Table of Contents
1.0 Abstract 2
2.0 Introduction 2
3.0 Specific analysis 2 3.1 Analysis of macro environmental factors 2 3.1.1 The economy 3 3.1.2 Social trends 3 3.1.3 Political environment 3 3.2 Analysis of micro environmental factors 4 3.2.1 The targeted customers 4 3.2.2 The competitors 4 3.2.3 The consumer behaviours 4 3.2.4 An internal analysis with a focus on capacity to market. 5
4.0 Conclusion 6
5.0 References 7
As we all know, the tourism service is a smokeless industry, with fast and instant development all over the world. Tourism service, as a form of industry, is able to bring a lot of benefits and interests to a local and national government. First of all, tourism service brings good impact on the economic and cultural development of an area. Additionally, tourism service enables the people from one country get to know more and more about the rest world outside their country. Thus there is no evidence denying the fact that tourism service contributes a great deal to the harmonization and mutual understanding among the people all over the world.
The aim of this report is to give a specific analysis of the marketing of the tourism service. It is going to analyze macro environmental factors concerned with the tourism industry, on the other hand, from the micro perspective, it will also analyze micro environmental factors relating to this industry. In addition, with the SWOT analysis, this report will discuss the five most important environmental factors which may affect the tourism service. However, due to a lack of marketing and promotion, the tourism industry has failed to diversify into areas beyond wildlife, such as culture and beach tourism (Derek, Wade, Mwasaga and Paul, 2001). It is still worth drawing public attention to this fact.
References: Derek J. Wade, B.C. Mwasaga and Paul F.J. Eagles. 2001. A History and Market Analysis of Tourism in Tanzania. Tourism Management. http://www.ahs.uwaterloo.ca/~eagles/documents/WadeMwasagaandEaglesTourismManagement.pdf Dimitrios Buhalis. 1999. Marketing the Competitive Destination of the Future. Tourism Management. http://scholar.google.com.hk/scholar_url?hl=zh-CN&q=http://epubs.surrey.ac.uk/1087/1/fulltext.pdf&sa=X&scisig=AAGBfm0Y_SMBX74RxxZFlSb4csxifT25hw&oi=scholarr&ei=LLm-UIP1FouUiQefhoCIAw&ved=0CDAQgAMoAjAA Goran Bojovic and Jovan Plavsa. 2011. Swot Analysis of Tourism on Kopaonik and the Spas of its Piedmont. Turizam. http://www.dgt.uns.ac.rs/turizam/arhiva/vol_1503_2.pdf