Week 1 Evening 1 Tourism Marketing Principles
Week 1 Evening 1 Tourism Marketing Principles
Week 1 Evening 1 Tourism Marketing Principles
2
Class Attendance Reminder:
❑ Evening classes finish at 9 pm
❑ Daytime classes finish at 2.15 pm
✓ Leaving class early will result in your Register Status being updated to ‘left early’
✓ Consistently poor attendance = poor performance and potential impact on student
finance funding
20 mins early per
class x 2 classes per week
= 40 mins per week
200 minutes
x 5 weeks per
module = (3 hours & 20mins = nearly one
whole lesson)!!!
Resubmissions
Very Important Information – Sep 22 – Level 4
• If you fail Modules 1 – 4, you will NOT be able to proceed to the following year.
• If you have assignments outstanding for Modules 2 or 4, you MUST submit them within the
following deadlines:
• Module 2 – Resubmission 2 (the last chance!!) opens on 26th February and closes on 22nd
March.
• Module 3 –Resubmission 1 - opens on 19th February and closes on 15th March.
• Module 4 – Resubmission 1 - opens on 25th March and closes on 19th April.
Easter Holidays
Module Overview:
LO1: Demonstrate an ability to analyse the complex nature of the tourism marketing environment
using marketing concepts and techniques.
LO2: Understand the concept of market segmentation/target marketing and describe decisions
associated with these key activities within the marketing planning stages of a tourism organisation.
LO3: Analyse the effectiveness of the marketing mix.
LO4: Apply acquired knowledge of marketing and relevant skills to a range of real-world cases and
examples with the tourism industry.
LO5: Demonstrate appropriate academic writing skills, referencing and good academic practice and
make decisions on organising material in a logical and coherent way with an audience in mind.
.
Timeline of study
Introduction to Tourism
Marketing Principles and PESTLE, Porter Five Forces Revision and
Marketing Mix and SWOT Assessment Week
❑ LO4 Apply acquired knowledge of marketing and relevant skills to a range of real-world cases and
examples with the tourism industry.
❑ LO5 Demonstrate appropriate academic writing skills, referencing and good academic practice and
make decisions on organising material in a logical and coherent way with an audience in mind.
Presentation structure:
Slide 1: Introduction
▪ What is a marketing mix?
▪ What are The Elements of the 7Ps of the Marketing Mix?
Slide 2: Product
• Define "Product" in the context of tourism marketing.
• Highlight the tourism products and experiences of VisitScotland.
Slide 3: Price
• Discuss the "Price" component of marketing.
• Discuss pricing strategies of VisitScotland, such as dynamic pricing,
packages, or discounts.
Presentation structure: (Cont.)
Slide 4: Place
▪ Describe "Place" as the distribution aspect of marketing.
▪ Discuss the importance of location, accessibility, and
distribution channels of VisitScotland.
Slide 5: Promotion
▪ Explore the "Promotion" element of marketing.
▪ Discuss the promotion strategy of VisitScotland.
Slide 6: People
▪ Emphasize the role of "People" in marketing.
▪ Discuss the employee skills, experiences, and customer
service of VisitScotland.
Presentation structure: (Cont.)
Slide 7: Process
▪ Explain the "Process" component in marketing.
▪ Discuss the customer journey, from booking to the actual
travel experience of VisitScotland’s customers.
❑ LO2 Understand the concept of market segmentation/target marketing and describe decisions associated
with these key activities within the marketing planning stages of a tourism organisation.
❑ LO4 Apply acquired knowledge of marketing and relevant skills to a range of real-world cases and
examples with the tourism industry.
❑ LO5 Demonstrate appropriate academic writing skills, referencing and good academic practice and make
decisions on organising material in a logical and coherent way with an audience in mind.
Business Report structure:
Executive Summary (250 words): A suggested format
would be to create an introduction which defines tourism
marketing concepts. To provide the discussion, you should
Important notes:
LO. 4. Apply acquired knowledge of marketing and relevant skills to a range of real-
world cases and examples with the tourism industry.
❑ Take notes
❑ Tourism marketing is associated with most businesses, with marketing strategies in the field
of tourism (Persson-Fischer, 2021).
❑ Businesses must promote and advertise what makes them distinctive, why they are an
excellent alternative for travellers and any particular features for them to succeed (Tsiotsou
and Ratten, 2010)
❑ Today there are many countries in the world, where the tourism industry plays a major role in
economic development, enhancing their GDP (Persson-Fischer, 2021).
What is Tourism Marketing?
➢Li, X. (Robert) and Petrick, J.F. (2008). Tourism Marketing in an Era of Paradigm Shift. Journal of Travel Research,
46(3), pp.235–244. doi:https://doi.org/10.1177/0047287507303976.
➢Tsiotsou, R. and Ratten, V. (2010). Future research directions in tourism marketing. Marketing Intelligence & Planning,
28(4), pp.533–544. doi:https://doi.org/10.1108/02634501011053702.
➢Yung, R., Khoo-Lattimore, C. and Potter, L.E. (2021). VR the world: Experimenting with emotion and presence for
tourism marketing. Journal of Hospitality and Tourism Management, [online] 46, pp.160–171.
doi:https://doi.org/10.1016/j.jhtm.2020.11.009.