Part A
QUESTION 1
Service quality focuses on satisfying customers' needs in the moments of truth during service encounters where the customers form perceptions of the service delivered/received
(a) Discuss the importance of service quality for a Tourism or Hospitality organisation. Use relevant examples to support your answer
(b) Identify and explain the service quality dimensions using a Tourism or Hospitality organisation of your choice. Illustrate your answer with appropriate examples
QUESTION 2
An organisation needs to consider the marketing mix strategies in order to meet their customers' needs and requirements effectively. Using a Tourism or Hospitality organisation of your choice, critically discuss the importance and relevance of marketing mix strategies
QUESTION 3
Market segmentation is a process used in order to discover homogeneous subgroups in the market, according to specific characteristics of customers. Identify and critically discuss three types of market segmentations that you believe has being successfully adopted by any Tourism or Hospitality organisation of your choice
QUESTION 4
Critically discuss the effects of green marketing on the consumer purchasing behaviour within the Tourism and Hospitality sector. Use relevant examples to illustrate your answer
Part B
QUESTION 1
The rise of the internet has created several opportunities and challenges for tourism marketing. Discuss the benefits and drawbacks of internet marketing for the tourism industry
QUESTION 2
a) Explain the Ansoff Product-Market Expansion Grid and discuss its importance in strategic marketing planning. You are required to support your answer using examples from the tourism and hospitality industry
b) Elaborate on the Boston Consulting Group model and discuss its relevance in strategic marketing planning
QUESTION 3
Effective pricing strategies are essential for the success of any tourism organisation. Discuss six types of pricing strategies with relevant examples from the tourism/hospitality industry
QUESTION 4
Product in the tourism and hospitality industry has been defined differently by numerous researchers. Discuss the different components of the product that should be considered in order to remain competitive in the tourism and hospitality industry
QUESTION 5
Effective destination marketing is a key factor in attracting international tourists to Mauritius. Discuss the importance and contributions of the major promotional tools in successful destination marketing. Support your answer with relevant examples