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SUNNY 1
Assessment Task No 2
THT2112 Digital Marketing for Tourism and Hospitality
Tourism/Hospitality Website Audit
SUNNY 2
Assessment Task No 2
Table of Contents
Assessment Task No 2: Tourism/Hospitality Web Site Audit Report (Individual Report) ............................. 4
Length: 1500-1800 Words ........................................................................................................................ 4
Date Due: Week-6 (29 April 2018) Sunday before 11:55 PM via LMS Dropbox ...................................... 4
Weight: 30% .............................................................................................................................................. 4
Requirements:........................................................................................................................................... 4
In your report on the website, you will: ..................................................................................................... 4
Criteria used to grade this task: ................................................................................................................ 4
Estimated Student Workload: ................................................................................................................... 5
Submission Details ................................................................................................................................... 5
Feedback and Return of Work .................................................................................................................. 5
Marking Rubric .............................................................................................................................................. 6
1. Identify the purpose of the site .................................................................................................................. 8
1.1 Digital-Business and Digital-marketing Opportunities ........................................................................ 8
• Twenty-four-hour Marketing: ......................................................................................................... 8
1.2 Owned, Paid & Earned Media ............................................................................................................ 8
2. Web Business Model ................................................................................................................................ 9
2.1 Different Forms of Online Presence .................................................................................................... 9
2.1.1 Transactional E-Commerce Site ................................................................................................. 9
2.1.2 Services-Orientated Relationship-Building Website .................................................................... 9
2.1.3 Brand-Building Site .................................................................................................................... 10
2.1.4 Portal or Media Site ................................................................................................................... 10
2.1.5 Social Network or Community Site ............................................................................................ 10
3. Target Market for the Site ....................................................................................................................... 11
3.1 Target Marketing Strategy ................................................................................................................ 11
3.2 Build Personal Attributes into Personas ........................................................................................... 11
• 3.2.1 Demographic ...................................................................................................................... 11
• 3.2.2 Psychographic .................................................................................................................... 11
• 3.2.3 Webographics .................................................................................................................... 11
4. Online Consumer Behaviour Issues ....................................................................................................... 12
4.1 Reasons for Purchasing or Not Purchasing online ........................................................................... 12
4.2 Identify Behaviour in Response and Purchase Value ...................................................................... 12
4.2.1 Value = Benefits – Costs ........................................................................................................... 12
SUNNY 3
Assessment Task No 2
5. Dynamic Forces ...................................................................................................................................... 13
5.1 Internal Environment ......................................................................................................................... 13
5.1.1 Resource Analysis ..................................................................................................................... 13
5.1.2 Capability Analysis .................................................................................................................... 13
5.2 External Environment ....................................................................................................................... 14
5.2.1 Macro Environment ................................................................................................................... 14
• Evolution from Web 1.0 to Web 3.0 ............................................................................................ 15
5.2.2 Micro Environment .................................................................................................................... 18
5.2.3 Industry Analysis (Porter’s Five Forces) ................................................................................... 18
6.7C’s of Customer Interface ...................................................................................................................... 19
6.1 7C’s of Customer Interface to 7P’s of Marketing Mix ....................................................................... 21
7. WebQual ................................................................................................................................................. 22
7.1 WEBQUAL considers 14 dimensions ............................................................................................... 22
1. Information Quality ......................................................................................................................... 22
2. Functional Fit to Task ..................................................................................................................... 22
3. Tailored Communications ............................................................................................................... 22
4. Trust ............................................................................................................................................... 22
5. Response Time .............................................................................................................................. 22
6. Ease of Understanding ................................................................................................................... 22
7. Intuitive Operations ........................................................................................................................ 22
8. Visual Appeal .................................................................................................................................. 22
9. Innovativeness................................................................................................................................ 22
10. Emotional Appeal ......................................................................................................................... 22
11. Consistent Image ......................................................................................................................... 22
12. Online Completeness ................................................................................................................... 22
13. Relative Advantage ...................................................................................................................... 22
14. Customer Service ......................................................................................................................... 22
8. e-CRM, and the effectiveness of its online branding. ............................................................................. 23
8.1. e-CRM Activities .............................................................................................................................. 23
8.2. Benefits of Using e-CRM to Support Customer Engagement ......................................................... 23
SUNNY 4
Assessment Task No 2
Assessment Task No 2: Tourism/Hospitality Web Site Audit
Report (Individual Report)
Length: 1500-1800 Words
Date Due: Week-6 (29 April 2018) Sunday before 11:55 PM via LMS
Dropbox
Weight: 30%
Requirements: • 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 4.
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, WebQual, ease of navigation and attractiveness of the site, how it
builds traffic/ develops e-CRM, and the effectiveness of its online branding.
Criteria used to grade this task: • Identify the purpose of the a website and its web business model using a real-
world example
• Identify the target market for the site and any consumer behaviour issues of that
target market
• Carefully analyse the site and critically evaluate it using digital marketing analysis
tools
SUNNY 5
Assessment Task No 2
• Examine internet marketing strategy of a given business and its relationship with
business strategy
• Profile a company’s current customer base and potential target markets as well
as its competitors
• 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.
• Examine the influence of the internet on the marketing mix
• Correctly reference literature review using the APA referencing style
Estimated Student Workload: • 6-8 hours
Submission Details
• Submissions must be online via LMS
Feedback and Return of Work
• Feedback and marks will be provided via LMS within two weeks of submission
SUNNY 6
Assessment Task No 2
Marking Rubric
Subject Code & Name: THT2112 Digital Marketing for Tourism and Hospitality
Assessment Task No-2: Tourism/Hospitality Web Site Audit Report
Student Name: Student ID & Name:
Criteria&
Weightage 100%
Levels of Achievement
High Distinction 80 to 100%
Distinction 70% to 79%
Credit 60% to 69%
Pass 50% to 59%
Fail 0 to 49%
Score
Task Compliance:
Answered task Question-
Weight 30.00%
The Tourism/Hospitality Web Site Audit Report addresses in detail all the key aspects of the task requirements and key components of the questions in a professional and structured manner.
The Tourism/Hospitality Web Site Audit Report generally addresses all the key aspects of the task requirements and key components of the questions in a consistent manner.
The Tourism/Hospitality Web Site Audit Report mostly addresses the key aspects of the task requirements although not all of the components of the questions are fully answered and the structure not fully consistent with requirements.
The Tourism/Hospitality Web Site Audit Report addresses the general topic content but fails to specifically address the key aspects of the task requirements and components of the questions
The Tourism/Hospitality Web Site Audit Report fails to address the key aspects of the task requirement/questions, is largely off-topic and/or not relevant to the task requirements/questions.
Research, data
acquisition and
referencing- Weight 20.00%
Evidence of detailed, structured and independent research. Demonstrated use of a wide variety of applicable scholarly information resources/data Referencing used throughout is consistent and accurate and demonstrated ability to reference a range of both primary and secondary sources both in-text and using a reference list.
Evidence of broad, structured and independent research. Demonstrated use of applicable scholarly information resources/data. Referencing throughout is generally consistent and accurate and demonstrated ability to reference a range of both primary and secondary sources both in-text and within a reference list.
Evidence of solid research skills but with more limited use of applicable scholarly information resources/data. Referencing is in parts inconsistent and or demonstrates a limited ability to reference a range of both primary and secondary sources both in-text and within a reference list.
Research conducted demonstrates an attempt to collect and use applicable scholarly information resources/data but from a limited range of sources. Frequent use of the words and/or ideas of others from primary and secondary sources that are inconsistently and/or inaccurately referenced Limited acknowledgement of sources as in-text or within a reference list.
Limited research skills demonstrated. Poorly selected and used information resources/data (non-scholarly) data. Failure to acknowledge sources either as in-text or within a reference list.
Application of data
/frameworks /theories-
Weight 30.00%
Demonstrates high levels of competency in analysing the website and critically evaluate it using 7Cs of customer interface, WebQual, ease of navigation and attractiveness of the site, how it builds traffic/ develops e-CRM, and the
Demonstrates consistent levels of competency in analysing the website and critically evaluate it using 7Cs of customer interface, WebQual, ease of navigation and attractiveness of the site, how it builds traffic/ develops e-CRM, and the effectiveness of its online branding.
Demonstrates the ability to effectively use quality, credible and relevant data/frameworks and theories to support arguments i.e. 7Cs of customer interface, WebQual, navigation and attractiveness of the site, builds traffic/ develops e-CRM and online branding.
Demonstrates an attempt to use relevant data/frameworks and theories to support arguments i.e. 7Cs of customer interface, WebQual, navigation and attractiveness of the site, builds traffic/ develops e-CRM and online branding.
Limited use of data/frameworks and theories and minimal applied nowledge to support the key issues relevant to the task/assignment questions Limited or
SUNNY 7
Assessment Task No 2
effectiveness of its online branding.
Some analysis and discussion of the key issues relevant to the task/assignment questions
Limited analysis and discussion of the key issues relevant to the task/assignment questions.
poorly focused analysis and discussion.
Topic Development
Weight 10.00%
In-depth and detailed topic development of content: clear identification and discussion of the digital marketing theoretical concepts in preparing the report and apply digital marketing theoretical concepts.
Comprehensive topic development of content; identification and discussion of digital marketing theoretical concepts in preparing the report and apply digital marketing theoretical concepts.
Clear topic development but lacking in breadth and depth of identification and discussion of the digital marketing theoretical concepts in preparing the report and apply digital marketing theoretical concepts.
Incomplete or unclear topic development with only minimal focus on identification and discussion of the digital marketing theoretical concepts in preparing the report and apply digital marketing theoretical concepts. Only minimal evidence of individual thinking and approach
Poorly constructed topic development with no real focus on the identification and discussion of the digital marketing theoretical concepts in preparing the report and apply digital marketing theoretical concepts. Content often copied from other sources demonstrating no evidence of individual thinking and approach
Expression, Structure-
Weight 10.00%
Demonstrates a high-quality level of academic writing, pre-submission editing and proof-reading and minimal grammatical/expression errors. Professional presentation including the use of headings, spelling, punctuation error-free.
Demonstrates a solid level of academic writing with occasional editing, proof-reading and grammatical/expression errors Well-presented including the use of headings, spelling, punctuation error-free.
Level of academic writing consistent but with editing, proof-reading and grammatical/expression errors. Some errors in formatting, spelling, punctuation. Additional editing and proof- reading required.
Level of academic writing in-consistent with multiple editing, proof-reading and grammatical/expression errors. Errors in formatting, spelling, punctuation. Additional detailed editing and proof- reading required.
Poor level of academic writing with multiple editing, proof-reading and grammatical/expression errors throughout. Multiple errors in formatting, spelling, punctuation. Significant detailed editing and proof- reading required.
Comments Potential Academic Integrity Issues YES/NO
Total Score
SUNNY 8
Assessment Task No 2
1. Identify the purpose of the site
1.1 Digital-Business and Digital-marketing Opportunities
• Lower Costs: Reach the right customers at a much lower cost than with
traditional marketing methods.
• Trackable, Measurable Results: Obtain detailed data about customer
responses to marketing campaigns.
• Global reach
• Access new markets across the globe.
• Personalization
• Connecting a database to a Web site allows for individually targeted offers.
• The more consumers and businesses buy, the better the data and more effective
the marketing.
• One-to-one Marketing
• Gain instant access to individual customers on computers and mobile
phones.
• More Interesting Campaigns
• Use creative multimedia content to engage customers.
• Better Conversion Rates (increased purchases)
• Online customers are only a few clicks from a purchase, whereas when
offline they must make a phone call or visit a store.
• Twenty-four-hour Marketing: Allows 24/7 access to the firm’s products and
services, even when the office is closed.
1.2 Owned, Paid & Earned Media
SUNNY 9
Assessment Task No 2
2. Web Business Model
2.1 Different Forms of Online Presence
2.1.1 Transactional E-Commerce Site
• Enables purchase of products online.
• The main business contribution of the site is through sale of these products.
• The sites also support the business by providing information for consumers who
prefer to purchase products offline.
2.1.2 Services-Orientated Relationship-Building Website
• Provides information to stimulate purchase and build relationships.
• Products are not typically available for purchase online.
• Information is provided through the website and e-newsletters to inform purchase
decisions.
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Assessment Task No 2
• The main business contribution is through encouraging offline sales and
generating enquiries or leads from potential customers.
• Such sites also add value to existing customers by providing them with detailed
information to help support them in their lives at work or at home.
2.1.3 Brand-Building Site
• Provides an experience to support the brand. Products are not typically available
for online purchase.
• Their main focus is to support the brand by developing an online experience of
the brand.
• They are typical for low-value, high-volume fast-moving consumer goods
(FMCG) brands for consumers.
2.1.4 Portal or Media Site
• Provides information or news about a range of topics.
• ‘Portal’ refers to a gateway to information; it is not in common usage today.
• This is information both on the site and through links to other sites.
• Portals have a diversity of options for generating revenue including advertising,
commission-based sales, sale of customer data (lists).
2.1.5 Social Network or Community Site
• These sites or parts of sites focus on enabling community interactions between
different consumers (C2C model).
• Typical interactions include posting comments and replies to comments, sending
messages, rating content and tagging content in particular categories.
SUNNY 11
Assessment Task No 2
3. Target Market for the Site
3.1 Target Marketing Strategy
Evaluation and selection of appropriate segments and the development of appropriate
offers.
3.2 Build Personal Attributes into Personas • 3.2.1 Demographic – age, sex, education, occupation and, for B2B, company
size, position in buying unit;
• 3.2.2 Psychographic – goals, tasks, motivation;
• 3.2.3 Webographics – web experience (months), usage location (home or
work), usage platform (dial-up, broadband), usage frequency, favorite sites.
SUNNY 12
Assessment Task No 2
4. Online Consumer Behaviour Issues
4.1 Reasons for Purchasing or Not Purchasing online
4.2 Identify Behaviour in Response and Purchase Value
4.2.1 Value = Benefits – Costs
SUNNY 13
Assessment Task No 2
5. Dynamic Forces
5.1 Internal Environment
5.1.1 Resource Analysis
Review of the technological, financial and human resources of an organisation and how
they are utilised in business processes.
• Financial Resources
• Technology Infrastructure Resources
• Human Resources
• Structure
5.1.2 Capability Analysis
Level 0
• No website or social presence.
Level 1
• Company places an entry in a directory website that lists company names and
has reviews and photos such as Google My Business
(www.google.com/business, previously known as Google+ Local and Google
Places) to make people searching the web aware of the existence of the
company or its products.
Level 2
• Simple static website created containing basic company contact and product
information (sometimes referred to as brochureware).
Level 3
• Simple interactive site where users are able to search the site and make queries
to retrieve information such as product availability and pricing.
• Enquiries submitted by a form and transmitted by email will also be supported.
Level 4
• Interactive site supporting transactions with users.
• If products can be sold direct then an electronic commerce or online store option
for online sales will be available.
• Other functions might include user-generated content, social sharing of blog or
product pages or an interactive customer-service helpdesk or Livechat.
Level 5
• Fully interactive site and marketing automation providing relationship marketing
with individual customers and facilitating the full range of marketing functions
relevant for the sector.
SUNNY 14
Assessment Task No 2
5.2 External Environment
5.2.1 Macro Environment
The Rate of Environment Change
• In the ‘digital world’, changes in social culture and particularly pop culture (what’s
‘hot’ and what’s not) tend to be very rapid.
• Introduction of new technologies and changes in their popularity tend to occur
frequently. Government and legal changes tend to happen over longer time scales.
• Therefore, digital marketers need to be alert to the forces that are important in the
context of their own trading environment so they can aim to ensure the
competitiveness of the business.
SUNNY 15
Assessment Task No 2
Technological Forces
• Evolution from Web 1.0 to Web 3.0
• Digital Security
• Graphical Images (GIF, JPEG and PNG Files)
• Animated Graphical Information (Flash and Plug-Ins)
• Audio and Video Standards
• Mobile Apps
• Social Location-Based Marketing through Mobile
• QR Codes
• Wi-Fi (wireless fidelity)
• Emerging Technologies (IPTV, Internet TV & Virtual Videos)
SUNNY 16
Assessment Task No 2
Economic Forces
• Globally economic influences affect the level of success of business.
• Economic forces affect supply and demand and consequently it is important for
digital markets to identify which economic influences they need to monitor.
• Classic economic factors such as growth and unemployment, interest and
exchange rates can affect every aspect of business activity and are equally
pertinent to offline and online businesses.
Political Forces
It is important for digital marketers to be aware that political action enacted through
government agencies to control the adoption of the Internet includes:
• Promoting the benefits of adopting the internet for consumers and business to
improve a country’s economic prosperity;
• Sponsoring research leading to dissemination of best practice among companies.
• Enacting legislation to regulate the environment, for example to protect privacy or
control taxation.
Social Forces
• Social forces are closely linked with culture and have significant implications for
digital marketing.
• Broadly speaking, the key factors which make up these forces are: social
communities based on demographic profile, social exclusion, and cultural factors.
Environmental and Green Forces
• The future state of our planet is a widely held social concern that is closely related
to economic issues.
• Although technology is generally seen as detrimental to the environment – think
long- and short-haul flights, TVs and electronic gadgets burning fuel when left on
standby – there are some arguments that e-commerce and digital communications
can have environmental benefits.
SUNNY 17
Assessment Task No 2
Legal Forces
Significant laws which control Digital Marketing
SUNNY 18
Assessment Task No 2
5.2.2 Micro Environment
5.2.3 Industry Analysis (Porter’s Five Forces)
SUNNY 19
Assessment Task No 2
5.3 SWOT Analysis
5.3.1 Strengths
• What advantages does your organization have?
• What do you do better than anyone else?
• What unique or lowest-cost resources can you draw upon that others can't?
• What do people in your market see as your strengths?
• What factors mean that you "get the sale"?
• What is your organization's Unique Selling Proposition (USP)?
5.3.2 Weaknesses
• What could you improve?
• What should you avoid?
• What are people in your market likely to see as weaknesses?
• What factors lose you sales?
5.3.3 Opportunities
• What good opportunities can you spot?
• What interesting trends are you aware of?
Useful opportunities can come from such things as:
• Changes in technology and markets on both a broad and narrow scale.
• Changes in government policy related to your field.
• Changes in social patterns, population profiles, lifestyle changes, and so on.
• Local events.
SUNNY 20
Assessment Task No 2
5.3.4 Threats
• What obstacles do you face?
• What are your competitors doing?
• Are quality standards or specifications for your job, products or services
changing?
• Is changing technology threatening your position?
• Do you have bad debt or cash-flow problems?
• Could any of your weaknesses seriously threaten your business?
SUNNY 21
Assessment Task No 2
6.7C’s of Customer Interface
6.1 7C’s of Customer Interface to 7P’s of Marketing Mix
The 7 Ps The 7 Cs
Organisation Facing Customer Facing
Product = Customer/ Consumer
Price = Cost
Place = Convenience
Promotion = Communication
People = Caring
Processes = Co-ordinated
Physical Evidence = Confirmation
SUNNY 22
Assessment Task No 2
7. WebQual
7.1 WEBQUAL considers 14 dimensions
1. Information Quality – the concern that information provided is accurate, updated
and appropriate.
2. Functional Fit to Task – the extent to which users believe that the website meets
their needs.
3. Tailored Communications – communications can be tailored to meet the user’s
needs.
4. Trust – secure communication and observance of information privacy.
5. Response Time – time to get a response after a request or an interaction with a
website.
6. Ease of Understanding – easy to read and understand.
7. Intuitive Operations – easy to operate and navigate.
8. Visual Appeal – the aesthetics of the site.
9. Innovativeness – the creativity and uniqueness of the website.
10. Emotional Appeal – the emotional affect of using the website and intensity of
involvement.
11. Consistent Image – the website does not create dissonance for the user by an
image incompatible with that projected by the firm through other media.
12. Online Completeness – allowing all or most necessary transactions to be
completed online (for example, purchasing over the website).
13. Relative Advantage – equivalent to or better than other means of interacting with
the company.
14. Customer Service – the response to customer inquiries, comments and feedback
when such response requires more than one interaction
SUNNY 23
Assessment Task No 2
8. e-CRM, and the effectiveness of its online branding.
8.1. e-CRM Activities
• Website and online social presences for customer development
• Managing customer profile information and email list quality
• E-mail and social networks to up-sell and cross sell
• Data mining
• Mass customization
• Online service quality
• Multichannel customer experience
8.2. Benefits of Using e-CRM to Support Customer Engagement • Targeting more cost-effectively.
• Mass customisation of the marketing messages (and possibly the product).
• Increased depth and breadth of information and improve the nature of
relationship.
• Deeper customer understanding and more relevant communications can be
delivered through a sense and respond approach.
• Lower cost.
• Delivering loyalty programmes.
