Tourism Marketing

Wedi cwblhau'r modiwl dylai'r myfyrwyr fedru:

1. Critically evaluate applications of marketing within the tourism industry.
2. Explain and critically evaluate the role of marketing research in tourism.
3. Critically evaluate the role of segmentation in tourism.
4. Critically analyse and apply the marketing mix to the tourism industry.
5. Critically analyse and apply strategic marketing planning to tourism.​

This module details, through case studies, how marketing principles are applied within the tourism industry . It considers different elements of marketing such as segmentation, marketing research, the marketing mix and electronic marketing and through a range of detailed case studies evaluates how they are applied in practice. Examples of success and failure illustrate the importance of understanding the market, customers and of dev eloping the right products and services to meet customer needs. The module is delivered through interactive discursive lectures based around case study material. There are two visits to tourism destinations or attractions to illustrate practice in the field and to provide opportunity to talk to professionals involved in tourism marketing.

Tourism marketing and the marketing of tourism

Marketing planning for tourism

Segmentation in tourism marketing

The role of market and marketing research

The operation of the marketing mix in practice

The role of electronic marketing in tourism marketing

Destination marketing case study

Heritage marketing case study

Marketing in the airline industry case study

Nation state tourism marketing case study

Hospitality marketing case study

Mae'r modiwl hwn yn cydymffurfio a FfCChC Lefel 6