Travel & Tourism Paper 2 Mock Study Notes
1. SWOT Analysis and Market Research in Tourism
A SWOT analysis is a strategic planning tool used to assess a destination’s Strengths,
Weaknesses, Opportunities, and Threats. For Mauritius, key opportunities include expanding
medical and eco-tourism, introducing direct flights from new markets, and growing cruise
tourism with new infrastructure. However, threats include rising airfares, climate change, and
competition from other island destinations like Sri Lanka and the Maldives.
Besides SWOT, tourist boards use various methods to analyze their market position. Visitor
surveys help understand customer preferences, while benchmarking compares a destination's
performance with competitors. Analyzing travel trends also helps predict demand and improve
tourism offerings.
Primary market research is essential for monitoring tourism performance. Methods like
questionnaires and interviews provide direct customer insights, while observations of tourist
behavior reveal patterns in visitor activities. These help tourism businesses refine services and
marketing strategies. SWOT analysis and market research allow destinations like Mauritius to
remain competitive and plan for sustainable tourism growth.
2. Marketing Strategies and the Product Life Cycle
Destinations develop marketing plans to attract visitors. Dorset, in the UK, promotes itself as a
year-round destination with unique selling points (USPs) and highlights attractions for various
market segments, such as families, young travelers, and educational tourists.
Tourist destinations often go through different stages in the product life cycle (PLC). During
the introductory stage, pricing strategies such as market penetration pricing (offering low
prices to attract customers) help build initial demand. Market skimming (charging high prices
for premium experiences) targets high-end customers, while special offers (discounts, free
upgrades) encourage more bookings.
Attracting educational tourists can benefit destinations by increasing visitor numbers outside
peak seasons and creating demand for museums, cultural sites, and language courses. Trade
promotions—such as working with travel agents, attending tourism fairs, and offering
group discounts—help destinations like Dorset boost international awareness and increase
long-term visitor numbers.
3. Tour Operators and Branding in Tourism
Tour operators play a vital role in creating and selling travel experiences. Lone Travellers, a
tour operator specializing in solo travel, caters to single travelers who often face higher costs
due to single supplements. To attract customers, Lone Travellers offers affordable packages
with single-room options.
A strong brand image is crucial in tourism marketing. A logo provides a recognizable identity,
while a slogan communicates a brand’s values, such as affordability, adventure, or exclusivity.
Specializing in a niche market allows tour operators to offer personalized services, develop
expertise, and build customer loyalty.
Expanding into new markets requires an adjustment to the marketing mix. Tour operators
must adapt their product offerings, pricing, promotional tactics, and distribution channels to
suit different cultures and travel preferences. For instance, Lone Travellers might create tailored
experiences for different age groups or interests and use social media and partnerships with
influencers to reach a wider audience.
4. Accommodation and Destination Development
Accommodation providers cater to different traveler preferences. Vardees Holiday Park in
France offers camping, caravan, and lodge accommodations with a variety of family-friendly
facilities. Attractions such as children’s clubs, swimming pools, and outdoor sports make it an
appealing choice for families.
Marketing plays a key role in customer satisfaction and increased sales. Effective promotions
help attract guests by highlighting unique experiences, offering discounts, and using
customer testimonials. Satisfied customers are more likely to return and recommend the
destination to others.
When choosing a location for a campsite, factors such as proximity to natural attractions,
accessibility, climate, and availability of facilities are important. A well-located campsite near
beaches, forests, or mountains attracts adventure-seekers, while easy access to roads,
transport, and local amenities ensures convenience for travelers.
