Exploring the Transition from Commercial Fisher to Tourism Entrepreneur
Added on 2019-12-28
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Marketing in Travel andTourism
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Marketing concept in tourism industry.............................................................................31.2 Marketing environment....................................................................................................41.3 Consumer markets...........................................................................................................51.4 Market segmentation........................................................................................................6TASK 2............................................................................................................................................72.1 Strategic planning in the tourism industry........................................................................72.2 Marketing research and market information....................................................................82.3 Impact of marketing on community.................................................................................9TASK 3 ...........................................................................................................................................93.1 Marketing mix..................................................................................................................93.2 Marketing mix of service sector.....................................................................................103.3 Total tourism product.....................................................................................................11TASK 4..........................................................................................................................................114.1 Promotional mix ............................................................................................................114.2 Integrated promotional campaign ..................................................................................12CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14
INTRODUCTIONIn modern era, marketing is necessary in the hospitality industry.Marketing is the actionor the business which helps in popularizing or auction the merchandise and services by doing theproper market research as well as advertising. In the hospitality industry, tourism sectorbecomeone of the biggest corporation which provides the many opportunities regarding job so that theycontribute in growing the economy (Biggs, 2011). Organisation which are included in this sectorthey have to focus on the desires of the services users and according to that staff members of thebusiness entity have to do the changes in their services which succour in attracting large numberof consumers. Along with this they can classify their consumers according to their status orlifestyle. The present report is based on Thomas Cook which is a British global travel companyand it is listed on London Stock Exchange (How to become a Tour Operator Manager, 2016).The vision of Thomas Cook is to deliver the best holiday experiences to their consumers byusing high touch strategy. In the below mentioned report, discussion based on the core conceptand marketing environment in the travel and tourism sector. Moreover, discussion on themarketing segmentation in the tourism industry. Moreover, role of marketing mix and elementsof service mix in the travel and tourism sector has to be discussed. TASK 11.1 Marketing concept in tourism industryMarketing is a philosophy which helps the firms in analysing as well as evaluating theneeds and wants of the consumers. Along with this they have to make appropriate decisionswhich aid in satisfying the needs and wants of the consumers and attain success at the time ofhigh competition. In the travel and tourism sector, marketing play a essential role and by thatthey can promote their tourist destinations (Biggs, Hall and Stoeckl, 2012). Marketingorientation is a business model which assist in focusing on delivering the merchandise which aredesigned according to the needs and wants of the consumers as it helps in improving thefunctionality of the products as well as efficiency of production. To increase the market share,there are some factors which Thomas Cook have to focus on:Consumer needs: The manager along with the employees of Thomas Cook have to do properresearch and analyse the needs and wants of the consumer and provide services accordingly. Thishelps in providing the proper satisfaction to them and by that Thomas Cook reap success in the
competitive market. Thomas Cook have to do proper and appropriate marketing which helps increating awareness about the services in the market and by that they can improve theproductivity as well as proficiency (Croce and Perri, 2010). Product and service markets: The employees of Thomas Cook have to analyse the requirementsof the consumers and they have to provide their services accordingly which helps in attaining thegoals and objectives. Consumer satisfaction and retention:Consumers wants best and qualitative services andThomas Cook have to provide the services so that that satisfaction level of the service users willincreased. The employees have to make appropriate decisions which helps in increasing thevalue of products. The employees of Thomas Cook have to do effective communication withtheir consumers. If they are providing best services, this will helps in retaining the consumers fora long time and by that they can attain maximum position in the competitive market and alsoaccomplish their goals and objectives (MARKETING RESOURCES, 2017). Relationship marketing: The staff members of the firm have to build and maintain the relationwith the consumers as well as employers by which employees of Thomas Cook can do effectivemarketing by that they can attain leading position in the market. 1.2 Marketing environmentMarketing environment is the combination as well as sum of factors whether it is internalor external. It refers to the factors as well as forces which affect the ability of the firm that theycan maintain the relations with their end users as it is necessary for the companies to maintainthe relations so that they can generate maximum revenue. Micro environment:It refers to those factors which having a impact on company. Along withthis it also affects the relationship of business entity directly. There are different aspects whichinfluence Thomas Cook. It includes:Suppliers: It helps in providing the raw material which is used in the production of theproducts and services. It helps in offering the good products as it aid in improvingperformance (Dawson and et. al., 2010). Competitors: More competitors means the spending of the consumers decreases. A largenumber of competitors signifies that the demand and services of the products areimproved.
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