionally Accredited

RUBRICS

Answer to Guide Question Score

The answer shows a deep understanding of the ideas in the course materials. 5 7 10
They reflect an incisive analysis of theory, practice, and personal experience. 5 7 10
They are well supported by valid arguments, appropriate examples/illustrations/details, and
5 7 10
relevant personal experiences.
Reaction/Comments
The reactions/comments reflect understanding and analysis of the DB postings concerned. 1 3 5
They are reasonable and well supported by theory/practice/ personal experience/logical
1 3 5
examples/illustrations.
Timeliness

The postings are timely/up to date (i.e., contributed within the assigned schedule/time frame). 1 3 5

Organization and Mechanics

The postings are organized, clear, concise, and grammatically correct. 1 3 5
TOTAL /50

LSPU SELF-PACED LEARNING MODULE: TOURISM AND HOSPITALITY MARKETING

Prepared by: ESMERALDA S. ALHAMBRA PhD.