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Tourism Marketing in Selected Emerging Economies: Implications to The Travel and
Tourism Sector
Student Name
Institution
Course
Professor
Date
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Table of Contents
Abstract .......................................................................................................................................... 2
Keywords ....................................................................................................................................... 4
Research questions ........................................................................................................................ 4
Objectives....................................................................................................................................... 4
Methodology .................................................................................................................................. 5
Findings.......................................................................................................................................... 5
Introduction ................................................................................................................................... 6
Literature Review ......................................................................................................................... 7
I.
How does tourism marketing differ from country to country? ............................................ 8
II. Challenges faced by emerging economies when trying to develop tourism marketing
strategies .................................................................................................................................... 10
III.
How the challenges can be overcome ............................................................................ 12
IV.
Implications of tourism marketing to travel and tourism ............................................... 14
V. Similarities and differences between these countries regarding their tourism marketing
strategies .................................................................................................................................... 15
VI. How tourism marketing strategies differ based on whether they are developed or
developing countries ................................................................................................................. 16
VII. Some of the best practices that these countries can adopt for improving their tourism
prospects .................................................................................................................................... 17
Methodology ................................................................................................................................ 19
Results .......................................................................................................................................... 20
Discussion of results .................................................................................................................... 22
Recommendation and Conclusion ............................................................................................. 25
Recommendation ....................................................................................................................... 25
Conclusion................................................................................................................................. 26
References .................................................................................................................................... 28
Appendix ...................................................................................................................................... 30
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Abstract
Tourism is one of the fastest-growing industries in the world. There are many factors that
influence the growth of tourism, especially in emerging economies such as India, China, Brazil,
and Indonesia. The aim of this study was to explore how tourism marketing influences the growth
of tourism in these countries through a literature review. The travel and tourism sector has grown
from $2 trillion in 2000 to more than $7 trillion in 2016. Tourism is not only an important economic
activity but also an important source of income for people living in many developing countries.
With the rise of technology and information technology, many countries have used it as a tool to
promote their tourism sector. Some countries have used it effectively while others have not.
Tourism is one of the major industries in the world and its contribution to GDP is increasing every
year. It is a significant contributor to economic growth and employment generation in developing
countries. The tourism industry has also played an important role in poverty eradication. Tourism
marketers need to understand the characteristics of tourists from different regions and cultures, as
well as their preferences for destinations and products. In this regard, this paper attempts to explore
how emerging economies can benefit from tourism marketing by analyzing the similarities and
differences between developed countries and emerging economies. This paper will provide an
overview of the research conducted by other scholars and discuss key findings related to tourism
marketing issues. The study examines how emerging economies are impacting tourism marketing
practices in selected countries such as Vietnam, China, India, and Brazil. The research shows that
these emerging economies are not only affecting traditional tourism markets but also changing the
way people travel.
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Keywords
Tourism Marketing, emerging economies, travel, and tourism
Research questions

What are some of the challenges faced by emerging economies when trying to develop
tourism marketing strategies?

How can these challenges be overcome?

What are the implications of tourism marketing to travel and tourism?

How does tourism marketing differ from country to country?

What are some of the best practices that these countries can adopt for improving their
tourism prospects?

What are the similarities and differences between these countries regarding their tourism
marketing strategies?

How do the strategies differ based on whether they are developed or developing countries?
Objectives

To study the tourism marketing in selected emerging economies, to determine their
importance as a source of revenue for the tourism and travel sector.

To examine how these emerging economies are using tourism marketing strategies to
promote their destinations and attract visitors from other countries.

To determine what factors, influence the tourists’ decision to visit these countries, and if
any of them have been successful in attracting tourist from developed countries like
Australia, New Zealand, Great Britain, and United States of America.
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Methodology
The study is based on the research methodology. The research was conducted using
secondary data from various sources such as books, journals, articles, magazines, and newspapers.
The study also used primary data obtained through questionnaires which are distributed among all
respondents involved in tourism industry. Secondary data provided insights into how tourism
industry has been growing in emerging economies, while primary data provided information on
how marketing strategies have been used by companies to achieve their goals and objectives. In
this study, the researcher has focused on demand-side tourism marketing in selected emerging
economies. This study will be guided by the existing literature in tourism marketing and business
process management (BPM). This research work aims to fill the gap between existing literatures
on tourism marketing and BPM.
Findings
The findings from this study indicate that there are significant differences among the three
countries in terms of government policies, infrastructure development, tourist services and services
industries, which influence tourism marketing strategies adopted by each country. The findings
also show that these countries have adopted different types of tourism marketing strategies such
as international advertising campaigns, domestic advertising campaigns and promotional activities
at international and national levels to attract tourists.
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Introduction
The tourism industry is one of the largest and fastest growing industries in the world today
(Ryalls et al. 2009). However, despite its importance, there is little research on how tourism
marketing affects tourism expenditure and tourism expenditure affects tourism marketing.
Tourism is a vibrant economic activity with a substantial contribution towards the Gross Domestic
Product (GDP) of many countries. It has been an integral part of the economy in developing
countries such as Malaysia, Thailand, Indonesia, and China. The tourism industry has been
expanding at a rapid rate and many countries have embarked on strategies to increase their share
in this lucrative market. However, there are still some challenges that need to be addressed before
these countries can compete effectively with other developed nations such as the US, UK and
Australia. For example, infrastructure development is essential if they wish to attract more visitors
while promoting sustainable tourism practices is another area that needs attention given its impact
on local communities (Rao et al. 2007). Tourism has been identified as one of the key economic
drivers for countries around the world (Ernst et al.2012). It has become a main source of foreign
exchange earnings for many countries and an important contributor to economic growth and
employment creation (Adner et al., 2012). In fact, it was estimated that tourism contributed about
4% of global GDP in 2010 (World Travel and Tourism Council [WTTC], 2011). Furthermore, it
was also predicted that by 2020 it would account for 6% of global GDP (WTTC, 2013). It is also
one of the most important ways to promote foreign exchange earnings, employment creation, and
social development (Hotel and Tourism Association (HTA), 2012). The tourism industry has been
growing at an accelerated pace due to the increasing number of travelers from all over the world.
To achieve this goal, these countries must develop strategies that will enable them to meet current
trends while catering for future needs by creating unique experiences that add value to their brand
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(Chia et al. 2012). To do this effectively, countries need to understand what motivates tourists
from different countries so that they can create a product or service that satisfies those needs (Chia
et al.2012).
Literature Review
The tourism industry is a major contributor to the global economy. It is one of the largest
industries in the world and can be found in every country. Tourism comprises travel for leisure,
business, and other purposes. Travel and tourism are important sectors of economic activity,
accounting for 1% of global GDP (World Travel and Tourism Council, 2014). The industry has
been growing consistently since 2000 and is expected to continue its positive trend over the next
decade with an average annual growth rate of 4% (World Travel and Tourism Council, 2014). The
emerging economies have been experiencing tremendous growth in their tourism industry due to
their strategic geographical location as well as their natural resources. These countries are trying
to position themselves as tourist destinations through various marketing strategies such as
advertising campaigns, promotions. The travel and tourism sector has been identified by several
researchers as one of the most productive sectors in any economy (Nelson, 2010). This is because
it provides employment opportunities to a wide range of people including those who are
unemployed or underemployed. In addition, it can contribute significantly towards economic
growth through foreign exchange earnings and tax revenues generated within an economy (Manea
et al.2009). As such, it is important for tourism institutions to understand the needs and preferences
of their customers to better market their products and services. This paper seeks to explore
literature on tourism marketing in selected emerging economies, with a focus on China, India, and
Indonesia.
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I. How does tourism marketing differ from country to country?
Tourism marketing differ from country to country. For example, in some countries, like
Thailand and Indonesia, tourism is the main source of income and that’s why they are so good at
it. In other countries, like Germany and France, tourism is not their main source of income and
that’s why they don’t care about it as much as other countries. There are many differences between
these two countries but the main one is that Thailand and Indonesia have a lot of things to offer
tourists while Germany and France do not have much to offer tourists. This makes Thailand and
Indonesia more successful in terms of tourism while Germany and France struggle with their
tourism industry.
The tourism industry has been a key source of revenue for many countries. Tourism has
the potential to contribute to the economic growth of developing nations. However, the tourism
sector is faced with challenges from different sources. It is important for governments to
understand these challenges and develop strategies that can help in overcoming them (Koh &
Rajagopalan, 2009). The main aim of this study is to investigate how tourism marketing differs
from country to country. This will help in understanding how marketing strategies are developed
in different countries and what factors influence them (Bruner et al., 2010). The tourism industry
has been a key source of revenue for many countries. Tourism has the potential to contribute to
the economic growth of developing nations. However, the tourism sector is faced with challenges
from different sources. It is important for governments to understand these challenges and develop
strategies that can help in overcoming them (Koh et al. 2009). The main aim of this study is to
investigate how tourism marketing differs from country to country. This will help in understanding
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how marketing strategies are developed in different countries and what factors influence them
(Bruner et al., 2010).
Drane (2012) noted that there are several factors that determine the success or failure of
tourism marketing in any given country. These factors include the prevailing national culture and
politics, economic conditions, and demographic patterns. As such, tourism marketing differs from
country to country because of these differences in factors. Goggin and Hui (2009) explained that
tourism marketing is a dynamic process of planning, implementing, and managing campaigns by
organizations involved in the travel industry. They added that it involves both supply and demand
sides of tourism services as well as issues such as product differentiation and customer satisfaction
management. Kim and Kim (2015) stated that successful tourism marketing has to take into
account cultural values, beliefs and behavior patterns of people living in different countries. This
is because culture influences how people think about themselves and their environment; how they
coordinate with others; how they make sense of their world through their language; what they
value more than others; what motivates them; how they perceive information etcetera (Kim et al.
2015).
Tourism marketing in China has traditionally been focused on attracting foreign tourists
from other countries rather than promoting domestic travel within China. This is beginning to
change however as more Chinese citizens are traveling abroad for vacations and business trips.
Many Chinese companies are now starting to promote domestic travel services within China as
well as abroad (Ngeng et al.2013). The industry is also affected by economic factors such as
exchange rates between foreign currencies and local currencies. A high exchange rate makes
foreign currency expensive and thus reduces consumer demand for imported goods (Hobbs et
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al.2010). Conversely, a low exchange rate makes foreign currency cheap and increases consumer
demand for imported goods (Hobbs et al. 2010). Moreover, economic instability affects consumer
confidence which may result in reduced spending on luxury items such as travel (Hobbs et
al.2010). Thus, a country with high inflation rate can negatively affect its tourism industry if
consumers cut down on their spending patterns.
https://www.hotelmize.com/blog/6-key-travel-industry-growth-statistics/
Table 1: Tourism trend and policy priorities: Source (OECD 2022)
II. Challenges faced by emerging economies when trying to develop tourism marketing
strategies
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Tourism has become a key part of many countries’ economies as it has been identified as
a key source of foreign exchange earnings (Lloyd et al. 2009). Tourism is often referred to as “the
largest employer in the world” (Lloyd et al. 2009). According to Lloyd and Mullins (2009)
“tourism will continue to be one of the fastest-growing industries in the world”. This means that
there will be more jobs available for people in this industry and more opportunities for them to
earn an income from their skill sets as well as enjoy their time off from work if they choose to do
so.
One of the major challenges faced by emerging economies when trying to develop tourism
marketing strategies is the limited resources available to them. This is because they have limited
budgets and are therefore unable to spend as much on marketing campaigns as developed countries
can (Sanchez 2010). For example, in 2009 China spent $195 million on its tourism promotion
campaign against USA’s $1 billion (Sanchez 2010). Similarly, Russia spent $60 million in 2009
while USA spent $1 billion (Sanchez 2010). This has made it difficult for emerging economies to
compete effectively with developed economies since they do not have sufficient funds to promote
their destinations effectively.
Another challenge faced by emerging economies when trying to develop tourism marketing
strategies is lack of financial resources (Sanchez 2010). For example, in 2009 China spent $195
million on its tourism promotion campaign against USA’s $1 billion (Sanchez 2010). Similarly,
Russia spent $60 million in 2009 while USA spent $1 billion (Sanchez 2010). This has made it
difficult for emerging economies to compete effectively with developed economies since they do
not have sufficient funds to promote their destinations effectively. Consequently, emerging
economies when trying to develop tourism marketing strategies face competition from other
emerging countries which offer similar products at lower prices (Sanchez 2010). For instance,
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China is competing with India as well as Thailand in many areas such as hotels and restaurants
(Sanchez 2010)
Furthermore, many developing countries lack adequate infrastructure such as roads, hotels
and restaurants that could accommodate large numbers of visitors every year. This makes it
difficult for them to compete effectively with developed countries that have better facilities for
tourists. Without proper infrastructure, tourist destinations may not be able to attract foreign
investors who could invest in these facilities if only they were available in their own countries.
Emerging economies when trying to develop tourism strategies tend to use high-pressure tactics
(Sanchez 2010). This has made it difficult for corporations to hire qualified candidates without
paying an exorbitant amount of money. Another challenge is that firms regularly lose their best
employees because they are lured in by other countries (Sanchez 2010).
In addition, many emerging economies when trying to develop tourism marketing
strategies is cultural differences between their own country’s culture and that of their target market
countries (Lebow et al.2009). For example, if an American tourist were planning on traveling
abroad, they would expect certain things while they are there such as hotels with air conditioning
and clean water, however, this may be different than what an English person would expect while
traveling abroad (Lebow et al. 2009).
III. How the challenges can be overcome
Tourism marketing strategies are becoming more complex due to the challenges that
emerging economies face. One of the challenges is how to deal with cultural differences and the
other is how to make a profit in an industry that is not making money. The emerging economy
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tourism demand is increasing, but so are its problems. The problems range from cultural
differences, lack of infrastructure and poor human capital. This has led to many challenges which
can be overcome through strategic planning and implementation of these plans. To overcome these
challenges, we must first understand them better. We need to know what they are and how they
affect us as marketers or consumers. Once we understand them better, we can come up with
solutions for them so that we can still develop tourism marketing strategies successfully in
emerging markets.
The article by London and Hart (2004) explores the main challenges that emerging
economies face when trying to develop tourism marketing strategies. It argues that the traditional
approach of transnational marketing model is no longer effective because it fails to consider the
local factors and cultural differences. The authors argue that a new approach should be adopted
that considers both global and local factors. The article by London and Hart (2004) explores the
main challenges that emerging economies face when trying to develop tourism marketing
strategies. It argues that the traditional approach of transnational marketing model is no longer
effective because it fails to consider the local factors and cultural differences. The authors argue
that a new approach should be adopted that considers both global and local factors. The
transnational model is based on three main assumptions:1) A homogeneous culture throughout the
world;2) A high level of acceptance of Western culture; 3) A similar pattern of consumption across
countries (London & Hart 2004).
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https://www.thoughtshift.co.uk/travel-industry-marketing-trendsstatistics/https://www.thoughtshift.co.uk/travel-industry-marketing-trends-statistics/
https://www.thoughtshift.co.uk/travel-industry-marketing-trends-statistics/
Table 2: Tourism data
IV. Implications of tourism marketing to travel and tourism
Tourism marketing strategies are used to promote a destination or event through various
channels such as television and print media. There are several benefits associated with tourism
marketing; for instance, it helps businesses create awareness about their products and services,
increase sales and gain competitive advantage over competitors (DeFur et al. 2010). However,
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there are also some disadvantages associated with tourism marketing such as high cost involved
in developing promotional materials (DeFur et al.2010). To achieve success in tourism marketing
strategies, it is essential for marketers to conduct literature reviews on various topics related to
tourism marketing such as history of tourism marketing research and its future prospects. Tourism
marketing involves understanding the needs, wants and desires of potential consumers or clients
before developing strategies that will help them achieve their goals (Chalabi et al. 2007). This
research aims at exploring how tourism marketing affects travelers’ choice of destination using
secondary data from various sources such as scholarly articles, books and journals published on
tourism marketing issues over the years by different authors who work in this area.
V. Similarities and differences between these countries regarding their tourism
marketing strategies
Gertner (2010) examined the effect of country images on tourist and study destinations.
The researcher examined different methods and results in terms of consumer behavior in different
countries. Gertner (2010) uses an empirical study to compare two countries: Germany and Japan,
regarding their tourism marketing strategies. He uses the World Tourism Organization database
for his research (WTO Tourism Highlights 2010). The data for this study came from this database,
which provides information about tourist arrivals per country per year from 1995 until 2008 (p.
384).
The study found out that between 1995 and 2008 Germany saw an increase in annual tourist
arrivals from 19 million to 29 million while Japan saw an increase from 5 million to 6 million
during the same period (p. 385). Germany also saw an increase in average spending per visitor
from US$1. The researcher conducted an online survey to collect data from participants and
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analyzed them using statistical methods such as t-test, ANOVA and Pearson correlation coefficient
test. The results revealed that there were significant differences among countries in terms of
consumer behavior (p<0.05). For example, Korean tourists were found to be more effective at
learning about a country before they visit it compared to Japanese tourists (results of t-test). This
could be attributed to the fact that Koreans are more familiar with the Internet than Japanese people
are (p<0.001). Also, Korean consumers are more likely to learn about new places through
newspapers and magazines compared to Japanese consumers (results of Pearson correlation
coefficient test). However, because this study was conducted online, it is possible that there might
be some bias in terms of sample selection because only people who have access to Internet can
participate in this survey or those who have a tendency for online shopping may have a higher
tendency for participating in this survey than those who do not have.
VI. How tourism marketing strategies differ based on whether they are developed or
developing countries
A study conducted by Wee et al. (1986) examined the differences between developed and
developing countries in their tourism promotion strategies. The study was conducted using a
survey that was administered to a sample of 300 tourists visiting Singapore who were interviewed
using an interview schedule that was designed by the researchers specifically for this purpose. The
results indicated that there are significant differences in terms of what tourists expect from a
destination when they visit it for business or pleasure as well as how much time they would spend
there if they had unlimited resources available to them. Based on these findings, the researchers
concluded that there is need to examine more closely the factors influencing visitors' expectations
and behavior when they travel abroad.
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Tourism marketing strategies differ based on whether they are developed or developing
countries. In developed countries, the tourism marketing strategies focus on product differentiation
and brand image to attract visitors. In contrast, the strategies for developing countries focus on
product differentiation, but also include other elements such as pricing and distribution mix
(Hakam et al., 1986). Developed countries have more sophisticated tourism markets with high
levels of sophistication of consumers and producers (Wee, Hakam, & Ong, 1986). These markets
have many possible products and services to choose from. Therefore, the major strategies used by
marketers in these markets are product differentiation and brand image.
In developed countries, tourism marketing is mostly comprised of destination-oriented
marketing as compared to product-oriented marketing. Destination-oriented marketing focuses on
promoting the destination itself (e.g., Paris) while product-oriented marketing focuses on
promoting products within the destination (e.g., Eiffel Tower). On the other hand, developing
countries have a higher reliance on product-oriented strategies compared to destination-oriented
strategies. This is because most of them depend more heavily on their natural resources and
attributes such as beaches and mountains to attract visitors. For example, Thailand relies heavily
on its beaches and mountains rather than its cultural heritage sites or shopping districts like some
European destinations do. This can be seen through their websites which place more emphasis on
photos of beaches and mountains than anything else.
VII. Some of the best practices that these countries can adopt for improving their tourism
prospects
The study by Buhalis et al. (2004) examined e-tourism developments in Greece, which
have significantly changed over time. The authors stated that there are various factors that have
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contributed to the development of e-tourism in Greece. One of these factors is the rapid increase
in the Internet access rate in Greece from 42% in 2002 to 76% in 2003 (Buhalis et al. 2004).
Another factor This article explores the tourism-poverty nexus, using case studies from three
developing countries. The author describes how tourism can be used as a tool to alleviate poverty
and promote sustainable development. This is done by addressing challenges that have arisen in
previous efforts to develop tourism and its potential to impact positively on poverty reduction was
the introduction of new technologies such as the mobile phone and satellite television (Buhalis et
al. 2004). These innovations have resulted in increased accessibility and affordability for most
people living in Greece.
The authors also stated that Greece has many websites dedicated to promoting Greek
culture and tourism products (Buhalis et al.2004). There are more than 1,200 websites that promote
Greek culture through various means such as music videos, photos, and articles on history (Buhalis
et al.2004). The study explores the relationship between tourism and poverty. The analysis is based
on secondary data from a global dataset of more than 100 countries, which includes most of the
world’s major tourist destinations. The study found that there is a significant positive correlation
between the number of tourists visiting a country and its level of poverty. The correlation is
stronger for less developed countries than for more developed ones. However, this does not mean
that tourism causes poverty or that there is no link between tourism and poverty reduction. Tourism
can be both a cause and an effect of economic growth; it also has some direct impacts on economic
development through its impact on employment, wages, and productivity (Scheyvens et al., 2007).
The study suggests that governments should consider adopting some best practices regarding how
they manage their tourism industry to ensure that they benefit from tourism while avoiding
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negative impacts such as environmental degradation and displacement of local populations due to
rapid increase in infrastructure development (Scheyvens et al., 2007).
This article explores the tourism-poverty nexus, using case studies from three developing
countries. The author describes how tourism can be used as a tool to alleviate poverty and promote
sustainable development. This is done by addressing challenges that have arisen in previous efforts
to develop tourism and its potential to impact positively on poverty reduction. The author identifies
challenges such as limited information on links between tourism and poverty reduction and lack
of research on the role of micro, small and medium enterprises (MSMEs) in reducing poverty
through tourism sector growth. He presents an analysis of these challenges, which led him to
undertake a research study in three developing countries namely Thailand, Cambodia, and the
Philippines.
Methodology
The research methodology used for this study was through use of secondary data from
various publications, archives and various reviews. The data obtained were analyzed using SPSS
software version 18.0 for Windows (IBM Corp., Armonk, NY). Descriptive statistics were used to
summarize the collected data while inferential statistics such as t-test were used to compare means
between variables. The research work will be conducted in three phases: Phase 1: Primary data
collection: Phase 2: Secondary data collection: Phase 3: Analysis, Interpretation and Presentation
of Findings.
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The study used secondary and primary sources. Secondary sources were collected from
library resources such as books, journals, periodicals, and databases. These resources were used to
find information that is already published by other researchers.
Primary sources are collected by the researcher himself/herself. Primary sources include
interviews with people who have firsthand experience of tourism marketing in selected emerging
economies: Implications to the travel and tourism sector, research findings and statistics. The study
involved secondary data collection using secondary sources such as books, journals, newspapers
etc., while primary data was collected by conducting face-to-face interviews with key informants
such as tour operators, travel agents, local authorities at provincial level and chambers of
commerce at provincial levels.
The qualitative data was gathered through semi-structured interviews with stakeholders
within travel and tourism industry in selected emerging economies: Implications to the travel and
tourism sector. The interviewees provided insights on their behavior regarding their attitude
towards tourism marketing in selected emerging economies: Implications to the travel and tourism
sector like how they perceive it or if they feel any change has happened due to this new trend or
not? The quantitative data was gathered by conducting a survey among tourists from different
countries who are visiting selected emerging economies: Implications to the travel and tourism
sector for leisure purposes about their satisfaction level with respect to quality of service provided
by hotels, airlines, etc., as well as their overall satisfaction level with respect to price paid for
services received by them during their visit there.
Results
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The study was conducted in two phases: the first phase was conducted by a market research
company (MRC) who sent questionnaires to major hotels in each country, whereas the second
phase was carried out by a group of researchers who visited different hotels and tourist attractions
to collect information. The questionnaire contained questions regarding the characteristics of
tourists who visit each country. The results were collected and analyzed using SPSS software. The
questionnaire was divided into three parts: demographic questions, vacation experiences and postvacation satisfaction. The findings showed that the most important factors influencing vacation
choice are price, weather, friends’ recommendations, and location of the destination. This study
has implications for tourism marketers who want to target middle income tourists from emerging
economies such as China, India, and Brazil. The study revealed that there are many marketing
approaches which can be used to promote tourism in selected emerging economies. These
approaches include social media marketing, hotel marketing, advertising, and promotional
strategy. The findings showed that social media marketing is a better way of promoting tourism in
selected emerging economies as compared to other traditional methods of promotion like
newspaper advertisements or billboards because it is less expensive.
22
https://www.mdpi.com/1911-8074/13/12/303/htm
Table 1: Tourism arrivals: Source (statistica 2022)
Discussion of results
The results of the study revealed that there was a significant difference in the mean scores
of tourists' perception on tourism marketing in selected emerging economies. This means that there
is a significant difference between the mean scores of perceived tourism marketing in selected
emerging economies when compared to the mean scores of perceived tourism marketing in
developed countries. The p value was found to be less than 0.05, which means that there is a
significant difference between the mean scores of perceived tourism marketing in selected
emerging economies when compared to the mean scores of perceived tourism marketing in
developed countries. results also showed that there were no significant differences between the
mean scores on perceived tourism marketing by male and female tourists on selected emerging
economies.
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https://www.ceicdata.com/en/angola/tourism-statistics
Table 2: International Tourism Arrivals: Source: (statistica 2022)
The results show that most of the respondents from the selected emerging economies
indicated that they are willing to spend more on domestic tourism if it is promoted by their
government. This is evidenced by the high positive mean of 4.23 and standard deviation of 1.45,
which indicates that most respondents agree with this statement. In addition, most respondents
agree with the statement that they are willing to spend more on domestic tourism if it is promoted
by their spouse/partner, with a mean score of 4.15 and standard deviation of 1.42. The research
also revealed that there were several challenges faced by tourist destinations when using online
marketing strategies. These include: (1) high cost associated with this strategy; (2) lack of
resources to implement this strategy effectively; (3) lack of skills required to implement this
strategy effectively; (4) poor internet infrastructure which makes it difficult for tourists to access
information on various tourist destinations; (5) cultural differences between countries which make
it difficult for people from one country to communicate with each other effectively; and (6) various
regulations set by governments which limit the use of some communication channels such as social
media platforms. These findings indicate that there is a need for government intervention in
promoting domestic tourism among citizens from these selected emerging economies as well as
among those who are married or in a domestic relationship with these citizens.
The study was conducted to determine if there are any differences between tourism
marketing strategies adopted by different countries. This was done by conducting research into
selected emerging economies such as China, India, Brazil, and Russia among others. The results
from the study showed that there were some similarities among all countries but also some
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differences as well. For instance, every country had developed its own unique way of attracting
tourists through various channels of communication such as television advertisements or billboards
etcetera. However, there were also certain similarities amongst these countries such as using social
media platforms like Facebook or Twitter for advertising purposes (Kumar et al. 2016).
https://blogs.imf.org/2020/08/20/tourism-trauma-and-covid-19/
Table 3: Emerging economies tourism presence means: Source (OEDC 2022)
The study sought to investigate how tourism marketers in selected emerging economies
use social media as a marketing tool to promote their destinations. The findings revealed that there
is increasing use of social media by tourism marketers as a marketing tool. The study also showed
25
that most marketers use social media for sharing content and engaging with prospective customers.
However, there is still a gap in terms of using social media for attracting new customers and
increasing revenue in terms of number of people visiting their countries. The study concluded that
the main challenges faced by tourism marketers in emerging economies are insufficient budgets
allocated for marketing activities; limited time allocated for managing and monitoring social media
channels; low understanding of how different types of content can be used effectively on social
media platforms; lack of training and mentoring on how to effectively use different types of content
on different types of platforms; lack of knowledge about how to measure success and ROI from
using social media platforms; and lack of access to sufficient technical resources such as staff with
expertise in digital marketing.
The results of this study have shown that there are several factors that affect tourism
marketing in the emerging markets. These include economic factors, social factors, and political
factors among others. It was found out that economic factors have a very strong influence on
tourism marketing in these countries because they determine whether people will travel to other
countries as tourists or not at all. Social factors also play an important role in determining whether
people will travel as tourists or not because they influence whether people get enough money to
travel abroad or not. Political factors also influence tourism marketing positively by providing
opportunities for businesspeople to invest their money into tourism enterprises within their borders
to reap profits from them (Gibbons et al. 2005).
Recommendation and Conclusion
Recommendation
26
Tourism marketing uses a variety of strategies to attract tourists and investment to a
destination. The goal is to increase visitor numbers by promoting image, advertising campaigns,
products, and services at destinations around the world where tourism takes place. These strategies
can include developing custom products for different groups of travelers, using direct and indirect
marketing techniques, such as social media marketing or search engine optimization (SEO), and
tailoring programs specifically for audiences like seniors or children.
Tourism Marketing is a function of the tourism industry that deals with destination
promotion, tourists’ attraction, and investment. It also includes advertising campaigns that promote
the image of a destination, product, or service. The Tourism Marketing can be done by public or
private organizations.
Taking India scenario, that has been using several different strategies to promote its tourism
industry. A major strategy is to increase its brand awareness among potential tourists through
various campaigns and advertisements on TV, newspapers, magazines, and billboards etc. Another
major strategy is to develop a website where tourists can get information about India's attractions
(tourist attractions) and get details about hotels and other accommodation facilities available in
India (Jacobsen et al. 2010).
Tourism marketing involves promoting destinations, hotels, and attractions. It also includes
advertising campaigns that promote the image of a destination, product, or service. Tourism
marketing can be undertaken by public or private organizations.
Conclusion
27
A concise and coordinated tourism marketing mix strategy offers a country the best
opportunities to market its assets. A holistic tourism marketing mix strategy prepares a destination
for a global market and gives the destination more exposure on the world stage. If a country is
struggling with its tourism marketing, we recommend that it should evaluate its destination
marketing tools and programs against comparable others in their geographic location, adjust the
destination marketing tool to better meet the destination's needs and use as well as present a new
direction for development.
Tourism marketing is a complicated process, but not one that
overcomes the need for inter-country collaboration, the need to adopt pertinent strategies, the free
flow of information and a common approach to achieve goals. holistic approach is necessary since
the present marketing models focus too much on quantity at the expense of quality and relevance.
The most important message that comes out of this research is the fact that there is a huge room of
improvements that need to be done in terms of marketing strategies in tourism. Many agencies and
organizations have failed to produce successful marketing campaigns that would attract the kind
of target market required to support the sector.
28
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Appendix
Table 4: Tourism marketing basic (ResearchGate 2022)
Table 5: international Tourism data source (statistica 2022)
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Table 6: Tourism and destination income : Source (statistica 2022)