Marketing and PR strategies of a tourism organisation

Published Date: 23 Mar 2015

Much of the hospitality and tourism marketing literature implies that the sector represent one more fact of service industry. indeed principles adapted from manufacturing and product marketing are applied to redefine marketing issues through the prism of product, place, price and promotion, adding people, processes and place in service context. In this framework, marketing strategies and tactics in hospitality and tourism are principally concerned offer to customer. The same concept applies, therefore, to marketing to hotel and restaurant customers, as those apply to marketing to laundry or financial service customers.

This chapter argues that these techniques fail to recognize the potentially unique relationship between guests and hosts. That is not to say that the more conventional rational approaches do not have a place, but there is a need to recognize that hospitality and tourism experiences have important emotional dimensions that traditional marketing approaches tend to underplay. By understanding the hospitality - based transaction between guest and hosts, marketers and commercial operates can deliver customer experience through which to build customer loyalty and robust business better able to withstand competitor pressure. The guest and host relation has a long tradition, pre dating modern hospitality and tourism business by thousands of years and the mutual obligation imposed on both guest and hosts, together with the study of hospitableness, suggest that commercial practice has much to gain from traditional understanding of hospitality. The chapter briefly outlines some of the issue related to hospitality and hospitableness and discusses the implication for commercial practice. For the purpose of this discussion, I use the term hospitality to refer to transaction between host and guest, together with culture and religious obligation associated with the two roles. Hospitableness, on the other hand, is exclusively concerned with host behaviour and the personal qualities used to ensure the well being and comfort of guests.

Marketing hospitality and tourism experience

Hospitality also suggest a commitment to meeting guest needs as the key focus in these essentially commercial operation and a nobility of purpose beyond the more venal commercial relationship implied in the hotel, the bar , or the restaurant. Hospitality implies a selfless commitment to the meeting of the emotional needs of quests whereas bars hotel and restaurant imply commercial relationship where service comes at a price, and only if profitable. The re-branding of bars, hotels and restaurants, and catering activities as hospitality may not have been a totally cynical step and one that just sounded right. Reference to the implied meaning does open up some interesting avenues of enquiry that may ultimately refocus commercial activities. certainly recent academic development, stimulating initially by in search of hospitality: theoretical perspective and debates have taken up some of the issue that the word hospitality implies, as a way of better informing the study of hospitality implies, as a way of better informing the study of hospitality implies, as a way of better informing the study of hospitality for those destined to manage hospitality business operations. Some comment at or suggest that two alternative school sort thought have emerged. Hospitality studies refer to the study of hospitality as a social phenomenon with tradition stretching across culture and historical time periods. An array of social scientist provides insights into the study of hospitality; the following are some example of other who has written about hospitality from specific social science perspective: anthropology social history, social geography and sociology. Each helps to establish a broader understanding of hospitality as a human activity with long and widespread antecedent. In fact, Derrida days, not only is there a culture of hospitality but there is no culture of hospitality. All culture complete in this regard and present themselves as more hospitable than others. Hospitality - this is a culture itself. The second school of thought can be said to be concerned with hospitality management and the management of hospitality business operations. This is the traditional perspective to be found across the international hospitality industry and in the educational provision for careers as managers in the education provision for international hospitality industry and in the education provision for career and managers in the sector. Here the concerns are primarily with an array of applied business management discipline in accounting, marketing, human resource management, operation management etc.

Inductive content:

E-marketing

The tourism industry has specific features that explain its importance for economic (regional) development and it's Inclination towards IT system and marketing technology. In addition , tourism greatly influence regional development, social, economic and demographic environment and with major changes taking place in international tourism, with tourist behaviour changing continuously as the type and duration of holiday taking changes, competition is growing faster than the pool of tourists, the tourism domain is an excellent example of the trend towards personalized services and a complex marketing mechanism and its reflects customers becoming a part of product creation. It should also be noted that, a number of non - IT technology related issues with regards to the tourism market and its customers, such as:

Dynamic market and network structures,

Pricing and market design

Designing and experiment business models

User decision modelling and usage analysis

Should be into consideration in to meet the challenges and explore the challenges and explore the opportunity as well as to improve e-marketability and capture the clear benefits of e-marketing, such as , overall customer - lifetime value orientation, customer dictates, selling process customization, interactive / information - enriched solution continuous customer interaction and customer expectation set by customer experience across the market.

The primary tool of growth and profitability for the tourism industry any country in will be the effectiveness of the marketing system. Based on the result of the overall analysis done and the supporting technology related project, within the context of its vision for e-marketing CTO should be transformed into a knowledge organization and a knowledge hub for the tourism industry as a whole, the tourist and its employees and CTO should increase its internal as well as external communication and become more and interactive through e-channel optimization. It helps to expend our tourism:

Establishing new channels

Creating new value

Extending new boundaries

Provide the capability for individuals to plan and manage their own program but also to e-mediatise to excel the e-marketing support capabilities.

Viral and guerrilla marketing: guerrilla marketing is unconventional marketing intended to get maximum result from minimal resources.

Viral marketing: marketing phenomenon facilitates and encourages people to pass along a marketing message. It becomes a tactic of guerrilla marketing plans, and therefore can been seen as either an included, or a separate practice arena. Therefore, when we speak about the two terms in this article, we will seldom differentiate.jay Conrad levis on is widely known as the father of guerrilla marketing he has written many books on the subject and can frequently be heard or seen in national press venues speaking about these phenomena. But, what is viral and guerrilla marketing, really? Are there any examples that the laymen have seen/ are there any campaigns that we have personally been affected by in this arena, simply not aware?

The most well known viral marketing campaign, which was part of an overall bootstrapped plan, is hotmail. The key to this campaign is something that resonates in everyday business these days. Always use a tag and signature line in every email that you send. Hot simply added, want free email, click here, to the bottom of every sent through their system, and organically grew from there.

Well given technology today, the easy answer is yes however, much likes saturation factors involve with any other kind of advertising or marketing, the viral and guerrilla tactics that used to work like a charm online, such as infiltrating chat rooms, or simply sending chain -like emails to al your friends, has not only become difficult, but some cases illegal.

Strategic customer relation

Strategic customer relation is played a very important role in tourism and hospitality. It is widely implemented strategy for managing a company interaction with customers, clients and sales prospects. It involves using technology to organise, automate, and synchronize business processes - principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the cost of marketing and client service. Customer relationship management describes a companywide business strategy including customer interface as well as other department. It makes help the tourism industry identify and target potential client and generate leads for the sales team. A key marketing capability is tracking and measuring multichannel campaigns, including e-mail, search, social media, telephone and direct mail. Metrics monitored include clicks, responses, leads, deals and revenue. Alternatively, prospect relationship management solution offer to track customer behaviour and nurture them from first contact to sale, often cutting out the active sales process altogether.

Brand identify and strategy

Brand represents the connection that is made between a buyer and a brand. When we interpret a brand, we use both our 'brain' and our 'heart' (i.e. emotional function). This is an important difference because intellectual explanation and emotional communication are in principle two wants of communicating a message. For David jobber branding representation a process by which a company differentiates its offer from competitors. Brand difference s is often related to attributes or benefits of the product related to attributes or benefits of the product itself. The most important thing in defining brand, mention added value that matches buyers needs most closely.

It is in the context of tourism that a geographic location is a destination brand is defines as a name symbol, logo, word or other graphic that both identifies and differentiates the destination; furthermore, it convey the promise of a memorable travel experience that is uniquely associated with the destination it also serves to consolidate and reinforce the recollection of pleasurable memories of destination experience. The product of tourism, more complex than most products, is an experience rather than a tangible good. The effect of globalization has a very important strategic process, because of the existence of the completion between many destinations that wish to attract investors and visitors. Destination branding has a significant importance now days, because there is a needs for a particular destination (a region, country, city) to be positioned in buyers and stakeholders awareness. It refers to a claim that the same destination product can be perceived differently depending on target group.

The Mediterranean region is the leading touristic destination. Mediterranean countries traditionally presented special travel offers for their countries and competed between each other. Tourism is mainly concentrated in the coastal areas which receive 30% of international tourist arrivals. The most widely used tourism development model in the region based on seaside summer holiday and the attainment of quantitative goals. International tourist arrivals in 1999 totalled 219.6 million. Projection shows that this figure could reach 350 million by 2020. 84% of the tourist in the Mediterranean comes from Europe, mostly from northern and western countries.

Network and relationship marketing: relationship marketing has an important part of marketing strategy for many firms in the travel and tourism sector. This paper looks at alternative approach to implementing relationship marketing and the opportunities - as well as problem -which it poses for the travel and tourism sector.

Academia and practitioners have recently been excited by the development of what has come to be known as relationship marketing. The travel and tourism sector have been at the forefront of development in relationship marketing, with airlines frequent flyer programmes and hotels loyalty club cards being highly visible examples of this. Like many new business ideas which have preceded it, relationship marketing has been elevated by academics to new paradigm for studying marketing theory and by many practitioners as a new holy grail. In reality, relationship marketing has come to mean quite different things to different people and what may pass in the travel and tourism sector for a scheme to develop customer relationship may in fact be little more than a short term sales promotion activity.

In view of the growing use and importance of scheme to improve customer retention rates within the travel and tourism sector, it is important to understand the underlying principle on which such schemes are based and the links between relationship building activity and profitability. This paper seeks to position the concept of relationship marketing within the context of the travel and tourism sector. It defines a continuum of activity from the short term and tactical to the long term activities which are at the core of the marketing concept.

Creating and developing Customer loyalty: last few decades the efforts to foster customer relationship have become important due to increased competition in the consumer markets. One of the most popular strategies has been to introduce customer loyalty programs which are believed to enhance customer loyalty. The popularity of customer loyalty programmes is based on the beliefs that loyal customers are lucrative and these programmes would bond the customer to the company. More recently however, the discussion whether these statement are accurate has started to blossom. Loyal customer is not necessarily as profitable as beloved. More ever, it is not easy for companies to gain competitive advantage through loyalty programs because almost all companies have similar ones. Purpose: this thesis evaluates, through a case study of a Swedish retail company, whether customer loyalty programs manage to create loyalty programs manage to create loyalty among their members. Different types of customer loyalty will be examined and evaluated with the aim to find out if any then can be created use of such as programs. A qualitative study several semi structure interviews were carried out with inters port and 20 telephone interview with INTERSPORT customers. Empirical material was analyzed with a reflection to the theoretical framework and the research questions. Customer loyalty programs can support the creation of loyalty, but should be seen as a complement to other aspects of the business namely, the productive line. The customer service and the store concept. However, sustainable customer loyalty is difficult to obtain because many customer today are loyalty are loyal to several companies instead of one.

Marketing theory and concept?

Market theory: marketing is not a modern invention. In fact it is an age old human behaviour that in use even before the invention of money. Even then bartering was the means used to exchange one good for another, unless both parties to the exchange were equally motivated, it was necessary for one party to convince the other to make the deal. When businesses started to develop they were at first small and located with the community. Everyone knew the business owners. So it was in their self interest to keep their neigh bars satisfy by producing the goods they needed and desired. When businesses were located in the community, marketing practices could be on the owner's personal knowledge of their customers.

When the size of businesses grew, they were no longer located the community. With the mass production of goods, owners no longer personally knew their customers and now had to seriously consider how to market their product. Business now needed to communicate the benefits of their product to potential consumers they did not know who had many products from which to choose. For this complicated task the businesses needed to employ people with marketing knowledge. During the early 20 century the demand from businesses for trainees marketing became a field of academic study at college and universities. The marketing approaches used to motivate people to make the exchange of money for a productive have changed and marketing theory has developed. Business could rely on the production approach because there was a great demand for mass produced goods however, when competition increased and demand decreased, businesses started to use a sales approach, where the focus was on developing the right sales technique. The current consumer approach to marketing focuses instead on the needs and desire of consumers, it is important for tourism markets to understand how modern marketing theory evolved why the consumer approach, although it takes more effort, is best suited attracting tourists.

Marketing concept:

People hold a variety of misconception about marketing most common is its confusion with selling and advertising. Selling and advertising are actually types of promotion which is only a component of marketing. Marketing involve much more, including product development, place and pricing. It require information about people, especially those interested in what you have to offer such as what they like, where they buy and how much they spend. Its role is to match the right product or service with the right market or aundice. Marketing, as you will see, is an art a science. According to the American marketing association, marketing is "the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchange that satisfy individual and organizational objectives".

Modern marketing is a way of doing business, heavily based on the marketing concept which holds that businesses and organization should:

Design their products to meet customer needs and wants.

Focus on those people most likely to buy their product rather than entire mass market.

Develop marketing efforts that fit into that overall business objective.

By adopting this concept you not only provide your customer with better product, you will avoid wasting valuable time and money developing and promoting a product or service nobody wants.

Earlier it was mentioned that a product can be ideas", goods, or services". Since tourism is primarily a service based industry, the principal product provide by recreation business are recreational experience and hospitality. These are intangible products and more difficult to market than tangible products such as automobiles. The intangible nature of services makes it more quality control difficult but crucial. It also makes it more difficult for potential customers to evaluate and compare service offerings. In addition, instead of moving the product to the customer must travel to product. Travel is a significant portion of the time and money spent in association with recreational and tourism experience and is a major factor in people decisions on whether or not to visit your business or community.

As an industry, tourism has many component comprising the overall "travel experience" along with transportation, it includes such thing as accommodation, food and beverages services, shops, entertainment, aesthetics and social events. It is rare for one business to provide the variety of activities or facilities tourist need or desire. This adds to the difficulty of maintaining and controlling the quality of the experience. To overcome this hurdle, tourism related business, agencies, and organization need to work together to package and promote tourism related business, agencies, and organization need to work together to package and promote tourism opportunities in their areas and align their efforts to assure consistency in product quality.

Holiday inn hotel London Heathrow Ariel

Holiday inn hotel London Heathrow Ariel is just 15 minutes Heathrow Ariel airport by shuttle bus at the homely holiday. Take the handy

Hoppa shuttle bus from outside the hotel to reach Heat Ariel airport check- in desks in 15 minutes. We are easy to reach by car, less than 2 miles room the m4 motorway, and it's a short drive to do business with Heat Ariel-based companies such as BA.A. holiday Inn London Heart Ariel offer 6 bright meeting rooms where you can hold seminars and workshops for up to 50 delegates, wireless internet in the hotel's public areas keeps you connected and there a 24 hour business centre for printing and email.

That is a very beautiful and attractive building and all facilities is very good because it is a very smart and educated and skilled staff here. There is a very big swimming pool and also a big parking its capacity is 89 cars at a time. There is 4 rooms for specially handicapped persons and a lot of facility here and lot of umbers rooms in hotel. Also meeting point business meeting and especially for family packages for family and special packages for them. Business hotels of the world group. All holiday inn hotels are boutique properties, offering between 184 exclusive rooms. The Holiday Inn hotel properties for their convenient and strategic location within major cities throughout the country. Also synonymous with the brand are the high level of personal service guests received, and the extensive range of comprehensive business facilities available in luxurious setting. The Holiday Inn 162 non- smoking rooms and guest stay here very comfortably. Holiday inn as an awhile, but will attract frequent business travellers, who require a higher level of personal service and recognition than can receive at competitive five star properties in London. This will provide Holiday Inn with an opportunity to leverage its core competencies regard servicing the business traveller in a luxurious environment.

Holiday Inn Hotel, heart A is dependent on annually contracted clients from the travel trade , automotive and IT sectors with guaranteed room night per year. The current market somewhat depressed, due to the economic London and restriction being made corporate travel within London. The threat to the critical corporate sector could be considered as short to medium term, as indications of a return to business travel are observed. Holiday Inn Heart Ariel is dependent on annually contract client from travel trade, automotive and IT sector with guaranteed room night per year.

The Holiday Inn Hotel offer value and benefits to clients, over and he standard of our facilities and affordable rates. They seek to provide our guests with an exemplary personal service, and level of recognition that have come to rely upon. They provide guest with a luxurious, relaxed environment with which to conduct their business. An environment which they cannot find at larger, more impersonal competitors. Guests need to know that they can develop a relationship with the hotel that will ensure efficiency, value for their money and reliability in supplying them with the support they need, when they need it. Holiday Inn Hotel operates in a city with a very strong sense of community:

Economic: the recent recession has smaller business oriented hotel chains go into liquidation, as they do not possess the infrastructure to support under-performing properties as the larger chains do. Although recovery is beginning , it may take some time before corporate travel policy restrictions are fully lifted and business travel returns to the same levels of the past some years.

Social: the trend towards cost effective business travel leads hotel guests to seek more value for money, which is where our added value differentiation strategy comes into play.

Technological: the installation of on boardroom reservation systems on certain aircraft will require system integration with hotel group own central reservation system. This will require a high level of investment.

Strengths

Strategy: established differentiation strategy.

Structure: three floor, interior corridor, very good structure, big parking.

Skills: divers range of service skills within management and staff.

Style: strong, participative culture.

Staff: Specialized and experienced staff that is motivated and highly skilled. A well trained team who are proud of their hotel and respect and promote the brand values.

Shared values: Clear and well communicated.

Brand Strength: Brand values well represented engendering brand loyalty amongst existing and new guests.

Reputation: a strong reputation within the local market and corporate and travel trade markets for reliability, exemplary service and quality.

Weakness

Strategy: Separation strategy requirements to be extra clearly communicated outwardly, within limited and nation markets.

System: Formal system result from the detail oriented work and environment. Interdepartmental communication could be improved.

Staff: seasonal turnover requires ongoing training and orientation of new staff.

Facilities: certain rooms require renovation and upgrade as regards technical equipment, such as high speed internet access and laptop links.

Opportunities

Market: returning growth after a period of slump.

Competitors: No direct competition exists at present, in terms of the five stars.

Suppliers: strong, long term relationship established with supplier.

Guest Dependency: Repeat corporate business based on personal service and quality, in a very big and luxurious environment.

Threats

Market entry: potential for a competitive, global brand to enter the market with a similar product.

Substitutes: fully furnished and serviced business offering lower daily rates.

Economy: recovery from slight recession may take time.

Competition:

Although no direct competition exists, in terms of the five stars plus boutique-style property, other five star hotels and several serviced apartment do compete for the same corporate business sectors.

Direct competition

Milestone hotel. The Ritz London etc. These five star hotels give direct competition.

Market strategy:

Our marketing strategy objective is to communicate the unique set of services that we offer to discern hotel guest. We attend met to direct the focus of our guests to issues of quality and value for the money as opposed to simply the bottom line costs associated with their stay.

Our marketing strategy will allow us to communicate our brand values, develop close working relationships with our customer and suppliers and identify the needs of our guests in an effectiveness manner. Continued differentiation and growth are two goals we have set for ourselves. Growth will take place by targeting new areas within both local and national communities

Value proposition:

Holiday Inn offers the best, most personalized service for the corporate traveller. We include essentials in every room, such as a nice desk, internet connection, wireless access, and provide easy to access meeting with all audio _ visual and technology needs as well as catering for longer meetings.

Critical issues

We have much strength including our differentiation strategy, our flat high skilled and well trained staff. Our weaknesses involve the need to communicate our strategy more clearly in the external environment, our high staff turnover and training requirement to seasonal fluctuations. Although there is low to medium threat of a competitive brand entering the market, there are also opportunities as regards the high level of dependency of our guests for our particular service and our strong position.

Evolution

It is important that marketing efforts be continually evaluated. This will improve the effectiveness of marketing strategies by quickly identified differences between actual result and expected performance and determining likely reason for the success or failure to realize objectives.

A framework for evaluation would include:

Determining which elements of the different marketing mixes are most important to evaluate it is rarely possible or cost effective to evaluate all elements.

Establishing performance standard to compare against actual result - marketing objective if properly formulated, should serve as performance standards.

Development of formal and informal methods for collecting data on actual result - there are many ways different elements of marketing mix can be evaluated. For example, promotion can be evaluated with money off coupons. Specials information request forms, telephone numbers to call or post office box numbers to write to can identify the area the request is coming from. Also, formal and informal survey can be used to determine the promotional material the customer used in planning the trip.

Comparison of result with objective.

Determine of needed changes.

Conclusion

Customer satisfaction in tourism is greatly influenced by the way in which the service (hospitality) is delivered and the physical appearance and personality of the business. It is critical that these elements be communicated in the best possible manner to convince people to come and experience what your business or community has to offer, equally important is the ability to generate repeat business because of your efforts. Thus, marketing becomes the method to reach potential visitors. It is a vital part of tourism management and can be done effectively and well, with sophistication and tact, or it can be done poorly in a loud, crass and intrusive manner. Hopefully, this bulletin has given you the basis for basic for the former rather than the latter. Remember that to do an effective job at marketing:

Adopt a strong customer orientation which includes regular research and assessment of their needs, wants and attitudes.

Allocate sufficient resources and time to marketing.

Assign formal responsibility for marketing to one person or department.

Develop and regularly update a marketing plan