Travel Marketing Communication Strategies for Heart of Suffolk

Desklib provides past papers and solved assignments. This report analyzes Heart of Suffolk's tourism marketing challenges and solutions.

Thorough investigation of a relevant topic in travel and
tourism or Hospitality Management
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Table of Contents
Introduction....................................................................................................................................4
Chapter 1: Introduction..................................................................................................................5
1.0 Introduction..............................................................................................................................5
1.1 Background of the study..........................................................................................................5
1.2 Rationale of the study..............................................................................................................6
1.3 Research aim...........................................................................................................................6
1.4 Research objectives................................................................................................................6
1.5 Research Questions................................................................................................................7
Chapter 2: Literature Review.........................................................................................................7
2.0 Concept of Travel marketing communication..........................................................................7
2.1 Hofstede’s Cultural Dimensions..............................................................................................7
Chapter 3: Research Methodology................................................................................................9
3.0 Introduction to Methodology....................................................................................................9
3.1 Research Approach.................................................................................................................9
3.2 Research philosophy.............................................................................................................10
3.3 Research Designs.................................................................................................................10
3.4 Research Method..................................................................................................................10
3.5 Data Collection......................................................................................................................11
3.6 Sampling Techniques............................................................................................................11
3.7 Sample size...........................................................................................................................11
3.8 Ethical consideration.............................................................................................................12
3.9 Research Limitations.............................................................................................................12
LO2..............................................................................................................................................12
Gantt chart...................................................................................................................................12
Chapter 4: Finding and analysis..................................................................................................14
Quantitative Analysis...................................................................................................................14
B. Interpretation and evaluation of the result and recommendation............................................22
Conclusion...................................................................................................................................22
Recommendations.......................................................................................................................23
D1 Validity of the research method.............................................................................................23
Chapter 5: Conclusion and Recommendations...........................................................................24
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A. Report......................................................................................................................................24
B. Presentation on objectives, findings and validity of methodologies (D3)................................25
References..................................................................................................................................26
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Introduction
The heart of Suffolk is an organization in UK which offers several services to the visitors in the
beautiful countryside medieval villages namely Lavenham. Wool towns of Suffolk provides a
natural scenic beauty and there are other two areas of natural beauty namely Suffolk health and
coast AONB and Dedham Vale AONB which are covered within 50 miles. The landscape of
constable country inspires many artists to visit the Sudbury town where there is also a museum
about the life of the artists. The house of sir Alfred Munnings in the Heart of Suffolk is a place to
visit for the tourists as it shows off several fabulous paintings of sir Alfred Munnings. The heart
of Suffolk also provides a low light dining experience for the visitors to enhance the mood of the
tourists. The staying at Heart of Suffolk is mesmerising as it provides small cottages for the
tourists where the privacy is not compromised. The Suffolk owl sanctuary in the Stonham Barns
is a rehabilitation and care centre for the owls which promotes owl conservation throughout UK.
The glass and craft at Kersey Mills is one of the major tourist attractions where there is a coffee
shop, art gallery, second hand clothing boutique, and flower shop, glass painting studio and
craft shop which is often a place of pass time for the tourists (Heartofsuffolk.co.uk. 2019).
There is a place named Shotley Peninsula which is a place for taking scenic photographs. This
place is an attractive place for the photographers as it provides the Natural beauty for the
coastal peninsula. The cook house, Suffolk food hall is the place where there is cookery and art
courses offered by the Suffolk Food Hall cookery school in the Shotley Peninsula.
The travel marketing communication department of Heart of Suffolk is not efficient enough to
develop business over in UK. They lack in advertisement of their services as there is no
prominent way of media control. This department also lack in making attractive brochure of the
place in spite of having several natural beauties. There is lack of educational knowledge in this
department for which the tourists are not attracted for this place. The reviews of this
organization are not quite good as there is less tourist visit in the place and also the relationship
with local government is not quite good. The local government does not provide any funding for
the development of infrastructure of the place and hence the services are not quite useful for the
tourists. The advertisements regarding the most scenic beauty of the places are not there and
hence there are not so much tourist attractions. The cost of living in the countryside of Suffolk is
quite high which makes maximum of the tourists back out from their visit to the place.
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Chapter 1: Introduction
1.0 Introduction
Travel marketing communication is an important aspect for the tourism industry which is used to
form a business to business communication. It is useful in increasing the number of tourists in a
specific country, state or city. This marketing communication also helps the service providers in
the travel and tourism industry. It also helps in increasing the economic stability of the country.
The members in the department of marketing communications are responsible for guiding and
approving several creative works and marketing strategies that are being developed by the
advertising agencies.
1.1 Background of the study
The travel access, cost and distance are the most significant barriers for the visitors which are
often referred to as the major disadvantage for the travel and tourism industry. There are
several issues that are faced by the tourism department such as minimal peak season,
problems in accommodations in the peak season, and the capacity management in the airports
during the peak season. These issues have an impact on the revenue generation as well as on
the management of tourism. The travel marketing communication helps in eradicating these
problems by efficiently using resources and making strategies for developing the economical
conditions of the country, state or city.
Tourism reviews and articles are an important source for increasing the tourism in the specific
country as most of the travellers read the reviews and the articles about the airlines, hotels and
the sightseeing of the place. Websites and Brochures help the tourists in identifying the most
beautiful place of the country that needs to be visited while they plan for the tour. It also helps in
getting the reviews of the hotel and their proposed amenities as well as the services that are
related to it. The advertorials are an important source for the travellers to identify the best
suitable place to visit. The relationship with the Tourism boards help in developing the tourism
organization and also maintaining the economic stability of the country, state or city. The media
relations also play a vital role in developing the tourism of the specific country, state or city.
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1.2 Rationale of the study
The travel marketing communication is the most important strategic tool used by the tourism
department for developing the tourism ratio of a specific country, state or city. According to (), it
is expected that there would be an involvement of Artificial Intelligence in the field of travel
marketing communication in order to increase the global economy. It is expected that the travel
marketing communication could help the travel and tourism department to flourish in the global
market.
This research project focuses on the matter of the travel marketing communication which is the
major issue for the development of brand. The travel marketing communication is considered as
the issue because lack in this sector minimizes the economic stability of the country. This issue
is still not enriched in the recent years as there is involvement of several other technologies in
the sector of travel and tourism. The introduction of artificial intelligence in the field of travel and
sector is the most important factor for development of this sector and Heart of Suffolk does not
use this technology which provides a negative feedback regarding this sector.
This strategic tool should be profitable for Heart of Suffolk in order to increase their tourist ratio
by developing certain marketing communication strategies in their travel department. There is a
need to assess the cultural condition of the country in order to promote their marketing
strategies worldwide. The services and the costs need to be well managed in order to acquire a
high acceptance ratio of tourist.
1.3 Research aim
The main aim of the research study is to identify the most important challenge that is faced by
the company of a developed country and to eradicate the challenge by acquiring some travel
marketing communication strategies.
1.4 Research objectives
 To identify the challenges faced in the travel and tourism sector
 To understand and implement the best suitable travel marketing communication strategy
 To understand and analyze the models and theories for implementing the marketing
communication strategy
 To analyze the impact of these strategies in order to develop the project on time.
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1.5 Research Questions
● What are the challenges faced in the travel and tourism sector?
● How to understand and implement the best suitable travel marketing communication
strategy?
● How to understand and analyze the models and theories for implementing the marketing
communication strategy?
● How to analyze the impact of strategies in order to develop the project on time?
Chapter 2: Literature Review
2.0 Concept of Travel marketing communication
Travel marketing communication is the strategic tool used by several organizations to attract
tourists and improve the economic growth of the country. The decision of the tourists depends
on the availability of the resources for the tourist spots as well as the services related to it. The
travel marketing communication helps the organizations to build up a strategic plan to attract the
tourists for the specific location of the country, state or city. The travel marketing communication
involves the designing of brochure and websites to attract tourists by drawing the overview of
the amenities offered by the organization as well as providing the detailed information of the
important places to visit. It also helps in providing appropriate advertisement about the specific
country to enhance the beauty of the place. This travel marketing communication helps in
building a relationship with the local government of the Tourism Board in order to provide the
best quality service to the tourists. This involvement is useful in maintaining the economic
stability of the country, state or city.
2.1 Hofstede’s Cultural Dimensions
There are various models and theories that can be used to formulate the strategy of travel
marketing communication. The Hofstede’s cultural dimension theory is a kind of a theory which
can be applied in the organizational context in order to improve the attraction of tourists for the
specific country, state or city (Khlif, 2016). There are six dimensions of culture which is focused
by the theory.
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Individualism versus Collectivism: This dimension focuses on the strength of an individual
within the community. Collectivism refers to the overall structure of the views of the community.
The organizations which needs to implement the travel marketing communication has to focus
on the dimension of individualism and collectivism as there is a need of development of
brochures and websites related to several cultures of the global market.
The power distance index: This dimension focuses on the inequality ratio of the power
distribution between the higher authority and their subordinates. The travel marketing
communication focuses on a low power distance index ratio in order to maintain a healthy
relationship with the local government to improve the economic stability of the country, state or
city.
Masculinity versus femininity: This dimension focuses on the power of the roles of men and
women in the selection of the tourist spots. The travel marketing communication focuses on the
matter of development of commercials based on the importance of both the genders in order to
attract every section of the community.
Indulgence versus restraint: This dimension focuses on the social norms of the organization
where the high score represents free gratification regarding the emotions of the society whereas
low score represents strict following of social norms. The travel marketing communication
focuses on the attainability of the low score indulgence versus restraints in order to maintain a
relationship with the media to provide attractive advertisement of the places of the country, state
or city.
Long versus short term orientation: The long term orientation focuses on the matter of
displaying good quality of services and short term orientation focuses on the matter of religious
society which follows principle and truth. The travel marketing communication focuses on the
long term orientation of the society by providing quality services to the tourists in order to
maintain the modesty of the society.
Uncertainty avoidance index: This dimension focuses on the matter of anxiety related to
the coping level. The high score indicates a low level of coping whereas low score indicates a
more relaxed people. The travel marketing communication focuses on a low score of coping
level by providing articles and reviews of the places as well as the hotels. The reviews defined
in the magazines and the sites provide the useful documentation regarding the overall view of
the tourism sector.
Chung, (2015) concluded that the travel marketing communication involves five steps of
providing strategic process for buying of services by any consumers. These steps include:
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Recognition of problem: realizes the need of visiting the destination by evaluating the age,
religion, occupation or gender of the individual
Searching of information:
It provides a detailed view about the description of the destination and all the necessary
possibilities of the services.
Evaluation of alternatives:
It provides a comparison of the destination with its similarities in accordance with the cost and
time constraints.
Choice of product:
It enhances the several choices of the products in relation with the best suitable packages for
the individuals.
Outcome:
It examines the feedback of the visitors in order to maintain a healthy relationship with the visitor
as well as to enhance the services if necessary for the desired destination.
Chapter 3: Research Methodology
3.0 Introduction to Methodology
According to Maggon and Chaudhry, (2015), there are two ways of research study namely
quantitative and qualitative research. This study includes only the quantitative approach to
identify the particular destination based on the interest of the visitor.
3.1 Research Approach
Research approach is useful for developing plan and procedure that can stimulate broader
aspects and assumptions of the research. There are different types of research approach
(Backer and King, 2015). Quantitative approach uses hard facts, statistics and figures in order
to interpret or explain the particular behavior. This approach always cannot predict the particular
given response as it only uses figures for the analysis of data. This approach is quite simple
which provides clean results. It uses deductive approach in order to conclude the valid results
which require a proper understanding of the sample size. This approach suggest hypothesis
that needs to be formulated in order to test the study.
Justification for descriptive research approach
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This research paper will be dealing with the questionnaires regarding the aim and objectives of
research study and hence the deductive research approach will not be able to solve the
hypothesis and the formulations. This will be the main reason for selecting the descriptive
research approach for this research paper. This research approach will collect data and will also
help in evaluating or identifying the framework.
3.2 Research philosophy
Research philosophy is the process of defining the way of belief which is used for collection of
data, maintaining its analysis and also maintaining its utility. It refers to the summary regarding
the research experience that involves its interest (Lean and Staiff, 2016). Constructivism,
realism and positivism are the three research philosophies that are well known in the research
study.
Justification for using positivism research philosophy
Positivism philosophy will be considered in the research project as it will enhance the
involvement of raw resources and maintain the quality of services. This will help the research
study as it is related to the fact of providing quality services to the customers.
3.3 Research Designs
This term defines the positioning of the situations and the collections. There are two types of
research design namely explanatory and exploratory (Chow et al., 2015). Thus it provides the
overall strategy of integrating the study in logical process in order to provide assurance
regarding the research problems.
Justification for explanatory research design
This research project will use the explanatory research design as it focuses on the initiation of
ideas that will be used for explaining the cause and effect of the research study.
3.4 Research Method
The term refers to the strategy that helps in implementation of plan. The term research method
and design are very closely related to each other. This provides the assurance to the answers
involved during the questions of the research which can be used for obtaining data in the
efficient manner (Séraphin et al., 2016). Primary, mixed and secondary research methods are
the three types of research methods which are dependent on the goals of research.
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Justification of the primary research method
The primary research method depends upon the methodology which will help the researchers to
collect the data directly instead of focusing on the previous research papers. It will focus on the
particular problem to have an analysis on the research study which is the main reason for
choosing the research project.
3.5 Data Collection
The process of collecting data refers to the assembling of information and measuring the
variables. It is carried upon in an advanced fashion in order to assure the response of the
individual regarding the research questions in order to assess the outcome or the results. It
involves several methods like observation, preparation of questionnaires, surveys and
interviews.
The data collection period will be taken from September 16, 2017 to October 20, 2017. This will
be carried upon to enhance the time period in order to minimize the challenges that will be faced
by Heart of Suffolk and it will then improve the tourists’ attraction.
3.6 Sampling Techniques
Sampling is an important aspect for a survey that needs to be emphasized. The sampling
methods are categorized under two terms namely non probability and probability. In case of
probability samples, there is a chance for the individual members to be selected and it also
includes random sampling, systematic sampling and stratified sampling method (Chen, 2015).
In case of non probability samples there is an inclusion of non random sampling.
Justification for selecting the non probability sampling method
The non probability sampling technique will be used in this research project as this method uses
non random sampling technique. This method will be useful for this research project as there
will be interviews which will be conducted over 100 respondents of the organization.
3.7 Sample size
The term sample size refers to the action in order to observe the statistics of the sample. It also
defines the inferences respecting the population sample. In this research project, 100
respondents will be chosen regardless of their position in order to identify the problems that will
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be faced in Heart of Suffolk. These 100 respondents will be interviewed regarding the research
project.
3.8 Ethical consideration
Ethical consideration is one of the most critical tools in research project. It refers to the
attachment of norms and standard that needs to be considered during the conduction in order to
maintain the difference between right and wrong. It helps in fabricating the data and also helps
in promoting the research goals and objectives with respect to knowledge and truth. The Data
Protection Act 1998 and the Privacy Amendment Act 2000 is responsible for maintaining the
ethical confidentiality and behaviour.
3.9 Research Limitations
The limitation of this research project will be the limited time period for the conduction of the
research as the primary research will focus on obtaining original result. This research project will
focus on non probability sampling which will give a biased analysis of data. The researches will
be carried upon the staff members of the organization which will only help in enhancing the
internal environment but the customer feedbacks needs to taken into consideration for
developing the services of the organization. These are the limitations which can be found in this
research project of Heart of Suffolk.
LO2
Gantt chart
Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7
Determinin
g the topic
of research

The aims
and

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