Extended Marketing Mix for Attracting Gen Y or Gen Z Travellers in UK Tourism Industry

Assessment 1- 15 Minute presentation (powerpoint) IMPORTANT NOTE You are asked to pre-record your presentations using PowerPoint. chosen tourism business is :

Modern Tate chosen cohort : The group needs to choose tourism or hospitality business (public, private or third sector) for the task.

1. The group also needs to choose one demographic cohort, either Gen Y or Gen Z.

2. Conduct secondary research and develop your presentation in computer software PowerPoint (in your own time, away from class).

3. Submit the presentation by one group member by the deadline: This group assignment requires you to undertake secondary research and to provide recommendations on the extended marketing mix for ONE tourism or hospitality business (public, private or third sector) from UK in order to attract domestic Gen Y OR Gen Z travellers. Gen Y and Gen Z travellers are very important market segments and many of UK Gen Y and Gen Z prefer international travel experience over the domestic one.

Hence, various tourism and hospitality businesses/organisations need to find ways to attract these markets and to effectively communicate with them in order to stimulate domestic travel. Therefore, the presentations need to demonstrate an application of extended marketing mix and make recommendations for where tourism and hospitality business can improve its efforts in addressing one of these demographic cohorts to travel domestically and discover places and attractions within the UK.

Moreover, your presentations should be based on secondary research as well as analysis of any relevant materials found from secondary sources. You need to use academic (journal articles) and non-academic (industry reports, media reports) references throughout your presentation and include a reference list with a minimum of 10 references. As a group, you need to pre-record your presentation using PowerPoint. This means that as a group you need to design slides and add the voice over. It is up to you as a group to decide if only person does the audio recording or whether all members contribute. However, all members need to make equal contributions to this group presentation.

Further questions to consider:

• What are key unique attributes of your chosen demographic cohort (UK Gen Z or Gen Y) travel segment?

• Where does this cohort search for travel information? Beyond this, you could investigate how do they make choices on where to go, what to see, what to do, where to sleep, where to eat etc.

• What is the image of that tourism or hospitality business among this cohort?

• What are the key unique tourism products and services that could be offered to your chosen cohort by your chosen business?

• What is the strategic approach and how should the business communicate with that cohort? Consider, for example, the use of design, semiotics, colours, typography, humour, product placement, celebrity endorsement etc.

• What would be the most effective marketing mix for reaching the target audience?

• To what extent should the business prioritise digital marketing and social media over other communication tools to communicate with the chosen cohort?