MARKETING IN TRAVEL AND TOURISM INTRODUCTION
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Added on 2020-01-16
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MARKETING IN TRAVEL AND TOURISM INTRODUCTION 5 TASK 15 P 1.1 Concept of marketing in travel and tourism sector 5 P 1.2 Impact of marketing environment on travel and tourism industry7 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 210 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 313 P 3.1 Market
MARKETING IN TRAVEL AND TOURISM INTRODUCTION
Added on 2020-01-16
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MARKETING IN TRAVELAND TOURISM
Table of ContentsINTRODUCTION...........................................................................................................................5TASK 1............................................................................................................................................5P 1.1 Concept of marketing in travel and tourism sector............................................................5P 1.2 Impact of marketing environment on travel and tourism industry....................................7P 1.3 Factors affecting customer motivation in tourism industry...............................................8P 1.4 Principle of market segmentation on the basis of customer needs..................................10TASK 2..........................................................................................................................................10P 2.1 Importance of strategic marketing planning:...................................................................10P 2.2 Importance of market research in development of travel and tourism services...............11P 2.3 Influence of marketing on society....................................................................................12TASK 3..........................................................................................................................................13P 3.1 Market mix related to Thomas cook summer 2018 holiday packages.............................13P 3.2 Importance of service sector mix involved in travel and tourism services......................13P 3.3 Total tourism product.......................................................................................................14TASK 4..........................................................................................................................................15P 4.1 Role of promotional mix in travel and tourism sector.....................................................15P 4.2 Integrated promotional campaign for the 2018 holiday package of Thomas cook..........15CONCLUSION..............................................................................................................................16REFERENCES..............................................................................................................................17
INTRODUCTIONThe marketing is the group of activities to carry out different operation related topromotion, selling and building good relationship after pre and post sales of product. Marketingis the process which is utilised to provide information to the prospective customers for thecompany. Marketing includes identification of different needs of the customer and and analysingmarket behaviour. Marketing is engaged in developing strategies to gain the customer attractionsand provide them satisfactory services and products according to their needs (Buhalis andFoerste, 2015). Different marketing and promotional schemes helps in building a brand imageabout the company perception and vision in the customer mind. Marketing plays very importantrole in development of the industry.The growth of the tourism industry is majorly involved in marketing strategies. Thetourism industry is totally based on attracting the customers towards the services and the visitorattractions provided by the company. The unique marketing approach adopted by particularbusiness organisation helps in gaining competitive advantage from other competitor. Thomas iscontinuously engaged in the promotional activities that provide information and helps inattracting new customers towards the company services. Thomas cook is tourism company whodeals with the tourist client to attain profitability from their repetitive buying behaviour. In this report the various approaches implemented by the Thomas cook organisation isstudied to attract people towards their services. Different type of market mix strategies andpromotional approaches are implemented by the Thomas cook to attain competitive advantage inthe market. TASK 1P 1.1 Concept of marketing in travel and tourism sectorThe UK economy is facing huge financial crisis in 20007-2008. After the recoveringfrom the crisis of 2008 the economy grows and the people is having good income and big budgetto spend. After the crisis the people are being engaged in the tourism industry this providestourism company a great growth opportunity from the crisis (Ashworth and Goodall, 2012). Thepeople are involved in spending leisure time in terms of utilising various services of the tourismindustry like small vaccination nearby beaches and holiday packages for foreign tours. All thesebehaviour 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 satisfactionof tourist and (4) establish a transactions and the relationship with the market and (5) influencethe market needs with their strategies and product services. The needs of the customer can bebasic needs, safety needs, love/belonging needs, esteemed needs and self actualisation needs thatcan be accomplished by involving in the tourist activities. This can be utilised by the touristcompanies 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 strongrelationship with the customers. Thomas cook develop their approaches with the changing needsof growing market (Crooks and et. al., 2011). The growing market shows the customer behaviourmore emphasizing on the luxury services and the value of quality time provided by the varioustourism company like Thomas cook. Marketing involves the assessment of needs andexpectation of the tourist with selected tourist destination in the package and the total travelproduct provided by the company leads to enhanced satisfaction of the customers of Thomascook.Thomas cook organises various marketing campaign to spread awareness about thequality services and the product provided by the company to their customers. Thomas cookfollows the segmentation, targeting and positioning approach to analyses various needs of marketand how to concur these needs through their services. Thomas cook divides their prospectivecustomer according to their needs, desires and expectation and then target the segmented marketthrough different positioning approach and built brand image ton attain business customerattraction. Thomas cook has a vision that higher is the satisfaction and better experience of thecustomer higher will be the profitably through repetitive purchase of customers. This helps thecompany to build loyal customers towards organisation products and services. The core conceptof the marketing defines providing the satisfactory product to the clients and maintenance arelation of trust with between the company client and the employee.The market research is the important step involved in building strong market baseanalyses market behaviour. As the field research involved in studying the changing market needsand the informing the prospective customer about the services and changing them in the presentand loyal customer for the organisation (Dasgupta, 2011). The Thomas cook develop their
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