Concepts and Principles of Marketing in Travel and Tourism Sector : Report

Added on - 06 Jan 2020

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TRAVELANDTOURISMMANAGEMENT
TABLE OF CONTENTSIntroduction.........................................................................................................................................3LO 1 Understand the concepts and principles of marketing in the travel and tourism sector..............31.1 Discuss the core concepts of marketing for the travel and tourism sector.................................31.2 Assess the impact of the marketing environment on individual travel and tourism businesseswithin Thomas Cook Group and tourist destinations with reference to Morocco and Egypt..........41.3 Discuss the factors affecting consumer motivation and demand in the travel and tourismsector.................................................................................................................................................51.4 Analyze the principle of market segmentation and its uses in marketing planning at ThomasCook.................................................................................................................................................6LO 2 Understand the role of marketing as a management tool in travel and tourism..........................62.1 Analyze the importance of strategic marketing planning for Thomas Cook..............................62.2 Discuss the relevance of marketing research and market information to managers in the traveland tourism sector.............................................................................................................................72.3 Assess the influence of marketing on society.............................................................................7LO 3 To understand the role of the marketing mix in the travel and tourism sector...........................83.1 Discuss issues in the product, price and place elements of the marketing mix..........................83.2 Assess the importance of services sector mix elements to the travel sector...............................83.3 Apply the concept of the Total Tourism Product to an individual tourism business..................9LO 4 Be able to use the promotional mix in travel and tourism.........................................................94.1 Assess the integrated nature and role of the promotional mix....................................................94.2 Plan and Justify an integrated campaign for Thomas Cook summer 2016 holidays to Moroccoand Egypt........................................................................................................................................10Conclusion.........................................................................................................................................10References...........................................................................................................................................11
INTRODUCTIONMarketing is also a crucial activity in travel and tourism sector because it allows thebusiness entity to promote the products and services properly at different market places. ThomasCook has been emphasizing on varied marketing campaigns so as to promote new and attractiveholiday packages. In the present case, Thomas Cook is launching its summer 2016 holidays toMorocco and Egypt and in order to promote the holiday package, Thomas Cook is organizingdifferent campaigns and promotional events (Alegre and Cladera, 2009). Thus, in such respect,researcher has discussed relevance and importance of market research to Thomas cook Group.Furthermore, researcher has also stated the impact and influence of marketing practices on societyand along with that, the concept of total tourism product is also stated. Similarly, the core concept ofmarketing for travel and tourism sector is stated along with the impact of marketing environment onindividual business entity. Lastly, researcher has assessed the integrated nature and role of thepromotional mix in marketing processes of Thomas Cook.LO 1 UNDERSTANDTHECONCEPTSANDPRINCIPLESOFMARKETINGINTHETRAVELANDTOURISMSECTOR1.1 Discuss the core concepts of marketing for the travel and tourism sectorMarketing is the process where in Thomas Cook promotes its products and services to theconsumer market segment as per the needs and demands of end users. It is essential for the businessunit to develop an understanding of various marketing concepts. This in turn helps in supportingbusiness operations for long run.Consumers’ needs and wants:The organization needs to identify consumers’ needs andwants.As the present case, demands of customers are related to better travel and tourism services.The concept of marketing emphasizes on identification of consumers’ needs. This in turn helps indevelopment of products and services according to the customers’ expectations. Thomas cookshould conduct research so as to identify consumers’ preferences (Crooks and et.al, 2011). This inturn supports the organization’s efforts to devise customized services.High value proposition:The concept of marketing focuses on delivery of high valueproposition to its customers. The business units should emphasize on creation of entire valueproposition for its customers. The concept of marketing believes in producing products that arerequired by consumers through combination of tangible and intangible products.Customer retention:One of the important concepts of marketing is consumer retention. Thebusiness unit can adopt effective marketing strategies so as to retain customers for long run. It canbe therefore said that the marketing principles help in efficient retention of customers (Gooroochurnand Sugiyarto, 2005).3
Relationship marketing:The marketing aspects also focus on maintaining long-term andhealthy relationship with its customers. Thomas cook can sent e-mails, organize public events so asto enter into sound relationship with its customers.According to “American Marketing Association”, marketing is the activity that includesseveral processes for promoting the products and services properly at market place. Throughmarketing, customers can get information about all the products they want to have.Concept of marketing:Production concept – Consumers prefer products that are widely available and inexpensiveand the concept includes different operations of the organization other than any otherconcept. In such respect, Thomas Cook should include different aspects that are essential fortravel and tourism development.Product concept – Product concept states that consumers prefer to have quality products soas to meet their needs and demands. This also aids the business entities to enhance the levelof customer loyalty. Hence, Thomas Cook should emphasize on producing those packagesthat are beneficial for the customers.Selling concept – Selling and promotional strategies of the business should be innovativeand useful so that customers can get the product as required. Thomas Cook shouldemphasize on different sources so as to sell the packages.Marketing concept – As per marketing concept, valuable goods and services should bedelivered to the customers so that brand image of the company can be developed. This isalso useful in terms of creating competitive edge over the rivalries. Online marketingmethod can be applied by Thomas Cook under this concept.Societal concept – While fulfilling the needs and demands of clients, it is essential forThomas Cook Group to consider social values and norms. Thomas Cook has to considervalues and beliefs of clients so that customers can promote it on higher extent.Customer SatisfactionCustomer Satisfaction is the aspect that shows that company is able to meet all the needs ofcustomers. It is also related to repeat purchase where in customer shows loyalty towards thecompany products and services.1.2 Assess the impact of the marketing environment on individual travel and tourism businesseswithin Thomas Cook Group and tourist destinations with reference to Morocco and EgyptThomas Cook is a prominent player in travel and tourism sector who has created widepresence across the globe. The marketing environment at different tourist destinations needs to beanalyzed. An in-depth analysis of micro and macro environmental factors for Morocco and Egypt is4
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