Marketing in Travel and Tourism of Scotland : Report
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Added on 2020-07-22
Marketing in Travel and Tourism of Scotland : Report
Added on 2020-07-22
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Marketing in Traveland Tourism
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Application of core concepts of marketing on travel and tourism sector.............................11.2 Assessment of marketing environment of Scotland as a tourist destination.........................21.3 Factors affecting consumer motivation and demand for Scotland........................................31.4 Principles of marketing segment and their use in marketing planning.................................4TASK 2............................................................................................................................................52.1 Importance of strategic marketing planning and marketing research in planning................52.2 Relevance of marketing research and market information to managers...............................52.3 Assessment of positive and negative influence of marketing on the society........................6TASK 3............................................................................................................................................73.1 Elements of marketing mix and major issues encountered...................................................73.2 Importance of service sector mix elements...........................................................................83.3 Concept of 'Total Tourism Product'......................................................................................93.4 Nature and role of the promotional mix................................................................................93.5 Plan and justify an integrated promotional campaign.........................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONTravel and tourism is one of the crucial sector in context of a country. It carries asignificant impact on the productivity of an economy. Marketing is defined to be offeringcompany's products and services to the prospects. Travel and tourism marketing is ancontemporary approach which aims to advertise attractions of a country to excite more and morepeople to visit the same (Ashworth and Goodall, 2012). The aim of the marketing efforts areaimed to attract more and more number of visitors in context of a country. The assignmentundertakes in context of Scotland. It is a major tourist attracting nation in northern part of GreatBritain. This assignment focuses on developing an understanding of concepts and principles ofmarketing in travel and tourism sector. The role of marketing as a management tool willassessed. The role of marketing mix and promotion mix will be applied in reference to travel andtourism sector. TASK 11.1 Application of core concepts of marketing on travel and tourism sectorConcepts are defined to be the philosophies and contexts which are to be analysed by acompany and should be directed into fulfilling needs of customer in a improved manner in cantbe imitated by the rivals of the company. The core concepts of marketing in relation to travel andtourism sectors are: Need, wants and demand: the efforts of marketing are aimed to fulfil needs and wants ofthe prospects in the ideal manner. Whereas Demand of the product arises when a consumerfantasise about the product and carry the power to avail the product and service (Buhalis, D. andFoerste, 2015). The marketing efforts in field of travel and tourism are aimed to fulfil mobilityneeds of people in the most preferred manner. Marketing offers: It is described as the products, services and experiences which areoffered to consumers. Marketing offers in relation to travel and tourism sector aims to equip anconsumer with an irreplaceable experience. Scotland is a main attraction of Britain whichenhances knowledge of a person by seeing and feeling. Value and satisfaction: The efforts of marketing is to provide value and satisfaction toprospects. It is a situation in which a consumer feel contented after obtaining a ideal travelexperience. 1
Exchanges, Transaction and relationship: Exchange is defined to be ideal approachwhen one is looking to satisfy his needs and desires. In this concept of marketing, exchangestands crucial. The prospects can have a wonderful travelling experience by paying a definedamount of money for the same.Relationship and Networking: the efforts and activities of marketing are aimed atbuilding and enhancing customer relations. The customer are provided with a satisfyingexperience so that better relation results in higher profitability of business. The marketingdepartment of a company ensures that long term relation are built and maintained with acustomer. 1.2 Assessment of marketing environment of Scotland as a tourist destinationScotland is a most visited country in terms of travellers. The efforts of the Scottishgovernment is to promote tourism in the country so that it carries a positive benefits on theeconomy of the country. The research conducted proved that tourism sector of the countryemploys around 200,000 people and garnered a revenue of approximately 4 billion euros. ThisEuropean nation have proved stability of its operation despite suffering from economic recessionand cut throat competition. The government of the country had undertaken various project whichaims to preserve its cultural and social heritage of the nation. Marketing environment of the country is favourable. The adoption of best fit approach ofmarketing have shows positive results to tourism sector of the country. The efforts are oninternational marketing as they tend to create a difference in the financial sector and stays longerwhen compared with local tourists (When Is The Best Time To Visit Scotland?, 2017). Theresearch conducted stated that 36% of the total funds are supported by the international visitors.The favouritism of marketing environment aims to increase visitors in a nation so to createpositive outcomes in economy. Holiday experiences are advertised to tempt people into visiting anation. Marketing researches are conducted on regular basis and efforts are made to improvequality of experience of visitors in Scotland. The various marketing strategy which are adoptedare online marketing, distribution strategy and partnerships with other organisations. 2
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