The general definition of travel and tourism is a market affected by consumers’ demand for various travel-related products and services. According to The United Nations, there are three main determinants of travel and tourism: Visitors’ activities take place independently from their everyday routines and outside the location of their residence; an economically active population that has demand on travel and transportation. Destinations that possess cultural value are visited regularly and require before-mentioned tourism activities to preserve their purpose.
Importance of Marketing
Tourism activities have economic, social, physical, and psychological driving forces. These forces are the main reasons why marketing is essential for the sector. It focuses on forming customer attitudes and preferences and influencing their choices to raise demand for particular travel experiences or products. Marketing perceives tourists as customers and provides research to create practical strategies. All marketing strategies start with understanding the customer’s needs and environmental factors that may impact their attitudes towards products. The research leads to relating and even sometimes modifying the product according to customers’ preferences. The adjustable variables include food, service, the design of hotel rooms, and transportation. After this research and data analyzing the marketer begin to create promotional strategies and their distribution methods.
Social Media – The Best Distribution Tool
From the year 2020, the tourism and travel industry has faced severe challenges due to the pandemic. As a result, it gained flexibility and now has to provide and prioritize health and safety-related measures. Responsiveness towards customers’ fear and risk reduction activities are adaptive measurements. However, to deliver information plausibly, social media is the most convenient and effective platform. Emotional branding through content shared via social media is relatively easy and highly effective. Today, when marketers utilize it, they need to try and minimize tourist’s negative feelings. Otherwise, it will be difficult and sometimes impossible to affect customers’ attitudes.
Regulations and the Necessity to Hurry
International tourism is usually more beneficial than domestic; however, it is widely affected by COVID-related regulations that differ according to country. These regulations often change based on the number of reported coronavirus cases. So, to grab a chance, marketers may have to hurry with the information delivery process. In this case, to reach as the most significant part of the segment as possible, they can use some outside help; for example, assistant websites like SocialGreg offer a considerable boost for social media profiles without demanding any private information.
Effect on Environment
At the beginning of this century, the demand for tourism increased rapidly, and it was measured with investment data, employment rate, and balance of revenue and expenses. There was also interest in the potential environmental and cultural heritage and tourism as host destinations’ social and cultural value. However, concerns about its negative influences on the natural environment, global warming, and threatened ecosystems of some destinations became major tourism resorts. Tourism as a total market also attracts various small and medium companies.
Inside This Total Market, There Are three main Sub-sections
Tourism as a business sector includes different types of products and services created and distributed by a wide range of organizations. International tourists visit other countries that they are not residents of and stay there for less than a year. Three major sub-categories of the tourism sector are:
- Inbound tourism – when international visitors are two or more country’s citizens and travel for only tourism purposes.
- Outbound tourism – when travelers who are residents of one country visit another.
- Domestic tourism – when residents travel within their country and stay overnight.
Attracting International Visitors has a Higher Priority than Local Ones.
Usually, international tourists are perceived as more valuable for local governments as compared to domestic ones. They spend more, stay longer at the sites, prefer more expensive services, and bring in foreign currency, strengthening the country’s financial state. Now in times of the pandemic domestic tourism can gain popularity. However, its data is more challenging to measure as domestic tourists are harder to identify at the destinations. Moreover, in most countries, traditional techniques cannot easily measure the frequency of tourism activities. People do not always remember the number of local trips they have been on or even which locations they have visited in their own countries.