Tourism and Cultural Heritage Marketing

This assignment delves into the intersection of tourism, cultural heritage, and marketing. Students are tasked with analyzing the multifaceted impacts of tourism on cultural heritage sites and exploring effective marketing strategies that promote sustainable development within this sector.

Marketing in travel and
tourism
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TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 The core concepts of marketing for travel and tourism sector.........................................3
1.2 The impact of the marketing environment on individual travel and tourism businesses and
tourist destinations .................................................................................................................4
1.3 The factors affecting consumer motivation and demand in the travel and tourism sector5
1.4 Principles of market segmentation and it uses in marketing planning.............................6
TASK 2............................................................................................................................................7
2.1 The importance of strategic marketing planning for travel and tourism business and tourist
destination...............................................................................................................................7
2.2 The relevance of marketing research and information to managers within Thomas Cook8
2.3 Assessing the influence of marketing on society.............................................................8
TASK 3............................................................................................................................................9
3.1 Issues within product, price and place elements of marketing mix..................................9
3.2 Importance of service sector mix elements to the travel sector......................................10
3.3 Applying the concept of the total tourism product to an individual tourism business...10
TASK 4 .........................................................................................................................................11
4.1 The integrated nature and role of promotional mix........................................................11
4.2 Planning an integrated promotional campaign for Thomas Cook summer 2016 holidays12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Marketing can be stated as a crucial concept for managers within 21st century as
businesses aims to win the attention of their clients and stakeholders. However, it is significant
for the marketing team to effectively design their products and also deliver as per the customer’s
interest so that best decision can be made. Further, improving product quality as per the
customer’s requirements is also necessary so that it could compete effectively with the
competitor's products (Evans, Stonehouse and Campbell, 2012). The UK travel and tourism
industry is one of the fastest growing industries in the world. Thus, business is required to
develop effectual marketing strategy i.e. proper balance between both the demand and supply
side so that best results can be attained. In the present study, Morocco and Egypt have been
selected which are the best places in terms of nature and wildlife. Further, the concept of
marketing, its relevance and their implications have been assessed in this report in regard to
Morocco and Egypt. At the end, a promotional campaign has been developed for these
destinations by Thomas Cook which which is a leading tour operator within UK.
TASK 1
1.1 The core concepts of marketing for travel and tourism sector
It can be assessed that marketing in travel and tourism is regarded as an exchange of
products and services across the boundaries of different nations. Further, it also influences a
large set of visitors in order to visit different places. Following are the core concepts of
marketing in this sector that need to be considered such as-
 Identification of needs and market offering- It is one of the significant aspects within
every organization that they need to determine the needs of customers as it varies from
time to time. However, people plan to visit different destination in order to get relax and
feel comfortable. Thus, the basic needs of clients within travel and tourism sector for
visiting any destination are food, accommodation and finance. Here, Thomas Cook plays
a critical role in providing all such facilities to visitors and satisfying their needs. Also,
marketing team of the business designs products as per the needs of consumers in order
to make them satisfied (Floyd and et. al., 2004).
 Valuing consumer and attaining satisfaction- Here, it is essential for the management
of Thomas Cook to value the perception of customers and provide satisfaction to them
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within travel and tourism market. For that, better services and products should be
delivered to the clients. However, business possesses consumers from all around the
globe and they have different wants and needs in regard to accommodation facilities,
travel plan, food and entertainment (Pan, MacLaurin and Crotts, 2007). Therefore,
Thomas Cook is required to value all these options as per the preference of clients so that
they attain satisfaction.
 Potential of marketer- It is another crucial concept that the business entity is required to
make sure that potential marketer should be positive in regard of delivering products and
services. However, it assists in providing strength to marketing activities and assists
marketing department of Thomas Cook to develop effective travel plan for the purpose of
providing tour package for the particular destination as per the customer need (Pike,
2005).
 Exchange transactions and relationship- It is essential to maintain direct relationship
and exchange transactions within travel and tourism sector. Thus, in regard to this, when
customer acquires travel services at international level, exchange rate is one of the crucial
aspects at that time. Also, it can be assessed that Thomas Cook is required to maintain
good relationship with their customers by providing them customized tour packages so
that better results can be attained (Richardson and Fluker, 2004).
1.2 The impact of the marketing environment on individual travel and tourism businesses and
tourist destinations
As travel and tourism industry is mostly depended on the needs and preferences of the
customers, so there is very huge impact of marketing environment on the business of Thomas
Cook. Following are the impacts of marketing environment on travel and tourism businesses as
well as tourist destinations-
 Political environment- It is crucial for the government of Egypt and Morocco to modify
rules and regulations in terms of visa and other legal formalities at the time of welcoming
guests within country. Thus, it helps in increasing the number of foreign tourists to visit
country and explore the nature and antique monument of destination (Uzama, 2009).
Further, government bodies also provide different investment proposals to traders and
provide opportunities to them so that they can carry out trading in the country.
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 Economic environment- Economic reforms have been significantly improved after 2003
as the government of Egypt and Morocco has modified economic policies. Thus, such
drastic change in the economy of country has enhanced travel and tourism market. It also
provides benefits to the country as well as tour operators which are customizing trips
within such destination (Gooroochurn and Sugiyarto, 2005).
 Social environment- Changes in the taste and preference of travelers and local people
impact business environment as well as tourist destination. Thus, proper marketing effort
has been carried out in regard to determine the requirements of consumers. Here, Thomas
Cook develops travel plan and provides relevant package by considering the choices of
people and the social environment of destination (Kotler, Bowen and Makens, 2006). For
example: Thomas Cook is required to plan the package of Egypt and Morocco by
considering the fact that such destination possesses ancient history and thus people visit
such places in order to explore the ancient civilization.
 Technological factors- Enhancement in technology is the main factor that helps business
to link the consumer’s demands and build connection with them in order to attain better
results. For example, nowadays travel businesses undertake viral marketing as it connects
suppliers and customers on the common platform for interacting with each other so that
best tour package can be provided as per their requirement. Also, social media and
internet are the best methods that help in collecting information about the particular
destination, so that tour plan can be developed in an effective manner (Law, Leung and
Wong, 2004).
1.3 The factors affecting consumer motivation and demand in the travel and tourism sector
It can be evaluated that consumer motivation and demand depends upon varied factors.
However, in order to fulfill the needs of visitors within travel and tourism sector it is essential for
supplier to raise their standard of services. Thus, it enhances the competition within the industry
up to a greater extent. Following are the factors that influence the consumer motivation and
demand such as-
 Tourist destination- Morocco and Egypt is one of the crucial destination that attracts
tourists because it is fond of antique monuments and land of ancient civilization of
people. Thus, ti attracts tourists to visit the place from all around the world. There are
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varied attractive places and statues that encourage travelers to visit the destination and
explore the magic, mystery and pleasure of such place (Li and Petrick, 2008).
 Connectivity- Another influential factor that encourages tourists to visit the destination is
better connectivity in the form of air transport to visit Egypt and Morocco. However,
visitors from different geographical areas in the world can reach the destination by using
airline facilities. Thus, such factor provides best convenience in regard of attracting the
visitors from different places (Middleton and et. al., 2009).
 Availability of supporting services- There are varied kinds of supportive services such
as accommodation, food, entertainment etc. are the best key factors that encourages
visitors to visit Morocco and Egypt. Moreover, it can be analyzed that both these
destinations attract tourists because it provides luxurious hotels and shopping facilities to
enhance tourist attraction (Gretzel and Yoo, 2008).
 Wide range of options- Travelers desires to select such tour operator that provides them
wide range of facilities within one tour package. Thus, Thomas Cook is the best tour
operator in the world as it provides diverse facilities such as hotel accommodation with
luxurious stay, currency exchange, ticketing, leisure activities etc. by customizing the
travel plan as per customer preference (Hall, Timothy and Duval, 2012).
1.4 Principles of market segmentation and it uses in marketing planning
The varied principles of market segmentation and marketing planning play a critical role
in the success of enterprise. Through considering the demographic characteristics and lifestyle of
people Thomas Cook can distinguish the market into different parts. The management of
business is required to consider effectual segmentation so that growth and success can be
attained. With the help of market segmentation, it becomes easy for the marketing team of
Thomas Cook to determine the needs and perception of people belonging to different
backgrounds. Thus, with such segmentation proper products and services can be delivered to
individual in regard to satisfy their travel need (Ashworth and Larkham, 2013).
Another type of segmentation i.e. demographic and psycho-graphic are the best parts that
assists in encouraging business of Thomas Cook within Egypt and Morocco. The government of
such country is required to develop their economic system so that tour operators can expand their
businesses within such destination and attracts tourists to visit the place. Thus, management of
tour operator plans packages for various international tourists of holidays of rich persons to fulfil
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their leisure as well as corporate needs effectively. For instance, Thomas Cook being a luxury
travel company provides premium class products and services to people looking for the same.
Thus, here lifestyle and spending pattern of people is considered as an essential factor as wide
range of tourists visit the destination as Egypt and Morocco provides world class destination to
visit (Bordoni, 2011). However, such principles of market segmentation play a crucial role in
strategic planning in regard to \promote Egypt and Morocco as the best tourist destination in the
world. Thus, management of Thomas Cook can undertake lifestyle and demographic factors in
regard to better develop and present the destination for leisure visitors.
TASK 2
2.1 The importance of strategic marketing planning for travel and tourism business and tourist
destination
Strategic marketing planning is the best tool that helps each and every organization to
develop the business and attain success. Thus, in regard to travel and tourism business it is
essential for tour operators such as Thomas Cook to develop long term planning so that target
consumers can be attracted in an effective manner. However, through improving the level of
strategic marketing planning, Thomas Cook assists in attracting large number of travellers
towards Morocco. Determining different internal factors helps tourism business to get over from
different issues (Carrier and Macleod, 2012). Strategic marketing planning develops strengths
and opportunities of firm and thus it helps in overcoming threats and weaknesses.
Furthermore, evaluating SWOT analysis helps Thomas Cook to establish itself as a world
class tour operator who provides wide range of premium products and services. Thus, company
gives tough competition to other rivals by planning effective tour packages that attracts wide
range of consumer base. On the same side, business also possess a strong brand image in the
minds of consumer as they attract both national as well as international consumers and attain
competitive edge in market (Collison and Spears, 2010). Thus, in regard of developing and
growing Egypt as a tourist destination, firm undertakes best method such as providc best deals to
consumers, online booking facility, accommodation in five star hotels etc. that attracts
consumers to visit the destination. Hence, in regard to this it improves the market share of
business and also popularizes the destination at international level.
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2.2 The relevance of marketing research and information to managers within Thomas Cook
Market research can be considered as the best option in order to collect information and
knowledge regarding the prevailing conditions in market such as target market, needs and
preference of consumers etc. Thus, it assists management of Thomas Cook to facilitate such
options and develop effectual strategies in regard to build long term goals. After carrying out
effective market research it helps management of Thomas Cook to gain best information
regarding the needs and preferences of target market and provide them similar goods and
services to attain satisfaction (Timothy, 2011). Managers use such information in order to
analyse the market trends and thus plan effective tactics so that consumer base can be enhanced
in an effective manner.
Thomas Cook management collects data and information in the form of perception of
consumers preferring to travel, market conditions of destination, leisure facilities available etc.
Thus all such factors assist business to influence the target market and enhance the sales of
business through developing opportunities for tourism in Egypt. It involves wide range of
primary and secondary sources of collecting information so that needs of consumers can be
assessed in regard to provide them satisfaction. Management of Thomas Cook analyses the
current market trends and requirements of consumers so that opportunities for Egypt tourism
increases effectively (Underberg-Goode, 2014). Thus, after assessing the market information,
Thomas Cook managers assess the requirement of different international tourists who are willing
to visit Egypt and thus, deliver best products and services in regard to improve the market share
and brand image of firm in marketplace.
2.3 Assessing the influence of marketing on society
It can be evaluated that there are varied factors such as economic, social and cultural
aspects that influences the marketing activities carried out by the tour operators on society-
 Economic impact- However, marketing activities carried out by business attracts
consumers across the globe. Thus, it assists country to generate revenue and promote
economic development within nation. The economic condition of Egypt has improved
since 2003 which leads to enhance travel and tourism sector. However, such economic
growth influences the marketing activities of Thomas Cook as it helps them to develop
strong connection with people to insist them and travel in Egypt. Thus, it increases the
market share and profitability condition of business (Vargas-Hernández, 2012).
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 Social factors- Here, the marketing team of Thomas Cook is required to inform others
regarding the unique sculptures and monuments in Egypt to outsiders and thus promote
the country by flowing international tourists. It also encourages domestic tourists to visit
the historic places and attain results.
 Cultural aspect- Further, the marketing activities carried out by business helps in
increasing the tourism in the nation but it also impacts upon the culture of the country.
However, it is essential for the tour operator to prevent the culture of the country and
does not impact otherwise it will lead to loss of its uniqueness and authenticity (Concept
and Meaning of Tourism Product. 2015).
TASK 3
3.1 Issues within product, price and place elements of marketing mix
Marketing mix involves wide range of options i.e. product, price and place elements
which are essential at the time of developing products and services for every businesses.
Following are the issues related to such concepts of marketing mix are discussed as below-
 Product- It is essential for tour operator to analyse the needs and perception of different
customers and thus, provide them similar packages in order to satisfy their needs.
However, business possess varied tour packages for different segment of customers such
as theme parks for family, Disney land tours for kids and romantic places for couples etc.
For instance, if business is not able to produce the package as per the requirement of
consumers then they might face the issue of product failure and thus it impacts the
business in the form of losses and negative brand image in market (Evans and Shaw,
2004). Therefore, business is required to determine the needs of consumers and then
prepare the holiday package appropriately to attain satisfaction.
 Price- Thomas Cook is required to determine the price of packages so that the
management of company can make sure that the quoted price is appropriate for the target
customer otherwise, acceptance of the product issues can be faced within company. Here,
the business is required to adopt competitive pricing policy so that they can enhance the
sales of company and attract large market share.
 Place- Furthermore, it is another marketing mix element that firm needs to undertake
regarding placing the business at appropriate location so that target customer can reach
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conveniently. However, if the store of Thomas Cook is not located at proper market then
it may find issues regarding reaching the visitors and accessing to products and services
offered (Harvey, 2001).
3.2 Importance of service sector mix elements to the travel sector
Service sector mix states that it is the combination of varied elements of service
marketing that has been used by organization in order to communicate the business position and
brand image to consumers. However, service marketing mix involves the additional elements of
marketing mix i.e. process, people and physical evidence that helps management of Thomas
Cook to effectively design interactive strategies and boost the sales of firm. Business also
launches effective marketing campaign that enhances the sales and profitability of company in
market (Evans, Stonehouse and Campbell, 2012). These are as follows:-
 People- It is essential for the management of Thomas Cook to provide effective training
and development sessions to its employees so that they can enhance their skills and
capabilities and attain customer satisfaction. For instance, skilled employees can provide
best details of travel plan to clients and help them in making final decision (Pike, 2005).
 Process- Within process it involves a proper way of planning the travel plan that involves
entry in the country from airport, accommodation, food, fun and entertainment and
additional services that have been provided by Thomas Cook.
 Physical evidence- At the end, the physical evidence element involves an additional
service provided by company that differentiates the services and products of business
from other competitors. For instance, firm can provide a travel bag with Thomas Cook
printed on it in order to remember it as a crucial customer of company (Richardson and
Fluker, 2004).
3.3 Applying the concept of the total tourism product to an individual tourism business
Total tourism product involves integration of different industries working with travel and
tourism business. However, it cannot work independently without the help of each other in order
to gain maximum satisfaction. For instance, it combines with accommodation, transport, food,
financial services and recreational services etc. Thus, in order to attain customer satisfaction all
such services need to be involved. However, all these diversified services help in producing a
proper tour package and attract travellers to visit the destination. Further, total tourism product
model has been adopted by Thomas Cook through integrated vertical and horizontal with
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different businesses (Uzama, 2009). Through developing vertical integration it helps business to
connect with the businesses that offer similar products and services that provides adventure
experience to visitors. On the other hand, horizontal integration within firm involves tieing up
with different accommodation providers, food retailers and finance providers etc. so that best
results can be attained. Further, Thomas Cook also provides varied additional services such as
ticket booking, travel insurance, transport facilities etc. so that it attracts wide range of
consumers to use the services (Law, Leung and Wong, 2004). Following is the total tourism
product for Egypt tthat involves varied factors such as-
 Both side air ticket
 4 night/5days stay in five star hotel of Egypt
 Complimentary breakfast
 Local sightseeing
 Cab facility
TASK 4
4.1 The integrated nature and role of promotional mix
Promotional mix involves varied elements that help in promoting the products and
services in order to make people aware and attract them to purchase the product and services.
However, promotional activity helps in informing people regarding the products and services
available within the business and thus, it enhances the sales and profitability of firm in market.
Following are the different promotional mix elements which are as follows-
 Advertising- Here, business provides advertisements on different social media websites
and newspapers in order to provide tour package information to consumers and thus it
boosts the sales of firm. Advertisements help Thomas Cook to promote the business and
create a unique brand image in market so that target market can be satisfied (Richardson
and Fluker, 2004).
 Personal selling- Further, management of Thomas Cook focuses on personal selling of
tour plans to diversified range of customers through developing personal relationship.
However, it supports business to determine the needs and preferences of consumers and
thus provide them customized tour package so that sales can be enhanced.
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 Sales promotion- In order to promote the products and services business provides wide
range of offers and discounts to clients and thus enhances the sales of firm. Thomas
Cook provides discounts on its premium products and persuades consumers to visit the
particular destination at low prices (Pan, MacLaurin and Crotts, 2007).
4.2 Planning an integrated promotional campaign for Thomas Cook summer 2016 holidays
Following is the integrated promotional campaign prepared by the management of
Thomas Cook to promote the summer 2016 holidays within Egypt and Morocco which is as
follows-
 Step 1- Here, Thomas Cook possesses clear understanding regarding the target audience
at the time of launching the promotional campaign. Thus, with the help of such technique
business can effectively provide proper data and information to the target people and
satisfy their needs (Gretzel and Yoo, 2008).
 Step 2- Further, after the evaluating the target base, management of Thomas Cook is
required to adopt appropriate advertising channel so that they can effectively connect to
the target audience. However, adopting such channel that possesses wide range in order
to attract consumers and enhance sales and profitability (Hall, Timothy and Duval, 2012).
 Step 3- While, developing the integrated plan it is essential for business to make
consistent look upon the promotion campaign so that needs of travellers can be attained.
For instance, there are varied people who do not show proper interest towards such
campaign. Developing proper campaign helps firm to establish emotional connectivity
with clients.
 Step 4- Further, it is essential for business to involve suitable content such as details of
the tour package etc. so that consumers can easily understand it (Ashworth and Larkham,
2013).
 Step 5- Here, the message provided should involve proper format of content and thus
make sure that it is highly effectual and integrated.
 Step 6- At the end, team worm is required for integrated marketing campaign so that best
results can be attained. By working in coordination within team it helps in developing
strengths and overcoming weaknesses (Vargas-Hernández, 2012).
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CONCLUSION
From the above study, it can be articulated that marketing is the best way that helps in
attracting large set of tourists to visit the destination. However, Thomas Cook undertakes varied
marketing techniques in order to boost sales and create awareness among the people. Further,
market segmentation has been done by firm in order to build strategic plan so that target market
needs can be fulfilled effectively. Also, through delivering a wide range of products and services
in the form of customized tour package, needs and wants of consumers can be satisfied.
Moreover, proper promotional campaign has been developed by Thomas Cook in order to
promote the package for summer 2016 holidays.
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Richardson, J. I. and Fluker, M., 2004. Understanding and managing tourism. Pearson Education
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