Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Travel and Tourism Management (BTTM)
Course Description
:This course introduces students to the fundamental concepts, strategies, and techniques of marketing as applied to the tourism and hospitality industry. It equips them with tools and techniques for applying these concepts in both national and global travel and tourism contexts
Course Objective
:This course aims to familiarize the student with basic concept of tourism marketing and equip them with tools and techniques for applications of these concepts in travel and tourism in national and global contexts. Course Description: This course introduces students to the fundamental concepts, strategies, and techniques of marketing as applied to the tourism and hospitality industry. It equips them with tools and techniques for applying these concepts in both national and global travel and tourism contexts
Course Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1. Introduction to Tourism Marketing
- Understanding the Marketplace and Consumer Needs [Needs, Wants and Demands
- Marketing Offers (Products/Services/Experiences)
- Value and Satisfaction
- Exchange, Transactions and Relationships
- Markets]
- Designing a Customer Driven Marketing Strategy [Selecting Customers to Serve
- Deciding on a Value Proposition]
- Definition and scope of tourism marketing, Special Features and Its Implications
- Importance of tourism marketing for destinations and businesses
- Evolution of tourism marketing trends
- Marketing Management Orientations / Marketing Philosophies / Marketing Concepts [Production, Product, Selling, Marketing, Societal Marketing Concepts]
- Holistic Marketing Concept:
- Meaning, Components and Importance
- Sales Vs Marketing
- The Marketing Process.
Unit 2. Understanding Tourism Consumer Behavior
- Consumer Behavior- Meaning, Model, Factors (Cultural, social, Personal and psychological) and Decision -Making Pr ocess
- The tourist as a consumer: motivations and factors influencing tourist behavior.
Unit 3. Designing Customer- Driven Marketing Strategy and Marketing Mix
- Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers
- Marketing Mix – Tradition 4 P’s and extended Ps of Service Industry (Tourism and Hospitality)
- Product, Services and Branding Strategies
- New Product Development and Product Life-Cycle Strategies
- Pricing Considerations and Strategies
- Marketing Channels / Distribution channels in the tourism industry
- Promotion Mix/ Integrated Marketing Communication in tourism (Advertising, Sales Promotion, Public Relations, Personal Selling and Direct Marketing) Profiling of Tourists.
Unit 4. New Dimensions of Marketing
- Marketing in the Digital Age (E -business, E -commerce and E -marketing
- Benefits and Buyers and Sellers)
- E-marketing Domains
- Impact of technology and artificial intelligence on tourism marketing
- Emerging trends in tourism marketing
- Search engine optimization (SEO) for tourism websites/ businesses
- Social media strategies, influencer marketing, and online reviews
- Marketing and Society: Social Responsibility and Marketing.
Unit 5. Destination Marketing & Marketing of Tourism Products/ Services
- Destination Marketing- Meaning & Role of Public and Private Sector
- Destination branding and positio ning
- Marketing strategies for different types of destinations (urban, rural, cultural, etc.) and Products (Hotels, Travel Agency, Airlines, etc.)
- Marketing of fairs and festivals / MICE/ Events
- Sustainable and responsible tourism marketing practices
Unit 5. Case Studies and Practical Applications
- Analyzing successful tourism marketing campaign(s)
- Group projects: Designing a tourism marketing mix plan for a specific destination, product or business
Suggested Readings:
Gary Armstrong, Philip Kotler and Geoffrey da Silva, Marketing: An Introduction (An Asian Perspective): Pearson Education Kotler, P. Bowen, J & Makens, J., Marketing for Tourism & Hospitality . New Delhi: Pearson Education