Marketing Strategies in Tourism Sector

The assignment provides a comprehensive overview of marketing strategies in the tourism sector. It highlights the significance of marketing mix, which comprises product, price, promotion, and place elements, in creating a competitive edge for businesses in the industry. The document also delves into halal tourism concepts, including travel motivation and satisfaction among Muslims. Additionally, it discusses innovation management and its impact on business performance, as well as consumer perception of knowledge-sharing in travel-related online social networks. The assignment aims to equip students with a deeper understanding of marketing strategies in the tourism sector.

MARKETING IN TRAVEL
AND TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing in travel and tourism.................................................................1
1.2 Impact of marketing environment on Thomas Cook Group..................................................2
1.3 Factors that affecting consumer motivation and demand of travel and tourism sector.........2
1.4 Principles of market segmentation and its uses in marketing planning at Thomas Cook
group............................................................................................................................................3
TASK 2............................................................................................................................................4
2.1 Importance of strategic marketing planning for selected travel and tourism for Morocco
and Egypt.....................................................................................................................................4
2.2 Relevance of marketing research and market information to managers in travel and tourism
sector............................................................................................................................................4
2.3 assess the influence of marketing on society.........................................................................5
TASK 3............................................................................................................................................5
3.1 issues in the product, price and place elements of the marketing mix 366...........................5
3.2 the importance of service sector mix elements to the travel and tourism sector...................6
3.3 concept of the total tourism product to an individual tourism business or tourist
destination....................................................................................................................................6
TASK 4............................................................................................................................................7
4.1 the integrated nature and role of the promotional mix.........................................................7
4.2 plan and justify an integrated promotional campaign for a travel and tourism business or
destination....................................................................................................................................7
Conclusion.......................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing considers important role in the business success. In this regard, several
operations and functions develop in industry to communicate several benefits in the market. In
this way, ideal customers also attracted to increase economic results (Battour and Ismail, 2016).
Present report based on Thomas Cook Group that consider different kinds of attraction and
booking for tour packages that facilitate to attain desired results. In order to focus on the present
report, it covers core concept of marketing in travel and tourism sector. Furthermore, it develops
principles to conduct market segment. At last, it develops relevance of market research and
information for managers of travel and tourism sector.
TASK 1
1.1 Core concepts of marketing in travel and tourism
In order to consider different concepts, following aspects develop in UK for Thomas
Cook Group:
 According to the concept of American Marketing Association, it considers broad concept
in which different types of activities, process, tasks, etc. communicate to deliver effective
exchange. It helps to create value of particular services towards clients to deal with
innovative results (Tseng, Wu and Chen, 2015).
 Another concept determines to make effective decisions for management of the business.
Hence, it considers towards consumer orientation, competitor orientation and cross
coordination. This is because, Thomas Cook Group develop their operations and
functions for international and domestic both kind of market.
 As per the modern concept, travel and tourism industry consider dynamic nature so that
small number of businesses consider competitive results through established standards
products and services. With the help of specific brand, development of market consider
ICT for marketing operations and management options.
 In order to define cross functional orientation, process develop with coordination and
organisation resources. It assists to chosen business to increases their performances to
visit Morocco and Egypt destination.
 In respect to define sustainable development, Thomas Cook group also focus on planning
to venture in respect to work towards Morocco and Egypt.
1

1.2 Impact of marketing environment on Thomas Cook Group
Travel and tourism industry affected by different considerations of marketing elements.
There are different factors included that directly influence to activities of chosen business to
determines successful results. Following are certain factors create impact on Thomas Cook
Group:
Micro environment: Micro environment consider internal variables which could be
controllable easily through management. There are several elements included that create impact
on Thomas Cook Group performance. It involves suppliers, customers, intermediaries,
competitors, etc. For instance, business need to maintain their good relationship with suppliers so
that on low cost they are able to gain more profit (Tseng, Wu and Chen, 2015).
Macro environment: Furthermore, macro elements are also created impact on Thomas
Cook Group which involves demographic, political, social, cultural, etc. Hence, the selected
business need to consider strategic analysis and planning to solve these effects. For instance,
different demographic elements consider segmentation on the basis of age, income, education
level, etc.
Tourism activities in Morocco has several advantages with micro and macro elements.
This is because, there is high growth in GDP take place with more visitors. As results, it supports
to functions and operations in significant manner. Along with this, in Egypt tourism activities
also well developed with diverse activities. As results, cultural heritage activities assists to make
unique results in the business to attract people in it.
1.3 Factors that affecting consumer motivation and demand of travel and tourism sector
In international and domestic market, there are different kinds of customers exist. They
all have different needs and demand regarding tourism so that factors also create impact on their
visiting. They are as follows: Cultural factors: Consumer behaviour create influence on Thomas Cook group due to
different buyer culture, subculture and social class. This could be share in each enterprise
to demonstrate major causes and fulfil demand and requirement of them. In subculture,
religious, nationalities, etc. elements included so that segmentation consider in small
portions.
2

 Social factors: There are different elements included in social factors such as reference
group, family, role, status, etc. Hence, Thomas Cook group need to consider information
with attitude and behaviour of particular individual. Psychological factors: There are mainly four elements included in psychological factors
such as perception, motivation, learning, belief and learning. Customers could be
motivated with using different perspective so that it also create impact to determines
selective attention, distortion, etc. (Bilgihan, Barreda and Nusair, 2016).
 Personal factors: Personal factors are also influence to consumer behaviour in respect to
lifestyle, economic status, occupation, age, etc. Due to different age group, Thomas Cook
Group affected.
1.4 Principles of market segmentation and its uses in marketing planning at Thomas Cook group
In international market of travel and tourism sector, different categories consider plans to
satisfied customers needs and requirement. Plans are also considered define process that based
on similarities and relationship. Primary aims of marketing segmentation in Thomas Cook Group
determines to take systematic resources with several advantages. Following are different
segmentation consider in which chosen business develop their functions: Geographic segmentation: In order to consider geographic segmentation, Thomas Cook
Group able to consider proper division of market to direct resources that are suitable with
different characteristics of consumers. Psychographic segmentation: In this way, chosen enterprise included lifestyle, attitude,
values, belief, etc. On the basis of this perspective, they need to concentrate on effective
results (Tseng, Wu and Chen, 2015).
 Demographic segmentation: Demographic segmentation ascertain to selected enterprise
which involved gender, income, age, social background, etc.
With respect to create successful planning, it can be stated that different methods can be
used with qualitative and quantitative nature. In tourism industry, it is based on behaviour, needs
and motivation which is collective nature of typologies.
3

TASK 2
2.1 Importance of strategic marketing planning for selected travel and tourism for Morocco and
Egypt
Strategic marketing consider important role to develop planning which is related with
travel and tourism sector. Hence, Thomas Cook group need to operate functions and operations
that are related with environment, competitors, etc. it includes leadership direction, management
framework, etc. Following SWOT analysis consider take plan in Morocco and Egypt:
Strength
Thomas Cook group has more than 40000 employees so that they are able to deal with
different areas of customers easily. They are also considered planning with different tour
packages so that they are able to gain high market share (Tussyadiah, 2016).
Weaknesses
Thomas Cook Group face various issues and problems due to inadequacies. Therefore,
continue growth in competition accompanied to reduce market share. Due to limited market
share, they are unable to get maximum profitability.
Opportunities
In respect to deal in international market, travel and tourism industry can make high
growth with implement tour packages. As results, it assists to consider worldwide facilities to
attain positive advantages (Battour, Ismail and Awais, 2017).
Threats
In the market, different competitors also exist that also determines several kinds of
services to customers. Therefore, chosen company face high risk to deal in systematic manner.
2.2 Relevance of marketing research and market information to managers in travel and tourism
sector.
In travel and tourism industry, marketing research consider to gain useful information. It
is useful to create proper link with consumers.
Assessment of opportunities: In order to collect effective information, opportunities
could be identify to solve market issues and problems. In this way, different purposes included in
marketing options so that performances of Thomas Cook group will be monitored easily.
4

Specified information needed authentication to address issues and attain relevant results (Forno
and Garibaldi, 2015).
Develop market entry strategy: Marketing information also consider to increase market
entry strategy at workplace. In this regard, Thomas Cook Group need to evaluate their
competitors performance so that they can implement functions with merger, acquisition, etc.
2.3 assess the influence of marketing on society
Marketing plays a significant role in society as it has completely revolutionised the
concept of buying and selling. This can be understood completely from the perspective of both
buyer and seller. Now the sellers are much concentrating on marketing aspect of their product
because it will lead to get recognition in the market where there are ample of products which are
been sold by the individuals and are regarded as the substitute and the biggest threat for the
seller. Through marketing seller can reach to large number of customers as compared to non
marketing of the existing product. Therefore marketing has influenced it at many ways
(Brexendorf, Bayus and Keller, 2015). Also , it provides to determine what unique features does
the product has which is completely different from the other available ones. It also helps in the
launching of new product and making the buyer aware of what benefits it can provide to them.
From the perspective of a buyer , he can get multiple options and his power of bargaining gets
increased which completely provides them many advantages. Also , the monopolistic market gets
into an end and every buyer enjoy his power. Apart from these factors buyers get the multiple
option of what product or services are available in the market.
TASK 3
3.1 issues in the product, price and place elements of the marketing mix 366
There are many issues which are related to the product , price, place and promotion of the
marketing mix. The major reason behind the formation of any product or services is to satisfy the
needs and wants of a customer. There it is very important that one should understand the
requirements of the target customer in a particular market but sometimes the producer fails to
understand the needs and hence produce a product which is not liked by the customer and does
not get recognition in the market.This is the major issue which is associated with it.
The major problem which is associated with the price is the less effectiveness in the
pricing strategy of the particular product. A product pricing must be dependent on the
5

affordability of the customers and should be according to its value perceived by them but if the
pricing does not matches with it then the complete pricing get fails.
The main problem associated with place is the poor distribution channel and also wrong
disposition of the product that leads to decrease the sale at particular area or poor availability of
offerings.
3.2 the importance of service sector mix elements to the travel and tourism sector
Service sector mix has 7 P’s which are basically product, price, place, promotion,
process, people and physical evidences.
The product part focuses on the type of tourism services which are offered to various
travellers such as booking tickets, holiday packages etc. Pricing strategy leads to provide a
segregation according to the affordability of customer. The place determines that the
organisation shall be present at every corner of the state or a county in order to create a
connectivity. The promotion leads to aware travellers regarding the services which are provided
by the firm and leads to create a competitive advantage. The process determines the delivery of
any tourism services which can be through digital technology using internet and devices. The
physical evidence depicts the ambience of the firm which is providing the services and people
refer to those employees who are serving all the interest customers in an effective manner.
3.3 concept of the total tourism product to an individual tourism business or tourist destination
Tourism product is known to be the group of many components which are included
together in a specific bundle for satisfying the needs of the travellers in the tourism sector. It can
be regarded any thing which can lead to attract, acquisitive or consume the services which are
related to the tourism areas. It is comprised of many objects, associated services, personalities,
ideas, destinations and the firm who is responsible for providing the services for satisfying the
customers who are interested to travel particular destination. It is designed in the form of
augmented product which determines the total benefits which are availed by the traveller and
experiences while consuming the whole product. In this perspective individuals does not buy
certain product but they buy the benefits which are associated with the buying of the travel
product (West and Bogers, 2014).
6

TASK 4
4.1 the integrated nature and role of the promotional mix
Promotional mix is also known as the communicational mix which is comprised of many
ways through which a firm can conduct the promotional activities fro their product or services in
a market in order to attract more to avail those offerings. There are many ways of promoting the
services in a tourism sector which can be through advertisement, word of mouth and even direct
selling. All of these activities has the common objective but different approach. The promotional
activities is chosen according to the number of target audience and the geographical area which
has been decided for promoting. The nature of all the promotional mix factor is very adaptive as
it has to adapt the changes in the surroundings and has to make strategies accordingly in order to
deliver the effective promotion. Also it provides recognition to the company who has started
delivering related tourist services or have invented something new in the field of the travelling
which can provide many benefits to the customers (Vishnevskiy, Karasev and Meissner,2015). It
leads to increase the customer base which provides profitability in return to a firm
4.2 plan and justify an integrated promotional campaign for a travel and tourism business or
destination
The integrate promotional campaign for a tourism business can be conducted through the
following ways which are discussed below:
It can be conducted through effective advertisement on print as well as non print media.
In the print media one can successfully promote it with the help of various pamphlets,
newspapers hoarding which can be situated at highways or the main tourist location which would
lead to grab the eyes of every customer along with that one can promote it on tourist vehicles or
government transports for reaching every traveller. Also broadcasting can be done on television
and radios which will target the local customers. The foreign travellers may be targeted through
the use of social media technology which is in trend and can be sent through various social
media platforms such as facebook, instagram , snapchat etc. This will lead to provide a global
promotional campaign that will provide an international recognition to the firm and would lead
to attract international customers to avail the services (Mir, Casadesús and Petnji,2016).
7

Conclusion
It has been concluded that the promotional mix provides a competitive edge in the
tourism sector to all the businesses which are new to performing well and wants to get expanded
globally. Also importance of marketing has been discussed and its effective role in the society
that has lead to increase its importance in the market for every buyer and seller. Also the total
tourist [product has been discussed which is comprised of many elements that together leads to
the satisfaction of an individual travellers which is every important for them. Also the marketing
mix of the tourism and trsvel sector has been provided which depicts the complete knowledge
associated with it.
8

REFERENCES
Books and Journals
Battour, M. and Ismail, M.N., 2016. Halal tourism: Concepts, practises, challenges and future.
Tourism management perspectives, 19, pp.150-154.
Battour, M., Ismail, M.N. and Awais, M., 2017. Islamic tourism: an empirical examination of
travel motivation and satisfaction in Malaysia. Current Issues in Tourism, 20(1), pp.50-
67.
Bilgihan, A., Barreda, A. and Nusair, K., 2016. Consumer perception of knowledge-sharing in
travel-related online social networks. Tourism Management, 52, pp.287-296.
Brexendorf, T. O., Bayus, B. and Keller, K .L., 2015. Understanding the interplay between brand
and innovation management: findings and future research directions. Journal of the Academy of
Marketing Science.43(5).pp.548-557.
Forno, F. and Garibaldi, R., 2015. Sharing economy in travel and tourism: The case of home-
swapping in Italy. Journal of Quality Assurance in Hospitality & Tourism, 16(2),
pp.202-220.
Mir, M., Casadesús, M. and Petnji, L.H., 2016. The impact of standardized innovation
management systems on innovation capability and business performance: An empirical
study. Journal of Engineering and Technology Management.41. pp.26-44
Tseng, C., Wu, B. and Chen, Y.C., 2015. Travel blogs on China as a destination image formation
agent: A qualitative analysis using Leximancer. Tourism Management, 46, pp.347-358.
Tussyadiah, I.P., 2016. The influence of innovativeness on on-site smartphone use among
American travelers: Implications for context-based push marketing. Journal of Travel &
Tourism Marketing, 33(6), pp.806-823.
Vishnevskiy, K., Karasev, O. and Meissner, D., 2015. Integrated roadmaps and corporate
foresight as tools of innovation management: the case of Russian
companies. Technological Forecasting and Social Change.90. pp.433-443.
West, J. and Bogers, M., 2014. Leveraging external sources of innovation: a review of research
on open innovation. Journal of Product Innovation Management, 31(4). pp.814-831.
9