Question 1:

a) Explain how the factors of intangibility and perishability affect tourism services and discuss their marketing implications.

b) Elaborate on two factors of the external marketing environment.

Question 2:

Using a tourism or hospitality organisation, explain the stages of the consumer-decision making process. You are also required to elaborate on the role played by marketers in order to influence consumer buying behaviour.

Question 3:

a) Explain the importance of delivering service quality for a 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 types of market segmentation methods that you think would be appropriate to be used by a hotel.

b) Describe the marketing concept in relation to the tourism and hospitality sector.