Tourism and Hospitality has developed rapidly and becoming extremely important to economy in the world. The income that several countries in the world receive from tourism industry can be reached to $1billion per year. In addition, Marketing is one of the most important factors that help and effect to tourism industry in many positive ways. Marketing evolved in the tourism industry since 1980. It promotes tourism industry by encouraging the tourists to travel at their destination with the strategy that made up to the tourist satisfaction. However, a marketing strategy does not have to be complex, in fact it should be a easily understood which ensure the advantage of marketing of the products and services to the tourist business to obtain positive …show more content…
In other word, it means that they are marketing services rather than goods. For example, a hotel will want to give a relaxing and fun atmosphere for the customers and inspires those same feelings in the consumer. Because the hospitality industry is mostly made up of tourism and other experiential services, a consistent brand identity is also very important. Marketers want to ensure that brand recognition exists so that customers will repeat to use their services. Repeat customers can create a greater revenue, which mean marketing strategy is necessary to consider about maintaining the relationships with the old customers while seeking out new customers as well (Hussung, 2016). Therefore, with the special characteristics of tourism products, the role of marketing in tourism industry compared with other industries is more important and implementation of marketing tools for a country is considerable. To illustrate, marketing can offer some information about the specific place to encourage the tourists to visit their destination (Laimer & Juergen, 2009). Thus, tourism revenue and international income can be increase by good planning and administration of marketing …show more content…
Also, in the 1980s, the emergence of services marketing as a sub-discipline becomes a famous enlargement of marketing. For example, in the US, the great competition of service such as airlines, financial services, health services and telecommunications started during the 1980s. This resulted in encouraging practitioners to have a better understanding of service marketing in this industry (Kozak, 2007). Therefore, the importance of marketing was becoming widely recognized within the tourism industry and academics in the late 1980s. In recent years, tourism marketing has gone through strategic changes with the improvement in new technologies, the chase of a relationship between customers and suppliers as well as the importance of sustainability issues in marketing. Marketing Tourism reconsiders the needs of the tourists but does not overlook on the long term economic, environmental, social and cultural interests of the local population. So, it means that marketing consider both the tourist demand and effect to society as
The proposed brand is required to gain authorisation from Destination Marketing Association International to gain the competitive advantage while having more policies leading towards sustainable tourism. The challenges in this regard are also identified for addressed on their emergence. Thus, Quebec City is required to collaborate with DMAI for achieving best practice in marketing and communication of the brand (Papatheodorou, et al., 2010). DMAI possess authorisation program being developed for gaining specific measures of excellence in the domain of marketing while helping destinations to communicate with their community and possible tourists in effective and efficient ways. This authorisation program acts as a platform for official destination marketing organisations to ensure the achievement of recognised standards and quality performance in the aspects of destination marketing.
Technology has created a major impact on the way in which all organizations market their products and services. With the development of the internet, companies are now able to economically market themselves on a global level. Even smaller companies that were once not able to capture international business due to the cost factor can now do just that. The Washington Plaza Hotel is no exception. The hotel industry in DC relies heavily on tourism as a major part of its client base. Many of these tourists who visit the city are of foreign nationality. It is important that the Washington Plaza Hotel targets these people when marketing the company. Not only do they target the tourist but they also target the international business travelers that come to the city on business related trips. The hotel's website, which gives detailed information about the hotel's accommodations and services, can be accessed by potential customers all over the world. In addition, the Washington Plaza Hotel has teamed up with such web-based travel services like Orbitz, Expedia, Travelocity, Etc. in order to capture more of the global market. Before the existence of the internet, the global market was not easily reachable. Technology has the greatest affect on marketing for many organizations and certainly for the Washington Plaza Hotel as well as the hospitality industry itself.
Tourism industry has developed a lot in the last few decades (Cooper & Hall, 2008). In order to maintain and increase this development, the industry has to identify and understand tourists’ needs and motivations factors that force them to travel. Tourists had basic needs, which were continuously increasing and also changing form throughout the years. According to Maslow’s theory (1970) while basic needs are satisfied, motivations are created and determined by the following level. Motivation factors (motivators) are the factors, which are pushing or pulling a traveller to take a trip/holiday and those that make the tourist’s purchase desirable. There are factors that stimulate, motivate and ‘influence’ the traveller to take that particular kind
It is a well-known fact that marketing is a way to get the business off the ground. Without marketing, then no one will know about the goods and services a brand is selling. “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” (Chernov).
In addition it shall affect consumer perception in a positive manner. Thus, it becomes essential that the re-positioning strategies be evaluated in the context of the needs of the Goa tourism industry. In addition the role of the marketing campaign is an essential part of the repositioning strategy implemented by the Goa tourism department. In this regard, it becomes essential to assess the commercial viability of the marketing strategies and the expenses it shall incur. In addition how the operational dynamics of the Goa Tourism department would also change due these newly framed policies. Therefore, it becomes pertinent to examine the impact on the current operations on Goa tourism department. The research study seeks to analyze the merits as well as the demerits of the in altering the marketing as well as the operational initiatives of the Goa tourism on the state’s financial condition.
In 1992, Rio Earth Summit, the World Tourism Organization and the World Travel and Tourism Council published Agenda 21 which mentioned the importance of sustainable development and defined the environmental and social impacts associated with hotel operation that should be minimized (Meade and Pringle, 2001). Nowadays, hospitality operations concern more about environmental sustainability because hotel sustainability might be a unique selling point for attracting environmentally sensitive customers and add extra value of influencing the customers’ choice of vacation decisions (Sloan, Legrand and Chen, 2013). Moreover, hotels have been valued as a key trading partner in tourism, therefore, the hospitality industry has a significant
In this study is highlighted the importance of applying marketing philosophy in tourism marketing and development plan as the basis for its application. Application of marketing philosophy, as the modern concept of marketing strategies in hospitality is shown by the example of marketing plan for the hotel' 'Izvor'' in Arandjelovac. In this paper I will present the solutions for achieving the objectives of marketing.
Consumer behavior incorporates certain activities, decisions or experiences, which satisfy the needs of the consumers. It concerns all the activities that incorporate consuming, obtaining and product disposing of that precedes and carry out these actions (Darling, 2015). The Consumer behavior remains one of the important areas for research in the tourism and marketing fields in terms of travel behavior or the behavior of tourist (Rid, Ezeuduji & Pröbstl-Haider 2014). There are a few comprehensive literature reviews on the behavior of consumer typically described his injurious area with the help of the existing models or concepts of Consumer Behavior. There are exceptions in the insights of the authors who give the review about
Yes, marketing of hospitality services is completely different from marketing for other goods. When it comes to marketing of hospitality services managers must understand the wants, needs, and demands of their customers, what the market offers, value and satisfaction, and the market. Needs, wants and demands are the basic concepts of the market. Human needs are a state of felt deprivation such as physical needs for food, clothing, safety, and warmth. As well as social need such as belonging affection, excitement and relaxation. Wants tie into needs because our wants is how we communicate our needs. Our wants also become our demands because it is back
Moreover, the InterContinental Hotels & Resorts is considered the first international hotel brand in the world, as it began operations in the year 1946 (About InterContinental Hotels Group Brands, 2015). Over time the hotel group has evolved to encompass quality hotel rooms not only in North America, but in Central and South America, Europe, the Middle East, Africa, Australia, and Asia-Pacific (IHG – InterContinental Hotels Group, 2015). In addition, they have acquired extended stay facilities and the Hualuxe Hotels & Resorts, which specifically “celebrates the essence of Chinese hospitality” (About InterContinental Hotels Group Brands, 2015). In my opinion, this shows that their target market has changed by expanding their scope of travel, which means they are traveling to farther and farther locations and require the familiar surroundings with equivalent product quality at the final destination. The InterContinental Hotels Group is in the fourth and final stage of the product life cycle, which is the decline stage (Editorial Board, 2014, p. 212). Indeed, the brands lengthy history indicates it has loyal customers, but its addition of innovations indicates the targeting of new customers for the organization, which are clear signs of a business in the decline stage of the product life cycle (Editorial Board, 2014, p.
The marketing concept has developed from merely promoting the company’s products or services into a complete art or a science of generating a lasting brand image in the competitive market. In this context, marketing is defined as the process of formulating strategies while expecting the needs and preferences of the customers so as to attract and retain them. The marketing process involves a succession of activities linked to promotion, formulating marketing strategies, online promotions, broadcasting, and providing good customer service. This report explores the concepts of marketing plan of Mercure Hotel. The plan includes various phases of marketing management, that is, SWOT analysis, different strategies, and marketing
The negative impacts that tourism creates can destroy the environment and all of its resources which it depends of for survival. Tourism has the prospective to create and bring useful effects on to the environment by donation the environmental protection conservation.
(2015) explains the importance of stakeholders with the tourism industry by explaining how each stakeholder influences the industry in offering new destinations, packaging destinations for new clientele, remarketing vacation destination and additional tour companies. Each industry stakeholder has their own agenda in achieving success, but the industry needs to work together in order to achieve success due to the highly competitive nature of business. Economically the industry has been expanding and developing tourism by offering a wide range of destinations and package vacations globally. The industry stakeholders are listening to the customers and offering unique and exciting destinations, thus increasing sales and opening up the tourism industry into a new
Tourism is recognized as one of the biggest & fastest growing industry regarded for its highly contributing role in the global as well as national economy. Beside the economic importance of tourism, it also has an impact & contribution on society, culture & natural environment. This contribution of tourism to the economic, socio-cultural & natural environment may be viewed in two ways, both positive as well as negative. In order to achieve or maximize the positive contribution of tourism while at the same time minimizing its negative impact or in other way maximization of benefit of tourism while minimization of its cost towards the economy, society & its culture and natural environment is a big challenge faced by global tourism industry. It is also found that tourism generates 1.2 to 3.4 times more income on every US$ spent by tourists to the destination.
An organisation strategies that combine all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and the business. marketing strategy is one way to achieve the goal of a company. The destination marketing is the first and best in class in meeting the needs and aspirations of consumers. Besides that, being a key partner for our customers, consumers and communities. Eliminating non-value added activities of the process. However, the aims to increase the target profitable growth and provides benefits above average employees and shareholders. There is an example of marketing strategies that used in Rejoice company. The 4P’s are influence the marketing strategies.