Tourism Hospitality Sales and Promotion

Question: Discuss about the Tourism Hospitality Sales and Promotion. Answer: Introduction The identified advertisement has been published in Virgin Australia Voyeur magazine presenting the incredible natural beauty of Australia. The promotional advertisement will attract the tourists travel in Virgin Airlines to visit Australia. In addition to that, the selection of representation technique and images of most renowned natural destinations have been reflected on the print advertisement to provide a fabulous location (Raghavan, 2015). The destination will help the airline to bring more business clients to choose Virgin Airlines to visit the country. Organisation and Industry Background Virgin Australia Airlines is the second largest Australian airline company that serves the main cities of Australia. The company was formally named as Virgin Blue Airlines that has turned to be the biggest airline by the fleet. Virgin Australia transformed its services to become the New World Carrier and has served the needs of Australian Tourism Department (Travel.virginaustralia.com, 2016). Australia is a good choice for nature loving people, and the development of the Airline industry has served the tourism needs of the country. Major cities of Australia are connected through air support that provides the visitors with a comfortable experience. Market Review The statistical data of tourism industry shows that domestic travelling has declined in the recent years due to different terrorist activities all across the world. Furthermore, the recent fluctuation in the oil prices has negatively impacted the Australian Airline Industry. Considering the international tourism in Australia, it can be seen that the figures of international tourist visiting Australia has increased in the recent years (Park Young Jin, 2015). Hence, the tourism industry and other support industry that relies on the tourism industry have the potential to grow in the recent years. A figure has been given below that presents the number of tourists visiting Australia from different parts of the world. Figure: Tourist visits in Australia Source: (www.tourism.australia.com, 2015) Recent development in the marketing policies of the Australian Tourism industry portrays a pull in the demand of tourist visiting Australia. Hence, there is a potential for growth in the Airline industry as well as in the tourism industry of Australia (Stewart and Furse, 2010). To fight the high level of competition, Virgin Australia has improvised different marketing tactics and advertising activities to promote the brand in Australia. In order to promote the brand, the company has focused on promoting Australian tourism to attract foreign visitors. Critical evaluation of the promotion and advertising AIDA framework The AIDA framework has been highly applied in the magazine advertisement as described below. Attention: In order to get the attention of the target audience, significant photographs and presentation techniques have utilised in the magazine advertisement. On the other hand, vibrant colours have been used to get the attention of the target demographics. Interest: In terms of interest perspective, the highly classified advertisement will let the reader know about the most suitable destination of the island continent. Moreover, the presentation is the key resource of public interest in this very advertisement (Janssens and De Pelsmacker, 2015). Desire: The name of the brand has been tactically utilised in the advertisement to promote Virgin Airlines through their Virgin Australia Voyeur magazine. The desire of the advertisement can be mentioned as the inspiration to visit Australia through the Virgin Airlines. Action: The action presented in the advertisement will encourage the passengers of Virgin Airlines to prefer the services of the group in case of visiting a prime destination such as Australia from any part of the globe. Advertising Appeal Looking into the printed advertisement of Virgin Airlines, it can be seen that the picture portrays different appeals to the viewers to attract their attention. First is the rational appeal that provides the viewers with knowledge about Australia and some major attraction of the region (Stewart and Koslow, 2009). Second is the sexual appeal that has been used by portraying a female figure in the advertisement. Hence, it can be seen that the advertisement is quite effective in attracting people and helping the company to promote its brand and Australian tourism. Message execution style In the given print advertisement, the message execution style has included vibrant images, public lifestyle and testimonial of the prime locations in Australia. By focusing on the main holiday destinations in Australia, the magazine advertisement has made an appeal to the target audience to pick the best locations. Also, the introductory brief about the Great Barrier Reef has been provided to encourage the visitors. Along with that, one of the selected images has perfectly explained the lifestyle of the people in the visiting country. Furthermore, the testimonial of the locations has been impressive for message execution supportive for the airline corporation (Kim, 2015). Recommendation On the basis of the selected advertisement of Virgin Airlines, some of the additional features and services must be included in the advertisement so that the target customers may identify the latest schemes and services of the airline company. Tactically, the advertisement should focus on a particular subject or service of the airline corporation (Gotlieb and Sarel, 2012). Moreover, the message execution style can be improved by promoting some product symbols or building a mood around the subject of the advertisement. Conclusion The complimentary advertisement has shown the tourist locations and lifestyle of the visitors in the prime locations in Australia to motivate them for visiting the country. At the same point in time, as the magazine is given to the passengers of Virgin Airlines in the boarding schedule, the passengers will identify the services and advantages of the airlines for further access through the advertisement. References Anon, (2014).Virgin Australia Voyeur. [online] Available at: https://travel.virginaustralia.com/sites/default/files/styles/hero_large/public/landing_page/display_image/20140910/1000x400_voyeur.jpg [Accessed Aug. 2016]. Gotlieb, J. and Sarel, D. (2012). The influence of type of advertisement, price, and source credibility on perceived quality.Journal of the Academy of Marketing Science, 20(3), pp.253-260. Janssens, W. and De Pelsmacker, P. (2015). Advertising for New and Existing Brands: The Impact of Media Context and Type of Advertisement.Journal of Marketing Communications, 11(2), pp.113-128. Kim, W. (2015). An Exploratory Study of the Influence of Cognitive Styles on the Perception and Advertising Effects of Contextual Advertising.The Korean Journal of Advertising and Public Relations, 17(3), p.169. park young jin, (2015). A study on advertisement effects of the type of Internet banner advertising -Focusing on the Naver Time board Rolling board-.Journal of Korea Design Knowledge, null(34), pp.397-406. Raghavan, J. (2015). Branding Unity: Impact of Advertisements on Patriotism, Unity and Communal Harmony.Media Watch, 6(1), p.82. Stewart, D. and Furse, D. (2010). Analysis of the Impact of Executional Factors on Advertising Performance.Journal of Advertising Research, 40(6), pp.85-88. Stewart, D. and Koslow, S. (2009). Executional Factors and Advertising Effectiveness: A Replication.Journal of Advertising, 18(3), pp.21-32. Travel.virginaustralia.com. (2016).Virgin Airlines. [online] Available at: https://travel.virginaustralia.com/sites/default/files/styles/hero_large/public/landing_page/display_image/20140910/1000x400_voyeur.jpg [Accessed Aug. 2016]. tourism.australia.com. (2015). ABSarrivalsDec2015. [online] Available at: https://www.tourism.australia.com/documents/Statistics/ABSarrivalsDec2015.pdf [Accessed Aug. 2016].