Marketing In Travel And Tourism Essay Example

my workplace, there is a Park Inn business hotel with a rating of four stars. This hotel has a total of 210 rooms and 10 meeting rooms, conveniently located near the Zurich airport. On a daily basis, effective communication and teamwork are emphasized due to the high expectations of our clients. Despite being classified as a four-star hotel rather than a five-star or luxury establishment, maintaining good communication between employees and departments is crucial in ensuring customer satisfaction. This allows us to effectively address customer needs, meet expectations, and fulfill special requests from our loyal guests.

At our hotel, we have a loyal guest who stays with us every week and always asks for an Ensnare machine in his room. To demonstrate our commitment to customer satisfaction, we bought an additional coffee machine specifically for him. With an average occupancy rate of 80% - 90% per year, we prioritize the needs of our guests as they are highly valued by us. We also have a program called miss I Can! which is aimed at enhancing quality. All new employees must complete a one-day course that emphasizes the belief that nothing is impossible when it comes to fulfilling customer desires. This course empowers workers to take certain actions, such as offering compensation, if a guest is dissatisfied or if there may have been an error. Our objective is to address any concerns and ensure utmost customer contentment.

When providing rebates or discounts, it is important to justify them. The creation of "The Business corner" in our hotel is a clear example of anticipating future customer needs. This service, which offers free internet connection, allows customers to

easily perform important tasks such as checking emails or printing boarding passes. Not only does it fulfill a customer need, but it also saves time for our reception team who no longer have to handle these tasks on behalf of the customers.

An example of "identifying, anticipating and satisfying customer requirements/needs profitably" at my hotel is a suggestion from the Sales & Marketing department. They propose to cater to groups of holidaymakers on weekends by offering a special bed & breakfast deal, with the option for dinner if requested. Additionally, we can provide bellboy service, despite not having one readily available. This service is in demand by older guests, as requested by travel agencies. The hotel aims to attract more customers and generate profit by offering this package deal, especially since the hotel is typically less busy on weekends as it primarily caters to business clientele. To effectively market this initiative, it is essential to conduct a comprehensive analysis of PEST factors, examining the market environment in three main parts.

1. The internal environment which it would be staff, finance and wages.
2. The marketing micro-environment which it would be the customers, agents and providers and obviously the competitors.
3. The marketing macro-environment which it would be the Politic, Economy, Coloratura, and Technology segments. The four mentioned before are known as the PEST. Let us explain generally about each of them and then we will be able to speak directly about the Hotel case.

Political factors have significant impacts on businesses and the market. It is important to consider government agreements such as NONFAT or SEAN, as well as

the repercussions of government policies, laws regulating taxes or fees, and even factors like government ethics, culture, and religion. Economic factors are also crucial to consider, especially when operating in a global market. This includes aspects such as trade, exchange rates, interest rates (including banking), inflation, and more. Additionally, coloratura factors vary depending on the country or even city, as seen in the case of India.

When discussing tourism, it is crucial to take into account different factors such as religion, the way citizens adapt and respond to foreign cultural influences, and people's mindset including "green thinking" or attitudes towards women. It is also important to mention ethics in relation to tourism. If tourism is conducted sustainably and responsibly, it can lead to positive change and enhanced welfare for society. Marketing also plays a key role in connecting tourism with development. However, it is essential for tourism to be carried out ethically in order for these benefits to be realized.

In the academic realm, some authors have examined the phenomenon of tourist marketing. However, only a small number of authors have connected it to concepts such as ethics, sustainability, and responsibility. In the business world, many individuals question how many companies claim to prioritize ethical principles without truly committing to them. To delve deeper into this topic, communication begins by scrutinizing and analyzing the most common criticisms aimed at marketing in tourist companies. However, the focus is on the importance of adhering to ethical principles and taking responsibility, as this will enable the development of specific initiatives aimed at achieving ethical management of tourism companies.

To summarize, the industry recognizes the importance of sustainability, responsibility,

and ethical principles. It is crucial to cultivate a reliable and accountable environment within companies to inspire employees in maximizing the benefits of their work. A responsible atmosphere motivates workers to understand customer needs and utilize various communication strategies to make a positive impact and persuade effectively. However, this must be done with transparency and without any deceit. Going forward, successful companies will prioritize not only creating value for owners or shareholders but also for customers and society as a whole.

Dishonesty or misinformation can present a significant issue for tourist companies. For instance, in our hotel one month ago, the garage was undergoing renovations. Consequently, the pathway from the garage to the hotel building was completely blocked off. This meant that customers had to traverse up the ramp they typically drove in with their cars. It was especially frustrating that customers were not informed about this inconvenience, particularly on unfavorable weather days. Additionally, there was also poor communication regarding the noise caused by the restoration workers. On another front, technological factors play a vital role in today's highly competitive market and function as a tool for globalization regardless of specific market type.

The use of technology is essential in improving companies' capability to produce superior, more inventive, and higher quality products at more affordable prices. Additionally, technology provides diverse communication channels for companies to connect with dealers, contacts, and other businesses. It is crucial to directly address environmental concerns, particularly within the tourism industry. The partnership between tourists and their chosen natural destinations such as chalets, forests, cities, countryside homes, landscapes, and villages is a pivotal aspect of tourism. In certain instances, the environment

itself serves as a major attraction for tourists in specific regions; one notable example is the famous safaris in South Africa.

During the 2009-2010 period, the tourism industry experienced a 7.9% economic growth, which continued into 2011 with international visitors seeing a 9.7% increase in the first few months of that year. However, tourism has both positive and negative impacts on the environment. On the positive side, there is an increased government focus on preserving tourist areas by maintaining historical buildings and natural scenery. This benefits both tourists and locals by encouraging ongoing visits and allowing locals to profit from tourism. Additionally, taxes generated from tourism profits can be used for restoration projects. On the negative side, issues such as inconsistent gray water management, contamination caused by tourist transportation, water shortages, and habitat destruction exist (Rowe et al., MOM 5-22).
In terms of my workplace in the hotel industry, we are influenced by political factors such as our proximity to Z; rich Airport impacting our business.Since we are not primarily a leisure hotel,guests typically stay for only one to three days rather than longer periods.Our location near the airport significantly contributes to our occupancy rates accounting for approximately 80% of our business.

The political influence is evident in the case of Lufthansa workers in September 2012. They faced increased taxes and reduced wages as the company aimed to lower flight prices and compete with low-cost airlines. Consequently, the demand for layovers with Lufthansa increased significantly, influenced by 20% of customers from Arabic, Asian, and African countries who visited in large groups on weekends. These customers were primarily interested in exploring the city's attractions, enjoying Swiss

chocolates, and shopping at expensive international stores.

The lack of certain elements in a culture or nation can be explained by customs, cultural variances, and economic influences. The image illustrates the substantial wealth generated by tourism through factors like income distribution, consumerism, discretionary income, fashion, trends, saving rate, etc. These aspects play a role in an economic cycle. In my workplace and the tourism industry at large, we can apply these principles by observing how customers participate in this cycle via shopping with various currencies, paying taxes, and even depositing their funds into the banking system.

According to the text from Tourism Principles Practices Philosophies - Eleventh Edition by Charles Golden & Brent Ritchie - Part 4 Chapter 14 Page 394-396, our hotel's high prices and relatively expensive products can be attributed to our city's renowned reputation for high Swiss quality and standard of living. Additionally, our pricing strategy aligns with the market segmentation process, which involves dividing the total market into smaller groups.

The tourism industry utilizes market segmentation to comprehend the market and its customer groups, enabling businesses to decide on appropriate services or products. Market segmentation is vital in this industry due to fierce competition. It involves categorizing groups with similar needs or desires, like CEO-Tourism, Wellness, Spa, Business, Beach Holidays, etc. This process greatly enhances the accuracy of our marketing endeavors.

A good segmentation should consist of groups or segments that possess the following characteristics: customers within the same group should exhibit similar preferences towards the Marketing Mix variable and segmentation dimensions. Customers belonging to different groups should differ significantly from one another in terms of their preferences for Marketing Mix

variables. The groups should also contain a sufficient number of customers to ensure segment profitability. Marketers must possess operational training in order to effectively identify customers, understand their needs, and select appropriate Marketing Mix variables, taking into consideration demographic dimensions, to make informed decisions about place and promotion. Segments can be created using various types of variables.

The diagram displayed above illustrates the most commonly used diagram for segmentation, known as a Pie Chart. In this chart, the groups are typically labeled with names, numbers, and percentages. It includes segments such as Universal Trade Tourism Holiday by Age, Free Times Activities, Holiday and Breaks Pre-Family, Leisure or Business Sex Holidays, Marital Status, Income (Socio-economic grouping), and Title=Segmenting 20thotourismrkmarketbout the hotel where I work.

In our market, we have segmented customers into various holiday groups. On a daily basis, we receive visitors from different countries, with a significant number from India, China, and Arabia. This is particularly evident on weekends.

Our hotel attracts various types of guests, including cultural tourists, business people, airline and airport workers, and individuals with layovers. Cultural tourists visit our hotel while touring Europe, spending a maximum of two days or even just one, as they explore the city. Business people appreciate the hotel's proximity to the airport and its location only ten minutes away from the city by train, providing convenience for their needs. Similarly, airline and airport workers find the hotel perfect due to its ideal location. Lastly, individuals with layovers also choose our hotel as a convenient stopover option.

Our hotel caters to various types of customers, including those who choose our location because of its proximity to the airport

or due to flight cancellations or delays. To better serve these specific customer segments, we must understand their needs and desires. For instance, we can consider establishing a special contract with a Swiss trips agency to offer holiday groups exclusive deals, such as discounted prices or promotions like "pay for two adults and get one child for free." Moreover, for business travelers, we can provide meeting room rentals that include a coffee break and complimentary pens and papers branded with the hotel's logo. Additionally, creating a designated "Crew Room" with a small kitchen would benefit airline workers, providing them with a space to relax and cook for themselves. As for layover guests who typically depart early in the morning, offering a takeaway breakfast package with our hotel's logo would be ideal since our breakfast service starts at 6:00.