Posted: June 17th, 2022

Marketing Management Case Study SEM2 21-22

Advertising and marketing Administration Case Research SEM2 21-22
Aware Tourism – fictional firm

Aware Tourism is an unbiased, non-industry-based UK charity, which in 2021 celebrated being greater than 21 years in operation. It at present has nearly 900 members, based mostly within the UK.
Membership charges vary from £24 for waged UK residents, and £200 for instructional establishments.
The charity works with companions in over 20 vacation spot international locations to make sure that tourism all the time advantages native individuals. In short, it strives to struggle exploitation in tourism.
Being membership-based, contributions are essential to the organisation.
The organisation runs important campaigns to guard the rights of native individuals and assist them get a fairer deal from tourism.
Aware Tourism is a novel organisation. No different NGO (non-government organisation) has campaigned so tirelessly on tourism’s exploitative practices. Aware Tourism has performed a vital function in selling types of tourism that present significant advantages to individuals in vacation spot communities.
Equally vital has been the charity’s function in exposing and campaigning in opposition to tourism’s worst human rights abuses. The charity’s imaginative and prescient is a world free from exploitation, during which all events concerned in tourism profit equally and during which relationships between industry, vacationers and host communities are based mostly on belief and respect.
The charity’s mission is to make sure that tourism all the time advantages native individuals. By its collaborative work with industry, authorities, improvement and human rights NGOs, Aware Tourism goals to alter the way in which that tourism is traded and developed. The charity lobbies authorities, challenges industry to be accountable and exposes critical abuses by way of its campaigns. It additionally encourages holidaymakers to problem their very own perceptions concerning the cultures they go to and to think about the true influence of their vacation, offering vacationers with data in order that they will ask the proper questions and make knowledgeable selections when reserving their journeys.
Aware Tourism’s instructional assets and publications are designed to affect vital pondering and stimulate concepts. To be able to obtain its goals and assist implement the adjustments it seeks within the tourism industry, Aware Tourism constantly bids for funding from stakeholders comparable to humanitarian establishments, financial improvement organisations, and the vacationer industry itself, and engages in particular campaigns and initiatives. The earnings it generates from membership is meant to assist the organisation stay financially operational.
Nonetheless, since 2020 the membership fee has been static. Consequently, one of many present major goals of the organisation is to discover how membership may be elevated.
A second major goal is to seek out methods of encouraging monetary assist for the organisation – for instance, when an individual doesn’t want to change into a member of the organisation however is joyful to make a one-off monetary donation.
Thirdly, the corporate desires to revisit learn how to enhance funding from the exterior organisations/establishments by bettering the influence of the affiliation with Aware Tourism for these establishments.
The purpose of the organisation within the brief run is to set-up a particular challenge workforce to extend membership and monetary assist within the UK market first. It will possibly then concentrate on how to take action internationally. As talked about above, three distinct memberships can be found. Advantages fluctuate barely.
The overall traveler and tourism industry membership is relevant if a subscriber is a traveler who is anxious concerning the respect of human rights, or if she or he is a member of the tourism industry. Any such membership presents the next advantages:
• a membership welcome pack;
• half-price provide for the Moral Journey Information on becoming a member of;
• low cost of 5% on www.tripadisor.com companies;
• preferential charges on assets in Aware Tourism’s e-shop;
• a quarterly e-newsletter;
• an annual journal;
• an invite to all of the occasions organised by Aware Tourism;
• the proper to vote at Aware Tourism’s annual normal assembly.

Tutorial membership is for college kids, academics or lecturers in tourism, geography, worldwide improvement, or every other discipline related to Aware Tourism’s work. Advantages of educational membership are:
• a welcome pack;
• free entry by appointment to the specialist library located at Aware Tourism’s workplace in central London, which boasts books, articles, experiences and case research unavailable anyplace else;
• free information on learn how to write tourism dissertations;
• free educating toolkit for educators if signing up by standing order for £5 per 30 days or extra;
• on-line entry to all of the organisation’s previous InFocus magazines, case research and free analysis papers;
• preferential charges on different instructional assets in Aware Tourism’s e-shop;
• precedence alerts on among the volunteer or internship positions supplied by Aware Tourism;
• a quarterly e-newsletter;
• an annual journal;
• invitation to all occasions organised by Aware Tourism;
• the proper to vote at Aware Tourism’s annual normal assembly. Universities, faculties, and colleges are inspired to affix as an academic establishment, sharing advantages with their employees and college students.
The advantages of instructional establishment membership are:
• one free lecture per 12 months by a Aware Tourism consultant;
• on becoming a member of, one copy of every of the most important training experiences compiled by the organisation;
• yearly after becoming a member of, one free copy of the organisation’s new experiences;
• on-line entry to all previous InFocus magazines, case research and free analysis papers;
• for college employees, entry by appointment to the specialist library;
• preferential charges on instructional assets within the e-shop;
• precedence alerts about among the volunteer and internship positions for the establishment’s college students;
• a quarterly e-newsletter (printed for Aware Tourism’s library);
• an annual journal;
• one consultant from the establishment to vote on the annual normal assembly;
• invitation to occasions organised by Aware Tourism.

The organisation doesn’t have any particular details about why membership will not be rising. The broad goal group is 18-years-old and over and the organisation is especially excited by growing its consciousness and membership charges throughout the age 30+ market. Accordingly, some causes for curiosity within the charity could possibly be linked to a rise in altruism and curiosity in charity assist. A focus could possibly be the growing curiosity in an moral way of life.

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