Marketing Innovation: Tourism and Hospitality Amid COVID-19 Analysis

This report examines the impact of COVID-19 on the tourism and hospitality industry, focusing on the rising trend of wilderness-seeking staycations. It applies the Jobs to Be Done (JTBD) framework to understand customer segments, particularly those who feel unfairly treated, and how staycations can fulfill their need for peace and escape. The report also presents an innovative concept of structured cabins in the woods to enhance the staycation experience. A DENTPC tool is used to forecast the concept's viability, considering demographic, economic, socio-cultural, technological, ecological, and political factors. The analysis concludes that different customer segments have unique perspectives and that the proposed innovation can benefit the chosen segment while navigating potential macro-environmental challenges. Desklib provides access to similar solved assignments and resources for students.

Marketing and
Innovation

Table of Contents
Introduction .....................................................................................................................................1
Main Body.......................................................................................................................................1
Future trends ..........................................................................................................................1
Application of JTBD Frameworks.........................................................................................2
Innovation Concept and Forecast...........................................................................................3
CONCLUSION................................................................................................................................4
References ......................................................................................................................................6

Introduction
The outbreak of COVID 19 has hugely impacted the livelihood of the people around the
globe as impacted the profitability and growth of the business, especially tourism and Hospitality
industry has been hugely impacted. Some of the people have impacted more especially those
who rely on tourism for their livelihood. The industry is continuously looking for new and
innovative way to grow and changing the way we travel for the coming future. There are number
of trends coming up. One of the most famous trend is the wilderness seeking staycation. For this
report wilderness seeking staycation trend is taken into consideration under the theme of
Touruism and hospitality Amid Covid 19. In addition to this, the application of JTBD
frameworks and innovation concept and forecast is also highlighted in this report.
Main Body
Future trends
Wilderness seeking staycation
With the growing trends in the travel and tourism industry the passport free holiday are
becoming the new trends with the large number of travel moving towards. It is analysed that in
the year 2019, the domestic tourism in England contributed approximately 80 billion to the
growth and development of the economy. With the loosen restriction there is growing demand
for staycation. In the situation of Global pandemic and imposed social distancing, the demand for
the nature break is growing. The nature travelling with wide open space and attracting view,
camping and glamping holidays are attracting new travellers. There is growing trend among the
traveller to move towards re-wilding and conservation holidays in which travellers takes active
part in contributing to ecosystem return to its natural state. There are inventive cities which are
trying to build more green space, for example Copenhagen is working towards constructing an
archipelago of artificial islands to attract large number of tourist effectively. This growing trend
is effectively contributing the growth and development of the tourism and hospitality industry
through attracting large number of travellers. This will also help in enhancing the profitability
and productivity of the travel and tourism industry automatically leading to contribute to the
growth and development of the economy. The future of these trends will help in attracting large
number of travellers due to increasing concern in regards to social distancing and safety and
security concerns.
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Application of JTBD Frameworks
The segment that have been taken into consideration for the theme is the A fairer deal
segments. This segment mainly includes the respondents who are mostly feel they get a raw deal
out of the life. This cover the pessimistic, cynical and mostly struggling financially. They mostly
prefers to be alone and away from the crowd and they they than they are being left out by the
others. They also think that life has treated them unfairly. This segment has been selected
through secondary data, through proper research this segment was chosen for the trends. This
kind of segment mostly prefers to be alone and go on a staycation, as they always seek for
natural adventure. Staycation will enable them to be in nature and explore the nature and be away
from the crowd. It will also help them to be at peace. The chosen trend is mostly attracting those
seeking for real adventure in the wildness and nature, and with the current global pandemic
situation and lock-down, offering and promoting these kind of trends will help the segment to be
contributor to enhancing the nature. The chosen trend will be helpful for the segment to be
productivity and escape stress. It will also help these kind of segment to effectively avoid any
kind criticism. The progress that the segment is trying to accomplish in regards to the theme
taken into consideration is finding peace and avoid any kind criticism. It will help them to deal
with their emotional dilemma of being left out from the crowd. It will also help them to deal with
their own situation.
In order to effectively determine the how different consumers segments have different and
unique forces shaping their progress the forces diagram framework is utilized in order to
understand what circumstances and context that affect the struggle of progress:
Forces diagram framework:
This tool allows to effectively in order to understand the perception of customers relative
to changes and understand their motivation to switch along with their blockers to switch as well.
Given below are different customer segments and how their unique forces shape their desired
progress:
Push:
This aspect of the framework involves the elements of what motivate people to even look
for a different solution. In context to the socially aware customer segment they focus on
searching for new solutions as they believe in the concept on learning a living rather than earning
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a living. This drives them to look for new innovative aspect in order to overcome the experience
of being unhappy (Aarikka-Stenroos and et. al., 2017).
Pull:
This aspect of the framework is focused on understand on what attracts customers
towards a new concept. In context to conventional family life customer segment they are the gain
creators of new value proposition that will strongly connect with attractive benefits from the new
solution.
Habit:
This aspect of the framework is focusses son the concept of habit and how existing
solutions prevent people from switching. This aspect focuses upon what makes it difficult for
some people to switch. In context to look at me customer segment, these individuals are
rebellious and young and refers to stick with what is already established rather than moving to
new solutions. They are blocked by their existing habits and are reluctant to change due to their
particular behaviour.
Anxiety:
This aspect of the framework highlights the overall worry of a customer worries about the
new solution which makes it difficult to adapt to new solution in context to a fairer deal, this
segment prefers to stay alone and separated from the society. Theses individuals get anxious
from new changes and block the ability to adopt.
Innovation Concept and Forecast
The innovative idea involves providing structured cabins in the wood that will provide
proper accommodation to people travelling for a staycation. The cabins will provide individuals
with a natural element to the travelling experience. The idea is based around providing a
camping experience without he need to stay over the night. This idea is important in order to
promote people to engage with the environment which will provide better experience to
individuals. This concept will be beneficial to a fairer deal segment as it will allow them to
reduce the amount of stress and ensure that they are able to attain a state of calmness. This will
help in promoting the concept of cabin in the woods and provide benefit to the segment as they
can get some time away form the society (Kafetzopoulos, Psomas and Skalkos., 2019).
Forecasting:
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in order to forecast the concept DENTPC tool is utilized that will allow in understanding the
forces in the macro environment on the particular concept:
Demographics:
The demographic forces can play a major role on the concept as the younger generation
my not prefer to spend time in a cabin and explore the nature. This can result in the failure of the
whole concepts based on demographic forces.
Economical:
The concept of staying in a cabin is relatively cheap which can be will be advantageous
for the whole concept as it will be able to attracts various segment in the market effectively.
Socio-cultural:
The sociocultural forces can have a positive impact on the concept as people have moved
towards the trend to spend some along in isolation especially in wood. This can have a postive
impact on the concept and be accepted by various segment.
Technological:
The technological forces can have a negative impact on the concept as people who are
habitual of technology will not favour the concept and will prefer other forms of accommodation
rather than a cabin.
Ecological:
The aspect of ecological forces are positive relative tot he concept as its has a optimal
impact on the surrounding and allows various segment to enjoy the natural environment in an
effective manner (Seraphin and et. al., 2018).
Political:
The political forces can impact the concept if the cabins are developed in an area which is
politically protected. In order to negate this situation the cabins need to be established out side of
safe green zones.
CONCLUSION
From the above report it can be concluded that, various segment have a different
perspective to a particular solution. Theses segment are bound by their particular elements and
function upon them as it outlines their overall behaviour. In addition ot this the report focused
upon developing a concept that the chosen segment can gain benefit from along with various
hindrance the concept can face due to macro environment.
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References
Books and Journals
Akman, H., Plewa, C. and Conduit, J., 2019. Co-creating value in online innovation
communities. European Journal of Marketing.
Hilal, M.I.M., 2019. Market orientation and innovation capabilities: does it impact the
performance of small businesses?. Indian Journal of Marketing, 49(4), pp.37-47.
Kafetzopoulos, D., Gotzamani, K. and Vouzas, F., 2021. Management Innovation, Drivers And
Outcomes: The Moderating Role Of Organisational Size. International Journal of
Innovation Management, 25(02), p.2150021.
Pillania, R.K., 2020. COVID-19: A huge opportunity for innovation in marketing. Indian Journal
of Marketing, 50(8-9), pp.80-87.
Aarikka-Stenroos and et. al., 2017. How to manage innovation processes in extensive networks:
A longitudinal study. Industrial Marketing Management, 67. pp.88-105.
Kafetzopoulos, D., Psomas, E. and Skalkos, D., 2019. Innovation dimensions and business
performance under environmental uncertainty. European Journal of Innovation
Management.
Seraphin and et. al., 2018. Tourism planning and innovation: The Caribbean under the
spotlight. Journal of Destination Marketing & Management, 9. pp.384-388.
(Aarikka-Stenroos and et. al., 2017)(Kafetzopoulos, Psomas and Skalkos., 2019)(Seraphin and et.
al., 2018)
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