The Role of Marketing Information Systems in Hospitality and Tourism

This report examines the application and importance of Marketing Information Systems (MIS) within the tourism and hospitality industry, using Marriott International as a case study. It explores the systematic collection, analysis, and distribution of marketing information to aid in decision-making, including pricing, distribution, and product development. The report highlights the components of MIS such as information systems, computerized data, communication and decision support systems, marketing intelligence systems, and market development, and their effectiveness in improving business operations, customer satisfaction, and competitive advantage. It also details the importance of MIS in identifying customer needs, monitoring market trends, making future decisions, reducing costs, and facilitating marketing division activities. The conclusion emphasizes MIS's crucial role in supporting stakeholders and enabling effective strategies for organizational growth and success.

Marketing
informational system
in tourism and
hospitality industry

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing Information systems are referred to the set of procedures which undertakes
methods relating to design, create, analyse, distribute and anticipate informations relating to
marketing decision on frequent basis. This report takes into consideration Marriott Internation
which is an reputed hospitality service provider operating throughout the world. This business is
known to offer their diversified hospitality services through their wide distribution network. This
report will attempt to analyse the importance of Management information systems in hospitality
sector and their effectiveness in gathering crucial information within this industry.
Main Body
Marketing Information systems focuses on systematized collection of information along
with their analysis and interpretation. This process will be helpful in identifying crucial market
information from the both inside and outside sources to a business. The information which has
been catered through Marketing information systems is further helpful in undertaking crucial
decision relating to promotional efforts on behalf of an organisation. The crucial decision
relating to this business involves appropriate pricing of the product, latest approaches to
distribution, innovative ways to promotion and most importantly development of new products
and services (Baker and Saren, 2016).
It is evident that an organisation is influenced with both internal and external
environmental factors. Therefore it is essential for a business to consider all the factors before
taking crucial decisions. In context of Marriott international, MIS is helpful in making sure that
major problems are identified so that their appropriate resolution could be formed. Undertaking
of this system will further assist managers in assuring that better managerial decisions are formed
along with identifying and measuring deviation in the performance of business (Wilson, 2014).
Apart from this there are certain components of marketing information system that help
an organisation to grow and develop in competitive advantage. It have effectiveness within
business operation if an organisation use this system in an appropriate manner. From this an
organisation can have accurate and necessary information along with proper utilization of
resources so that effective decision can be taken which vis beneficial for an organisation. It used
an important aspect in accomplish goals and objectives as well as other business activities with
proper reporting system. An effective marketing information system will help mangers of
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Marriott International tto solve out their day to day problems. Herein, the components of
marketing information system along with its effectiveness in hospitality industry are determined
below:
Information system: information system help an organisation to collect and gather
information through which internal records can be maintained. It data are recorded in an
effective manner that it can be accessed whenever there is need. This help managers of Marriott
International collection information in form of invoices, transmit copies, billing documents that
are prepared by them at time of delivering goods or receiving orders. Thus, there are several
data bases such as customer data based, product data base and sales person from which they can
have appropriate information (Boschetti and Massaron, 2015).
Effectiveness
Computerised data-Marketing information system is refer as a computerised data form
which is useful for information data collection and proceed this information with data processor
so that they can gather and store information by using electronic media and other tools. In
Marriott, the manger of the company can use it generating effectiveness in data and information
so that they can maintain manage information in effective manner (Rowley, 2016).
Communication and decision support system: It includes different software programs
which benefits a marketer to analyse collected data and information in a proper way so that right
decisions can be taken. Due to this system, marketing manger in Marriott hotel can record large
amount of data in an organised and systematic manner. This will help the manager in taking
strategic decision so that high profitability can be attained. Hence, it is very essential for the
marketer to check marketing atmosphere so that policies, procedure and strategies of marketing
can be designed in a proper manner (Brady, 2014).
Effectiveness:
MIS is management oriented: MIS is designed in a way so that hospitality sector can
bring out efficiency in their work. It is vital for top authority and management of company to
take right decisions so that organisational objectives of company can be attained in a desired
way.
Hence, form above stated components travel sector can use effectiveness of MIS in a
proper way. It plays a vital role in completing organisational work due to overall productivity
and profitability of a firm increases.
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Marketing intelligence system- It help in offering and providing that malformation which
is collect from marketplace. It beneficial fro the manger of Marriott because it help in providing
information about the changing needs, demands, taste and preferences of the customers. To build
o make effective marketing intelligence system, the management of this company conduct
training, learning and development sessions and programs to the employees so that they can
make improvement according to the trends of marketing. If they do this process then it help in
increasing customer base and maintaining the loyalty of the customers (Campbell, Martin and
Fabos, 2018).
Effectiveness
Based upon future needs of business- Marketing information system is depend upon the
satisfying the demand and aims of the company in proper manner. It is beneficial for the manger
of Marriott hotel it help in maintain records and preparing proper data about the guest and clients
(Pike, 2015).
Market development- Marketing research is beneficial for the collection and gathering
the primary and secondary data in context of finding better outcomes. Tit is beneficial for the
manager because it help in the development of the company in term of providing correct an
relevant information about the company and customers etc.
Effectiveness:
An integrated system: MIS gets integrated with different optional areas which provide
data and information needs of management in a more effective way. It will benefits hospitality
sector in managing their customer records along with providing security to their customers. It
will helps the Marriott hotel in having a proper schedule system like managing workforce,
inventory, requirements, needs and demands of customers in a proper manner (Clow and James,
2014).
Importance of Marketing Information system
There are several importance of marketing information system within hospitality industry.
Explanation of these are as follows :-
 For hospitality industry customer are most important and their satisfaction. So marketing
information system help in identifying customers needs as well as wants in effective
manner.
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 Although, business environment is competitive and several trends are emerging within
hospitality sector. Thus, marketing information system assist in monitoring market
environment as well as trends.
 Future decisions are important for the success and growth of business. So respective
information system help hospitality industry organisation in making their future
decisions.
 Marketing information system assist in cost reduction as well as saving time by
eliminating wastage (Larson and Draper, 2015).
 Marketing division is important because it facilities companies working within hospitality
sector in conducting or coordinating activities within marketing division.
 It is useful for Marriott international to identify and address issues which may faced by
the customers during their visit. This information system help in overcoming such kind of
problems by enabling the management to make corrective decisions and plans in advance
so as to reduce future challenges.
 Marketing information system provides an adequate information to the managhement
which makes easy to frame an effective strategies and plans in order to achieve desired
goals and objectives within pre-determined time period. Marriott International is based on
MIS report as its profitability and sustainability are increased (Malhotra, 2015).
 MIS help in availing financial information of last financial year which assist management
in comparing with the actual financial performance. It helps in establishing policies and
strategies to enhance the skills and efficiency level of their employees which in results
providing maximum contribution towards achievement of organisational goals and
objectives.
Therefore, Marketing Information system assist a hospitality industry to maintain their
market stability as well as retention of its loyal customers by making suitable plans and policies
which in results achieving competitive advantage in market for longer duration.
CONCLUSION
It has been summarised from the above report that marketing information system plays a
vital role in hospitality and tourism industry as it supports in maintaining information of its
stakeholders such as employees, customers, suppliers etc. which makes easy for the management
to frame an effective strategies and plans for future growth and success of an organisation. It
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requires less time and stored information at one place which can easily available for the
management to identify and address the problems related with the customers, employees etc.
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REFERENCES
Books and Journals
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Boschetti, A. and Massaron, L., 2015. Python data science essentials. Packt Publishing Ltd.
Brady, D. L., 2014. Essentials of international marketing. Routledge.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Clow, K. E. and James, K. E., 2014. The marketing research process. Essentials of marketing
research: Putting research into practice. pp. 25-61.
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.
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