Travel Marketing and Tourism Research

This assignment delves into the contemporary landscape of travel marketing and tourism research. It examines topics such as the impact of virtual reality technology on tourism marketing, persuasive communications in mobile tourism shopping, and strategic management approaches within the tourism industry. Students are required to analyze scholarly articles and publications that explore these concepts, demonstrating an understanding of current trends and challenges in the field.

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
A. Core concept of marketing and its application on Visit Scotland..........................................1
B. Marketing environment of Scotland and its impact on travel and tourism industry and Visit
Scotland.......................................................................................................................................2
C. Factors affecting consumer motivations and demand for Scotland as tourist destination for
business and leisure travellers.....................................................................................................3
D. Principle of market segmentation and its use in marketing planning for Scotland................3
TASK 2............................................................................................................................................4
A. Importance of strategic marketing plan for Scotland as tourist destination with importance
of marketing research in planning process..................................................................................4
B Discuss relevance of market research and information for travel and tourism sector
managers at Scottish tourism......................................................................................................5
C Positive and negative influence of marketing on society including the tourists and native
public of Scotland.......................................................................................................................5
TASK 3............................................................................................................................................6
A. Elements of marketing mix and issues of designing and developing UK tour operator........6
B Discuss the importance of service sector mix elements..........................................................6
C. Apply and discuss the concept of “Total tourism product” and various components
integrated within by Visit Scotland.............................................................................................7
D. The integrated nature and role of the promotional mix with reference to Visit Scotland......8
E. Plan an integrated promotional campaign for Visit Scotland.................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The Travel and Tourism sector is one of the fastest growing industrial sector in the world.
Hence, the proper marketing and promotional measures are required to be managed and thus will
look after proper assessment of transportation and other facilities that are been offered by the
organisation. This will help in proper planning of services and promotional measures that are
been carried out by a travel and tourism enterprise. The current report will lay an emphasis on
Scotland based travel and tourism enterprise, Visit Scotland.
The report will cover the analysis of core concepts of marketing of the destination
country. Besides this, the promotional environment of Scotland with growth of busienss and
destinations. Also, the consumer motivation and market segmentation appraches are analysed.
Other than this, importance of strategic planning, importance of promotion with relevance to
market research is been carried out. Also, the positive and negative impact of marketing on
society is been evaluated. The marketing mix approaches are analysed with essentialness of
service sector mix and concept of total tourism product is integrated with role of promotional
mix and promotional plan of selected tour operator is carried out.
MAIN BODY
TASK 1
A. Core concept of marketing and its application on Visit Scotland
Different promotional concept is been carried by the organization that will help in
carrying out of the marketing of effective goods and services that will help in proper planning of
growth of Visit Scotland. Some major marketing concepts that are carried out by Visit Scotland
are:
 Production concept: This includes the measures undertaken for proper development of
services and products that are easily accessible and highly affordable in nature. Visit
Scotland will look after offering of visits made to various tourist destinations of the
country in a relatively comfortable and reasonable price range (Moutinho and Vargas-
Sanchez, 2018). It will improve the sales of the organization and assists the allocation of
resources and services in an effective way.
 Product concept: This promotional measure will include the developing of high quality
product or service that will attract the customers to purchase them. Visit Scotland is
required to follow the attributes like high quality, reasonable prices and innovative
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features which will prove out to be driving factor for improving the sales of the
organization.
 Selling concept: The selling of the product or services that are been offered by an
organization is deeply based on the effective and extensive marketing approaches that are
been implemented by the organization. This will help in carrying out of transactions and
developing long term relationship with their customers. A good promotion will support
higher sales of travel and tourism facilities offered by Visit Scotland (5 Marketing
Concepts, 2019).
 Marketing concept: The marketing concept is based on the principle of identifying the
target customers needs and providing elegant and suitable products accordingly in order
to achieve their high level of sales and increase their satisfaction level. It follows the
concept of customer first and delivering right product to right customers to have high
level of sales.
B. Marketing environment of Scotland and its impact on travel and tourism industry and Visit
Scotland
Effective marketing operations that are been carried out by an organization that will help
in proper planning of promotional measures which are carried out by selected travel and tourism
enterprise. This will help in improving the sales and carrying out of promotional facilities which
are been carried out by organization in an effective and significant manner. The promotional
environment of Scotland will help the selected Travel and tourism enterprise to improve its sales
and carry out effective marketing operations. This will help in meeting the needs of customers
and hence, handle the needs of tourists.
The industry friendly policies and suitable coordination that is been carried out by the
tour operator organizations assists in improving and providing suitable services and growth
measures. The National Tourism Strategy will support the growth of travel and tourism industry
in Scotland to over 50%. Besides this, the major aim of these operations is to provide suitable
hike in turnover of organization in a significant manner. This strategy supports development of
tourist destinations of Scotland as a popular hubs and improves the travel and tourism facilities
which are been carried out by the firm. The tour operator firms like Visit Scotland will look after
the ongoing trends carried out by different tour operators within the country.
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C. Factors affecting consumer motivations and demand for Scotland as tourist destination for
business and leisure travellers
In order to promote the proper consumer motivation level in order to raise and meet the
demand of business and leisure travelers. These factors helps in proper planning of development
operations which are been carried out by organization. It will help in promoting development of
travel and tourism facilities offered by organizations like Visit Scotland. Some major and key
factors affecting consumer motivation and demands are as follows:
 Global economy: Traveling, being considered as a major luxury and medium of leisure.
As traveling needs a greater deal on money and resources, population with lower income
will be reluctant to spend money on leisure traveling. Thus, the tour operator firms like
Visit Scotland are required to look after management and offering of tour facilities on am
reasonable rate. Besides this, the higher economic conditions promote both, leisure and
business based traveling. Cheaper traveling cost will promote sales of travel and tourism
(Vellas, 2016).
 Internet and social media reviews: The online reviews of a location or tourist
destination will be a key driving factors that will facilitates the promotion of both,
business and leisure based traveling. This will help in developing a location and other
facilities accordingly, in order to increase customer satisfaction level. The social media
platforms like Face book, twitter etc. will be an essential medium to get idea about the
reviews and ratings related to a location like Scotland.
 Safety and ease of traveling: This is a very important aspect for both, business and
leisure travelers. The safety concerns, threat of terrorism and convenience of transporting
from one location to another plays a very significant role in developing travel and tourism
services.
D. Principle of market segmentation and its use in marketing planning for Scotland
In order to promote effective development of travel and tourism facilities, suitable
principles of market segmentation will be followed which will help in proper planning of
services and hence, assists in developing a marketing plan to upgrade Scotland as a travel and
tourism hub. These segmentation measures will help in carrying out of development measures of
Scotland. Some major principles of market segmentation that will aid in marketing plan for
development of Scotland are:
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 Geographic segmentation: This includes the location into geographical subsections for
its better management. For instance, Scotland will be divided into various geographical
region on basis of lakes, mountains and valleys. It will assist in developing the
promotional measures and other facilities accordingly (Buhalis and Foerste, 2015).
 Demographic segmentation: This segmentation will be observed on the basis of demo
graphical factors like age, religion, education, ethnicity and race. Scotland can develop
travel and tourism facilities accordingly on this basis.
 Psycho graphic segmentation: This segmentation is observed on the basis of social
status, lifestyle and personality. Scotland is required to accommodate the facilities and
growth measures as per the lifestyles and status of the travelers and native people.
 Behavioral segmentation: this includes the behavior of a person including the user
status, purchasing capacity and loyalty level that will help in identifying the needs and
demands of their tourists or customers.
TASK 2
A. Importance of strategic marketing plan for Scotland as tourist destination with importance of
marketing research in planning process
Effective marketing strategies will be observed and followed by the chosen travel and
tourism service operator enterprise, Visit Scotland. This will help in proper planning of
promotional strategies which are been carried out by organization. Besides this, it supports the
identification of competitors which will help in proper identification of profit making strategies
and hence will support a good rise in creation of an organizational and marketing plan.
Besides this, it will also help in finalizing the coordination and setting up of target users
and markets to provide suitable services accordingly (Moutinho and Vargas-Sanchez, 2018). All
these measures contributes to evolve Scotland as a major tourist destination. In order to make
suitable strategic marketing plan, effective market research is required to be followed. It is
essential because it will help in identifying and meeting the needs and requirements of tourists or
potential customers and provide them with services accordingly. Other than this, it assists in
achieving the pre determined objectives.
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B Discuss relevance of market research and information for travel and tourism sector managers
at Scottish tourism
The effective market research and information measures are required to be significantly
evaluated by the managers of Scottish Tourism sector, in order to identify the needs and demands
of their loyal and potential customers for the tourism facilities in Scotland. The proper planning
of operations will help in carrying out of services and hence support a good rise in development
of effective products and services (Xiang, Magnini and Fesenmaier, 2015). The suitable
information about the needs and demands of the customers will help in proper planing of
services, that will help in proper planning of products or goods which are been carried out by
tourism service providers at Scotland.
In order to develop Scotland as effective tourist destination, proper evaluation of tourism
market trends, assessment of tourist demands and having suitable data top develop good quality
products and services will be undertaken by the tour operator organizations within Scotland. The
managers gather these data, performs appropriate assessment and evaluation and lead out to
develop high quality products or services (Xu and et.al., 2016). This will help in carrying out of
measures to develop Scotland as a good tourist destination.
C Positive and negative influence of marketing on society including the tourists and native public
of Scotland
Developing of Scotland as the effective and suitable tourist destination will have a crucial
impact on the demo graphical, economic, ethical and environmental factors. This will help in
proper planning of services and handling the development of Scotland as a popular tourist
destination.
Some positive influence of marketing are:
 Proper growth of economic conditions of the organization as well as the destination. It
will help in proper planning of services and product development measures which
supports the rise in carrying promotional measures.
 Development of Scotland as tourist destinations will help native people to increase their
business and have a good development in their economic conditions (Camilleri,
Camilleri and Acocella, 2018).
 It will help in controlling the consumer needs and improving their satisfaction level.
Some negative influence of marketing are:
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 The rise in marketing operations will lead to increase in deforestation that leads to
decrease in environmental conditions of Scotland.
 The privacy and ethical functionality of the people may have the adverse impact on the
functionality of the organisation and development of destination.
TASK 3
A. Elements of marketing mix and issues of designing and developing UK tour operator
Different elements of the marketing mix measures will be taken in consideration by the
organization that supports the proper promotion of the products and services offered by the
enterprise in a significant manner (Mulet-Forteza and et.al., 2018). The proper marketing mix of
an organization are:
Price: The suitable pricing by Visit Scotland will encourage the customers which will
help in proper rise in the customers and sales of the travel and tourism sector. This will help in
carrying out of travel and tourism operation developing Scotland as a tourist destination. The
ticketing and other expenses can be incorporated within the tour package.
Product: The product for the tour operator will be the visit to tourist locations and this
will help in improving the sales of UK based tour operator, Visit Scotland. This will help in
improving market presence of the organization.
Place: Visit Scotland is required to develop Scotland and its various locations as a tourist
hot spot. This will help in geographical and demo graphical development of a location within the
country.
Promotion: Effective marketing can be carried out by Visit Scotland that will lead to
suitable rise in carrying out of growth measures and promoting Scotland as an emerging tourist
destination (Huang and et.al., 2016).
Besides this, the firm is susceptible to face certain issues which can impact the
developing of product, price and place. The change in currency exchange rates, economic
disturbance, political factors such as Brexit etc can influence setting up of marketing operation
by the firm.
B Discuss the importance of service sector mix elements
The service sector mix or marketing mix that is been carried out by the UK based tour
operator firm, Visit Scotland will lay a significant impact on the operations and setting up of
suitable planning of the development of Scotland as an effective tourist destination (Huang and
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et.al., 2016.). The various service sector mix evaluated by the organization will have a significant
impact on operations and other growth measures that are been carried out by the tour service
provider. Some major importance of service sector mix elements for Visit Scotland are:
 Price: The appropriate price management is very essential for the organization. A
reasonable pricing will encourage customers to make purchase of tour package.
 Product: Providing suitable product is very important as it leads to have a good customer
satisfaction level and hence leads the organization to improve their service quality.
 Place: Suitable accommodation with safe and comfortable stay should be provided which
will improve the sales of tour packages and hence increase revenue generation by Visit
Scotland (Park, Ok and Chae, 2016).
 Promotion: Effective marketing measures are been carried out that will help in
enhancing the awareness of customers about a product or service and induce rise in sales
of chosen UK based tour operator organization.
All these measures will effectively help in carrying out of development of a service sector
firm in an effective way.
C. Apply and discuss the concept of “Total tourism product” and various components integrated
within by Visit Scotland
The Total tourism product is a concept in the travel and tourism industry that integrates
all the essential components of tourism industry like accommodation, traveling, adventure sports
etc. This will help in providing the customer with whole sum package, leading to rise in its
satisfaction level (Reino and Hay, 2016). This concepts help in identifying the needs and
demands of various customers and meeting them in most significant manner. It will enhance the
overall performance of Visit Scotland and improve their customer satisfaction level. This will
help in proper rise in setting up of effective guidelines which narrows down the assessment and
product development process. It includes different components such as:
Accommodation: This includes the hotels, motels and other guest houses that provides the
facilities of staying and resting to the tourists (Kolb, 2017).
Food and beverages: This includes the eateries, restaurants and other street vendors
collaborating with Visit Scotland.
Accompanying facilities: It includes the facilities like adventure sports, safari, transportation to
various other tourist destination etc. it contributes in improving customer satisfaction level.
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Communication: This will help in case of business meetings and travelers visiting for a on
leisure purpose. The arrangements will be tailor made as per their needs.
D. The integrated nature and role of the promotional mix with reference to Visit Scotland
The integrated nature of the promotional mix measure that is been carried out by the
organization that will support an effective rise in the sales and overall market performance of
Visit Scotland that will support an effective rise in carrying out of travel and tourism measures
which are been taken by selected UK based tour operator firm (Kim and et.al., 2016). All the
components of these promotional mix are interrelated to each other and play an important role in
increasing sales of the tour packages that are been offered by the organization.
It assists in enhancing the performance and quality of products and services that are been
carried out by the organization. All these measures will lead to significant rise in market share of
the organization in a significant manner. Visit Scotland will lead to rise in carrying out of
services which will play a significant role in identifying the tourism related demands of various
customers and developing appropriate products and services accordingly (Prebežac, Schott and
Sheldon, 2016).
E. Plan an integrated promotional campaign for Visit Scotland
The integrated target plan for the promotional campaign will include following
components:
Target Audience:
The target audience fr the effective development of the high quality tourism package will
include the people interested in adventure sports, visit to historical places and nature enthusiast.
STP:
Segmenetation: This will help in segmenting the various sections of society within different
countries.
Targeting: It will involve young and high class section of society, who are willing to pay for
tourism services.
Positioning: Various adventure sports and events like hiking, trekking etc can be arrange at
different location in Scotland.
Marketing channels:
The print as well as the digital media tools are been carried out that will help in
improving the awareness of customers about services. Besides this, social media platforms can
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be utilized for proper promotion of high quality products and services to their customers (Wolf,
Ainsworth and Crowley, 2017).
Budgets:
An approximate budget of about £20,000 can be used with effective assessment of
different promotional measures that are been undertaken by the firm.
Monitoring methods:
The regulatory body will be set up to monitor the operations of promotional campaign.
Besides this, various digital and IT tools can be utilized by Visit Scotland for monitoring
purpose.
CONCLUSION
On the basis of the assessment that is been carried above, this can be said that the suitable
marketing measures are required to be taken in consideration by a travel and tourism enterprise.
This will help in carrying out of operations in most effective manner and hence, leads to rise in
improving the sales and promotion of goods and services offered by a UK based tour operator.
The effective elements of marketing mix with their roles and importance is evaluated. Other than
this, suitable campaign plan is been developed in order to analyze and promote the effective
travel and tourism based services offered by the organization.
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REFERENCES
Books and Journals
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-
creation of value. Journal of Destination Marketing & Management. 4(3). pp.151-161.
Camilleri, M.A., Camilleri, M.A. and Acocella, 2018. Travel marketing, tourism economics and
the airline product. Springer International Publishing.
Huang, Y.C. and et.al., 2016. Exploring the implications of virtual reality technology in tourism
marketing: An integrated research framework. International Journal of Tourism
Research. 18(2). pp.116-128.
Kim, M.J. And et.al., 2016. Dual-route of persuasive communications in mobile tourism
shopping. Telematics and Informatics. 33(2). pp.293-308.
Kolb, B., 2017. Tourism marketing for cities and towns: Using social media and branding to
attract tourists. Routledge.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Mulet-Forteza, C. and et.al., 2018. Twenty five years of the Journal of Travel & Tourism
Marketing: a bibliometric ranking. Journal of Travel & Tourism Marketing. 35(9).
pp.1201-1221.
Park, S.B., Ok, C.M. and Chae, B.K., 2016. Using twitter data for cruise tourism marketing and
research. Journal of Travel & Tourism Marketing. 33(6). pp.885-898.
Prebežac, D., Schott, C. and Sheldon, P. eds., 2016. The tourism education futures initiative:
Activating change in tourism education. Routledge.
Reino, D. and Hay, B., 2016. The use of YouTube as a tourism marketing tool.
Vellas, F., 2016. The international marketing of travel and tourism: A strategic approach.
Macmillan International Higher Education.
Wolf, I.D., Ainsworth, G.B. and Crowley, J., 2017. Transformative travel as a sustainable market
niche for protected areas: a new development, marketing and conservation
model. Journal of Sustainable Tourism. 25(11). pp.1650-1673.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet. Journal
of Retailing and Consumer Services. 22. pp.244-249.
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Xu, F. and et.al., 2016. Tourists as mobile gamers: Gamification for tourism marketing. Journal
of Travel & Tourism Marketing. 33(8). pp.1124-1142.
Online
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