Travel-Related Marketing on the Internet - Coursework Example

Travel-Related Marketing on the Internet Introduction In this age of globalization and technological advancement, theprospects, ideas and challenges of marketing has changed entirely. As a result of which, internet or information technology is introduced. After introduction of internet, it is highly used as an important marketing tool for promoting commercial services. However, internet is used for promoting commercial products, in order to improve the entire process of marketing in the global market so as to reduce the challenge of diverse languages, traditions and cultures. The prime idea behind it is to increase the level of awareness of the customers that may improve the total sale and profitability of the organizations in this competitive market among many other contenders, operating in similar segment (Sweeney, 2008). Other than this, in this era, internet is also used as a global information system that improved the performance of hospitality industry as well. It acted as a tool to offer varied types of information and facts regarding various places and regions to the interested tourists that improved their profit margin and reputation. Moreover, the behavior and thinking of the customers towards the industry of travel and tourism changed entirely. This is mainly because; with the help of internet, the consumers might fulfill their booking requirements with a single click. Along with this, with the help of internet, the consumers might easily explore the opportunities and challenges of the new destinations, prior reaching it. By doing so, the tour becomes more attractive and enjoyable to the customers that reduces their boredom and dullness. However, due to these underlining facilities, the demand of internet increased to a significant extent for the industry of tourism in these recent days. The objective of this research paper is to analyze the benefits of internet on travel and tourism industry and the ways by which, internet tackled the changing expectations of the customers in travelling or hospitality industry. Analysis Tourism and Internet Tourism industry is recognized as one of the most booming industry in the entire globe as compared to others. This is mainly due to changing life style and monotonous working culture of maximum extent of professionals in this age. Apart from this, due to improvement of the per capita income and economic status of the individual, the demand of hospitality industry increased to a significant extent. Other than this, the demand and profitability of hospitality industry increased due to the introduction of internet. This is because; internet made it easy for the tourism organizations operating in hospitality industry to highlight their hotel-booking facilities, food, cultural attractions etc in a more picturesque way as compared to previous era. However, due to which, the tourists might gather all sort of information as mentioned above in a very easy way. As a result of which, the customers interested to travel in different parts of the world might attain the valuable information in very less time and cost. This acted as a boon for the organizations thereby enhancing its brand image and market share to a significant extent among others (Fyall and Garrod, 2004). In addition, due to the presence of online sites, the customers might easily make booking of the hotels, accommodations, tour packages etc. As a result of which, the fascination of the customers increased that amplified the demand and reliability of the hospitality segment as compared to others. Moreover, due to presence of internet, the customers might very easily access different sites and may clarify the information, prior making the bookings. But such type of facilities might not be attained through conventional advertising techniques. Due to which, the intensity of internet marketing increased to a significant extent in hospitality segment as compared to traditional marketing facilities. Furthermore, with the help of online sites, the customers might attain varied types of discounts and best prices at the time of booking the tickets in hotels and airlines as compared to traditional techniques. Due to which, in this age, maximum extent of the individual opt for online sites or internet facilities at the time of reservation and travelling different places of the entire globe. Hence, due to these facilities, internet is regarded as one of the most essential marketing technique for hospitality industry. E-business in Hospitality Industry The concept of E-business is introduced within the segment of hospitality in order to fulfill the expectations of the customers in an effective way. This is done in order to amplify the satisfaction and reliability of the customers that may increase the profitability and brand value of the tourist organizations. Due to which it helped to improve the gross domestic product (GDP) and gross national product (GNP) of the regions that amplified the economic condition and reputation among other neighboring regions. Other than this, the concept of E-business is used by the tourism organizations in order to amplify their competitiveness and position in the entire globe. By doing so, the tourism organizations might easily attract a wide range of tourists of different income structure and cultures. But it may not be possible by the traditional agencies and so most of the organizations used internet facilities to increase their customer bases. As a result, the prosperity and profitability of the tourism organizations increased to a significant extent as compared to many others companies (Mills and Law, 2013). Moreover, as E-business offered varied types of customer services in an effective way, so maximum extent of the customers try to use internet facilities rather than traditional agencies. Hence, due to these advantages, E-business is accepted by the organizations of tourism segment so as to enhance their loyalty and customer base as compared to traditional travel agencies (Sweeney, 2008). Impact of E-commerce in Hospitality industry The impact of E-commerce is extremely high and it might be viewed in customers, business as well as in industry. Impact on customers Increased choice: with the help of internet or e-commerce facilities, the customers might access very easily varied types of destinations and regions. But it may not be possible in case of traditional agencies and so, the demand of e-commerce is extremely preferred by the customers of this recent age. Moreover, with the help of internet services, the customers might tally the rates and prices of the hotels, transportations etc. Due to which, the travelling organizations became successful in attaining a wide range of customers of various age groups and income groups that amplified its profitability. So, it is recognized as one of the most effective technique for the organizations operating in tourism industry (Mills and Law, 2013). Speed: with the help of internet, the customers might attain a wide range of information of various destinations, prior finalizing the place. But, it may not be possible in case of traditional travel agencies. So, the demand of internet facilities is extremely high in the segment of tourism (Fyall and Garrod, 2004). Direct booking facilities: Internet facilities help the customers to book the hotels, transports and many other accommodations in a more easy way and in less time as compared to traditional agencies. Due to which, it is highly preferred by the customers of this recent age (Mills and Law, 2013). Greater independence: With the help of internet facilities, the customers might select the places as per their choice without any sort of pressure from agencies. And they might attain information regarding the place, the services offered, rooms facility etc and so its preference is extremely high. Impact on business Better communication with the customers: With the introduction of internet facilities, the level of communication with the customers is extremely high. Due to which, the level of satisfaction and trust of the customers over the tourism departments of different regions is quite high in this recent age as compared to previous era (Buhalis and Schertler, 1999). Improving the level of promotion: Internet has increased the us eof social networking sites as well as promotion through that platform. But it may not be possible with the help of traditional travel agency techniques. Due to which, internet facilities is highly favored. Moreover, due to internet, the level of advertising cost is also extremely reduced that proved extremely effective for the organizations of tourism as compared to others (Fyall and Garrod, 2004). Cost of meeting technological requirements: With the help of internet facilities, varied types of technological requirements might be easily meet. This increased the demand and craze of internets as well as online sites among the tourism organizations. E-booking facilities: Internet helped the customers to book any sort of hotel, airline or travelling packages of any tourism organizations. This improved the motive of travelling of the customers of varying age groups that increased the profitability and brand value of the organizations of tourism organizations (Fyall and Garrod, 2004). Special discounts on festivals: Booking through online sites offers varied types of discounts to the customers in various occasions. But, traditional travel agencies do not offer any sort of discounts and so most of the customers try to book the tickets of travel destinations through internet services. Thus, due to the presence of these above mentioned facilities, the demand and fascination of internet for the tourism organization so as to promote its services and advantages among the customers of various culture and religions. Internet as a marketing tool In order to amplify the sustainability and competitive advantage, maximum extent of the organizations related to tourism industry, try to introduce the concepts of internet. This is because; it is recognized as one of the most important medium to promote the services and facilities of the organizations of tourism to different customers, residing in diverse locations. Apart from this, internet might also be used to offer the facility of online booking of the rooms, hotels, travelling packages etc of different locations very easily, by sitting at the residence or office premises. Due to which, a huge amount of time might be saved or may be used in other essential dealings. Keeping these things, in mind, most of the organizations of tourism department are trying to introduce online sites (Buhalis, 1997). Moreover, due to internet services, a huge range of traffic might be attracted towards the site that may amplify its reputation and ranking in Google in this age of optimization. Along with this, varied types of feedbacks might also be presented by the hotel or tourism organization owners in their sites that may attract various customers towards their package deals as compared to others. With the help of pictures of the regions, the travelling organizations may fascinate the customers of different income profiles that may increase its profitability and demand in the market. In addition, with the help internet services, the organizations might offer online help to the customers by resolving their queries in an effective way. Due to which, the level of trust and loyalty of the customers over the brand might get enhanced to a significant extent as compared to other tourism organizations. As a result of which, the level of relationship with the customers gets enhanced that improves the efficiency and productivity of the tourism organizations. However, relationship with customers is extremely essential for an organization of tourism segment, so as to improve its total revenue (Sweeney, 2008). Hence, due to these causes, most of the organizations of tourism industry, desire to implement online sites so as to advertise its services among its target customers. This might prove effective for the organization to create a distinctive image and market share for itself as compared to others. Findings How effective is internet in tourism industry? Internet acted as the driving force for the organizations, working under the huge umbrella of tourism industry. This is because; it helps to increase its reputation and awareness among the customers of different religion, caste and culture. Along with this, it is also advantages in varied other ways, mentioned below: Visualization of the services of the tourist destination through multimedia offers better impression: For the use of multimedia services in internet, better impression might be created within the minds of the interested customers that may amplify their fascination towards those places. As a result of which, the customers might get interested to reach those destination in order to fulfill their inner desires and wishes. Reduction of attainment of wrong information: Internet facility has helped the customers might easily check the prices of the hotels and transportation facilities directly from the owners rather than agents. Therefore, the chance of attaining extra charges from the customers might be entirely reduced that may improve their loyalty and trust. Greater added services: The tourism organizations might instantly book the rooms and packages deals for the customers in certain specific dates as compared to traditional travel agencies. However, to which, the organizations do not offer any sort of extra charges from the customers and so, maximum extent of the tourists prefer to book the travel packages through internets (Buhalis, 1997). Organization and distribution cost is reduced: Internet facilities proved effective for the customers to reduce their distribution and organization cost such as travel agencies, hotel chains, airlines available etc. By accessing the online sites, information regarding every essential thing might be attained that increased its preference and demand (Fyall and Garrod, 2004). Mail connection: Internet services helped the tourism organization to send varied types of information regarding the discounts or package deals through mails. By doing so, the organization might become successful in enhancing its relationship and reliability of the customers. As a result of which, the tourism organizations might attain various new leads or positive customers that may increase their productivity and profit margin. Thus, due to mailing facilities, the organizations might enhance its demand and distinctiveness in the market among others. Greater customer reach in shortest possible time: Internet reduced the cost of advertising in different media by the tourism organizations. This is because; by presenting all sort of available facilities in online sites, a wide range of customers might be attracted towards the brand. This might prove effective for the organization in amplifying its uniqueness and reputation (Andrews, 2007). Thus, due to these facilities, internet is highly favored by the tourism organizations in this age of advanced technology. Conclusion Conclusively, it might be depicted from the above mentioned points, that internet is extremely essential for the organizations, operating under the industry of tourism. This is because; this industry is entirely dependent on reputation and relationship. If the organization of tourism maintains a good relationship with its customers, then it world surely prove effective in increasing its profit margin and demand. Along with this, with the help of internet facilities, the tourism organization might easily present varied types of information to its customers. Due to which, the reliability and confidence of the customers gets highly enhanced over the organization that improves its dependency. Moreover, internet or online sites also helps the customers to compare the prices of the products and services with other sites, before finalizing the destination. So, it is highly preferred by the customers. Moreover, the organizations might present various discounts in order to retain its customers in various occasions in online sites (Sweeney, 2008). However, in order to avail such facilities, the customers prefer to book the tickets through online sites rather than traditional travel agencies. Due to which, the craze of traditional travel agencies is decreasing day by day in this age of information technology. Works Cited Andrews, “Introduction To Tourism And Hospitality Industry, 2007”. USA: Tata Mcgraw-hill education. Buhalis, Dimitrios, “Strategic use of information technologies in the tourism industry. Tourism Management, 1997”. New York: Cengage Learning. Buhalis, Dimitrios. and Schertler, Walter, “Information and Communication Technologies in Tourism 1999: Proceedings of the International Conference in Innsbruck, Austria, 1999, 1999”. New York: Springer. Fyall, Alan. and Garrod, Brian, “Tourism Marketing, 2004”. New York: Springer Mills, Juline, E. and Law, Rob, “Handbook of Consumer Behavior Tourism and the Internet, 2013”. London: Sage. Sweeney, Susan, “101 Ways to Promote Your Tourism Business Web Site: Filled with Proven Internet Marketing Tips, Tools, and Techniques to Get Visitors to Your Site and Your Destination, 2008”.London: Sage. Read More