Tourism Management: Case Study

This assignment delves into the multifaceted world of tourism management through a case study focusing on a music festival. It examines how social media influences emotions, brand relationships, and word-of-mouth marketing among attendees. The study also considers the economic impact of tourism on the destination, drawing upon relevant research in the field.

International Marketing
for Travel & Tourism

Table of Contents
INTRODUCTION ..........................................................................................................................1
Environmental analysis...............................................................................................................1
Summary of Hotel Apex London Wall. .....................................................................................5
Support relation for market selection. ........................................................................................6
Recommendation. .......................................................................................................................7
Critical analysis...........................................................................................................................7
Identification of significant issue................................................................................................8
Recommendation of promotional strategies. ..............................................................................8
Risk assessment. .........................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

Illustration Index
Illustration 1: SWOT analysis..........................................................................................................2
Illustration 2: PESTLE analysis.......................................................................................................4

INTRODUCTION
Travel and tourism is one of the fastest growing business. It is able to produce huge
amount of profit, without making much investment. To increase efficiency of this sector, various
marketing strategies are implemented. International marketing is considered for implementing
effective strategies, increasing growth and attracting maximum visitors. It helps in targeting the
needs of customers and increasing growth of this industry. It provides global platform for
applying marketing and promotional strategies (Alonso and et. al., 2015). This process is
distributed into two categories, analyzing issues and later steps necessary techniques and
strategies can be formulated for improving the process. This report is based on international
marketing of travel and tourism. The following research is in context of Hotel Apex London
Wall (Assaf, Josiassen and Agbola, 2015). In this report analysis of various business
environments is done. To analyse effectiveness of applied promotional activity different
marketing strategies are applied. Along with this critical analysis of the recommended strategies
are also mentioned. These identification helps in enhancing the existing marketing practices
(Baggio and Sainaghi, 2016).
Environmental analysis.
Environmental analysis is considered as an essential step. It helps the organisation in
determining the factors that are affecting activities of company. On the basis of that firms are
able to implement necessary corrections into the process (Bianchi, Pike and Lings, 2014). Before
implementing any strategies, the organisation should identify all the internal and external factors
that can affects the planning. Therefore, management of Hotel Apex London Wall, considers it
as basic step of planning (SWOT analysis. 2017). To analyse the impact of internal factor on the
growth of company, following is the SWOT analysis:
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(Source: SWOT analysis. 2017)
Strengths
 Architecture and design of building.
 Efficiency of staff (Blazquez-Resino,
Molina and Esteban-Talaya, 2015).
 Number of revisiting customers. Location of the hotel.
Weaknesses
 Accommodation charges.
 Availability of rooms.
 Services quality.
 Ineffective implementation of
technologies.
Opportunities
 Increased international and domestic
visitors.
 Effective internet and transportation
facilities. Attractive packages.
Threats
 Increasing competitors.
 Instability in global market.
 Ineffective services (Chen, Lin and
Kuo, 2013).
On the basis of above analyses it is determined that structure and location of Hotel Apex
London Wall is their biggest strength. It helps the organisation in attracting maximum number of
customers (SWOT analysis. 2017 ). Along with this services that are being provided by the hotel
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Illustration 1: SWOT analysis

staff are able to satisfy customers. Hotel Apex London Wall, is located near the railway-station,
due to which most of the international and domestic visitors consider this. They are providing
various facilities to their customers such as gym, WIFI, restaurant, conference halls and so on. It
helps in meeting the expectation level of the customers (Elliot and Papadopoulos, 2016).
However, there are some drawbacks also associated with them. Such as their accommodation
and service charges are quite high as compared to other hotels. During the peak season, they are
always facing problems like shortage of rooms and services (SWOT analysis. 2017). It directly
impacts on the profitability of company. Along with this they are not having effective
technologies and most of the rooms are not equipped with effective services. These all factors are
considered as loopholes of the company (Gómez, Lopez and Molina, 2015).
They are making direct impact on the growth of hotel. On the basis of above discussion,
it can be evaluated that organisation is being provided with lots of opportunities to increase their
market and attract maximum number of customer. As the total number of domestic and
international trips are increasing due to which demands of hotels are also increasing. Through
providing attractive packages and making promotions using social media platforms huge number
of clients can be attracted (Hays, Page and Buhalis, 2013). Along with this increasing services
and maintaining them provides a competitive advantage to the company. These all steps help the
Hotel Apex London Wall in increasing its growth and boosting profitability of company.
Unstable global market is considered as a major threat for the company.
To determine the impact of macro environment on Hotel Apex London Wall, PESTLE
analysis is considered:
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(Source: PESTLE analysis. 2017)
 Political: There are various factors that are considered under political section. Such as
terrorism, political stability and local conflicts (Horner, and Swarbrooke, 2016). It makes
huge impact on the visitors count. Therefore, to maintain growth of travel and tourism
industry all the above-mentioned issues should be handled effectively (PESTLE analysis.
2017). Hotel Apex London Wall is located in London, UK. They are having political
stability and also does not facing any local or national conflict. Such factors can be
considered as favorable for the firm. It brings positive impact on the growth of company
(Hudson, and et. al., 2015).
 Economical: The hotel industry is making huge contribution towards the growth of
economy. Increased number of domestic and international visitors are the major sources
of foreign currency (PESTLE analysis. 2017). In this process, high exchange rates are
considered as major issue that is affecting travelers count. This is making huge impact on
the economy of the country (Kladou and Mavragani, 2015). Hotel Apex London Wall, is
4
Illustration 2: PESTLE analysis

implementing strategies for controlling high exchange rates and maintaining economic
stability.
 Social/ Cultural: This is considered as an essential factor for attracting visitors towards
any location. Before, visiting any place traveler consider various locations. Social and
cultural factors are considered as effective elements in attracting maximum number of
customers (PESTLE analysis. 2017). It helps Hotel Apex London Wall, in maintaining
growth and profitability of company.
 Technological: Hotel Apex London Wall, is providing services with advanced
technologies. Such as all the rooms are consisting of sound proof arrangements, fire
safety and automated parking space is provided to the visitors. Along with this they are
providing cashless payment option and maintain accounts for further use of domestic
customers (Lee and Brahmasrene, 2013). These all steps provide competitive advantage
to the company and helps in maintaining growth.
 Legal: This is considered as major factor that is affecting business of Hotel Apex London
Wall. There are various rules and regulations implemented by the government of UK
(PESTLE analysis. 2017 ). It helps in maintaining the safety and health of employees as
well as staff of the hotel. For this, various guidelines are provided by the administrative
bodies, according to that they have to provide wages to their employees.
 Environmental: Hotel Apex London Wall, are considering various practices to maintain
environment (PESTLE analysis. 2017 ). Some of them are like increasing use of solar
energy and renewable sources. Reducing consumption of oil and electricity. Along with
this providing facility like carpooling (Legohérel, Hsu and Daucé, 2015). These all steps
are providing competitive advantage to the company and also maintaining unique image
in market.
Summary of Hotel Apex London Wall.
Hotel Apex London Wall is considered as one of the luxurious hotel of London. It is
established near the railway-station, which is considered as prime location to attract visitors.
They are offering various services to their customers. They are considering various strategies for
implementing effective marketing practices. One of the trending marketing approach is digital
marketing. It helps the company in implementing creative and innovative strategies for attracting
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people (Lin and Kuo, 2016). It also provides effective tracking approaches for analysing
experience of visitors. Along with this there are various other approaches also available that are
considered as opportunities for promoting services.
Some of them are branding, web- site content, email advertising, travel agencies and so
on. With the help of these elements organisation is able to showcase their services into market.
Previous reviews and rating that are provided to Hotel Apex London Wall will attract more
customers. The above-mentioned approach is considered as one of the effective method of
promotion and advertisement activities. This provides a platform with the help of which
organisation is able to post pictures related to hotel interior and services (Mariani and et. al.,
2014). It helps in influencing visitors, along with this by spending small amount of money they
are able to target huge number of customers.
Support relation for market selection.
To expand business market selection is considered as the most essential step. There are
various factors that are analysed before selecting any specific location. Such as competition,
availability of resources, demands and so on. It helps the organisation in developing strategies.
Hotel Apex London Wall, is currently situated in London only. To explain market selection let’s
take example such as they are trying to expand their business in different location (Taylan
Dortyol, Varinli and Kitapci, 2014). They are considering Asia, to expand their hotel because
competition level is not much high as compare to European countries, along with this all the
resources are available at negligible rates. The same process will turn into costly and
complicated activity, if they expand in European countries. While expanding their business
various entry barriers are faced by company. Such as language, diversity, political factors and so
on. Some of the major barriers are considered as demographic growth. Hotel Apex London Wall
is not aware of the demography of the location. Therefore, all the activities are considered on the
basis of researches (Tsui and Balli, 2017). This process can affect the services if the steps are not
implemented effectively. Such as total number of services that are provided by the companies are
not able to meet demands of the users. Along with this they will face various other barriers such
as language and culture.
Recommendation.
On the basis of above analysis various loopholes are identified that are needed to be
removed. There are certain sections that requires improvement such as market segmentation,
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targeting users and brand positioning (Wong, Newton and Newton, 2014). According to the
above report Hotel Apex London Wall considers demographic segmentation approach. It helps
the company in identifying the religion, income, educations and so on. On the basis of this
analysis they are able to implement effective approach and attract customers. This segmentation
helps the organisation in understanding the demand of the company. On the basis of
segmentation, they are able to apply effective targeting approaches (Wachowiak, 2016). The
above applied strategy generates effective results, on the basis of that differentiated marketing
approach can be considered by the firm. It helps in satisfying customers with effective services.
It provides detailed information of customers by distributing them into small clusters. It also
helps the company in making unique image in market.
All the above-mentioned approaches helps the firm in understanding the needs and
demands of users effectively. It helps in making effective strategies and also helps in
implementing them efficiently (Wachowiak, 2016). These all activities provide a unique image
to the company. Along with this provides competitive advantage. It helps the organisation in
increasing their growth and maximizing profitability of company (Wong, Newton and Newton,
2014). Along with this Hotel Apex London Wall, considers brand positioning strategy also, for
this they can provide low price services to the customers to attract them. Through considering all
the above-mentioned recommendation firm is able to expand their market effectively. These
strategies help in handling all the entry barriers and attract huge numbers of customers through
their effective services and unique services (Alonso and et. al., 2015).
Critical analysis.
On the basis of above report it is critically analysed that Hotel Apex London Wall is
implementing various strategies in marketing promotional activities. Such as newspaper, poster
and so on. These all approaches are considered as less expansive for the company. To reduce the
spending and increase outcome various approaches can be considered. Some of them are
digitization, social media platform, web sites, email marketing and so on. These all approaches
are considered as cost effective (Assaf, Josiassen and Agbola, 2015). The implementation
process is very easy and less time consuming. Along with this it is able to cover large number of
audience without spending much capital.
This provides large platform to the company for introducing their brand, with the help of
this method huge number of people can search hotel and various services provided by it. It helps
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in improving their ranking at search engine (Tsui and Balli, 2017). At these platforms, customers
are free to share their experiences, it makes positive impact on the customers. Also helps in
attracting more number of users. However, there are some disadvantages also associated with
this process. Such as negative feedback can affect the reputation of company, maintaining and
proper handling is required (Baggio and Sainaghi, 2016). Therefore, proper guidelines should be
considered for maintaining effectiveness of this process.
Identification of significant issue.
Hotel Apex London Wall is implementing various strategies for generating effective
outcomes. While implementing strategies various issues are evaluated that are affecting the
strategic planning of organisation. Hotel Apex London Wall is expanding their business at
international platform, during this various barriers will be identified. Out of them diversified
culture and languages are considered as biggest challenge for the company. All the strategies that
are implemented by the company are not able to make significant impact on the audience of that
country (Bianchi, Pike and Lings, 2014).
To overcome this issue, company should deeply understand culture and demographic
segmentation of that place. It helps in making effective strategies and influencing people. With
the help of implementing effective strategies they are able to analyse their needs and demands,
accordingly approaches can be implemented by the users. This is creating huge impact on the
growth and profitability of company. To overcome these issues company need to implement
effective analysis approaches. On the basis of generated results, they are required to make
necessary corrections. With the help of this process, factors that are affecting effective for overall
marketing strategies can be handled. Also, this help in maintaining stability in implemented
strategies (Blazquez-Resino, Molina and Esteban-Talaya, 2015).
Recommendation of promotional strategies.
Hotel Apex London Wall is considering various promotional approaches. To
increase effectiveness of this activity, some recommendations are provided related to the
marketing for the company (Elliot and Papadopoulos, 2016). Such as they can consider social
media platform, digitization, emailing, newspaper, applications and web sites. It helps the
company in reducing the cost and generate effective results. It helps the company in promoting
their services across the world on single click. In this less amount of cost is incurred as compared
to other. It enables the company in covering large area in small amount of time (Chen, Lin and
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Kuo, 2013). With the help of this company can store information of the users and can maintain
database. It helps the organisation in promoting their services through email marketing and
messages (Gómez, Lopez and Molina, 2015).
It helps in increasing customer return for the company. There are various other
approaches can be also considered such as digitization, with the help of this they are able to
promote their services through digital mediums (Hays, Page and Buhalis, 2013). Apart from that
mobile applications and websites are also considered for this process. With the help of these
software company is able to provide pre- booking options. This helps to attract more number of
customers (Horner, and Swarbrooke, 2016). Therefore, these approaches are recommended for
Hotel Apex London Wall. It helps the organisation in attracting large number of customer. It will
make positive impact on the growth of company and increases profitability of company (Hudson,
and et. al., 2015).
While implementing these approaches into reality, all the guidelines should be considered
effective. Along with this proper maintenance should be considered. It helps in maintaining
effectiveness of the process and also prevent chances of hacking (Kladou and Mavragani, 2015).
It helps the company by reducing chances of risks and increases the efficiency of the process.
The above recommended approach is considered as one of the trending market promotional
approach. It helps the companies attracting large number of customers by making small
investment (Lee and Brahmasrene, 2013).
Risk assessment.
To analyse the risk of the implemented promotional activity Hotel Apex London Wall
considers some sequence. This process consists of five steps such as establishing the context,
evaluating the risk, analysing the impact of risks, on the basis of that necessary treatments are
considered. With the help of above report marketing and promotional activities of the
organisations is considered as ineffective (Legohérel, Hsu and Daucé, 2015). Therefore, risk
assessment step is considered on that approach. These steps helped the company in analysing the
factors that are reducing the effectiveness of the process. According the implemented approach,
first step is establishing the context, with the help of this approach risks are registered into the
process (Lin and Kuo, 2016). In this approach company analyses the factors that are required for
promotional activities. On the basis of that risk identification steps is considered, it helps in
developing the risk management plans for the company (Mariani and et. al., 2014). With the help
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of this approach they are able to identify risk, through the above mentioned approaches effective
risk assessment takes place. It helps in identifying the factors analysis approach is considered. It
helps the company in analysing the risk related to the implemented approach. On the basis of this
approach they are able to evaluate the hazardous factors related to the promotional approach. It
helps the organisation for considering necessary treatments that can reduce risk of the cpompany.
It helps the company in developing effective risk management action plan (Taylan Dortyol,
Varinli and Kitapci, 2014).
CONCLUSION
On the basis of above report it is inferred that marketing strategies are considered as an
essential requirement to maintain the effectiveness of promotional and advertisement activities.
On the basis of above report Hotel Apex London Wall is considering both traditional as well as
advanced promotional approaches. It helps the company in attracting more number of customers
and making positive impact on the growth of the company. On the basis of above report they are
considering demographic marketing approach. It helps the company in identifying the
opportunities for expanding their business. Along with this targeting and positioning approaches
are also taken into account. In the above report digitization and social media platform is
considered as an essential approach for making effectively promoting their services. With the
help of these recommendations they are able to make effective marketing plans.
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REFERENCES
Books and Journals
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an international perspective. International Journal of Tourism Research.17(1). pp.66-81.
Assaf, A. G., Josiassen, A. and Agbola, F. W., 2015. Attracting international hotels: locational
factors that matter most. Tourism Management.47. pp.329-340.
Baggio, R. and Sainaghi, R., 2016. Mapping time series into networks as a tool to assess the
complex dynamics of tourism systems. Tourism Management.54. pp.23-33.
Bianchi, C., Pike, S. and Lings, I., 2014. Investigating attitudes towards three South American
destinations in an emerging long-haul market using a model of consumer-based brand
equity (CBBE). Tourism Management.42. pp.215-223.
Blazquez-Resino, J. J., Molina, A. and Esteban-Talaya, A., 2015. Service-Dominant Logic in
tourism: the way to loyalty. Current Issues in Tourism.18(8). pp.706-724.
Chen, L. C., Lin, S. P. and Kuo, C. M., 2013. Rural tourism: Marketing strategies for the bed and
breakfast industry in Taiwan. International Journal of Hospitality Management.32.
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Gómez, M., Lopez, C. and Molina, A., 2015. A model of tourism destination brand equity: The
case of wine tourism destinations in Spain. Tourism Management.51. pp.210-222.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism.16(3). pp.211-239.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Hudson, S. and et. al., 2015. The effects of social media on emotions, brand relationship quality,
and word of mouth: An empirical study of music festival attendees. Tourism
Management.47. pp.68-76.
Kladou, S. and Mavragani, E., 2015. Assessing destination image: An online marketing approach
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Lee, J. W. and Brahmasrene, T., 2013. Investigating the influence of tourism on economic
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Tsui, W. H. K. and Balli, F., 2017. International arrivals forecasting for Australian airports and
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Wachowiak, H. ed., 2016. Tourism and borders: contemporary issues, policies and international
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Wong, J., Newton, J. D. and Newton, F.J., 2014. Effects of power and individual-level cultural
orientation on preferences for volunteer tourism. Tourism Management.42. pp.132-140.
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