TOURISM MARKETING - Coursework Example

? Impacts of Online Communication and Social Media on Travel and Tourism Marketing Introduction Online communication has been a reliable mode of communication for travel and tourism sector. The tourism industry depends on the online communication to market various organizations and provide resourceful information to tourists. The reliability of online communication proves to be efficient in the delivery of information to tourists from diversified regions across the globe. The availability of social media provides relevant methods for the tourism industry to market its services. Tourists have the advantages to make reservations and advanced bookings through online communication means and do not have to be physically present at their preferred tourist destinations to make bookings. Marketing is one of the most reliable impacts that the travel and tourism industry benefits from, both online communication ansd social media. Impacts of Online Communication and Social Media on Travel and Tourism Marketing In the twenty first century the marketing process of travel and tourism made viral marketing possible, which refers to the process whereby the industry applies several marketing methods relying on the use of social media and online communication (Sigala & Gretzel, 2012). Through a sensitive review of the tourism body, there is an offer on comprehensive viral marketing approach that has considerations of the global tourism business. With the availability of online communication and social media tourist destinations have the opportunity to market their brands and involve the audience to gain access to tourists and travelers at an international level. Online marketing policies and social media are applicable in the exploration process of the methods that are relevant to destination branding and audience assignation. Online communication is highly helpful for the tourism and travel industry’s marketing procedure because approximately 29% of the global population uses internet on a daily basis (Internet Usage Statistics, 2011). The research information on the internet usage was availed in June, 2010, and is reliable statistics for the marketers within the tourism and travel industry (Munar & Cai, 2013). The tourism and travel customers have the advantage to gain travel experience through the internet forums availed in the internet. There is the possibility to seek advice and additional information about the various locations that the clients desire to visit. The development of the social media websites facilitates the change in communication frequencies with individuals’ virtual lifestyle. Social media retain a reliable spot for the tourism and travel industry because it endures a constant evolution due to the advancement in the internet services. The tourism and travel sector employs the social media websites as essential communication channels to assist in the access of the industry’s clients (Wang & Pizam, 2011). Online communication enhances the modes of access in that the audiences get reliable methods for access to their customers. The incorporation of the online communication seems elementary with the advantage that it is cheap and reliable in terms of accessibility. To market a tourism firm is much cheaper and efficient through application of the internet unlike other outdated measures such as printing fliers. There are sources that confirm the idea that the internet in addition to other Information technology alterations has had an impact on the industry to an unprecedented scale. The information availed through the internet appears to be influential to the decision-making process in the current human society. Majority of the persons living in the present generation seem to rely extensively on the information that is available in the internet (International Conference & Brebbia, 2010). In the tourism and travel industry, it is evident that most tourists implement the internet in their travel and tourism arrangements such as booking air tickets with accommodations on hotels. A tourist has the advantage to inquire about a hotel that he or she intends to spend time while on tour to various destinations across the globe. The availability of online marketing has been essential to the tourism and travel industry because it contributes to the knowledge that is important for online marketing and in destination marketing management. The destination marketing organizations have the advantage to apply the social media for the branding process of their destinations. A destination marketing manager can implement the social media to review whether they employ appropriate destination marketing strategies (Noor & Hendricks, 2012). The marketers have to acquire appropriate knowledge that ensures significant strategies towards efficient tourism marketing. There are various methods that destination marketers can implement to market their tourist destinations such as email marketing, social media marketing and pay per click, which is an internet marketing service that has costs. Consumer and the destination companies both benefit significantly to the availability of online marketing. The consumers benefit from the online marketing strategy because it is convenient. The other advantageous impact that the online marketing strategy has presented to the consumers is the fact that it is an interactive measure. The consumers have the opportunity to interact with the destination companies. For the destination organizations, they face advantageous impacts through the ability to build their customer relationship (Shanker, 2012). The companies manage to engage in interactions with their customers and apply the opportunity in the company-consumer relationship enhancement. The organization manages to cut down costs through circumventing expenses as the company conveys information that concerns the organization’s services. Flexibility is an imperative impact to the tourism and travel industry since various destination firms can manage their product availability, prices with promotions for easy adjustments. The tourism industry appears to have a unique nature as it entails information intensiveness, which makes it dependable on the availability of the internet communication. The intensive information available within the tourism sector requires a media such as the internet to ensure that various destinations can market and promote their businesses (Tsiotsou & Goldsmith 2012). The current generation relies abundantly on the internet as a primary tool to deliver information that is resourceful to their consumers. It is necessary that the tourism and travel industry acknowledge the fact that the internet has contributed to rise of competitiveness between the numerous destinations available in the tourism and travel business. Conclusion Online communication has been an imperative measure, since it has provides the tourism sector with various mechanisms that are applicable in marketing. The impacts from the social media and online communication are both negative and positive. Online communications provide an essential platform for the tourism and travel industry to market their services. There is an increase in the rate at which people access the internet that makes it a convenient source for marketing their tourist industry. For the destinations management organization, the internet appears to be an important strategy for marketing. Social media is currently a key element to the tourism and travel industry despite of the increase in competition between the destination firms. References Sigala, M., Christou, E., & Gretzel, U. (2012). Social media in travel, tourism and hospitality: Theory, practice and cases. Farnham, Surrey, Burlington, VT: Ashgate Pub. International Conference on Information and Communication Technologies in Tourism, Gretzel, U., Law, R., & Fuchs, M. (2010). Information and communication technologies in tourism 2010: Proceedings of the international conference in Lugano, Switzerland, February 10-12, 2010. Wien: Springer. Munar, A. M., Gyimo?thy, S., &Cai, L. (2013). Tourism social media: Transformations in identity, community and culture. Bradford: Emerald Group Pub. Wang, Y., &Pizam, A. (2011). Destination marketing and management: Theories and applications. Wallington, Oxfordshire, UK: CABI. International Conference on Sustainable Tourism, Pineda, F. D., & Brebbia, C. A. (2010). Sustainable tourism IV. Southampton: WIT. Noor, A.-D. H. S., & Hendricks, J. A. (2012). Social media: Usage and impact. Lanham, Md: Lexington Books. Shanker, R. (2012). Services marketing: The Indian perspective: Text and readings. New Delhi: Excel Books. Tsiotsou, R. H., & Goldsmith, R. E. (2012). Strategic marketing in tourism services. Bingley, UK: Emerald Group Pub. Ltd. Read More