Celestial Travel Agency: Marketing Strategy of Philippine Tourism in the United Kingdom
INTRODUCTION
The hospitality and tourism industry is one of the most flourishing industries in the world; thus, almost every country relies on the industry. The income that a country gains from the industry is almost half of its gross national product. However, for developed countries, such as the United Kingdom, promoting hospitality and tourism is not a problem since they are already known and well-established worldwide. On the other hand, for developing countries where they mostly rely on the industry for income, such as the Philippines, upholding their hospitality and tourism sector will be hard. A lot of factors have to be considered, for instance, safety and security of the tourists, the cost of the tour, and the significance of the place as tourism nowadays relies on popularity—the more popular the place is, the more tourists it will attract. Thus, the demand for effective marketing strategies and public relations is a necessity.
There are Filipino travel agencies in the UK, yet the number of British people who visit the Philippines is still low compared to the other countries in Europe, such as Germany and Netherlands. The main reason for this is the effectiveness of the marketing strategies used by these agencies. It is also noted that most of these travel agencies focus on the Filipinos in the UK as their target market.
This research aims to develop marketing strategies for a hospitality and tourism organization by critically evaluating marketing strategies in the hospitality and tourism sector, assessing the role of network and customer relationship marketing strategies for hospitality and tourism organizations, and recommending marketing and customer loyalty strategies for a hospitality or tourism organization. Also, it aspires to critically evaluate marketing communication strategies for hospitality and tourism organizations through brand strategies, e-marketing, viral marketing, and guerilla marketing.
The author chooses Celestial Travel Agency,
The hospitality and tourism industry is one of the most flourishing industries in the world; thus, almost every country relies on the industry. The income that a country gains from the industry is almost half of its gross national product. However, for developed countries, such as the United Kingdom, promoting hospitality and tourism is not a problem since they are already known and well-established worldwide. On the other hand, for developing countries where they mostly rely on the industry for income, such as the Philippines, upholding their hospitality and tourism sector will be hard. A lot of factors have to be considered, for instance, safety and security of the tourists, the cost of the tour, and the significance of the place as tourism nowadays relies on popularity—the more popular the place is, the more tourists it will attract. Thus, the demand for effective marketing strategies and public relations is a necessity.
There are Filipino travel agencies in the UK, yet the number of British people who visit the Philippines is still low compared to the other countries in Europe, such as Germany and Netherlands. The main reason for this is the effectiveness of the marketing strategies used by these agencies. It is also noted that most of these travel agencies focus on the Filipinos in the UK as their target market.
This research aims to develop marketing strategies for a hospitality and tourism organization by critically evaluating marketing strategies in the hospitality and tourism sector, assessing the role of network and customer relationship marketing strategies for hospitality and tourism organizations, and recommending marketing and customer loyalty strategies for a hospitality or tourism organization. Also, it aspires to critically evaluate marketing communication strategies for hospitality and tourism organizations through brand strategies, e-marketing, viral marketing, and guerilla marketing.
The author chooses Celestial Travel Agency,