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Marketing for Travel and Tourism : Report

   

Added on  2020-06-04

15 Pages4415 Words56 Views
Marketing in Travel andTourism1

ContentsINTRODUCTION...........................................................................................................................4TASK 1............................................................................................................................................41.1 Core concepts of marketing for travel and tourism..........................................................41.2 Marketing environment of Scotland and its impact on itself...........................................51.3 Factors affecting consumers motivation and demand for Scotland..................................61.4 Principle of market segmentation.....................................................................................7TASK 2............................................................................................................................................82.1 Importance of strategic marketing planning.....................................................................82.2 Relevance of marketing information and market research to travel and tourism sector..82.3 Positive and Negative impact of marketing on the society..............................................9TASK 3..........................................................................................................................................103.1 Elements of marketing mix............................................................................................103.2 Importance of service sector marketing mix..................................................................103.3 Concept of total tourism product....................................................................................11TASK 4..........................................................................................................................................114.1 Integrated nature and role of promotional mix...............................................................114.2 Integrated promotional campaign for Thomas cook......................................................12CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................132

INTRODUCTIONIn the modern day business marketing has become one of the most essential activities in the firmwithout which any company cannot think that their product and services can achieve success. Itadds value to the products and services that a company is selling. In present day business ways ofdoing marketing have also changed it has gone more of digital means than that of traditionalways (Moutinho, 2011). Marketing ensures that company will be promoting its products in a waythat it satisfies the needs of consumers. In recent times marketing has not focused only on doingadvertisements rather it has converted into set of activities where market needs are understoodand then products is designed accordingly so as to achieve higher growth rate and profitability.In travel industry which is increasing at much faster rate it has become essential for the firm totake use of marketing so as to ensure long term growth. Scotland is a beautiful destination forTourist. This report highlights various concepts of marketing as well as the strategies that areused by the companies to sell holidays.TASK 11.1 Core concepts of marketing for travel and tourismMarketing is understood as one of the important aspect in the modern day businesssuccess. It has become the needs for the growth of any company which aims to promoteseveral sites as a tourist spot. Bigger companies such as Thomas cooks have made variouskinds travel plans for the customers. These customised plans are highly helpful inattracting larger number of people towards company’s business. For Scotland some of thecore concepts of marketing that has to be taken care of are:Customer’s needs: In order to develop any place as a tourist destination one of themost important aspect that has to be taken care of is needs of the consumers3

(Goodall and Ashworth, 2013). Understanding demands and then formulating plancan attract a large number of consumers towards any destination such as Scotland.Product and service markets: Companies have to include the type of services whichmakes direct impact on the consumers. As in Scotland people come to enjoywinters hence company can design a product that is especially for winter season.Customer satisfaction and retention: Firms are trying harder so that consumerdemands are fulfilled which is important for achieving consumer satisfaction. Morethe level of satisfaction more will be the chances that retentions can be made.People want something extra from their service providers which have to be takencare of.Relationship marketing: Taking use of relationship marketing can enhance thescope of people coming to any particular destination like Scotland. Relationshipwith consumers is made through marketing executives (Goeldner and Ritchie,2012).All these concepts have to take care of while developing in Travel and Tourism Sector. 1.2 Marketing environment of Scotland and its impact on itselfIn order to understand marketing environment of Scotland both internal and external aspectof tourism has to be considered. For understanding internal marketing environment SWOTanalysis can be beneficial:Strengths:It is a part of UK which is a stable economy for conducting marketing activities.There are large number of potential consumers that comes from different parts ofthe world for visiting hence marketing Scotland as a tourist spot can be beneficialfor the firms.WeaknessLack of independency in bureaucracy reduces the chances for the companies todevelop Scotland as a tourist spot.Lack of resources weakens the potential of marketing for Scotland.OpportunitiesHave a larger amount of natural as well as heritage beauty which can beeffectively utilised for marketing tour packages. 4

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