In light of the special nature and the service characteristics of the Hospitality and Tourism industry and ,
please discuss ONE of the following two topics

1. The marketing environment in which Hospitality and Tourism enterprises operate is multifaceted. Write a
critical review of the literature on this topic. Then, choose a company from the Hospitality and Tourism industry
and use your review of theories on the topic to assess this company’s ability to cope with and respond to the
marketing environment in which it operates. Please focus your assessment on the company’s marketing practices and
tactics.
OR
2. Hospitality and Tourism companies recognise that they cannot appeal to all customers in the marketplace.
Customers are too numerous, too widely scattered, and too varied in their needs and buying processes. The market
segmentation-targeting-positioning process is now more important than ever. Write a critical review of the
literature on this topic. Then, choose a company from the Hospitality and Tourism industry and use your review of
theories on the topic to assess this company’s strategy in terms of market segmentation and positioning. You can
aim your assessment at the company as a whole, at one of the company’s brands, or at a product/service/package
that the company recently introduced in the market.

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