Importance of Marketing for Travel and Tourism Sector : Report
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Added on 2020-01-15
Importance of Marketing for Travel and Tourism Sector : Report
Added on 2020-01-15
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Marketing intravel andtourism
TABLE OF CONTENTSIntroduction .....................................................................................................................................3Task 1...............................................................................................................................................31.1 Core concepts of marketing ..................................................................................................31.2 Marketing environment of Edinburgh ..................................................................................41.3 Factors affecting consumer motivation and demand for Edinburgh .....................................4Task 2...............................................................................................................................................5A: Analysis of importance strategic marketing planning for Edinburgh tourist destination.......5B: Relevance of marketing research and market information to travel and tourism sectormanagers in Edinburgh................................................................................................................6C: Assessment of positive and negative influence of marketing on the society of Edinburgh....6Task 3...............................................................................................................................................63.1 Elements of marketing mix ...................................................................................................63.2 Importance of service sector mix...........................................................................................73.3 Applying the concept of total tourism product to individual tourism business.....................84.1 Integrated nature and role of promotion mix.........................................................................94.2 Plan and justify the integrated promotional campaign for Thomas Cook...........................10CONCLUSION..............................................................................................................................10References......................................................................................................................................112
INTRODUCTION In modern era, attracting consumers is considered to be the most difficult task. It isessential for the business unit to promote its products and services. The marketing has gainedhuge importance in field of travel and tourism sector. The countries need to promote themselvesas tourist destinations so as to attract large number of visitors. The report proposed herewithemphasizes on evaluating importance of marketing for travel and tourism sector. The report dealswith evaluation of Edinburgh as a tourist destination. It is through formulation of effectivemarketing strategies that the city is able to attract large number of tourists. The report throwslight on importance that marketing plays in travel and tourism sector. TASK 11.1 Core concepts of marketing Marketing for tourism emphasizes on promoting tourist destination among visitors of theforeign and domestic land. Different concepts of marketing are described underneath in detail. Identifying consumers’ needs: As per the marketing concept, business unit needs toidentify needs of consumers. The marketing concept emphasizes on identification of consumers’needs. It is after thorough idea of consumers’ needs and wants that the business unit is able todeliver required goods and services. The concept of marketing focuses on identification ofcustomers’ needs and wants before delivering services (Connell, 2013). Edinburgh needs toidentify desires and wants of visitors before promoting itself. This in turn helps in designingpromotional strategy that attracts large number of consumers. Designing customer oriented offering: One of the most important factors of marketing isdesigning consumer-oriented offering. The principle of marketing focuses on designing offeringthat are highly consumer centric in nature. Edinburgh needs to promote itself as a tourismpackage for different groups of people. For instance, the city can promote its Zoo to animallovers, its museum to history lovers and so on (Hinch and Higham, 2011). It is through designingof distinct set of offerings for different groups of visitors that the city is able to attract largenumber of consumers. Marketer’s potential: The marketing concept also focuses on marketer’s potential todeliver products and services. It depends on marketer’s potential to deliver customized offerings.3
Tourism sector within Edinburgh needs to promote the city on basis of various attractions. Themarketer’s potential tends to decide the attractiveness of visitors towards some destination. Direct relationship: In case of travel and tourism sector the business unit needs todevelop direct relationship with its customers (Heung, Kucukusta and Song, 2010). The touristplace needs to be promoted directly among visitors as an attractive destination. The directrelationship with consumers results in increasing level of satisfaction among consumers. 1.2 Marketing environment of Edinburgh Travel and tourism industry is achieving growth at rapid pace in recent past. Themarketing environment of Edinburgh is analyzed through adoption of PESTEL analysis. Political environment- Travel and tourism industry cover a 10% of the UK GDP andcontribute greatly in growth of UK. Due to this reason political parties are fullycommitted towards growth of this sector. In upcoming years ruling government will bringmany new changes in its policies which will positively affect UK travel and tourismindustry. Hence, it can be said that there is no threat to firm on this front.Economic environment- It refers to the economic condition of the people and nation. UKeconomy is on growth track and it is performing well (Dickinson and Lumsdon, 2010).This indicates that in upcoming years tourism industry will certainly grow which willlead to growth of the firms operating in this industry. Social environment- It refers to the people attitude, belief and thinking. People attitude ispositive towards tourism and due to this reason firms operating in this industry does nothave any threat from this component of the business environment.Technology environment- Firms operating in this industry needs to continuously upgradetheir software (Scott and Lemieux, 2010). So that they can provide better service to theircustomers. If this factor will be ignored then firms will legged behind in competition.Legal environment- It refers to the rules and regulation that firms needs to follow inorder to operate business without any problem. No compliance with laws may leadimposition of penalty on the firms.1.3 Factors affecting consumer motivation and demand for Edinburgh There are many factors that affect motivation and demand for Edinburgh.4
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