Social Media as Destination Marketing Tool †MyAssignmenthelp.com

Question: Discuss about the Social Media as Destination Marketing Tool. Answer: Introduction: The concept of marketing is regarded as a philosophy that organizations should evaluate to understand the demands and needs of their consumer base and further work on the decision-making process to accomplish those needs, wants and desires rather than focusing solely on competition. Five orientations control the organizational operations namely, production concept, product concept, marketing concept, sales concept and lastly, the societal marketing concept (Solomon et al., 2014). The production concept embraces the notion that customers desire for vastly accessible, inexpensive products and focuses of achieving increased production efficiency along with mass distribution. Product concept considers that consumers will choose products that provides the best quality and unique characteristics. It focuses on improved products and eventually enhancing those (Ahmed Rafiq, 2013). The sales concept on the other hand is regarded as a common commercial orientation that considers if customers and businesses are kept in isolation then the companys goods fail to be sold at a considerable rate. Marketing concept focuses on better efficiency and values the customer base. Lastly, societal marketing concept focuses on the needs, demands and interest of target base. Marketing process is regarded as a procedure of conceptualizing and evaluating the opportunities available in the market. It comprises of the exploration of potentialities in the market, target market selection, marketing mix progress and controlling marketing efforts. However, it can be noted that the overall focus of all marketing operations rely on the satisfaction level of the customers. Tourism Australia a well-recognised governmental organisation which deals with marketing as well as promoting the Australian tourism industry as a unique destination for trade and leisure travel has been implementing unique marketing strategies in recent times. Social marketing of issues and reveal that the organisation has been putting efforts to effectively develop the digital and social marketing focus in order to transform its business operation into a fundamental theme to the enterprises marketing as well as promotional activities (Pike Page, 2014). As few destination locations such as California and Hawaii closed, the gaps of Australia in relation to its coastal services tourism Australia decided to initiate successful marketing strategy of the countrys beautiful beaches and oceans attractions. The company in recent times have merged with Atlantic productions that is UK based company in order to produce effective outcomes of the reef beamed into millions of housings worldwide (Hays, Page Buhalis, 2013). With increasing rate of competitors in the tourism industry the organisation have realised the essential needs of endorsing its aquatic and coastal assets in the market in order to gather a wide range of consumers whereby the Great Barrier Reef, which is the third biggest attraction for international tourists, will be contributing a significant role in the marketing strategy. Prior to the evaluation of the topic on marketing, there had been a considerable understanding of marketing. Yet, it was not conceivable for me to gain an insightful knowledge about the core concepts and understanding of the various marketing concepts and processes. This evaluation further facilitated me to comprehend the ways the growing hospitality or tourism industry has been working on various marketing approaches and strategies in order to achieve a better consumer base. References Ahmed, P. K., Rafiq, M. (2013).Internal marketing. Routledge. Hays, S., Page, S. J., Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations.Current issues in Tourism management,16(3), 211-239. Pike, S., Page, S. J. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism management,41, 202-227. Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., Polegato, R. (2014).Consumer behavior: Buying, having, and being(Vol. 10). Pearson.