Digital Marketing for Tourism and Hospitality

This article discusses the importance and advantages of digital marketing in the tourism and hospitality industry. It explores the evaluation and auditing of a resort website and its target market. It also highlights the role of E-CRM activities in improving customer relationships.

Digital Marketing for Tourism and Hospitality
Name of the Student: Quan Nhat Pham
Student ID: 201963214
Submission date: 23 December 2018
Lecturer: Moinul Mustafa

1DIGITAL MARKETING OF QUALIA
Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
The Aim of the Site......................................................................................................................2
The Web Business Model............................................................................................................3
The Target Market.......................................................................................................................4
Issues Related to Consumer Behavior.........................................................................................4
The dynamic forces of the industry.............................................................................................5
Analysis of the Site......................................................................................................................6
E-CRM Activities............................................................................................................................7
Conclusion.......................................................................................................................................8
Reference list...................................................................................................................................9

2DIGITAL MARKETING OF QUALIA
Introduction
Recently it is observed that as the technologies is growing at a rapid rate, the majority of
the organization are taking the help of digital marketing for their business organization. It is seen
that the industry related to hospitality is using digital marketing in order to achieve position in
the competitive market. The use of digital marketing also helps the hospitality industry to gain
popularity in the market. The organization are modifying itself in two ways. Either the
organization are upgrading their existing strategies into digitalization or else they are completely
switching to the digital method of marketing. The importance and the advantages of the digital
marketing is the reason that almost all the organization are implementing it into their business
process (Järvinen & Karjaluoto, 2015). The advantages that digital marketing offers is that the
process is cost effective compared to the traditional method of marketing. The strategy of digital
marketing helps in strengthen the bond between the clients and the organization which helps the
organization in achieving better revenues. The report discusses about the evaluation and auditing
of the website related to marketing. The Qualia, Great Barrier Reef resort situated in Australia
deals with the methods. It also discusses the tools which are used to identify the target of the
market and make analysis on the bases of the information. The report will come to a conclusion
by giving an outline of the complete report and focusing on the important points.
Discussion
The Aim of the Site
The Qualia, Great Barrier Reef located in Whitsundays is one of the beautiful and
popular luxury resorts. The resort gives a beautiful view and one of the best experience place in
the world situated in the Hamilton Island, Queensland (Australia) (Qualia.com, 2018). It is

3DIGITAL MARKETING OF QUALIA
situated on an Island and gives a beautiful view of the Great Barrier Reef that helps in attracting
the tourists. The resort is an inheritance of an Australian family named the Oatley’s. The official
website of the Qualia resort is https://www.qualia.com.au/ . The aim of the website is to
convince the people visiting the website to have a visit to the resort and be their customers. The
company is one of the trusted service provider in the marketplace. The customers should not
miss the opportunities that is offered by the service provider. The website consists of beautiful
images of the resorts which helps in attracting more visitors. The resort website consists of all
the awards and affiliations in order to build the trust of the customers and to get the attention of
the customers (Karjaluoto, Mustonen & Ulkuniemi, 2015). The website gives an opportunity in
which the visitors and customers can give their feedbacks and post their queries related to the
place. The process of feedback helps in building customer relationship and achieving market
position.
The Web Business Model
The model used by the Qualia resort for their official is based on B2C electronic
commerce. The ecommerce can be defined as the point which needs the help of internet for
business purpose. It helps in conducting business on a global platform. It is the modern method
providing the opportunities to reach the targeted customers situated in every corner of the globe.
The old and traditional method is replaced with the new digitalized method which is cost
effective and can be tracked easily (Leeflang et al., 2014). With the help of ecommerce website it
becomes easy to access the markets round the globe. The website design gains the attraction of
the customers and the customers are satisfied when they are able to get the customer service 24
hours. The 24 hours service helps in attracting more number of customers. With the help of the

4DIGITAL MARKETING OF QUALIA
B2C model the relationship between the business organization and the users is maintained. The
customers can easily view all the discount related and extra facilities in the official website.
The Target Market
The main target of the official website of the Qualia resort are the Asia-Pacific regions
for example China, as these place comprises of travelers in huge amount that helped in the
growth of the hotel industry of Australia and helped in achieving maximum revenues. The
Qualia resort also targets the domestic market. The first target of the resort are the families, as
the families are known to make more trips compared to others. The next target is the millennial
who are interested and spends huge amount of money in traveling and visiting luxury
destinations. The young generations ate also on the target list as they occupy 20% of the
international based tourism. According to a survey it is observed that 44% of the people that
belong to the age group of 55 and above shows interest in travelling places consisting of the
natural beauty. The Qualia resort falls under the category of giving a wonderful natural view.
The reason behind it is that the older people can easily spend time and money for visiting luxury
hotels (Levy & Gvili, 2015). The travelers travelling for work related to business are also on the
target list. Due to the fact they do urgent booking and do not care about the expenses related to
travelling and booking of the hotels.
Issues Related to Consumer Behavior
With the advancement in the field of technology, there are number of problems
associated with it that need to face by the organization. The improvement for any organization
need to be based on something. For business organization the improvement is completely based
on consumer behavior. It is one of the vulnerable part and is easily distracted as the market
comprises of number of different options. Nowadays the consumers lacks patience and are

5DIGITAL MARKETING OF QUALIA
distracted in a short interval of time. The consumers are more powerful as they can easily access
the internet for comparing thing and then decide to make their decision. This problem is faced by
all the organization. In order to avoid this problem the Qualia resort need to maintain its quality
and services they are providing to their consumers.
The dynamic forces of the industry
With the help of Porter’s Five Force model the organization is able to analyze their in the
industry. The model serves as an important equipment in shaping the organization for the
competitive market. The Porter’s Five Forces comprises of five major components that are the
power of the suppliers and the buyers, threats from the substitutes present in the market, threat of
new entrants in the industry, and the presence of the competitors. The analysis of Qualia resort
which operates in the field of hospitality is as follows
Risk of New
Entrants
Risk of
Substitutes
Competition Power of the
buyers related to
bargaining
Power of the
suppliers related
to bargaining
It is observed that
the risk of new
entrants is
medium, as there
are lots of barriers
in entering the
industry. The
requirement of
initial setup is high
whereas the
process of digital
market is cost
effective.
The risk of
substitutes in the
industry is low as
the industry does
not have any direct
competition. The
fact is true that
people spends lots
of money for the
purpose of
travelling and
experiencing
luxury while they
are travelling
(Tiago &
Veríssimo, 2014).
The competition in
the hospitality
industry is high
due to the fact that
presence of hotels
and resorts are
spending money in
order to attract the
customers.
Longitude
131degree, Capella
Lodge, Park Hyatt
in Sydney is the
market leader in
the hospitality
industry.
The bargaining
power of the
consumer is low as
there are number
of similar options
available in the
market at the same
price and also at a
lower price. The
two key factor in
this industry is the
price and the time.
The power of the
suppliers related to
bargaining is low
as there are
number of
suppliers available
in the market
providing the same
service. The
quality is one of
the major factor in
this industry which
helps the
organization in
switching to other
industry if needed.

6DIGITAL MARKETING OF QUALIA
Image 1- Porter’s Five Force. Source – (Ryan, 2016)
Analysis of the Site
7Cs of Customers Interface
Image 2- 7Cs. Source – (Royle & Laing, 2014)
WebQual
1. The Quality of Information – The resort maintains the quality of the information. It provides
accurate, updated and correct information in its web page.
2. Functional Fit to Task – According to the reviews from the customers it is concluded that the
website is in demand and liked by the visitors.
Customization- It helps the
users by making their
preferences in the priority
list.
Commerce- There is
no inventories and
plays part of
facilitator
Communication-
Easy to communicate
with the service
providers round the
clock.
Community- Young
travelers, old aged
people, business
travelers
Connection- There is
connection between the
destination and the
related sites.
Context- The layout is
attractive, with different
function and easily
accessible.
Content – The method of
transaction is available,
rule setter and toll taker.

7DIGITAL MARKETING OF QUALIA
3. Tailored Communications –The users are satisfied with the communication process and able to
get assistance from the service provider all the time.
4. Trust – The information is stored and secured with the help of end to end encryption method.
5. Response Time –The service provider response within 24 hours.
6. Ease of Understanding – The language of the content is simple and understanding.
7. Intuitive Operations – The web page can be easily accessed with easy navigation.
8. Visual Appeal –The web page is attractive with the presence of different design, colors and
fonts.
9. Innovativeness – The website is unique due to the communication strategies followed by the
organization.
10. Emotional Appeal – The site is appealing in emotional ways and attracts customers.
11. Consistent Image – The website does not create conflict for the customer by providing
incompatible images which are already provided by the firm through other media platform
(Todor, 2016).
12. Online Completeness – All the transactions are made through the online mode of payment.
13. Relative Advantage – The advantages provided by the organization is better compared to the
similar organization providing the same service.
14. Customer Service – The customer service is excellent as the customer service provided is
regular and the queries are attended on daily basis with short interval of time.

8DIGITAL MARKETING OF QUALIA
E-CRM Activities
The Qualia resort is not only limited to the official website it is also present in different
social medium platforms like Facebook, Instagram. The website is created in a way that it can
manage the users’ profiles and maintain the required information in order to provide quality
service. The experience of the customer is multichannel and engaged in different activities like
data mining. The access to the website is easy and the visitors can easily navigate and search as
the website gives the facility of search on the front page of the website (Rowley & Keegan,
2017).
The E-CRM helps in achieving the target in the most effective ways and helps in improving the
customers’ relationship with the organization. The website deliver service at a very low cost. The
website also helps in understanding the customers and fulfilling their requirements.
Conclusion
From the discussion it is concluded that digital market provides number of opportunities
to all the business organization. The method of digital marketing is cost effective and better
compare to the traditional method of marketing. The report deals with the process of evaluation
and auditing of the official website of the Qualia, the Great Barrier Reef resort situated in
Australia. The target market and the analysis is done with the help of suitable tools. Lastly it can
be concluded that the Qualia official website is design in such a way that it attracts the
customers. The website helps in achieving market position and collection of better revenues.

9DIGITAL MARKETING OF QUALIA
Reference list
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, 117-127.
Karjaluoto, H., Mustonen, N., & Ulkuniemi, P. (2015). The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing, 30(6), 703-710.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions
for marketing in a digital era. European management journal, 32(1), 1-12.
Levy, S., & Gvili, Y. (2015). How Credible is E-Word of Mouth Across Digital-Marketing
Channels?: The Roles of Social Capital, Information Richness, and Interactivity. Journal
of Advertising Research, 55(1), 95-109.
Qualia.com. (2018). qualia - Australia Luxury Resort | Whitsunday Islands - Great Barrier Reef.
Retrieved from https://www.qualia.com.au/
Rowley, J., & Keegan, B. (2017). Looking back, Going forward: the role and nature of
systematic literature reviews in digital marketing: a meta-analysis.
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management, 34(2), 65-73.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.

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Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
bother?. Business Horizons, 57(6), 703-708.
Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), 51.