Travel Reference
In-Depth Information
UNIT SUMMARY
In this unit you have investigated the factors infl uencing marketing in the travel and tourism sector, and have
seen that marketing is a crucial aspect of management for organisations of all sizes. Components of the
marketing mix have been investigated in detail, from the product life cycle and PR to advertising and direct
marketing. You have explored market research activitie
s
in travel and tourism, looking at the main primary
and secondary research sources. You have also learned
about practical aspects of promotional campaigns
in travel and tourism. Throughout the unit you have been shown examples of good practice in travel and
tourism marketing from many component industries withi
n
the travel and tourism sector. The case study
on Isle of Wight Tourism illustrates how a public sector org
a
n
is
ation adapts the marketing mix to meet its
particular objectives.
If you have worked methodically, by the end of this unit you shoul
d
:
•
Understand the factors infl uencing marketing in travel and tourism;
•
Know the marketing mix (the 4 Ps) of a travel and tourism organisati
o
n;
•
Be able to conduct a market research activity for a travel and tourism or
g
anisation;
•
Be able to organise a promotional campaign for a travel and tourism organisation.
You are now in a position to complete the assignment for this unit, under the d
ir
ection of your tutor. Before
you tackle the assignment you may like to have a go at the following questions t
o
help build your knowledge
on marketing travel and tourism products and services.
TEST YOUR KNOWLEDGE
1.
Give 6 actual examples of travel and tourism market
i
ng that you have seen recently.
2.
What is the defi nition of marketing given by the Char
t
ered Institute of Marketing (CIM)?
3.
What does PEST stand for?
4.
What are the main political factors affecting travel and tourism marketing?
5.
Give 3 internal secondary research sources.
6.
Name 2 Acts of Parliament that aim to protect the travelling pu
b
lic.
7.
What are demographic changes and how do they affect marketing
?
8.
Name the 4 Ps of the marketing mix.
9.
What is a USP?
10.
What are 'channels of distribution' in travel and tourism?
11.
What is a promotional plan?
12.
Name 3 different types of promotional materials used in travel and tourism.
