OCN L3 Marketing a travel and tourism event - Factors

• Travel and Tourism
• Further Education (Key Stage 5)

OCN L3 Marketing a travel and tourism event 

Understand factors which influence the marketing of events within travel and tourism.

What is a 'factor'?

What does the P stand for in the PESTLE acronym?

1. Past
2. Political
3. Plastic
4. Preliminary

What does the S stand for in the PESTLE acronym?

1. Special
2. Subjective
3. Social
4. Silly

What does the L stand for in the PESTLE acronym?

1. Legal
2. Limited
3. Lazy
4. Liable

PESTLE factors

Political

Economic

Social

Technological

Legal

Environmental

Political

Government related, can include political stability in the country 

An event management organisation needs to be sensitive and when marketing an event

Economic

The current economy, can relate to economic growth, interest, inflation (prices of goods and services) and disposable income of consumers 

Why could this influence how an event management organisation markets an event?

Social

Could relate to demographics of attendees and neighbouring communities

What is meant be demographics?

Demographics

Social

Demographics include 

age

gender

religion

nationality

An event management organisation must not discriminate when marketing an event, instead they must be inclusive 

Technological

Growth and continual development of technology can affect ways of marketing an event

How can an event management organisation use tehcnology to market an event?

Legal

Advertising Standards Agency (ASA)

The ASA makes sure advertisements across UK media stick to the advertising rules

Ryanair: https://www.asa.org.uk/rulings/ryanair-dac-g20-1089921-ryanair-dac.html 

Environmental

Major current international focus on the impacts of global warming 

How could an event management organisation be sustainable/environmentally responsible? Have you any experience to share?

https://www.makevenues.co.uk/news/all-venue-news/10-ways-to-make-your-event-more-sustainable 

Learning Outcome 1

Conduct a PESTLE analysis to 

Summarise with examples factors which influence the marketing of events within travel and tourism

Complete the PESTLE analysis table provided