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Task Description This is an Individual Assignment. Students are to select any Tourism or Hospitality marketspaces to find an organization or enterprise that is engaging in significantly by interactive...

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Task Description

This is an Individual Assignment. Students are to select any Tourism or Hospitality marketspaces to find an organization or enterprise that is engaging in significantly by interactive marketing activities over the web, conduct an audit of the site. Students are required to present a report on their analysis.

You must have your market and organisation approved by Lecturer by week 3.

In your report on the website, you will:

·Identify the purpose of the site and its web business model

·Decide the target market for the site and any consumer behaviour issues of that target market

·Consider the dynamic forces of the industry in which the organization operates,

·Carefully analyse the site and critically evaluate it using 7Cs of customer interface, Web Qual, ease of navigation and attractiveness of the site, how it builds traffic/ develops e-CRM, and the effectiveness of its online branding.

Task Length -3000 words

Criteria used to grade this task:

1.Identify the purpose of the a website and its web business model using a real-world example

2.Identify the target market for the site and any consumer behaviour issues of that target market

3.Carefully analyse the site and critically evaluate it using digital marketing analysis tools

4.Examine internet marketing strategy of a given business and its relationship with business strategy

5.Profile a company’s current customer base and potential target markets as well as its competitors

6.Compare different elements of a company’s communication mix and justify the extent to which they should be supported or supplanted by digital and direct marketing methods.

7.Examine the influence of the internet on the marketing mix

8.Correctly reference literature review using the APA referencing style

Estimated Student Workload:6-8 hours

SeeSeparate Marking Rubricfor the detailed marking allocation

Links to Subject Learning Outcomes:Learning outcomes 1, 2, 3 and 4are assessed in this task

Answered Same Day Aug 19, 2021


Ishika answered on Aug 22 2021
122 Votes
Digital Marketing Website Audit Report
[Type the company name]
Digital Marketing Website Audit Report
Student Name
[Pick the date]
Table of contents
1.Introduction:    3
2.Aim of website:    3
3.Web business model:    3
4.Target market:    4
5.Dynamic tourism and industry hospitality force:    4
6.Analysis of website:    5
7.The ease of navigation and attractiveness:    7
8. Building traffic and developing e-CRM:    7
9.Effectiveness of online
anding:    8
10.Evaluation with digital market analysis tools:    8
11.Internet marketing strategy:    9
Product:    9
SEO:    9
Social media:    9
Paying quest:    9
E-mail marketing    9
Offline:    9
Marketing reference:    9
Community:    9
Marketing content    9
12.Customer base, potentials, competitors:    9
13.Elements of communication mix:    10
14.The influence of the internet on marketing mix:    10
Product:    11
Price:    11
Place:    11
Promotion:    11
1. Introduction:
The Ai
nb name is an air bed &
eakfast shortened form. It was started in California , USA, but has spread widely. It is a market place. It cu
ently has over 7 million cities listed across 100,000 cities worldwide in 220 countries (Ai
nb Newsroom, 2020). It links customers to the local hotel owners, homes and apartments for short-term reservations, such as housing, tourism and hospitality.
It was founded in “2007 by Joe Ge
ia and Brian Chesky” with the intention that their loft and air mattress will be leased to travelers for additional rent. It developed the idea into a business enterprise that was initially manually executed and eventually turned into a website with cheaper reservations than hotels (Brown, 2015).
2. Aim of website:
nb acts as the guest-host link. It helps travelers to book comfortable and inexpensive apartments and homes and to pay homeowners. The listing of properties of interested hosts on their website is free, and a service fee is charged for each customer who reserves their house.
The aim of the company is not just to rent homes, but to help build a world where people can live, instead of traveling to it (Ai
nb Mission Statement). It also means to create a world where people can belong.
3. Web business model:
The company model is such that the guest and host are related, the host collects the money, transfers it to the host and charges a service fee. It is known for its reduced rates and provides a safe alternative for payment.
Those who want to rent their property must give Ai
nb the information and price rages, who takes photos of the location and lists them. Travelers may look into the areas listed, book suitable houses and transact via Ai
nb based on their requirements. The hosts will provide information about the prospector and provide Ai
nb payment a day after the client a
ives if they accept the stay. All guests and hosts check the skills of potential customers when selecting a location or the next host (Vizologi, 2018).
Price of Ai
nb varies by number of residences, guest reservation, average guest charge and the percentage of Ai
nb's rental income.
4. Target market:
The company's target demographic is:
· Householders who want to earn extra cash by renting their whole or part of land.
· Travelers i.e. business travelers who choose to live with safe payments in cheap locations.
· Tourists who want a homely or local experience to visit different place.
· Hosts or travelers who want to meet new people and get to know them.
· The Millennial, Generation Z, and other new technological literacy groups.
5. Dynamic tourism and industry hospitality force:
Tourism and hospitality is both culturally and foreign driven and is a rapidly growing and constantly evolving market. External factors, such as organizational systems, staff, customer service, locations and services, have led to the need for a particular host organization.
Companies are also influenced by external forces. For example, the advancement of transport technology contributes to higher demand and supply. Tourism is rapidly prefe
ed, political stability and acceptable legal patterns.
The economic conditions influence consumer demand, as tourism increases in an growing economy. Social factors such as a growing client base contribute to a competitive market that demands an unforgettable experience. Heavy rivalry often occurs every day between sellers and new businesses.
Therefore, these industries must keep pace. It can be achieved by seeking input from consumers to learn how to personalize the product to their taste, continuously develop the
and and integrate new technology..
6. Analysis of website:
User, information, industry, culture, link, communication and configuration included in customer interface 7Cs.
Context of website:
It is categorized into options of the places to stay in, checking in and out dates, adding guests, a search tool, and help center that makes it easy to navigate. It also has a section of information for guests, hosts, covid-19 responders, latest announcements, and the World Health Organization (WHO) updates.
Content used:
The content ranges from images, text, videos, and articles. It is a
anged based on cu
ent events and promotions, such as Frontline Stays for covid-19 responders, monthly says, and online activities. It also has an emotional appeal by hosting and sharing online experiences, a community option for Ai
nb magazines, inviting friends, and sending gift cards.
The content is also place-sensitive to offering information that is relevant based on the users’ location. Emotional appeal is created by the shared online experience that includes meditation, cooking, exercise with friends, animals, and music mixes.
The website offers a cognitive appeal by providing filters such as the type of place a person wants, size, the amount of money they are willing to spend, cancellation flexibility, instant bookings, address, amenities available, business travelers, house rules, and even the language is spoken. This enables clients to choose a home that suits them perfectly and will be comfortable to stay in.
Way of commerce:
Payment for bookings and travel is made directly to the website by registered clients. It offers an a
ay of transaction options such as credit cards, gift cards, coupons, and travel credit from refe
als. Once invoiced, the client gets a receipt and a reservation that can be printed out. The website has well-organized details on pricing, taxing, cancellation and refunds. A client can also access a detailed transaction history of previous trips. Different payout methods are available to hosts depending on their location and preferences.
Brand community:
The website has several activities that allow user-user interaction, such as the Ai
nb magazine that will enable subscriptions, hosting the magazine, and pitching stories. An...

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