1 Introduction to the unit 1
1.1 What this unit is about 1
1.2 Outcomes 1
1.3 Unit structure 2
1.4 How to use these learning materials 2
1.5 Symbols used in this unit 2
2 Other resources required 7
3 Assessment information 9
3.1 How you will be assessed 9
3.2 When and where you will be assessed 9
3.3 What you have to achieve 10
3.4 Opportunities for reassessment 10
4 Section 1：Marketing in the hospitality industry 11
4.1 Introduction to this section 11
4.2 Assessment information for this section 12
4.3 An introduction to marketing 13
4.4 Features of hospitality marketing 17
4.5 Factors which influence hospitality marketing decisions 26
4.6 Changing marketing requirements 33
4.7 Summary of this section 36
4.8 Answers to SAQs 36
4.9 Answers to activities 38
5 Section 2：Application of marketing 43
5.1 Introduction to this section 43
5.2 Assessment information for this section 44
5.3 Market research 45
5.4 Six stages of a research study 51
5.5 Types of market research 57
5.6 Questionnaire design 65
5.7 Market analysis 70
5.8 Summary of this section 96
5.9 Answers to SAQs 96
5.10 Answers to activities 107
6 Section 3：Hospitality industry at national and local level 111
6.1 Introduction to this section 111
6.2 Assessment information for this section 112
6.3 What is economics? 113
6.4 How we use our income 118
6.5 Other factors that allow people to spend more on consumables 120
6.6 Tax and the British system 120
6.7 Purpose and synergy 140
6.8 Case study of the local area—Falkirk Wheel 144
6.9 The multiplier effect 148
6.10 Loch Lomond Shores 149
6.11 Summary of this section 160
6.12 Answers to activities 160
7 Glossary 165
8 Acknowledgements 179