Tourism Marketing Principles Assignment Sample

Introduction Of Tourism Marketing Principles

Company Background

Imperial London Ltd is an established lodging and entertainment business with an outstanding past and an impeccable track record in hospitality. It was founded in the year 1980, has developed into a major force in the lodging sector and is recognized for its elegant lodgings, top-notch eateries and energetic pubs (Imperial London Hotel, 2023). It gained the respect and allegiance of both tourists as well as residents because of its dedication to providing unmatched customer service. The business's main values are focused on providing flawless aid, chic lodgings and delectable menu options. Its lodgings are well-placed in prominent London areas, encapsulating the distinctive elegance and history of London's culture. It is laying more focus on addressing both corporate and relaxation travelers, every hotel's careful architecture combines traditional grandeur with cutting-edge conveniences.

Botanica a famous restaurant with awards for its excellent cuisine, are an exhibition of the corporations' culinary prowess. Skilled chefs use regional vendors' natural seasonal goods to produce varied delicious meals. It is a popular option for celebrations and culinary excursions because of the luxurious decor and warm mood. Above Imperial, Sky Lounge provides breathtaking top opinions, handmade drinks, and a wide range of beverages for celebrations and leisure (Manchanda, 2020). The business continuously raises the standard for client fulfillment while being an innovator in the lodging sector. By fusing classical elegance with cutting-edge styles, the business continues to be committed to making unforgettable recollections for its clients. Hotel unit is also preserving London's reputation as a major worldwide center for culinary and entertainment.

External Analysis

The identification of customers/consumers and analysis of their needs

Imperial serves a wide variety of clients, all with specific requirements and interests. Corporate travelers make up a sizable portion of the market and want productive and pleasant lodgings with fully furnished conference spaces and easy internet. London is an attractive vacation spot for people from all over the world. Thus, the firm also caters to an enormous percentage of tourists who are looking for hotels that are conveniently positioned near tourist hotspots, viewing possibilities and real city life (Aarikka-Stenroos, 2021). The hotel provides a customized encounter that takes care of even the tiniest information, fostering long-lasting recollections for discriminating travelers who appreciate opulence, personalized assistance and lavish facilities. Foodies gravitate to the firm's renowned eateries and pubs because they provide exquisite dining occasions, a variety of delectable menu options, and outstanding hospitality. For ceremonies seminars, and celebrations, the firm offers flexible spaces, food options and event organizing support. The business caters to the special tastes of its devoted consumers by providing remarkable encounters.

All clients anticipate receiving outstanding service after considering their demands. For a relaxing vacation, cozy lodging with contemporary conveniences is necessary. Priority is given to accessible sites close to transit and places of interest. Tech as well as easy Wi-Fi access is essential for a networked environment (Zhang, 2022). Visitors place a higher priority on sustainable practices and excellent cuisine while making selection of hotel unit. The hotel should routinely interact with its clients, requesting input and keeping an eye on critiques in order to suit these various demands. In the cutthroat hotel market, adjusting items and amenities depending on client tastes leads to loyal clients and favorable referrals from others.

PESTLE Analysis

Macro-environmental analysis of Imperial London is enumerated below:

• Political- Aspects such as governmental laws and rules pertaining to the hospitality sector have an impact on the operations of Imperial's London. The number of foreign visitors and corporate travelers to London may be impacted by modifications to taxes, barriers to entry, and stable politics, which may influence the facility's occupancy levels and income (PESTEL Analysis of Imperial Hotel, 2022.
• Economical- Users' financial resources, traveling plans, and spending habits might change as a result of fluctuations take place in the international and nationwide economies. Visitors could choose less expensive lodgings throughout recessions, which could place a strain on the lodging establishment's rates and revenue. The need for upscale lodging and eating facilities rises as the economy expands, providing the company more opportunities to profit.
• Social- The marketplace is impacted by shifting social conditions and client tastes. As an example, a growing interest in well-being and health may result in a need for exercise centers and nutritious food alternatives (Rahman, 2021). Besides this, after COVID customers prefer to stay on hotel which is properly sanitized and safe from health purpose. Imperial may better match its products with client's demand and achieve an edge over its rivals by remaining aware of changing societal patterns.
• Technological- Rapid technological progress is reshaping the hotel business, among other technical aspects. Hotels that utilize cutting-edge technology can improve customer service and create an edge over their competitors. Examples include Smartphone applications for simple registration, auto-check-in stands, and smartly room amenities. Imperial could lose revenue and client trust if they don't accept or follow technology advancements.
• Legal- It includes rules governing labor laws, wellness, and security requirements, information security legislation, as well as environmental legislation. Infractions of the law may result in penalties, legal troubles and harm to the reputation of the company, all of which might reduce Imperial's ability to compete in the industry (Anastasiu, 2020).
• Environmental- Buyer choices are influenced by a growing concern for the environment. By supporting sustainable programs like trash elimination, saving energy, and ecological qualifications, the firm could stand out in the marketplace and attract clients who care about the surroundings (Rahman, 2021).

Internal Analysis

Discussing an internal analysis for assessing organizations capability to meet the needs of its customers

An effective method for assessing the competitiveness of a business in the marketplace is Porter's Five Force framework. It looks at the 5 primary variables that influence competitiveness in the sector, and in the instance of Imperial, this might offer insight into how well it may respond to its guests' demands.

Porter five force analysis is as follows:

• Bargaining power of buyers- The capacity of an accommodation to satisfy guests' requirements may be considerably impacted by how well they could negotiate in the lodging sector. Clients have an extensive selection of alternatives in London because of the abundance of accommodations and places to stay (Porters' Five Forces Model of hotel Industry, 2023). Moreover, consumers may quickly transfer to rivals if their wants aren't met; this condition strengthens the authority of the client. The corporation has to concentrate on offering inimitable benefits that set it apart from rivals in order to counteract this influence. Personalized events, outstanding amenities, and distinctive facilities can increase client retention and lessen their propensity to move lodgings.
• Threat of new entrants- Due to the growing rivalry, the prospect of new competitors might influence the hotel's capacity to satisfy guest requirements. It might be difficult to retain satisfied consumers. Further, high investment acts as a barrier in front of new entrants. This hotel needs to make use of its well-established visibility, loyal clientele, and advantageous sites to resist this force. Prospective novel rivals may be deterred by erecting substantial obstacles to entry via publicity for the brand and commitments with providers.
• Bargaining power of suppliers- Suppliers are mains to the hotel sector since they offer necessary products or services to the customers including food, clothing and technologies. The capacity of the lodging establishment to satisfy guest demands may be impacted by the capacity of the vendors to negotiate lower prices and higher-quality products (Seyito?lu, 2020). The firm may establish close connections with vendors and bargain advantageous agreements to control this power and guarantee regular deliveries of excellent goods. Lower dependence on one provider might also be achieved by retaining alternate choices and diversification providers.
• Threat of new substitutes- If guests find alternate means of satisfying their wants for lodging and meals, the risk of replacements may affect the hotel's capacity to provide those necessities. These alternatives can come in the shape of temporary rentals, sites for holiday house collaboration, or additional lodging choices. Imperial have to continually reinvent them and provide distinctive amenities that set them apart from competitors if they want to counter this influence. Utilizing its favorable spot, unique alliances and top-notch client care may enable the resort to stand out from competitors.
• Competitive rivalry- Imperial London must have intense rivalries among competing companies in order to efficiently serve customers (Nannelli, et.al, 2019). High levels of rivalry may result in pricing disputes and lower revenue, which could restrict the hotel's capacity to make enhancements centered on its guests. The hotel must concentrate on differentiating tactics for dealing with this opponent. Continual enhancements to facilities, services, and interactions with clients may build a devoted clientele prepared to spend more. An edge over rivals built on superior client service may result from focusing on client fulfillment and making training investments in employees.

Ethical In Business

The Imperial's administration makes aggressive steps to preserve ethics during the board. It creates thorough Rules of Behaviour and Moral Policies that act like a manual for every staff member, describing the standards and ideals required of them (Gur?u, 2020). It regularly undertakes morality and adherence instruction and understanding programs, teaching staff members about possible ethical challenges and the significance of upholding ethical norms in what they do. This strengthens these moral precepts. The Hotel places a high priority on sustainable development, ethical hiring procedures, and visitor confidentiality. Management promotes equality rules, adheres to privacy legislation, and favors regional vendors and green endeavors. Such moral practices promote a climate of decency and accountability, which is advantageous to both visitors and staff.

This hotel encourages moral conduct via open communication, honesty in providing services to clients, and consideration for staff members. Dependability and integrity put the needs of the consumer first, as transparency promotes confidence. It respects and cherishes its staff members, upholding a welcoming workplace with fair possibilities for professional advancement. By being involved in charitable causes and ecologically sound plans, Imperial exhibits an intense devotion to CSR (Astrachan, et.al, 2020). Fair interactions with clients and vendors, adherence to equal business ideals, and abstinence from fraud are all examples of the accommodation's business ethics. By taking such measures, Imperial London exemplifies moral and ethical behavior in the lodging sector.

Future Development

Various problems and areas for development were found during an assessment of the advertising efforts of Imperial London (Pérez-Jiménez, et.al, 2020). Several factors must be taken into account to assure that the subsequent growth of the accommodations campaign is effective:

• Single channel Advertising- To improve internet visibility and consumer interaction; use a smooth coordinated strategy over every medium.
• Customization and Division- Use segmenting clients and personalized advertising to focus on certain client demands and boost involvement (Nguyen, et.al, 2020).
• Using Blogger Advertising- A lodging facility might be able to use influencer outreach to raise brand recognition and draw in more customers. The accommodation's distinctive offers and encounters may be promoted to a wider but additionally focused clientele by working with prominent personalities in tourism as well as hospitality.
• Ethics Considerations- When preparing for the next marketing initiatives, ethical concerns must continue to take precedence. It must additionally make certain every one of its marketing materials is accurate, open, and in accordance with legal requirements (Chen, et.al, 2019). Moral advertising strategies develop a favourable brand perception and increase faith among clients.
• Ecology and ethical behaviour- Imperial may pair advertising tactics with its dedication to green programs and charitable work, luring in conscientious travelers looking for economically viable lodging alternatives.

By solving audit concerns and putting measures in place will boost branding, client involvement, and moral practices, assuring the hotel sector's ongoing development and achievement.

References

Books and Journals

• Aarikka-Stenroos, L., Welathanthri, M.D. and Ranta, V., 2021. What is the customer value of the circular economy? Cross-industry exploration of diverse values perceived by consumers and business customers. Sustainability, 13(24), p.13764.
• Anastasiu, L., Gavri?, O. and Maier, D., 2020. Is human capital ready for change? A strategic approach adapting Porter's five forces to human resources. Sustainability, 12(6), p.2300.
• Astrachan, J.H., Binz Astrachan, C., Campopiano, G. and Baù, M., 2020. Values, spirituality and religion: Family business and the roots of sustainable ethical behavior. Journal of Business Ethics, 163, pp.637-645.
• Chen, Y., Lam, J.W., Kwok, R.T., Liu, B. and Tang, B.Z., 2019. Aggregation-induced emission: fundamental understanding and future developments. Materials Horizons, 6(3), pp.428-433.
• Gur?u, C., 2020. The Reason for Being Ethical in Business: Moral or Marketing Orientation?. In Challenges and Opportunities to Develop Organizations Through Creativity, Technology and Ethics: The 2019 Griffiths School of Management Annual Conference on Business, Entrepreneurship and Ethics (GSMAC) (pp. 1-15). Springer International Publishing.
• Manchanda, N., 2020. Imagining Afghanistan: The History and Politics of Imperial Knowledge. Cambridge University Press.
• Nannelli, M., Buhalis, D., Franch, M. and Della Lucia, M., 2019. Disruption of the market structure in the tourism and hospitality accommodation service. The impact of the new short-term rental players. E-review of Tourism Research, 17(3).
• Nguyen, T.T., Ngo, H.H., Guo, W. and Wang, X.C., 2020. A new model framework for sponge city implementation: Emerging challenges and future developments. Journal of environmental management, 253, p.109689.
• Pérez-Jiménez, A.I., Lyu, D., Lu, Z., Liu, G. and Ren, B., 2020. Surface-enhanced Raman spectroscopy: benefits, trade-offs and future developments. Chemical science, 11(18), pp.4563-4577.
• Rahman, M., 2021. PESTEL analysis of the tourism industry. URL: https://howandwhat. net/pestel-analysis-tourism-industry.
• Seyito?lu, F. and Ivanov, S., 2020. A conceptual framework of the service delivery system design for hospitality firms in the (post-) viral world: The role of service robots. International Journal of Hospitality Management, 91, p.102661.
• Zhang, Q. and Ahmad, S., 2022. Linking corporate social responsibility, consumer identification and purchasing intention. Sustainability, 14(19), p.12552.

Online

• Imperial London Hotels. 2023. [Online]. Available through: < https://www.imperialhotels.co.uk/?campaign=googleads&gclid=Cj0KCQjwib2mBhDWARIsAPZUn_le41stbtvvAjZFNGfqBHUdvV0f_aUpyvOGezfs_RnwqBeu8Mg2jecaAjvREALw_wcB >
• PESTEL Analysis of Imperial Hotel. 2022. [Online]. Available through: < https://embapro.com/frontpage/pestelcoanalysis/14572-imperial-hotel >
• Porters' Five Forces Model of hotel Industry. 2023. [Online]. Available through: < https://www.porteranalysis.com/porters-five-forces-model-of-hotel-industry/ >