Marketing in Travel and Tourism Report (DOC)

Marketing in
travel and
tourism

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.1 Core concept of marketing for Scotland ............................................................................1
P1.2 Marketing environment of Scotland and its impact on the tourism business.....................2
P1.3 Factors affecting Consumer Motivation and Demand........................................................3
P1.4 Principle of market segmentation and their use in marketing planning..............................4
TASK 2............................................................................................................................................5
P2.1 Importance of strategic marketing......................................................................................5
P2.2 Relevance of marketing research and information.............................................................5
P2.3 Influence of marketing on society.......................................................................................6
TASK 3.......................................................................................................................................7
P3.1 Identifying the elements of marketing mix and issue related to it......................................7
P3.2 Importance of service sector mix elements ........................................................................8
P3.3 Applying the total tourism business to TUI group..............................................................9
TASK 4............................................................................................................................................9
P4.1 Role of promotional mix ....................................................................................................9
P4.2 Integrated promotional campaign for TUI........................................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Travel and tourism has become one of the important sectors of current economy. This is
one of the fastest growing industries that has shown tremendous growth in recent years and has
played a major role in strengthening the economy of nation. Current report will discuss the
marketing concept in context of travel and tourism. It will provide the core concept that can help
Scotland in development of its tourism and travel sector. It will discuss marketing environment
and its impact on the working of this industry. Principal of marketing segmentation and factors
affecting the motivation of customers is also discussed. Strategic marketing planning for travel
business along with relevance of marketing research will also be highlighted. TUI is one of the
biggest leisure, travel and tourism company that owns various travel agencies, hotel, cruise ship,
retail stores, etc. The current report will study marketing activities of selected firm. Marketing
mix important services of firm is discussed.
TASK 1
P1.1 Core concept of marketing for Scotland
Core concept of the marketing is that process through which the organisational sectors
and its members meets their needs by satisfying their customers (Core concept of marketing
2011).
Tourism of Scotland : Scotland is one of the favourite holiday destination for the tourist.
The country provide their visitors a great experience where they combine their ancient
monuments, tradition and battlefields with their legendary myths and folklore (Scotland 2017).
Core concept of Scotland is to give best experience to their customers and increase their revenue.
This sector of Scotland wants to make their customers satisfied. Customers always needs that
their demand are fulfilled. They want quality products which will make them satisfied (Core
concept of marketing 2011). Scotland maintains healthy relations with all their competitors in
the market. They chose better suppliers after doing proper research.
Scotland keeps database of customer relationships management for their all the
customers. It is necessary to understand the amount of customers who have visited the place.
This helps them to understand the needs and demands of the customers. Market plays very
important role in Scotland (Scotland and Tourism. 2017). They face very high competition.
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In recent year the no. of tourist in the country has increased to 5% that is more than 15
million compare to last year. In this 11% were oversea tourist and 3% were domestic visitors.
According to figure the maximum number of oversea tourist were consisted of Europe. The
tourist from north America also rose by 28%. The rise in the visitors and expenditure shows that
Scotland provide their visitors with quality experience on which they can spend money (Scottish
visitors number rise to 15 million. 2017).
Scotland is land full of wonder the country has most beautiful places that catches the eye
and heart of people.
Edinburgh Castle is one of the biggest attraction for the tourist. It own its existence since 13th
century and is still dominating the skyline of nation. Loch lomond is another one of the beautiful
attraction that attract people toward it. Its one of the largest lake with plentiful trout, salmon and
whitefish (Tourist Attraction in Scotland. 2017). Along with this there are many more attraction
such as Isle of Arran, Stirling etc., that has been able to gain the attention of people.
Other than beautiful attraction the nation also provide their tourist with attractive
activities that are good enough to keep the interest of nation.
The home of golf was able to attract the attention of most golfer that come here to play
and experience the sport at its most authentic. Scotland consists of both land and cost and
provide their tourist adrenaline pumping experience. Mountain biking in rugged area, Scaling,
gliding etc., (Scotland 2017). Along with this it also promotes water sports such as boat trips etc.
It also includes multi activities for children such as climb zone. Other than this it also promotes
snow sports cycling.
Edinburgh summer festivals, Hogmany and new year, Highland games are few major event that
are held every year in Scotland and is able to attract the attention of tourist.
Marketing concept can be described as a philosophy that stated an organisation or nation
should concentrate on the needs of customer and then make decision so that they can satisfy
these demands (Alsharif, 2012). There are five basic concepts of marketing that Scotland is
following in order to attract more travellers towards the country . Production concept: These concepts focus on the needs of travellers. According to this,
people prefer to travel those places that are easily accessible and highly affordable in
price. In order to meet the demand of travellers, Scotland makes sure that their travellers
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found the place enjoyable and knowledgeable (Buhalis and Foerste, 2015). It is making
necessary changes in their policy so that whole process can become smooth. Product concept: According to these concepts, travellers prefer the place that provide
them with high quality services. For example: proper accommodation, food, transport
facility, etc. Scotland promotes many travel agencies that can cater to the needs of
travellers (Awan, 2014). They try to provide visitors with the best travelling and
accommodation services. Selling concepts: The main aim of this concept is to increase the sale of company.
Promotion is the way through which nation can promote their services and can attract
more travellers toward their land. They can use social media and internet as a medium to
grow awareness among customers (Hudson and Thal, 2013). Scotland can create its own
web page which can show the beautiful places and services that nation has to offer to
their visitors. They can also attract people by offering special services like accident or
adventure tour insurance. Marketing Concepts: It focuses on the needs and demand of target market and introduce
new product which can satisfy the petition of public. Scotland is using pull strategy in
order to gain the attention of tourist (Chandon, Wansink and Laurent, 2017). It is also
trying to make their nation as one of the leading tourist destination of world.
 Societal marketing concept: This concept focuses on providing valuable services to the
service users while ensuring the well-being of society. Scotland makes sure that they are
meeting the needs of their customers while preserving the nation so that needs of future
generation can also be fulfilled (Jucan and Jucan, 2013).
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Illustration 1: Concept of marketing
(Source: Concepts of marketing. 2017.)
P1.2 Marketing environment of Scotland and its impact on the tourism business.
Micro environment is that environment which is affected by the internal factors of the
sector (Sharpley, 2015). On the other hand macro environment is that environment which is
affected by the external factors of business environment.
Marketing environment involves both micro and macro environment factors which have
their impact on the business of travel and tourism.
Micro environment. Customers: Customers play an important role in the business. It is necessary for nation to
meet the demand of customers so that they can feel satisfied with the services provided
by nation. Through a research it has come forward that 7 stanes mountain biking network
was able to attract more than 1.3 million bikers (Horner and Swarbrooke, 2016). It shows
the preference of people Scotland is investing more fund in this so that it provide better
services and can encourage more visitors.
 Suppliers: Suppliers play an important role in satisfying needs of customers and
providing them with the best experience. Supplier includes other hospital industry that
are responsible for the accommodation, transport and food facilities (Chawla, 2016).
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