Contemporary Geographical Approaches to Tourism Marketing

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INDIVIDUAL REPORT
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Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
1. Critical evaluation of traditional, generic marketing approach............................................4
2. A critical discussion of the chosen contemporary geographical theoretical approaches to
tourism.........................................................................................................................................6
3. Explanation of marketing initiatives identified....................................................................8
4. A critical discussion of the relevance of the chosen approaches in tourism marketing
practice.......................................................................................................................................10
CONCLUSION & RECOMMENDATIONS................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Tourism is a global service, as this is performed in each and every nation by each and every
person in the world. This industry is one of the oldest industry in the world, which still use to
perform its operations in an effective manner. Along with this, in the last few decades, the
performance of the tourism industry has been improved and also the demand for tourism product
has been increased. This all helps the organizations which use to perform their operations under
this industry by providing an ample number of opportunities for their growth and development.
There is a huge difference between ancient and modern tourism, along with that, the marketing
strategies used by them have also been changes. These all will get discussed in this report, along
with them, a study will take place on geographical approaches of tourism.
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MAIN BODY
1. Critical evaluation of traditional, generic marketing approach.
Marketing is one of the most important steps for a business, which organizations use to perform.
There is an ample number of activities which an organization use to perform for conducting good
and healthy marketing. All the different activities which are performed by the organizations for
marketing themselves and their products mainly have aim to promote their business, so that they
can gain competitive advantages (Grönroos, 2018). In the ancient time of business i.e. late 18th,
19th and early 20th century, the marketing techniques which are used by different organizations
are given below –
1. Advertisement – The time of late 18th, 19th and early 20th century, the market place of
the UK was facing a change and meeting the change of technological growth. By the
late 18th century these changes begin and by 19th century this keeps themselves
continue and get a boom by the early 20th century. This all help business in the UK in
an ample number of ways, advertisement is one of them. In this period of time,
businesses use print media for promoting their business at the market place. This all
helps the organization of tourism in attracting a huge number of customers towards
them.
2. Pamphlets in streets – This was another marketing tool which was used in the time
period of late 18th, 19th and early 20th century. As this tool is very much less expensive
as compared to an advertisement. As in this, organizations use to put their pamphlets
on notice board of different roads and societies, so that people can get information
about them. This all helps the organization of tourism in attracting a huge number of
customers towards them and also helps in getting some competitive advantages.
3. Announcement on radios – IN late 18th, 19th and early 20th century radios were the
most commonly used source of media (Tronvoll, et. al., 2018). This helps people in
getting news from all over the world and also helps them in getting some
entertainment also. Therefore, at that time business, persons use to provide special
announcements on radios (just like advertisements). This all organization of tourism
them in attracting an ample number of customers, and also helps in getting some
competitive advantages.
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In the modern era of business, the competition has become very tough and also the business
which has very good and attractive promotional techniques are more successful than others.
Therefore, modern businesses of tourism use generic marketing approaches, which are explained
below –
1. Cost focused – This is a strategy which is used by businesses where they have their
main on the cost of their product. This helps them in providing the products and
services of them according to the cost which customer is paying for it (Cheng, et. al.,
2018). Along with this, it helps organizations of the tourism sector in adopting
different cost of the same product and services in different locations.
2. Differentiation focused – This is a strategy which is used by different organizations,
where they have their focus on providing different type of products and services. This
all help them in fulfilling the needs of different customers. This is a powerful tool of
modern business marketing for the organization of tourism.
3. Cost leadership – This is a marketing strategy in which organizations of tourism use
to increase their profitability by reducing the total cost of the products and services
which are provided by them. As low costs of products will help the organization of
tourism industry in attracting an ample number of customers towards the products and
services which they use to offer.
4. Differentiation – This is a strategy which an organization of tourism industry can use
so that they can investigate the need of their customers (Mühlebach, 2018). This will
help them in innovating some new product that can help them in attracting an ample
number of customers towards them by using that new product and service.
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2. A critical discussion of the chosen contemporary geographical theoretical approaches to
tourism.
Geographical theory of tourism is all about the study of the tourism sector. As this helps in
making a study of the tourism industry as an industry and also as social and cultural activity.
This theory of tourism helps in making a study about the impact of different factors on the
tourism industry. Some of these factors are environmental, social, economic, locations,
management of tourism and many others (Saarinen and Gill, 2018). For making a study of
tourism geography, which helps in getting information about the impact of tourism on that place,
several approaches have been used. Beneath is detail about some of these approaches –
1. Institutional approach – This is an approach of the geographical study of tourism
which deals with the study of intermediates and tourism agents which use to deal with
customers. The main focus of this approach is on organizations like travel agencies.
The thing which is required in this approach is an investigation about the
organization, problems, operating methods, costs, along with an economical place on
which the travel agencies use to perform their operations. The major operations of a
travel agent which are performed in this approach are booking of flights, purchasing
services of a hotel, car rental companies for their customers
2. Product approach – This is another approach which is used in the geographical theory
of tourism. As in this, the study takes place on products and services provided by a
tourism organization to its customers. Along with this, a study takes place in the
process of producing that product, marketing process used for that product, and
consumed by which type of customers (Notzke, 2019). The process of product
approach is very much time consuming, as in this a student have to make a study of
different factors separately. This all does not allow them to grab all the basics and
fundamentals of the tourism industry very quickly. Along with this, it helps in getting
complete information about the production, marketing, and other processes of
different departments like a rental car, meals, and rooms at the hotel and for many
other services of the hotel industry.
3. Historical approach – This is an approach, which is least used. As this approach helps
in making a study about the different activities of tourists and institutes. The
difference in this approach is that different innovational and developed angles are
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used for making the study and analysis. The main focus of this research is on finding
the reasons behind innovation. Also, it uses to analyze the cause behind growth and
failure of that innovation.
4. Managerial approach – This is an approach which has its main focus on the
management of an organization. Therefore, this approach is very commonly known as
firm oriented and microeconomic approach (Sindiga, 2018). As this deals with
necessary managerial activities of an organization, such as planning, pricing,
research, control, advertisement and many other. This approach helps in making a
study of the managerial level of a tourism organization, this all makes the process of
studying of different products and services very easy.
5. Economic approach – This approach is very much important for different economists,
as this approach is very much helpful for both domestic as well as international
economic. This helps economists which have their focus on supply, the balance of
payment, demand, foreign exchange, expenditure, employment, multipliers,
development, and on many other factors. The major disadvantage of the economic
approach is that the tourism industry is an economic phenomenon but sometimes it
uses to pose some noneconomic impacts also (Hannam and Yankovska, 2018). This is
because the economic approach is not able to pay attention to approaches like,
environmental, psychological, cultural, anthropological, and sociological.
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3. Explanation of marketing initiatives identified.
In the modern era of business, marketing has become one of the most important processes for an
organization. as this helps them in performing an ample number of activities that can help them
in gaining some competitive advancement and also helps in attracting a huge number of
customers towards the products and services offered by them(Bloom, et. al., 2018). The major
activity for an organization which they need to follow so that they can gain some competitive
advantages is promotional activities. These activities are also known as marketing initiatives.
Beneath is detail about some of these marketing initiatives –
1. Paid advertisement – This is a type of marketing initiative which is very much helpful for
an organization of tourism industry. As this helps them in advertising about the products
and services of them so that they can attract an ample number of customers towards the
products and services of them. This initiative is highly charged able, that’s why known as
a paid advertisement.
2. Cause marketing – This is an initiative which helps an organization by increasing their
sales, profits along with their social corporate value at the market place. In this, the
tourism organization has to relate the work, products, and services of them with some
social issues and cause. This will helps them in improving their score of the social
corporate market place and also helps them in attracting an ample number of customers
towards them.
3. Relationship marketing – This type of initiative is very much helpful for an organization,
as this helps them in improving their relationship with their customers. In this tourism,
organizations use to improve their products and services so that by providing improved
products, they can improve their relationship with their customers. This all will also help
them in increasing customer loyalty for them.
4. Undercover marketing – This initiative is also known as stealth marketing. This
marketing is called under cover because in this people and customers are not aware and
do not have any type of knowledge about the marketing technique which is used by the
organization. This is helpful for tourism organization, as no other competitor of them is
able to copy that style.
5. Internet marketing – This is an initiative which is used for performing promotion of the
products and services offered by them to their customers, by using the medium of the
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internet (Pacauskas, et. al., 2018). Therefore, this strategy is also known as cloud
marketing. In this tourism, the organization uses different platform where they use to
provide advertisement for the products and services which the organization is offering to
them. This all helps the organization of tourism industry in attracting a huge number of
customers towards them.
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4. A critical discussion of the relevance of the chosen approaches in tourism marketing
practice.
As per the viewpoint of Mathews, et. al., (2019), Internet marketing is one of the best marketing
practice which a business organization of tourism industry can use. As this will help them in
providing detail about the products and services of them in an effective manner and also this will
help them in connecting themselves with a huge number of customers by just applying one plan.
Along with this, it will help the organization in providing brief detail about the products and
services of them, so that the people who are their customers and also not their customers can get
information about the product and service which organization is offering to them.
According to Xie, et. al., (2018), paid advertisement is the method which a tourism industry can
use. As in this, an organization has to choose the medium on which they have to provide
advertisement for the product and services of them. For this, the best mediums will be on
television, radios, magazines, new papers, and many others. This all will help the organization in
providing information about the products and services of them to an ample number of customers.
This process needs some cost which an organization has to invest so that the activity of
advertisement can get performed. Along with this, this all will help the organization in attracting
a huge number of customers towards the products and services of them, so that the profitability
and sales of that organization can get increased.
As per views of Grönroos, (2018), relationship marketing is more effective marketing practice
for a tourism organization. As tourism is a sector whose success very much depends on the
relation of an individual and a person with others and with their customers. Therefore, it is very
much important for an organization of tourism industry to make some products and services that
can help them in improving their relations with their customers. This will help them in making
customers loyal to them and also helps in attracting a huge number of customers. Along with
this, by using relationship marketing, organization of tourism industry can improve the
performance of them at the marketplace.
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CONCLUSION & RECOMMENDATIONS
From the above discussion, it has been analyzed that, marketing is one of the most important
processes for an organization. As this helps them in performing the business of them ineffective
manner, so that organization can achieve their profits and also can get achieve their aims and
objectives. There are several numbers of activities which are mentioned under the practice of
marketing, these activities come together so that the functions of the organization can get
performed in an effective manner. The aim focus of marketing is on the activities of promoting
the products and getting competitive advantages. There is an ample number of promotional
activities which are used by organizations so that they can get some competitive advantages.
These strategies have been used from the past tense, but with the time the approach of those
activities has been improved. For the organization of tourism industry, it has been recommended
that they can use different marketing initiatives that can help them in attracting a huge number of
customers towards the products and services of them. Also, undercover and relationship
marketing can be used by them, as this will help them in attracting customers and also help them
in getting some competitive advantages.
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REFERENCES
Books and Journals
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social marketing initiatives. In Social Marketing (pp. 313-331). Psychology Press.
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and Hansen, R.A., 2018. Mixed approach retrospective analyses of suicide and
suicidal ideation for brand compared with generic central nervous system
drugs. Drug safety, 41(4), pp.363-376.
3. Grönroos, C., 2018. Are You Ready for Relationship Marketing? It Is a Business
Challenge. Handbook of Advances in Marketing in an Era of Disruptions: Essays in
Honour of Jagdish N. Sheth, p.307.
4. Grönroos, C., 2018. Are You Ready for Relationship Marketing? It Is a Business
Challenge. Handbook of Advances in Marketing in an Era of Disruptions: Essays in
Honour of Jagdish N. Sheth, p.307.
5. Hannam, K. and Yankovska, G., 2018. Tourism Mobilities, Spectralities, and the
Hauntings of Chernobyl. In The Palgrave Handbook of Dark Tourism Studies (pp.
319-333). Palgrave Macmillan, London.
6. Mathews, S.W., Maruyama, M., Sakurai, Y., Perks, K.J. and Sok, P., 2019. Risk
perceptions in Japanese SMEs: the role of Internet marketing capabilities in firm
performance. Journal of Strategic Marketing, 27(7), pp.599-611.
7. Mühlebach, S., 2018. Regulatory challenges of nanomedicines and their follow-on
versions: a generic or similar approach?. Advanced drug delivery reviews, 131,
pp.122-131.
8. Notzke, C., 2019. Equestrian tourism: animal agency observed. Current Issues in
Tourism, 22(8), pp.948-966.
9. Pacauskas, D., Rajala, R., Westerlund, M. and Mäntymäki, M., 2018. Harnessing user
innovation for social media marketing: Case study of a crowdsourced
hamburger. International Journal of Information Management, 43, pp.319-327.
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