Marketing in Travel and Tourism Assessment - Thomas Cook
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Added on 2020-01-28
Marketing in Travel and Tourism Assessment - Thomas Cook
Added on 2020-01-28
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1MARKETING IN TRAVEL AND TOURISM Marketing in Travel and Tourism NameCourseCollegeDate
MARKETING IN TRAVEL AND TOURISM 2Table of ContentsIntroduction.................................................................................................................................................2Task 1: Understanding the concepts and principles of marketing in the sector of tourism and travel........31.1 The evaluation of key concepts of marketing for the travel and tourism sector...............................31.2 Assessment of the effects of marketing environments on individual travel business which is Thomas Cook and its operation in Morocco and Egypt...........................................................................41.3 Evaluation of various factors that affect the motivation of consumers and the demand in this sector.......................................................................................................................................................61.4 Evaluation of the principles of market segmentation and its application in the marketing planning of this organization..................................................................................................................................6Task 2: Understanding the roles of marketing as a management tool........................................................72.1: Analysis of the essence of strategic marketing planning for Thomas Cook or either Morocco/ Egypt as a tourist destination..................................................................................................................72.2 Discussion on the relevance of marketing research and market information to managers in the Thomas Cook...........................................................................................................................................92.3. Assessment of the implication of marketing on society...................................................................9Task 3: Understanding the function of marketing mix in the industry.......................................................103.1 Discussion of the issues product, price and place elements............................................................103.2 Assessment of the essence of service sector elements to the service industry...............................113.3 Application of the concept of total tourism to a tourism business..................................................11Task 4: Application of promotional mix in travel and tourism...................................................................124.1 Assessment of integrated nature and role of the promotional mix.................................................124.2 Planning and justification of an integrated promotional campaign for Thomas Cook Summer 2017 holidays.................................................................................................................................................13Conclusion.................................................................................................................................................13References.................................................................................................................................................14
MARKETING IN TRAVEL AND TOURISM 3IntroductionMarketing works to ensure that there is a common platform to which the buyers and sellers canengage. To derive maximum benefits from marketing and its related operations, it is essential toalign the organization's marketing strategies and the functional strategies. Just like it is witnessedin other sectors, marketing has a profound role in the travel and tourism sector. The presentelements of marketing environment usually have implications on various business operations.Any business in the travel and tourism sector should try their best in the fulfilling the needs andexpectations of its customers through the implementation of appropriate strategic and tacticalmarketing decisions. This project will use Thomas Cook Group to evaluate various marketingconcepts and the different aspects of the marketing in the service industry.Task 1: Understanding the concepts and principles of marketing in the sector of tourism and travel.1.1 The evaluation of key concepts of marketing for the travel and tourism sector. Over the years, the global economy has experienced a range of mixed events. For instance, thedebt crisis was experienced in 2008 followed by the Euro debt crisis while on the order hand thedeveloping nations are experiencing growth and development in their economy. As thedeveloping countries are growing, they have to provide more clients who can afford to spend onlifestyle and travel-related activities. The increase in the disposable income in the developingnations has led to improvement in the consumer expenditure. Also the travel and tourism sectorhas experienced increased competition leading to the development and as a result encouragednew smaller entrants in the market space (Bennett & Strydom 2001). Due to the efforts of theplayers in this sector, there has been increased provision of high-quality products and services,
MARKETING IN TRAVEL AND TOURISM 4and this has led to the attraction of more customers. Before the increased economic growth theproducts offered were diverse in nature, but recently the business in this sector have startedproducing more homogenous and standardized products. It is notable that the number ofcustomers in the developed world and decreased forcing companies such as Thomas Cook todeveloped improved marketing strategies to attract more customers. The marketing activities of any organization are more than creating a need from clients. The bigorganizations in the tourism and travel are shifting to market approaches that are trade oriented.The role of the market division has become central due to the increasing give customers a firstpriority and the need for market variations. Most businesses in this sector are changing theirmarket strategies aligning them with long-term market objectives. The companies have providedmore regulations concerning the value delivery of services to the customers to enhance thecustomer satisfaction and consequently realizing business objectives (Bennett & Strydom 2001).The need to enact stricter regulation is that the customers themselves can directly experiencevarious services such as vacation and tourism services. This means that business is holding morevalue in the customer choices. Due to the increased competition, the current business such asThomas Cook and new entrants in the market have tried to develop new and innovative ideas thatattract and retains customers. In the 21st century, the market dynamics have become highly dynamic. There is highcompetition among the service providers. Various emerging micro-enterprises have taken themarket. ICT has had a profound effect the development of markets since you will witnesstechnology in every marketing operations and management options. Due to the increaseddisposable income in developing economies, there has been an increase in the number ofcustomers (Lamb et al 2012). Another factor have been the shift while adopting sustainable
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