Marketing Essential for Travel and Tourism

Marketing essential for travel and tourism
1

Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
P1 Roles and responsibilities of marketing functions of an organisation...................................3
P2 Roles and responsibilities of marketing ................................................................................5
TASK 2............................................................................................................................................6
P3 Marketing mix to the marketing planning process to achieve business objectives of
different tourism organisation.....................................................................................................6
TASK 3............................................................................................................................................9
P4 Marketing plan for the accomplishment of the objectives of the organisation......................9
Conclusion ....................................................................................................................................13
REFERENCES..............................................................................................................................14
2

Introduction
Travel and tourism marketing are the marketing strategies that are adopted by the
companies for promoting the plans and for attracting numerous customers to the organisation.
Tourism marketing plays a crucial role in promoting the tourist attractions and activities that are
carried out on such destinations. The tourism companies adopt numerous marketing strategies to
attract tourist and promote the destinations. Highland Explorer Tours is a travel and tourism
company which was established in 2006 in Edinburgh, UK. The tourism company have been
providing tour packages throughout Scotland and focus on providing best experience to their
customers. Highland Explore Travel is one of the award-winning tourism company and has
collaborated with Edinburgh based Radical Travel Group, Ltd. The travel and tourism company
believes in delivering best tour packages with trained and professionals guides(Alford, P., 2018).
This project report covers all the necessary information regarding the marketing plans and
strategies that are adopted by the company.
Task 1
P1 Roles and responsibilities of marketing functions of an organisation
The functions of marketing in tourism industry is to attract numerous customers and
promote the brand which can be done through e-mail, social media and other internet platforms.
Through implementing marketing strategies, the tourism company can promote and advertise
their plans and programs through which large number of tourist's can be attracted. Highland
Explorer Tours have a specific research department which help the company to analyse and
understand the market needs and build a strategy that can help to promote and attract large
number of customers.
The roles and responsibilities of marketing are explained below:
 Conducting an effective research: The basic function of marketing department is to
create an effective marketing research strategy that can help to analyse the needs and
demands of the customers and corrective actions can be taken by the companies(Ali,
2015). Highland Explorer Tours have a research team which is designed specifically for
analysing and understanding the market demand which will help the company to grasp
more opportunities.
3

 Analysing competitors: Through marketing and research plans, the company can
analyse their competitors and take necessary actions which can help the brand to stand
out. Highland Explorer Tours analyse their competitors by understanding the external
environment and plan to provide more attractive offers to attract wide number of
customers (Bao, 2018).
 Creating campaigns: Marketing strategies help to create attractive campaigns and
programs which will attract quality customers and can also build goodwill of the
organisation. Highland Explorer Tours creates several campaigns which can attract
numerous tourists and the destinations can be promoted.
 Building materials for promotions: The basic function of marketing department is to
create materials that can help to promote the plans and programs of the business.
Highland Explorer Tours focus on creating materials that can help to promote the
operations of the company, the materials which are promoted are authentic and reliable.
 Maintaining social media: Through marketing strategies, an organisation can manage
their activities that can be handled through social media. Highland Explorer Tours
manage their social media accounts and pages through which they promote their plans
and programs and the company monitors all the activities before posting anything on
social media (Cooper, 2020).
 Focusing on internal communications: The values, mission and objectives of the
company must be communicated to all the employee's which will help to have clarity in
the specific job role. Through marketing strategies, the roles and responsibilities of the
employee's are defined clearly. Highland Explorer Tours encourage on maintaining an
effective two-way communication that can help to interact with the employee's and the
goals and objectives of the company are clearly communicated.
 Build a marketing budget: A marketing budget is build with the help of finance
department which is based on the analysis of the needs and demands of the market.
Highland Explorer Tours conducts an research which analyses the market needs and a
budget is created for conducting the operations of marketing.
 Maintaining goodwill of the company: Through marketing functions, a company can
build and maintain their goodwill in the market through which loyal and potential
customers can be attracted to the company. Highland Explorer Tours focus on
4