Travel and Tourism Marketing Report: Analysis of Strategies

This report delves into the core concepts of marketing within the travel and tourism sector, using Edinburgh, Scotland, and a tour operator like Expedia.com as case studies. It examines the impact of the marketing environment, internal and external factors on businesses, and analyzes factors influencing consumer motivation and demand. The report explores market segmentation strategies, emphasizing their use in marketing planning, particularly for Visit Scotland. It also assesses the importance of marketing planning and research, evaluating their influence on society. The report further discusses the marketing mix elements, including product, price, place, and service sector mix, along with the concept of the total tourism product. Finally, it covers the integrated nature and role of promotional mix, providing insights into promotional campaigns within the tourism industry.

MARKETING IN TRAVEL
AND TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing in travel and tourism sector......................................................1
1.2 Impact of marketing environment of Scotland on the travel and tourism businesses and
destination itself..........................................................................................................................2
1.3 Explain factors affecting consumer motivation and demand in travel and tourism..............3
1.4 Analyse the market segmentation and its use in planning of marketing...............................4
TASK 2............................................................................................................................................4
2.1 Importance of marketing planning in Visit Scotland ...........................................................4
2.2 Relevance of marketing research in travel and tourism sector..............................................5
2.3 Assess the influence of marketing on society.......................................................................6
TASK 3............................................................................................................................................6
3.1 Explain the issue of product, price and place element in marketing mix.............................6
3.2 Importance of service sector mix elements to travel and tourism sector..............................7
3.3 Concept of total tourism product...........................................................................................7
TASK 4............................................................................................................................................8
4.1 Integrated nature and role of promotional mix.....................................................................8
4.2 Promotional campaign..........................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing can be knows as the exchange of relations. It helps in satisfying the customers.
The term marketing has been widely used in every sector and so, in travel and tourism industry
too. Marketing is an activity through which firm becomes able to drive the best quality services
to their customers (Buhalis and Foerste, 2015 ). It also helps in boosting the number of customers
and generates sound revenue. Sound marketing activities provide assistance to travel and tourism
industry in order to have high customer satisfaction. In the recent scenario, travel and tourism is
one of the largest and growing industries. Along with it this industry are found able to capture
are interest of large number of customers whom are wanted to travel all over the world. This
report is based on travel and tourism marketing. The Edinburgh in Scotland is a destination for
this assignment. Other side report will be explained as a tour operator like Expedia. Com. The
report covers concept of marketing for travel and tourism sector, some of the factors that make
effect on consumer motivation is also covered.
TASK 1
1.1 Core concepts of marketing in travel and tourism sector
Industry of travel and tourism is the fastest growing sector in the entire world. Hence
there are so many types of concepts that can be applied by an firm in very effective manner. This
is an activity that provides their assistance in order to running various process and also gives
helps in communicating delivering and exchanging different services and product to the
customers of the business and tries to satisfying their needs and wants on appropriate way.
Concept of marketing facilitates organisation in order to addressing some of problems and issues
of marketing that may makes hurdles in improving the sales and production of the venture.
Visit Scotland is an Scottish tourist board, or a national tourism agency in Scotland.
Which is a public body in Scotland and had office in Edinburgh and London or other parts of
Scotland. The research is going for tourism destination and in purpose of making marketing
strategy. trainee of Visit Scotland will search out the needs of customers for Edinburgh Scotland.
Hence Edinburgh is a capital of Scotland and have various type of destination for that customers
will be curious (Garín-Muñoz and Pérez-Amaral, 2011).
Some of marketing concept that shares relation with tourism industry and gives
assistance in order to promote the destination such as Edinburgh Scotland.
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 Quantity, satisfaction and choice: in purpose of promotion of the destination Edinburgh,
firm needs to offer better quality services to their customers which grab their demand
and wishes. Satisfied customers are success key for travel and tourism industry. Products and services: it is necessary for tourism company to defined consumer's wishes
and accordance with they needs to provides services. Like if some person wishes to move
form Edinburgh so this is the responsibility of the service provider to gives them better
assistance through which they costumer will be happy and promotion of the destination
will be happen (Godall and Ashworth, 2013).
 Dealing, transaction and relationship:when individuals are going to have some specific
services for their tourism company then wants to main entire costing of their entire visit
form firm it can be know as exchange.
1.2 Marketing environment of Scotland of travel and tourism businesses and destination itself.
External environment will be able to make direct effect on the working of business in
tourism industry. Visit Scotland is a tourism board in Scotland so that it may create controls over
both type of environmental factor. Marketing environment can be divide in two parts like
internal or external factor. Where internal factors are present within the organisation of Visit
Scotland or the destination of Scotland and external factor are those whom are come from
outside of the firm but they makes larger impact on the business or organisation. Marketing
structure in Scotland is bit different apart from other nations. Internal, micro and macro
environment which creates impact on the process of marketing:
Micro environment: These are the internal factors. Some of elements in Visit Scotland are as
like:
Consumers: They are an important part of organisation in order to have growth through
generating sufficient revenue form visitors are coming to Scotland as A tourist (Goeldner and
Ritchie, 2011). Travellers are looking out for those destinations where they will get sound
satisfaction in spending less money or in reasonable price. The firm needs to concentrate on the
wishes of travellers for Scotland for improving the level of satisfaction of their customers.
Competitors: Some of the rivals are always there for company who are engaged in same
kind of business activities so they can affect process of the firm. It is needed to define the
policies and marketing strategies of competitors which help action more effective as the Visit
Scotland has so many competitor in tourism industry.
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Macro environment: these are not in firm but comes form out side.
Political and legal: it has relation with legal body, rules and regulation that are framed by
the government of UK (Hahm and Wang, 2011). Marketing policies of Visit Scotland firm
needed to be created according to legalities that helps in maintaining ethical and healthy business
practices.
Technology: this can be a most important aspect in marketing of tourism industry.
Advancement in technology are have prominent place every type of firm hence it is necessary for
Visit Scotland to opt new and updated technologies in order to attracts large number of persons.
1.3 Explain factors affecting consumer motivation and demand in travel and tourism
Customers are important for every company hence their behaviour are playing vital role
in framing decision for demands. It is essential that offered services and product are needs to be
matched with their demands which only could satisfy their wishes. There are some factors that
effects on motivation of buyer and demand of services. These are as:
Group actions : this is all about various kind of groups like friends, family and society
etc. Which are able to make influence on the buying behaviour of a customer. These factors can
affect demand decision and motivation of individuals and groups for tour booking and packages.
Purchasing power of buyers: it has relation with the capability of the customer to
investing money on services (Hall, Timothy and Duval, 2012). All customers are seeking out for
offers which can be suitable according to their wishes or purchasing power. Hence it can true
that tourism can be effected by diplomatic nature of buyers or consumers. Firm needs to
understand the behave of customers to improve sales. There needs to be package of travel as the
wish and spending power of customers to grab more eyes of them.
Personal preferences: this point has relation with personal like, taste, dislike, preference
which are important to be understand to frame marketing policies that helps in order to attracts
more and personal wish has many difference accordance to time and Visit Scotland needs to
frame policies as to their tastes.
Economic conditions:these types of factors also make affects on motivation of buyers to
travels as they are making impact on the purchasing power of customers.
1.4 Analyse the market segmentation and its use in planning of marketing
Segmentation is a process which helps in dividing the market in to various parts
according to the interest and wish of customers. This gives assistance to the organisation in order
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to frame appropriate planning for marketing and grab target in effective manner. There are some
type of Segmentation which are as like:
Geographic segmentation: In this division of market, area is divided according to
geography like rural and urban in order to target buyers, this is most used segmentation in sector
of travel and tourism and needs to undertaken by Visit Scotland company (Hays, Page and
Buhalis, 2016).
Behavioural segmentation: segmentation can be done on the basis of behaviour of
customers like knowledge, attitude and loyalty level of customers. This will be helpful for the
company in order to target their customers through providing various services to loyal customers
and they will always selects those tourism firm which are able to provide higher satisfaction
through services.
Psycho graphic segmentation: it involves the divination of market on the basis on
psychological factors like interest and style through a customer will be affected or their decision
making can be affected from it.
Demographic segmentation: it is related with demographic factors like genders, age,
cast, education and so on. It will be helpful in order to dealing with them in effective manner.
Visit Scotland are providing various types of services to both youth and aged persons according
to their demands.
TASK 2
2.1 Importance of marketing planning in Visit Scotland
Marketing planning is a essential process in order to forecast different types of activities
and creating effective outline for marketing strategies(Huang And et.al., 2011 ). The core part of
this activities which is important is to enhance the sales performance and expansion of the firm
In globe market. It is profitable for attracting future customers to have tour package of this
organisation. It helps in order to identify the abilities of firm to understand the strengths and
clam down the weaknesses. There are some of important role which are:
Provides directions: marketing planning consist determine goals and objective which are
to be achieved. It helps to serve the direction that needs to be followed in perusing promotional
activities. It will gives assistance in order to have clear guideline for marketing plan.
Integrates operations: this helps in integrating all those factors of marketing which is
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important to grab objective in such effective manner. These consist framing of services, pricing
and budgeting. If all the element are cooperative with each other then buyers will be captured in
proper manner (Hudson and Thal, 2013).
Forecasting:marketing planning plays significance role in order to forecast sales out
comes which needs to be achieved through effort of marketing. Such forecast has been used in
finance division in order to make budget and target is determined in sales department through it.
2.2 Relevance of marketing research in travel and tourism sector
There is process of marketing research of conducting any survey which helps in creating
marketing strategies in very effective manner. Visit Scotland can be know the needs and wishes
of their customers and if they are satisfy with offered services or not. It will provide assistance to
marketing manager in order to meet the requirements of customers in effective way. It will helps
in surviving in rough and tough situation and have competitive advantages. Some benefits of
marketing research are like:
 It provides assistance in knowing the weaknesses of the firm which helps manager to
concentrate on weak areas and work on it.
 This will provides clear directions to manager through growth and development of
chances also helps in generating more benefits for the firm.
 Marketing research is always future oriented. It will be conducted for having the idea of
future.
 Competition can be a threats for every organisation. Visit Scotland will have sound
benefits in order to defining level of competition by market research. It gives better
understanding that what strategies are opted by other competitions. It also helps in
making strong marketing campaigns that gives direction to travel and tourism market.
 It is focused on meeting unfulfilled demands or wishes that will provide helps to
managers in order to concentrating on these areas for improvement.
2.3 Assess the influence of marketing on society.
Society is the powerful and prominent part in marketing process. This is important to
concentrate on them in order to making strategies and politicises. Marketing manager of Visit
Scotland needs to involve every parts of aspect of society in purpose to target them all in very
sufficient manner. They needs to have tour and travelling offers which starts form lower costs till
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expansive services. Company should have dynamic tour packages which can be used in order to
satisfy different level of customers. It provides benefits to society through facilitating
information to buyers about services and product for which they are looking out. It determines
demands and having steps for meeting their wishes in proper manner.
Apart form it, this also helps in managing the expectation of market. With the helps of
marketing firm can spread knowledge for major changes like launching new things, enhancing
quality of services etc. also helps in promoting services which helps in getting out comes in
higher level (Kayar and Kozak, 2011 ). It is essential for Visit Scotland to have involvement in
corporate social responsibilities in marketing strategies which are related with welfare where
firm will spend more of their money in education, health care, environment. It will make
influence to consumers in positive manner.
TASK 3
3.1 Explain the issue of product, price and place element in marketing mix
Marketing mix refers to the combination of various types of elements of firm
like ,product, price, and promotion. These are powerful to make influences on strategies of
marketing in order to target buyers in very effective manner. Some of the issues which may be
faced by a marketing manager they are as:
Product: in has involvement of services that are provided by Visit Scotland in order to
meet up with the wishes of customers (Park and Oh, 2012. ). As services are intangible in nature
hence marketing for this needs to be very strong. it can be done through tour and travelling offers
at affordable price in order to attract the eyes of more persons. Providing more attractive
packages helps them to become more feasible to defining life cycle. Through company may earn
more profits.
Price: it can be a amount which are payable by customers in returns of services that they
are taken by a company. Firm cab opts price skimming policies in order to have more benefits
and generate sound revenue.
Place: this refers to that place where the services being provided to the target customers.
The main issues with this element is that tourist are very sensitive for their security and it will
affect their requirement regarding travel packages (Molina, Gómez and Martín-Consuegra,2017
).
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3.2 Importance of service sector mix elements to travel and tourism sector
This is related with different elements of services marketing which helps in delivering
effective services. This ensures the successful campaign and improve sales volumes of business.
Some components are:
People: it involves persons that are associated with marketing. For this firm will conduct
suitable training and development lessons to makes their employees able to gives best quality
services. It will be helpful for enhancing the quality of services.
Packaging: it refers to the out look of the services like presentation is important for every
service hence various types of facilities will be added in order to make attractive services. Apart
form it services with more additional services are be able to attract large number of customers.
Programming: it is focused on duration of services of marketing. Manager needs to
arrange or set up all actions of promotion in ways that are profitable for the company (Moutinho,
2011).
3.3 Concept of total tourism product
The concept of total tourism product is related with the merger of various type of
activities or services offered by Visit Scotland in order to gives sound experience to future
customers. It provides helps in this firm to delivering the complete tour experience for the
beginning to till the end of their journey in very effective manner. It also includes the additional
services like accommodation, resorts, spa, theme park etc. if firm will provides these service
along with trip then they will have larger number of customers. Total tourism product helps
company in delivering best quality services at affordable price that customers will comfortable
paying.
TASK 4
4.1 Integrated nature and role of promotional mix
Promotional mix is a mixture of promotional techniques that can be used by every
organisation which helps in improving and maintaining demanding to services.
Advertising: this will be completing through giving ads in newspapers, magazines, radio
and TV etc. this can be a effective tool of promotion in order to creates brand image and attract
more buyers (Morgan and Ranchhod, 2013 ).
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Personal selling: this is a types of promotion of service that communicates personally to
target customers regards to build sound relation with them.
Sales promotion: this may involve so many types of promotions like rebates, gifts etc.
that are offered to customers in order to improve sales.
4.2 Promotional campaign
Marketing campaign is important for have promotional activities in very effective way.
 Visit Scotland needs to take initiate for new marketing campaign which will be
concentrated to generate more awareness for their product ( Morrison, 2013 ).
 More innovative methods needs to be used by Visit Scotland to frame effective
advertisement.
CONCLUSION
From the above report this has been concluded that marketing are playing sound role and
know as the root of the company's success. Visit Scotland are having advantages through
applying the process of marketing in effective manner. The concept of marketing is provides in
this report along with it importance is given. Service and marketing mix will be provided here
ion this report.
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REFERENCES
Books and Journals
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.
Garín-Muñoz, T and Pérez-Amaral, T., 2011. Internet usage for travel and tourism: the case of
Spain. Tourism Economics. 17(5). pp.1071-1085.
Godall, B. and Ashworth, G. eds., 2013. Marketing in the Tourism Industry (RLE Tourism): The
Promotion of Destination Regions. Routledge.
Goeldner, C.R. and Ritchie, J.B., 2012. Tourism: principles, practices, philosophies (No. Ed. 12).
John Wiley and Sons, Inc.
Hahm, J. and Wang, Y., 2011. Film-induced tourism as a vehicle for destination marketing: is it
worth the efforts? Journal of Travel & Tourism Marketing. 28(2). pp.165-179.
Hall, C.M., Timothy, D.J. and Duval, D.T., 2012. Safety and security in tourism: relationships,
management, and marketing. Routledge.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism. 16(3). pp.211-239
Huang, Y.C. And et.al., 2013. Exploring user acceptance of 3D virtual worlds in travel and
tourism marketing. Tourism Management, 36. pp.490-501.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2).
pp.156-160.
Kayar, Ç. H. and Kozak, N., 2011. Measuring destination competitiveness: an application of the
travel and tourism competitiveness index (2007). Journal of Hospitality Marketing &
Management. 19(3). pp.203-216.
Molina, A., Gómez, M. and Martín-Consuegra, D., 2011. Tourism marketing information and
destination image management. African Journal of Business Management. 4(5). p.722.
Morgan, M. and Ranchhod, A., 2011. Marketing in Travel and Tourism. Routledge.
Morrison, A. M., 2013. Marketing and managing tourism destinations. Routledge.
Moutinho, L. ed., 2011. Strategic management in tourism.
Park, J. and Oh, I. K., 2012. A case study of social media marketing by travel agency: The
salience of social media marketing in the tourism industry. International Journal of
Tourism Sciences. 12(1). pp.93-106.
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