Full Project – Impact of marketing communication in promoting tourist destination

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CHAPTER ONE

1.0     Introduction

1.1      Background of the Study

Travel for leisure purposes has evolved from an experience reserved for very few people into something enjoyed by many. Historically, the ability to travel was reserved for royalty and the upper classes. From ancient Roman times through to the 17th century, young men of high standing were encouraged to travel through Europe on a “grand tour” (Chaney, 2000). Through the middle ages, many societies encouraged the practice of religious pilgrimage, as reflected in Chaucer’s Canterbury Tales and other literature.

The word hospitality predates the use of the word tourism, and first appeared in the 14th century. It is derived from the Latin hospes, which encompasses the words guest, host, and foreigner (Latdict, 2014). The word tourist appeared in print much later, in 1772 (Griffiths and Griffiths, 1772). William Theobald suggests that the word tour comes from Greek and Latin words for circle and turn, and that tourism and tourist represent the activities of circling away from home, and then returning (Theobald, 1998).

Cox & Kings, the first known travel agency, was founded in 1758 when Richard Cox became official travel agent of the British Royal Armed Forces (Cox & Kings, 2014).  Almost 100 years later, in June 1841, Thomas Cook opened the first leisure travel agency, designed to help Britons improve their lives by seeing the world and participating in the temperance movement. In 1845, he ran his first commercial packaged tour, complete with cost-effective railway tickets and a printed guide (Thomas Cook, 2014).

Fast forward to 1952 with the first commercial air flights from London, England, to Johannesburg, South Africa, and Colombo, Sri Lanka (Flightglobal, 2002) and the dawn of the jet age, which many herald as the start of the modern tourism industry. The 1950s also saw the creation of Club Méditérannée (Gyr, 2010) and similar club holiday destinations, the precursor of today’s all-inclusive resorts.

The decade that followed is considered to have been a significant period in tourism development, as more travel companies came onto the scene, increasing competition for customers and moving toward “mass tourism, introducing new destinations and modes of holidaying” (Gyr, 2010, p. 32).

Industry growth has been interrupted at several key points in history, including World War I, the Great Depression, and World War II. At the start of this century, global events thrust international travel into decline including the September 11, 2001, attack on the World Trade Center in New York City (known as 9/11), the war in Iraq, perceived threat of future terrorist attacks, and health scares including SARS, BSE (bovine spongiform encephalopathy), and West Nile virus  (Thomas, 2005).. Previously, print marketing was the only method of conveying a message to the consumers, but in recent times, emails, SMS, radio, blogs, television, company websites, social media, and digital marketing have taken the forefront in marketing communication efforts. The whole process has evolved to a point where today, we can spread any message within a fraction of a second due to easy access to different types of media and the speed with which advancements in communication technologies allow us to share content. For this very reason, the people responsible for controlling the communication process are very important – it is important that they should be good in strategic communications management. The field of marketing communications continues to grow rapidly, and a wide variety of career opportunities can be found under its ambit in the corporate sector. Marketing communication includes advertising agencies, online or digital marketing, business development and many more. Carla, (2009).

1.2       Statement of the Problems

The growth and development of tourism are not without problems. Marketing communication as a veritable tool to boost sales and profit in tourism industry is faced with the problem of burgeons cost. The cost of advertisement, online and digital marketing and business development are cost that is continuously borne until the target sales and profit is achieved.

1.3      Aims and Objectives of the Study

The main aim of this research is to explore impact of marketing communication in tourism destination.

The following are the specific objectives;

1. To identify the factors influencing the use of marketing communication in tourism.
2. To determine sources of fund for marketing communication in promoting tourism destination.
3. To find out the solutions to the problem militating against use of marketing communication in tourism.

1.4     Research Questions

1. What are the impacts of marketing communication?
2. What factors influence the use of marketing communication?
3. To what extent does marketing communication affect tourism destination?

1.5     Significance of the Study

The researcher hopes that this study will enable the tourist industry/cooperators and government value the effect of non-application of marketing concepts.

The study will also help all the tourist industry in Nigeria to know the reason behind the poor performance of the tourist industries and understands the impact to play in the tourist facilities and the users.

The study will also act as a literature review to those interested in doing further studies in this areas of the study, it will also help keep the tourist proprietors to live up to their expectation of their consumer or guest by making sure that all necessary tourist centers are developed and the facilities properly maintained.

Finally, the management proprieties including government will benefits from this report of this study.

1.6     Scope of the Study

         The scope of the study intends to cover the impact of marketing communication in promoting tourist destination in Katsina metropolis. The period for the research work will be between July to October, 2019.

1.7     Limitations of the Study

The following are the problems that the researcher faced in the course of this study.

Time Factor: Time factor is a problem which the researcher encountered. The researcher has been compelled to write the project within stipulated period of time. This poses serious problem to the researcher as he has to combine research work with other personal engagement.

Financial Problem: This problem is very practical especially in the present day economic recession when people are struggling to live within their limited resources. This is more appreciable to students who are dependent. Causes of the financial constraint include transportation to the organizations concerned and the cost of printing etc.

Non Availability of Documents: Another problem encountered by the researcher is that some vital documents were not made available to the researcher as such documents are highly confidential and this has greatly hampered the study, this, the extent of the study has been limited to few area made available to the researcher and this has reduce the quality of the study.

1.8      Definition of the Terms

Marketing Communication:- can be define as the means adopted by the companies to convey messages about the products and the brands they sell, either directly or indirectly to the customers with the intention to persuade them to purchase.

Impact:- can be define as the action of one object coming forcibly into contact with another, also refers to having a strong effect on someone or something.

Market:- can be define as the regular gathering of people for the purchase and sale of provisions, livestock and other commodities, also can be refers as an area of arena in which commercial dealings are conducted.

Advertorial: print content (sometimes now appearing online) that is a combination of an editorial feature and paid advertising

Customer needs: gaps between what customers have and what they would like to have

Customer wants: needs of which customers are aware

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Full Project – Impact of marketing communication in promoting tourist destination