Assignment On Service Marketing (Course: 513) Topic: Online Tourism & Travel ServicesPrepared for:Dr. Serajul HoqueProfessorDepartment of MarketingFaculty of Business of StudiesUniversity of Dhaka Prepared by: Md. Abdur Rakib Roll No: 041 Section: A Department of Marketing (14th) Faculty of Business Studies University of Dhaka Date of Submission: 23rd July, 2012 eng.
Introduction:Tourism is travel for recreational, leisure or business purposes. The World Tourism Organizationdefines tourists as people traveling to and staying in places outside their usual environment fornot more than one consecutive year for leisure, business and other purposes.It has become a popular global leisure activity. In 2011, there were over 983 million internationaltourist arrivals worldwide, representing a growth of 4.6% when compared to 940 million in2010. International tourism receipts (the travel item of the balance of payments) grew toUS$1.03 trillion (€740 billion) in 2011, corresponding to an increase in real terms of 3.8% from2010. So, it shows that how important for a society or a nation is to behold its tourists places aswell as making a development of a nation. The marketing of tourism services of a country likeBangladesh has opened a new era of services.Origin & History:Technology has been a very important issue for both the marketers & the competitors.Information technology has been the most popular field among the study of technology. Variousservices are available through this information technology or IT. As tourism and travelling has adirect effect on the social, cultural, educational and economic sectors of nation, it should use theIT. Using the IT sources such as the online medium, tourism can expand its services marketingprograms not only throughout the nation but also it can expand globally. An online tourism &travelling incentive can be a great help to the society as well as our country Bangladesh. It hascreated its brand value around the world as a remarkable tourist place.Online Tourism & Travel Services:As a huge population around the world are paying for tourism and are being motivated towardsthe tourism places. Online tourism & travel services can be a popular service. A country likeBangladesh with various remarkable tourist places & a potential global brand value for tourism 1
creates the door of various opportunities. Besides tourism places in Bangladesh, other outboundtourism places are included in the online & tourism services.The following things will be available in the online tourism and travel services. Online tourism services will be available with various types of information. Various tourist places will be visualized. Transport services and options will be illustrated. Transport fares and contact numbers will be available. Tourist packages for individuals, families, or groups will be offered. Various relevant conditions, procedures & facilities will be discussed later. Social community forum will be an added value to attract the consumer as well as to find the weaknesses, threats, opportunities and thus to stay in the competition. Various useful guidelines will be provided with the services. Tourist guides will be provided as a matter of cost for a particular time period. Global social communities will be added for both the people of resident country living abroad and the foreigners. Hotel/Motel/Resort reservations online. User accounts for customers. Various documentary and financial facilities for the travelers and the tourists. Corporate event management Tourism & travel logistic provider for research team & film makers. Receiving & transfer services. Visiting places information in brief. 2
Students’ study/picnic/vacation tour arrangements. Various programme arrangements services. Online chat with service informer services for direct information.Delivery Process:The tourism market is initially segmented for the 3 basic target markets. Domestic tourism, involving residents of the given country traveling only within this country. Inbound tourism, involving non-residents traveling in the given country. Outbound tourism, involving residents traveling in another country.Services for each of the segments will be delivered in the same process. Both value-based andcost-based approaches will be taken. There will be ready cost efficient packages for thecustomers offered by the company. On the other hand, customer can interact with the informersthrough online chat, direct call or through SMS. Here, the company can serve on the basis of theneeds and demands of the customers.The transactions will be made through the following ways. 1. Depositing cheque or draft. 2. Cash payment in the office or service branches. 3. Visa, Master Card or ATM card payment online. 4. Mobile billing payment. 5. Bkash payment. 3
The services will be sold in the following 2 methods of service delivery process: Company Customer Representatives Method: 1 Company Local Service Customer Representatives Agents or Firms Method: 2Company representatives such as the branch employees, local company guides, local informers,& company agents etc. will be delivering directly in the method 1. And in the method 2, the localservice agents or firms will provide the services from the company representatives. This is howthe service will be delivered.Significance:Tourism is important and in some cases, vital for many countries. It is recognized as an activityessential to the life of nations because of its direct effects on the social, cultural, educational andeconomic sectors of national societies and on their international relations. Tourism brings inlarge amounts of income in payment for goods and services available, accounting for 30% of theworlds exports of services, and 6% of overall exports of goods and services. It also createsopportunities for employment in the service sector of the economy, associated with tourism 4
services. These service industries include transportation services, such as airlines, cruise shipsand taxicabs; hospitality services, such as accommodations, including hotels and resorts; andentertainment venues, such as amusement parks, shopping malls, music venues and theatres.However, online tourism services have the similar but a few different significant reasons tostudy. Tourism for a particular country is represented. The effectiveness of tourism in the society and the nation. The impact of online tourism can reach to the mass people. It is a great and good use of IT. A promising service sector to the serve the service market. Easy access for anyone who are online.Disadvantages:There are a few disadvantages that may appear in such kind of services as the following: The procedures may be complicated for some customers. Payment options may not be suitable for some customers. Not accessible for those who do not have the online access. Some uncertain variability can create difficulties for the customers. 5
Conclusion:Online tourism & travel services will lead the tourism and hospitality of nation to a new era. Asthe IT sector is growing and improving day by day in Bangladesh, it can play an important rolein the economic development of our country. Tourism as an important resource of Bangladesh,can improve its various macroenvironmental forces. To study it online tourism & travel servicescan be a good option.References: www.wikipedia.org Zeithmal & Bitner/ 5th edition/ Services Marketing www.mof.gov.bd Kotlet & Armstrong/ 13th edition/ Principles of Marketing 6