INTRODUCTION

❑ Marketing Mix: The combination of product, pricing, promotion, and place (distribution) techniques that a business use to successfully sell its goods or services is known as the marketing
mix.

❑ 7 Ps of Marketing Mix:

i) Product: This is a reference to the real products or services that are provided to the intended consumer base. It includes branding, packaging, quality, features, and design of the

product, among other things (Kotler, et al., 2021).

ii) Price: This is a reference to the method of pricing that is employed to establish the cost of the good or service. Pricing objectives, cost considerations, competitive pricing, and

consumer perceived value are just a few of the variables that go into pricing decisions (Kotler, et al., 2021).

iii) Place: This component, sometimes referred to as distribution, entails making the good or service accessible to the intended clientele at the appropriate time and place. The place

factor includes distribution channels, logistics, inventory control, and retail partnerships (Kotler, et al., 2021).

iv) Promotion: This covers all of the efforts made to explain to the target market the benefits of the good or service. It incorporates direct marketing, public relations, sales promotions,

advertising, and other promotional strategies (Kotler, et al., 2021).

v) People: When discussing the marketing mix, the term "people" refers to the employees who are in charge of providing the good or service to consumers. This covers all individuals

who deal directly or indirectly with consumers, including as customer service agents, salespeople, support workers, and others (Thorsten, 2004).

vi) Process: The term "process" describes the methods, frameworks, and workflows utilized in providing clients with a good or service. It includes everything from handling returns and

providing after-sales support to processing orders and delivering them. Process efficiency can improve client loyalty and satisfaction (Harrington & Weaven, 2009).

vii) Physical Evidence: This component has to do with the material and immaterial indicators that buyers consider while assessing a product or service before committing to buy. It

includes things like the actual setting in which the service is provided, branding components, packaging, and other sensory cues that affect how the customer perceives the product
(Mohammad, 2015).
 PRODUCT

❑ The range of services, attractions, amenities, and experiences that a place offers to visitors is referred to as its "product" in tourism marketing (Kotler, et al., 2021)..
❑ In order to draw tourists to Scotland, VisitScotland, the nation's official tourism body, advertises a variety of travel-related goods and experiences. These includes:
i) Iconic Attractions: Some of the famous Scottish landmarks, including Loch Ness, the Isle of Skye, and Edinburgh Castle.
ii) Natural Landscapes: Showcasing the breathtaking natural environments of Scotland, such as its untamed lochs, craggy highlands, and attractive farmland.
iii) Historic Sites: Showcasing the historical sites of Scotland, including Urquhart Castle, Stirling Castle, and the old Orkney standing stones, to highlight the country's vibrant past.
iv) Cultural Experiences: Encouraging tourists to experience the vibrant culture of Scotland by means of festivals, highland sports, traditional dances, and music.
v) Outdoor Activities: Encouraging the enjoyment of Scotland's varied landscapes through outdoor pursuits like hiking, golfing, fishing, cycling, and animal observation.
vi) Culinary Tourism: Presenting the delicious food of Scotland, such as haggis and other traditional foods, whiskey tastings, and trips to nearby food markets and distilleries.
vii) Adventure Tourism: Encouraging the travel-related adventure sports like mountain biking, kayaking, surfing, and Munro bagging (climbing mountains over 3,000-foot).
ix) Sustainable Tourism: Scotland's natural and cultural legacy should be conserved for future generations by putting an emphasis on responsible travel and sustainable tourism practices.
("Welcome to Scotland," VisitScotland)
 PRICE

❑ Price: The "Price" part of marketing entails figuring out how much the good or service will cost, taking into account things like competition, price goals, and customers'
perceptions of value (Kotler, et al., 2021)..
❑ VisitScotland uses a range of pricing techniques to draw tourists and increase income, such as:
i) Dynamic Pricing: Prices can change according on VisitScotland's analysis of demand, seasonality, and other variables.
ii) Packages: Bundled packages are available from VisitScotland that include several aspects of a trip, including lodging, travel, and tours.
iii) Discount and Promotions: In order to attract particular demographics or to incentivize travel during specified times, VisitScotland may run promotions or discounts.
iv) Seasonal Pricing: Depending on seasonal variations in demand, VisitScotland modify prices.
v) Value-added Pricing: VisitScotland could potentially raise the perceived value of its offers by providing supplementary services or experiences at no additional expense.
("Welcome to Scotland," VisitScotland)
 PLACE

❑ Place: In marketing, "place" refers to the methods and channels of distribution used to make goods and services available to target consumers at the appropriate time, place,
and quantity (Kotler, et al., 2021)..
❑ Important factors in VisitScotland's tourism promotion are location, accessibility, and distribution channels:
i) Location: Scotland's main draws for tourists from around the world are its striking landscapes and rich cultural legacy.
ii) Accessibility: By enhancing travel routes and infrastructure, VisitScotland guarantees smooth travel experiences.
iii) Distribution Channels: By extending its reach through partnerships, internet platforms, and travel agents, VisitScotland improves the visitor experience, offers vital
resources to a wide range of audiences, and stimulates economic growth ("Welcome to Scotland," VisitScotland).
 PROMOTION

❑ Promotion: In marketing, "promotion" refers to any activity that aims to convey to the target audience the benefits of a product or service. Examples of such activities
include sales promotions, public relations, advertising, direct marketing, and digital marketing tactics (Kotler, et al., 2021)..
❑ VisitScotland's Promotion Strategy:
i) Integrated Marketing Campaigns: To reach a global audience and promote Scotland's tourism products, VisitScotland executes extensive marketing campaigns across a
variety of channels, including internet, print, and social media.
ii) Content marketing: To inspire visitors and encourage interaction, VisitScotland highlights Scotland's events, attractions, and cultural experiences through articles,
videos, and social media posts.
iii) Partnerships & Collaborations: To spread its message and connect with specialized audiences interested in particular facets of Scottish tourism, VisitScotland works
with bloggers, media outlets, and travel influencers.
iv) Events and Sponsorships: VisitScotland uses its sponsorship of festivals and events throughout Scotland to advertise travel experiences and interact directly with
prospective tourists.
v) Visitor Information Centers: Throughout Scotland, VisitScotland runs visitor information centers where it offers individualized support and advice on travel
("Welcome to Scotland," VisitScotland).
 PEOPLE

❑ People: In marketing, "People" play a critical role because they represent the brand, provide consumer experiences, shape perceptions, and establish the human connection that is
essential to the success of marketing campaigns (Thorsten, 2004).
❑ Employee Skills, Experiences, and Customer Service at VisitScotland:
i) Destination Knowledge: Employees at VisitScotland are well knowledgeable in the history, culture, and tourist sites of Scotland, which allows them to offer guests insightful
advice and recommendations.
ii) Customer Interaction Skills: Strong interpersonal and communication abilities enable VisitScotland employees to interact with guests in an efficient manner, providing tailored
support, responding to questions, and resolving issues to improve the experience as a whole.
iii) Multilingual Support: Numerous staff members at VisitScotland speak multiple languages well, which enables them to accommodate the requirements of foreign guests and
create a warm, inclusive atmosphere.
iv) Hospitality Experts: Staff members at VisitScotland are educated to provide outstanding customer service, drawing on their expertise in hospitality and tourism to make sure
guests feel appreciated and supported all along their journey.
v) Continuous Training and Development: In order to ensure that its staff members provide high-quality service, VisitScotland makes continual investments in their training and
development. This keeps them abreast of industry trends, best practices for customer service, and destination expertise ("Welcome to Scotland," VisitScotland).
 PROCESS

❑ Process: The "Process" part of marketing refers to the methodical processes and workflows used to provide goods and services to clients in an effective and efficient manner;
this includes order fulfillment and post-purchase assistance (Harrington & Weaven, 2009).
❑ Customer Journey with VisitScotland: Inspiration and Booking:
i) Through VisitScotland's website or its partners, customers find inspiration and make reservations for lodging, tours, and transportation.
ii) Pre-Travel Support: To help clients get ready for their trip, VisitScotland provides itinerary planning and travel advice.
iii) Arrival & Welcome: When visitors arrive in Scotland, VisitScotland's visitor information centers provide them with individualized assistance.
iv) Travel Experience: Visitors take part in excursions, visit Scotland's sites, and get a taste of the country's culture.
v) Support & Guidance: VisitScotland is available at all times to provide assistance and support during the trip.
vi) Customer input and follow-up: Following their visit, customers give VisitScotland feedback that helps it improve its services ("Welcome to Scotland," VisitScotland).
 Physical Evidence

❑ Physical Evidence: In marketing, "physical evidence" refers to the material and immaterial cues, such as packaging, branding, and the actual space where the service is provided,
that consumers interpret and assess as proof of the worth and quality of a good or service (Mohammad, 2015).
❑ Concrete Aspects of VisitScotland's Promotion:
i) Infrastructure and Facilities: Scotland's travel amenities, such as lodging, travel, and attractions, enhance the pleasure and overall experience of tourists.
ii) Signage: Visitors can traverse Scotland's sites and attractions more easily and with less confusion when there is clear and informative signage in place.
iii) Website Design: By offering passengers a simple and easy-to-use platform to plan and research their travels, VisitScotland's website design encourages engagement and
conversion.
iv) Employee Uniforms: When employees of VisitScotland wear uniforms, it presents a polished and unified brand image to guests, inspiring confidence and trust.
v) Brochures and Marketing Materials: Eye-catching brochures and marketing materials showcase Scotland's offerings and attractions, encouraging visitors and fostering
interaction.
vi) Souvenirs: VisitScotland offers keepsakes that act as concrete mementos of guests' trips to Scotland, encouraging brand adherence and word-of-mouth advertising
("Welcome to Scotland," VisitScotland).
 RECOMMENDATION

❑ VisitScotland might concentrate on personalization through targeted campaigns and customized recommendations to improve its marketing approach and client experience.
Travelers may experience Scotland's attractions in a more immersive way by investing in digital innovation such as augmented reality experiences and virtual tours. Encourage
community involvement by working with nearby companies and influencers to present real-world experiences. Enhancing the usability of websites for individuals with
disabilities and employing data analytics to gain understanding of consumer behavior helps maximize marketing initiatives and customize products. Enhancing overall customer
satisfaction and ensuring continual improvement can be achieved by giving priority to sustainable tourism activities and implementing a strong feedback loop.

❑ VisitScotland would gain from putting these suggestions into practice since it would become more competitive in the travel sector. VisitScotland can increase the efficacy of its
promotional efforts by reaching the correct audience with the most relevant messaging by utilizing data analytics for customized marketing campaigns. VisitScotland can reach
unexplored markets by extending its digital outreach to new demographics, which broadens its clientele and spurs expansion. Additionally, improving individualized services
based on the preferences of specific travelers increases customer happiness and loyalty, setting VisitScotland apart from rivals and establishing it as a pioneer in providing
outstanding travel experiences. Overall, by optimizing its marketing impact and providing superior client experiences, these approaches would help VisitScotland maintain its
lead in the cutthroat tourism industry.
 CONCLUSION

❑ In order to manage and promote destinations, attractions, and services in the cutthroat travel business, a comprehensive approach is provided by the 7Ps framework, which is
essential for tourist marketing. Travel marketers can create strategies that cater to the varied demands and preferences of passengers while optimizing the destination's appeal
and competitive edge by taking into account Product, Price, Place, Promotion, People, Process, and Physical Evidence. The tourism industry may guarantee the excellence and
uniqueness of its products and services, adjust prices to suit consumer needs, improve distribution and accessibility, and provide outstanding customer service by implementing
the 7Ps. Within the dynamic and always changing tourism landscape, tourism marketers may maintain long-term success by increasing income, drawing in more guests, and
applying the 7Ps efficiently.
❑ Developing a coherent marketing plan for the tourism industry requires a successful integration of the 7Ps. Every component of the marketing mix is essential in determining
how customers perceive their experience overall and in making judgments about what to buy. For instance, VisitScotland must take pricing strategy into account in order to
maintain competition and the perception of value for money when marketing Scotland's picturesque landscapes and historic sites (product). Furthermore, promotional activities
(promotion) ought to draw attention to the distinctive experiences that Scotland has to offer, and distribution methods (place) ought to be in line with the accessibility and
preferences of the target audience. It is impossible to overestimate the importance of people in providing outstanding customer service, since well-informed and amiable
employees greatly increase visitor happiness. Simplified procedures also guarantee seamless interactions at all touchpoints, from making hotel reservations to visiting attractions
(process). Lastly, a focus on tangible evidence, such well created websites, educational pamphlets, and eye-catching mementos, strengthens the brand's reputation and image.
Through the efficient integration of these seven points of sale, VisitScotland can develop a comprehensive marketing plan that appeals to tourists, sets the destination apart from
rivals, and eventually produces favorable results for both passengers and the tourism sector at large.
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