Social marketing: building brand value and influence in the UK tourism industry to sustain brand consumption in the current economic recession

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Social marketing: building brand value and influence in the UK tourism industry to sustain brand consumption in the current economic recession

1.0 Chapter one: introduction

1.1 Background

The current economic recession that began in June 2008 and intensified in 2009 had an effect of decreasing international tourism which was also augmented by outbreak of AH1N1 flu virus in 2009 which resulted into restriction of international travel. The tourism sector suffered economic downturn due to decrease in international tourism receipts hence decreased opportunities for sustained employment. Sustainability of the tourism industry depends on ability to exploit the economic recession challenges into a competitive advantage which will see the tourism industry sustaining and increasing her market share in the economically sensitive climate to economic, regulatory, safety, environmental and external influences. The tourism industry can gain competitive advantage in the economic recession by focusing on controllable elements in their marketing plans and strategies. The restructuring of tourism industry marketing plans to meet the sensitive economic climate brought about by economic recession should be a product of understanding influential aspects that consumers have adopted to redefine value and respond to the economic recession. Tourism industry should apportion more money in marketing in order to continue communicating to customers hence enhancing customer relationships. Tourism industries that increase their marketing and advertising during economic recession improve their market positioning and returns on investment.

1.2 Statement of the problem

The current economic recession resulted into decrease in demand for tourism industry...

... middle of paper ...

...cus on customer retention strategies would have sustained economic advantage by attracting and acquiring customers who are disgruntled in the competitions

1.5 Significance of the studies

1.6 Theoretical framework

Creation of brand value and influence has capability of improving customer experience. A tourism industry, instead of starting with input oriented perspectives like brand channel, it should position her social marketing by analyzing desired outcomes of her marketing strategies which is a product of degree of influence and develop the framework for developing customer experience backwards. The tourism industry, could adopt a form of integration by commencing restructuring of her customer experience model from a channel neutral position. (continues into theories)

1.7 Outline of the dissertation

2.0 Chapter two: literature review

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