Marketing for Tourism and Hospitality Management Question Paper Example
MODULE: MARKETING FOR TOURISM AND HOSPITALITY I
Duration: 2 Hours
Instructions to Candidates:
1. 2. 3. 4. This paper consists of Sections A and B. Section A is compulsory. Answer any two questions from Section B. Total marks 100.
This question paper contains 5 questions and 3 pages.
Page 1 of 3
SECTION A: COMPULSORY QUESTION 1: (40 MARKS)
Assume you a front-line manager in a hotel. From this perspective,
a) explain the service encounter. (5 marks)
b) discuss methods which you would use in the service encounter to maximise the performance of the front-line employees in order to produce a consistent standard output.
(30 marks)
c) explain what you understand by boundary-spanning roles and explain potential conflicts that front-line employees may face as boundary-spanners. (5 marks)
SECTION B: ANSWER ANY TWO QUESTIONS QUESTION 2: (30 MARKS)
To remain competitive, organisations must adopt a marketing oriented approach and provide customers with value and satisfaction by developing a marketing mix tailored for each segment. Discuss.
QUESTION 3: (30 MARKS)
Assume that you are the manager of a tourism or hospitality organisation. In this context, a) elaborate on the importance of providing service quality to customers. (25 marks) b) explain why you would use the SERVQUAL instrument to measure service quality in your organisation. (5 marks)
Page 2 of 3
QUESTION 4: (30 MARKS)
The personal characteristics of the consumer have an important influence on the purchase decision. Discuss. (30 marks)
QUESTION 5: (30 MARKS)
a) Explain the supplementary services which are provided to customers when they purchase a tourism/hospitality product. (20 marks)
b) Elaborate on 3 variables that can be used to segment consumer markets. (10 marks)
***END OF QUESTION PAPER*** Page 3 of 3
Duration: 2 Hours
Instructions to Candidates:
1. 2. 3. 4. This paper consists of Sections A and B. Section A is compulsory. Answer any two questions from Section B. Total marks 100.
This question paper contains 5 questions and 3 pages.
Page 1 of 3
SECTION A: COMPULSORY QUESTION 1: (40 MARKS)
Assume you a front-line manager in a hotel. From this perspective,
a) explain the service encounter. (5 marks)
b) discuss methods which you would use in the service encounter to maximise the performance of the front-line employees in order to produce a consistent standard output.
(30 marks)
c) explain what you understand by boundary-spanning roles and explain potential conflicts that front-line employees may face as boundary-spanners. (5 marks)
SECTION B: ANSWER ANY TWO QUESTIONS QUESTION 2: (30 MARKS)
To remain competitive, organisations must adopt a marketing oriented approach and provide customers with value and satisfaction by developing a marketing mix tailored for each segment. Discuss.
QUESTION 3: (30 MARKS)
Assume that you are the manager of a tourism or hospitality organisation. In this context, a) elaborate on the importance of providing service quality to customers. (25 marks) b) explain why you would use the SERVQUAL instrument to measure service quality in your organisation. (5 marks)
Page 2 of 3
QUESTION 4: (30 MARKS)
The personal characteristics of the consumer have an important influence on the purchase decision. Discuss. (30 marks)
QUESTION 5: (30 MARKS)
a) Explain the supplementary services which are provided to customers when they purchase a tourism/hospitality product. (20 marks)
b) Elaborate on 3 variables that can be used to segment consumer markets. (10 marks)
***END OF QUESTION PAPER*** Page 3 of 3