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Case Of Thomas Cook - Promotional Mix & Integrated Campaign|Tourism

   

Added on  2020-02-03

16 Pages4339 Words29 Views
Running head: MARKETING IN TRAVEL AND TOURISM 1Marketing in Travel and TourismStudent nameStudent numberCourse titleSubmission date

MARKETING IN TRAVEL AND TOURISM 2Table of ContentsIntroduction......................................................................................................................................3Task 1...............................................................................................................................................31.0 Marketing concepts................................................................................................................31.1 Market environment...............................................................................................................61.2 Demand in the tourism industry.............................................................................................61.3 Market segmentation..............................................................................................................9Task 2...............................................................................................................................................92.1 The essence of strategic marketing planning for Thomas Cook............................................92.2 The relevance of marketing research and market information to managers in the travel and tourism sector.............................................................................................................................11Task 4.............................................................................................................................................134.1 The use the promotional mix in travel and tourism.............................................................134.2 Plan and Justify an integrated campaign for Thomas Cook summer 2016 holidays to Morocco and Egypt....................................................................................................................14Conclusion.....................................................................................................................................16References......................................................................................................................................16

MARKETING IN TRAVEL AND TOURISM 3IntroductionMarketing is a very important component in the tourism and travel industry because it enables businesses to promote and increase the sales of their products and services in different market segments. Thomas cook has been focusing on diverse marketing campaign to promote attractive and new holiday packages and other related services. In the current case, the organization intends to promote tourism packages in Morocco and Egypt in 2016 and thus, it seeks to exploit promotional mix and integrated campaign in ensuring that it reaches the largest numbers of customers.Task 11.0 Marketing conceptsMarketing mixMarketing mix is one of the main concepts of tourism marketing. It indicates the relation of product, price, promotion and place. In establishing a tourist business, there is a need to develop a service package that serves the needs of the guests. This may be in form of attractive food, as well as taking tourists to fascinating destinations. In regards to price, such services need to be priced in a manner that generates profits sustainably. Place is another key element in hospitality. Guests are interested in visiting areas that are exciting and meets or surpasses their expectations. At the same time such tourists expects that the place that they are visiting are safe and hence promoting their satisfaction. At the same time, it is important for the organization to ensure that the location of elements such as hotels is accessible (Bagdan 2013, p72). No matter how attractive a tourist destination may be, it may not end up attracting a high number of customers’. Identification of destinations is also critical in the marketing environment within the tourist and the hotel industry.

MARKETING IN TRAVEL AND TOURISM 4Market environmentAnother concept that needs to be considered in marketing in hospitality industry is market scanning. It is important to assess forces emanating from the eternal environment that impact on the operations of the organization. For instance, organizations operate in an environment characterized with varying levels of economic viability, political stability and socialcultural norms and believe. At the same time, such firms are faced with legal restrictions and cultural challenges. Understanding these elements increases the viability of the business(Christou 2011, p56). For instance, firms are expected to invest in environments where the economy is fast growing, there is no political unrest, culture is being used as a source of attraction and the government is supportive of tourism.Segmentation and market targetingIn tourism and hospitality, it is important that organizations segment in the right manner. For instance, when opening a guest house and restaurant in Egypt, it would be important for the organization to engage in demographic segmentation in particular, the segmentation would be based on the social class and economic capability. By developing the facility in an exciting location, establishing unique services and charging highly, the organization would be segmentingon the rich who like leisure (Bagdan 2013, p53). Brand positioningPositioning refers to the position that a brand occupies in the mind of the consumer. For instance, by establishing guests’ restaurant in countries such as Egypt, the organization would position its brand as adventure based unique tourist experience. It would position its trips as adventure without borders. This would increase the attraction of the customers towards the services provided by the organization especially those seeking high level of adventure (Bagdan

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