Marketing in Travel and Tourism
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Added on 2020-01-23
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Marketing in travel and tourism INTRODUCTION 1 TASK 11 1.1 Marketing concepts for travel and tourism sector 1 1.2 Impact of marketing environment on individual within Thomas Cook2 1.3 Factors which affects the customer's demand and motivation in travel and tourism 3 1.4 Uses and analysing different principles of market segmentation in marketing planning at Thomas Cook 4 TASK 26 2.1 Importance for strategic marketing planning for travel and tourism 6 2.2 Relevance of market information and market research to managers in travel and tourism 7 2.3 Influence of marketing on
Marketing in Travel and Tourism
Added on 2020-01-23
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Marketing in travel andtourism
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Marketing concepts for travel and tourism sector.................................................................11.2 Impact of marketing environment on individual within Thomas Cook................................21.3 Factors which affects the customer's demand and motivation in travel and tourism............31.4 Uses and analysing different principles of market segmentation in marketing planning atThomas Cook..............................................................................................................................4TASK 2............................................................................................................................................62.1 Importance for strategic marketing planning for travel and tourism....................................62.2 Relevance of market information and market research to managers in travel and tourism..72.3 Influence of marketing on society.........................................................................................7TASK 3............................................................................................................................................93.1 Discussing issues in product, price and place elements........................................................93.2 Importance of service sector mix elements.........................................................................103.3 Concept of total tourism product.........................................................................................11TASK 4..........................................................................................................................................124.1 Assessing the role of the promotional mix..........................................................................124.2 Plan an promotional campaign for Thomas Cook summer 2016 holidays.........................13CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15
INTRODUCTIONMarketing in travel and tourism sector can be defined as using different tools with thehelp of which various travel and tourism organizations aim for attracting customers. People visitvarious places so as to learn and to experience new culture, custom, places, etc. In order to maketheir travel easy, travellers contact travel agencies which design various packages that includefamous places which a traveller should visit (Aaker, 2011). These agencies like Thomas Cookwhich is one of the famous travel and tourism agencies which adopt various strategies with thehelp of which they focus on attracting customers by providing them packages of visitingdifferent countries. In this regard, company has made a plan to provide holiday package in orderto visit Morocco and Egypt in summer 2016 holidays. Hence, as an Assistant MarketingManager of Thomas cook, it is the main need of him to have clear understanding about variousconcepts related to travel and tourism sector. Present report covers various concepts andprinciples which are included in travel and tourism sector. Further, it helps in understanding theroles of marketing as well as marketing mix in travel and tourism. Lastly, it also includes thebenefits of adopting promotional mix in travel and tourism sector.TASK 11.1 1.There are many concepts which are helpful in attracting customers in travel andtourism sector. Following are the core concepts which are used in travel and tourismsector:Customer’s wants and requirements: In accordance with the case, it is importantfor Thomas Cook to understand the needs and wants of customers and accordinglydesigning packages which would satisfy them. Survey and research are helpful indeveloping packages for various places which would develop curiosity among customers(Charles, 2007). According to case, managers of Thomas Cook developed a summerholiday visit of Morocco and Egypt. This type of tour was designed by understanding theinterest of people toward it. When, firm develops packages according to the needs andrequirement of customers, then it will surely increase the growth and revenue of ThomasCook.2.Quality and satisfaction to customers: When, a firm develops any kind of package, it isimportant to maintain the quality of services which they provide. Customers prefer to1
trust the organization which delivers all the services with high quality (Doole and Lowe,2005). In accordance with the case, the tour developed by managers of Thomas Cookrelated to Morocco and Egypt should have all the services provided to them in highquality as it is very essential for satisfying customers and in developing trust.3.Destinations: It is important for Thomas Cook to conduct a market survey of thecountries in which they plan tours. According to the case, it is essential for Thomas Cookto conduct market research of Morocco and Egypt wherein they have planned thesummer holiday tour (Craig and Campbell, 2012). They should identify important spotswhich would be loved and preferred by the travellers. In both the countries, that isMorocco and Egypt, important places should be identified and they should be alsofocused on the accommodation and food services which would be provided to thecustomers.4.Maintaining relationship: It is important for the firms of travel and tourism to maintainrelationship with customers. In this context, they should regularly provide information totheir customers regarding the changes or new packages which they would have developed(Ferrell, 2012). According to the given case, Thomas Cook should make use of varioussources with the help of which they would be able to develop curiosity among customersin order to use the provided package that is summer holiday trip of Morocco and Egypt. 5.Target market: It is very important for the organization to identify their target audienceso that they would be able to focus their designed package effectively. In accordance withthe case Thomas Cook needs to select target audience so that they would be able toprovide their services effectively (Hjort, and et. al. 2013).6.Marketing strategy: It is very important for the organization to select marketingstrategies with the help of which they could convey information and could increase theirsales (Hollensen, 2015). Pre setting the strategies would help them to know estimate forwhich the firm needs to spend on their each services.7.Supply and demand: Supply are the services which would be included in the tour. Itincludes services like food, accommodation, etc. it is the responsibility of Thomas Cookto select firm which would be effective enough to satisfy their customers (Kayani, 2014).On the other hand, demand are for the customers are basically the security of life.2
Customers should be ensured that they would not be having any issue in which they haveto risk their life at Morocco and Egypt.1.2 In the business environment, marketing can be determined as various factorswhich affect firm in developing relationship with customers. In order to understand theimpact, it could be easily done with the help of analysing the micro and macroenvironment. Micro environment can be defined as the factors which directly affect theperformance of the organization. Following are the impact of micro environment onThomas Cook:Customers: They are the one which help in determining the growth oforganization. In this context, Thomas Cook should understand the needs and wants ofcustomers and accordingly, they should provide services which would satisfy the needsof customers (Hawkins and Mothersbaugh, 2009). For the tour of Morocco and Egypt,they should cover all the important spots which would help to satisfy customers.Supplier: There are many suppliers who come under travel and tourism. It includesservice providers like hospitality, food, travelling, etc (Liano, 2012). Thomas Cookshould select suppliers who would provide quality services to their customers at lowprice. This is one of the best ways to reduce the price of package designed.Competitors: There are many competitors who design various packages with the help ofwhich these firms attract customers (Williams, 2012). In this context, managers ofThomas Cook who designed tour of Morocco and Egypt should make the use of differentpromotional tools in such a way that they would be able to compete effectively. Macro environment can be defined as factors which affects the organization but firm have nocontrol over it. Firm has to take precautions to reduce these factors. Following are the macrofactors which affect the marketing environment of Thomas Cook:1.Political factors: In both the countries such as Morocco and Egypt, liberal rules andregulations are considered by the government that encourage for easy entry in the market(Pop, Pop, and Dabija, 2013). If, policies followed in these countries would have notbeen liberal, then Thomas Cook would have found difficulty in designing tour packagefor Morocco and Egypt.3
2.Technological factors: Improvement in technology has helped in connecting withcustomers easily (Kayani, 2014). It has helped in providing their customers with all therequired information which would be required in planning tour for the designed package.1.3 There are many factors which affect customer's demand and motivation in travel andtourism sector. These types of factors are helpful in increasing the growth and revenue oforganization. Following are the factors which affect customer's motivation and demand in traveland tourism sector:Improvement in technology: Improvement in technology has helped in developingknowledge and increasing understanding of customers. There are many tools which areadopted by travel and tourism firms with the help of which they apply strategies whichare helpful in attracting customers (Omar, Ab Karim and Omar, 2015). Improvement intechnology has helped in understanding the demands of customers and providing themservices which would satisfy and motivate them. In accordance with the case, ThomasCook should make the use of the technology with the help of which they would be able todevelop motivation towards the summer tour of Morocco and Egypt. Before designingthe tour package, they can conduct research which would help them to know therequirements and demand of customers. When, customers are provided with all thedemanded requirements, then they automatically get motivated. Providing options: Thomas Cook should provide them different range of options. Theycan provide different range of services with the availability of different days. In this, theyshould provide tour of Morocco and Egypt in terms of different days like two days, 5days or one week (Andermo, 2014). As the number of days increases, then the pricewould also increase. With this, Thomas Cook would be able to attract more and morecustomers according to their budget. Mostly, individuals demand for developingpackages in which they could visit places within their budget. This would also be helpfulin motivating them.Market: All the countries have attractive place. Similarly, in Morocco and Egypt, thereare attractive places which would be helpful in developing curiosity and motivationamong customers.4
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