The Meaning of Marketing Communications in Travel & Tourism

Below are the correct statements defining marketing communications in travel and tourism, EXCEPT:

• Marketing communications forms a key aspect of the delivery of tourism and hospitality services.

• Marketing communication was defined as the provision of information to a defined competitors.

• Marketing communications is a great deal more than simply about advertising.

• Indeed marketing communications forms its own sub-field of study within the discipline of marketing.

Marketing communications’ planner and strategist needs to understand _______ , _______ and ________ consumers access information, how they respond and the means by which this process can be effectively managed.

• how

• where

• when

• why

Tourism and hospitality share many important services marketing characteristics which have an impact on the ways in which they are marketed to potential consumers.

• True

• False

Tourism and hospitality are said to be intangible services because it is not possible to experience the service prior to purchase.

• True

• False

__________ - difficulties in communication of abstract concepts of the services – such as ‘a good night’s rest’.

• Generality

• Non-searchability

• Impalpability

• Abstractness

____________ - difficulties in conveying distinctions between one organization’s service offer, such as ‘cabin service’, from another.

• Abstractness

• Non-searchability

• Generality

• Impalpability

___________ - the fact that customers cannot search the credentials of the organization or test the service prior to purchase, meaning they have to be taken on trust.

• Impalpability

• Abstractness

• Generality

• Non-searchability

____________ - refers to the problem of being able to imagine the physical experience and thus a need to convey an understanding and interpretation of the service in communications.

• Impalpability

• Abstractness

• Generality

• Non-searchability

Services are said to be ________________ since they cannot be stored or stockpiled to be sold at a later date.

• intangible

• perishable

• inseparability

• heterogeneity

The concept of _________________ refers to the fact that it is not possible to separate the point of production of the service

• intangible

• inseparability

• perishable

• heterogeneity