Impact of Macro-Environmental Factor

Marketing in Tourism

Contents
Introduction.................................................................................................................... 2
Impact of macro-environmental factor...................................................................................2
Marketing management function.......................................................................................... 4
Marketing strategy in tourism.............................................................................................. 5
SWOT analysis............................................................................................................... 7
Ansoff matrix................................................................................................................. 8
Recommendations............................................................................................................ 9
Conclusion................................................................................................................... 10
Reference................................................................................................................. 11

Introduction
In tourism and hospitality, marketing is required to be considered for growth and development.
Marketing management is required in every industry for making the decision, planning and
controlling the company. The functions are required to be considered for implementing the
policies, strategies, and tactics for designing and satisfying the needs. This report includes the
impact of a business macro-environmental factor on the tourism and hospitality industry. The
analysis of the case will be done which helps in analyzing the requirement of marketing strategy
in tourism and hospitality. The various marketing concepts will be included in the report for
supporting tourism and hospitality like consumer behavior, segmentation, targeting, branding,
and image of the destination. The marketing management functions will be analyzed which are
required in enhancing the tourist destination. In the case, Copenhagen destination is considered
which is in Denmark which has added the winter sports for tourists which helped in giving the
topographical diversity to the country.
Impact of macro-environmental factor
In the tourism and hospitality industry, it is necessary to analyze the macro-environmental
factors like climate change, green policies, disruptive forces, and economic uncertainty.
In this case, the destination is required to grow until 2025. Sustainable tourism is required to be
increased for increasing the growth of the destination. It was difficult to open the artificial ski
and snowboard slope in Denmark.
Political factors
Political factors directly impact on the hospitality and tourism industry. It may include the
change in government regimes and any circumstances in the region directly or indirectly affect
the industry. CopenHill is required to consider the various political factors for running the
artificial ski and snowboard slope successfully without mountains. It helps them in maintaining
sustainable tourism. The various sports activities are included in attracting the number of
tourists. It includes considering the licensing laws, taxes, and regulations for communication and
environmental issues (Gustavo, 2013). Copenhill is considered as a sustainable city which also
provided enjoyment to the citizens. In tourism, it is necessary to include consumer behavior,

segmentation, targeting, brand image. Marketing is required to encourage tourism and create a
positive climate for the business in the hospitality and tourism industry.
Economic factor
In the tourism industry, all the activities are required to be considered in influencing the wealth
and population of income. In Denmark, the state of the economy, employment structure, inflation
rate, and the exchange rate is required to be considered in the tourism industry. Economic factors
are required for influencing the demand which includes considering the business cycle in which
stages are growth, peak, trough, and resurgence (Jalkala and Salminen, 2010).
Social factors
The Social factors which affect the tourism and hospitality industry include the religion and
culture which are required to be followed. The attraction of Copenhagen helps in boosting
economic productivity. For creating the adventure in the region, the organization took the
initiative for attracting the tourist with ski slope (Jalkala and Salminen, 2010).
Technological factors
In the tourism and hospitality industry, the organization is required to consider the technology.
With the help of technology, Copenhill was able to build the artificial ski area which is 400
meters long and it also includes the freestyle park for tourists. Copenhill builds the slope for
promoting sustainable tourism. Copenhagen has begun sustainable tourism with the help of a
strategy for developing and promoting the place while considering sustainability. They had
collected the data segmentation is targeted for contributing the sustainable destination
development (Kireev, et al., 2016).
Environmental factors
In the tourism and hospitality industry, environmental factors are becoming an essential part. It is
necessary to consider the environmental factors as it helps in encouraging the new hotels and
leisure development at the destination. It requires to use the scarce resources. It is necessary for
the tourist destination to consider the air and noise pollution with the increase in tourism. The
problem of waste disposal is required to be controlled. The adoption of sustainable and green