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Marketing in Tourism & Travel Assignment

   

Added on  2020-06-04

14 Pages4764 Words41 Views
Marketing in Traveland Tourism

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Core concepts of marketing for the travel and tourism sector..............................................11.2 Assess the impact of the marketing environment on individual travel and tourism............21.3 Factors affecting consumer motivation and demand in the travel and tourism sector..........21.4 Principles of market segmentation and its uses in marketing planning................................4TASK 2............................................................................................................................................52.1 Importance of strategic marketing planning........................................................................52.2 Relevance of marketing research and market information to managers...............................62.3 Influence of marketing on society ........................................................................................7TASK 3............................................................................................................................................83.1 Issues in the product, price and place elements of the marketing mix..................................83.2 Importance of service sector mix elements..........................................................................93.3 Concept of the total tourism product.....................................................................................9TASK 4..........................................................................................................................................104.1Integrated nature and role of the promotional mix...............................................................104.2 Integrated promotional campaign......................................................................................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12

INTRODUCTIONMarketing in travel and tourism is an contemporary approach to communication. Traveland tourism sector comprises of several number of industry such as tour operators, hotels andairlines. Marketing in this particular sector plays a vital role in promoting goods and services ofa particular organisation (Ashworth and Goodall, 2012). Rise in the competition have led toemployment of various marketing tactics to influence selling of services. It is necessary to useprofessional approach to marketing and required by all. This assignment takes into considerationmarketing practices adopted by Prudential Hotel. It is an renowned hotel in Hong Kong whichoffers hospitality services to tourist visiting the country. This assignment takes intoconsideration various concepts and principles of marketing. The role of marketing in in tourismsector in context of Hong Kong will be thoroughly analysed. TASK 11.1 Core concepts of marketing for the travel and tourism sectorThe core concepts are mentioned to as definition of marketing which is universal, widelyacceptable. The efforts of the marketing is to deliver quality goods to consumers that their needsand wants are satisfied. The core concepts of marketing are: Needs, wants and demand: Needs are defined to be the basic amenities which are to bepossessed by an individual. Needs is when backed by the ability to pay. Demand arises whenthere is a need and desire for a product and an individual have ability to pay for the same. It isone of the core concepts of marketing where efforts of marketing are aimed to generate desireand ultimately demand for the product (Buhalis and Foerste, 2015). Marketing offers: Marketing offer is determined as the product which is offered by anorganisation to its customers.The aim of the company is to fulfil requirement of a prospect interms of quality, quantity and price. The offering are categorised in two major segments i.e.Tangible and Intangible. Prudential hotel deals in intangible segment and cater housing needs ofa consumers. Value and satisfaction: Value of a product is determined by the amount of satisfaction ofconsumer. Marketing ensures that the organisation fulfils requirement of consumers in theappropriate manner so that his needs and desired are satisfied. Prudential Hotel aims to achieve adesired level of satisfaction by offering value products to the consumers. 1

Markets: It is defined to be a place where buying and selling of products and servicetakes place. It mentions an area where marketing efforts are carried out to promote selling of aproduct. Prudential Hotels undertakes its operations in markets of Hong Kong. 1.2 Assess the impact of the marketing environment on individual travel and tourismMarketing play a crucial role in the sector of travel and tourism. It helps in promotion ofcountry main attractions so that more and more people visit the country. In context of HongKong, tourism sector acts a major pillar in its economy. The contribution of tourism sector incountry's GDP stands at 5%. the hospitality sector of the company stands profitable as countrypossess 257 hotel and average occupancy rate came around 86% . this fact determines the levelof visitors in a country. Governmental Policies: the government have paid special emphasis to this sector due toits decline in contribution in the financial year of 2015. The formation of Tourism commissionensures that regular development measures are undertaken (Crouch and Ritchie, 2012). Theobjectives of the same are to be Asia's Premier country. The efforts of government are incontinuous to beautify the county and to make it more tourist friendly. Adoption of such policieshave increased number of travellers in the county impacting financial outcomes of Prudentialhotels. Economic status: the currency rate of country seems favourable as well. 1 USD is equalto 7.81 Hong Kong Dollar. This defines that it is economical for international visitors to visit thecounty and have a wonderful experience without costing a bomb. It also carry a positive impacton the cited hotel chain as it experiences increased number of tourist. Technology: Social media have impacted tourism sector in the most crucial manner.There is a major increase in the brand recognition of the organisation. The most crucial influenceis that cost effective marketing strategies can be developed. It has manifested as the mostimportant tool of communication and it is not confined to a geographical territory (Dasgupta,2011). Prudential Hotels aims to maintain relations with customer to make sure that they haveideal hospitality experience and promote the same. 1.3 Factors affecting consumer motivation and demand in the travel and tourism sectorConsumer are the main source of income for an organisation and it is essential toascertain the factors which influence their buying behaviour. The below mentioned are the major2

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