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Influence of Marketing in Travel and Tourism Contents INTRODUCTION

   

Added on  2020-07-22

15 Pages5154 Words97 Views
Marketing in Travel andTourism

ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Core concept of marketing in context with Travel and Tourism...........................................11.2 Impact of marketing environment on Travel Business and Destination................................21.3 Reasons affecting Consumer’s Motivation and Demand......................................................31.4 Evaluating the market segmentation......................................................................................3TASK 2............................................................................................................................................42.1 Analysis of Strategic Marketing Planning.............................................................................42.2 Relevance of Marketing Research and Information..............................................................52.3 Assess the influence of marketing on Society.......................................................................5TASK 3............................................................................................................................................53.1 Discuss the issues related to Marketing Mix.........................................................................53.2 Impact of service sector mix element on Tourism Sector.....................................................63.3 Apply the concept of total tourism to an individual tourism.................................................7TASK 4............................................................................................................................................74.1 Assess the role of promotional mix.......................................................................................74.2 Plan and justify the integrated Promotional Campaign.........................................................8M1 Effective approach to study and analyses the market segment.............................................8M2 Methods of Marketing Mix...................................................................................................9M3 Structure and approach to study TTP Model........................................................................9D1 Critically evaluating the Market Plan for Scotland:..............................................................9D2 Substantial activities related to Total Tourism Product.........................................................9D3 Innovation in integrated Promotional Campaign.................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11

INTRODUCTIONEvery Business Organization whether small or large requires Marketing to identify theneeds and wants of their prospective customer. It may vary according to the type of businessentity. Their objective is. People generally travel either for pleasure or doing corporate activity,contributing to the tourism sector. The success of Travel Industry depend upon the variousmarketing tools and techniques which attract the pool of potential visitors every year thatgenerates greater revenue and market share of the firm (Wangand Pizam, 2011). In order to thiswell, company’s do the research part in context of knowing the likes and dislikes of theirconsumer and then uses such information and draft campaigns that increase the profitability ofthe organization. Visit Scotland is the chosen company in this project report which iscommissioned to promote Scotland as tourist destination. This report covers the impact ofmarketing environment, importance of strategic planning, elements of marketing andpromotional mix, and concept of total tourism product in order to satisfy the desired necessitiesof target market.TASK 11.1 Core concept of marketing in context with Travel and TourismMarketing refers as managerial activity by which consumer or firm obtained what theywant and desire in exchange of product and services. Scotland is country that have differentattractive destination such as Edinburgh, Skye, Glasgow, Inverness and other essential places.All these are highly attracted visitors in order to visit in these places. They articulate theirservices to ideal customer in order to hold the market share. Various core functions that arerelated to marketing are as follows:Needs, Wants and Demand: Need means the urge to travel arises. Wants deal withspecific demand such as visiting Scotland and Demand includes the full fledged Itineraryof desired want. It is very essential part of the business success and development. In thisVisit Scotland provides different facilities to their visitors as per their needs and wants. Products and services: It deals with services in context of travel industry. Customer satisfaction is depend upon the services provided to them which fulfills their desire or not(Aldebert and et. al., 2011). Company provides different kind of services to their visitors such as cap, guide and other facilities in an effective manner. 1

Value and Satisfaction:Visit Scotland and its Travelers attain certain level of satisfaction from the facilities provided to them and on the basis of their pleasure, value isjudged. In order to fulfill basic requirement and needs of the clients, business entity provide higher satisfaction level to clients. Exchange/Transaction: It deals in providing services to its tourists and they are getting monetary benefits in return. Scotland is very attractive destination which attract large number of the visitors who are interested in traveling this places. Relationship/Networking: Satisfied visitors, often repeat its services whenever they travelagain. So it is very important to maintain healthy relation with clients so to retain them for longer period and gain competitive advantage (Ardahaey, 2011).1.2 Impact of marketing environment on Travel Business and DestinationIt includes micro and macro factor that influence the working of business operation.Internal factors are under the control of the company and can be analyse by doing SWOT whileExternal is influenced by the outside world, their analysis can be done by applying PESTLE. SWOT Analysis for Internal FactorsStrength: Visit Scotland is well known andreputed brand in tourism sector. AndScotland also, is a liberal nation built oninnovation and creation. Visit Scotland hasstrong base of satisfied customer andprovide excellence experience in terms ofservices.Weakness: The role of online marketing isweak in context of promoting its services.Also they lack in the IT department which takecare of the breakdown website server.(Aldebert and et. al., 2011Opportunities: Company is using Socialmedia platform instead of traditionalmethod. Also covering the unexploredcountries or cities by exploring them.Threat: With pace of increase in competition,customer might switch to other TourOperators. PESTLE analysis for External Factors2

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