MARKETING STRATEGIES

Marketing in Travel and Tourism

Marketing in Travel and Tourism

This paper focuses on the opportunities within the tourism market with appropriate market segmentation, and a marketing mix with its approaches. Finally, it seeks to highlight the XYZ tourism company marketing strategies. Tourism has been one of the most prominent and high-profile industry to exist on the face of the earth. Travelling, leisure, recreation, all have been significantly associated with tourism since people visits different places, exploring all sites and sounds to satisfy their innate need for adventure and peace at the same time (Desai, 2004).

Opportunities within the Market for XYZ Tourism Company

Micro-Environment

It includes all factors that are outside the organization, but have a significant impact on the strategies and management's marketing views and enable the company to build good relationships with its customers. The most important marketing aspect of travel and tourism is the place which has been put up for advertisement. Geographers have also played an important role in infusing critical perspectives into tourism research. Places are symbolically marketed as desirable experiences that impart status to those visiting or consuming them. The political ecology framework is particularly suited to looking at the impacts of nature protection for economic development and struggles to maintain customary land use, livelihoods, and access to natural resources (Hekansson and Waluszewski, 2002).

Fig 1: Micro-environmental factors.

SWOT Analysis

Fig 2: SWOT Analysis.

Macro- Environment

The natural surroundings we reside in be capable of to be very unpredictable. All associations have it's interior flaws and power; however the out-of-doors globe will furthermore have a foremost influence on the company's upcoming opportunities (Ford and Saren, 2001).

Fig 3: PEST Analysis.

PEST

The Political Environment

The legal environment may be explained by all laws, regulations and product standards in the tourism sector. Indeed, tourism activity guided by clear procedures that define the regulatory and tax advantages that companies can benefit in their activities. Thus, the legal environment is a factor to be considered by tourism enterprises in their current and future strategic directions (Ford and Saren, 2001).

Economic Factors

This is marked mainly by the degree of state intervention in the tourism sector established programs and policy choices involved. Thus, the tourism sector is seen by the intervention of the state during the 60 to regulate and promote it (Gary and Philip, 2007).

Socio cultural Environment

The socio-cultural environment is all lifestyles, modes and levels of education in society. Thus, culture can be a determining factor in the strategies of tourism businesses tends to offer a product whose major component is the national culture (Gary and Philip, 2007).

Technological Environment

Creativity and innovation have become key assets for tourism businesses; they appear as the best guarantor of the activity. Thus, the impact of Information Technology is due: Development Trade B to C: tourism can be considered one of the main market of Internet trade (Ford and Saren, 2001).

Market Segmentation

In the approach, of planning the development of tourism and hospitality, it is necessary at first to determine the goal market segments ...