Marketing in Travel and Tourism

Marketing in Travel and Tourism
1) Executive Summary
The marketing in travel in tourism project will focus on marketing concepts as per the application on tourism products and services with concentration on the customers of it.
The purpose of marketing in travel in tourism project is to achieve exploring the concepts of marketing with focusing on travel and tourism along with principles of marketing. At the same time, marketing in travel in tourism project will conduct investigation as per the role of marketing in tourism industry.
In the purpose, it will serve as the outcome for the student learning and achieving with application of theory with examples from real-time travel and tourism products and services.
The marketing in travel in tourism project will investigate product which is the destination tourism offering that the services are provided by the travel agencies. They will be working together for mutual benefits and marketing efforts for need, want and demand analysis. While conducting the analysis, the services and products authority must make sure that the visitors are satisfied by making them happy during their stay.
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Furthermore, in this project the investigation will include information about marketing environment, marketing research and marketing along with the society. By the end of this project and finalization of the report the benefit will be to understand the concepts of marketing that is implemented in the travel and tourism industry. Therefore, personal recommendation will be described and report will be concluded.
The objectives of marketing in travel in tourism project are:
1) Identifying the tourism products and services need, want and demand with examples determination. 2) Identifying the visitors satisfaction from the tourism products and services and reasons that the companies must make sure they are happy. 3) Analyzing the changes in marketing within the travel and tourism industry. 4) Determining and identifying the marketing environment that travel and tourism will be operating in. 5) Analyzing the research that is conducted in the marketing field and information systems that are involved. 6) Identifying the marketing and its society as per the influence that is having.
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2)TASKS DESCRIPTION
In the travel and tourism the product and services provided by travel agency are according to the product experience in need, want or demand by the customers. Here, the product is the destination experience that the visitors and tourists are potentially seeking and the services are provided to help the visitors and tourists to travel to experience the product. Therefore, the products are in the destinations and specific location that the travel agencies are benefiting from1.
For example, the Olavi Tours & Travel in the Thailand will provide their services for the visitors traveling to Thailand to experience their environment and entertainment products.
The product in the travel and tourism is the destination which is providing for the visitors or tourists will be built or natural environment. The built in environment in the Thailand are theme parks, resorts, casinos & cruise ships that attracts the needs, wants and demands or the visitors.
www.bized.co.uk/educators/16-19/tourism/industry/presentation/products1.ppt
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The natural environments in the Thailand are public lands and sea area to attract the visitors. If they are offering unique product which provides high quality natural environment for the visitors will ensure the growth of that particular product2.
The failure of the products that is provided to the visitors along with services is due to the fact that they are introducing and developing new products and services which are not with properly assessed as per the tourists needs and problems that they might face later by not being satisfied.
2
www.dced.state.ak.us/oed/toubus/pub/NASDA.ppt
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The visitor needs must be assessed to fulfill it when they are traveling and visiting particular product. The needs when identified as per the visitors must be prioritized which will be fulfilled.
It is done as per the demand in the needs and potential increase during the period in the current stage and in the future. Therefore, the understandings and identifications will help the destinations to select and develop the needs of the visitor.
The product needs analysis is effective when the interviews and groups are focused as per quantitative methodology applied to obtain feedback. When the tourism product is developed the travel agencies will obtain use of it by rendering their services for traveling and experiencing that product3.
In the demand, it is the capabilities that the product can provide the visitors and meet their demand when it is increase from time to time. In the marketing activities the destinations will be marketed which results in the increase in the demand as the visitor need is influenced depending upon certain types of tourism experiences and products4.
3 4
www.besteducationnetwork.org/ttvii/ppt/Framing%20Session.ppt www.besteducationnetwork.org/ppt/Marketing.pptfinal.ppt
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At the same time, the Thailand introducing new locations and
environments for the tourists and visitors without analysis and this might result in that they visitors do not want that product5.
So, this is mistake if each destination is assuming without properly analysis that their product will be wanted. Therefore, no services will rendered for this destination as the visitors do not want the product. The want in travel and tourism is to provide products and services that the tourist will want it6.
In the customer satisfaction it the satisfaction of the visitors and tourists when experiencing certain products and services related to specific destination. Therefore, the visitors to the natural or built in environment in the Thailand might be satisfied during their stay as per the experience and feeling memorable that they have obtained.
At the same time, the visitors might not be satisfied which will result that there will be no revisiting. So, if the customers are satisfied they will revisit frequently and length of stay will be longer.
The satisfaction chain of the tourist is displayed in the image7:
5 6
www.visitnebraska.org/pdfs/industry/2006AgConf/Agri-tourism%20Workshop_Joy%20Marshall.ppt http://www.ceinet.org/download/sef_2003/s26_Nikovska.ppt 7 www.tourism.lt/nsv/engl/WTO%20seminar/WTO%20Lithuania%20regional%20seminar %20041104.rev.ppt
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The changes in the marketing within the travel and tourism are related to the way the customers are changing, marketing is changing and tourism marketing is changing. Therefore, if the visitors are changing traveling to the Thailand then the marketing will also change as per the marketing media and types which are playing important roles.
The microenvironment is the internal environment which is the general part of the marketing environment.
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Here, the supplier are the environment provided by certain destination and facilities that is involved in it, customers are the visitors and tourists traveling to Thailand, competitive will be in the location, expenses, and quality and inter-media is the connection media with the travel agencies.
The macro environment is the external environment that is situated into a destination and controlled by the environment surrounding it which creates general conditions of the travel and tourism. This is complicated and sometimes not easy to manage it8. This is different from
microenvironment but both are essential for any industry.
Here, the demography is the region that the environment is in whether open to the tourists or not, economy improvement and regulations, society influence and acceptance of globalization, technology development and improvements and potentiality of the visitors9.
The market research is to analyze whether the product and service is successful or not. It is to determine whether there is demand from the tourists and they will visit to experience the product or not.
8 9
http://www.library.tane.edu.ua/files/EVD/book_tourism_marketing.pdf http://www.rosebankcollege.co.za/%7DDocuments/mkting_mngmt.pdf
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In the different point of view, the market research has many different aims and purposes which involve conducting quantitative research for effective facts and figures. The activities involved are surveys, interviews and questionnaires about the specific market that the research will be conducted to obtain statistical information.
In the market research there are two types of sources of research which are primary and secondary. The use of information in the market research will be internal and external to understand more about the specific market that is being researched about.
Depending upon the activities that is adopted and implemented has their own advantages and disadvantages and each of this method will be suitable based upon circumstances and purpose of market research. The decision will be made which market research will be adopted and reasons for conducting it.
The factors to determine the appropriate market research which will work for them is as per the cost, reliability, validity, accessibility and time that will be incurred in the gathering of the information10.
10
www.dced.state.ak.us/oed/toubus/pub/glennallen_marketing.ppt
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The market research will include an inventory of tourist attractions in the area, region, or destination, market trends, tourist motivations and tourist profiles, including expenditures11.
It is important for the tourism to identify the market potential and share that they can gain from it. If these are not identified the industry will not last for a short period of time and will thus result in the failure. There will excess in supply and low demand or excess in demand and low supply.
The marketing information systems aim is to help to maximize the information for the supply and demand that will play role to support the tourism industry. The market research information systems include online tourism survey, evaluation programs, databases program modules, administrative controlling12. programs and behavior of tourists tracking and
On the other hand, the information systems will be conducting forecast of the tourist demand based upon past and current data that is stored in the system and conducting match with the supply and demand to determine the sales forecast.
11 12
http://web1.msue.msu.edu/imp/modtd/33700083.html http://tourmis.wu-wien.ac.at/material/tourmis_wp_TXE.pdf
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The purpose of the forecast is to prepare and meet demand for improving the economy of the country. Therefore, the tourism is forecasted due to the reason that the industry of the country needs to analyze whether there is increase in the demand in the future.
If there is increase the industry must be prepared to meet and fulfill it to satisfy the visitors and tourists. In this way, the visitors will be satisfied and economy will improve due to the travelers into the country.
The influence that the marketing will have on the society are identified as per the accusation that is made by the society for creating, false wants by the visitors and too much materialism, too few social goods that is not having good impact, too much political power and cultural pollution within the society.
The marketing has social responsibility towards the society and marketing product or services for attracting visitors which is affecting the society might be frustrating. There is great deal of influence on the society as the marketing is presenting and opening doors to the visitors worldwide which might be acceptable and not acceptable.
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The influence will due to the values, beliefs, culture and etc. of that particular society that is not matching the visitors or market segment of the tourism. Therefore, the marketing plays a vital role that is impacting on the society by their philosophies, policies, procedures, and actions. This should be for the enhancement and improvement of the societys welfare13.
According to the definitions of the consumerism, a social force within the environment designed to protect the consumer by exerting legal, moral, and economic pressures on business and government. The Consumer Bill of Rights is the right to be informed, safe, choose and heard14.
In the tourism as per the example about Thailand the visitors rights are protected and place the secured to visit. This is different when the locals are protected but there are few destinations protecting the rights of the visitors same as locals. The visitors will be staying for a short period of time and issues occurred must be solved within this period which will avoid affecting their personal life in their home country.
If there is no visitor or tourist protections this will affect the destination and will become difficult to market and attract visitors to this location.
13 14
http://cba.uah.edu/berkowd/webpage/MKT600/KOTCHA20.PPT www.sba.pdx.edu/faculty/johne/316/Ch3.ppt
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The marketing in travel and tourism must make sure that there are legal actions and safety and security for the visitors during their stay which is important during the experience of the environment.
According
to
the
definitions
of
the
sustainable
tourism,
is
the
development meets the need of present tourists and host regions while protecting and enhancing opportunities for the future.
It is envisaged as leading to management of all resources in such a way that economic, social, and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological processes and services, and biological diversity15.
According to the World Tourism Organization the factors and key for sustainable tourism is any destination are economy, ecology, sociocultural aspects, participation, strategies for visitors control and
institutional framework16. It is about the improvement and development that is occurring from the tourism industry as a part of travel and tourism.
15 16
www.nric.net/tourism/core/Mod1.ppt www.kulturkontakt.or.at/upload/medialibrary/WG_1_Salcher.ppt
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3) RECOMMENDATION / CONCLUSION
The marketing in travel and tourism is recommended to be customized as per the needs, wants and demands of the tourists. The reason is that the general marketing is not appropriate to this different sector or industry. The marketing concept involved in the travel and tourism has changed during the past years and it is interrelated with the organizations that are helping them grow.
It is recommended that the travel agencies before rendering their services for their nationals to travel they must have up to date information that is not older than 30 days. This will ensure quality services rendering and providing best products for the visitors traveling during their stay and memorable experiences. There is no fixed or stable product but services rendered must be up to the standard which is helping the product also grow and increase the number of visitors. This is marketing cooperatively where products and services are benefiting from visitors and tourists.
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4) BIBLIOGRAPHY
1) www.bized.co.uk/educators/1619/tourism/industry/presentation/products1.ppt 2) www.dced.state.ak.us/oed/toubus/pub/NASDA.ppt 3) www.besteducationnetwork.org/ttvii/ppt/Framing%20Session.ppt 4) www.besteducationnetwork.org/ppt/Marketing.pptfinal.ppt 5) www.visitnebraska.org/pdfs/industry/2006AgConf/Agri-tourism %20Workshop_Joy%20Marshall.ppt 6) http://www.ceinet.org/download/sef_2003/s26_Nikovska.ppt 7) www.tourism.lt/nsv/engl/WTO%20seminar/WTO%20Lithuania %20regional%20seminar%20041104.rev.ppt 8) http://www.library.tane.edu.ua/files/EVD/book_tourism_marketing.pdf 9) http://www.rosebankcollege.co.za/%7DDocuments/mkting_mngmt.pdf 10) 11) 12) 13) 14) 15) 16) www.dced.state.ak.us/oed/toubus/pub/glennallen_marketing.ppt http://web1.msue.msu.edu/imp/modtd/33700083.html http://tourmis.wu-wien.ac.at/material/tourmis_wp_TXE.pdf http://cba.uah.edu/berkowd/webpage/MKT600/KOTCHA20.PPT www.sba.pdx.edu/faculty/johne/316/Ch3.ppt www.nric.net/tourism/core/Mod1.ppt www.kulturkontakt.or.at/upload/medialibrary/WG_1_Salcher.ppt
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