• 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...

Introduction

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.

Middle

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.

Conclusion

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. In short tem Quality Craft Carpet Ltd should focus on direct marketing strategy to ...

    External sources, these data are generated by sources outside the organization including data produced by the government and publishers of the directories, newspapers, periodicals and research reports. Focus Group Interview Focus group interview is the major marketing research tool for gaining insight into customer thoughts and feelings.

  2. Sullivan Ford Auto World Report - Discussing Marketing in the Service Industry

    "Orders had continued to be hand-written on large yellow sheets, with carbon copies below" and by computerising these orders speed of service can be enhanced whilst protecting important documents against unforeseen circumstances such as fire. After these improvements have been adopted it would be wise for Carol Sullivan-Diaz to evaluate

  1. Strategic Marketing Report - Virgin Trains

    using certain characteristics like: * Geographic * Socio-demographic * Psychological * Behavioural * Operative * Purchasing * Situational * Personal Virgin could segment the market to make it easier because the market is too numerous, widely scattered and varied in their buying requirements and needs.

  2. Marketing Thorpe Park and London Dungeons.

    YOUNG THRILL SEEKERS Rides Minimum Height Location Fantasy Fish 1.3m (max) Octopus Garden Galleon Race 1.3m (max) Octopus Garden Happy Halibuts 0.9m - 1.3 (max) Octopus Garden Neptune's Beach Exclusive for family groups Neptune's Kingdom Ollie Octopus 1.3m (max) Octopus Garden The Sing Zone -- The Show Case Sea Snakes & Ladders 1.2m (max)

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

    For instance if Cosmopolitan decide to lower their prices this is advantage and successful approach in gaining more readers. When the consumers will see this price they will definitely buy the magazine this will be able to provoke other competitors consumers, allowing the readers to actually read the magazine and pick it up the next time too.

  2. RELATIONSHIP MARKETING AND CUSTOMER LOYALTY

    strength of ? relationship marketing, and construction of ? measure for th? probability of customer loyalty and predicting future purchase frequency (Gundlach et al., 1995, pp 23-90, Morgan and Hunt, 1994, pp 34-111, Dwyer et al., 1987, pp 34-78). Wilson (1995, pp 23-191) noted that th? commitment was th?

  1. Marketing Strategy - Nintendo Gamecube

    Focus groups. This is an American term for group discussions, i.e. small-scale, in-depth research into the reasons behind consumers' habits and attitudes. I don't think that this method is a suitable one for the Gamecube, because customers' attitudes and habits are continually changing and so results obtained from a focus

  2. Research in to setting up a specialist foot massage boutique.

    What Magazines Do You Read ... Market Segment I went to the chosen location of Oxford Street and approached people who were in the market segment in which I am targeting. This is the part of the market in which groups of people with similar characteristics are linked and in this case the busy shoppers and businessmen and women in London.

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