Resit Individual Report: Critical Evaluation of Marketing Approaches in Tourism
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This report critically evaluates traditional and generic marketing approaches used in the tourism industry, focusing on the organization Intra Travels. It examines contemporary geographical theoretical approaches to tourism, including product, economic, and geographical perspectives. The report analyzes the relevancy of these approaches in the context of Intra Travels' operations and provides recommendations for enhancing their marketing initiatives. The report concludes that a comprehensive understanding of both traditional and contemporary approaches is crucial for tourism organizations to achieve success in the dynamic and competitive tourism market.
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Resit Individual Report
1
1
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Contents
Introduction................................................................................................................................ 3
Critical evaluation of traditional, generic marketing approach..............................................4
Critical discussion of the chosen contemporary geographical theoretical approaches to
tourism....................................................................................................................................6
Explanation of the Marketing Initiatives................................................................................7
Relevancy of the Different Approaches in tourism................................................................8
Conclusion............................................................................................................................10
Recommendations................................................................................................................ 11
Conclusion................................................................................................................................12
References................................................................................................................................ 13
2
Introduction................................................................................................................................ 3
Critical evaluation of traditional, generic marketing approach..............................................4
Critical discussion of the chosen contemporary geographical theoretical approaches to
tourism....................................................................................................................................6
Explanation of the Marketing Initiatives................................................................................7
Relevancy of the Different Approaches in tourism................................................................8
Conclusion............................................................................................................................10
Recommendations................................................................................................................ 11
Conclusion................................................................................................................................12
References................................................................................................................................ 13
2
Introduction
It is well known fact that Tourism industry is a very vital and the most growing segment of
the economy in the recent phase. Here, the discussion would be based on the organization
named as Intra Travels. In this assignment, the discussion would be completely based on the
evaluation of the various generic and the traditional approach which is used in the tourism
method. It would also discuss about the application of thevarious contemporary geographical
and the theoretical approaches which are used in the tourism industry. The application of the
approaches is also very essential. It would also have the discussion on the successful
application of these issues in the management. Various marketing initiatives would be also
determined in the discussion about the various tourism organizations. The relevancy of the
approaches is also very essential to be determined in having the practising of these all
approaches. After concluding the results and checking the relevancy, it would also provide
recommendations for the feedback though gained after visualizing the results.
3
It is well known fact that Tourism industry is a very vital and the most growing segment of
the economy in the recent phase. Here, the discussion would be based on the organization
named as Intra Travels. In this assignment, the discussion would be completely based on the
evaluation of the various generic and the traditional approach which is used in the tourism
method. It would also discuss about the application of thevarious contemporary geographical
and the theoretical approaches which are used in the tourism industry. The application of the
approaches is also very essential. It would also have the discussion on the successful
application of these issues in the management. Various marketing initiatives would be also
determined in the discussion about the various tourism organizations. The relevancy of the
approaches is also very essential to be determined in having the practising of these all
approaches. After concluding the results and checking the relevancy, it would also provide
recommendations for the feedback though gained after visualizing the results.
3
Critical evaluation of traditional, generic marketing approach
Porter generic strategy helps the business enterprise in it determining the competitive
advantage of organisation within the marketplace. For having better growth and development
in the marketplace, it is very much essential for an organisation to focus on traditional and
generic marketing approaches which can help them in achieving competitive over market
competitors. With the help of Porter’s generic approaches, tourism organisation easily lead to
a high level of success and also can promote its business activities all over the world. The
most important traditional and generic approaches to marketing are cost leadership,
differentiation focus, cost focus and differentiation. All the generic approaches of marketing
are mentioned below which can be used by tourism organisation and these are followed as
under:
The Differentiation strategy: As per the generic marketing approach, tourism organisation
should focus on the product differentiation so that it can make its products and services
different from market competitors. With the help of this marketing approach Intro travel
which is an Australia based organisation can achieve a competitive advantage. The biggest
disadvantage of using this generic approach is that it requires product innovation, good
market research and high-quality products which are quite difficult tasks for business
enterprise (Akaka, et. al., 2013).
Cost leadership strategy: In this approach, the tourism organisation increases its profit
margins so that it can reduce the organisational cost by charging industry-specific charges
and which are affordable to customers. By increasing market share, Intro travel can increase
its customer base and also can provide them with tourism services at a lower price.
Sometimes, tourism organisation faces huge business loss by selling its quality products at
the lower process which is the biggest disadvantage of using cost-effective leadership. In the
present time, Intro travel is focusing on this approach and it follows low and high pricing
strategy as per the economic condition of different areas.
The focus strategy: In this type of generic marketing approach business enterprise focus on
the particular niche markets so that it can serve the particular area in most effective as well as
in a systematic manner. The business functions and practices of Intro Travel are very wide
which does not allow it to serve small or niche market. By focusing on a small market
4
Porter generic strategy helps the business enterprise in it determining the competitive
advantage of organisation within the marketplace. For having better growth and development
in the marketplace, it is very much essential for an organisation to focus on traditional and
generic marketing approaches which can help them in achieving competitive over market
competitors. With the help of Porter’s generic approaches, tourism organisation easily lead to
a high level of success and also can promote its business activities all over the world. The
most important traditional and generic approaches to marketing are cost leadership,
differentiation focus, cost focus and differentiation. All the generic approaches of marketing
are mentioned below which can be used by tourism organisation and these are followed as
under:
The Differentiation strategy: As per the generic marketing approach, tourism organisation
should focus on the product differentiation so that it can make its products and services
different from market competitors. With the help of this marketing approach Intro travel
which is an Australia based organisation can achieve a competitive advantage. The biggest
disadvantage of using this generic approach is that it requires product innovation, good
market research and high-quality products which are quite difficult tasks for business
enterprise (Akaka, et. al., 2013).
Cost leadership strategy: In this approach, the tourism organisation increases its profit
margins so that it can reduce the organisational cost by charging industry-specific charges
and which are affordable to customers. By increasing market share, Intro travel can increase
its customer base and also can provide them with tourism services at a lower price.
Sometimes, tourism organisation faces huge business loss by selling its quality products at
the lower process which is the biggest disadvantage of using cost-effective leadership. In the
present time, Intro travel is focusing on this approach and it follows low and high pricing
strategy as per the economic condition of different areas.
The focus strategy: In this type of generic marketing approach business enterprise focus on
the particular niche markets so that it can serve the particular area in most effective as well as
in a systematic manner. The business functions and practices of Intro Travel are very wide
which does not allow it to serve small or niche market. By focusing on a small market
4
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organisation cannot accomplish its desired financial objectives in an appropriate manner
(Kladou &Mavragani, 2015).
The differentiation focus strategy: This Porter’s generic approach encourage the
organisation to focus on different segments so that it can increase its market share and also
can lead to a high level of success. For managing the business functions of the different
market segments organisation have to hire a huge number of employees which increase
business cost and affect its profitability.
5
(Kladou &Mavragani, 2015).
The differentiation focus strategy: This Porter’s generic approach encourage the
organisation to focus on different segments so that it can increase its market share and also
can lead to a high level of success. For managing the business functions of the different
market segments organisation have to hire a huge number of employees which increase
business cost and affect its profitability.
5
Critical discussion of the chosen contemporary geographical theoretical approaches to
tourism
The tourism organisation has to focus on the geographical theoretical approaches so that it
can expand its business activities in a different location in an appropriate manner. The study
of tourism geography is a most important function which should be operated by the Intro
travel and other tourism organisations.
Product approach: For determining the geographical aspect of tourism organisation it is
very much important to first analyse its products, their financing, marketing and other
important activities. Hotel rooms, tourist services, and means are the most important products
which are delivered by the Intro Travel organisation. For studying each and every product
people need huge time period which makes this geographical approach less effective.
Economic approach: Tourism is rapidly growing industry that is why it is examined by all
economists who gives core attention to supply, demand, employment, the balance of payment
and other factors which make tourism sector more successful. With the help of this approach,
an organisation can analyse it's contributing to the economy and national economic
development. The negative point of this approach is that it does not consider the cultural,
environmental, and anthropological approaches which play a significant role in the tourism
sector (Page & Hall, 2014).
Geographical approach: By focusing on this approach tourism industry can easily study
about the environment, location, landscape and economic aspects of the country. This
approach helps the business enterprise in determining that in which area it should expand its
business and which areas it should ignore for global expansion such as developing countries.
Hence, these are some most important contemporary geographical theoretical approaches
which help Intro Travel in developing its business and leading a high level of organisational
success.
6
tourism
The tourism organisation has to focus on the geographical theoretical approaches so that it
can expand its business activities in a different location in an appropriate manner. The study
of tourism geography is a most important function which should be operated by the Intro
travel and other tourism organisations.
Product approach: For determining the geographical aspect of tourism organisation it is
very much important to first analyse its products, their financing, marketing and other
important activities. Hotel rooms, tourist services, and means are the most important products
which are delivered by the Intro Travel organisation. For studying each and every product
people need huge time period which makes this geographical approach less effective.
Economic approach: Tourism is rapidly growing industry that is why it is examined by all
economists who gives core attention to supply, demand, employment, the balance of payment
and other factors which make tourism sector more successful. With the help of this approach,
an organisation can analyse it's contributing to the economy and national economic
development. The negative point of this approach is that it does not consider the cultural,
environmental, and anthropological approaches which play a significant role in the tourism
sector (Page & Hall, 2014).
Geographical approach: By focusing on this approach tourism industry can easily study
about the environment, location, landscape and economic aspects of the country. This
approach helps the business enterprise in determining that in which area it should expand its
business and which areas it should ignore for global expansion such as developing countries.
Hence, these are some most important contemporary geographical theoretical approaches
which help Intro Travel in developing its business and leading a high level of organisational
success.
6
Explanation of the Marketing Initiatives
Marketing initiatives are very essential in the tourism business organization for the
enhancement of the tourism business. The various marketing initiatives are described below:
Drive Exposure with the Influencer Programs: In order to have the enhancement
and achieve growth status in the tourism and hospitality sector business, there can be use of
the maximum online influences. This increases the popularity of the tourism destinations on
the social sites and attracts the maximum people. YouTube bloggers, Think bloggers, etc.
are the influencers in the organization.
Amazing and skilled guide is required to be created in the area or the
destination: The lifeblood of the tourism industry is considered to be the travellers. It is
necessary that there should the proper fulfilment of the wants and the needs of the tourists.
To serve them the best, the organization is required to have the skilled tourist guides.
Building up of discussion platform on the Facebook: It is a well-known fact that
the people who are visiting a particular destination would also have a lot of questions which
they would deserve to know. So, the organization should build up an effective platform on
the famous social sites to attract the maximum people (Kotiloglu, et. al., 2017).
User Generated Contents are required to be generated and promoted: It is a fact
that people would wish to have real life examples of the destination related to the
experiences of different people. It is a fact that there should be generation of the same in the
organization by the owner of the tourism organization in the area. It would surety attract the
maximum tourists towards the destination.
Marketing is to be focused by the traveling type: Selling is also an important part
of the expansion and the enhancement of the tourism business. The various important
strategies are required to be focused in the business for having the achievement of the goals
and the targets of the organization.
7
Marketing initiatives are very essential in the tourism business organization for the
enhancement of the tourism business. The various marketing initiatives are described below:
Drive Exposure with the Influencer Programs: In order to have the enhancement
and achieve growth status in the tourism and hospitality sector business, there can be use of
the maximum online influences. This increases the popularity of the tourism destinations on
the social sites and attracts the maximum people. YouTube bloggers, Think bloggers, etc.
are the influencers in the organization.
Amazing and skilled guide is required to be created in the area or the
destination: The lifeblood of the tourism industry is considered to be the travellers. It is
necessary that there should the proper fulfilment of the wants and the needs of the tourists.
To serve them the best, the organization is required to have the skilled tourist guides.
Building up of discussion platform on the Facebook: It is a well-known fact that
the people who are visiting a particular destination would also have a lot of questions which
they would deserve to know. So, the organization should build up an effective platform on
the famous social sites to attract the maximum people (Kotiloglu, et. al., 2017).
User Generated Contents are required to be generated and promoted: It is a fact
that people would wish to have real life examples of the destination related to the
experiences of different people. It is a fact that there should be generation of the same in the
organization by the owner of the tourism organization in the area. It would surety attract the
maximum tourists towards the destination.
Marketing is to be focused by the traveling type: Selling is also an important part
of the expansion and the enhancement of the tourism business. The various important
strategies are required to be focused in the business for having the achievement of the goals
and the targets of the organization.
7
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Relevancy of the Different Approaches in tourism
Product Approach: In this approach, there is made the study of various products in the
tourism which the company is going to offer to its tourists. It is also good and relevant as
complete investigation is made of the organization in the approach. The procedure of the
complete tourism agency is maintained in the proper manner in this approach in relation to
the accommodation, refreshments, transportation and many more.
Institutional Approach: It is also considered to be an important approach in the
organization. It is a relevant approach as it helps in the growth of the tourism industry. The
complete organization is investigated in the approach. In this approach, more emphasis is
made by the travel agency. It helps in proper operation of the tourism activities in the
business.
Managerial Approach: It is also considered to be an important and the relevant approach in
the business organization. It is all because this approach is considered to be a firm-oriented
approach in which the much focus is laid on the goals and targets of the organization along
with the maintaining of the quality standards in the Intra Travel tour operating company.
This approach is Alsip considered to a proper and appropriate as, there is the inclusion of all
the aspects of tourism business in the approach (Lai,et., 2017). There is the proper following
of the planning, pricing and the research process in the approach followed by the tour
operating company.
Historical Approach:This type of approach is not used widely by the Intra Travel
organization in its business processing’s. Hence, the approach is too relevant to be used by
the organizations in its business processing’s. It is all because in the approach there is the
complete analysis of the innovation related factors in the tourism business activities.
Innovation is considered to be an important factor in the business which is a vital term in the
organization and also considered to be relevant in the business.
Sociological Approach: It is also considered to be a relevant approach in the tourism
business. It specially deals with society and society is the only area which leads to the
growth and the development of any of the organization and the same determined in the Intra
Travels. Sociology is a very wide concept which would be very helpful to the tourism
industry.
8
Product Approach: In this approach, there is made the study of various products in the
tourism which the company is going to offer to its tourists. It is also good and relevant as
complete investigation is made of the organization in the approach. The procedure of the
complete tourism agency is maintained in the proper manner in this approach in relation to
the accommodation, refreshments, transportation and many more.
Institutional Approach: It is also considered to be an important approach in the
organization. It is a relevant approach as it helps in the growth of the tourism industry. The
complete organization is investigated in the approach. In this approach, more emphasis is
made by the travel agency. It helps in proper operation of the tourism activities in the
business.
Managerial Approach: It is also considered to be an important and the relevant approach in
the business organization. It is all because this approach is considered to be a firm-oriented
approach in which the much focus is laid on the goals and targets of the organization along
with the maintaining of the quality standards in the Intra Travel tour operating company.
This approach is Alsip considered to a proper and appropriate as, there is the inclusion of all
the aspects of tourism business in the approach (Lai,et., 2017). There is the proper following
of the planning, pricing and the research process in the approach followed by the tour
operating company.
Historical Approach:This type of approach is not used widely by the Intra Travel
organization in its business processing’s. Hence, the approach is too relevant to be used by
the organizations in its business processing’s. It is all because in the approach there is the
complete analysis of the innovation related factors in the tourism business activities.
Innovation is considered to be an important factor in the business which is a vital term in the
organization and also considered to be relevant in the business.
Sociological Approach: It is also considered to be a relevant approach in the tourism
business. It specially deals with society and society is the only area which leads to the
growth and the development of any of the organization and the same determined in the Intra
Travels. Sociology is a very wide concept which would be very helpful to the tourism
industry.
8
Interdisciplinary Approaches: These types of interdisciplinary approaches also help in the
growth and the development of the tourism industry in an economy of the organization
named as Intra Travels. It is relevant in terms that it has the embracement of the activities in
the business which has the covering of all the aspects of the society and the business.
Political Science approach: This is also considered to be an important approach which is
exercised in the Intra Travels. It helps in the resolving of the various important political
related issues in the business organization. Involvement of the politics in the business in the
politics may lead to certain problems in the business (Lai,et., 2017).
Anthropological Approach: This is also an important and the relevant approach followed
in the organization of Intra Travels. These type of approaches is basically followed by the
cultural and the heritage based industries. It is very necessary to have the following of the
approach.
9
growth and the development of the tourism industry in an economy of the organization
named as Intra Travels. It is relevant in terms that it has the embracement of the activities in
the business which has the covering of all the aspects of the society and the business.
Political Science approach: This is also considered to be an important approach which is
exercised in the Intra Travels. It helps in the resolving of the various important political
related issues in the business organization. Involvement of the politics in the business in the
politics may lead to certain problems in the business (Lai,et., 2017).
Anthropological Approach: This is also an important and the relevant approach followed
in the organization of Intra Travels. These type of approaches is basically followed by the
cultural and the heritage based industries. It is very necessary to have the following of the
approach.
9
Conclusion
It can be clearly concluded that the various approaches which are used in the organization of
Intra Travels for the development and the improvement of the tourism business proved to be
very useful in the organization. Tourism business is a very wide business agency which
basically deals in providing refreshments to the tourists based on various destinations who
comes from different places just to have the enjoying of their leisure time. After following
the approaches, the Intra Travel organization would surely attain the targets and goals of the
company in serving the tourists.
10
It can be clearly concluded that the various approaches which are used in the organization of
Intra Travels for the development and the improvement of the tourism business proved to be
very useful in the organization. Tourism business is a very wide business agency which
basically deals in providing refreshments to the tourists based on various destinations who
comes from different places just to have the enjoying of their leisure time. After following
the approaches, the Intra Travel organization would surely attain the targets and goals of the
company in serving the tourists.
10
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Recommendations
Intra Travels had the following of all the approaches in the business organization in the
proper and the accurate manner. It had helped the organization a lot in the achievement of
the company targets. But there is also the need to have certain recommendations in order to
have better functioning of the organization and serving the tourists. First of all, there is
required to have proper planning in the organization for having the implementation of the
approaches. The work is to be done by all the skilled and the specialists in the tour operating
company relating to the application of the approaches to have better results from the same.
11
Intra Travels had the following of all the approaches in the business organization in the
proper and the accurate manner. It had helped the organization a lot in the achievement of
the company targets. But there is also the need to have certain recommendations in order to
have better functioning of the organization and serving the tourists. First of all, there is
required to have proper planning in the organization for having the implementation of the
approaches. The work is to be done by all the skilled and the specialists in the tour operating
company relating to the application of the approaches to have better results from the same.
11
Conclusion
After having the evaluation of the above defined report, it has been concluded that tourism
industry is a very vital and the crucial part of any of the economy. Here was the discussion of
the tour operating agency named as the Intra Travels which has the best operations in the
economy in order to attract the maximum tourists. It had discussed and gained the evaluation
of the various generic and the traditional approaches which were used in the tourism method.
It has also evaluated the application of the various contemporary geographical and the
theoretical approaches about their use in the tourism industry. The application of the
approaches was determined very essential to the organization. It also had the discussion on
the successful application of the various issues in the management. Various marketing
initiatives were also determined in the discussion about the various tourism organizations.
The relevancy of the approaches was considered to be very essential for having determination
of the practising of these all approaches. After concluding the results and checking the
relevancy, certain important recommendations were also provided for the feedback which
was though gained after visualizing the results.
12
After having the evaluation of the above defined report, it has been concluded that tourism
industry is a very vital and the crucial part of any of the economy. Here was the discussion of
the tour operating agency named as the Intra Travels which has the best operations in the
economy in order to attract the maximum tourists. It had discussed and gained the evaluation
of the various generic and the traditional approaches which were used in the tourism method.
It has also evaluated the application of the various contemporary geographical and the
theoretical approaches about their use in the tourism industry. The application of the
approaches was determined very essential to the organization. It also had the discussion on
the successful application of the various issues in the management. Various marketing
initiatives were also determined in the discussion about the various tourism organizations.
The relevancy of the approaches was considered to be very essential for having determination
of the practising of these all approaches. After concluding the results and checking the
relevancy, certain important recommendations were also provided for the feedback which
was though gained after visualizing the results.
12
References
Akaka, M. A., Vargo, S. L., &Lusch, R. F. (2013). The complexity of context: A
service ecosystems approach for international marketing. Journal of Marketing
Research, 21(4), 1-20.
Kladou, S., &Mavragani, E. (2015). Assessing destination image: An online
marketing approach and the case of TripAdvisor. Journal of Destination Marketing &
Management, 4(3), 187-193.
Page, S. J., & Hall, C. M. (2014). The geography of tourism and recreation:
Environment, place, and space. Routledge.
Sainaghi, R., Phillips, P. and Zavarrone, E., 2017. Performance measurement in
tourism firms: A content analytical meta-approach. Tourism Management, 59, pp.36-
56.
Lamers, M., van der Duim, R. and Spaargaren, G., 2017. The relevance of practice
theories for tourism research. Annals of Tourism Research, 62, pp.54-63.
Sharpley, R., 2018. Tourism, tourists and society. Routledge.
Colomo-Palacios, R., García-Peñalvo, F.J., Stantchev, V. and Misra, S., 2017.
Towards a social and context-aware mobile recommendation system for
tourism. Pervasive and Mobile Computing, 38, pp.505-515.
Kotiloglu, S., Lappas, T., Pelechrinis, K. and Repoussis, P.P., 2017. Personalized
multi-period tour recommendations. Tourism Management, 62, pp.76-88.
Lai, P.H., Morrison-Saunders, A. and Grimstad, S., 2017. Operating small tourism
firms in rural destinations: A social representations approach to examining how small
tourism firms cope with non-tourism induced changes. Tourism Management, 58,
pp.164-174.
13
Akaka, M. A., Vargo, S. L., &Lusch, R. F. (2013). The complexity of context: A
service ecosystems approach for international marketing. Journal of Marketing
Research, 21(4), 1-20.
Kladou, S., &Mavragani, E. (2015). Assessing destination image: An online
marketing approach and the case of TripAdvisor. Journal of Destination Marketing &
Management, 4(3), 187-193.
Page, S. J., & Hall, C. M. (2014). The geography of tourism and recreation:
Environment, place, and space. Routledge.
Sainaghi, R., Phillips, P. and Zavarrone, E., 2017. Performance measurement in
tourism firms: A content analytical meta-approach. Tourism Management, 59, pp.36-
56.
Lamers, M., van der Duim, R. and Spaargaren, G., 2017. The relevance of practice
theories for tourism research. Annals of Tourism Research, 62, pp.54-63.
Sharpley, R., 2018. Tourism, tourists and society. Routledge.
Colomo-Palacios, R., García-Peñalvo, F.J., Stantchev, V. and Misra, S., 2017.
Towards a social and context-aware mobile recommendation system for
tourism. Pervasive and Mobile Computing, 38, pp.505-515.
Kotiloglu, S., Lappas, T., Pelechrinis, K. and Repoussis, P.P., 2017. Personalized
multi-period tour recommendations. Tourism Management, 62, pp.76-88.
Lai, P.H., Morrison-Saunders, A. and Grimstad, S., 2017. Operating small tourism
firms in rural destinations: A social representations approach to examining how small
tourism firms cope with non-tourism induced changes. Tourism Management, 58,
pp.164-174.
13
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