Devising a Digital Marketing Strategy for Fat Duck Restaurant in the Tourism and Hospitality Industry

Devising a digital
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Digital marketing in the tourism and hospitality industries........................................................3
Comparative analysis of the overall marketing functions of the chosen organisations..............5
Treatment of digital marketing strategies and practices and their effectiveness in the chosen
organisations with a comparative analysis..................................................................................6
Recommendations.......................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The concept of digital marketing is concerned with the promotion of business in order to
connect with the prospective market share through making use of the internet as well as other
forms of the digital communication. Within travel and tourism industry, the requirement of
digital marketing has been felt like never before wherein the customer-base have quick access to
all sort of information on the latest offers as well as best prices. In this modern period, digital
marketing plays a significant role in the success of each business that exists within the tourism
industry. In this report, Fat Duck Restaurant is taken into consideration an as organisation within
the hospitality industry which is a UK-based small and medium organisation (Abraham, 2021). It
is a fine dine restaurant in Bray, England and is run by celebrity chef proprietor Heston
Blumenthal. This report includes the aspect of digital marketing in the tourism and hospitality
industries and along with it, there will be a comparative analysis of overall marketing functions
of chosen organisations. Moreover, there will be discussion on treatment of digital marketing
strategies and practices as well as effectiveness in chosen restaurant with comparative analysis.
Furthermore, recommendations will also be given to the organisation regarding working
effectively within the business.
MAIN BODY
Digital marketing in the tourism and hospitality industries
Digital marketing is associated with the process of advertising that is delivered through
using different digital channels of the marketing such as websites, search engines, email, social
media and mobile applications (Ayestarán, 2021). Through making use of these online media
channels, the process of digital marketing is considered as a method by which the organisations
endorse products, services and brands. Within tourism and hospitality industries, the concept of
digital marketing provides access to a pool of information that is used by the marketers of the
organisation in a wide variety of ways. These ways in context to tourism and hospitality industry
include service designing, destination management as well as influence of the consumer
behaviour. In relation to hospitality industry, digital marketing provide assistance to Fat Duck
Restaurant in building and maintaining the online presence of the restaurant which includes
social media platforms and other search engines (Behera and et.al., 2020). In tourism industry,
the process of digital marketing facilitates in developing brand awareness through having a string