An Introduction that Defines Tourism Marketing Concepts

 

1.1 Tourism Marketing Concepts and Aim of the Report

Tourism marketing is defined as the strategic promotion of tourism-related products and services aimed at attracting and retaining customers. Segmentation, targeting, positioning, and all promotional strategies are used to improve the experiences of the customers. Thus, the analysis involved both internal and external analyses of the marketing strategies of Marriott International Inc.

1.2 Structure of the Report

The report is made in five chapters, starting with the Company background, internal (STP) analysis, external (Porter’s Five Forces) analysis, and future (recommendations). Each part provides essential guidance into Marriott's marketing procedures and its state of competition in the international tourism industry.

 

 

Chapter Two

  Background of the Company

2.1 History and Background of Marriott International Inc.

J. Willard Marriott founded Marriott International Inc. in 1927 as a root beer stand, which later grew into the hospitality industry. It is one of the globe’s leading hotel chains, operating over 8,000 properties across 139 countries today.

2.2 Marriott’s Position in the Global Tourism Industry

Marriott International’s reach is all over the world, being a powerhouse in the global tourism and hospitality sector with luxury, premium, and select service brands. The preparation of the business proposal is focused on a competitive advantage allowed in the company through a strong market presence, with innovative loyalty programs, customer-centric strategies, and making a powerful impression on the customers so that they remain loyal and satisfied (Selin and Selin, 2022).