Concepts of Marketing in Tour and Tourism : Report
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Added on 2020-01-21
Concepts of Marketing in Tour and Tourism : Report
Added on 2020-01-21
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MARKETING INTRAVEL ANDTOURISM1
TABLE OF CONTENTSINTRODUCTION...............................................................................................................3TASK 1...............................................................................................................................3A). Discussing the core concepts of marketing and applying on a travel and tourismdestination......................................................................................................................3B). Analysing the marketing environment of London as a tourist destination andassessing its impact on the destinations........................................................................5C). Discussing the factors affecting the consumer motivation and demand for London........................................................................................................................................6D). Analysing the principles of market segmentation and discussing the usage of thisin marketing planning for London...................................................................................6TASK 2...............................................................................................................................8A). Analysing the importance of the strategic marketing planning for London anddiscussing the importance of marketing research in the planning process...................8B). Discussing the relevance of marketing research and market information to traveland tourism sector managers at London Tourism.........................................................8C). Assessing the positive and negative influence of marketing on the society...........9TASK 3...............................................................................................................................9A). Identifying the elements of marketing mix and discussing the issues of designingand developing marketing mix for the organization.......................................................9B). Assessing and discussing the importance of service sector mix elements...........10C). Applying and discussing the concept of 'total tour product'...................................10D). Assessing the integrated nature and role of the promotional mix with reference toExpedia.com.................................................................................................................11E). Planning and justifying an integrated promotional campaign for Expedia.com.....11CONCLUSION.................................................................................................................12REFERENCES............................................................................................................................132
INTRODUCTIONTourism refers to as the activity of travel for pleasure and also the practice of touring, abusiness of attracting, entertaining the visitors, accommodating the tourist and also the businessfor tour operators. Further, this sector is the most flourishing sector of world's economy. 10%GDP is contributed by this sector and this is considered as the highest segment whencompared to automation, financial service, health and social care sector, etc. Further, this sectorprovides highest employment opportunities and also the high possibility of developing totalrevenue and foreign exchange earnings (Stonehouse, Evans and Campbell, 2012). This reportdescribes the marketing of travel and tourism at Destination Consulting Company which aims topromote London. Along with that, marketing of Expedia.com have been done for conducting theactivity of travel and tourism. Moreover, the report describe the concepts and principles ofmarketing in travel and tourism sector. Furthermore, discussion has been made on the role ofmarketing as a management tool in travel and tourism. Along with that, the report covers therole of marketing mix and also the usage of promotional mix in the travel and tourism.TASK 1A). Discussing the core concepts of marketing and applying on a travel and tourism destinationCore concepts of marketing includes many aspects and major reason behind thelearning of these concepts is to identify the taste and preference of the visitors (Cioccarelli,Denicolai and Zucchella, 2010). Through this, appropriate products and services can be offeredto them in accordance with their preferences. The key core concepts of marketing have beendiscussed as follows:3
(Source: SRIVASTAVA, 2011)Needs, Wants & Demand: These concepts differ from customer to customer and toremain competitive and successful in the dynamic environment, it is essential forbusiness to realize the needs and preference of the consumers. Further, DestinationConsulting company is promoting the city London and prior to promote this city, it isimportant for the company to identify the needs and wants of the visitors (Morrison,2013). Moreover, then only the offerings can be promoted to them which can satisfy theirneeds and this is how the London can be promoted. Good & Services: When the need is identified by the organization then the firm candesign the goods and services for them. Further, it is to be identified by the companythat what London can offer such as products and services in order to satisfy the needsand wants of customers (Sharpley and Telfer, 2014).Value/Cost Satisfaction: It is ensured by the company that visitors of London getsvalue and cost satisfaction in terms of product and services against the price paid by thetourist. Moreover, value of services and products offered by London can be measuredbased on the customer satisfaction. 4Illustration 1: Core Concepts of Marketing
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