Question 1:
a) Explain how the factors of perishability and intangibility affect tourism services and discuss their marketing implications.
b) Elaborate on two factors of external marketing environment.
Question 2:
Using a tourism or hospitality organisation, describe the phases of the consumer-decision making process. You are also needed to elaborate on the role played by marketers in order to influence consumer purchasing behaviour.
Question 3:
a) Explain the significance of delivering service quality for tourism organisation.
b) Elaborate on the strengths and weaknesses of the SERVQUAL instrument to measure service quality in a tourism or hospitality organisation.
Question 4:
a) Elaborate on four (4) types of market segmentation methods which you think would be appropriate to be employed by a hotel.
b) Describe the marketing concept in relation to the tourism and hospitality sector.