Marketing in Travel & Tourism

Course Description This course involves an integrated analysis of the role of marketing within the total organization. Specific attention is given to the analysis of factors affecting consumer behavior, the identification of marketing variables, the development and use of marketing strategies, and the discussion of international marketing issues. Policies Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:   University policies: You must be

It is desirable to develop demographic and psychographic profiles of these likely consumers (the target audience).

Marketing research is very important component of a business used to identify and define the opportunities and problems that they will encounter on the market. The aim

You should develop information provided in P1. You need to consider why these links exist and why relationships are formed, explaining how they affect the organisations concerned. E.g.

Markets consist of buyers that differ in their needs, wants, resources, locations, buying attitudes and buying practices. To reach customer insight, it is important to understand the needs of different segments and to communicate pertinently to them (Brown L, Brown C, Gallagher SM, 2008).

Market research helps the organisation to identify the most appropriate marketing mix. The mix should consist of the right

3. Identify the main market/s (source market, demographics, and visitation patterns) and how the destination is currently marketed to these potential visitors................................................................6

Market segmentation allows marketers to understand customers’ needs and identify target markets (Peter & Donnelly, 2011). Bright Light Innovations will be able to evaluate different segments to determine differential advantages in each of those segments. Furthermore, management will be able to determine any of the particular marketing mix for a more successful strategic plan. Market segmentation can be obtained by researching geographic data (zip code, region, etc), demographic data (age, occupation, nationality, etc), psychographic data (social status, personal type, etc), behavioral data (customer behavior), or any other data that can be beneficial to the research (Kawasaki, 2004).

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

Carefully evaluate the pros and cons of the segment markets and determine the market where the product has definite advantages over other

Another aspect of impact of tourism on a country’s economy is that it facilitates the expansion of the market of goods and services. Foreigners come to a country willing to spend money on different goods and services, thus increasing the amounts of sales. This is a great chance for producers and service providers to receive larger profits. This concerns not only hoteliers, tour operators, and souvenir shops owners. Public transportation, retail stores of different kind, restaurants, and cafes benefit from international tourism. Obviously, if these industries are in demand, businesses will be expanding. On the one hand, it means that more money is paid to the budget. On the other hand, profits generated by the owners are spent inside the country, affecting almost all the fields of the

* Targeting new segments will help understand the other market segments better which would help the firm with better experience in the future in case they tend to market newer products.

Gain insight into the current market segments and growing sectors of the population, along with generational data.

target markets with respects to that product. For this reason, in this report I picked

Analyse the Tourism New Zealand marketing strategy used to market New Zealand internationally in terms of the following components: