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Marketing in Travel and Tourism Concept

Added on - 22 Nov 2020

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Marketing in Travel andTourism
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1TASK 1............................................................................................................................................1A. Core concept of marketing and its application on Visit Scotland..........................................1B. Marketing environment of Scotland and its impact on travel and tourism industry and VisitScotland.......................................................................................................................................2C. Factors affecting consumer motivations and demand for Scotland as tourist destination forbusiness and leisure travellers.....................................................................................................3D. Principle of market segmentation and its use in marketing planning for Scotland................3TASK 2............................................................................................................................................4A. Importance of strategic marketing plan for Scotland as tourist destination with importanceof marketing research in planning process..................................................................................4B Discuss relevance of market research and information for travel and tourism sectormanagers at Scottish tourism......................................................................................................5C Positive and negative influence of marketing on society including the tourists and nativepublic of Scotland.......................................................................................................................5TASK 3............................................................................................................................................6A. Elements of marketing mix and issues of designing and developing UK tour operator........6B Discuss the importance of service sector mix elements..........................................................6C. Apply and discuss the concept of “Total tourism product” and various componentsintegrated within by Visit Scotland.............................................................................................7D. The integrated nature and role of the promotional mix with reference to Visit Scotland......8E. Plan an integrated promotional campaign for Visit Scotland.................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONThe 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 willlook after proper assessment of transportation and other facilities that are been offered by theorganisation. This will help in proper planning of services and promotional measures that arebeen carried out by a travel and tourism enterprise. The current report will lay an emphasis onScotland based travel and tourism enterprise, Visit Scotland.The report will cover the analysis of core concepts of marketing of the destinationcountry. Besides this, the promotional environment of Scotland with growth of busienss anddestinations. Also, the consumer motivation and market segmentation appraches are analysed.Other than this, importance of strategic planning, importance of promotion with relevance tomarket research is been carried out. Also, the positive and negative impact of marketing onsociety is been evaluated. The marketing mix approaches are analysed with essentialness ofservice sector mix and concept of total tourism product is integrated with role of promotionalmix and promotional plan of selected tour operator is carried out.MAIN BODYTASK 1A. Core concept of marketing and its application on Visit ScotlandDifferent promotional concept is been carried by the organization that will help incarrying out of the marketing of effective goods and services that will help in proper planning ofgrowth of Visit Scotland. Some major marketing concepts that are carried out by Visit Scotlandare:Production concept:This includes the measures undertaken for proper development ofservices and products that are easily accessible and highly affordable in nature. VisitScotland will look after offering of visits made to various tourist destinations of thecountry 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 ofresources and services in an effective way.Product concept:This promotional measure will include the developing of high qualityproduct or service that will attract the customers to purchase them. Visit Scotland isrequired to follow the attributes like high quality, reasonable prices and innovative1
features which will prove out to be driving factor for improving the sales of theorganization.Selling concept:The selling of the product or services that are been offered by anorganization is deeply based on the effective and extensive marketing approaches that arebeen implemented by the organization. This will help in carrying out of transactions anddeveloping long term relationship with their customers. A good promotion will supporthigher sales of travel and tourism facilities offered by Visit Scotland (5 MarketingConcepts,2019).Marketing concept:The marketing concept is based on the principle of identifying thetarget customers needs and providing elegant and suitable products accordingly in orderto achieve their high level of sales and increase their satisfaction level. It follows theconcept of customer first and delivering right product to right customers to have highlevel of sales.B. Marketing environment of Scotland and its impact on travel and tourism industry and VisitScotlandEffective marketing operations that are been carried out by an organization that will helpin proper planning of promotional measures which are carried out by selected travel and tourismenterprise. This will help in improving the sales and carrying out of promotional facilities whichare been carried out by organization in an effective and significant manner. The promotionalenvironment of Scotland will help the selected Travel and tourism enterprise to improve its salesand carry out effective marketing operations. This will help in meeting the needs of customersand hence, handle the needs of tourists.The industry friendly policies and suitable coordination that is been carried out by thetour operator organizations assists in improving and providing suitable services and growthmeasures. The National Tourism Strategy will support the growth of travel and tourism industryin Scotland to over 50%. Besides this, the major aim of these operations is to provide suitablehike in turnover of organization in a significant manner. This strategy supports development oftourist destinations of Scotland as a popular hubs and improves the travel and tourism facilitieswhich are been carried out by the firm. The tour operator firms like Visit Scotland will look afterthe ongoing trends carried out by different tour operators within the country.2
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