Marketing Fundamentals: Analyzing Tourism Industry Environment

This essay explores the impact of marketing environmental factors on the tourism industry, focusing on governmental policies, political unrest, technological advancements, and changing customer preferences. It discusses how the industry responds to these changes through mobile apps, social media marketing, and training programs. The essay also reflects on the ease of booking processes and the importance of privacy and security in online transactions, highlighting the shift towards customer-centric strategies and the need for continuous evaluation and innovation. Desklib provides this essay as a student resource, along with a wealth of other study materials and solved assignments.

Running head: MARKETING FUNDAMENTALS
Marketing environment of Tourism Industry
Name of the student:
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MARKETING FUNDAMENTALS
Table of contents
Impact of marketing environmental factors on tourism industry...............................................2
Response to the change in the marketing environment..............................................................3
Reflective response to the change..............................................................................................4
References..................................................................................................................................5

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Impact of marketing environmental factors on tourism industry
Harsh policies implemented by the government are one of the changes, which is
affecting the operations of the organizations like the tourism industry. These policies govern
the macro-environment of the organization. Governmental restrictions aggravate the
complexities of the industry in terms of executing the activities in an efficient and effective
manner (Baines et al., 2017). Political unrests compel the industry personnel to conduct the
marketing activities. Partnerships with the trade unions are assistance in terms of dealing with
the financial instabilities like inflation and high exchange rates. This assistance is essential in
terms of catering to the needs, demands and requirements of the customers.
Adherence to the legal obligations on the technological usage for marketing activities
has eased the booking processes. Providing access to the websites for booking tickets have
increased the sales volume of the tickets. Herein lays the appropriateness of the concepts
sales concepts and product concept. The environmental factors relates to the introduction of
automobiles, which consume less fuel and contribute less to the environmental pollution
(Ottman, 2017).
The tourism industry is different from the other industries in terms of the products and
services, which they offer to the customers. Intangibility of the products and services relates
to the concept of customer satisfaction. For example, a restaurant offering fusion foods
possesses flexibility for the achievement of large-scale customer satisfaction. Innovation
within the services enhances the brand image. Feedbacks from the customers enhance the
reputation of the industry. Researching and developing lucrative schemes, discounts and
offers for the customers making online ticket bookings helps in generating high revenues and
enhancing the profit margin (Vanhove, 2017).

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Response to the change in the marketing environment
Mobile apps have revolutionized the services of the tourism industries. This reflects
the importance of social media marketing, which has enhanced the network. Compliance to
the legal obligations result in the efficient execution of the marketing activities on the social
media. Taking the assistance of the government has proved beneficial in averting the risks of
cyber crimes. The major drive behind this is the permission from the statutory bodies of law
before launching the app for the use of the customers (Tang, 2015). Along with this,
verification of the payment option in the apps has helped the personnel in stabilizing the
financial parameter.
In the process of levying these options to the customers, the personnel have
identified the target market and target audience. This identification has improved the focus of
the personnel in terms of the identified goals and objectives. One of the other aspects here is
the training and the development programs. These have enhanced the preconceived skills,
expertise and knowledge of the employees regarding the basic managerial activities.
Technological training have made the staffs aware of the latest software for calculating the
budgets and expenditures (Ottman, 2017).
Campaigns have also been adopted by the tourism industry to attract the customers.
Mention can be made of “There’s Nothing Like Australia”, which was the strategy adopted
for enhancing the brand image of Australian tourism. Rationality in these strategies provides
a platform for the customers in terms of exercising their purchasing power.
Evaluation is the key towards upgrading the standards and quality of the services.
Review of the past performances in the review enhances the decision making process of the

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MARKETING FUNDAMENTALS
personnel in terms of bringing innovation in the products and services (Tang, 2015). The
focus has shifted to the customers, which has provided competitive advantages to the
organizations like the tourism industry.
Reflective response to the change
I think the tourism industry has made the booking process much easier for the
customers. This is mainly due to the mobile apps, which provides cashback offers on a
stipulated amount spent on the bookings. I am surprised at the ease, with which the people
can make payment through the option of Paytm. I think the privacy cookies and statements
are important for the customers while making the booking and the payments. This is
important in terms of averting the instances of cyber crimes and loss of the personal data.
Regular conversations helps the customers in enhancing their awareness regarding the latest
information regarding the delay of the flights or changes in the accommodations.

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References
Baines, P., Fill, C., Rosengren, S., & Antonetti, P. (2017). Fundamentals of Marketing.
Oxford University Press.
Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Tang, Z. (2015). An integrated approach to evaluating the coupling coordination between
tourism and the environment. Tourism Management, 46, 11-19.
Vanhove, N. (2017). The Economics of Tourism Destinations: Theory and Practice.
Routledge.