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Marketing in Travel and Tourism Analysis

   

Added on  2020-10-05

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MARKETING IN TRAVEL ANDTOURISM
Marketing in Travel and Tourism Analysis_1

CONTENTSINTRODUCTION.......................................................................................................................................1TASK – 1....................................................................................................................................................11.1Core concept of marketing...........................................................................................................11.2Analyzing the tourism marketing environment of London..........................................................21.3Factors influencing consumer motivation and demand for London as tourist destination............41.4Principles of marketing segmentation..........................................................................................4TASK – 2....................................................................................................................................................52.1Strategic planning of London and its importance.........................................................................52.2Relevance of marketing research to managers.............................................................................62.3Influence of marketing on society................................................................................................6TASK – 3....................................................................................................................................................73.1Issues in the elements of Marketing Mix of Thomas Cook..........................................................73.2Significance of service marketing mix.........................................................................................83.3Concept of Total Tourism product...............................................................................................8TASK – 4....................................................................................................................................................94.1Role of promotional mix..............................................................................................................94.2Planning integrated promotional campaign..................................................................................9CONCLUSION...........................................................................................................................................9REFERENCES..........................................................................................................................................10
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INTRODUCTION Articulating about the travel and tourism industry, it is quite complex and dynamic innature and has its ranges in various parts of the world. Each and every industry is needed to haveeffective implementation of marketing principles so as to succeed and achieve the path ofgrowth. Travel and tourism sector is impacted by various factors and thus, it is quite necessary tofocus in relation with the marketing strategy (Abu and et. al., 2012). Pertaining to this, itbecomes essential to formulate strategies as well as policies in such a manner that achieves thepre-determined objectives as well as goals. Consequently, the main focus of the current researchreport is to understand the concept of marketing at the strategic level and gradually indulge intovaried aspects of marketing process. Evaluation as well as development of marketing strategies of the destination will beconducted as a management trainee of Visit London. Concerning this deep research will becarried out in regards with the tourism product, amenities and services of London. Visit Londonis an official website accountable for promoting the destinations in London. Furthermore,Buckingham palace is chosen for the present research report. It is the London residence as wellas administrative headquarters of the Monarch of UK (Visit London, 2018). It is a beautifulpalace which is open for the general public who can see the treasures of history whichencompasses paintings and other artistic things. 1
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TASK – 11.1Core concept of marketingNeeds, wants and demands – This concept is of the belief that needs, wants as well asdemand of the clients is varied and therefore, to achieve competitive edge over the otherfirms in the market, it is quite significant for the firms to comprehend the taste andpreferences of the customers. After ascertaining the preferences, it is important to design theproduct consequently. Speaking about promoting London as a tourist destination, thecompany is required to satisfy safety, social esteem, physiological and self-actualization needof the people at London (Fyall and Morgan, 2009). With the support of marketing,companies foresee and identify the demand of the target customers. After that strategies aredevised to achieve determined requirements. Customer value and satisfaction – With this, the firm makes sure that their clients gets fullvalue of their money paid and are satisfied with the products and services. Further, the valueof the services is identified with the satisfaction level of the customers. Marketing offer – Being an Assistant manager, understanding the desire of the customersvisiting London is necessary. It is also responsibility of the manager to deliver the same thingbeing demanded by the visitors. Further, the firm is also responsible for identifying the targetgroup and anticipating their needs like accommodation, widespread travelling, holidaypackages etc. Furthermore, the requirements of the visitors can be ascertained throughmarketing research. It can be introduced on the current and future potential market (Acton,2012). Markets – Market is nothing but a place that needs to be promoted by the firm. In addition tothis, it also takes into account clients that have specific desire and needs. Visit London issuccessfully offering valuable services to customers of both international and domesticmarket because of growing internationalization. Taking the present case, the firm isrendering supportive hand in indorsing Buckingham palace. In this regards, it is necessary toevaluate the threats and opportunities of target market of the product. For illustration, thepalace is established in central London area. This area is famous for systematic and strategicencouragement of structure of tourism and thus, it will attract number of tourists (Goeldner,2000). 2
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