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Marketing in Travel and Tourism Industry Report

   

Added on  2020-07-22

17 Pages4453 Words43 Views
Marketing in Travel andTourism

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Core concepts of marketing for travel and tourism sector....................................................11.2 Influence of marketing environment on individual business................................................21.3 Factors influencing consumer motivation and demand........................................................21.4 Principles of market segmentation........................................................................................2TASK 2............................................................................................................................................22.1 Importance strategic marketing planning..............................................................................22.2 Relevance of marketing research and information to managers...........................................22.3 Impact of marketing on society.............................................................................................2TASK 3............................................................................................................................................23.1 Issues in product, price and place elements of marketing mix.............................................23.2 Significance of service sector in tourism sector....................................................................33.3 Concept of total tourism product...........................................................................................3TASK 4............................................................................................................................................44.1 Integrated nature and role of promotional mix.....................................................................44.2 Plan and justification promotional campaign for tourism business......................................4CONCLUSION................................................................................................................................4REFERENCES................................................................................................................................4

INTRODUCTIONMarketing is seen as a continuous process because it act as a necessary tool fordevelopment or growth of overall corporate world because it aids enterprises in promoting theirproducts 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 morecurious to see the entire world. Along with this, travelling is a pleasure or business or techniqueof seeking attention of visitors. Scotland is a land of mountains by having very attractive culturalsceneries whose main objective is to capture minds of numerous of tourist. Main objective of thisassignment is to consider Scotland as a tourist destination and required to plan an effectivemarketing strategy for promoting this city across the nation. Thus, report is going to describeexternal or internal features of Scotland with the help of marketing tools or components in orderto encourage customers towards this beautiful city. Furthermore, issues in marketing mix as wellas integrated nature or role of promotional mix while promotion is also outlined in thisassignment. TASK 11.1 Core concepts of marketing for travel and tourism sectorMarketing is a term whose main motive is to identify the needs or wants of classified andtargeted group in order to fulfils their requirements by satisfying them. Scotland is a verybeautiful 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 andRitchie, 2012). Along with this, country is made up with around more than 790 islands due towhich it seems like heaven on earth . As a trainee it is essential to highlight impressive qualityof this nation for attracting number of customers. Suitable usage of marketing tools plays a veryeminent role in generating maximum benefit and able to promote beauty of Scotland acrossinternational boundaries. Therefore, core concepts of marketing in travel and tourism sector isdescribed as follows:- Needs and wants:- Initially they need to identify requirements of tourist while promotingScotland as a tourist destination. Visitors always dream to see best places and wanted toexperience new things. 1

Safety and security:- Protection of customers is responsibility of organization becauseevery individuals want safe environment while travelling. Safety is first priority; thustourist 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 forunderstanding their desired and wants in order to design tour as per their choice (Goodall andAshworth, 2013).Core concept of marketing plays a very eminent role in identifying the needs and basicnecessity of customers while travelling across the world. In fact their main objective is tosatisfied requirements of entire society or members who are travelling. Hence, core concept of marketing is fully depend upon choice, preferences, and demandof domestic as well as foreign customers. 1.2 Influence of marketing environment on individual businessSurrounding is a term which signifies all the necessary variables or factors that influencebusiness activities directly or indirectly because entire components are interlinked with eachother. Basically, it has been observed that environment always fluctuating because of change intrends and all other factors; thus managers of a company needs to monitored their activities onregular basis. Marketing environment of travel and tourism is classified into two parts which ishighlighted as follows:- Micro :- Internal factors consist of factors that include; consumers, employees andsuppliers. In fact these components are controlled, managed or regulated withinenterprise because they perform with organization. An organization need to focus on thechoice or preferences of consumers for satisfying their needs or demands as they are enduser of goods or services offered by tourism industry. Along with this employees are alsoact as a very indispensable role because entire work are managed or regulated by staffmembers 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 anddevelopment of an enterprise as well as designed their policy as per norms, rules andregulation. 2

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