TOURIST CONSUMER BEHAVIOUR AND MARKETING EXECUTIVE SUMMARY
In the tourism sector, the behaviour of the consumer or the tourist is changing day by day. As they have becomes more trendy product oriented thus, they are trying to achieve those in their destination. At the same time, they are trying to get those things in cheaper value. This is going to be a serious issue as most of the organizations is not yet prepared with the trendy products. However, it will be observed in the Windsor castle that there are all facilities available for the tourist and the internal section is well decorated. In spite of the facilities will be observed that price of the commodities is a serious barrier in the consumer service process. In this report, it will be mentioned that there should have a proper communication and awareness strategy through which the organization can be able to attract the consumers towards their products. Thus, the marketing department will also be increased and the behaviour of the consumers will be changed. Table of Contents
Introduction 4
Situational Audit 4
Figure 1: Situational Audit 8
Marketing Objective [SMART] 8
Communications Campaign 10
Reference list 13
Appendices: 15 Introduction
In the tourism sector, the behaviour of the consumer or the tourist is changing day by day. They are attracting towards the trendy products and at the same time, they are trying to get those things in cheaper value. In this report, the process of the organization to
The hotel industry is a labor-intensive service industry dependent on the availability of high-quality employees to deliver, operate and manage tourism for its survival and competitive advantage (Amoah & Baum, 1997). The tourism industry is one of the most essential area in coming years. It has the opportunity for a rapid growth. The needs of the hotels are also increasing and it has the potential to provide employment to many people around the world. It is also observed and researched the there is a need of qualified and educated staff. They should be more skill full and aware of new trends and demands of the industry. They should have sufficient knowledge to satisfy the needs of
The success and performance of the company is considered high for the cruise industry. Based on their corporate culture, the company has two main targets - to provide excellence and elegance as the value of their service, and to employ these concepts into their marketing communication in order to sell the experience of traveling
Globally the tourism and hospitality industry is undergoing and evolving the radical changes. From the past experiences are now advancing at greater pace through faster development of skills and knowledge developed to create and adapt innovation in several ways. Therefore, it is important to have greater understanding of current issues and knowledge in order to cope with future challenges effectively.
The purpose of this report is to analyze how do the most influential international tourism operators like Contiki use their marketing strategies to maintain comparative not only in the traditional tourism market, but more considered in taking strategic positions, and gradually gaining competitive advantage in the emerging markets of organization of tourism.
On this portfolio, it will be introduced a company and how it is positioned within the Tourism Industry. It will be provided and introduction of the organisation selected, Shearings Holidays, where it will be explained the nature of the products and services it offers, it will be also identified its key factors that will influence the organisation demand for products and services. A briefly examination on how the organisation limits the competition it faces from rivals will be given. To finalize the portfolio a summarized conclusion will be given on the overall behaviour of the company’s structure.
Tourism websites often glaze over the potential dangers or drawbacks of the destination being advertised as a method to entice travelers to visit. Advertisers provide tourists with both excitement and comfort by balancing the portrayal of differences and similarities between destinations and western-civilization which are both tactics depicted by Wendy Hesford and Brenda Brueggemann in "Travelling Gazes: Shaping Mobile Identities". Elements of style are also used in advertisements to lure tourists to a destination as explained by Catherine Lutz and Jane Collins in "The Photograph as an Intersection of Gazes". Chicago, Illinois shamelessly uses these methods to highlight the art, landscape, and attractions of the city in their tourism advertisements and to detract from the issues with crime rates, safety, and poverty that are depicted in newspapers such as The Chicago Tribune, The Chicago Reporter, and The New York Times. These sources as well as "Community characteristics and in-school criminal victimization" (Richard Clark and Steven Lab), "School Violent Crime and Academic Achievement in Chicago" (Julia Burdick-Will), and various tourism websites will aid in my discussion of the misleading advertisements used to characterize Chicago.
Tourism & hospitality is one of the world’s rapidly growing industries as income is generated through the expenditure of goods & services required by tourists. The tourist is therefore very important to the wellbeing of many countries.
This approach allows the researcher to carry out the research for both practical and theoretical reasons (Maylor and Blackmon, 2005). The main focus on these case studies will be investigating how Maldives, Taiwan and Phuket rebuilt their tourism sector by using destination branding concepts and trying to generalize if the same concepts could be recommended for Haiti. “This approach will allow the researcher to eliminate external sources of variation and look systematically for patterns of action” (ibid: 246). According to Blaikie (2000), this approach is also the most suitable due to the short time and limited budget of the researcher (cited in, ibid 243).
Tourism is one of the most exciting and progressive industries in the world. Tourism today is a leisure activity of the masses. People travel to international destinations to break the regular monotony of life. They are mainly attracted by either the scenic beauty of its nature or by fascinating leisure, sports and adventure activities offered by the destination. However, every destination has some internal strengths and weaknesses that either enhance its capacity to attract foreign visitors or diminish it. Similarly the external environment can create various opportunities or exposed to threats as well.
The following literature is suggesting that how a tourist destination can be analyzed with the help of Butler's Tourism Life Cycle Model. Butler (1980) introduced the concept of the model which clarifies and extends earlier work by, for example, Cristaller (1963), Noronha (1976) and Stansfield (1978). In doing so, Butler clearly links the development cycle of tourism destinations to that of products in the product life cycle model. This is one the best used management framework to know the evolution in a tourism destination as described by Baum (1998), the original Butler's model included:
It shows the life cycle of the development stage of idea or product and it can also be redeveloping because of the growth and maturity (Marr, 2012). CTSHK have provided different type of tourism products to satisfy customer need. However, the product innovation is lack because CTSHK ignore the part of the growth and maturity. New product will become out-dated and common after the growth and the competitive advantage will be reduce. It reflects that CTSHK provide the numerous tourism products but ignore the redevelopment on product and service and it affect not only the innovation of product but also the sustainable competitive advantage of
The demand of services in the travel and tourism sector is increasing from years and they are met with the methods opted by the organisations for their firms to reach new heights.
The Travel and Tourism industry is still one of the largest single businesses in world commerce and its importance is widely recognized. The tourism industry is now one of the largest sectors earning foreign exchange. In the face of many benefits, many countries have started assigning due weight age to the tourism industry in their national development agenda. Tourism is an industry that operates on a massively broad scale: it embraces activities ranging from the smallest sea-side hotel; to air-lines, multi-national hotel chains and major international tour operators. Originally, non-traditional industries such as tourism emerged as a solution to strike a balance between ecology and industry
Destination factors are another factor which influences the supply on tourism regions. There are many elements of destination factors, but the main aspects of destination factors are ‘quality of the products and technology’. The quality of the products provides the main image of a particular company.
In the year 2006, they won the award for the ‘Outstanding Company’ in the field of Business Development from the National Identity Board. They also won the award of Excellence (Recreation tourist attraction). In the year 1996, they won the 1st Thailand Tourism Awards and the 7th Thailand tourism awards in the year 2008. They also won the Thailand Creative Event Awards in 2010 for different categories like Team Building Activity Category, Total Experience Category and Theme Event Category. They have also been rewarded with Earth Check Bronze Benchmarked Certificate from the year 2000-2012.