Marketing in Travel and Tourism

MARKETING IN TRAVEL AND TOURISM
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Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
Task 2...............................................................................................................................................7
Task 3.............................................................................................................................................10
Conclusion.....................................................................................................................................13
Reference list.................................................................................................................................14
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Introduction
Tourism is an important aspect of the GDP growth in the countries of modern time. Moreover, it
needs to be stated here that it contributes significantly to the national income of the countries. In
this aspect, the contribution and the enhancement of the tourism sector in countries like United
Kingdom and Scotland has been discussed. The importance of marketing in developing the
sector has been reiterated in the project. In doing so, the discussion on the core concepts of
marketing in respect to Loch Lomond and Skye in Scotland has been discussed. The analysis of
the marketing environment in Scotland has been provided. Factors that affect consumer
motivation and demand for Scotland as tourist destination has been discussed. Principle of
market segmentation have been defined and incorporated in the project. Moreover, identification
of the marketing elements in UK tour operators have been done. Application and discussion of
the elements of tourism has been discussed and the importance of integrated promotional
campaigns has been discussed in this essence.
Task 1
1.1 Discussion on the core concepts of marketing and application of it to Loch Lomond and
Skye in Scotland
In continuing the project it is required to be stated that the concept of marketing revolves around
five postulates namely the production concept, the product concept, selling concept, marketing
concept societal marketing concept. In discussing the core, concepts of marketing, analyzing the
potentials of Loch Lomond and Skye are important (Gregori et al. 2014). From the research of
background, it has been evident that Loch Lomond and Skye has immense potentials both for
tourists from within the country and also international communities. Here it has been apparent
that in marketing the Loch Lomond and Skye as tourist destinations awareness among the people
needs to be created (Seetaram et al. 2014). Portraying the kind of services that the place
provides will help in increasing the number of tourist visiting the area.
While particular world occasions have brought about impermanent moves in travel designs, they
have not brought about less go, as world tourism reliably proceeds to develop by 4% every year.
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There is a long history of inviting guests to the National Park territory, with the first visitors
arriving before the actual arranged time as the 1700s (Mariani et al. 2014). The coming of
railroad and steamer go in the nineteenth century opened up the zone to guests and it turned into
a noteworthy occasion goal amid Victorian circumstances. With the 1920s industrialization of
Glasgow, the Park area turned into a day what’s more, end of the week break goal for the city,
and as amusement developed, wound up plainly known for water based exercises, for example,
sailing, water skiing and angling and additionally available slope strolling. The marketing and
the policies in drawing tourists to destinations like Skye and Loch Lomond has to be framed
keeping these in mind (Gustavo, 2013). This will help in preserving the individuality of the place
and at the same time will help in marketing the product in a better manner. This will also help in
increasing the income of the people in the area and increase the revenue of the government. This
will further help in the enrichment of the infrastructure.
1.2 Analysis of marketing environment of Scotland as a tourist destination and its impact
on the travel and tourism business in Scotland
PESTLE Analysis
Political  Changes in political stances
 Stable political rules and regulation
Economical  Fix income level of the people in
society
 Standard management of income
Social  Changes in sociological stances are
quite low
 Quite many people are tourist tourism
enthusiast
Technological  Huge inflow of technological
development
 Improvement of online operation ion
tourist destination
Environmental  Environment sustainability
 Awareness in using paperless work
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