MBA 690 - Travel & Tourism Industry: Marketing, Strategy, and Change

This report provides an analysis of the marketing and strategy plan for the Travel and Tourism (TAT) industry, examining the impact and nature of change, key obstacles, and opportunities, as well as enabling and inhibiting factors that have driven change in the past and may continue to do so in the future. The report identifies trends such as increased demand for new experiences, last-minute bookings, and newly invented destinations, along with contemporary issues and challenges facing the industry. It highlights the need for well-structured tourism planning and development to achieve sustainability in global tourism. Key obstacles include balancing supply and demand, addressing ethical issues of enclave tourism, and understanding millennial tourist preferences, while opportunities include expansion, revenue generation, promotion of less popular destinations, and spreading socio-cultural activities. The report also categorizes factors driving change, such as economic, environmental, demographic, nature-related, geographical, legal, political, technological, and socio-cultural factors, along with inhibiting factors like genetic and psychological considerations. It concludes that while the TAT industry faces challenges due to evolving trends and millennial interests, well-executed marketing strategies can overcome obstacles and leverage opportunities.

Running Head: MANAGEMENT 0
Marketing and Strategy
Marketing and Strategy: Travel & Tourism Industry
(Student Details :)
1/10/2019

Management 1
Contents
Marketing and Strategy Plan: Travel and Tourism Industry......................................................2
Impact and Nature of Change....................................................................................................2
Key Obstacles and Opportunities...............................................................................................2
Enabling factors and inhibiting factors which drove the change...............................................2

Management 2
Marketing and Strategy Plan: Travel and Tourism Industry
This discussion is an attempt to draw an understanding about marketing and strategy
plan for the Travel and Tourism (herein after referred as TAT) industry. Besides, this
discussion will help to understand the development of TAT industry in the context of the
factors which drove the change in the past. Furthermore, the factors discussed may also be
some of the same factors which will continue to drive change in the upcoming time (Cooper
& Hall, 2009).
Here, we are assessing the nature as well as impact of change in TAT industry along
with the identification of the key obstacles as well as opportunities which drove change in
this industry. Moreover, the document is assessing the enabling and inhibiting factors those
drove the change in TAT industry with the detailed explanation of those key factors (Nepal,
Indra Al Irsyad, & Nepal, 2019).
Impact and Nature of Change
In the context of term ‘Change’ in the TAT industry, first of all nature of change must
be defined and hence nature of change include trends, issues and challenges. There are so
many current trends which are rising these days such as increased demand for new
experiences by the tourists, frequent and increased last-minutes bookings and demand of
newly invented destinations (Wee, 2017). Moreover, contemporary issues of TAT industry
also taken as change as well as challenges for the industry (Veiga, SANTOS, Aguas, &
Santos, 2017).
Thus, impact of the above mentioned change includes numerous modifications,
innovation, and inventions into the TAT industry. Besides, an arisen need of well-structured

Management 3
tourism planning and development from the perspective of achieving sustainability into
global tourism is also an exclusive impact of recent change into TAT industry (Service Skills
Australia, 2011).
Key Obstacles and Opportunities
Key obstacles into the path of achieving sustainable future for the global tourism
industry include effective balancing of supply and demand, considering moral and ethical
issues of enclave tourism and most importantly understanding the key needs and preferences
of millennial tourists (Dwyer, Edwards, Mistiis, Roman, & Scott, 2009).
Opportunities for the TAT industry due to the current changes include expansion and
renewal of TAT sector, more revenue generation, exploration and promotion of less popular
destinations and places as well as more spreading more socio-cultural activities into the world
(Wee, 2017).
Enabling factors and inhibiting factors which drove the change
There are numerous factors that drove the change in the TAT industry, hence major
categories of those important factors include economic factors, environmental factors,
demographic factors, nature-related factors, geographical factors, legal and political factors,
technological related factors and socio-cultural factors (Cooper & Hall, 2009). Besides, some
more factors include inhibiting factors like genetic and psychological factors into TAT
industry (Wee, 2017).
In conclusion, with the help of this discussion we have successfully assessed the TAT
industry from the perspective of past and recent change and nature as well as impact of that
change. TAT industry is facing challenges in terms of rising change and current trends into

Management 4
tourism due to millennial generation and their changed interests. However, this change and
trends has brought a lot of opportunities as well as obstacles for the industry yet
implementation of well-executed marketing strategies can conquer any obstacle into the path
and leverage opportunities as much as possible.
References
Cooper, C., & Hall, M. (2009). Contemporary Tourism: an international approach. Sydney:
BH.
Dwyer, L., Edwards, D., Mistiis, N., Roman, C., & Scott, N. (2009). Destination and
enterprise management for a tourism future. Tourism Management, 30(1), 63-74.
Nepal, R., Indra Al Irsyad, M., & Nepal, S. (2019). Tourist arrivals, energy consumption and
pollutant emissions in a developing economy–implications for sustainable tourism.
Tourism Management, 72, 145-154.
Service Skills Australia. (2011). TOURISM, HOSPITALITY AND EVENTS environmental
scan 2011. Retrieved 12 08, 2018, from
http://www.oph.fi/download/145170_TourismHospitalityEventsScan_Print.pdf
Veiga, C., SANTOS, m., Aguas, P., & Santos, J. (2017). Are millennials transforming global
tourism? Challenges for destinations and companies. Worldwide Hospitality and
Tourism Themes, 9(6), 603-616. Retrieved 12 13, 2018
Wee, C. (2017). Emerging trends in tourism: opportunities, challenges and implications.
Journal of Tourism and Hositality, 6(6).