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Core Concepts of Marketing in Travel and Tourism

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Added on  2020-06-06

Core Concepts of Marketing in Travel and Tourism

   Added on 2020-06-06

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MARKETING IN TRAVELAND TOURISM
Core Concepts of Marketing in Travel and Tourism_1
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Core concepts of marketing in travel and tourism sector......................................................11.2 Impact of marketing environment of Scotland on the travel and tourism businesses anddestination itself..........................................................................................................................21.3 Explain factors affecting consumer motivation and demand in travel and tourism..............31.4 Analyse the market segmentation and its use in planning of marketing...............................4TASK 2............................................................................................................................................42.1 Importance of marketing planning in Visit Scotland ...........................................................42.2 Relevance of marketing research in travel and tourism sector..............................................52.3 Assess the influence of marketing on society.......................................................................6TASK 3............................................................................................................................................63.1 Explain the issue of product, price and place element in marketing mix.............................63.2 Importance of service sector mix elements to travel and tourism sector..............................73.3 Concept of total tourism product...........................................................................................7TASK 4............................................................................................................................................84.1 Integrated nature and role of promotional mix.....................................................................84.2 Promotional campaign..........................................................................................................8CONCLUSION................................................................................................................................8REFERENCES ...............................................................................................................................9
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INTRODUCTIONMarketing can be knows as the exchange of relations. It helps in satisfying the customers.The term marketing has been widely used in every sector and so, in travel and tourism industrytoo. Marketing is an activity through which firm becomes able to drive the best quality servicesto their customers (Buhalis and Foerste, 2015). It also helps in boosting the number of customersand generates sound revenue. Sound marketing activities provide assistance to travel and tourismindustry in order to have high customer satisfaction. In the recent scenario, travel and tourism isone of the largest and growing industries. Along with it this industry are found able to captureare interest of large number of customers whom are wanted to travel all over the world. Thisreport is based on travel and tourism marketing. The Edinburgh in Scotland is a destination forthis assignment. Other side report will be explained as a tour operator like Expedia. Com. Thereport covers concept of marketing for travel and tourism sector, some of the factors that makeeffect on consumer motivation is also covered. TASK 11.1 Core concepts of marketing in travel and tourism sectorIndustry of travel and tourism is the fastest growing sector in the entire world. Hencethere are so many types of concepts that can be applied by an firm in very effective manner. Thisis an activity that provides their assistance in order to running various process and also giveshelps in communicating delivering and exchanging different services and product to thecustomers of the business and tries to satisfying their needs and wants on appropriate way.Concept of marketing facilitates organisation in order to addressing some of problems and issuesof marketing that may makes hurdles in improving the sales and production of the venture. Visit Scotland is an Scottish tourist board, or a national tourism agency in Scotland.Which is a public body in Scotland and had office in Edinburgh and London or other parts ofScotland. The research is going for tourism destination and in purpose of making marketingstrategy. trainee of Visit Scotland will search out the needs of customers for Edinburgh Scotland.Hence Edinburgh is a capital of Scotland and have various type of destination for that customerswill be curious (Garín-Muñoz and Pérez-Amaral, 2011). Some of marketing concept that shares relation with tourism industry and givesassistance in order to promote the destination such as Edinburgh Scotland.1
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Quantity, satisfaction and choice: in purpose of promotion of the destination Edinburgh,firm needs to offer better quality services to their customers which grab their demandand wishes. Satisfied customers are success key for travel and tourism industry. Products and services: it is necessary for tourism company to defined consumer's wishesand accordance with they needs to provides services. Like if some person wishes to moveform Edinburgh so this is the responsibility of the service provider to gives them betterassistance through which they costumer will be happy and promotion of the destinationwill be happen (Godall and Ashworth, 2013). Dealing, transaction and relationship:when individuals are going to have some specificservices for their tourism company then wants to main entire costing of their entire visitform firm it can be know as exchange. 1.2 Marketing environment of Scotland of travel and tourism businesses and destination itself.External environment will be able to make direct effect on the working of business intourism industry. Visit Scotland is a tourism board in Scotland so that it may create controls overboth type of environmental factor. Marketing environment can be divide in two parts likeinternal or external factor. Where internal factors are present within the organisation of VisitScotland or the destination of Scotland and external factor are those whom are come fromoutside of the firm but they makes larger impact on the business or organisation. Marketingstructure in Scotland is bit different apart from other nations. Internal, micro and macroenvironment which creates impact on the process of marketing:Micro environment: These are the internal factors. Some of elements in Visit Scotland are aslike:Consumers: They are an important part of organisation in order to have growth throughgenerating sufficient revenue form visitors are coming to Scotland as A tourist (Goeldner andRitchie, 2011). Travellers are looking out for those destinations where they will get soundsatisfaction in spending less money or in reasonable price. The firm needs to concentrate on thewishes of travellers for Scotland for improving the level of satisfaction of their customers. Competitors: Some of the rivals are always there for company who are engaged in samekind of business activities so they can affect process of the firm. It is needed to define thepolicies and marketing strategies of competitors which help action more effective as the VisitScotland has so many competitor in tourism industry.2
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