Tourism Marketing Strategies

The assignment delves into the realm of tourism marketing, examining key research methods and strategic approaches employed in the industry. It analyzes the influence of various factors on tourism marketing effectiveness, including social media marketing, sustainability considerations, and consumer behavior. The document also explores the evolving nature of tourism marketing in a globalized world.

University
Marketing in Travel and Tourism
By
Date
Name
Lecturer’s name

Marketing in Travel and Tourism
Contents
Introduction.................................................................................................................................................3
Task 1:.........................................................................................................................................................4
LO 1. Understand the concepts and principles of marketing in the travel and tourism sector......................4
1.1 Discuss the core concepts of marketing for the travel and tourism sector..........................................4
1.2 Assess the impact of the marketing environment on individual travel and tourism businesses with in
Thomas Cook Group and tourist destinations concerning Morocco and Egypt.......................................5
1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector.......5
1.4 analyses the principles of market segmentation and its uses in marketing planning at Thomas Cook
Group.......................................................................................................................................................7
Task 2:.........................................................................................................................................................9
LO2: Understand the role of marketing as a management tool in travel and tourism..................................9
2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism business
(Thomas Cook) or tourist destination (either Morocco/Egypt)................................................................9
2.2 Discuss the relevance of marketing research and market information to managers in the travel and
tourism sector concerning Thomas Cook Group....................................................................................10
2.3 Assess the influence of marketing on society..................................................................................11
Task 3:.......................................................................................................................................................14
LO3: Understanding the role of the marketing mix in the travel and tourism sector.................................14
3.1 Issues in the product, price and place elements of the marketing mix concerning Thomas Cook's
summer 2017 holidays to Morocco and Egypt.......................................................................................14
3.2 The importance of service sector mix elements to the travel sector.................................................15
3.3 The concept of the total tourism product to an individual tourism business such as Thomas Cook. 16
Task 4:.......................................................................................................................................................18
LO4: Be able to use the promotional mix in travel and tourism................................................................18
4.1 The integrated nature and role of the promotional mix....................................................................18
4.2 An integrated promotional campaign for Thomas Cook summer 2017 holidays.............................20
Conclusion.................................................................................................................................................23
Recommendations.....................................................................................................................................24
References.................................................................................................................................................25
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Introduction
Travel and tourism are considered to be the fastest growing sector in the UK and that contributes
a large amount to the economist of the country. The increasing demands of the people have
contributed a lot to the companies involved in this sector to grow and evaluate their marketing
strategies and promote industrial objectives and goals. Thomas Cook is a UK based travel and
tourism company whose marketing strategies are highlighted in the following assignment. The
report focuses on the summer holiday trips to Morocco and Egypt that is being launched by the
company. The core principles of marketing, marketing mix and promotional mix are summarized
here.
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Task 1:
LO 1. Understand the concepts and principles of marketing in the travel and tourism sector
1.1 Discuss the core concepts of marketing for the travel and tourism sector
The need of the segment or the targeted group should be identified by the organization to
understand their taste and demands, and this process is called marketing. After this, the company
or the organization should fulfil the needs and the demands of the customer to gain more profits
from the business. This is the best process for the travel and tourism sector, and the tourism
company there basic and important process is to understand the need of the customer. In today’s
world, travel and tourism sector are the most profitable business and also the world economy has
understood the importance travel and tourism business because it helps to boost the economy of
a lot of countries. Now a days many developing countries is improving the tourism sector
because it will help them to boost their economy because contributing lotto the economy of any
of the country. So tourism is the important part of each and every country.
The travel and the tourism company need to spread and proper in every country, and for that, the
sector needs the strong strategy for the marketing. The travel and the tour sector needs to make
proper planning to make the business effective over the world. The business all depends upon the
effective network which will be created by the company itself for getting high cooperation from
the public or the market (Lo, Cheung and Law, 2011).
The tourism marketing depends upon the best important techniques and marketing which is used
in all marketing process of any company, but it should be innovative than other company or from
other plans. The principles which are adopted by the tourism sector will help them to gain more
profit from their business (Liu, Schuckert and Law, 2015).
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1.2 Assess the impact of the marketing environment on individual travel and tourism businesses
with in Thomas Cook Group and tourist destinations concerning Morocco and Egypt
When the business activity is getting affected by the direct or the indirect types of all factor that
is defined as the marketing environment. Whenever the business activity is monitored for the
betterment of the company that time the environment is also changed. The business environment
is the most important part of the business because the failure and the success depend upon this
factors. The marketing environment has three basic concepts those are a micro environment,
macro environment and the market environment. The business of the organization should
understand the external factors but not the internal factors because the external factors give
proper idea of the market and the customer it helps the company most to run their business. The
business environment is the important part of each and every business because it has a large
impact on the business of any company (Gertner, 2010).
There are a lot of Tourism Company which is competing in the market to sustain themselves in
this huge market. For that, they need proper marketing and promotion. The promotion is the vital
part of this industry because after the huge promotion only people will come to know about the
company after knowing then only people will come to them. For promotion, they need a proper
attractive advertisement and package. The attractive package will attract the customer, and the
package is a low budget package then it will be much easier for the company to attract all type of
the customer in the market. For this, they should understand the need of the customer.
1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism
sector
The factors are given below by which the customer motivation is affected in tourism sector:
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Global economy: When the income of the customer is less or the turnover of some one's income
is in the crucial stage that time it is difficult for the customer to travel or go on the tour. At that
point, the earning become less, and the struggling gets more for the customer. For this reason, the
travelling business sometime can’t take the risk of huge budget tourism for that they go for a
cheap budget which will attract all types of customer. Very a few days ago there was a downfall
in the tourism industry which affected the all kind of economy at that point people showed
interested to save their money for the future benefit. In 2009 the global travel saw a down fall of
5% in the tourism sector due to the recession in the world economy (Collignon, 2012). But when
the world economy improves that time the tourism companies got the boost and again started to
run their business successfully in the global market (Xie, Chen and Wu, 2015).
The Internet and the social media: In today’s world online promotion is the best way to promote
business for that the company has to take help of the internet and the social media sites. Social
media is the platform where every people around the globe is connected, so the company choose
the social media to promote their business in an easier way. Via social media the origination can
interact with the customer they share there post, can write their blogs also can get the reviews
from the customers. In this process, the customer can talk directly with the company and can ask
the quarries. By the online process they can check the ticket availability, can see the space
accommodation directly through the online. This helps the company to spread through business
globally in the market because from the global market also opt for the better option and the
company can earn more profit from this process (Barutcu and Tomas, 2013).
Personal budget: Personal budget is the biggest factor in the tourism business which depends
upon because there Ares some customers I the market who have enough money with them but
then also they step back from the tourism but there are also some customer who doesn’t have
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sufficient money for them then also they goes for the tourism. By these, we can understand that
the budget totally depends upon the personal and individual fact. Personally, we can say that it
all depends upon the passion of the traveler the person who is passionate about travelling they
will always go for the tourism and travelling it all depends on the personal taste. There many
airlines and hotels give attracted offers for the travelers which will save a lot of money for the
travelers. Many agencies give varies type of offers and budget to attract all types of customer in
the market (Ivanova, 2012).
1.4 analyses the principles of market segmentation and its uses in marketing planning at Thomas
Cook Group.
There are some crucial questions which come in our mind when the company is exploring its
business. The first thing which strikes in our mind that what are the targeted segments and how
they target there customer for their plan or service. Secondly, which will come, that is which
basis the market is segmented. There are only two ways of segmenting market as were as the
theory one is the priori8 method and another is the post hoc method. These are the method in
which on which the market is segmented. There are many things in which the mar4ket
segmentation is varied they are customer selection and its behavior toward the product, selection
attitude towards the product, product preference of the customer, the attitude of the customer or
the public and the behavior of the class. There are some different factors also which affects the
product or the service like peoples general attitude toward the service and also the socio-
economic factors are also the reasons (Maricic and Djordjevic, 2015).
There are some points which help to the market segmentation they are:
Affordability: This the most important part of the segmentation because it all depends upon the
customer’s budget and their personal income. The customer will always go for the service which
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fits in their budget and will be affordable by them. For that, the company always is to provide
such services to the customer who is affordable to all types of the customer in the market. In
some case, the company divided there a customer in two parts by which they can fix the price
and can provide a variety of service to their customer at wide range of price. The3 use to create
high price package for the high income people and low price packages for the people who always
find less budget and comfort travelling.
Accessibility: The Company use to choose such places for the travelers where they access easily,
and the traveler s can stay comfortably in that location. Another thing is that the company should
target that customer who use to stay nearby the office or the company because it is easier for the
customer and for the company to access the visitors smoothly.
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Task 2:
LO2: Understand the role of marketing as a management tool in travel and tourism
2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism
business (Thomas Cook) or tourist destination (either Morocco/Egypt).
Strategic Marketing is a combination of marketing goals of an organization and strategies used
for achieving them. As per the assistant marketing manager, I suggest SOSTAC model for
strategic marketing planning to Thomas Cook for the summer holiday from Morocco to Egypt
which is described below.
Situation Analysis: For analyzing the current situation, Thomas Cook needs to apply Pestle and
SWOT analysis which helps in identifying its current market position and economic condition
and results to decide appropriate investment in summer holidays of Morocco and Egypt
(Kimmm, 2012).
Objective Setting: Thomas Cook has to set objectives by analyzing what it wants to achieve from
this trip. The basic objective of Thomas Cook is earning the profit and achieving this; it has to
develop effective marketing strategies.
Strategy Development: For achieving the objective, Thomas Cook has to form effective, creative
and innovative marketing strategies for inviting more customers in the summer holiday packages
(SOSTAC Planing. 2016).
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Tactical Development: Company needs to do market surveys and researches for achieving
strategies which help in getting information related to the demands and priorities of customers,
strategies of competitors, etc.
Action: In this step, Thomas Cook implements its plan by signing agreements with the airlines
and hotels which they have selected for their tour (Koning, 2014).
Control: In this Thomas Cook determines that whether the passengers are getting the quality of
services from the hotels or not.
Importance of strategic marketing planning
 It helps in deciding the appropriate strategies for accomplishing the decided objectives.
 It leads to identify the roles and responsibilities of the staff members.
 Resources are allocated and utilized in the appropriate manner (Law, 2000).
 Selection of quality hotels and flights for comfort of passengers
2.2 Discuss the relevance of marketing research and market information to managers in the travel
and tourism sector concerning Thomas Cook Group.
Marketing research is that process which joins customers, consumers and end users to the
researcher by the help of obtained information. As per the Assistant Marketing Manager, I like to
suggest DODCAR model for marketing research on Thomas Cook, and it is explained below.
Define the research problem: Firstly, Thomas Cook needs to identify the problem which it is
facing during the strategy formation for summer holidays
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Objective setting: After identifying the problem, the company needs to set objectives so that it
can solve the problem occurring during the planning.
Design the research plan: In this, Thomas Cook designs the plan related to the research in that
particular field (Lordkipanidze, Brezet and Backman, 2005).
Collect the research data: Thomas Cook implements that plan and collect the information by
using various methods which include observation, feedback forms, questionnaire, face to face
interviews and much more.
Analyze the research data: In this step, firm analyses and evaluate the obtained information by
using marketing tools and techniques.
Report the findings: And in the end, the Thomas Cook reports the obtained outcomes to the top
management and creates strategies for the trip (Mehmetoglu and Norman, 2013).
Importance of marketing research to Thomas cook
By conducting marketing research, the company gets various information related to the choices,
demands and priorities of customers. It found that customers want quality services in affordable
price. By the obtained results, Thomas Cook can apply various things to its holiday package such
as "pay what you want to", "unstoppable elders", "sustainable environment", etc. The company
can also offer travel with pet opportunities to the customers to attract people of diverse fields
(Morais and et. al., 2012).
2.3 Assess the influence of marketing on society.
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The influence of marketing related to the trip of Thomas Cook on society is in both positive and
negative manner which is explained below.
Positive ways are as follows
Product Information: For informing people about the summer holidays, Thomas Cook used its
website and Television advertisement for providing all the information regarding the tour such as
decided flights, timings, hotels, Morocco and Egypt spots, the number of days and nights to stay
there, various facilities and services, etc. This is available at the minimum cost to the customers
which also saves the time by providing simple and easy access (Morrison, 2006).
Better Standard of living: Thomas Cook is using the high level of marketing which helps in
influencing the living standard of society. Information about the quality services of the summer
holidays forces people to buy tickets and enjoy their weekend. This trip aware them about the
various things which somewhere affects their living standard.
Positive Environment: By advertising, Thomas Cook helps in creating the positive environment
of the society. As Morocco and Egypt trip leads to bring freshness by removing stress, motivates
people and brings lots of happiness to them. It helps people in bringing some change in their life
and to enjoy it which somewhere takes them away from their daily stress and worries (Pechlaner,
Dal Bò and Volgger, 2012).
Negative impacts are as follows
Misrepresentation: For attracting more people and earning more profit, Thomas Cook tries to add
some extra things to their tours which make people expect more. But this misrepresentation leads
to feeling people as they are mistreated by the company.
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Unrealistic Expectations: During the booking of tickets, people starts expecting more from the
company. But if the quality and services are not according to the provided information during the
marketing then in such conditions it creates the negative image of the firm on the passengers
(Dwyer and Forsyth, 2007).
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Task 3:
LO3: Understanding the role of the marketing mix in the travel and tourism sector
3.1 Issues in the product, price and place elements of the marketing mix concerning Thomas
Cook's summer 2017 holidays to Morocco and Egypt
Contract business holds a very important feature that is marketing mix, and the marketing
elements are considered to be crucial for all types of business. The following are the marketing
elements that are related to the issue and are discussed in detail.
The product is the main thing that sets the business motive and element with which the company
rather the business organisation will carry forward their business upon and set business
objectives. Based on this thing, the company earns their profit and progress in the operational
functions. Products, price and place are the important elements that the marketing mix consist of
and playing an important role in the launch of new products and services. Thomas Cook is a
service providing the organization that are mainly helping the tourists to guide their ways to
tourism. Business organisations like Thomas Cook face various issues and difficulties regarding
deciding the elements of marketing mixes that ultimately leads to wastage of time, high
production costs, inefficient and improper utilisation of the available resources, etc. Thomas
Cook too faces the same kind of issues related to such materials for the trip and services
(Marketing Mix of Tourism Industry Tourism Essay, 2016).
Thomas Cook provides services that are considered to be intangible, and therefore, the customers
think twice before availing such services and offers from the company as because there is no
chance of replacement or monetary assurance to loss of servicing effects. Decided capital
amounts set an obstruction for the company to decide their tourism products that will be
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beneficial and cost effective for the customers. Management of the tourism product is difficult to
make as the customers are worried about the services that they are going to provide like the
attractiveness of the destination, ease of the destination, accommodation and services (Elbanna,
2009).
Price is another factor that creates many issues for the company in the market and the company
like Thomas Cook. This company must set upon low prices for the purpose of inviting their
customers from different fields and be able to compete with their competitors. Various factors
like the tax, services, flight fares, food quality and grades of the hotel along with profit need to
be evaluated for establishing of the pricing strategy that changes according to the market needs
and fuel prices. Transportation cost depends upon the price fluctuation of the fuel (Evans,
Stonehouse and Campbell, 2012).
Thomas Cook faces problems in deciding the places for organizing the trips and distribution of
the channels that would be clean and safe to serve the customers the best and does not affect their
health. The places must be attractive enough, and natural beauty needs to be charismatic. Thus,
the people or the customers those who are travelling must be attracted and feel complete service
satisfaction against their service payment, and that is why the company has chosen places like
Morocco and Egypt (Erskine and Meyer, 2012).
3.2 The importance of service sector mix elements to the travel sector
Service sector mix is the compact value of the product, place and price. All such elements play
bans important role in the travel and tourism sector. The passengers can feel the importance of
the tourism products that are decided by Thomas Cook for the trip to Morocco and Egypt. The
products and services include the location, entertainment, associated facilities and
accommodation. Value and quality of the services that are provided by the company influence
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the customers to make them choose that company number of times. Places like the Morocco and
Egypt have some heritage, and cultural factors that act as an attractive piece of history and nature
and that is liked by the customers. These strategies help the company to increase their number of
sales effectively by offering varied, beautiful spots as an attraction of the customers
(Francesconi, 2011).
Advertisement, sales promotion, publicity, word of mouth promotion and telemarketing bare
some promotional features and techniques that the company uses to evaluate their services and
promote them to the customers. These promotions influence people to go for the trips and thus,
to increase the sales. The frequency of place visits and duration of stay increases with developing
the services and products.
Local people are the most important factor for this kind of tours as they without any high coting
promotes the heritage and culture of their place to the foreign tourists and thus, helping the
company overall as stakeholders. People consists of the customers, agents, employees, guides,
staffs of the hotels who are trained by Thomas Cook to accomplish their goals and give out the
best of their service to the customers. The travel guides are chosen to be skilled and funny who
can guide the customers and entertain them creating an effective service quality (Erskine and
Meyer, 2012).
3.3 The concept of the total tourism product to an individual tourism business such as Thomas
Cook
The travel and tourism industry are the complete packages of the hotel industries, entertainment
and site seeing guides and trekking industries along with many more sectors that enhance the
tourism industry. The whole package makes individual ways of the product and service concepts
that help the industry grow economically. Attractive services, healthy food, natural and heritage
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culture are the main elements of the tourism products of Thomas Cook that generates the
customer satisfaction (Koning, 2014). Products are main elements that the customers feel
satisfied with and thus, chosen more for their future trips recommending others too. The total
experience for the customers at Morocco and Egypt will be consisting of all these features.
Thomas Cook is going to pay more attractive services for the customers, and that is the positive
output with positive behaviour (Business Marketing, 2016). Based on the total tourism
experience they gather at visiting Morocco and Egypt, they will decide and review how the trip
was and can be modified or rectified if any negative issues they face. The outcome of the
experience that the customers gather at the trips will make them decide whether to stick with the
same company or chose another. Time is also a factor that evaluates the value of the experience
they are going to gain, as the seasonal effects a matter deciding the beauty and effectiveness of
the trip. The quality of the experience makes the difference of the image of the company by
individual styles, nature, attraction, etc. The product price that Thomas Cook offers is function
facilities that the customers get as per their desires and demands (Tsiotsou and Ratten, 2010).
The experience of the customers expresses a great scope for the company to evaluate their
purpose and procedures and thereby, to explain the quality they provide to the customers. The
overall experience that the customers get from the tour will help them judge the good and bad of
the whole event and make preferences according to their needs, demands and desires.
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Task 4:
LO4: Be able to use the promotional mix in travel and tourism
4.1 The integrated nature and role of the promotional mix
The combination of all the promotional mixes are the methods of promotion for every individual
product. Personal selling, public relation and sales promotion are the elements of the promotional
mix.
Personal selling: the communication of the customers is established within the personal
communication with the customers, and that plays an important role in influencing the customers
for the tour services of Thomas Cook.
Advertising: A paid form of communication it is that describes the benefits and features of the
tour. Advertising helps the company to increase awareness amongst the customers regarding the
specialities of the packages that the tour arranged by Thomas Cook is providing them. Adventure
activities, famous destination as, places and varied multiple cuisine foods, etc.
The Internet and online promotion: The Internet is broad media that helps the people to
excommunicate with each other very easily. Thus, it is very easy to spread the promotional
activities and advertisement through the internet as most of the people are internet addicted now
and they seek for deals through the internet. Thomas Cook had also arranged for the same
policies that attract as many as customers for selling activities that gain attention from a huge
mass of people generating benefits for the company.
Direct marketing: This element is considered to be the fastest growing via which Thomas Cook
communicates directly with their target markets in order to generate response and transaction.
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This method actually gains maximum attraction from the customers regarding the packages of
Thomas Cook (Dwyer and Forsyth, 2007).
These promotional activities and methods will help Thomas Cook to launch their summer 2017
holidays in Morocco and Egypt (Marketing Mix of Tourism Industry Tourism Essay, 2016).
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4.2 An integrated promotional campaign for Thomas Cook summer 2017 holidays
The series of advertisement in the promotional campaign are used along with the exchange of
common ideas and messages that are related to the summer 2017 tour of Thomas Cook to
Morocco and Egypt. In order to attract then target customers, the have taken the help of different
social media, general media like television, newspaper and radio, etc.
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THOMAS COOK AND SUMMER
2017 IN MOROCCO AND
EGYPT
In this step, customers are segmented
according to their characteristics. The
target customers are identified which will
attract more by the tours like age and
gender factors etc. (Pechlaner, Dal Bò
and Volgger, 2012)
According to the need and demand of
target customers, tour plans are created to
fulfil customers demand. The marketing
and promotional aims and objectives are
evaluated in this step.
The competitors and their services are
identified in this step. According to that,
prices of tour plans are set. To attract the
customers towards tour packages of
Morocco and Egypt, they can use
appropriate marketing resources like
newspapers and television.
For promotion, elements of the marketing
mix are used such as online promotion
and direct marketing, etc. which will be
more beneficial to attract more customers
(Morrison, 2006). The brochure is created
which contains all detailed information
about tours of Egypt and Morocco.

Marketing in Travel and Tourism
The firm has to research the marketplace to identify need and demand of tour packages for Egypt
and Morocco in the market.
In this step, customers are segmented according to their characteristics. The target customers are
identified which will attract more by the tours like age and gender factors etc. (Pechlaner, Dal Bò
and Volgger, 2012)
According to the need and demand of target customers, tour plans are created to fulfil customers
demand. The marketing and promotional aims and objectives are evaluated in this step.
The competitors and their services are identified in this step. According to that, prices of tour
plans are set. To attract the customers towards tour packages of Morocco and Egypt, they can use
appropriate marketing resources like newspapers and television.
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For promotion, elements of the marketing mix are used such as online promotion and direct
marketing, etc. which will be more beneficial to attract more customers (Morrison, 2006). The
brochure is created which contains all detailed information about tours of Egypt and Morocco.
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Conclusion
The travel and tourism industries are in continuous growth that is a direct effect of the the rising
growth of the customer awareness in this particular sector. For influencing more customers and
society, companies are using innovative and creative marketing strategies. Thomas Cook, one of
popular travel and tourism industry, is also comes in this category. While designing tour of
Egypt and Morocco, it considers various elements which are price, place, quality of services,
promotion, etc. The tour organised by the firm is as per the demands and needs of people which
are going to satisfy them.
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Recommendations
The recommendations for Thomas Cook are as follows.
 It needs to stop misrepresentation of the trips to prevent its brand image.
 Promotional techniques of the trip should not affect the environment.
 The firm should allow travellers to travel with their pets as it increases the number of
passengers.
 It should follow the policy of environment sustainability.
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