Tourism Marketing Analysis and Strategy

This assignment delves into the dynamic world of tourism marketing, requiring students to analyze current trends. The focus is on smart technologies, their impact on travel planning, and the role of customer relationship management in enhancing satisfaction. The importance of sustainable practices within tourism marketing is also explored through case studies. Ultimately, students are tasked with developing a comprehensive strategic marketing plan for a tourism business.

MARKETING IN TRAVEL AND TOURISM
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Executive Summary
The study focuses on core concepts of marketing in travel and tourism sector. It also shows
influence of marketing environment upon individual travel and tourist destinations. Importance
of marketing environment is clearly depicted in this study. Factors relating to motivation of
customers as well as demand in travel and tourism sector are portrayed in the course of this
study. The study reflects on analysis regarding principles of market segmentation and also its
implications on marketing planning. It concentrates on importance of strategic marketing
planning for a particular travel. Significance of relevant marketing research as well as
information of such research to managers needs to be present for suitable outcomes. Impact of
marketing on society is clearly depicted in the course of this work. The study shades light on
issues related to marketing mix of products. Requirement of service sector mix has been laid
down in this study. Concept of total tourism product for an individual sector is being stated in
this study. It encompasses role of promotional mix in business of tourism and travel sector.
Integrated promotional campaign has been mentioned in this study for knowing more about this
topic. The study informs travel and tourism sector need to understand demand of customers in
market for ensuring victory in business.
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Table of Contents
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................4
LO 1.................................................................................................................................................4
P1.1 Discussing core concepts of marketing in travel and tourism sector......................................4
P1.2 Assessing influence of marketing environment on individual travel and tourism business in
Thomas Cook and tourist destination..............................................................................................5
P1.3 Discussing factors affecting consumer motivation as well as demand in tourism unit...........7
P1.4 Analysing principles of market segmentation as well as its usage in marketing planning.....7
Task 2...............................................................................................................................................8
LO 2.................................................................................................................................................8
P2.1 Analysing importance of strategic marketing planning for Thomas Cook or tourist
destination........................................................................................................................................8
P2.2 Discussing relevance of marketing research as well as market information to managers of
travel and tourism..........................................................................................................................10
P2.3 Assessing impact of marketing in society.............................................................................10
Task 3.............................................................................................................................................11
LO 3...............................................................................................................................................11
P3.1 Discussing issues related to product, price and place elements of marketing mix................11
P3.2 Assessing importance of service sector mix elements to travel sector..................................11
P3.3 Applying concept of total tourism product to a particular tourism business.........................11
Task 4.............................................................................................................................................11
LO 4...............................................................................................................................................11
P4.1 Assessing integrated nature and role of promotional mix.....................................................11
P4.2 Planning and justifying an integrated promotional campaign for a travel and tourism
business..........................................................................................................................................12
Conclusion.....................................................................................................................................13
Reference List................................................................................................................................14
Appendices....................................................................................................................................16
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Introduction
Tourism has become very common in present world because people have started to travel from
one place to another at a rapid rate. In order to spend quality time that is different from regular
lifestyle, people travel to every corner of world. This helps them to remain mentally and
physically fit for any undertaking any type of stress. Sometimes, travel occurs due to business
purposes also. It is important for travel and tourism sector to conduct their business in such a
way; masses do not get into any kind of trouble during their travel. From mode of travel to
staying in tourist destination, every aspect regarding travel is arranged by this industry. This
industry is biggest service providers for people in present world. In this study, travel with
Thomas Cook is taken as an example for knowing more about this sector. Thomas Cook was a
business entrepreneur that has started a travel agency in 18th Century. It has become one of the
popular travel agency in UK in these years.
Figure 1: Logo of Thomas Cook
(Source: Thomascook.in, 2017)
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Task 1
LO 1
P1.1 Discussing core concepts of marketing in travel and tourism sector
Core concepts of marketing in travel and tourism sector are providing proper services to travelers
so that their satisfaction can be achieved properly (Kotler et al. 2014, p.558). Moreover,
orientation of customers, their demands and needs are required to be considered for ensuring
profitable results in business of travel tourism. Being an Assistant Marketing Manager of
Thomas Cook, it is important to understand value of products and services of this company to
service users. This will lead to taking suitable steps in planning trip to Morocco and Egypt.
Effective policies and strategies are needed to be made for conducting business properly. In
order to make effective plan, core element of marketing like price, promotion, product and place
need to be analysed from initial stage only. Kotler (2012, p.345) mentioned that essential factors
that are important for understanding concept of marketing are customer requirements, products
or services, and exchange process.
Customer requirements: Thomas Cook needs to set their priorities initially for making a
successful travel in Morocco and Egypt. According to needs of customers, different offers can be
provided to them. Persons can travel either for business purpose or for recreation purpose. Offers
can be set accurately according to requirements of service users.
Services provided: Services provided to people need to be aligned towards recent trends of
travel. Facilities provided during stay of customers need to be very developed and must of
reasonable price for attracting more customers.
Exchange Process: Kotler and Armstrong (2013, p.245) stated that exchange process is a way of
connecting both customers and service providers. Proper exchange of money will lead to bring
more innovativeness in products.
In travel and tourism sector, great reformation has been made in process of marketing. Thomas
Cook needs to comply with such change and plan their trip accordingly (Thomascook.in, 2017).
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Figure 2: Core concept of marketing
(Source: Xu et al. 2017, p.246)
P1.2 Assessing influence of marketing environment on individual travel and
tourism business in Thomas Cook and tourist destination
Morrison (2013, p.654) opined that marketing environment is segmented into two parts namely
micro environment and macro environment. Micro environment comprises of tourism venture,
suppliers, intermediaries, customers as well as competitors. Macro environment includes
demography, economy, society, technology, politics, culture and tourism systems.
Suppliers and tourism ventures: These are important part of any travel because they organise
entire travel sequence properly.
Intermediaries: Intermediaries includes travel agencies and other places of stay in tourist
locations (Morrison, 2010, p.987). Thomas Cook needs to maintain proper coordination with
intermediaries for ensuring better results.
Customers and competitors: Demand of customers need to be fulfilled correctly and
arrangement needs to done in such a way that a big leap can be taken among competitors. This
company needs to understand this environment suitably for better results.
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Customer
requirements
Services
provided
Exchange
Process

Demography, culture and tourism systems: Culture of a particular place needs to be
determined before planning for travel. In what way, natives of that place will react to any travel
matter need to be analysed properly. Thomas Cook needs to manage its tourism system suitably
so that services users do not raise any complaint.
Political This company had to understand political
facts of place of travel so that no impact is left
upon travelers.
Economic Economy of a place needs to be determined
for proper planning of tourism
Social Social factors like type of people, their beliefs
and their way of living need to be ascertained
before organising trip.
Technological This orgnisation needs to grow make
advancement in technological ground for
easing travel of people.
Table 1: PEST Analysis
(Source: Kotler et al. 2014, p.478)
P1.3 Discussing factors affecting consumer motivation as well as demand in
tourism unit
Huang et al. (2017, p.149) stated that there are important factors that affect in motivating
customers and their decisions suitably in duration of travel. Behaviour of customers and
behaviour of buyers need to be considered for execution of plan in businesses. Value of
customers and their satisfaction needs to be determined for ensuring proper planning. Models of
customer behaviour include loyalty, sociology and Psychology. Customers’ loyalty towards a
particular brand needs to be understood for planning travel for them. Sociology means
purchasing trend of customers towards any products or services (Xu et al. 2017, p.245). This
business firm needs to consider this fact and deliver services accordingly.
This company can provide stay of customers in Morocco and Egypt in a luxurious hotel brand at
reasonable price. This will help in maintaining competition in market and attracting customers
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towards them. Psychology means want of people to buy some products. This psychology can be
determined by satisfying suitable needs of customers. Thomas Cook can undertake new
strategies for meeting their needs. Motivation of customers is determined by impact of customers
upon decision-making and impact upon resolving conflicts of customers. If flexibility in services
is provided by this company, users can change their decision and switch from other brands.
Services of this business house need to be unique and different from others so that no confusion
arises while using services of this company.
P1.4 Analysing principles of market segmentation as well as its usage in
marketing planning
According to Wolf et al. (2017, p.2), segmentation in market needs to be done in order to reach
huge base of customers and satisfy them properly. This is helpful for preparing an accurate plan
for marketing of products and services. This business house needs to target customers in terms of
demographic, geographic and behavioural attributes. Requirement of service users, their lifestyle,
personality and class need to be determined before planning marketing of services. Competition
has increased at a rapid rate in market. Services offered by this enterprise needs to be unique and
non-identical than other service providers. This will help in gaining attention of every section of
people in society. Packages for segmented customer base can be different so that they find
interest in using such services. Urge of using such services will enhance business processes of
this entity. Nationality, Gender and family background needs to be considered by every business
venture for marketing their products suitably to targeted customers (Che et al. 2017, p.720). This
will lead to enhancing needs of customers suitably without any issues. Income and class of
people need to be determined before delivering products to people. This will enhance chances of
profit in summer tour of this venture to Morocco and Egypt.
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Task 2
LO 2
P2.1 Analysing importance of strategic marketing planning for Thomas Cook
or tourist destination
As per Lim (2017, p.40), strategic marketing planning for business firms are taken for earning
huge profits in business and meet needs of customers greatly. Strategy needs to be effective so
that fruitful results can be ensured in businesses. For Thomas Cook, strategy can be bringing
different packages like diamond, gold and silver package at a suitable price so that people would
like to use package according to their desire. In diamond package, every place of tourist
attraction in Morocco and Egypt will be covered and also stay will be in a luxurious room with
unlimited foods. In gold package, tourist attraction places and luxurious rooms will be included
but unlimited foods will be excluded. In silver package, tourist attraction places will be included
along with semi-luxurious rooms. This will help in attracting large base of customers.
SWOT Analysis
Strength
 Company is very popular and has
created brand awareness among
people.
Weakness
 Budget is high for every service so
low-class people cannot afford it.
Opportunities
 New package system will help in
providing tough answer to peers in
competitive market.
Threats
 Huge competition in market and every
competitor is good in making
innovative strategies.
Table 2: SWOT Analysis
(Source: Henderson, 2017, p.90)
Porter's Five Forces
Threat of alternatives: Customers are shifting to local trip because of getting cheap holiday
packages.
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Competition among rivalries: Skills of different rivals and their new strategies might help this
company to take proper measure to sustain competition in market
Purchaser’s negotiating powers: Exclusive deals need to be prepared by this company for
buyers so that they do not negotiate with prices.
Power of suppliers: Good relation need to be present with suppliers for better outcomes in
business.
Threat of new entries: This Company is very popular in market and people expect a lot more
from Thomas Cook. That is why; threat for new entry is less (Refer to appendix 1).
Figure 3: Product Life Cycle (PLC)
(Source: Wolf et al. 2017, p.2)
P2.2 Discussing relevance of marketing research as well as market
information to managers of travel and tourism
Williams et al. (2017, p.1479) informed that relevant knowledge regarding marketing of
products and services of several ventures need to be known for better aftermaths. In order to
make huge progression in business of this company, market research is helpful. Demand
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forecasting has to be determined properly for maintaining good business practices. Research
need to be done by this venture so that managers get proper information regarding sales, product
quality and requirements of users. Huge numbers of peers are providing similar products at
reasonable price. It is essential for this venture to add uniqueness in its services so that people
become gainer and get attracted towards this brand. Top management and managers of this entity
can discuss together regarding products and services. In what way, it affected customers and how
different measures can be taken to reach more numbers of masses. Appropriate information will
help in increasing market revenue in a very short tenure (Gong and Tung, 2017, p.420). As a
result, market research is very realistic and providing suitable information to managers is equally
significant.
P2.3 Assessing impact of marketing in society
As stated by Battour et al. (2017, p.51), positive as well as negative impacts of marketing is left
upon society that affects directly business operations. Marketing can assist in identifying most
important customers so that they can be targeted for enhancing rate of sale of products. Several
groups of business sector conducting marketing and uses marketing mix accordingly in order to
encounter with numerous customers. This helps in creating awareness regarding brands, which is
essential in businesses. Ethics and social responsibility are followed by marketing because
society expects more from different organisation. Sustainability can be ensured if marketing
practices are followed properly in business ventures. Thomas Cook maintains their responsibility
towards society and environment.
This enterprise does not use any ill measures that can affect environment adversely. Rules and
regulations are suitably followed by this venture in order to conduct fair business processes. This
company needs to maintain huge competition in market and this can be possible when customer
numbers can be increased rapidly. In order to reach customers, marketing is easiest way because
it brings efficient results (Ponnapureddy et al. 2017, p.15). Marketing sometimes, adds more
value to a product or service. Consumerism is also brought by marketing because it assists
buyers to purchase products without thinking twice. It can help in motivating buyers that are very
significant for any business sector.
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Task 3 (Refer to PPT)
LO 3
P3.1 Discussing issues related to product, price and place elements of
marketing mix
(Refer to ppt)
P3.2 Assessing importance of service sector mix elements to travel sector
(Refer to ppt)
P3.3 Applying concept of total tourism product to a particular tourism
business
(Refer to ppt)
Task 4
LO 4
P4.1 Assessing integrated nature and role of promotional mix
Several methods of promotion in order to interact with customers are advertising, public
relations, direct marketing, sale promotion and personal selling (Rahimi and Kozak, 2017, p.41).
This promotional mix helps in conduction of activities that will support in advertising of
products by enterprises. It leads to persuade customers to use such services of ventures. Besides,
it emphasizes on building strong relation with new customers. Integrated promotion mix is the
one of the main concept that is used in the business by the marketing experts. Under this concept,
same message is communicated through different channel of communication. By doing so it is
ensured that through different channel of communication all target customers will be targeted in
systematic way. Many times it happened that through different channel of communication
different messages are conveyed to the customers. Thus, they get confused or effectiveness of
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message reduced due to failure to target customers in systematic manner. Promotional mix for
this venture will aid in bringing earning great profit for this entity.
Advertising: In the opinion of Ormond and Sulianti (2017, p.95), advertising is a way of
promoting ideas or services of companies with usage of media. This company has used
brochures, web pages, posters, television and Social media for promoting their services. This has
led to increased numbers of users thereby, leading to profit margin advancement.
Direct Marketing: Direct marketing has aided this hospitality sector to conduct marketing by
reaching customers using advertisements. This company has sent anonymous emails,
promotional letters and brochures to people via internet.
Sales promotion: In order to increase rate of sales, promotion is being done to earn more profit
percentage. This entity has launched new travel packages for people so that they can conduct
promotion via company’s own promotional activities. Moreover, discounts are also being
provided for ensuring beneficial outcomes.
Public relations: As mentioned by Decrop et al. (2017, p.10), good policies need to be opted for
maintaining proper relationship with common people. Thomas Cook needs to consider relations
with customers as a matter of serious concern. This will help in creating good image for this
entity.
P4.2 Planning and justifying an integrated promotional campaign for a travel
and tourism business
Promotional campaign leads to bring more consciousness among services users regarding
products and services of every individual business unit (Rahimi and Kozak, 2017, p.45). This
hospitality unit has launched a summer trip to Egypt and Morocco as new product for gaining
extra competitive advantages. In order to survive competition in market, promotional campaign
is being designed by this entity for accurate results. It has started to provide discounts in its
packages for a particular time. Interested users can book those packages within that stipulated
time for availing such discounts. Promotion of such products has been done in both television
and social media. This has helped in gaining attention of more numbers of customers. Moreover,
service quality has been maintained very high because staffs of this venture are inclined to attract
customers with their behaviour. This plan would bring huge people get involved in using
services of Thomas Cook thereby, maintaining great competition in market. Along with this,
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profits will be maximized and satisfaction level in buyers will also see furtherance. In order to do
integrated promotion campaign first of all advertisement message and appeal will be prepared in
systematic way. In this regard due research will be carried out about the consumer behavior of
the people and in this way advertisement message will be prepared in systematic manner. Same
advertisement message and appeal will be broadcast on channel of communication like TV,
Newspapers and internet. Under advertisement message all details and attractive features of the
product will be explained in detail. In this integrated promotion campaign will be implemented
successfully by the Thomas cook.
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Task 4
P4.2 Planning and justifying integrated promotional campaign for travel
Integrated promotion mix is the one of the main concept that is used in the business by the
marketing experts. Under this concept, same message is communicated through different
channel of communication. By doing so it is ensured that through different channel of
communication all target customers will be targeted in systematic way. Many times it
happened that through different channel of communication different messages are
conveyed to the customers. Thus, they get confused or effectiveness of message reduced
due to failure to target customers in systematic manner.
In order to do integrated promotion campaign first of all advertisement message and appeal
will be prepared in systematic way. In this regard due research will be carried out about the
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Promotional campaign:
 launched summer trip to Egypt
and Morocco as new product
for gaining extra competitive
advantages.
 It has started to provide
discounts in its packages for a
particular time.
EFFECTIVE
CAMPAIGN

consumer behavior of the people and in this way advertisement message will be prepared
in systematic manner. Same advertisement message and appeal will be broadcast on
channel of communication like TV, Newspapers and internet. Under advertisement
message all details and attractive features of the product will be explained in detail. In this
integrated promotion campaign will be implemented successfully by the Thomas cook
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Conclusion
Marketing is an important task of every business sector and they need to evolve with unique
marketing techniques. This will help every entity to attain success in their business. Every
business unit had to undertake innovative strategies for marketing their products. As a result, it
can be a reason behind inclining more customers towards their products. In this study, it has been
seen that whenever new product or services are launched, proper marketing needs to be done.
This will lead to bringing great success in business ventures. It is significant that employees and
top management are required to work collectively for attracting customers. Such policies will
assist in increasing profit for every enterprise. Marketing mix needs to be done properly for
satisfying demands of service users. Therefore, products specification can be changed suitably
according to requirements of users. Satisfying buyers are motives of each business units, which
can be possible if requirements of customers are met accurately.
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Reference List
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Decrop, A., Del Chiappa, G., Mallargé, J. and Zidda, P., (2017). “Couchsurfing has made me a
better person and the world a better place”: the transformative power of collaborative tourism
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Ormond, M. and Sulianti, D., (2017). More than medical tourism: lessons from Indonesia and
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Appendices
Appendix 1: Porter’s Five Forces
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