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Travel and Tourism Marketing > Exam Revision > Flashcards

Exam Revision Flashcards

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1
Q

Meaning of intangibility

A

Tourism product cannot be pretested or inspected before buying

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2
Q

Heterogeneity

A

Tourism is not a homogenous product - it’s supply differs considerably between each different product and market

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3
Q

Perishability

A

A service is fixed in time and space and has a fixed capacity in any one day. Service production should be understood as a capacity to produce, not a quantity of products

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4
Q

Rigidity

A

The more quantity the less the price (competition) and the less quantity the higher the price able to be charged

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5
Q

Immovability

A

Tourism is not taken to the consumer, the consumer is taken to it. Therefore information and ‘advice’ is important

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6
Q

Inseparability

A

The act of production and consumption is simultaneous

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7
Q

Seasonality

A

The fluctuations in demand due to seasons - winter, summer

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8
Q

Periodicity

A

The same as seasonality but within a shortened time span

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9
Q

Interdependence

A

Tourists combine several products in one, e.g. hotel and amusement park packages. Importance of destination/critical mass of attractions/activities, level of competition - tangible benefits of destination

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10
Q

What are the four P’s

A

Product, price, place and promotion

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11
Q

What is the meaning of placing

A

Also known as distribution, this is all the ‘points of sale’ that provide potential customers with access to tourist products

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12
Q

What is promotion?

A

Used to make the prospective customer aware of the products offered

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13
Q

What is the meaning of RTO? Provide an example

A

An RTO is a regional tourism organisation. An example of an RTO is ATEED (Auckland Tourism, Events and Economic Development).

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14
Q

What are stakeholders?

A

An individual or organisation with a legitimate interest in a given situation because it can be affected . by the organisations actions, objectives and policies.

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15
Q

Meaning of public sector

A

The part of the economy which is owned or controlled by the public, usually through government agencies

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16
Q

How can markets be segmented?

A

Geographic, demographic, behavioural and psychographic

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17
Q

Definition of promotion

A

about sending messages issued on behalf of a brand/product/service/idea aimed at informing or persuading the users of these things to try or buy

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18
Q

Define push strategy of promotion

A

Focuses on distribution outlets, urging them to sell to the tourist

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19
Q

In October 2011 new regulations were introduced for adventure tourism businesses in NZ. (PESTLE category)

A

Political/Legal

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20
Q

Air New Zealand has reduced its emissions by more than 140,000t C02 (PESTLE category)

A

Environmental

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21
Q

Fluctuation in the exchange rate with NZ dollar dropping (PESTLE category)

A

Economic

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22
Q

Creating a website for your tourism product with an online booking facility (PESTLE category)

A

Technological

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23
Q

The NZ Government signing the Trans-Pacific Partnership Agreement (TPPA) - (PESTLE category)

A

Political/Legal

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24
Q

The building of SH20A (motorway) which is the primary route to and from Auckland (PESTLE category)

A

Technological

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25
Q

Christchurch City Council introducing the Freedom Camping Bylaw 2015 (PESTLE category)

A

Political/Legal

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26
Q

Baby boomers (born between 1946-1964) with disposable income to spend on travel (PESTLE category)

A

Social

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27
Q

A gastrobug outbreak in Havelock North, Hawkes Bay, August 2016 - government had to intervene (PESTLE category)

A

Political

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28
Q

Name the top five markets Tourism New Zealand targets visitors from

A

Australia, China, United States, United Kingdom, Germany

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29
Q

What are the six sector markets?

A

Film tourism, special interest, backpacker, business events, cruise sector and premium

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30
Q

Discuss Tourism New Zealand’s association with Qualmark

A

Owned by Tourism NZ. It is a quality assurance programme

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31
Q

Define I-Site New Zealand

A

official visitor information network - can book activities, accommodation, transport, attractions - over 80 branches

32
Q

Who owns and manages the I-site brand?

A

Tourism New Zealand

33
Q

I-site visitors are an important part of the distribution channel for tourism businesses. As a potential tourist operator, provide one ‘tip’ you could do to engage with the iSite

A

Get to know your local iSite team, offer ‘famils’

34
Q

The performance of the service requires the active participation of the producer and the consumer together

A

Inseparability

35
Q

Tourism is not taken to the consumer, the consumer is taken to it.

A

Immovability

36
Q

Tourism is fundamentally a ‘service’ industry. it is an ‘intangible’ product that cannot be ‘pre-tested’ or inspected before purchase.

A

Intangibility

37
Q

The same as seasonality but within a shortened time span but weekends versus weekdays

A

Periodicity

38
Q

Tourists combine several products in one is known as

A

Interdependence

39
Q

Tourism is not a homogenous product - its supply differs considerably between each different product and market. Each person will have a different experience with the same product

A

Heterogeneity

40
Q

The more quantity the less the price (competition) and the less quantity the higher the price able to be charged (exclusivity)

A

Rigidity

41
Q

A service is fixed in time and space and has a fixed capacity on any one day

A

Perishability

42
Q

The Ministry of Business, Innovation and Employment sits within what sector?

A

The public sector

43
Q

Tourism New Zealand sits within what sector?

A

The public sector

44
Q

Tourism Industry Aotearoa sits within what sector?

A

The private sector

45
Q

___________ is New Zealand’s largest inbound tourism market

A

Australia

46
Q

___________ is New Zealand’s second largest inbound tourism market

A

China

47
Q

__________ is New Zealand’s third largest inbound tourism market

A

United States of America

48
Q

_________ product is the most basic level, what is the buyer really buying? Depending on the visitor, it might be cultural enrichment, a return to one’s roots, safe adventure, or even romance

A

Core

49
Q

____________ products are services or goods which must be present for the guest to use the core product

A

Facilitating

50
Q

____________ products are extra products offered which add value to the core product

A

Supporting

51
Q

___________ products are the additional consumer services and benefits built around the core product e.g. Accessibility, atmosphere

A

Augmented

52
Q

Kotler, Bowen, Makens and Baloglu (2017) provide four market segments

A

psychographic, demographic, behavioural and geographic

53
Q

The ___________ are the outside factors and forces that affect a company’s ability to develop and maintain successful transactions with its target customers

A

PESTLE

54
Q

A fluctuation in exchange rates is an example of an ________ force

A

external

55
Q

Labour Government policies are an example of a __________ force

A

politicał

56
Q

Destinations becoming unfashionable is an example of a ______________________ force

A

Socio-economic

57
Q

The internet is an example of a __________________ force

A

Technological

58
Q

Increasing pollution levels from tourism activities are an example of an _________________ force

A

Environmental

59
Q

The Chatham Islands markets itself as a _______________ and _______________ destination

A

Hunting, fishing

60
Q

Some examples of niche tourism are d_____, g__________, v_____________, m__________

A

dark, gastronomic, volunteer, medical

61
Q

The luxury lodge market targets the ______________ market

A

premium

62
Q

____________ is an example of special interest tourism

A

Golf

63
Q

Tourism New Zealand has identified how many key sectors?

A

Six (Film tourism, backpacker, special interest, cruise sector, business events, premium)

64
Q

ATEED is a ______________ ________________ _______________

A

Regional tourism organisation (RTO)

65
Q

What is a push strategy?

A

Focusing on distribution outlets, urging them to sell to the tourist

66
Q

What is a pull strategy?

A

focuses on generating demand

67
Q

Give example of push tactic

A

trade show, showrooms, negotiation with retailers to sell your product, efficient supply chain, packaging design to encourage purchase

68
Q

Example of pull tactic

A

advertising and mass media promotion, word of mouth referrals, customer relationship management

69
Q

Sales promotion example

A

2 for 1, buy 1 get 1 free

70
Q

Personal selling examples

A

window displays, internet, price discounts, flyers on bulletin boards and car windshields, free samples of product or service, promotional material, logos

71
Q

Define market segmentation

A

The process of dividing a total market into subgroups. Its purpose is to facilitate more cost-effective marketing - purpose-designed products

72
Q

Psychographic segmentation

A

social class, lifestyle, personality

73
Q

Definition of product

A

A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, places, organisations and ideas

74
Q

Definition of price

A

the published or negotiated terms of the exchange

75
Q

definition of promotion

A

used to make the prospective customer aware of the products offered

Travel and Tourism Marketing (1 decks)

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