Fdn005: Analysing Digital Marketing and Globalisation in Tourism

This report examines the impact of digital marketing and globalisation on the tourism industry. It contrasts traditional and contemporary marketing approaches, highlighting the transformative effects of technology and social media on how companies market their products and services. The report also delves into the concept of globalisation, focusing on its effects on the UK economy, including increased trade, greater import choices, and tax avoidance issues. It discusses both the positive aspects of globalisation, such as access to larger markets and cheaper goods, and the negative aspects, including environmental damage and job insecurity. The analysis concludes that digital marketing and globalisation have significantly reshaped the tourism sector, creating both opportunities and challenges for businesses.

Fdn005

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Section A..........................................................................................................................................3
Question 1...............................................................................................................................3
Section B..........................................................................................................................................5
Question 2...............................................................................................................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Introduction
The term tourism management refers to a multitude of activities including planning of
tour, learning tour destination, formulating travel arrangement, and providing accommodations.
In its inclusion efforts being related to marketing are being performed in respect to attract
tourists for traveling to a particular direction or source of destination. In addition to this, HRM in
the tourism and hospitality industries is also a vital component to regulate effective functioning
under such industries (Papageorgiou, Marneros and Efstathiades, 2021). For the given report
document, 2 questions will be answered depending upon the choice of career pathway. Along
with this, the concept of globalisation will also be discussed, on the other hand, the impact of the
development of technology and social media on companies and organisations marketing their
products and services in the last ten or fifteen years will be taken into consideration
(Kandampully and Solnet, 2019).
Main Body
Section A
Question 1
Digital marketing concept
With the fact that the term marketing has always remained a revolutionary operational
technique in a contemporary business environment. The basis of success for a business enterprise
has been dedicated to the proper functioning of the marketing department of the operational firm.
With the increase in technology, the concept of digital marketing has changed the manner in
which marketing activity regulations are performed along with core business operations. With
the upcoming modern technology approach to marketing efforts in a corporate firm have been
shifted from the traditional way of marketing to a cost-effective and productive way of marketing
through social media and related online digital marketing technology. In its inclusion, several
online survey forms and related questionnaires were being prepared in form of online
advertisement in respect to acknowledging the behaviour of consumers in a specified region of
business operations (Knox, Crawford and Young, 2020).
Traditional marketing
Being part of Business management and management of marketing an article published in
BBC, (2022), states about using the traditional way of marketing post 10-15 years were different

from what it is in the contemporary business environment. Previously, marketing efforts included
the use of TV, cinema, radio, newspaper, and billboards in respect to marketing the company’s
products and services. Such marketing techniques being adopted by the company’s marketing
department under the traditional sense had the greater advantage for being tagged under the most
memorable campaign. For the reason being personal interactions also relative relations can be
formulated with respective consumers of the business firm. Reflecting traditional behaviour of
consumers through the times when the use of digital technologies was not very often used or
preferred by consumers as well as business stakeholders. Therefore, the use of such traditional
techniques by business firms proved to be effective and was formed as an effective basis under
which the productivity of the corporate firm could be shaped (Traditional methods of advertising,
2022).
Contemporary marketing
According to Jonty Bloom, (2020), diversified changes were being observed concerning
the outbreak of the coronavirus pandemic. Several attempts recorded which were made by
companies in respect to counter changing behavioural demand of consumers failed drastically. In
such an environment, traditional ways of advertising that were in form of billboards, posters, and
related marketing tactics were of no sense. In the UK, ITV’s advertising revenue was down 42%
in April, while Fox in the US has seen revenue halve. Related downfall in the UK was being
reported at car industry that reported sales downfall for about 97% (Coronavirus: How the
advertising industry is changing, 2020).
Impact of development in technology and social media in the way companies market their
products and services in the last ten or fifteen years.
Tracking such dramatic changes in consumer market wherein, follow-up marketing
strategies of different companies were being shaped. It can be said that development in
technologies and social media have largely impacted the manner in which corporate firms market
their respective service or product in the last 10-15 years. Being observed that due to significant
changes in behaviour of consumers and the increased rate of time spend on social media sites, it
can be said that the traditional mode of marketing is less frequently used by company marketers.
Although the traditional sense of marketing has their greater importance while reaching a high
number of consumers and enabling immediate feedback. This helps the corporate firm to develop

better response time of their operational functioning and develop effective trust in minds of
customers with relevance to their operational working (Fayos-Solà and Cooper, 2019).
Through time scope of digital marketing has been evolved when engaged in business
operations in the tourism and hospitality industry. In modern times, marketers of tourism firms
advertise their respective tourism or hospitality services through the use of social media sites
like; Facebook, Instagram, Twitter, etc. For the purpose being, a large source of the audience is
being captured and a cost-effective basis of operations is being enabled. In addition to this,
marketers of the respective firm are able to develop attractive promotional advertisements and
create a better sense of good competition in an overall business operational market environment.
There were several shifts in respect to marketing techniques adopted by a business firm for
manipulating demands of consumer behaviour arising in competitive markets (Okumus,
Koseoglu and Ma, 2018).
Section B
Question 2
Globalisation concept
The concept of globalisation refers to the process through which interaction among
individuals, government as well as a corporate body is being formulated. The stated process is
being accelerated since the 18th century through the boost in communication and transportation
technology. Through the process, there were significant changes in the country’s economy that
were taken place. This could be a form of an increase in the movement of goods and services
from one region to another and also included trading with several regions throughout the world
(Vladimirovna, 2020).
Impact of Globalisation as a phenomenon on the UK
Being stated by Tejvan Pettinger, (2019), the term globalisation refers to the integration
or interdependence of the global economy and is deemed as the major reason for to rise in trade
and increased movement of capital and labour. In respect to the economy of the UK, provided
term had a greater impact in terms of functioning of the UK economy. It was believed that by the
upcoming globalization policy businesses operating in the region will flourish. Furthermore,
significant operations of corporations operating in the region will be engaged in more productive
outcomes, as being an exploration of new techniques or a better way of performing operations

being observed while being in the process. Following are some impacts that were caused to UK
economy by force of globalisation (Sharpley and Harrison, 2019);
 Increased trade: The term globalisation has resulted in increased trade mean for the UK
economy. In the process being UK firms can draw on advantages of being specialising in
goods. Under this UK economy have a greater advantage while being engaged in
business operations related to financial services, nuclear power consumption and video
gaming. Inclusive of the impact, provided concept enabled with competitive advantages
to specified regional country and also lead to the creation of job and providing
employment opportunities to individuals throughout the world.
 Greater choice of import: This element for which the impact of globalisation is to be
explored relates to providing a variety of choices to consumers residing in the respective
region. In inclusive of the element, various efforts were being raised in respect to satisfy
the demands of individual consumers for which better development of an economy region
can be facilitated. In the context of the UK economy, it has become accustomed to the
year-round availability of fruits and vegetables due to food imports. It offered a wide
variety of products and services for selection to several consumer groups residing in their
respective regional economy.
 Tax avoidance: Through inclusive of the concept, this element enabled business firms to
shift their production as well as supply regions from high tax nations to lower ones. This
is treated as one of the loopholes for concept of globalisation. For example, corporates
like; Amazon, Apple and Google have taken advantage of this element which widely
impacted losses to the UK treasury. In the process is a production of goods and services
were being transferred to regions like; Bermuda, Ireland and Luxembourg. Therefore, this
contributed towards the negative impact of provided concept and related with the
debatable statement of globalisation leading to unequal distribution of the benefits in
various regional societies.
The positive and negative effects of globalisation
The term globalisation had both positive and negative on the productivity of an economy
and inclusive business firms in relative society. This was in regards to exploring various aspects
of the society for which exploration to key associated drivers of bringing in change in an
economy was being taken into consideration (Smit and Melissen, 2018).

Positive effects of globalisation
 Access to larger markets: Through the process of globalisation, a specified company or a
corporate firm was able to get access to larger consumer groups. Various corporate
bodies of the region were being able to sell their products as well as services in not only
domestic markets but also explore different cultural demands while operating in
international markets. This aided in shaping efforts produced in the business firm towards
the correct or productive directions and enabling decent opportunities to respective
businesses operating as a global force.
 Cheaper good to consumers: With the given process of globalisation a regional economy
was being able to build on the availability of cheaper goods to consumers in respective
operational market zones. This was in response to low taxes that were imposed by the
government of the nation. Being in a given process, various companies were being
authorized to set up their production processes in their respective regions wherein, tax is
being imposed at a much lower rate of interest.
 World peace and unity: Through the upcoming globalisation process, world peace and
unity were being promoted. This was in respect to bringing the government of various
regions close to each other in terms of agreeing to their terms and conditions. The
provided approach enabled world peace as economic or global goals were being
completed in the form of mutual consent.
 Innovation: Being engaged in the process of globalisation, a sense of creativity and
innovation was being promoted. Inclusive of the process, there were several techniques
adopted in the regional environment for which taking advantage of stated policy
individual firms was able to get access to latest technology. This enabled with use of
creative resources which helped the business firm to operate effectively in respective
business environment.
Negative effects of globalisation
 Causes environmental damage: The concept of globalisation is reported to cause some
significant damage to environment of a respective region. The proposed argument can be
supported in respect to increased production of an area and thus, lead to over utilisation
of resources of regional economy.

 Fluctuations in prices: By globalisation, prices of a particular commodity fluctuated with
respect to their availability in respective market regions. It was due to rise in competition
and demand for a particular product or service being raised in respective business
economy.
 Job insecurity: Due to globalisation, while reflecting to positive outcomes it although
provided with decent job opportunities but on the other hand, created jobs for people in
developing countries who provided cheaper manufacturing jobs. It is said that stated
concept realises its loophole when engaged in employability, for which job are been
taken off with one region and are shifted to another (Dekker, Oskam and Wiegerenk,
2021).
Conclusion
From the analysis of the above report document, it can be concluded that digital
marketing concepts have greater importance in response to the contemporary business
environment. In its relation to traditional marketing, it can be said that the approach to marketing
has largely being evolved which created scope opportunities and functioning of a business firm.
In addition to this, the concept of globalisation played a key role in developing effective
standards of business working in respective regional economies. Being in the process there were
both positive as well as negative outcomes of the approach.

References
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tourism: a perspective article. Tourism Review.
Knox, M.W., Crawford, J. and Young, S., 2020. Ecotourism emergence in Tasmania through
social entrepreneurs and authentic leaders. In Global Entrepreneurial Trends in the
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Luiz Moutinho and Alfonso. Vargas-Sanchez. Strategic Management in Tourism.
Okumus, B., Koseoglu, M.A. and Ma, F., 2018. Food and gastronomy research in tourism and
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In ICTR 2021 4th International Conference on Tourism Research (p. 435). Academic
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Peggy Teo T.C. Chang and K.C. Ho. Interconnected World’s, Tourism in Southeast Asia.
R. Glenn Hubbard Money, Banking, and the Financial System.
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Edward Elgar Publishing.
Smit, B. and Melissen, F., 2018. Sustainable customer experience design: Co-creating
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Vladimirovna, I.T., 2020. Inclusive Development of Society: Proceedings of the 6th International
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Online
Traditional methods of advertising, 2022. [Online]. Available at:
<https://www.bbc.co.uk/bitesize/guides/zty8v9q/revision/3>
Coronavirus: How the advertising industry is changing, 2020. [Online]. Available at:
<https://www.bbc.com/news/business-52806115>