A comprehensive tourism management and marketing exam delves into the synergy between tourism and marketing strategies. It includes assessing students' proficiency in destination branding (+5), digital marketing for the tourism industry (+2), market segmentation and targeting (-3), pricing strategi...
TOM1BB1 2022 PAPER A
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QUESTION 1 [20 MARKS]
1.1 All offerings have different features, which can be grouped into three levels. Name
and describe the THREE levels of a tourism product/offering. (2x3=6)
1.2 Demonstrate the role and importance of branding for tourism organisations. (3)
1.3 List any ONE benefit of branding tourism offerings. (1)
1.4 The most crucial factor affecting price is the consumer’s perception of price. It is
essential that marketers strike a balance between too high and too low when making
pricing decisions. Using the figure below discuss the implication of price on service
quality levels in the tourism industry. (2x3=6)
1.5 Based on your tourism marketing knowledge you have acquired thus far, what is
the most effective way of evaluating the success of a pricing strategy? (1)
1.6 Perishability is one of the characteristics of tourism offering. What implication does
the perishability nature of tourism offerings have on pricing strategies? (1)
1.7 List ONE internal and ONE external factor that you should consider as a marketer
for a tourism organization. (2)
, TOM1BB1 2022 PAPER A
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QUESTION 2 [20 MARKS]
2.1 Explain the below advantages of digital marketing. (3)
2.1.1 Updated and changed easily. {1}
2.1.2 Fast and immediate responses for consumers. {1}
2.1.3 Digital marketing makes it possible for the 24/7 economy. {1}
2.2 There are four digital marketing domains, which are classified according to the
type of buyer and seller. Name and briefly explain the four digital marketing domains
with practical tourism-related examples. (4x3=12)
2.3 List any objective of sales promotion. (1)
2.4 Outline TWO advantages and TWO disadvantages of sales promotion. (2x2=4)
QUESTION 3 [30 MARKS]
3.1 Name and briefly describe the factors that influence the choices of distribution
channels in various sectors of the South African tourism industry. (2x3=6)
3.2 Discuss the impact of information and communications technology (ITC) in the
tourism industry? (4)
3.3 List the THREE benefits of marketing intermediaries for consumers. (3)
3.4 Clarify the differences between above-the-line, below-the-line and through-the-line
marketing. (3)
3.5 A manager of a tourism organisation has to approve a big advertising campaign to
gain a competitive advantage, she is sceptical about advertising agencies so she then
reaches out to you for advice, highlight to her the FOUR important advantages of
marketing agencies. (4)
3.6 Discuss the role of sponsorship in tourism marketing. (1)
3.7 What are the THREE objectives of marketing collateral? (3)
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