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Dthm 0244: Tourism Service Marketing Question Paper

Dthm 0244: Tourism Service Marketing

Course:Diploma In Tourism & Hotel Management

Institution: Chuka University question papers

Exam Year:2012

CHUKA UNIVERSITY

COLLEGE

UNIVERSITY EXAMINATIONS

SECOND YEAR EXAMINATION FOR THE AWARD OF
DIPLOMA IN TOURISM & HOTEL MANAGEMENT

DTHM 0244: TOURISM SERVICE MARKETING

STREAMS: DTHM TIME: 2 HOURS
DAY/DATE: TUESDAY 11/12/2012 11.30 A.M – 1.30 P.M.
INSTRUCTIONS:

Answer all Questions in Section A and choose any two Questions in Section B.

SECTION A:

1. Define Tourism marketing. [1 mark]

2. Distinguish between wants and needs. [2 marks]

3. State and briefly explain four of the marketing concept adopted in tourism service marketing. [4 marks]

4. Compare and contrast publicity with advertising. What are the benefits and drawbacks of each? [5 marks]

5. Define Public Relations and list four of its roles in the tourism service marketing.
[6 marks]

6. Tourism consumer will search for tangible elements to boost their confidence when buying tourism product. Explain four features adopted by hoteliers to boost customer confidence. [6 marks]

7. In the process of purchasing Tourism product, tourists are influenced by a number of characteristics. Briefly discuss. [6 marks]

SECTION B:

8. (a) As a Tourism Marketing Manager, describe how you will manage the challenge
that occurs in business due to the unique service characteristics. [10 marks]

(b) With the aid of a diagram explain how a restaurant operating in a busy uptown market can adopt the Boston Consulting Group, growth share matrix to evaluate their market growth rate. [10 marks]

9. (a) Briefly describe four functions played by distribution channels in the tourism
business. [8 marks]

(b) Tourism firm operates within controllable and uncontrollable environment. Broadly describe four company’s demographic environments. [12 marks]

10. (a) Tourism products are said to be like living things, they are born, grow and die.
With the aid of a diagram, explain the statement. [10 marks]

(b) Tourism firms will use the marketing objectives to determine pricing decisions.
Briefly explain five examples of marketing objectives. [10 marks]

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Dthm 0244: Tourism Service Marketing Question Paper

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