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Unit 1 - Investigating Leisure and Tourism

  • What is leisure and tourism?
  • The leisure industry and its facilities
  • How does transport affect leisure and tourism activities?
Marketing in Leisure and Tourism
What is marketing research?
Marketing research is the tool used to identify the current and future needs of existing and potential customers
What marketing research methods are available to leisure and tourism organisation?

There are a range of marketing research methods available to leisure and tourism organisations. These include:


Postal Surveys involve sending out questionnaires to to people.

Advantages

  • Relatively cheap
  • People can complete them in their own time

Disadvantages:

  • Return rate is low

Telephone Surveys involve telephoning people and completing questionnaires.

Advantages

  • Results are instant
  • Cheaper than other methods of marketing research (though not postal)

Disadvantages

  • People are not prepared to stay on the telephone for a long time
  • Easy for people to say no
  • Interviewer cannot see person on the other end of the phone - cannot read body language etc.

Personal Surveys are when interviewers ask respondents questions face to face.

Advantages

  • A person is more likely to take part if they are asked face to face

Disadvantages

  • People can rush their answers
  • Very personal - some people may be less likely to tell the truth

Observation is when market researchers watch how people use and react to an organisation's products or services.

Advantages

  • Gather in-depth information about people

Disadvantages

  • Expensive as many people are needed
 

Unit 2 - Marketing in Leisure and Tourism

 

Unit 3 - Exploring Customer Service

  • Why is customer service important?
  • Presenting yourself to the customer
  • Customers and their needs
  • Customer care