The Marketing Policy and Strategy in the Tourism Industry

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Tourism industry is one of the world’s fastest-growing industries. The industry contributes ~10.2% world GDP with ~10% of employees. Moreover 2017 the calculation of tourist arrival is 1322 million and annually it increased between 4 to 5 percent. The best way to describe tourists a destination is a place for tourists to visit and stay could be a country, state, region or city generally due to its cultural or natural values. Nowadays most destinations have high standards of hotels, five-star resorts and other attractions all the countries will hold their unique culture and heritage and each country defines their situation ensuring the friendliest people and most customer-focused tourism industry and services, facilities are no longer differentiators. (Niegel Morgan, 2002)

As a result of the aim for a destination to create a unique identity. Moreover, we have different kinds and different categories of destinations are Base destinations, touring destinations, yet and another categorized by geographical features, for instance, urban tourism, coastal and resort tourism and rural tourism. More and more people traveling for holiday away for a short break, out for the day on a business trip as well and all this activity give employment and this is a major benefit, generate income for millions more, and results in satisfaction or obstruction according to experience. However, tourism is also answerable for damage to the environment and it also impacts on local cultures and the way of life. (Niegel Morgan, 2002)

Tourism is a developed industry that offering communities of all shapes and sizes an exceptional development opportunity. However even where tourism does present a significant development prospect, a destination may still fail if all the components of good development are not measured. Moreover, tourism impact which categorized by good and bad, on the good side of tourism widely recognized for forming and sustaining jobs and help the area to bring new money for instance in India health tourism is very popular such as yoga and Ayurveda these two health-based activities which attract foreign tourist and those who interested in this they come to spend time for this and this process will help to make a good profit for the territory. (Harrison, 1992)

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The development of tourism divided in to three main eras. Those are spontaneous development, standardization and segmentation of demand, flexibility and integration. Tourism development includes many factors such as development in infrastructure, receiving good transportation, accommodation, recreation, entertainment, nourishment, shopping and health-based development for instance developed hospitals and natural treatments. These are the main things tourists want. The foundations of modern tourism, refers to all developments structure and innovation of modern tourism, which started between the first third of the 19th century to around 1950-1960.” The starting phase”. The tourism industry unified the world into a global village. However the nature of development was increasingly contested. (Harrison, 1992) Developing leadership and co-operation is an important part in tourism. Globally tourism is a very big industry but turn in to the small scale its very small. The tourism companies’ follows small or medium-sized operations, all the companies are offering wide range of good and services to the traveler in one form of another. While diversity good for tourism but it can also create a weakness in the ability of communities to exploit tourism full potential. (Harrison, 1992)

Developing a tourism strategy is the key factor in tourism destination development. The review of the local supply and demand, the tourism development strategy gives the positive impact which helps to improve the existing goods and product services. Explore opportunities for increase of new markets and establish long term priority for the local industry. As a result for decision making the tourism strategy which guide to the future development and it also shows the strength and weakness in the local product. The author mention that “Defining goals and objective of tourism represent the core of the development strategy and goal are general ideas which a destination would hope to achieve through tourism development activity”. The strategy which help to attract tourist and aspects as improving visitor satisfaction, diverting tourism markets increasing tourism contribution to the local economy and enhancing the areas overall tourism potential. (Clarke, 2000)

Constructing customer care, the travel industry is a both pulling in and adjusting the necessities of guests. Accidently numerous other neighborhood networks appears to place a ton of vitality into the drawing in, with regards to administration and cordiality it despair. We are heading out to numerous spots for recreation and we as a whole like tom be dealt with well when we travel, and every one of the vacationers expanding exaptation for the nature of individual assistance they get at goal. Nearby goals incorporate the best looks, design culture, top of the line and extraordinary area, yet in the event that the quality or administration is poor, it would all be able to be simply nothing. The absence of comprehension or acknowledgment of this part of the travel industry improvement can mean the contrast among average quality and something extremely worth discussing (Clarke, 2000).

Client support and cordiality are a method for working together, a demeanor towards business and guests which make them feel welcome and acknowledged as a visitor in the network. This is significant, in light of the fact that a glad visitor is bound to return, spend more cash in shops and eateries, and give a positive report to companions and neighbors when they come all the way back. Goal need to give close consideration to nature of administration client care from the beginning. As a piece of the travel industry asset review, administration quality and friendliness are analyzed (Clarke, 2000)

Tourism policy is a key stage in the tourism strategy development, and one of the essential first activity that any travel industry gathering should to attempt. The goal the travel industry arrangement is intended to manage consequent activity in a manner with which the goal feels good. It speak to the administrative and choice taken. In this sense, strategy is somewhat similar to the qualities held by people, a few kinds of advancement action we would glad to see occur, though some others may demonstrate disagreeable and struggle with what we feel is correct or legitimate in that setting. While genuine arrangement vary all around, it is approach which drives every single other part of the travel industry market interest. The goals the travel industry approach articulation ought to be arranged and officially perceived by the travel industry gathering and the neighborhood government for the territory. This is a piece of a nearby arranging articulation, or land use improvement plan or an exceptional goals of the neighborhood government, officially to perceive the travel industry and the activities of the travel industry gathering. The approach articulation may open with a sign of the general explanation behind supporting the travel industry. (Clarke, 2000)

Developing the marketing plan, marketing is the strategic process that aims to fit the resources of a destination to the opportunities existing in the market. A marketing plan is a working document that should be prepared by a cross section of the destination community. The 3 to 5 year strategic marketing plan set the direction for the annual plans should meet the direction for the annual plans and the extensive outline for activities. The annual or tactical marketing plan sets the detailed action and method. Moreover the 3 to 5 strategic market plan consist situation analysis include external and internal, forecast, key factor for success, distinctive competencies, SWOT analysis, key tourists in other segments, positioning statement, marketing objectives, strategies for product price distribution, communication and evaluation control (Clarke, 2000).

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