BTEC HND Marketing in Travel and Tourism Report - Scotland

This report provides an in-depth analysis of marketing within the travel and tourism industry, with a specific focus on the tourism sector of Scotland. The report begins with an introduction to the importance of the travel and tourism sector in the global economy and its recent growth. It then delves into the tourism landscape of Scotland, highlighting key attractions, tourist demographics, and activities. The core marketing concepts, including production, product, selling, marketing, and societal marketing concepts are discussed in the context of Scotland's tourism strategy. The report also examines the marketing environment, encompassing both micro and macro environmental factors and their impact on the tourism business. Furthermore, it addresses factors influencing consumer motivation and demand, along with market segmentation principles and their application in marketing planning. The report concludes by summarizing the role of marketing in attracting tourists, the impact of the marketing environment, and the significance of market segmentation for effective planning.

Marketing in travel
and tourism

INTRODUCTION
Travel and tourism has become one of the important sectors of
current economy. This is one of the fastest growing industries
that has shown tremendous growth in recent years and has played
a major role in strengthening the economy of nation. Current
report will discuss the marketing concept in context of travel and
tourism. It will provide the core concept that can help Scotland in
development of its tourism and travel sector. It will discuss
marketing environment and its impact on the working of this
industry.

TOURISM OF SCOTLAND
Scotland is one of the favourite holiday destination for the
tourist. The country provide their visitors a great experience
where they combine their ancient monuments, tradition and
battlefields with their legendary myths and folklore.

Tourist in Scotland
In recent year the no. of tourist in the country has increased to 5%
that is more than 15 million compare to last year. In this 11% were
oversea tourist and 3% were domestic visitors. According to figure
the maximum number of oversea tourist were consisted of Europe.
The tourist from north America also rose by 28%. The rise in the
visitors and expenditure shows that Scotland provide their visitors
with quality experience on which they can spend money.

Attraction
Edinburgh Castle is one of the biggest
attraction for the tourist. It own its existence
since 13th century and is still dominating the
skyline of nation. Loch lomond is another
one of the beautiful attraction that attract
people toward it. Its one of the largest lake
with plentiful trout, salmon and whitefish.
Along with this there are many more
attraction such as Isle of Arran, Stirling etc.,
that has been able to gain the attention of
people.

Activities
Other than beautiful attraction the nation also provide their tourist
with attractive activities that are good enough to keep the interest
of nation.

The home of golf was able to attract the
attention of most golfer that come here
to play and experience the sport at its
most authentic.
Scotland consists of both land and cost
and provide their tourist adrenaline
pumping experience. Mountain biking
in rugged area, Scaling, gliding etc.
Along with this it also promotes water
sports such as boat trips etc. It also
includes multi activities for children
such as climb zone. Other than this it
also promotes snow sports cycling.

Events
Edinburgh summer
festivals, Hogmany and
new year, Highland games
are few major event that
are held every year in
Scotland and is able to
attract the attention of
tourist.

Core concept of marketing for
Scotland
Marketing concept can be
described as a philosophy that
stated an organisation or nation
should concentrate on the needs
of customer and then make
decision so that they can satisfy
these demands. There are five
basic concepts of marketing that
Scotland is following in order to
attract more travellers towards
the country .

Production concept
These concepts focus on the needs of travellers. According to
this, people prefer to travel those places that are easily accessible
and highly affordable in price.

Product concept
According to these concepts, travellers prefer the place that
provide them with high quality services. For example: proper
accommodation, food, transport facility, etc. Scotland promotes
many travel agencies that can cater to the needs of travellers.
They try to provide visitors with the best travelling and
accommodation services.

Selling concepts:
The main aim of this concept is to increase the sale of company.
Promotion is the way through which nation can promote their
services and can attract more travellers toward their land. They
can use social media and internet as a medium to grow awareness
among customers. Scotland can create its own web page which
can show the beautiful places and services that nation has to offer
to their visitors. They can also attract people by offering special
services like accident or adventure tour insurance.

Marketing Concepts:
It focuses on the needs and demand of target market and
introduce new product which can satisfy the petition of public.
Scotland is using pull strategy in order to gain the attention of
tourist. It is also trying to make their nation as one of the leading
tourist destination of world.

Societal marketing concept:
This concept focuses on providing valuable services to the
service users while ensuring the well-being of society. Scotland
makes sure that they are meeting the needs of their customers
while preserving the nation so that needs of future generation can
also be fulfilled.

Marketing environment of Scotland and its impact on
the tourism business.
Micro environment.
Customers: Customers play an important role in the business. It
is necessary for nation to meet the demand of customers so that
they can feel satisfied with the services provided by nation.
Suppliers: Suppliers play an important role in satisfying needs of
customers and providing them with the best experience.

Macro Environment
Political factor: Political stability plays the major role and have a
huge impact on the business of tourism.
Technology: It refers to the technology, research and
development on the business of nation. Nation can use upgraded
and latest technology in their working so that they can attract
more customer.

Factors affecting Consumer Motivation and Demand.
There are many factors that can affect the motivation and
demand of visitors in order to motivate visitors and attract them
towards nation.
• Purchasing power of consumer
• Personal preference

Principle of market segmentation and their use in
marketing planning.
Marketing segmentation is the process of
dividing the potential customer in groups
or different segments on the basis of
different characteristics. The different
type of market segmentation re given
below
• Demographic segmentation
• Psycho graphic segmentation
• Geographic segmentation
• Behavioural segmentation

Conclusion
Marketing play important role in the tourism and
help in attracting more travellers toward the
country. Marketing environment has major
impact on the activity of tourism industry.
Market segmentation help in effective planning
and gaining the attention of travellers.

References
Armstrong, G., and et. al., 2015. Marketing: an introduction.
Pearson Education.
Baker, M. J., 2014. Marketing strategy and management.
Palgrave Macmillan.
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel
and tourism: Empowering co-creation of value. Journal of
destination marketing & management. 4(3). pp.151-161.