Digital Marketing for Tourism and Hospitality Assignment Sample

• Subject Code : THT2112
• Subject Name : Digital Marketing

MARKETING IN TOURISM INDUSTRY

Table of Contents

Introduction 

1. Identify the purpose of the site 

1.1 Digital-Business and Digital-marketing Opportunities 

1.2 Owned, Paid & Earned Media 

2. Web Business Model 

2.1 Different Forms of Online Presence 

3. Target Market for the Site 

3.1 Target Marketing Strategy 

3.2 Build Personal Attributes into Personas 

4. Online Consumer Behaviour Issues 

4.1 Reasons for Purchasing or not purchasing online 

4.2 Identify Behaviour in Response and Purchase Values 

5. Dynamic Forces 

5.1 Internal Environment 

5.2 External Environment 

5.3 SWOT Analysis 

6. 7C’s of Customer Interface 

6.1 7P’s of Marketing Mix 

7. WebQual 

7.1 WEBQUAL considers 14 dimensions 

8.  e-CRM, and the effectiveness of its online branding 

8.1. e-CRM Activities 

8.2. Benefits of Using e-CRM to Support Customer Engagement 

Conclusion 

Reference list 

Introduction 

The aim of this report is to gain the apprehension of digital world and by the help of online presences the travel and tourism industry is maintaining their status. Intrepid travel is one of the most reputed companies in Australia as it holds the main purpose and segmentation of travel industry to be signified. The company uses digital media to use their significance according to the need of the country. The usage and purpose of the suite as well as the typical form of business media has been mentioned for the   better understanding of the travel corporation. The different opportunity of the digital marketing as well as the proper comprehension of the relevant process has been properly described. The prospect of maintaining the status which could make the sustainability of the travel and tourism-based composition would be helpful by this possible implementation.  

1. Identify the purpose of the site 

1.1 Digital-Business and Digital-marketing Opportunities

The purpose of the site of Intrepid is to grab the opportunities of digital marketing. The site will help the customers of different countries in the international market to avail the services of Intrepid. Moreover, a significantly wider range of customer base can be reached with the help of this site as majority of people in the world are currently accustomed with digital technology (Arifin, Ibrahim & Nur, 2019). The proper using and maintenance over the different types of maintenance is needed to be done under the help of global reach and the potential of Intrepid has become globally sustained.

1.2 Owned, Paid & Earned Media

The different types of media and their relevance in maintain travel propositional is however not used by the entire tourism and travel in the country Australia (Latif et al., 2016). The Intrepid Company is using the online media which is the best solution for the process of managing the travel and tourism company to be precise. There are some of the features in the company website which clearly refers to the usage of paid media such as highlighting feature in the country and much more provinces’ to be proclaimed. 

2. Web Business Model 

2.1 Different Forms of Online Presence

2.1.1 Transaction E-Commerce site

The transaction enabled E-commerce sites are one of the most important aspects of online presence which could be used in gaining the customer attraction as well as the proper usage. The company is using E-payment gateway such as PayPal to get their transaction to be handled in their respective status of proper usage.

2.1.2 Services-Oriented Relationship-Building Website 

The service-oriented relationship is not used by Intrepid Travel as per their implementation policy does not match to be in this category. The company is not using the service-oriented relationship for the best reasons of their business perspective to be gained as per the best statue to be issued in the company. Product oriented relationship is being used for the better structure to be maintained in the company. Social network such as Facebook is being used for the marketing purpose.  The brand building of the site is being maintained by the digital marketing and the offline marketing for the business. Portals are not being used by the company for any kind of beared relevancy.

3. Target Market for the Site 

3.1 Target Marketing Strategy

The target marketing strategy is that type of marketing strategy which is based on the right kind of attitudes to be attracted in their company according to the need. The usage if different types of marketing strategy in the global as well as the local market are needed to be maintained by the help of company based apprehension (Chen & Huang, 2016). Intrepid has maintained their marketing strategy to be on the overall region and the places to consume. The interactive site of the company is attracting their customers gain for the travel related purposes. 

3.2 Build Personal Attributes into Personas

There are mainly three categories which lie under this point of target market. The first section of the website is the demographic which is related to the age, sex-based attributes to be collected from the customers and the data must be stored within the database of the company. The next is the psychographic who clearly describes the goal and the aim based in the market to be elaborated (Leng et al., 2016). The third type is the web graphic which is the main perception of audience targeted marketing. This is not that much appropriate to the global market.

4. Online Consumer Behaviour Issues 

4.1 Reasons for Purchasing or not purchasing online

There are a different reason which is needed to be based on the right behaviour and its relevance to the product based strategy. The company is using process of managing the purchasing intention of different types of customers has to be maintained as per the need relevance of the perception. Intrepid had maintained their site to be in a way that most of the customers are strived to take their offers.

4.2 Identify Behaviour in Response and Purchase Values

The personal identification of the values is maintained by the company which is needed at the time of purchasing services of travel and tourism confrontation for the customer information. The value of responses is needed to be maintained as per the quality of their provision package to customers who have been using their service.

5. Dynamic Forces 

5.1 Internal Environment 

5.1.1 Resource Analysis 

Intrepid Travel earns around $300 million annually as per the 2017 annual report of the company (Intrepid, 2018). It also possesses highly skilled and qualified employees and well organised management structure. These resources can be effectively used for the site.

5.1.2 Capability Analysis 

The site will be able to establish effective relationship marketing based on fully automated marketing and interactive site.

5.2 External Environment 

5.2.1 Macro Environment

PESTLE Analysis

Currently ruling Liberal Party of Australia is highly focused on advanced technologies and digital marketing (Wu, 2016). Highly disposable income and luxurious lifestyle of the Australian citizens and the target market of Intrepid Travel would also be in favour of the company. Technological advances are also one of the opportunities that can be grabbed by the business site of the organisation (Khalilzadeh & Wang, 2018). However, strict environmental and legal standards of Australia can create financial risks.

Porter Five Force Analysis

Threat of market entry is medium as set up cost is moderate in the travel industry. However, there exists high competitive rivalry with World Expeditions, Explore, G Adventures and many others (Ellis, 2018). Therefore, threat of substitutes is also high. On the other hand, buyer power in the market in low as a wide number of consumers is there in the travel industry. Along with this, supplier power is also low in the Australian travel industry.

5.2.2 Micro Environment

The micro environment if the company has been maintained by the comprehension so that it could be used for the future purpose.

5.3 SWOT Analysis  

6. 7C’s of Customer Interface 

6.1 7P’s of Marketing Mix

Product

The product of Intrepid Travel is very competitive as compared to the other travel companies in the country. The product is based on the need of the completion in the country which could enhance their business.  

Price

The price of Intrepid Travel is very competitive as compared to the other travel companies in the country. The services are being maintained within the normal budget (Intrepid, 2018). 

Place

The place in which the Intrepid Travel is doing their business is very competitive as compared to the other travel companies in the country. The features and the prices are not being maintained on the high quality basis.

Promotion

The promotion strategy of Intrepid Travel is very competitive as compared to the other travel companies in the country.

People

The interested person of services of Intrepid Travel is very competitive as compared to the other travel companies in the country.

Processes

The processes and services of Intrepid Travel are very competitive as compared to the other travel companies in the country.

Physical Evidence 

The Intrepid Travel has their existence in many countries which is very competitive as compared to the other travel companies in the country.

7. WebQual 

7.1 WEBQUAL considers 14 dimensions

WebQual is a process of determining and analysing the website quality of a particular organization. For the travel and tourism based organization Intrepid, the relevant dimensions had to be chosen according to the performance of the website. 

1. Information Quality – The information quality provided in the website is vastly about the places and offers. The customers have the advantage of enquiring about tours and online transactions in the Intrepid Travel website.

2. Functional Fit to Task – The functional fit of the website is high end, the users are able to transact online as well as choose from a varied range of packages using the interface.

3. Tailored Communications – Tailored communications regarding any problems in transactions and experiences during the tours are handled by prompt services of the customer care representatives.

4. Trust – Transactions and personal information are complete secured with encryptions on the website.

5. Response Time – Response time for the website is a bit lagging as the higher quality images and videos can sometimes require compatible network speeds.

6. Ease of Understanding – The website is divided in to easy-to-navigate blocks helping customers to use the site easily

7. Intuitive Operations – The website of Intrepid tourism services is easy to operate and navigate for both customers and employees.

8. Visual Appeal – The website aesthetics is kept completely simple with minimalistic approach in design

9. Innovativeness – This includes flash videos and animations create interest for users of the website.

10. Emotional Appeal – the emotional effect of the website focuses on the experiences of the travellers who have enjoyed their services before.

11. Consistent Image – The website is compatible with all types of devices.

12. Online Completeness – The complete process of travelling and maintaining hotel booking and rides can be controlled and arranged by the users.  This implies that the website suffices all expectations.

13. Relative Advantage – Intrepid offers direct interaction with problem solving agents which is often not available for other companies in this sector.

14. Customer Service – The response to customer inquiries, comments and feedback are provided promptly by allocated teams at Intrepid which generates increase in customer satisfaction levels.

8. e-CRM, and the effectiveness of its online branding 

8.1. e-CRM Activities

•  Document mailing- Mailing of the relevant documents

• Online activities- promoting activities and the relevant sections to be just 

8.2. Benefits of Using e-CRM to Support Customer Engagement

The benefit of e-CRM in the company is much accessible to the database which will be based on the right time and convenience as per the services to be maintained on the convenience of the relevance. It helps in service establishing of the company.

Conclusion 

The travel and tourism has its presence in the all over digital media which is based on the high quality of apprehension into different fields of travel and tourism which has been made upon the convulsions. The company is using the appropriate procedures to generate their relevant model of travel and tourism.  

Reference list 

Arifin, M., Ibrahim, A., & Nur, M. (2019). Integration of supply chain management and tourism: An empirical study from the hotel industry of Indonesia. Management Science Letters, 9(2), 261-270. Retrieved from http://growingscience.com/msl/Vol9/msl_2019_25.pdf Retrieved on 4th October 2018

Chen, Q., & Huang, R. (2016). Understanding the importance of food tourism to Chongqing, China. Journal of Vacation Marketing, 22(1), 42-54. Retrieved from http://journals.sagepub.com/doi/pdf/10.1177/1356766715589427 Retrieved on 4th October 2018

Eid, R., & El-Gohary, H. (2015). Muslim tourist perceived value in the hospitality and tourism industry. Journal of Travel Research, 54(6), 774-787.  Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.1033.9162&rep=rep1&type=pdf Retrieved on 4th October 2018

Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism?. Tourism Management, 68, 250-263. Retrieved from https://wwww.tomorrowstourist.com/pdf/what_is_food_tourism.pdf Retrieved on 4th October 2018

Intrepid, (2018), Australia Tours & Travel Intrepid Travel AU, Retrieved from https://www.intrepidtravel.com/au/australia Retrieved on 4th October 2018

Khalilzadeh, J., & Wang, Y. (2018). The economics of attitudes: A different approach to utility functions of players in tourism marketing coalitional networks. Tourism Management, 65, 14-28. Retrieved from http://isisell.com/freeupload/95860the%20economics%20of%20attitudes%20a%20different%20approach%20to%20utility%20functions%20of%20players%20in%20tourism%20marketing%20coalitional%20networks.pdf Retrieved on 4th October 2018

Latif, W. B., Islam, M. A., Rahman, A., Mohamad, M., & Kongsompong, K. (2016). Conceptual framework of brand image for tourism industry: tourism management and advertisement as moderators. Journal of Tourism Management Research, 3(1), 1-9. Retrieved from http://www.conscientiabeam.com/pdf-files/bus/31/JTMR-2016-3(1)-1-9.pdf Retrieved on 4th October 2018

Leng, Y., Noriega, A., Pentland, A. S., Winder, I., Lutz, N., & Alonso, L. (2016). Analysis of Tourism Dynamics and Special Events through Mobile Phone Metadata. arXiv preprint arXiv:1610.08342. https://arxiv.org/pdf/1610.08342 

Wu, C. W. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213-2219.