Tourism Marketing Strategies

This assignment delves into the field of tourism marketing, examining various strategies employed to promote destinations and attract tourists. It explores concepts such as film-induced tourism, safety and security in tourism, wine and food tourism marketing, and the impact of social media on consumer decision-making. The assignment also considers the use of online marketing tools and electronic word-of-mouth, highlighting the evolving landscape of tourism marketing.

MARKETING IN TRAVEL
AND TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................5
TASK 1............................................................................................................................................5
P 1.1 Concept of marketing in travel and tourism sector............................................................5
P 1.2 Impact of marketing environment on travel and tourism industry....................................7
P 1.3 Factors affecting customer motivation in tourism industry...............................................8
P 1.4 Principle of market segmentation on the basis of customer needs..................................10
TASK 2..........................................................................................................................................10
P 2.1 Importance of strategic marketing planning:...................................................................10
P 2.2 Importance of market research in development of travel and tourism services...............11
P 2.3 Influence of marketing on society....................................................................................12
TASK 3..........................................................................................................................................13
P 3.1 Market mix related to Thomas cook summer 2018 holiday packages.............................13
P 3.2 Importance of service sector mix involved in travel and tourism services......................13
P 3.3 Total tourism product.......................................................................................................14
TASK 4..........................................................................................................................................15
P 4.1 Role of promotional mix in travel and tourism sector.....................................................15
P 4.2 Integrated promotional campaign for the 2018 holiday package of Thomas cook..........15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
The marketing is the group of activities to carry out different operation related to
promotion, selling and building good relationship after pre and post sales of product. Marketing
is the process which is utilised to provide information to the prospective customers for the
company. Marketing includes identification of different needs of the customer and and analysing
market behaviour. Marketing is engaged in developing strategies to gain the customer attractions
and provide them satisfactory services and products according to their needs (Buhalis and
Foerste, 2015). Different marketing and promotional schemes helps in building a brand image
about the company perception and vision in the customer mind. Marketing plays very important
role in development of the industry.
The growth of the tourism industry is majorly involved in marketing strategies. The
tourism industry is totally based on attracting the customers towards the services and the visitor
attractions provided by the company. The unique marketing approach adopted by particular
business organisation helps in gaining competitive advantage from other competitor. Thomas is
continuously engaged in the promotional activities that provide information and helps in
attracting new customers towards the company services. Thomas cook is tourism company who
deals with the tourist client to attain profitability from their repetitive buying behaviour.
In this report the various approaches implemented by the Thomas cook organisation is
studied to attract people towards their services. Different type of market mix strategies and
promotional approaches are implemented by the Thomas cook to attain competitive advantage in
the market.
TASK 1
P 1.1 Concept of marketing in travel and tourism sector
The UK economy is facing huge financial crisis in 20007-2008. After the recovering
from the crisis of 2008 the economy grows and the people is having good income and big budget
to spend. After the crisis the people are being engaged in the tourism industry this provides
tourism company a great growth opportunity from the crisis (Ashworth and Goodall, 2012). The
people are involved in spending leisure time in terms of utilising various services of the tourism
industry like small vaccination nearby beaches and holiday packages for foreign tours. All these
behaviour of the clients of tourism industry enhance the business of travel and tourism to the

large extent. The core concept of marketing is to (1) develop marketing needs and wants than (2)
analysing the product and (3) providing value to money spend to customers and the satisfaction
of tourist and (4) establish a transactions and the relationship with the market and (5) influence
the market needs with their strategies and product services. The needs of the customer can be
basic needs, safety needs, love/belonging needs, esteemed needs and self actualisation needs that
can be accomplished by involving in the tourist activities. This can be utilised by the tourist
companies like Thomas cook to grab opportunity to attract the customers depending upon needs.
The Thomas cook is the travel industry established by the Thomas travel group (1965).
Thomas cook is the brand of customers which is continuously engaged in building strong
relationship with the customers. Thomas cook develop their approaches with the changing needs
of growing market (Crooks and et. al., 2011). The growing market shows the customer behaviour
more emphasizing on the luxury services and the value of quality time provided by the various
tourism company like Thomas cook. Marketing involves the assessment of needs and
expectation of the tourist with selected tourist destination in the package and the total travel
product provided by the company leads to enhanced satisfaction of the customers of Thomas
cook.
Thomas cook organises various marketing campaign to spread awareness about the
quality services and the product provided by the company to their customers. Thomas cook
follows the segmentation, targeting and positioning approach to analyses various needs of market
and how to concur these needs through their services. Thomas cook divides their prospective
customer according to their needs, desires and expectation and then target the segmented market
through different positioning approach and built brand image ton attain business customer
attraction. Thomas cook has a vision that higher is the satisfaction and better experience of the
customer higher will be the profitably through repetitive purchase of customers. This helps the
company to build loyal customers towards organisation products and services. The core concept
of the marketing defines providing the satisfactory product to the clients and maintenance a
relation of trust with between the company client and the employee.
The market research is the important step involved in building strong market base
analyses market behaviour. As the field research involved in studying the changing market needs
and the informing the prospective customer about the services and changing them in the present
and loyal customer for the organisation (Dasgupta, 2011). The Thomas cook develop their

holiday packages according to the expectations of customers. The company is having different
packages on the basis of capabilities and preferences of the customers. Different type of couple
packages emphasis on the needs of the newly wed couple and ensuring them to spend quality
time with their loved ones and the selection of destination according the requirement of the
couple. While the business is also involved ion developing the holiday packages on the different
price ranges concurring the capability of various student tourist, business tourist and higher class
tourist. These all packages are differentiated on the total travel product involved in particular
price range package of Thomas cook. The 2017 holiday package involves visit of 7 days in
Egypt, Morocco and Tunisia. This 2017 holiday package of Thomas cook provide a total travel
product including boarding and lodging facility from airport to the doping back home and the
breakfast, lunch and dinner services along with guide to avail all services provided required in
travelling these three palaces. The concept of marketing defines the various strategy
implementation to carry out the promotional and sales activities of the Thomas cook company
fro development of the successful business.
P 1.2 Impact of marketing environment on travel and tourism industry
Market is the place where all buyers an seller communicate with each other no matter
physically or electronically. The market over the medium of internet is called as virtual market.
The customers interact with sellers in order to make inter transaction of goods and money
between each other (Evans, N., Stonehouse and Campbell, 2012). The market shows different
changes on the basis of products provided by the different business, taste and preferences of
customers, various economical, social and political factors.
The Thomas cook is global company which interact with various clients from different
parts of the world. All people are having own taste and preferences influenced by their socio-
cultural environment and the different travelling habits. The customer are segmented on the basis
of different travel requirements. Managing such a huge variety of customer needs is a tough task.
So there should be development of unique and appropriate approach to satisfy the customer and
gain customer loyalty through satisfactory services of the Thomas cook. Thomas travel group is
engaged in various inbound and outbound travel services to serve the customer world wide. The
managing quality of inbound services and outbound services of the company is the major task
that has to be focused (Garín-Muñoz and Pérez-Amaral, 2011). Effective management of
different services like arrangement of flight tickets, accommodation and transportation

arrangement for the host country tourism and also for the other country target destination to
entertain customers and taking care of their expectation from the trips. The economical, social,
political and cultural factors are the extrinsic aspects of travel and tourism and can not be
regulated by the tourism companies. Regulation of these factors include make preventive
measures to decrease the effect of political, environmental issues in the marketing strategy of the
company.
The market environment of particular services influence the strategies of the companies
to the large extent. As the services are intangible in nature and the experience of the customer
can not be quantitatively analysed so it requires proper management of effective delivery of
services depending on the prospective consumer expectations. Thomas group counter the niche
markets differentiated on the basis of different needs and preferences of customer need and
dynamic needs of market. This resulting in building a strong and loyal relation with their present
customers. Market behaviours is influenced by variety of internal and external factors some of
which can be regulated by the company some can not be. The effect of these factors are
described below.
Macro environment comprises the external factors that can not be maintained by the
operations of the company (Gertner, 2011). But effect of these factors can be reduced by the
implementation of proper approaches top concur problems related to social, economical and
political factors. Thomas cook organisation regularly analysis affect of external factor on
changing scenario of present market and implement different strategies to concur various issues
related to political and economical problems.
Micro environment constitutes the aspects that affects market behaviour directly and
these factors influence the working of companies directly. The different leadership style and
management approaches formulated in the organisation culture defines the mission and vision
statement of the organisation. Hence influencing the operations of the business of Thomas cook
directly. This results in changed outlook of company towards changing market scenario. These
are the intrinsic factors that affects the travel and tourism companies like Thomas cook directly.
But the affects of these factors can be regulated by the motivating workforce and better
management team for tasks and the services of the company provided to the visitors.
Market environment constitutions the suppliers, customers and competitors of the
Thomas cook business firm. The market environment is influenced by the negotiation behaviour

of suppliers and the customers and this also affected by the development of various pricing
strategies by competitors to agreeing the customer to switch their brand loyalty. So, Thomas
cook is providing best holiday packages at best prices to gain competitive advantages in the
dynamic market.
P 1.3 Factors affecting customer motivation in tourism industry
Every company execute various marketing strategies to build a large customer base for
utilisation of their products and services. The customers are involved in repetitive purchase from
the past experience with their company and work as reward system for probability of the Thomas
cook continuously. The companies are regulars modify their serviettes and product quality to
motivate tourist to be engaged in these services (Goeldner and Ritchie, 2012). The motivation
factors that influence the customer purchasing behaviour of services provided by the tourism
industries involve:
 Attitude of the tourist: attitude of the customer defines his belief and behaviour towards
the particular product and services of brand depending upon past experience and the
future intentions to buy. The attitude of the customer largely influence the level of
customer loyalty of the the Thomas cook organisation. So, the positive attitudes and the
past experience can be the motivation for the consumer to be involved in repetitive
purchase of the Thomas cook services. This is the intrinsic motivation of the tourist that
leads to the travel motivation.
 Perception of the tourist: This is the early assumption of the person toward the particular
brand and this defines the expectation of the customer from the products and services.
The perception of the tourist is intrinsic forces of the motivation that is defined by the
nature and the mindset of the individual. This intrinsic factor is effected by external
environment also and change in perception may be positive or negative fro the motivation
level of the traveller fro particular tourist attraction. The perception of customer of
Thomas cook can influence the profitability of the organisation as it is linked with the
expectation and the satisfaction of the customer from services.
 Place of origin: the place of origin influence the behaviour of travel habits of the
consumer (Goodall and Ashworth, 2013). The tourist belongs to the different places
where they show various behaviour towards the life and the travelling habits. This affects

the tourism sector growth largely. The American women and families prefer more
travelling as compared to another.
 Extrinsic motivation: Income, money, expenditure and other economical, political and
environment factors also contribute in the motivation level of the customer. The Thomas
develop various offers and sales to access the advantage customer who is having less
financial reserves in budget for spending on tourism other factors like climatic factor
also influence the preferences and interest of customer regarding selection of destination
and duration of the tour. This all factors are well utilised by Thomas cook company in
various holiday packages development.
 The family size and age: Family size influence the expenses and the savings from the
salary. Nuclear family is having less expenses so they can budget a trip easy as compared
to the large families. The small families are less influenced by other relatives and their
working so they independently plan out a weekend trip. But the larger family believe in
unity and being involved in making trip with whole family which requires high budget
and long planning for making travel arrangements (Hahm and Wang, 2011). The age of
the tourist also influence the selection of holiday package provided by the Thomas cook
on the basis of prices. The age also impact on the selection of destination. Like children
prefer Disneyland, youngsters prefer adventures destination while older people prefer
religious and cultural; destination. So, age affects largely to the customer interest and
preferences ultimately impact on motivational level of the customer of Thomas cook
tourism company. The family size, political environment, society perception and culture,
income all are extrinsic factors of the motivation that leads to the increased interest of
tourist if the conditions are in favour of the travel and tourism conditions.
P 1.4 Principle of market segmentation on the basis of customer needs
The different segments of market comprises cluster of people with shared taste and
preferences of the groups. The segmentation is necessary for the company for targeting and
positioning market strategies of the company (Hall, 2013). The Thomas cook company follows
different market segmentation strategies like undifferentiated market which having same
homogeneous demand; differentiated segment having different demand and need; concentrated
market having focuses on niche market; customised market that have fulfil individual needs and
customised packages for single person needs. The preferences of different segments helps in

developing appropriate market mix strategies by the Thomas cook company. The various kind of
segments developed by Thomas group in deciding their target niche markets are as follows:
 Psycho-graphic segmentation: the Thomas cook organization develop their holiday
packages on the basis of customer lifestyle, preferences of the people etc. like Thomson
couple packages for newly wed to celebrate their love in foreign places. The Thomas
cook divides their packages on the basis of elite customers, luxurious customers and the
budget friendly tourist leads to overall catering in the all psycho-graphic segmentation of
the Thomas cook.
 Demographic: Division of their packages on the basis of demographic aspects like sex,
age, stage of life cycle etc. the Thomas group develop their packages ion the basis of
different stage of life cycle packages for the independence stage, stage of couple, stage of
joint family etc. Thomas cook holiday packages include [products and services according
to the different age groups. Ex. While dealing with the young tourist Thomas cook
packages have included various adventures activities in the packages. Disables is having
various influence from the market that segmented differently in market. The disable is
needing some one to help, package should be economical and special facilities from the
travel agency like Thomas cook.
 Geographical segmentation: This comprises division of the customer on the basis of their
origin climatic conditions, locations and cultural beliefs by the Thomas cook tourism
company.
TASK 2
P 2.1 Importance of strategic marketing planning:
The Thomas cook deals with variety of customers all over the world. Managements of
this huge no. of customer base requires different promotional and motivational strategies to
provide services according to the expectation of the consumer. The different strategies followed
by the Thomas group company to maintain such a large customer base are:
The product life cycle: The company grooms their marketing strategies according to the
different stages of product and services of the Thomas travel group. This include the
development of different promotional schemes of product in the market to gain continuous
profitability from particular product and services (Hall and et. al., 2012). Strategic planning

involved with the product life cycle and the development of the product at different stages is
important for marketing growth. The various stages of product life cycle and the approaches
implemented by Thomas group at different level of product life cycle are as follows:
 Exploration stage: This stage is also known as introductory stage of product in the
market. In this stage the Thomas cook organisation develop new destination according to
the needs of customer and market dynamics. Then the company carry out the field
research on the viability of the location and growth opportunity in the present market.
This stage involves various campaign and the advertisements carried out by the company
to spread information and awareness about the new destination and inherent services in
the new developed packages by the Thomas cook. This stage development of pricing and
promotional strategies to market the new destination of Thomas cook package. This
includes various strategies related to penetration schemes, skimming strategies of various
promotional approaches. This develop an importance of strategy development in
successful exploration of the new destination.
 Development stage: This stage is showing the faster growth of the the product or new
destination in the market (Hays, Page and Buhalis, 2013). This stage development of the
new facilities like luxurious hotels, variety of different cuisine restaurant and well
developed transportation system in the new destination. These all facilities develop
higher motivation level in the tourist mind to travel these new location. The company like
Thomas cook is basically involved in providing more facilities to the customers.
 Stagnation stage: The new explores destination for tourism is now showing stable
growth with no more growth. At this stage the destination carrying capacity is achieved
or is at peak level. The destination is developed s well known tourist place at this stage of
life cycle. This stage involves suspended advertisement and promotional schemes by
Thomas cook and the more focuses about quality services and the building customer
loyalty. This involves the product modification or the market modification to maintain
the no. of customers with the new tourist destination. These strategy is having important
role in development of the travel and tourism industry.
 Rejuvenation or decline stage: The stagnation stage is followed by either rejuvenation
stage or the decline stage. Decline stage of the destination is defined by the suspension of
services from this services and utilisation of services for another use(Hudson and Thal,

2013). The decline phase of product life cycle involves drop the product strategy for the
managing the future cost of the plan in that declining stage product and helps in re
localising the utilisation of the product and funds of the company. While the rejuvenation
stage include the strategy analysis and implementation of modified approaches to develop
in market base for destination in changing the target segment, and type of services
provided and the vision of the brand image for the particular destination. This stage
include renovation of whole destination with new techniques.
By analysing the market with help of porters five model different strategies related to the
product development can be implemented for the growth of the Thomas cook company. The
porters five model comprises (1) the threat from new entrants (2.) bargaining power of customer
(3) bargaining power of suppliers (4) threat of substitute product (5) competitive rivalry all
conclude to development of various strategies that regulates the customer choice, supplier
preferences and gaining competitive advantage in the market.
The Ansoff model suggest various strategies for the growth of the company. The Ansoff
model suggest various modes of expansion of the business i.e. (1) market penetration is
development of the company sales to the existing product in existing market. This is achieved by
advertising the products in market with new perception. (2) Product development is the second
approach for the expansion of the travel business that can be utilised by the Thomas company i.e.
introduction of new product to existing customers. (3) market development this approach helps
in selling the existing product in new segment of Market to attract more new customers to the
services and holiday packages of Thomas cook. (4) Diversification leads to the introduction of
new product in the new market. This lead to higher growth opportunity with the higher risk.
P 2.2 Importance of market research in development of travel and tourism services
The market research is the prior step of the market strategy development. This enables
the the company to study the trends of changing market. The market research is followed by the
the various sectors in the market to develop effective and efficient development strategy for the
company growth. The need of field research is vital for the development of the tourism industry
as the tourism is majorly based on the consumer taste, preferences and the capabilities of the
customer.

The market research is process of various data collected from different primary and
secondary resources affecting the tourism and the company growth. The data analysis may
involve quantitative ans well as qualitative analysis by the companies to predict the future
prospects for the Thomas cook organisation (Morrison, 2013). The companies utilise the past
experience an the market trends to analyses the problem and conclude a possible strategy to
resolve issues.
The consumer is showing variety of behaviour towards different conditions. So , analysis
of this behaviour is necessary to develop various approaches to attract more customer and built
strong relationship with the consumers by the Thomas cook. The companies are highly involved
in market research and the implementation of promotional schemes and offers to built customer
loyalty over huge customer base.
The life of UK people is engaged in high competition and work load that may leads to
decrease in productivity and restfulness. So, the individual is needing the leisure time from busy
schedule of the daily routines. These customers are involved in celebrating their vacation with
family at different destination and revitalise their energy being engaged in travelling activities.
The baby boomer consumer of UK is having a disposal income reserve to spend their money in
recreational activity and development of pleasure and excitement in their lives. All these
different requirement and expectation of the customer of Thomas cook has to be analysed
regularly and effectively to develop efficient marketing strategy to gain customer loyalty.
P 2.3 Influence of marketing on society
The marketing involves the activities that are developed to attract more customer and
making them agree to purchase goods and services provided by the various sector. Tourism
industry is highly involved in the marketing of their product and services. The marketing of
services provided by the tourism creates false desires and want of vacation and need of rest from
the job that results in creation of negative impact on the society development. This affects the
seriousness of the employee and increased demand of vacation and revitalisation from the work
(Moutinho, 2011). This affects the organisation culture to the large extent. The Advertisement
influence the lives people of society to large extent. They creates a desire of holiday and
travelling to new places that affects the budget of family and increases expenses that affects the
budget of the family. The people are more likely to involve in travel and tourism instead of
spending their money fro social welfare is another negative affect of tourism advertisement and

restricts the development of society. Advertisement provides information and the awareness
about the different locations and cultures(Pan and Li, 2011). This is having positive impact on
the society development and their cultural development. The positive impact of the travel and
tourism services is development of society and creates positivity in the people of society after
refreshing from the stress life by travelling that enhance the motivation of the people of society.
The negative impact of tourism is it makes false needs, and decrease in availability of resources,
clashes between the host society and the tourists and exploitation of resources that leads to
decrease in available resource fro the local society people.
TASK 3
COVERED IN PPT
TASK 4
P 4.1 Role of promotional mix in travel and tourism sector
Promotional mix are the strategies to develop the customer base for the company. This
comprises of various techniques to attract the customers. The Thomas cook is involved in
various promotional schemes like offers and huge sales of the products to attract the customers.
The different promotional schemes and the loyalty rewards for the loyal customers of the
company. These all promotional schemes built a strong relationship with their customers and
helps in increasing the company profitability (Park and Oh, 2012). The various advertisements
developed by the Thomas group for spreading information to all prospective customers are part
of promotional activities of the company. Product, price place promotion are the 4P's of
marketing mix that are used to provide product satisfaction the the customer involved in the
travel and tourism like product is the summer holiday package of the Thomas cook, promotional
campaign and the prices of the packages have important role in the services of the travel and
tourism. While people, process and physical evidence contributes to more satisfaction level of
client. The Promotional mix includes personal selling, advertisement, offers, sales, direct selling
which help in promoting the selling of product and services in the market. The advertisement is
used for spreading information in mass no. of prospective customers while the person selling
involves door to door selling practices and uses word of mouth to sell the product.

P 4.2 Integrated promotional campaign for the 2018 holiday package of Thomas cook
COVERED IN POSTER
CONCLUSION
The tourism company are involved in the developing a strong customer base by involving
them in various promotional strategies. This helps in developing customer loyalty and enhancing
the no of customers for the organisation growth. The companies develop market mix according
to the different needs of the people by carrying out market research. The Thomas involved in
various promotional campaign and providing a quality services to their customers for their
satisfaction and gaining competitive advantage over the other companies.

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Online
Marketing in Travel and Tourism.2005. [Online]. Availabel through: <http://www.simply-
strategic-planning.com/importance-of-strategic-planning.html>. [Accessed on 2nd may
2017]