• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

tourism marketing

Extracts from this document...


Critically examine the ways in which tourism marketing strategies and activities are responding to progress in information technology. The objective of this essay is to examine the subject of tourism marketing, with the main focus on how tourism marketing strategies and activities are responding to progress in information technology. Firstly, there is a brief outline of the key concepts in both tourism and marketing, followed by an introduction of IT and how it has been applied in the past. The essay then develops further with a more detailed examination of IT as it is presently, and its affect on tourism marketing. Finally, there is a conclusion, with a summary of the main points illustrated. "Tourism involves the movement, accommodation, entertainment and general servicing of clients from one geographical location, to another. These activities must be combined differently, integrated and 'packaged' to suit complex and rapidly changing consumer requirements." (Poon, 1993). Governments encourage the growth of tourism, as it is a powerful source of economic activity. The marketing of tourism, like all businesses, requires a need to create customer value and satisfaction. Marketing (in brief) is about identifying and satisfying consumer needs at a profitable level. Part of this process is creating a suitable marketing mix that can be used to its fullest potential (by giving you a competitive advantage), which commonly comprises of product, price, place, and promotion. Of course, there is a lot more to explain about marketing, but the main focus of this essay is to look at IT with tourism marketing. "Quality is critical for competitive success. The potential of IT to improve the quality of travel and tourism services is currently under-exploited" (Poon, 1993). ...read more.


It is the primary digital format for powerful marketing in use today. Consumers, on the other hand, benefit by being able to undertake on-line reservations, and in their own time, perhaps when other travel agencies are closed. They can access accurate, reliable and up-to-date information to purchase only the most suitable products for their own individual needs. Although in marketing it is difficult to satisfy everyone's needs, this process makes it that little bit more possible. To add to this, users are empowered to gain information on a whole range of additional data about the resources, history and, social/economic structure of their destination. Parallel with the Internet, there is the World Wide Web (WWW), another powerful marketing tool. The first and most basic commitment a company can make to the Internet is to establish its own Web site. This, again, allows them to build a relationship with users, inviting comments and feedback, so to "push" relevant promotional messages to the right markets. The website essentially acts as a channel of communication and distribution, offering users the opportunity to book online, hence enabling the delivery of information and selling simultaneously. They can reach a mass audience directly and tour operators, for example, can distribute electronic brochures and booking forms through the WWW directly to consumers, even niche markets. This saves the cost for developing, printing, storing and distributing conventional brochures, which is estimated to be approximately £20 per booking (Cooper et al, 1998). It is emphasised by Liu (2000) that in the travel business, the Web's flexibility and instantaneousness in information transmission is invaluable. However, it should also be stressed that such technology is likely to result in increased competition between some products. ...read more.


An expansion or growth of this kind of technology is the new ticketless-travel or e-ticketing, where check-in is done with proof of identity and a booking reference number. This saves the cost of printing, postage and time. In conclusion to this essay, I will draw together the main points. First of all, tourism is an extremely important industry to the economy, and a growth industry. The marketing of tourism, like other products relies heavily on customer value and satisfaction. However, the various forms of information technology have allowed tourism marketing strategies and activities to be carried out more easily and effectively. For instance, companies can best enhance their competitive performance by effectively exploiting new technologies, such as CRSs, GDSs, Internet, WWW and many more. The electronic distribution systems have undoubtedly led to major structural changes within the tourism industry. CRSs have grown to a point where they are industries in their own right, and GDSs have brought about marketing opportunities that offer great potential for increased hotel sales. Besides this, the Internet and WWW have enabled an improved means of marketing directly with consumers. The interactivity and communication is fast and allows for immediate response to consumer needs, which in turn helps build on relationship marketing and customer loyalty. The consumers, on the other hand gain benefits of having the ability to purchase products that are suitable to their own individual needs, as well as getting additional information on the history and social/economic structure of their destination. Overall, IT has grown quite significantly in the last decade, and tourism marketing activities have successfully utilised the new technology to put them at a better competitive advantage, improving the service to customers. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Marketing Strategy - Nintendo Gamecube

    expenditure on all costs other than fixed asset purchases). Additionally, if the marketing strategy is successful in generating more sales, customer service staff need to be on hand to deal with more enquiries and orders from customers. For example, within the first few weeks of X-Box's launch in Japan, many customers were complaining that the machine was 'scratching' the game discs.

  2. Produce a marketing strategy for a new or existing product

    This means Cosmopolitan can only cater for specific group with a particular likes and dislikes. This is why I am talking in point of view of the contents and not the whole readership. Magazines such as Company and marie claire might have the same readers with the same likes and

  1. Executive summary

    They may make sure that their primary markets receive intensive, individual attention. Secondary markets may be handled by distributors and in a few markets orders may be accepted only at premium prices. (Piercy, 1984/84) The strengths with a market diversification strategy include greater flexibility, less dependence on a few markets and the possibility to spread and reduce risks.

  2. For this project I have been instructed to come up with a marketing strategy ...

    that this is exactly what the target market does not want, they want phones that are simpler to use. Pricing strategy As Nokia will be entering a new market as part of the new market strategy, I have decided to change the current pricing plan to a mixture of two

  1. This coursework entitled "Marketing" is about creating a marketing strategy for a new or ...

    This would change the expected pattern of either model. However, current economic conditions are good and unemployment is at a record low (4.7%) so it does not appear this will be a problem in the near future. There is therefore likely to be the opposite effect; there will be higher

  2. Marketing Thorpe Park and London Dungeons.

    the day and race family and friends to decide who the ruler of the sea is! Take the 40-foot plunge aboard your inflatable 'yellow submarine' and brace yourself for a soaking when you hit the lagoon below. Logger's Leap A good share of spills and a hair-raising, hair-wetting double drop aboard the Logger's Leap ride!

  1. edexcel Marketing Assignment

    that the state therefore also had obligation to ensure that aggregate demand is sufficiently high to ensure that the level of employment is kept high, in other word, that the level of unemployment is kept down. From coursewrok work info The impact when there is a war and increase in oil prices, is more likely to affect the business (T.

  2. This report will focus on the adult palliative care provided by SAH proposing a ...

    Promotions mediums at present are very old fashioned with a main emphasis being placed on person-person promotions. Public Relations (PR) SAH have at present a very efficient PR team. Strong relationships within the community and the local press have allowed them to market fundraisers and market the profile of the hospice.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work