Tourism Marketing Principles – MGBBT1TMP Business Report
Assignment Task and Requirements
Business Report Topic: You are required to undertake a “Marketing Audit” for a selected tourism company.
OVERVIEW
This report covers the essential topic areas of tourism marketing with emphasis on the practical elements of a real business environment. Students are required to apply their tourism marketing knowledge and concepts in the report.
DESCRIPTION OF THE TASK – WHAT YOU ARE BEING ASKED TO DO?
The submission of a written business report that discusses a topic using a wide variety of research materials (2000 words).
Business Report structure:
Executive Summary (250 words): A suggested format would be to create an introduction which defines tourism marketing concepts.
To provide the discussion, you should
a) Preview the main points covered in the full report in the executive summary.
b) Introduce the aim of the report.
c) How information will be presented in the report.
Section 1: Company Background (250 words):
To provide the discussion, you should
a) Describe the background of the company.
b) A brief introduction of the company you have chosen from the tourism industry.
Section 2: External Analysis (500 words):
To examine, you should
a) Identify and discuss the external environment with particular attention to the identification of customers/consumers and analysis of their needs.
b) Analysis of the organisation’s competitive situation by applying Porter’s five forces.
Section 3: Internal Analysis (500 words)
To examine, you should
a) Identify and discuss an internal analysis focusing on the organisation’s capability to meet the needs of its customers by using STP (Segmentation, Targeting, Positioning) analysis.
1.
Section 4: AI Marketing and Sustainable Marketing Practices (250 words):
In the tourism industry, no innovation has brought about a more profound revolution than artificial intelligence. At present, almost all tourism companies utilise at least one AI technology, with market projections expected to reach $1.2 billion by 2026 (Koteshov, 2024).
a) Define AI Marketing. Does your chosen company use AI marketing in their business?
b) If yes, what AI tools do they apply in their company?
c) Define Sustainable Marketing. Does your chosen company follow sustainable marketing practices?
To ensure sustainable marketing practices, students may employ the Triple Bottom Line Model by using flowing sources: John Elkington (1994), Trivedi et al. (2018), and Trojanowski (2022).
Section 5: Future Development (250 words):
a) Identify and discuss the issues raised by the marketing audit.
b) Analyse the existing marketing strategy and provide an effective marketing plan.
Recommend possible ethical considerations for your chosen company
