Tourism Marketing Principles
Executive Summarya) Preview the main points covered in the full report in the executive summary.
b) Introduce the aim of the report.
c) How information will be presented in the report.
Section 1: Company Background (250 words):
a) Describe the background of the company.
b) A brief introduction of the company you have chosen from the tourism industry.
Section 2: External Analysis (500 words):
a) Identify and discuss the external environment with particular attention to the identification of customers/consumers and analysis of their needs.
b) Analysis of the organisation’s competitive situation by applying Porter’s five forces.
Section 3: Internal Analysis (500 words)
a) Identify and discuss an internal analysis focusing on the organisation’s capability to meet the needs of its customers by using STP (Segmentation, Targeting, Positioning) analysis.
Section 4: AI Marketing and Sustainable Marketing Practices (250 words)
In the tourism industry, no innovation has brought about a more profound revolution than artificial intelligence. At present, almost all tourism companies utilise at least one AI technology, with market projections expected to reach $1.2 billion by 2026 (Koteshov, 2024).
a) Define AI Marketing. Does your chosen company use AI marketing in their business?
b) If yes, what AI tools do they apply in their company?
c) Define Sustainable Marketing. Does your chosen company follow sustainable marketing practices?
To ensure sustainable marketing practices, students may employ the Triple Bottom Line Model by using flowing sources: John Elkington (1994), Trivedi et al. (2018), and Trojanowski (2022).
Section 5: Future Development (250 words):
a) Identify and discuss the issues raised by the marketing audit.
b) Analyse the existing marketing strategy and provide an effective marketing plan.
c) Recommend possible ethical considerations for your chosen company.
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