Tourism Marketing Strategies Analysis

This assignment requires you to analyze the marketing strategies employed by tourism businesses in Tasmania, particularly focusing on the Beachfront Voyager Motor Inn and Beachway. You need to evaluate their marketing mix, including product, price, place, and promotion. The analysis should also examine the impact of digital marketing and social media on these businesses' success.

Marketing Management and Digital Communication
Beachfront Voyager Motor Inn

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Executive summary
The role of the marketing managers is increasing in the competitive world. Marketing managers
of the Beachfront Voyager Motor Inn are the one who makes the planning related to the
marketing promotional plan. It is essential for the company to analysis the target market and the
value provided to the end users for making a successful marketing promotional plan. The
analysis is possible with the use of the proper information for that the consultant has to make use
of the proper research methods for extracting the customer perceived value, competitor’s value
analysis and the current value position of a company. The report includes the marketing
promotional plan and the promotional budget.

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Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................4
Background......................................................................................................................................5
Aim..............................................................................................................................................5
Company overview......................................................................................................................5
Target market of company...........................................................................................................6
Value of position compared to competitors.................................................................................7
Justification for proposing better value.......................................................................................7
Research methods............................................................................................................................8
Current value analysis....................................................................................................................10
Customer perceived value..........................................................................................................10
Competitors value analysis........................................................................................................10
Current value position of company............................................................................................11
Marketing promotional plan..........................................................................................................13
Objective....................................................................................................................................13
Advertisement........................................................................................................................14
Sales promotion.....................................................................................................................14
Personal selling......................................................................................................................14
Direct marketing....................................................................................................................15

Marketing Management and Digital Communication 3
Promotional Budget.......................................................................................................................15
Conclusion.....................................................................................................................................17
References......................................................................................................................................18

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Introduction
Marketing management is the process of developing strategies and planning for the product or
services, promotion, advertisement, and sales to reach desired customer segment. Every business
in the competitive world needs the manager who maintains and monitor the process related to the
marketing the products (Hollensen, 2015). Digital communication is one of the effective ways
through which the managers can perform their activity of promoting a product easily (Lapidoth,
2017). The report includes the current value analysis and the marketing promotion plan. The
beachfront motel that is selected for the analysis is Beachfront Voyager Motor Inn.

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Background
Aim
The aim of the motel is to provide the luxuries suites and rooms to the customers with the lovely
views of the suits. The aim of the company is to fulfill the needs and expectations of the
customers which lead to the satisfaction of customers.
Company overview
Beachfront Voyager Motor Inn is on Tasmania’s North West coast which is situated at Burnie.
Burnie is a place that is located in the center of North West Coast; it is sited on the Bass
Highway. Bass highway is a coastal drive that is dotted with the beautiful capes, villages, and
headlands that is related by the lots of the white sandy beaches (Beachfront Voyager Motor Inn,
2017).
(Source: Tasmania’s North West, 2017)

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This motel is placed in the front of the town's beach which helps the company is attracting the
maximum number of customers who like to stay in the place where they can enjoy the view of
the sea. The rooms of the hotels are categorized into three Categories Sea View Executive Suite
and Balcony, Executive Suite and standard suite (Beachfront Voyager Motor Inn, 2017). The
major facilities that are offered by the company include bar, car park, conference/function
facilities, laundry, and restaurants.
Sea View Executive Suite
& Balcony Executive Suite Standard suite
(Source: Beachfront Voyager Motor Inn, 2017)
Target market of company
Target markets refer to as the group of customers or potential customers to whom the company
offers its product and services. In simple words, it can be said that it is a group who is most

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likely to buy the products and services offered by the customers (Bowie, Buttle, Brookes, &
Mariussen, 2016). Beachfront Voyager Motor Inn targets the customers who want motel at the
beachside. The company offers the three different categories of rooms to the customers that
include- Sea View Executive Suite and Balcony, Executive Suite and Standard Suite (Beachfront
Voyager Motor Inn, 2017). Thus, the motel targets the customers arrived for the business
meetings or for the visit purpose. The primary target of the company is the customers who like
prefer Sea View Executive Suite and Balcony and these customers include the couples and
family.
Value of position compared to competitors
The competitors of the Beachfront Voyager Motor Inn include Beachway Motel & Restaurant,
Waterfront Lodge Motel, and Mantra Lorne. These are the few motels that give strong
competition to the company. Beachway Motel & Restaurant is one of the strong competitors as it
is having the rating of the 4.5 out of 5 which is quite high then the company. The company has
the rating of 3.5 out of 5 at Trip advisor (Trip Advisor, 2017). The reason being, the customer
service provided by the competitor is better than the company and the locations of the motel are
near to the town at the beachside which provides the convenience to the customers to visits the
town as it is only 4 Km.
Trip Advisor rating-
Beachway Motel & Restaurant Beachfront Voyager Motor Inn

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(Source: Trip Advisor, 2017) (Source: Trip Advisor, 2017)
Justification for proposing better value
The company can propose the better value by providing the attractive deals especially for the
couples and bachelors along with the extended services. Currently, the motel is targeting the
people who are travelers for the business meetings or the people having the demand of
Beachfront motel but now the company should think to increase the target market by targeting to
the bachelors and the customers who want to book the motel for events.
Research methods
The research method is border term and the core of the research method is Data collection and
Data analysis. Beachfront Voyager Motor Inn needs the data collection and analysis to get the
details related to the customer value, target market and the competitions value propositions.
There are two types of data primary and secondary data (MacKenzie, Podsakoff & Podsakoff,
2011). The primary data is the type of the data which was not published before and this data is
collected for the specific purpose. On the other hand, the secondary data define as a type of data
that was previously published in any of the sources beings its newspapers, books, online portals
and journal articles.

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(Source: Fusch & Ness, 2015)
There are different tools and techniques of information collection that are used by the companies.
These methods include observing behavior, Questionnaire method, interviews, and schedules
method. Beachfront Voyager Motor Inn makes use of the secondary research method to analyze
and gather the details related to the target market and customer value. The interviews and the
observations help the motel in understanding the target market and the competitor’s value
proposition (Doz, 2011). The interviews will provide a platform to the customers to express their
opinions related to the motel. One of the effective ways to express their opinion about the motel
is posting of feedbacks and comments on the online portal that provides the option of booking
the motels such as TripAdvisor, MakeMyTrip, Priceline.com and many others.

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(Source: Bernard, 2017)
Questionnaires and surveys are one of the popular ways that help the motel in getting the
feedback from the customers regarding the services that are liked or disliked. This helps the
motel in improving the services which are not liked by the customers and will also try to bring
the service which is suggested by the primarily targeted customers (Bryman & Bell, 2015).
Current value analysis
Value analysis is an approach that reflects the value of the products and services that is provided
by the company to its customers or potential customers.
Customer perceived value
The customer perceived value refers to as the value of the product and services for the customers
provided by the motel. The motel is trying to provide the best services that lead to the
satisfaction of the customers. The company provides the Free Wi-Fi facilities in all the rooms
and 16 Foxtel channels. Guest of the Beachfront Voyager Motor Inn can enjoy the facility of the
bar, a steak, and a seafood restaurant. Each of the suites of the motel includes the facility of a
minibar, ironing facilities, electronic blankets and boast sea and beach views (Beachfront

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Voyager Motor Inn, 2017). Different customers have diverse perceived value for the location
where they are staying.
One of the guests Stephen, B has shared his experience with the motel on trip advisor. He stayed
in the motel for 2 nights in the separate balcony views and enjoyed the sea view. He shared that
the condition and infrastructure of the room were good along with the other facilities like a
comfortable couch, table, street parking and the laundry for clothes. Service provided by the
motel was impressive and the room was clean, conformable and spacious. A maximum number
of guests found that the motel is good. Though, some guest shared that they faced the problems
with the noise at the reception and in the hotel (Trip Advisor, 2017).
Competitors value analysis
The competitors of the motel consist of Beachway Motel & Restaurant, Waterfront Lodge Motel,
and Mantra Lorne. Out of these competitors, Beachway Motel & Restaurant is giving strong
competition by providing better facilities to the guests. The Motel provides the spacious and king
size bed to the customers with the facility of TV, AC, a mini bar along with attractive and new
décor and carpets. The surroundings offered by motel make them feel like home which enhances
the experience of the customers. Moreover, the motel is near to the town on the walking distance
and the view of beach impresses the guests (Beachfront Voyager Motor Inn, 2017). The location
of the company is one of the reason due to which maximum guest liked the facilities provided by
this motel instead of Beachfront Voyager Motor Inn.
Current value position of company
The current value position of the company is appropriate considering the other competitors
expect the Beachway Motel & Restaurant as Mantra Lorne is motel at the beachfront is having

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the rating of 3.5 out of 5 which is almost equal. The current value position of the motel can be
evaluated with the use of the value analysis framework which includes the emotional value,
symbolic value, functional value, economic value and end value.
 Emotional value: - The staff of the motel is soft-spoken and helpful which improve the
experience of the guests. The values and cultures of the company win the heart of the
customers due to this emotional value the guest likes to visits the motel again because
they know the values of the company and their staff (Expedia.co.in., 2017).
 Symbolic value: - The symbolic value reflects the status symbol of the customers if they
stay in the motel. The motel comes under the standard hotel that doesn’t create any
impact on the status symbol of the customers. The company should enhance their
symbolic value in the market by bringing new infrastructure and décor of the motel.
 Economic value: - The economic value reflects the price that is kept by the motel, the
price of the motel is far better than its competitors. In the Beachfront Voyager Motor Inn
Value
analysis
Emotional
value
Economic
value
End valueSymbolic
value
Functional
value

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restaurants, the guest can enjoy the special menu of the seafood for only $18 which is the
affordable amount. Affordability of the products and services will make the guest visit
the motel again (Beachfront Voyager Motor Inn, 2017).
 Functional value: - The functional value is related to the process of the motel and the
services provided by the motel to its customers. The process of the motel is smooth that
ensures that the guests are not facing any difficulties due to a process of a motel.
 End value: - The end value reflects the satisfaction of the customers which come with
the fulfillment of the needs and expectations of the company. Thus, there are many
customers who are satisfied with the services provided by the company.
These values reflect the current value position of the company and also help in evaluating the
performance of the company. If any of the parameters of value is not able to deliver the desired
value according to the expectations of the customers then the performance of the company needs
improvement.
Marketing promotional plan
The marketing promotional plan is a strategy that is formed with the motive to promote the
products and services offered by the company to its customers. Promotion is the functions of
informing, persuading and influencing a purchase decision (Khan, 2014).
Objective
The objective of the marketing promotion plan is to make use of the 4 promotional mix elements
in an effective way to enhance the number of guest and revenue along with the market share of
the motel. These 4 promotional mix elements include advertisement, sales promotion, direct

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marketing and personal selling. The use of the promotional strategy is increasing day by day and
most of the motels are making use of the digital communication.
(Source: Caroll, 2016)
The image shows that the hotels and motel involved in the hospitality sector spend
approximately 43% in mobile engagement. The mobile engagement of the users is increasing day
to day and this is the reason the sector has decided to make use of the digital communication.
Advertisement
The advertisement is one of the most effective means of communication that is done to generate
the awareness about the products and influence the decisions of the customers to purchase the
product (Csikosova, Antošová & Čulková, 2014). For Beachfront Voyager Motor Inn
advertisement is essential to make the customer aware of the services that they promise to
customers. The motel can make use of the advertisement platform to reach the large audience.
The motel should provide the advertisement through print media which include magazine,
newspaper, and journals along with the online advertisement.

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Sales promotion
Sales promotion is one of the effective ways through which the company can promote the
products in the market. In this type of promotion, the company provides the discount, gifts,
coupons, email marketing, samples, rebates, refunds and many other such benefits that help the
company in attracting the customers (Obeid, 2014). Beachfront Voyager Motor Inn can make use
of the e-mails, discount coupons, and gift coupons through online medium. The deals are
provided by the company through an online medium because the motel is aware that the use of
the online for checking discount deals is increasing (Huang & Sarigöllü, 2014).
Personal selling
The personal selling is one of the ways in which the employees of the company directly
communicate with the customer and make them aware of the products and services they offer.
Through this promotion mix, the Beachfront Voyager Motor Inn can provide the details related
to the services which might help the company in grabbing the attention of the customers.
Direct marketing
Direct marketing used by the company that emphasis on promoting the specific product or
service. There are different types of direct marketing such as SMS marketing, E-mail marketing,
social media marketing or digital marketing (Lund & Marinova, 2014). Beachfront Voyager
Motor Inn is making the use of the social media technology for promoting the products as the
company has provided the details related to the products and services through Facebook, one of
the effective social media channel (Mangold & Faulds, 2009). It is suggested to the company to
start making the use of the other channels (Twitter, Instagram, and LinkedIn) for promoting
products.

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Promotional Budget
Digital Communication Budget
Method Amount
1. Direct Marketing
Online media
Facebook $800.00
Twitter $1,000.00
LinkedIn $1,200.00
E-mail Marketing $400.00
Total Amount of Online Media through Direct
marketing $3,400.00
2. Advertisement
Print Media
Newspaper $800.00
Journals $1,200.00
Online advertisement $600.00
Total amount of Advertisement $2,600.00
3. Personal selling
Conducting Seminar and training $1,000.00
Funding $600.00
Total amount of Personal selling $1,600.00
4. Sales promotion
Discount Coupons $500.00
Gift coupons $1,000.00
Total amount of sales promotion $1,500.00
Total amount $9,100.00

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Conclusion
The report is based on the Beachfront Voyager Motor Inn, a local motel situated in Australia.
There is brief description related to the company and its target market along with the value
proposition of the company. The consultant of the company performed the analysis to bring the
improvement in the value analysis of the company. There are different methods that are used by
the consultant to research the details related to the target market, company value and competitors
value analysis. Moreover, the report includes the current value analysis along with the marketing
promotional plan which includes the promotional strategy of the company along with the
company’s budget.

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References
Beachfront Voyager Motor Inn. (2017). About Us. Viewed on 20th January 2018.
http://www.beachfrontvoyager.com.au/about-us.html
Beachfront Voyager Motor Inn. (2017). Rooms. Viewed on 20th January 2018.
http://www.beachfrontvoyager.com.au/rooms.html
Bernard, H. R. (2017). Research methods in anthropology: Qualitative and quantitative
approaches. Rowman & Littlefield.
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A. (2016). Hospitality marketing. Taylor &
Francis.
Bryman, A., & Bell, E. (2015). Business research methods. Oxford University Press, USA.
Caroll, J. (2016). Future Trends in the Hospitality Industry: Millennials and Social Media Rule.
Viewed on 20th January 2018.
https://www.callboxinc.com/b2b-marketing-and-strategy/future-trends-in-hospitality-
industry-millennials-and-social-media-rule/
Csikosova, A., Antošová, M., & Čulková, K. (2014). Strategy in direct and interactive marketing
and integrated marketing communications. Procedia-Social and Behavioral
Sciences, 116, 1615-1619.
Doz, Y. (2011). Qualitative research for international business. Journal of International Business
Studies, 42(5), 582-590.

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Expedia.co.in. (2017). Beachfront Voyager Motor Inn. Viewed on 20th January 2018.
https://www.expedia.co.in/Northwest-Tasmania-Hotels-Beachfront-Voyager-Motor-
Inn.h519143.Hotel-Information?
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wojm2AIVyROPCh1eHwKAEAAYASAAEgL0avD_BwE
Fusch, P. I., & Ness, L. R. (2015). Are we there yet? Data saturation in qualitative research. The
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Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
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Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), 95.
Lapidoth, A. (2017). A foundation in digital communication. Cambridge University Press.
Lund, D. J., & Marinova, D. (2014). Managing revenue across retail channels: The interplay of
service performance and direct marketing. American Marketing Association.

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MacKenzie, S. B., Podsakoff, P. M., & Podsakoff, N. P. (2011). Construct measurement and
validation procedures in MIS and behavioral research: Integrating new and existing
techniques. MIS quarterly, 35(2), 293-334.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion
mix. Business horizons, 52(4), 357-365.
Obeid, M. Y. (2014). The effect of sales promotion tools on behavioral responses. International
Journal of Business and Management Invention, 3(4), 28-31.
Prince Line. (2017). Beachfront Voyager Motor Inn. Viewed on 20th January 2018.
https://www.priceline.com/beachfront-voyager-motor-inn-burnie-tasmania-128256-
hd.hotel-reviews-hotel-guides#details
Tasmania’s North West. (2017). Beachfront Voyager Motor Inn. Viewed on 20th January 2018.
http://tasmaniasnorthwest.com.au/accommodation/beachfront-voyager-motor-inn/
Trip Advisor. (2017). Beachfront Voyager Motor Inn. Viewed on 20th January 2018.
https://www.tripadvisor.in/Hotel_Review-g504286-d1793872-Reviews-
Beachfront_Voyager_Motor_Inn-Burnie_Tasmania.html
Trip Advisor. (2017). Beachway. Viewed on 20th January 2018.
https://www.tripadvisor.in/Hotel_Review-g504333-d1597874-Reviews-Beachway-
Ulverstone_Tasmania.html

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