[SOLVED] Marketing and Tourism: A Comprehensive Study

This assignment delves into the world of marketing in the tourism industry. It highlights the significance of marketing in achieving business objectives, particularly in expanding profits and attracting clients. The study emphasizes the importance of a suitable marketing technique that caters to the needs of advertising groups, ensuring that all requests for offering or advertising mix necessities are fulfilled. Additionally, it discusses various resources such as books, journals, and online articles related to marketing in the tourism industry.

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing for travel and tourism sector....................................................1
1.2 Influence of marketing environment on individual business................................................2
1.3 Factors influencing consumer motivation and demand........................................................2
1.4 Principles of market segmentation........................................................................................2
TASK 2............................................................................................................................................2
2.1 Importance strategic marketing planning..............................................................................2
2.2 Relevance of marketing research and information to managers...........................................2
2.3 Impact of marketing on society.............................................................................................2
TASK 3............................................................................................................................................2
3.1 Issues in product, price and place elements of marketing mix.............................................2
3.2 Significance of service sector in tourism sector....................................................................3
3.3 Concept of total tourism product...........................................................................................3
TASK 4............................................................................................................................................4
4.1 Integrated nature and role of promotional mix.....................................................................4
4.2 Plan and justification promotional campaign for tourism business......................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing is seen as a continuous process because it act as a necessary tool for
development or growth of overall corporate world because it aids enterprises in promoting their
products across international boundaries (Garín-Muñoz and Pérez-Amaral, 2011). In fact,
tourism industry is growing in a fastest way because millions of the customers becoming more
curious to see the entire world. Along with this, travelling is a pleasure or business or technique
of seeking attention of visitors. Scotland is a land of mountains by having very attractive cultural
sceneries whose main objective is to capture minds of numerous of tourist. Main objective of this
assignment is to consider Scotland as a tourist destination and required to plan an effective
marketing strategy for promoting this city across the nation. Thus, report is going to describe
external or internal features of Scotland with the help of marketing tools or components in order
to encourage customers towards this beautiful city. Furthermore, issues in marketing mix as well
as integrated nature or role of promotional mix while promotion is also outlined in this
assignment.
TASK 1
1.1 Core concepts of marketing for travel and tourism sector
Marketing is a term whose main motive is to identify the needs or wants of classified and
targeted group in order to fulfils their requirements by satisfying them. Scotland is a very
beautiful place by having cultural scene which attract numerous of visitors towards them. In fact,
it shares a border with England in south side and drifted by Atlantic ocean (Goeldner and
Ritchie, 2012). Along with this, country is made up with around more than 790 islands due to
which it seems like heaven on earth . As a trainee it is essential to highlight impressive quality
of this nation for attracting number of customers. Suitable usage of marketing tools plays a very
eminent role in generating maximum benefit and able to promote beauty of Scotland across
international boundaries. Therefore, core concepts of marketing in travel and tourism sector is
described as follows:-
 Needs and wants:- Initially they need to identify requirements of tourist while promoting
Scotland as a tourist destination. Visitors always dream to see best places and wanted to
experience new things.
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 Safety and security:- Protection of customers is responsibility of organization because
every individuals want safe environment while travelling. Safety is first priority; thus
tourist planner needs to design it properly by considering relevant facts or figures.
Market segmentation:- One of the major role is to classified consumers into different market for
understanding their desired and wants in order to design tour as per their choice (Goodall and
Ashworth, 2013).
Core concept of marketing plays a very eminent role in identifying the needs and basic
necessity of customers while travelling across the world. In fact their main objective is to
satisfied requirements of entire society or members who are travelling.
Hence, core concept of marketing is fully depend upon choice, preferences, and demand
of domestic as well as foreign customers.
1.2 Influence of marketing environment on individual business
Surrounding is a term which signifies all the necessary variables or factors that influence
business activities directly or indirectly because entire components are interlinked with each
other. Basically, it has been observed that environment always fluctuating because of change in
trends and all other factors; thus managers of a company needs to monitored their activities on
regular basis. Marketing environment of travel and tourism is classified into two parts which is
highlighted as follows:-
 Micro :- Internal factors consist of factors that include; consumers, employees and
suppliers. In fact these components are controlled, managed or regulated within
enterprise because they perform with organization. An organization need to focus on the
choice or preferences of consumers for satisfying their needs or demands as they are end
user of goods or services offered by tourism industry. Along with this employees are also
act as a very indispensable role because entire work are managed or regulated by staff
members of company.
 Macro :- Elements falls under this category is ; political, legal, social, economical,
environmental. These components are not fully controlled or managed by organization.
In fact they are always fluctuated due to change in environment (Hahm and Wang,
2011). External factors are managed by governing bodies which influence success and
development of an enterprise as well as designed their policy as per norms, rules and
regulation.
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Thus, it has been analysed that surrounding of marketing have a greater impact on a
particular business because an organization is going to adopt various promotional techniques
for capturing attention of millions of customers.
1.3 Factors influencing consumer motivation and demand
By examining the difference in inspiration in Scotland, the wants of the clients are
anticipated those assistance in making the bundles of the visits and the making arrangements for
their showcasing. Elements can be enthusiastic, social and individual. Another factor is the
approach of the administration like money related and monetary that leaves the immense effect
on the matter of the tourism. Any variety in the money impacts on the benefit of the business. In
comparable way, any expansion/diminish in such figures comes about the request of the tourism
part samy. The following are the Factors are:
Models of buyer conduct: It incorporates reliability, human science and brain research. It means
marketing techniques able to influence the minds of behaviour by manipulating them and enforce
towards buying their products.
Loyalty: Some buyers are stick on the one item they are steadfast towards the organization.
Clients who are fulfilled by the item offered by enterprises are stick on this organization just at
the season of taking any bundle (Hall, 2013).
Sociology: Buying pattern of the shopper changes every now and again the same number of
contenders are accessible with the new item and endeavouring to persuade that they offering
best. In this factor purchaser may be influenced by another brands.
Brain research: It's a human brain research of needing to purchase something other than what's
expected each time as relatively to the past. So to fulfil the purchaser needs and to stop them for
moving to other brand. Travel companies of Scotland should make new and diverse procedures
to adjust the new changes in fulfilling the requirements of the customers. Likewise, takes after
the new arrangements later on according to the systems and investigation (Hall, 2012).
Determinants of customer inspiration:
The principle determinants are:
Effect on shopper choice making: Flexibility, fulfil needs, great administration/items are
principle reasons that gives the consumer loyalty specifically and inspires them to stick on their
specific choice of purchasing the item from a similar organization next time.
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Impact on customer strife determination: After getting the requirements of the shopper fulfilled
the primary inspiration reason is to impact or spur purchaser to escape the contention with
himself of purchasing the item. Perplexity emerge before numerous providers supplies an
indistinguishable items (Hays, 2013).
1.4 Principles of market segmentation
Market division intends to reach to meet all the objective buyers with the goal that the
association fulfils the shopper wants. It is valuable for the showcasing arranging where advertise
is isolated into different gatherings in view of the components known as target buyers as well.
Target buyers are characterizing the customer as far as statistic, geographic and behavioural
attributes. The buyer advertise are separated into various portions by keeping the clients way of
life, needs, social class, identity and so forth. In a gigantic aggressive market where numerous
contenders are accessible with the distinctive sorts of items those offered a similar item to the
buyers. It assumes a critical part in the area of tourism where travellers are isolated into different
sections of the market and having unique or same needs of each individual. Numerous explorers
have distinctive bundles as a contender of Scotland yet to pull in clients organization should
think of new changes or creative thoughts. In the market division of the Tourism companies of
Scotland, it perceives the necessities of buyers and partitions them in various segments according
to the requirements (Hudson and Thal, 2013). Market division helps the organization in giving
the best bundles of the visits according to the necessities with the goal that the customers fulfil at
the best. The normal factors on which market of tourism separated are age, family, nationality,
Gender and so forth or on the phase of the customers like high school, youth and so on. The
fundamental design is to accomplished the requirements of the purchasers.
TASK 2
2.1 Importance strategic marketing planning
Arranging is exceptionally key for each association since it helps in limiting boundaries
or snags which make issues while achieving business exercises. Actually key arranging gives
restorative way to whole relationship and in addition helps in limiting further oversights or
mistakes. According to …..... promoting encompassing in tourism division is absolutely
powerful which isn't anything but difficult to foresee because of its many-sided quality . Along
these lines, as partner trough it is basic to make successful plans by fitting arranging process for
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building structure of a venture. On contrary to this.......said that strategic marketing planning
plays a very eminent role in merchandising sector because it guide entire team towards corrective
path by providing an effective blueprint. Number of multinational organization was built in
Scotland which gives subjective products or administrations to their coveted local or remote
buyers. Be that as it may, this undertaking is additionally having a type of quality and
shortcoming or openings and dangers. In this manner, a viable SWOT evaluation of alluded
affiliation is depicted as takes after:-
 Strength:-
1. Scotland is seen as a best tourist destination because of their heavy
mountains which attract millions of customers.
2. Surrounded with islands.
3. Facilitate customers while travelling.
4. Adventurous trip for youngsters.
 Weakness:-
1. Unpredictable environment.
2. Presence of risk. Opportunities:-
1. Emergence of advanced technology.
2. Availability of number of promotional techniques.
 Threats:-
1. Introduction of number of other close cities as a tourist destination.
2. Presence of major competitors.
Appraisal of SWOT is a suitable procedure for understanding current circumstances of
organization keeping in mind the end goal to direct further changes as needs be (Kayar and
Kozak, 2010). Alongside this it likewise helps in upgrading execution of whole relationship by
distinguishing shrouded hindrances and help toward change and in addition to build productivity.
Consequently, some real points of interest of Scotland aggregate are depicted underneath:-
• Helping in defeating hindrances or obstructions.
• Make a fitting or viable arranging of promoting effort.
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• Increasing profitability of an association by fulfilling clients.
• Eradicating clashes and question between bosses or subordinates for keeping up the
serene condition .
• Get mindful about accessible contenders.
Subsequently, it has been watched that key arranging is extremely vital for progress and
development of an endeavour by taking out every one of the issues and obstructions.
2.2 Relevance of marketing research and information to managers
Promoting data characterizes every one of the points of interest that are pertinent to the
organization Scotland and helpful for the further advance. It is all conceivable by the marker
inquire about which is finished by the expert group that is advertising supervisors and so on.
Research done in the market is about the item, client necessities and the most recent pattern or
the creation and deals. Statistical surveying helps the organization in comprehension about the
market in which it tries to advance in for the achievement of the organization. Numerous
contenders are accessible in the market those are giving a similar item at sensible value that
implies bundle incorporated all offers yet exceptionally sensible. Some of them have concocted
very surprising one (Molina, Gómez, and Martín-Consuegra, 2010). In this way, it's all relies
upon the system that how the association will draw in their clients and don't give up their current
clients out. Scotland distinguishes that the statistical surveying/data is particularly advantageous
for keeping up the nature of merchandise/items and the administrations. Research is the key
aides in getting all fitting data about the market, it can be conceivable effortlessly however the
Internet in the limited capacity to focus time. There are different ways excessively like reviews,
Research on tourism industry, Occupancy overview and guest's study.
2.3 Impact of marketing on society
Items and administrations are at last devoured by society since they are end client; along
these lines due to this advertising designs greatly affect whole group. Real targets of promoting
action is to persuade greatest number of shoppers by pulling in towards their noteworthy
occasion bundle of turkey and Spain. Showcasing is a constant procedure through which an
association attempting to advance their administrations and merchandise with the utilization of
different proper instruments for instance; commercial, exposure by sites or TV, handouts and so
on business person of Scotland bunch spend gigantic sum on their promoting office for
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improving their organization position at commercial centre and endeavour to boost their piece of
the pie. Aside from this showcasing division greeter affect society by giving various of
advantages which is said as takes after:-
• Informing traveller:- First and preeminent advance is to give exact data or information
about Scotland bundles by utilizing different methods of promotion. It implies offering branch of
an organization is in charge of illuminating disadvantages or points of interest of products which
is served by big business while trip.
• Managing desires of clients:- Besides offering exact data and information they are
additionally endeavouring to comprehend the requirements, decision, inclinations of residential
and also remote customers. As a matter of fact it is exceptionally basic for getting mindful about
desire of vacationer before arranging voyage through turkey and Spain with a specific end goal
to design everything as needs be. Standards, convictions, tenets and directions shield advertisers
from abuse, cheats or deceiving claims.
• Economic benefits:- Maximization in offers of visitor businesses utilizes number of
people which brought about advancement in economy of a country.
• Influence buyer conduct:- If an undertaking can actualized viable advertising systems
then deals official get prevailing with regards to changing choice of explorers and draw in them
towards their trek by featuring great and alluring goals in Scotland (Morrison, 2013).
Marketing influence society in both manner either positive and negative which is
described below:-
 Positive:- Attracts society towards innovative products by highlighting strength and
weakness in order to satisfied their needs or wants. Along with this helps in offering close
substitutes and discounting price.
 Negative:- Create confusion between actual price as well as forced them to buy specific
products.
According to above invaluable it has been comprehended that limited time office assumes
a noteworthy part in securing consideration of guests for voyage through Scotland keeping in
mind the end goal to picking up enthusiasm of most extreme explorers towards trip. Thusly, as a
right hand trough of an enterprises, it is required to comprehend the significance or hugeness of
showcasing capacity towards society.
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TASK 3
3.1 Issues in product, price and place elements of marketing mix
As a marketing intern of Expedia. Com it has been observed that mixture of 7 P'S plays a
very vital role in development or growth of tourism and if any issues is raised that it
automatically influence their success. In any business operation, marketing mix is an important
aspects of that is taken into consideration. Expedia. Com is a multinational travelling company
which is very famous for its mind blowing method of operating tours across international
boundaries. Therefore they have to focus on issues which is encountered by them while
promoting their business across the globe. The components of marketing are need to be used in
more effective ways. Some crucial elements are discussed underneath: Product: It the necessary facts of business because using this a company can earn
maximum profit. Issues is related with target market in which product are produce as per
customer need. Price: This cost at which a product can be sold. There are so many multiple pricing
strategies which are being adopted by the company that can satisfy customers need and
wants. Company need to decided which is more affordable price for them. Place: It is that place in which an order is to offered to the customers. It is manufactured
at one place and delivered at different places in order to conduct sale.
 Promotions: A positive and effective mode of promotion is been selected by the
company so that maximum profit can be generated.
3.2 Significance of service sector in tourism sector
In case of service sectors, marketing mix is said to be extended marketing and it play a
crucial role in design of product and services (The marketing mix 4P's and 7P's explained, 2015).
In Travelling and tourism business, it all related with effective services that can make any
specific place or organisation a popular destination. The service sector mix involves of seven Ps
in comparison of the other mix. Those are mention as: People: They are those parties which is going to consume those products and make their
valuable contribution whether the product or services are appropriate or not. Physical evidence: The viability of product is present for longer period of time. It is
legal litigation that act as evidence in case product doesn't meet it feature.
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 Process: It is the brand perception which is created by the company about their product
quality that make customer attracted towards them.
Importance:
 It make valuable contribution to GDP of an economy.
 Mostly import it create job opportunities and inputs public services for the nation.
3.3 Concept of total tourism product
Total tourism product: It is known as that product which consists of all related aspects of
travelling option for planning the trip which includes different location. Planning with keeping in
mind regarding the price a consumer is willing to pay and also matter related with the various
types of location. It may also arrange for transformation at different platform and strategy the
visits at various location. On the other hand, a tourism business covers various effective feature
and facilities of the company such as travelling concession, accommodation and other necessary
aspects. Most of the travelling company in now a days to become a one step benefits for all
travelling agency associated with several issues and consumer. They just need to express their
desire to visits various attractive places (Park and Oh, 2012). It is group of elements that are
brought together in bunch to satisfy customer needs and wants. It is anything that can be made
for attracting, acquisition or preservation of customers demands.
TASK 4
4.1 Integrated nature and role of promotional mix
In wide sense, there are several important aspects of promotional mix. Some of
them are discussed underneath:
Advertisement: It is associated with making promotion of product and services or any innovative
ideas presented by sponsors those can be effective recognised by the customers (Moutinho,
2011).
Direct marketing:- It supports promotional managers of Scotland to attract visitors through
direct advertising . methods of impressing are; street promotions, letters, pamphlets, catalogue
which is mostly used by retail industries and so on.
4.2 Plan and justification promotional campaign for tourism business
As showcasing trainee in Scotland, it has been understood that investigation about the
limited time blend for starting the arrangement goes about as the best appropriate arrangement
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for tourist destinations to advance it as it will dispatch after the special deals in the summers.
Along with this beautiful places of Scotland will offer alluring offers as inn bundles to its
shoppers (Elements of marketing mix, 2014). Here, it is essential to recommend something for
the destination to advance its deals. The promoting should take the assistance of the Media like
Radio and daily papers to publicize their items and educate open about specific data. An
individual welcome can be send to the top notch clients of the visitors place. Representatives of
the Scotland should tell their visitors at the gathering about the special deals and the span of the
deal. It would constrain a portion of the visitors to return again to profit such limited time offers.
The showcasing done about such limited time offers are through appropriation of lists by the
colleagues of an association. These strategies help the promotional sites in accomplishing its
objectives by fulfilling the necessities of the purchasers and expand the benefits.
CONCLUSION
From the above report it has been summarized that Scotland is also seen as a best tourist
destination but requires an effective market strategy. This assignment is all about highlighting
the advantages or beautiful places of Scotland for capturing their attention towards it. Along
with this whatever the organization whether the travel or friendliness it infers that an appropriate
technique requires from the advertising group to improve the deals. Consumer loyalty is the best
most need for each association. Organizations can accomplish their objective by fulfilling all
requests of offering or advertising blend necessities. The fundamental point of such
organizations is benefit expansion and client fascination.
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Books and Journals
Garín-Muñoz, T and Pérez-Amaral, T., 2011. Internet usage for travel and tourism: the case of
Spain. Tourism Economics. 17(5). pp.1071-1085.
Goeldner, C. R. and Ritchie, J.B., 2012. Tourism: principles, practices, philosophies (No. Ed.
12). John Wiley and Sons, Inc.
Goodall, B. and Ashworth, G. eds., 2013. Marketing in the Tourism Industry (RLE Tourism):
The Promotion of Destination Regions. Routledge.
Hahm, J. and Wang, Y., 2011. Film-induced tourism as a vehicle for destination marketing: is it
worth the efforts? Journal of Travel & Tourism Marketing. 28(2). pp.165-179.
Hall, C. M., 2013. Wine, food, and tourism marketing. Routledge.
Hall, C. M., Timothy, D. J. and Duval, D. T., 2012. Safety and security in tourism: relationships,
management, and marketing. Routledge.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism. 16(3). pp.211-239.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2).
pp.156-160.
Kayar, Ç. H. and Kozak, N., 2010. Measuring destination competitiveness: an application of the
travel and tourism competitiveness index (2007). Journal of Hospitality Marketing &
Management. 19(3). pp.203-216.
Molina, A., Gómez, M. and Martín-Consuegra, D., 2010. Tourism marketing information and
destination image management. African Journal of Business Management. 4(5). p.722.
Morrison, A. M., 2013. Marketing and managing tourism destinations. Routledge.
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Park, J. and Oh, I. K., 2012. A case study of social media marketing by travel agency: The
salience of social media marketing in the tourism industry. International Journal of
Tourism Sciences. 12(1). pp.93-106.
Online
Elements of marketing mix. 2014. [Online]. Available Through:
<http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/marketingmixrev1.shtml
>. [Accessed on 5th October 2017].
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The marketing mix 4P's and 7P's explained. 2015. [Online].
<https://www.mindtools.com/pages/article/newSTR_94.htm/>. [Accessed on 5th October
2017].
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