Marketing in Travel Tourism : Assignment

Added on - 21 Jul 2020

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Marketing in TravelTourism
INTRODUCTION...........................................................................................................................4TASK 1............................................................................................................................................41.1 Core concepts of marketing in Scotland...........................................................................41.2 Analysis of marketing environment of Scotland and its impact on Travel and Tourismsector.......................................................................................................................................51.3 Factors affecting consumer motivation and demand in Scotland.....................................61.4 Analysis of Principles of market segment and their use in marketing planning..............6TASK 2............................................................................................................................................72.1 Importance of strategic marketing planning and marketing research for Scotland..........72.2 Relevance of marketing research and market information to manage Scottish Tourism.82.3 Influence of marketing on Society...................................................................................8TASK 3............................................................................................................................................93.1 Identification of marketing mix elements and issues related to designing and developingthem in Scotland.....................................................................................................................93.2 Assessing The importance of Service Mix Elements.....................................................103.3 Application of total tourism product in Scotland.............................................................1TASK 4............................................................................................................................................14.1 Assessing the integrated nature and role of promotional mix in Scotland.......................14.2 Planning an international promotional campaign in Scotland..........................................2CONCLUSION................................................................................................................................2REFERENCES................................................................................................................................3
INTRODUCTIONMarketing is considered as one of the most important activity that is required to beconducted in every organisation. Here the needs and wants of the customer is satisfied by thecompany. Travel and tourism industry is one of the fastest growing industries in the economy.They are also dependent on the marketing principles for its effective working. There are varioustypes of factors that are present in the environment that affect the travel and tourism business(Battour and et. al., 2017). So, it becomes very important for the companies to focus on theirmarketing strategies so as to achieve competitive advantage in the market. The organisationreferred here is VisitScotland.com which is the Scottish tourism board and is also a nationaltourism agency for Scotland. It does the work if attracting the customers to visit Scotland. Theydo this through advertising, promotional campaigns etc. This report will discuss about the coreconcepts of marketing used in travel and tourism sector, analysis if marketing environment ofScotland as a Tourist Destination. Along with this, factors affecting the consumer motivation anddemand for Scotland and the analysis of principles of marketing segmentation will also bestudied.TASK 11.1 Core concepts of marketing in ScotlandMarketing is an important activity that is conducted in an organisation so as to know the needsand wants of the customers and then fulfils it by providing them services as per that (Becker,2016). Therefore as a management trainee, it was very important to understand the requirementsof the customers exactly so that they can be approached to visit Scotland. Through this, the citedcompany (VisitScotland.com) gets to identify their target market and understand the customersas well.So, the core concepts of marketing that can be used by the referred company to promote thetourism of Scotland are:-Needs, wants and Demands – If the company wants to be in competition then they willhave to concentrate on the need, wants and demands of the customers so that they candesign the products accordingly. This will tell them that what the customer wants exactly.Maslows’s need theory can be used by the companies.Marketing offer – it refers to the products and services that ae offered to the customers as pertheir demand in regard with the price, quality, quantity also. Visit Scotland should offer the
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