Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
What are the positive effects of social media on tourism
What are the positive effects of social media on tourism
The influence of social media on the tourism and hospitality industry
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Social marketing: building brand value and influence in the UK tourism industry to sustain brand consumption in the current economic recession
1.0 Chapter one: introduction
1.1 Background
The current economic recession that began in June 2008 and intensified in 2009 had an effect of decreasing international tourism which was also augmented by outbreak of AH1N1 flu virus in 2009 which resulted into restriction of international travel. The tourism sector suffered economic downturn due to decrease in international tourism receipts hence decreased opportunities for sustained employment. Sustainability of the tourism industry depends on ability to exploit the economic recession challenges into a competitive advantage which will see the tourism industry sustaining and increasing her market share in the economically sensitive climate to economic, regulatory, safety, environmental and external influences. The tourism industry can gain competitive advantage in the economic recession by focusing on controllable elements in their marketing plans and strategies. The restructuring of tourism industry marketing plans to meet the sensitive economic climate brought about by economic recession should be a product of understanding influential aspects that consumers have adopted to redefine value and respond to the economic recession. Tourism industry should apportion more money in marketing in order to continue communicating to customers hence enhancing customer relationships. Tourism industries that increase their marketing and advertising during economic recession improve their market positioning and returns on investment.
1.2 Statement of the problem
The current economic recession resulted into decrease in demand for tourism industry...
... middle of paper ...
...cus on customer retention strategies would have sustained economic advantage by attracting and acquiring customers who are disgruntled in the competitions
1.5 Significance of the studies
1.6 Theoretical framework
Creation of brand value and influence has capability of improving customer experience. A tourism industry, instead of starting with input oriented perspectives like brand channel, it should position her social marketing by analyzing desired outcomes of her marketing strategies which is a product of degree of influence and develop the framework for developing customer experience backwards. The tourism industry, could adopt a form of integration by commencing restructuring of her customer experience model from a channel neutral position. (continues into theories)
1.7 Outline of the dissertation
2.0 Chapter two: literature review
Poor ‘brand positioning’ of social marketing: The actual concept of social marketing is not clear to many people because of various conflicting definitions and it is also associated with some undesirable attributes. For example, social marketing is perceived as being manipulative and not ‘community based’. These prejudices have arisen because of incorrect assumptions that social marketing is similar to normal, commercial marketing.
Apart from innovativeness and incisive management, Marketing Research has played a crucial role in helping Marriot segment the market and successfully launch and develop its line of hotels. Marketing research has been a significant backbone for the success of Marriott. Therefore, marketing research is an important requisite for Marriott to keep track of their changing consumer and business customer needs, to identify new opportunities in the hospitality service sector, to further develop and differentiate its various brands, and to develop strong brand equity. Through marketing research, Marriott has scaled magnificent heights of operational success.
Branding is the talk of the town. Conglomerates spend millions on planning and implementing brand activities. New survey is published and contexts are developed on a daily basis in the effort to find the holy grail of brand management. Since the mid-80s, in general, researchers and specialists alike have explored the domain, scope and latent of the brand. Many different concepts, theoretical agendas and ideas have seen the light of day and, as a result, a wide band of different perspectives on how a brand ought to be conceptualized and managed is in play today
Different researchers have given their models of Destination Branding. They may differ from each other but the basic aim of all of them is same. They may follow different path but lead to same destination of building a Destination as a Brand through creating its Identity and Image in the tourists’ mind. Of the various available models, three models are being discussed in this study namely, Kaplanidou and Vogt Model, Cai’s Model and The Relational Network Brand Model (Hankinson Model).
4. Customer satisfaction has a mediating role in the relationship between corporate social responsibility and brand equity. According to his analysis, all of his hypotheses were proved.
A popular theory used in branding and marketing is known as customer-perceived value. This theory points out the successes of a product and is largely founded on whether or not customers believe it can satisfy their requirements. This process also emphasizes that when a company develops its brand and markets its products, it’s the customers who ultimately decide how they will understand and react to marketing messages. Companies spend a significant amount of time researching the market to get an overall picture of how consumers think and feel. A product is purchased by a customer if he believes that he will get more value from the product than what he pays and that other products will not have more value. The customer’s
Buyer power is very low in this market because one customer’s decision to use the service or not to use it will not affect the overall market. Likewise, one customer’s dissatisfaction will not influence a significant number of other c...
The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product. Brand awareness is the vital importance to marketing strategy and marketing communications because it links customer behavior to firms’ financial metric. Keller (2001), noted, customers’ reaction toward brand awareness is associated profitably brand equity.
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
As a result of the above they were giving less importance to customer satisfaction and customer relationship building. This form of strategy conformed to short term business motives. In a globalised and highly competitive world, modern marketing is about concentrating ...
The economy can be clearly identified as the most beneficial aspect of tourism. “According to recent statistics, tourism provides about 10% of the world’s income and employs almost one tenth of the world’s workforce” (Mirbabayev, 2007). In Australia alone, Tourism contributed $87.3 billion in 2012, and employed 908,434 (7.9%) people (Kookana & Duc Pham, 2013). Tourism is “one of the most profitable and rapidly developing industries in the world” (Popushoi, 2004). Every year the number of tourists increase dramatically and consequently the revenues from tourism will increase substantially.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
In today’s highly competitive global markets, the concept of brand equity holds a lot of significance, for the business survival and business
Loyalty customers gain the more cost advantage and benefit, this resist competitors very hard to match. Promoted cost bind to loyal customers to sustainable growing.
To promote destinations and build their unique touristic image, DMOs have started using social media as a destination marketing tool. It helps them have a better understanding of how tourists from around the world perceive this touristic destination and build marketing strategies on that basis (Neuhofer et al., 2012 as cited by Kavoura and Stavrianea, 2015) . Social media also help DMOs interact with the tourists and build and maintain online relationships with them which would attract them more to the destination and ensure their loyalty on the long term (Page, Buhalis and Hays,