Reference no: EM133071646 , Length: word count:2000
2222THS Hotel Distribution and Sales - Griffith University
Cultural and Other Influences On Travel Decision-Making
Aim: Develop understanding of international travel markets and how market segmentation, targeting and positioning influences travel behavior in tourism and hospitality industry
TASK:
This assessment item aims to develop your understanding of international travel markets and how market segmentation, targeting and positioning influences travel behaviour.
Your task:
You will need to select a person to interview for this assessment task. The person must be born in a country that is different from your own country in which you were born. For example, if you are born in Australia then you must select someone who is born outside of Australia, for instance, a person born in China. They can be currently residing in Australia but must be born outside of Australia. It would be preferable if they also spent their childhood in their country of birth.
This interview aims to gain an understanding of how culture can influence travel consumer behaviour. You will also consider how other socio-cultural influences and individual differences influence travel consumer behaviour and compare these influences on the influence of culture. You will write an essay based on their interview and consideration of these influences.
In presenting their answers to the questions, you should demonstrate your understanding of marketing concepts and justify their decisions using academically based resources (i.e. theory from reading materials or other academic sources).
Suggested contents in this essay:
• Introduction
• Profile of person
o Socio-cultural influences of their travel decision-making: Describe this person in terms of their social-cultural characteristics and how these characteristics influence their travel behaviour.
o Individual influences on their travel decision-making: Describe this person in terms of their individual personal and psychological characteristics and how these characteristics influence their travel behaviour. This could include age, life-cycle stage, occupation, education, economic circumstance, lifestyle, personality and self-concept as well as their motivation, perception, learning, beliefs and attitude towards travel.
o Compare and contrast the social-cultural and individual influences.
o Identify a destination in Australia that would be ideal based on their consumer profile and then identify two activities they would undertake and where they would stay on a holiday in this destination, based upon these characteristics. Provide your reasoning for the selection of these products based on their characteristics.
• Sales promotional tactic and distribution channel
o Having profiled your interviewee and identified their preferred accommodation option, please recommend the most appropriate sales promotional tool that could use to target that person and explain how the sales team could use that tactic to sell the accommodation experience to the person you interviewed. Based on the interview responses, identify the distribution channel the interviewee would use to book their accommodation.
o Your sales promotional tactic options include:
- Print, outdoor or broadcast advertising sales promotion;
- Online or social media sales promotion;
- Personal selling to generate sales;
- Competition or coupons;
- Point-of-purchase promotion;
- Publicity activity to generate sales;
- A direct marketing campaign. Select one (only) of these tactics.
o Remember that advertising says "buy our product". Sales promotions say "buy it now." What is your call to action? That is, what do you want the person to do as a result of receiving your communication.
o Determine a communication objective, design the message content and format, select the communication channel and the message source (see pages 220-226 of your textbook). Explain how you could evaluate the results, that is, the sales effect.
o Try to be creative and innovative in your approach! You can draw ideas from other campaigns and should adapt rather than replicate them.
• Conclusion
Use APA 7 referencing style for this report.
Attachment:- Suggested interview.rar