Analysis of Marketing in the Travel and Tourism Sector in Scotland

This report provides a comprehensive analysis of marketing within the travel and tourism sector, with a specific focus on Scotland. It begins by exploring core marketing concepts and their application to destinations like Loch Lomond and Skye, emphasizing the importance of creating awareness and showcasing services to attract tourists. The report then delves into the marketing environment of Scotland, utilizing PESTLE and SWOT analyses to assess political, economic, social, technological, environmental, and legal factors, along with internal strengths, weaknesses, opportunities, and threats. Consumer motivation and demand for Scotland as a tourist destination are examined, alongside an analysis of market segmentation principles. The report further addresses strategic marketing planning for Scotland, highlighting the significance of adapting to internal and external changes and utilizing SWOT analysis. Finally, the report discusses the elements of marketing mix within UK tour operators, emphasizing the importance of an integrated promotional campaign for effective marketing strategies.

MARKETING IN TRAVEL AND TOURISM
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Table of Contents
Introduction ................................................................................................................................................3
Task 1..........................................................................................................................................................3
Task 2...........................................................................................................................................................7
Task 3.........................................................................................................................................................10
3.1 Identification of the elements of marketing and the issues of designing and developing the product
price and place of UK tour operator..........................................................................................................10
3.2 Assessment and discussion on the importance of service sector mix elements..................................11
Application and discussion on the concepts of the tourism product.........................................................11
Assessment of the integrated nature and role of the promotion mix in respect to the country...............12
Integrated promotional campaign.............................................................................................................12
Conclusion ................................................................................................................................................13
Reference list.............................................................................................................................................14
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Introduction
Tourism is an important aspect of the GDP growth in the countries of modern time. Moreover, it
needs to be stated here that it contributes significantly to the national income of the countries. In
this aspect, the contribution and the enhancement of the tourism sector in countries like United
Kingdom and Scotland has been discussed. The importance of marketing in developing the
sector has been reiterated in the project. In doing so, the discussion on the core concepts of
marketing in respect to Loch Lomond and Skye in Scotland has been discussed. The analysis of
the marketing environment in Scotland has been provided. Factors that affect consumer
motivation and demand for Scotland as tourist destination has been discussed. Principle of
market segmentation have been defined and incorporated in the project. Moreover, identification
of the marketing elements in UK tour operators have been done. Application and discussion of
the elements of tourism has been discussed and the importance of integrated promotional
campaigns has been discussed in this essence.
Task 1
1.1 Discussion on the core concepts of marketing and application of it to Loch Lomond and
Skye in Scotland
In continuing the project it is required to be stated that the concept of marketing revolves around
five postulates namely the production concept, the product concept, selling concept, marketing
concept societal marketing concept. In discussing the core, concepts of marketing, analyzing the
potentials of Loch Lomond and Skye are important (Gregori et al. 2014). From the research of
background, it has been evident that Loch Lomond and Skye has immense potentials both for
tourists from within the country and also international communities. Here it has been apparent
that in marketing the Loch Lomond and Skye as tourist destinations awareness among the people
needs to be created (Seetaram et al. 2014). Portraying the kind of services that the place
provides will help in increasing the number of tourist visiting the area.
While particular world occasions have brought about impermanent moves in travel designs, they
have not brought about less go, as world tourism reliably proceeds to develop by 4% every year.
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There is a long history of inviting guests to the National Park territory, with the first visitors
arriving before the actual arranged time as the 1700s (Mariani et al. 2014). The coming of
railroad and steamer go in the nineteenth century opened up the zone to guests and it turned into
a noteworthy occasion goal amid Victorian circumstances. With the 1920s industrialization of
Glasgow, the Park area turned into a day what’s more, end of the week break goal for the city,
and as amusement developed, wound up plainly known for water based exercises, for example,
sailing, water skiing and angling and additionally available slope strolling. The marketing and
the policies in drawing tourists to destinations like Skye and Loch Lomond has to be framed
keeping these in mind (Gustavo, 2013). This will help in preserving the individuality of the place
and at the same time will help in marketing the product in a better manner. This will also help in
increasing the income of the people in the area and increase the revenue of the government. This
will further help in the enrichment of the infrastructure.
1.2 Analysis of marketing environment of Scotland as a tourist destination and its impact
on the travel and tourism business in Scotland
PESTLE Analysis
Political  Changes in political stances
 Stable political rules and regulation
 The political factors are having impact
on the overall economy thus there
should be stability in the economic
conditions.
Economical  Fix income level of the people in
society
 Standard management of income
 All the resources of the economy
should be utilized in planned and
effective ways thus they will attain
growth and success in their overall
business operations.
Social  Changes in sociological stances are
quite low
 Quite many people are tourist tourism
enthusiast
 If there are any changes in the society
then people should be made satisfied
with the changes in plans and policies
so they will not face any type of issue
and problem.
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Technological  Huge inflow of technological
development
 Improvement of online operation ion
tourist destination
 The new technologies should be
implemented so that people will get the
products according to their needs and
demands.
Environmental  Environment sustainability
 Awareness in using paperless work
 There should be emphasis on
environment and people who are
visiting to different locations should not
harm the natural beauty of environment.
Legal  Rise in legal status
 Improvement in human management
process
 All the laws and policies which are
developed by government should be
followed in order to establish all the
economic conditions.
Table 1: Pestle analysis
(Source: learner)
Strength
 Proper consumer base
 Huge sale in marketing places
Weakness
 Low knowledge in skill management
 Improper human resource skill
development
Opportunity
 Large and on growing consumer base
 Huge rise in income of people in
society
Threat
 Huge growth of tourism industries in
society
 Stranded policies and procedures
Table 2: SWOT Analysis
(Source: learner)
Regardless of whether one has an advertising office or the showcasing division that one is in,
putting these pointers into training ought to be enhanced (Peng et al. 2015). Looking for new
markets for new set of tourists is essential. Keeping the current clients aware of whatever the
country is offering has helped in attracting tourist both domestically and internationally as well.
Keep the business estimates and measurements exceptional and disperse them to fitting workers
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ensures that providers who come into contact with clients or customers have high resolve and
present a positive picture of the country and the place that the tourists are visiting. Assessment
of the execution of the business group and preparing when required helped in this regard. In
analyzing the marketing environment of Scotland it has been evident that the portrayal of
information to the international community regarding the places is essential. It has also become
evident that
1.3 Factors affecting consumer motivation and demand for Scotland as tourist destination
and tourism business and destination
Tourism is impacted by a collection of factors that influence journey and tourism location. It
includes the hypothesis of why we journey and the way it affects customer conduct.
Tour is often determined as an extravagance, and when people are gaining less or careworn over
winning less, they may kill goes from their monetary plans. As the arena economic system
battled in 2009 and into 2010, the tour business persisted alongside exceptional groups.
As indicated by means of the arena tour and Tourism Council, worldwide travel and tourism
changed into down nearly five percent in 2009, especially because of a fighting financial system.
anyhow, as the economic system boom returned, the tourism commercial enterprise will too. the
arena journey and Tourism Council predicted a 3.2 percent development inside the journey and
tourism enterprise in 2011 (Shaw et. al., 2011).
The package deal is frequently picked by 2 noteworthy issues:
a) Motivational traits that rouse voyagers strive for carrying out a bundle occasion, and
b) Identifying the houses that make a judgment, if or not longer the voyager is utilized for skilled
pay in the most wished part of management or inventory.
consumers have moment access to audits and checks about journey spots and accommodations
the world over, and additionally carriers, auto condo workplaces and different related travel
companies.
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The digital Letter brings up the explorers who can master all that they need to think about a
traveler intention in a count of minutes on locales, for example, Facebook, Twitter and Google.
Business' web site can likewise play a element in customer choice.
1.4 Analysis of the principles of market segmentation and its use in marketing plan for
Scotland
The marketing plan for the organisation wishes to choose the anticipated component
distinguished as "The consumer show off". Look at the components of delight that occasions is
resolved to provide to this commercial center. Select attributes with which the market those may
be taken as Statistic, Psychographic, further to Geographic, apart from the Behaviourist. As
confirmed via the popular characteristics, Thomson events have to understand the fragments
within the visit and visiting division (Schofield, 2012). Statistic – family profits more remote
than guardians are in enterprise, kids or included circle of relatives, lodging location inside the
middle of the township
Geographic – Every geographic region of the U.K. has people opposite to the path of action
(Bonham-Carter, 2014).
Behaviorist – relatives separates hone is 'hugely rapid, appallingly tough, colossally minor
manage instance collectively' (Wheldall, 2012). Examine whether the piece in which occasion is
jogging in, matches the significant additives for successful division (Shaw et al. 2011).
Suitable – The interest of the management is valuable for supporting this place as a result, there
may be lots similarity of the department with the Thomson occasions' enterprise and special
manifestations /administrations
Noticeable – If there is a modest bunch persuading customers in this division, Thomson
occasions can develop right here in up and coming time. Create a layout of the buyer eminent
with working advent approximations (Cabiddu et al. 2013). Append the department examination
with going with ponders exceeded on to the products and travelling section.
Situating and with plan checking substance advertise sections encases viewpoints, mainly the
presence of mind and a capability in to be had targeted resistance. A marketplace department
structure needs a noteworthy duty by means of strategies for the business. An trade desires to
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make use of any of the ways i.e. bunch put it on the market strategy or market division customs.
There is nothing within the middle. Inner aim exhibit, will order the selling approach inside the
shape of 4P's for better operation of work.
Task 2
2.1 Strategic marketing planning for Scotland as a tourist destination
The imperative thing promoting course of action is profitable inside the feel that it doesn't
tolerance benefits of the business for whatever hurried judgments Furthermore Besides shields
starting with any up to date predicament (Jaafar et al. 2011). That is a bearing for which those
business person gathers those majority of the data Also examinations the indistinguishable twin
to a profitable way basically, associations bring besides set out the paramount thing plans
because of the way that its wire Furthermore wishes on continue actualizing those un identical
twin. Orchestrating similarly needs great known clean with progressions in the internal Also
external particular circumstances. There ought to be versatility with that proposition that any
progressions might be took care of effortlessly.
This technique for framework orchestrating can be be laid by method for the swot examination
up to date the pushing gadgets. The swot examination intimates Strengths, shortcomings,
openings Also dangers up to date the business endeavor.
Decent the thing that the trade is match for doing, deficiency what it can't do, opportunity-all
those obliging circumstances Also dangers depicted in light of the pointless circumstances that
could be fruitful with hurt the business undertaking. A large portion for significant lodging ultra-
modern Butler's 1980 tourism range lifestyles cycle (TALC) interpretation may be that An
objective introduces Likewise a sensibly unidentified What's more vacationers basically ventures
out whilst to travel to it. Previously, slight sums viewed toward utilizing wish for state-of-the-
craft development, administrations. Furthermore, group keeping focuses present day interest,
which may be taken concerning illustration change and improvement inside those define
underneath (Weeden et al. 2011). Its miles An careful amassing mark new business endeavor
will envelop a couple What's more enthusiasm toward the territories available day Scotland in
view those voyage What's more tourism division is on an rising.
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In that significance cutting edge, promoting investigations Furthermore market data. Those
affects with the goal the benefit innovative day records available at those exact the long run may
be likewise An vocation contemporary oversaw economy. There's An prerequisite for the
pushing investigations methodologies will be interfaced with those end goal that the benefits of
the business might finish those revived Realities (Scott, 2011). An Factual reviewing is state-of-
the-symbolization far reaching suggestion a direct result it sways the organizations Previously,
collecting, framing, making utilization of, Furthermore death on the information, Also inside
those exact create through advertising those estimations Also grade administration. The
commercial center records and finishing Look into provides for the plot to assess What's more
offers like a proposition for spic What's more compass frees qualities. Interdisciplinary
investigations endeavors might make asserted for tourism contemporary, research to
unpretentious variables Also mechanical majority of the data run across. To example, there need
aid to date a impostor stylish Hindrances to a chance to be grasped over an wander will have the
capacity clinched alongside bearing place under endoscopic stopping In the focuses of interest
focuses state-of-the-symbolization pastime inward a promoting detail contrive. These division
decisions oblige a steady consistency available day majority of the data having a place
legitimately Past more or less the greater part system making a heading to the down to world
improvemen state-of-the-craft estimations conveyed out beginning during a aggravator brand
new investigations.
2.2 Assessment of the positive and negative influences of marketing on the society
There need support four standard methodologies looking into which the showcasing impact a
favoring open provoking those customers. The individuals customers would lesvos Besides
elucidated of the establishments Furthermore administrations thru the individuals highlighting.
The individuals procurer may be innovative in respects the individuals skeleton Similarly as a
significant part solicitations could a chance to be substance thru those pastille of the stock. The
events' that came in the settlement on use of the showcasing frameworks around propose the
individuals customers In addition likelihood consumer's vis-à-vis its administrations for this
reason raising the individuals attempt level and the procuring it makes (Scott, 2011).
Supervision of the expectancies of customers. The individuals publicizing challenge keeps tabs
around over the individuals targets of the purchasers. The profits of the business utilize the
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picture insistence and the customers need aid arranged should reviewing the individuals gotten
blessings concerning representation Previously, examination to their mystery statement
encounters.
Fiscal income: The publicizing also pushing duty may be gainful to the raise inside the
individuals courses of action. There could make a bring over characterizing the individuals
clients In addition capacity customers for the individuals brands.
The individuals dealers have An yearning with presently those direct strategy of the customers In
addition besides for complete the individuals gadgets which camus influence the individuals
point of view starting with asserting view purchasers.
Positive Negative
Economic Stable economic factors Changes in upcoming policies
of Brexit
Environmental Awareness in sustainable
development
Huge chances of improper use
of non biodegradable products
Socio-Culture Curiosity in going for vacation Social stigma in visiting
terrorism prone places
Table 3: Positive and negative side that may affect marketing
(Source: learner)
Task 3
3.1 Identification of the elements of marketing and the issues of designing and
developing the product price and place of UK tour operator
Product: The product of the tour operator is providing the services and opportunities to
customers too make sure their vacation and holidays go well. Products can be considered as the
most effective element which helps in attaining high growth an d success at market place, as
products are the representatives of firm which are offered in respect to fulfilling the desired
needs and wants of people at market place.
Price: The price of the suggestion presented is all in accordance to the general economic stability
of the people in society. This also plays essential role in growth and success of firm as it is the
major responsibility of firm and its higher authority to set the price of products, so that people
can buy this as per their requirement and needs. Organizations use different pricing strategy in
order to attaining high competitive edge at market place.
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Place: The product and services are be sold from the respective tour operating store and offices.
This is described as the effective factor which helps in targeting the market in which people are
willing to taking advantage of offered products and services of firm. Companies are widely
focused on capturing the market in which large number of people are taking effective
participation and using wide range of goods which are offered by the company.
Promotion: Use of banners, online marketing, social media, promotional emails and fliers are
prevalent. Each business organization are concern on creating awareness among people through
applying various tools of promotion such as advertisement through newspaper, magazine, social
media etc.
Analysis:
As a novel promoting official of London Gatwick Airplane terminal, I propose that the ordinarily
expenses of using the administrations of the air terminal are not unendingly the preeminent
trademark at the back of the selection of clients (Scott, 2011). (Cost) has a particularly huge
work in the airplane terminal advancement, since it is the small segment of the promoting blend
that raises the salaries. The rest of them are advancement, place and item. These allon top grasp
of charge in appearance of some price labels transferred to them. Thus we can verbalize that the
costs sort out the trade accomplishments and financial plausibility of the airplane terminals.
When all is said in done, an evaluating judgment of the airplane terminals is furnishedas shown
by the undertaking of recuperation of the consumptions and achieving the assets for the further
venture purposes that may be helpful for use on the administrations at the air terminals.
Air terminal isn't an assembling unit with genuine generation, however is a piece of the
administration area. For this, the esteem can be assessed w.r.t the observations and
accomplishment of the administrations. The administrations are elusive in nature so the
purchasers think that its hard to evaluate the administrations as offered by the contenders at little
lower, higher or comparable value levels. Consequently, the costs of the administrations or items
are a constituent of the showcasing blend that is fit for being adjusted easily and horrendously
rapidly, since there is any necessity (Scott, 2011). Notwithstanding the way that, rest 3 can't be
adjusted so easily to control people, urge them and to influence them to buy the administrations.
A minor cut in costs may have the capacity to impact the inclination of the voyagers.
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3.2 Assessment and discussion on the importance of service sector mix
elements
Advertising industry and non-deals administrations includes the related unequivocal modules
like promoting controls. It is key for Gatwick Airplane terminals to speak to and analyze the
business sectors, recognizable fragments and the objective markets(Scott, 2011). After that there
is a requirement for the Gatwick Air terminals to influence an advertising to blend according to
the administration segment perspective, wherein:
Item would be where the administrations being advertised
Cost would be the far-reaching costs
Place would involve the arranging of the conveyance and
Advancement is advantage of vast space, which may have every one of the offices, stores, and
different outlets wherein a man can unwind and shop while sitting tight for the flights.
Underway segment while the assembling happens, the clients are not there accessible to take a
gander at the methods for production; however despite what might be expected while
administrations are created the assembling (Advancement) and conveyance are in the meantime.
So the customer is completely mindful and can think about the comparative specialist co-ops'.
The authenticity is that the purchasers assume basic administrations in the touring and travel
segment too. The brand picture of the administrations is additionally a key to make the customers
as the rehashed ones.
Application and discussion on the concepts of the tourism product
As like constituent's model, the full field that delineates the responsiveness of the voyager from
the rate individual goes or sets off on a voyage until the point when's he has returned from the
visit. The other field is correct stage that is the one component arrangement available by a
comment capable industry (Scott, 2011). The administration division like London Gatwick
Airplane terminal presents impalpable administrations of airstrip. In spite of the fact that, in the
event that we identify with the unmistakable administrations it can toss in the arrangements of
the considerable enhancements, cleanliness, stairways, pulleys, and so on that is fit for being
found in conjunction with the immaterial administrations (Kotler and Keller, 2006). The landing
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strip are the kindness of the client benefit branch, keen and data accessible with the front-work
area faculty and the conduct in which they delicate customer happiness.
Assessment of the integrated nature and role of the promotion mix in respect
to the country
The limited time blend is a compartment of the promoting blend which is equipped for being
portrayed as underneath:
The limited time blend of Sheraton Inn is a principal instrument that clarifies the business about
the distinctive alternatives accessible with the business as the showcasing blend and furthermore
supports the income of the business on the long haul premise. The advancement blend is valuable
for a particular expectation of showcasing the administrations of the lodging. The advancement
is in regards to the making of mindfulness among the general public, raising the request of the
administrations, division of the market and assessment of the item according to the contenders
with the fulfillment of relentless level of offers. The general point of the advancement is extra
than every single other objective. It is a procedure of imparting the inn's administrations and
offerings to the potential clients of the administrations and increment in the control over doing of
administrations.
Integrated promotional campaign
In conjunction with these conventions to limited time blend, there are many different viewpoints
that affect the same.
Separation
Toward separation its administrations, Sheraton requires to put in endeavors to be the just one of
its kind and not doing what different lodgingscontenders do; the advancement blend ought to be
unmistakable that inspires the activity of inn administrations. The special blend should be
circuitous with the goal that it emulates the quality, restrictions significance and chances of
Sheraton Lodging.
Engaging Promoting
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Engaging promoting incorporates the distinction (situating) of the administrations that the
holidaymakers get (Product) at a charge that is differing or like contender's (Cost), at the place
quantifiable (Place) and scattered the same by an assortment of showcasing technique and
situating of the stock or administrations in the souk (Scott, 2011). The mindfulness is made about
the brand among the clients.
People: Customers are the king of market and each business organization is focused on
fulfilling the needs and wants of people in order to satisfying them (Glende and et. al., 2016).
Human resource can be considered as the effective tool of business as they are helpful in
providing their significant efforts in gaining goals and objectives.
Packing: In this modern era each individual is concern on high quality of goods and
services which are offered by the firm (Rundh, 2013). Organizations are focused on providing
high quality packing of their products so that customers ensure about the safety of goods.
Programming: Organizations are focused on performing various programs in order to
attaining higher position at market place (Quealy-Gainer, 2017). Programming helps in
organization in moving forward towards right direction at market place though implementing
proper resource at right place.
Conclusion
In concluding the project it has been evident that marketing is an essential part in promoting the
tourism sector in the countries. In discussing factors in accordance to Scotland and United
Kingdom it has been evident that cost effectiveness in regards to the destinations of travel and
affordability are of primary importance. In this regard it needs to be engagement and display of
the potentials are important. The promotional mix of the places are to be determined based on
the place of visit the price that is charged on them depending on the market segment visiting
them.
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