• You will be assessed via submission of assignment. Your assignment should cover Assessment criteria under learning outcomes 1 to 4.

Word Count – 2500-3000 words.


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Indicative content

  • Marketing in the tourism and hospitality industries Introduction to market research
    • Introduction to consumer behaviour
    • Introduction to market segments in the tourism and hospitality industries
    • Introduction to services marketing
    • The 9P model of the extended marketing mix
    • Services marketing in the tourism and hospitality industries
    • The services marketing mix
    • Introduction to social media and digital communications in the tourism and hospitality industries
    • Current trends in tourism and hospitality consumer behaviour
    • Tourist typology theories
    • Describing the sectors of the tourism and hospitality industries
    • Introduction to customer service
    • Customer service in the tourism and hospitality industries
    • Principles of excellent customer service
    • Introduction to performance management
    • Managing complaints in tourism and hospitality organisations

Indicative Reading list

  • Holloway, C. (2004) Marketing for Tourism. London: FT Prentice Hall
  • Hudson, S. (2008) Tourism and Hospitality Marketing: A Global Perspective. London: Sage
  • Hudson, S. and Hudson, L. (2012) Customer Services in Tourism and Hospitality. London: Goodfellow
  • Morrisson, A. (2013) Marketing and Managing Tourism Destinations. London: Routledge


  • Current Issues in Tourism
    • Journal of Tourism Studies
    • Tourism Management
    • Journal of Travel and Tourism Marketing
    • Tourism and Hospitality Management


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