Tourism and Hospitality Marketing
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Tourism and Hospitality Marketing
Marketing involves accomplishing the companies’ objectives by identifying the needs and desires of customers and satisfying these needs in a more satisfactory manner than the rival companies would. Tourism marketing implies applying the economic principles, techniques and concepts in the tourism industry. Typically, tourism marketing involves the amalgamation of different industries such as transportation and accommodation as these two closely complement the tourism industry. The variations within these markets also make it difficult to determine the consumers’ preferences.
By definition, tourism marketing refers to the planned, joint efforts of national tourist organizations and the tourism sector businesses of an area to attain development in tourism by capitalize on satisfying the tourists. Tourism can be approximated to include features that exist when a tourist leaves his residence to when he returns. The natural and manufactured attractions such as buildings, art, climate, culture and history can all be categorized as tourist attractions. Other aspects of infrastructure such as electricity, road networks and water are also part of tourism. Travel agents for tourists consider all these factors when selecting the best location to tour (Hall, 2003, p. 23).
Generational marketing involves formulating marketing strategies that are relevant to a section of the market. Within Australia or any other market, each generation has unique desires and needs that the marketers should provide if they expect to realize profits. Within the Australian population, there exist roughly four generational categories of consumers: the Greatest Generation that was born prior to 1964, boomers born around 1946-1964, the Generation X born around 1965-1976 and the millennial or Generation Y born from 1977-1994 (Gronbach, 2005, p. 39).
A significant advantage of adopting a generational approach to marketing is that it allows a company to define their niches. Companies can change their marketing strategies based on the generation that they need to grasp that will help them achieve their results. This will assist a company refine their strategy when it comes to developing an appropriate marketing promotion. A company may for example, focus not only the baby boomers but also concentrate on baby boomers live in active living communities or those that have grandchildren. This means that one has to narrow down their strategy to that which will suit their exact needs and translate into increase sales.
Generational marketing is also beneficial in that it communicates to a certain generation using a language that they understand. Whether it is an advertisement or a phone call, customers need to feel that the company understands their needs and desires. Using the right language for a generation will enable the employees of a company to vary their approaches according to the age group that one wants to communicate. Older generations are more motivated by nostalgia as compared to the younger generations and as such, older clients may stick to one company out of loyalty. Another benefit of generational marketing is that a company can use technology to leverage their marketing efforts. The younger generations especially Generation X and Millenials are interested in marketing through technological means. Younger age groups have a need for convenience and availability. Generational marketing provides interactive platforms that integrate technology into the activities of everyday life. Social media are particularly useful among the younger generation who frequently use Internet networking sites such as Facebook and Twitter.
Disadvantages of generational marketing
Generational marketing has a disadvantage in that it rarely exploits the marketing openings created by a unique group of consumers. Basing a marketing strategy on one generation with the assumption that it was a sensible target is a disadvantage of using this approach. Generation marketing amounts to period-event driven marketing instead of a well-constructed strategy that would attract the sensibilities and taste of a whole group. This is not generational marketing in its true sense as it focuses on the life-stages instead of the real needs of the age groups. The result would be poor market forecasts as people behave in an unpredictable manner when making purchases (Nykiel, 2007, p. 196).
Generational marketing offers increased burden on the budget of the company through focusing the marketing strategies on certain age groups. Developing new strategies to address the generational marketing needs will require an influx from the finances of the firm. Wrong evaluation and implementation of the strategy would mean the company would realize losses. A company opens a branch in an area specifically for Generation X consumers and stocks the branch with expensive equipment. If the strategy fails to capture the required consumers, it would lead to a loss.
Marketing strategy for Generation Y
Sydney is the most populated city within Australia and is located toward the south east coast of the Tasman Sea. The city is visited by about 1.8 million tourists annually. The temperatures also change throughout the year from summers of 37°C to winters of -17°C (Mason & Bowden, 2007, p. 132). The major tourism attractions in Sydney include sightseeing, hiking, rafting and tours by helicopter. There are also ultra marathons that are hosted in the park annually. The Sydney National Park has a capacity of about 40,000 people and offers other camping services, as well (Harris, 2004, p. 184).
The main objective of the marketing strategy is to increase the influx of national and international tourists to Sydney National Park. The goal is to attract members of the Generation Y to increase their consumption of the goods and services at Sydney National Park. The Generation Y fit the demographic description that would be best suited to outdoor activity and other physical activities that are in a modern environment such as Sydney National Park (Jones & Buckley, 2001, p. 206).
Tactical marketing involves applying the marketing mix in the most suitable method. The tourism company can organize for relevant promotions that can reach out to Generation Y for instance in the Internet and other social networking sites. The company can also host re-launch events that have prominent music celebrities and other social figures that will attract Generation Y members. The company can organize the appropriate channels that can best reach out to the generation such as Internet dating sites, mobile advertising through applications and other new avenues and technologies such as tablets and laptops (Bal, 2012, p. 18).
Evaluation of the strategy will start by analyzing the benchmark that was fixed, which would be the number of tourists who visit Sydney National Park who are aged between 18 and 26. The performance will then be measured by investigating whether the benchmark was reached and comparing the difference between the two parameters to see if the number of Generation Y members were adequate. The variance analysis will be followed by applying corrective action to remedy the situation and increase the number of Generation Y members who visit Sydney (Hudson, 2008, p. 197).
Generation Y characteristics and their relation with tourism products
A greater part of the Generation Y is made up of legal experts in their mid twenties and permanent, formal jobs. Generation Y are also focused on short-term priorities and opportunities, they are highly responsive to advertisement campaigns and are interconnected to their peers using technological platforms. This age group is well conversant with all forms of technology and depends on it to do their jobs, leisure and other activities. The range of technology includes laptops, PCs, mobile phones, tablets and other gadgets. Communication is another strong point for the generation Y as they communicate through e-mail, instant messaging and text messages instead of face-to-face messages (Raza, 2005, p. 13).
All the benefits of attributed to technology can be harnessed and are available to the Generation Y with ease. The generation has access to various technological tools or applications that provide them with real time information as customers. To interest Generation Y consumers in tourism specifically Sydney National Park, it is imperative that mobile and tablet applications be developed that inform the age group of the different services that the Park provides. The application should be easily and freely available on the Internet for download. Using mobile applications to reach out to the generation Y consumers will be highly effective.
Connecting with Generation Y with an intention of selling the tourism product to them also involves respecting their individuality as they greatly depend on self-esteem, uniqueness and specialty. The Sydney management should come up with unique services that appreciate the hobbies, interests and qualities of the generation. Developing casual and comfortable facilities that allow the age group to continue their networking behavior such as surfing online, partying and using other technological gadgets will also attract consumers in the generation Y age group. Failure to accept them as part of the society and a significant force in the market will result in a failure to connect with them (Mason & Bowden, 2007, p. 28).
The Sydney management should also invest in fast and efficient service delivery. This is because the Generation Y is always in a hurry against time to do many activities. The generation might prefer traveling via air rather than road or water to reach their destinations faster. They also prefer to drive to shorter distances. As a result, they would not appreciate the slow-paced mode of transport in the park and routes leading to the tourism center. The park should organize faster means of communication and transport such as high-speed fiber optic Internet, airline or helicopter transport to and from the park as well as selling their services online instead of stores only (Trese, 2012, p. 84).
The Generation Y is also very interested in free giveaways and will therefore be attracted to companies and organizations that offer these free products and services. The age group is also interested in the short term or instant gratification and therefore makes decisions on impulse. The company should offer them subsidized or free goods such as free nights at the park, free branded T-shirts or even free transport. Alongside giving out free items and services, the Sydney management should also digitalize all aspect of their operations. Generation Y are infatuated about staying connected and having a strong digital presence in the premise will encourage them to visit the location.
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Hudson, S. (2008). Tourism and hospitality marketing: A global perspective. Los Angeles: SAGE
Jones, D. N., & Buckley, R. C. (2001). Birdwatching tourism in Australia: Status assessment of wildlife tourism in Australia series. Gold Coast, Qld: CRC for Sustainable Tourism
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Trese H. (2012). Multigenerational Marketing: The Ageless Approach to Reaching Prospects. LifeHealth PRO. Retrieved from http://www.lifehealthpro.com/2011/04/15/multigenerational-marketing-the-ageless-approach-t?page=3