Marketing in Travel and Tourism Essay

Added on - 21 Jul 2020

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MARKETING IN TRAVEL AND TOURISM1
Table of ContentsTask 1................................................................................................................................3LO 1:..................................................................................................................................3Discussion of the core concepts of marketing [P1.1]........................................................3Analysis of the marketing environment and assessing the impact on the travel andtourism [P1.2].....................................................................................................................4Discussion of the factors affecting consumer motivation and demand [P1.3]..................6Analysis of the principles of marketing [P1.4, M1].............................................................7Task 2................................................................................................................................9LO 2:..................................................................................................................................9Critical analysis of marketing plan [P2.1, P2.2. D.1].........................................................9Discussion of marketing research and market information [P 2.2]..................................10Positive and negative influence of marketing [P2.3].......................................................12Task3..............................................................................................................................12LO3:.................................................................................................................................12Role ofmarketingmix in travel and tourism sector.........................................................123.1 Issuesregardingthe product, price, place, and elements [P3.1, M2].......................123.2 Assessing importance of service [P3.2]....................................................................143.3 Concept of tourism product to individual tourism [P3.3, M3, D2]..............................15LO 4:................................................................................................................................15Role of the promotional mix [P4.1]..................................................................................15Plan and justification of integrated promotional campaign [P4.2, D3]...........................17Reference List..................................................................................................................18Appendices......................................................................................................................212
Task 1LO 1:Discussion of the core concepts of marketing [P1.1]In this vast era of advancement, the field of marketing and management in travel andtourism have drastically increased widely. Not to mention, the vast concept and theoriesrelated to marketing strategies in developing travel and tourism (Wuet al. 2016). Theconcept of marketing regarding travel and tourism is a vast concept that consists ofvarious key elements, activities and communication strategies. Another form of anelement may include values, ethics, customer relation, organizational support andenvironment. It can descriptively say that marketing includes different forms of decision-making and control use to address tourism and travel sectors.The main areas of marketing involve key elements that are vital in the development oftravel resources. The importance of marketing in travel and tourism sector can help tointegrate marketing strategies and suitable growth in travel and tourism sectors. Basedon Honey and Mumford learning based style, the marketing concepts in travel andtourism include both micro and macro factors which are essential in the development ofinternal operations in travel and tourism industry (Liuet al. 2016). There may be differentforms of marketing exchange processes that can respectively used with marketingconcepts in order to gain a potential advantage in resource development. Thefundamental concepts in marketing include the following elements regarding travel andtourism industry. These areThe demand for customerCost factorMicro and macro factorsResourceThese factors are important in managing and controlling the development of travel andtourism industry. In this recent market condition, it is essential to incorporate effectivemarketing skills and concepts concerning evidence-based situations that can help to ease3
crucial micro and macro elements in marketing strategies. Better analysis and evaluationof the marketing strategies and concepts can help to develop a better plan for travel andtourism sector.Figure 1: Elements of marketing concepts(Source:Self-developed by the author)Analysis of the marketing environment and assessing the impact on the traveland tourism [P1.2]The marketing environment is an integral part of the travel and tourism industry. Theconcept of business in marketing environment is widely used to represent differentstructure in a business environment. The marketing environment classified into twotypes. These are micro and macro environmental element. These elements includevarious forms of internal and external factors that significantly affect the marketingstructure. It influences the design plan, which uses to enhance and integrate the tourismindustry (Cvelbaret al. 2017). On the other hand, the environmental factors in Scotland4DemandforcustomerCostfactorMicro andmacrofactorsResource
can also affect the marketing variables and development. The microelement consists ofintermediaries, customers, organization and competitors, which are directly controlledand managed by the different levels of management. The macro elements includedemographic, political, social, technological and other related factors that can affectindirectly. It is essential to incorporate and manage these key factors in order tointegrate planning and strategic control. The travel and tourism sector in Scotland is welldeveloped. In the recent development, the GDP has reached to about 10% with over 20million visitors every year.Based on Honey and Mumford learning based style, the four styles helps to integratethe analysis of marketing development. The pattern consists of questionnaires thatallow direct relation to the development process. This is able to make correct decisionand control measure. In addition, it increases the opportunity to learn and growawareness. The four styles mainly involve theorists, reflectors, pragmatists andactivists. Knowing these styles can effectively help to gain maximum potential aboutmarketing skills and development.Figure 2: Model of marketing factors(Source:Beaman, L.G. and Sikka, 2016)5
The country has a neutral and balanced political and social structure that helps tointegrate the development of tourism in the country. The demographic structure inScotland is highly versatile which helps to enable better development in marketingstrategies regarding tourism and travel (Wanget al. 2016). Tourism in Scotlandsignificantly modifies through an integration of the different variables within themarketing environment. Organization and public government support in the field oftravel and tourism can help to create and develop better resource development for thecompanies associated with tourism industry. It is essential to incorporate better dynamiccontrol in the micro and macro elements that can effectively increase the growth ofmarketing environment and planning process for further development in travel andtourism.Discussion of the factors affecting consumer motivation and demand [P1.3]The consumer behaviour is one of the important factors that can help to influence andaffect the overall marketing environment in travel and tourism industry. Several theoryand concept adversely relate to consumer behaviour and motivation. The concept ofneed can help to understand and mitigate the issues in business environment andmarketing (Gretzel and Fesenmaier, 2016). Understanding the needs of the business canassert to beneficial development in marketing environment related to travel and tourism.The Maslow’s Hierarchy of need is one of the relevant theories that can respectively usewith the marketing concept in order to integrate development in tourism and travel.Several factors can severely affect the behaviour of a customer. These are as followsSafetyPhysiologySocializationSelf esteemBasic needs (food, sleep, freedom)With respect to Maslow's hierarchy of needs, these fundamental needs can help todevelop and integrate different indicators relating to tourism and travel industry. This6
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