Marketing a sustainable tourism book.

HTM 302 – Introduction to Hospitality and Tourism Marketing

Assignment    40%   

DUE WEEK 11

Assignment: Marketing a sustainable tourism book.

Before and now especially after CoVID19, the world needs more sustainable travel. There has recently been a new book written for parents who wish to travel more sustainably with their children. The book, however, needs marketing in order to increase sales and profile – thereby influencing more people to make better choices.

For this assignment, it is your job to come up with a strategy on how to market this book.

Requirements:

Prepare a report using proper spelling, headings, page numbers, title page, writing in third person, properly referenced, etc. It should contain the following (page lengths are an approximate only so don’t focus just on that – I am more concerned with quality):

 

1) Short intro (1 page). Give a sentence or two (with sources) about the issue and need to solve the problem (this is the hook for your reader to get interested). Then briefly introduce what your idea is and introduce why it would be a good fit for marketing this book. Also outline briefly what your report contains to tell the reader what they will find in your report.  

2) Background – overview of sustainable tourism and the need to travel more sustainably (use sources but make sure it is relevant to your project – and the need for the book)  (1 page)

3) Elaborate on your idea/event (1 page)

• This is where you provide some justification and explanation for your strategy. Will it help market the book? How? (g. which of Ansoff’s strategies will you use?, any reference to other best practices that influenced your idea)
• Ensure you provide a position statement which outlines what position the product will take in the consumers mind.

4) Overview of the justification of your strategy (the need) (3-4 pages)

• This is where you prove that your idea is current and useful
  • a) Who is your market? What segment will you market to (use your segmentation lectures to elaborate here but provide stats and facts to back up why this segment makes sense). Why will this market segment buy the book? Prove it using stats and facts.
  • Use research: 8-10 sources required to justify your research. using journal articles, books and credible reports (not blogs or bogus sources)

 

5) Elaborate and explain your idea using the P’s of marketing  (4-6 pages)

• Do this by outlining at least 5 of the 8 Ps of marketing: product, price, place, promo, people, packaging, programming, partnerships) provide ideas to address the following:
• Your 5 P’s should provide clear rationale and examples of how this sustainable tourism book for travelling with children will be executed (this is where you explain how to actually make your idea a reality…e.g. who will deliver the experience, what channels will the customer be able to buy it from, how will they position it, how will consumers find out about it)
  • First, define each P (use your textbook but not Wiki or other yucky sources- don’t forget that direct quotes require page numbers) and then clearly explain how your idea aligns

Marks will be given for defining each P and then for whether your idea or rationale makes sense). For example:

• What exactly is the product – is it core or augmented, would it be part of the existing product line or width? (ensure it makes sense for your product)
• Who would do it (e.g. is there a partner and if so, what is the value add for the company and the partner) What financial and human resources are required to pull off the experience?
• How would they distribute (place) it? (g. how would customers buy the product and from where?)
• What would the price be? (Justification and description of pricing, pricing strategy – use your textbook and lectures)
• How would it be packaged (use tourism packaging terms NOT product packaging)
• What promotional strategy would you use? (e.g. how are you differentiating or penetrating, etc. What types of promotions would you use and how)? (don’t just say social media as none of you have probably ever followed a publishing company’s Twitter or Instagram!)
• What is the role of P for people? What role would staff play?
• etc.

5. Conclusion. (1/2- 1 page) A short summary of your idea and the benefits. A short outline of the general process needed to execute the idea
6. Submit a 1 page slide (that is visual but readable) outlining/showing your idea visually (we will use this to showcase the winning ideas to share in class). Use PowerPoint or some other tool which will help showcase it visually. Include your name on it and submit it separately.

Your assignment should be approximately 9-12 pages in length double-spaced (in addition to a bibliography and title page) with at least 8-10 credible references (industry reports, academic journal articles, books, etc.). Please ensure you follow APA standards for correct referencing

Grading criteria:
You will be graded on:
•    Depth of content/understanding/use of research/feasible idea                  30%
•    Clearly defined marketing elements & explanation of execution                40%
•    Organization and structure                                                                                   10%
•    Presentation (spelling, grammar, referencing, appropriate
bibliography, etc.)                                                                                                         20%

• 1page slide (clarity and ease of understanding)

There is no penalty for handing in your assignment early and I am here for you should you have any questions. The penalty for a late assignment is 20% within the first 24 hours and then 0 after that. Please refer to your course outline for more details.

ANSWER

 

 

 

 

 

 

 

 

 

Marketing a sustainable tourism book.

 

 

 

 

Introduction

Marketing often remains a pivotal function for any business regardless of the existing economic condition thus, in the case of good or bad economic times. A business or an individual must determine customer’s needs and ensure that customers attain the highest level of satisfaction by using or consuming a particular good or service, something that requires effective communication and sufficient market research. In modern times, marketing is all about observing the environmental status, learning and listening from customers, transforming lives, helping customers attain their needs, and facilitating the growth and development of the organization.  Customers ought to understand the value of the products, its features and how it can they can access the product.

Currently, the world is facing harsh economic conditions following the emergence of the Covid-19, a global pandemic that affected many businesses across the world including the movement of people. Tourism is among the key sectors that have been affected by the global pandemic. In some countries, individuals are not willing to travel to fun within their respective countries and abroad due to the risk of contracting the disease (Covid-19) while others cannot travel due to the restrictions that have been imposed by various governments. As a result, many businesses in the tourism sector have been forced to shut down. Nevertheless, some individuals are forced to travel since they are expected to accomplish tasks to avoid further crisis and ensure that necessary products and services are provided.

In other countries, nationals are ready to follow travel restrictions that have been put in place by various governments just to ensure they are not limited by the current situation.  In this regard, the need for more sustainable travel cannot be underestimated.  Individuals need to understand how they can travel comfortably and sustainably with their children.  With the new book that covers health and safety issues related to the Corona virus, parents and key stakeholders can gain knowledge on how they can protect themselves and their loved ones while traveling. This report provides explores sustainable tourism and related marketing issues and presents strategies that can be used to market the book.

Background

Tourism is among the major and fastest-growing sectors in the world. It is one of the key sources of income in many countries across the globe. Yet, like any other sector, the tourism sector faces many social, economic and political problems, creating the need for sustainable tourism that is becoming popular. Sustainable tourism is founded on the premise of taking care of the society, the economy, as well as the environment and, is meant to reduce the negative effects of tourism and at the same maximize its positive impact (Gourdon & Cernat, 2007). It is the responsibility of all stakeholders (tourists/travelers, local communities, public bodies as well as private organizations) to ensure they are involved in the sustainability process. According to World Bank (2020), sustainable tourism development entails fulfillment of the existing need of tourists as well as the host region and protecting and promoting and development in the foreseeable future (Sonuç & Oral, 2017). It involves effective management of the resources in a way that social and economic can be met while maintaining essential ecological processes, biological diversity and cultural integrity.

Sustainable tourism supports the positive movement of individuals that in turn facilitates the well-being of individuals and the conservation of natural and artificial resources. Today, it is rare to find areas untouched by tourism. Hence, it is necessary to promote sustainable tourism by using the available resources sustainably, maintaining biodiversity, integrating of tourism into effective planning during bad and good economic times, involving local communities in matters concerning tourism, responsible marketing of tourism and engagement of key stakeholders (World Bank, 2020). According to Farzanegan et al. (2020), Covid-19 has had an unprecedented impact on the tourism sector and economies at large and the sector is unlikely to recover in the foreseeable regardless of whether the virus will be contained or not. Hence, more needs to be done in a coordinated way to support sustainable travel in such an uncertain and changing environment to avoid deaths, loss of jobs, support business, drive regional development, generate foreign exchange and above all avoid a further crisis in the sector (Gourdon & Cernat, 2007).  Sustainability in the tourism sector can only be achieved when travelers are engaged and informed more on how to make better choices, promote their well-being and support the tourism sector.

Justification of the strategy

To increases awareness regarding sustainable tourism and promote sales, the marketer will use a product development marketing strategy. The marketers have an in-depth understanding of the current situation and what is good for the customers and through the book, they are looking forward to providing solutions to the problems and challenges experienced in the tourism sector in good and bad economic times. The product development strategy will be useful in providing a framework for the creation of the new product (the book) and enhancing the quality of the product over time. With the product development strategy, marketers will realize their goals by selling the book to the public or the existing customers and entering new markets. Further, marketers will have an opportunity to enhance the quality of the book in case there is a need to do so. The new book is intended to cater to the existing needs of the market. It will provide a new value to customers (travelers).

An overview of the strategy

The target market includes all individuals and travelers (both males and females). A demographic segmentation approach will be employed when it comes to target marketing. The market consists of both young and elderly people who are likely to encounter challenges while traveling. The book is meant for all but readers must be able to read, understand the content/be informed, and apply the knowledge in the real world. Hence, the marketer will target individuals aged above 15 years. Those aged above 15 years are more likely to buy the book because many of them know the essence of understanding social, economic, political and health issues that affect individuals and society at large. According to the National Center for Education Statistics (NCES), many individuals aged above 15 years can read, write and understanding and therefore, there is no doubt that the target market will be able to understand the content (Baer et al., 2009). Furthermore, many parents in the United States are part of the working population and hence can easily find the required financial resources for them to purchase the book.

The marketing mix (5P’s)

The product

A product refers to a substance or an article that is produced/or published for sale (Jain, 2013). In this case, the product is a book that is useful to parents and their children. The book is meant to equip parents and youths with skills and knowledge that will help them deal with various challenges and problems while traveling. The book describes various health problems and relates them with tourism and travel. Some of the major health conditions presented in the book include Covid-19 and Malaria. The book provides guidelines on how individuals can live a healthy lifestyle and protect themselves from existing and emerging diseases like the Covid-19. It explains how individuals and families can avoid infectious diseases. In a nutshell, the book associates sustainable travel (sustainable tourism) with health-related issues like Covid-19 and presents important information that can help parents make informed decisions and better choices.

Place

A place can be described as a site or location where customers can find a product or the distribution channels used to deliver goods and services to final consumers (Jain, 2013). The book can be accessed through an online platform/site that will be developed. A brief description of the book will be provided on the platform. Potential users or customers can go through the description before making an online purchase. The book will also be available on various bookshops within the country. The author works in liaison with various book distributors and wholesalers who will deliver the product to book retailers and final consumers on demand. The book is also available in Amazon’s online book shop.

Pricing

The price refers to the monetary value of a product or the amount of money customers are willing to pay for a good or service. There are various pricing methods but for this case, value-based pricing approach will be used to determine the price of the book. Sellers will also consider the cost of publishing the book and ensure that the price charged covers the all total cost used to writing and publishing it. This will ensure that the cost effect on the value of the book is considered.

People

People refer to the sales and marketing employees are key personnel when it comes to delivery or sales and marketing related services (Jain, 2013). A team of skilled and experienced sales representatives will be developed to support the execution of the product development strategy. The team will be trained on how to market the product and deliver the service to the parents. The team will be expected not only to promote the product but also to capture and analyze key sales statistics that will be used to make decisions in the future.

Promotion mix

Advertising

            Product promotion involves informing the target market about a product or service (Sarker et al., 2012). Two approached will be employed. Thus advertising and direct digital marketing. Advertising has for a long time been used as a form of communication as well as an effective approach when it comes to the promotion of products and services provided by the businesses due to the broad impact associated with it.  The book will be advertised via various channels that will include television, magazines, newspapers, the radio and the internet and social media (Aaker and Biel, 2013). Advertising will be part of the promotional mix. Marketers will work in liaison with television stations and information publishers to ensure that advertisements regarding the book are made through various media. The marketing team will develop well-structured adverts and posts that will be aired on television.

Direct and digital marketing (DDM)

Marketers will use direct digital marketing to increase awareness about the book and pursue individuals to buy the book. Like advertising, direct digital marketing is expected to encourage parents to buy the book. (Stone and Woodcock, 2014).  Nevertheless, unlike other methods, information can effectively reach the target market within a short time. Marketers will create posts that will be coupled with relevant information regarding the book and present it on a digital platform where potential volunteers can view and decide whether to buy or not (Webber, 2013).

Conclusion

Undoubtedly, there is a need for sustainable tourism and travel. Parents must be informed more about sustainable travel especially during and after Covid-19. Without knowledge, they can end up making wrong decisions. However, with the new book that covers important issues regarding sustainable travel, parents are likely to make better decisiona. As stated before product development marketing strategy to introduce and promote the product. The marketing mix that includes 5 P’s (description of the product, pricing strategy, place, people and promotional mix) will support sales and marketing efforts expected not only to increase sales but also to promote sustainable travel and well-being in general.

 

 

 

 

 

 

 

 

 

References

Aaker, D. A., & Biel, A. L. (2013). Brand equity & advertising: advertising’s role in building       strong brands. Psychology Press.

Baer, J., Kutner, M., Sabatini, J., & White, S. (2009). Basic Reading Skills and the Literacy of     America’s Least Literate Adults: Results from the 2003 National Assessment of          Adult Literacy (NAAL) Supplemental Studies. NCES 2009-481. National Center     for Education Statistics.

Farzanegan, M. R., Gholipour, H. F., Feizi, M., Nunkoo, R., & Andargoli, A. E. (2020).   International Tourism and Outbreak of Coronavirus (COVID-19): A Cross-Country        Analysis. Journal of Travel Research, 0047287520931593.

Gourdon, J., & Cernat, L. (2007). Is the concept of sustainability sustainable? Developing the      Sustainable Tourism Benchmarking Tool? (No. hal-00348977).

Jain, M. K. (2013). An analysis of the marketing mix: 7Ps or more. Asian Journal of         Multidisciplinary Studies, 1(4), 23-28.

Sarker, M. A. H., Aimin, W., & Begum, S. (2012). Investigating the impact of marketing mix      elements on tourists ‘satisfaction: An empirical study on east lake. European     journal of business and management, 4(7), 273-282.

Sonuç, N., & Oral, S. (2017). A sustainable approach to social tourism development: The case of             Izmir city. Journal of Tourism Theory and research, 3(1), 25-42.

Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing. Journal of      research in interactive marketing.

Webber, R. (2013). The evolution of direct, data and digital marketing. Journal of Direct, Data    and Digital Marketing Practice, 14(4), 291-309.

World Bank. (2020). Rebuilding Tourism Competitiveness: Tourism Response, Recovery and      Resilience to the COVID-19 Crisis.