ROLE OF MARKETING IN TOURISM AND HOSPITALITY MANAGEMENT

Abstract

The multidisciplinary nature of tourism has succeeded in associating the growth, study and development of tourism with several subject areas such as management, history, geography, economics, marketing, sociology, etc. This development has created confusion in several areas which has impacted negatively in the study and practice of tourism including the faculty housing the department of hospitality and tourism management in Nigerian Polytechnics and Universities. This current study identifies the role that marketing plays in the practice of tourism and hospitality, to include influencing tourism demand, communicating value, attracting visitors to destinations, enhancing moment of truth, developing internal marketing strategy, tourism product development, building brand identity, delivering memorable touristic experiences, competitive positioning, foreign market entry strategies, promoting tourism sustainability, etc. The study therefore concluded that making marketing the focal point for tourism growth and development is the key to achieving tourism sustainability. The study implications in the context of academia, practitioner and policy are provided.