Investigative Project in the Tourism and Hospitality Industry

Investigative Project in the
Tourism and Hospitality
Industry

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Pestle Analysis of Top deck Travel ............................................................................................1
LO 2.................................................................................................................................................3
7 P's of marketing of tourism industry.........................................................................................3
Lo 3..................................................................................................................................................6
Marketing communication...........................................................................................................6
LO 4.................................................................................................................................................9
Analyse 7 P's of Topdeck internally and externally....................................................................9
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Tourism is considered as travelling for pleasure. It can be domestic and international as
both of them incoming and outgoing implications on a nation's balance regarding payments
(Becker, 2016). The tourism industry is considered as a part of the service sector as it has
becomes a significant source for the income for various regions as well as for various nations.
Tourism benefits huge amount of income within the local economy as within the form of
payments of services as well as goods as it is required by the tourist. Tourism can be short term
movements of the individuals to the places that can be different and unexplored. Travel and
Tourism provides the knowledge regarding products ,operations, structure in the industry as well
as tourist also learn about various operators ,hotels, airlines and also tourist boards. Present
report focuses on Topdeck is a company/ tour operator from that gives he trips to people who are
aged between 18 to 39 all over North America, Europe, Australia, New Zealand, Asia,
Egypt ,Middle East. It was founded within 1973 and provides 330 various tourism within 65
nations. Report focuses on Pestle analysis, Marketing mix, marketing communication, marketing
strategy, Public relations and many more.
LO 1
Pestle Analysis of Top deck Travel
Pestle analysis
It is an approach that can be used to analyses the macro factors used within
environmental scanning component of strategic management. It gives people professional insight
into the external factors influencing their firm.
Political Factors-
These factors are concerned with the stability of political issues and the changes in
policies that can affect the operations of the business. If the stability of political issues is stable it
is beneficial for the companies such as Topdeck travel to engage in an environment of business
which helps them to predict the trends of the market and working according to these measures
(Hsu, 2017). Any type of issue in these factors affect the ability of the company to raise capital
from the shareholders and affect the growth of the company. The environment of business is
uncertain and the policies relate to political aspects can change anytime which can affect the
business of the company. Company needs to understand the forces of the market so that they can
cope up with the level of these type of changes (Uludag, 2016).
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Economic Factors-
These factors are concerned with the level of inflation, rate of taxes, rate of inflation and
rate of unemployment in the country. The rate of growth of the economy will help the company
to assess the rate of growth of the company and work on the strategies with the focus on long
term sustainability in the market. Efficiency of market is also assessed on the basis of financial
aspects so that company can improve their liquidity in the market and increase their strength
against their competitors. Apart from this company needs to assess the conditions of labour
market such as wage rate so that they can recruit the skillful and talented workers according to
that which will help them to increase their performance. If the market of labour is flexible in
condition then they will be able to increase the productivity of the company (Radjenovic, 2018).
Social Factors-
These factors are concerned with the differences in culture, beliefs and values of people.
Company needs to select the right type of demographics so that they can target the right audience
in the market. The right segmented selected will help the company to work according to their
potential. Company needs to assess the patterns, behaviours of the people of the country. They
need to make their policies according to the variations in income so that people can accept the
company. This will also limit the changes in the power structure of the country which affects the
growth of the company (Hsu, 2017). They need to enter into market after assessing that
inequality of income. Also company needs to understand the roles of gender and align the
strategies of marketing according to that so that the people do not feel distinguished. Company
has the option to target them on the basis of their buying patterns as it is concerned with their
status symbol. If the company works on making their experience better then they will be able to
achieve growth (Mainil and et.al., 2017).
Technological Factors-
These factors are concerned with the development of technology so that they can help the
company to develop new strategies and bring innovation into the market. Companies such as Top
deck travel takes the help of social media tools. To improve their performance they claim as
many opportunities they get through this aspect (Hsu, 2017). With the help of technology, the
company has started the campaigns on the platform of social media to make it look more creative
and develop the community and access to brand. Other than this they need to keep up with the
competitors and need to invest in the department of research and development so that they can
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