Guide on How to Write University Essays, Courseworks, Assignments and Dissertations

Travel And Tourism Marketing Is Highly Competitive

Articles Library
Medicine, Psychology and Sociology Articles
Business Articles
Economics Articles
Industry Lifecycle
Marketing Mix
McKinsey 7S Framework
Product Life Cycle
Ansoff Analysis
BCG Growth-Share Matrix
Value Chain
Porter's Generic Strategies
Scenario Planning
PEST analysis
SWOT Analysis
Porter's 5 Forces analysis
Comments about this web site
Favorite Links
How to write an Essay
How to Write the Coursework or Report
How to write the Marketing or Marketing Communications Campaign
How to write the Dissertation
Where to start?
How to choose an area of research
How to define Issue or Argument
How to define Issue or Argument
How and where to review the literature
Research Methods
Dissertation Structure
Some tips to survive your dissertation: some predictable crisis
Important tips to succeed the dissertation
Databases of Academic Journals and Publications; Market Data
Essay Sites
Student Tricks
Exam Preparation Tips
Company-Based Reports
Critical Success Factors
Competitor Analysis

The travel and tourism business is closely allied with the general field of hospitality that also relates to hotels, resorts, airline travel and others. Therefore, travel and tourism marketing is highly segmented and targeted to prospects and customers who are most likely to relate to its specific sub-set within a generally broad field. Targeting is achieved traditionally through proper media selection and on the Internet through search engine listings. Geographic considerations also come into play in this process.


 In general terms, travel and tourism marketing takes existing and/or potential customers/visitors and classifies them into market segments based upon their preferences. The most promising segments are then chosen as target markets to which communications strategies (advertising, publicity and sales promotion) are directed. Within specific travel and tourism market segments, customers and prospects can be further grouped by geographic location, demographics, equipment ownership and lifestyle attributes. Here, market research information becomes extremely important.


Selecting the Best Marketing Opportunities


Travel and tourism marketers must choose the best marketing opportunities within the selected segments by considering each segment’s existing and future sales potential, the number of existing competitors and their relative strengths, the likelihood of offering a marketing ‘mix’ that will attract customers, the cost of adequately communicating with prospects, and how much a specific segment can contribute to accomplishing overall travel and tourism marketing objectives. If possible, the primary targets are smaller segments not being adequately served, with larger segments targeted later in the process.


The Marketing Mix (Strategies)


The strategy of the travel and tourism marketing mix is a package of offerings created to best attract the interest of customers and visitors (tourists). Depending upon who is doing the marketing, recreation and tourism business organisations develop both internal and external programs aimed at different targets. The internal mix elements are directed to customer’s already on site and are dependent upon the good service communities and their businesses provide for visitors. Examples include hospitality/guest relations, quality control (standards for customer service), personal sales and employee morale. The external mix for attracting new, non-resident customers includes recreational experiences and opportunities (trip planning, travel, hotels, etc.), location and accessibility and pricing. (Web1, 2002).

Competition In Travel And Tourism Marketing  


Travel and tourism marketing is a very-large field with high-power competition in most marketing segments. This is clearly evidenced by the tremendous amount of advertising and publicity messages that blanket applicable traditional media (newspapers, magazines, TV, Radio, Direct Mail, etc.) and the Internet (websites, search engine listings, blogs, etc.) and also by airline and cruise line promotions. As a result, travel and tourism marketing people face daunting challenges both in selecting the proper target markets and designing and utilising media messages that promote added value for customers and prospects. Properly directed messages via advertising and publicity must necessarily create ‘preference’ for the marketer’s products and services in order to capture the desired ‘share’ of target markets. (, 2007).


Travel and tourism marketing is a fast-growing field worldwide. A quick trip through Internet search engines such as Google or Yahoo! quickly indicates the large number of websites devoted to every facet of this field including training and education.




Mahoney, E. and Warnell, G. (1987) “Tourism Marketing” Michigan State University Extension.

Available from: modtd/3370082.html

Accessed: 10-26-07


Kirk, D. (2007) “Careers in Hospitality and Tourism Management”

Available from:

Accessed: 10-26-07

S/EI/30. The emergence of technologies such as information technology and electronic commerce has impacted the economy and advancement of the travel industry today. Discuss

S/T/30. Investigation into a city break holiday: Amsterdam

E/T/23. Identify and explore the major implications for a host city staging modern Olympic Games

E/T/15. Marketing role of Greek National Tourist Organisation

P/T/46. Promotion of tourism in Islington

P/T/45. Tourism and hospitality in Russia: opportunities and risks

C/T/36. Dissertation. Dynamics between Payment Cards and Tourism

P/B/689. Business plan for fishing and hunting travel providers

C/T/28. Integrated Tourist Resort Development in Morocco

C/T/22. UK Holiday Market: Center Parcs and Holiday Villages

S/T/25. Explore the reasons why some countries have been more successful than others in attracting major sporting events

C/T/15. Services for leisure and tourism: Operations and Marketing

P/C/48. Dissertation Project. Tourism information website: Travel to Africa

S/T/19. The Destination Benefits from Hosting the Olympic Games

C/M/72. Show how one of more specific consumer behaviour model(s) might be particularly useful for improving manager's understanding of the behaviour of your chosen tourist segment

Enter supporting content here