Influence of Marketing on Travel and Tourism Industry

MARKETING IN THE TRAVEL AND
TOURISM INDUSTRY

TABLE OF CONTENTS
TASK 1............................................................................................................................................1
1.1 Concepts of Marketing ....................................................................................................1
1.2 Impact of Marketing Environment...................................................................................3
1.3 Factors affecting consumer motivation and demand........................................................5
1.4 Principles of Market Segmentation .................................................................................6
TASK 2............................................................................................................................................8
2.1 Importance of Strategic Marketing Planning ..................................................................8
2.2 Relevance of Marketing Research and Information.........................................................9
2.3 Influence of marketing on society..................................................................................10
TASK 3..........................................................................................................................................11
3.1 Issues in the element of marketing mix..........................................................................11
3.2 Importance of service sector mix element......................................................................13
3.3 concept of total tourism product.....................................................................................14
TASK 4..........................................................................................................................................15
4.1 Integrated nature and role of promotion mix..................................................................15
4.2 Plan for promotional campaign......................................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

Illustration Index
Illustration 1: Concepts of marketing..............................................................................................1
Illustration 2: Micro environment....................................................................................................3
Illustration 3: Macro environmental factor......................................................................................4
Illustration 4 Sales Promotion........................................................................................................17

TASK 1
1.1 Concepts of Marketing
Illustration 1: Concepts of marketing
(Source: Concepts of marketing, 2016)
There are different type of marketing concepts identified which plays very effective role in
terms of setting the direction of marketing personnel towards the specific approach. The
applications of the same with reference to the given case scenario is depicted in below: Needs, wants and demands: These all concepts can be consider as synonym of each other.
Here, the given element of marketing depict about the needs and wants of the customers.
This element state that before carrying out the production of any type of goods and
services, the manager of firm must analyses the needs and demands of its customers. The
given thing will be applied in the particular case scenario (Bradley, 2005). Here, before
making the final plan for the tour package in Morocco and Egypt, the manager of cited
firm must analyse the needs and demands of its respective buyers. For example, some
buyers will state that they would like to do adventure tourism in Morocco and Egypt.
However, some will say that they want to perform religious tour in the countries. Thus,
here on the basis of given opinions only the Thomas Cook must make decision about the
travel destination with respect to the Morocco and Egypt. Products: It is the second element of marketing which gives description about the products
and services which firm will offer to its respective buyers. Here, in the given element the
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manager of Thomas Cook will make the decision regarding the type of services being
offered by it to the respective buyers while organizing tours in Morocco and Egypt. For
example, with respect to the given tour services could be a tour guide, free breakfast,
discount on tickets and chance to get the stay in famous five star hotel which is located in
any of the given destination. Value, satisfaction and quality: The given concept of marketing is used for the purpose to
give immense experience of services to the buyers. Here, the satisfaction of customers will
be enhanced if they firm deliver services more than the expected one (Kim, Lehto and
Morrison, 2007). Thus, in order to raise the satisfaction of Thomas Cook buyers, it is
required by the manager that it must gather the feedback from the customers of other firm
who had performed tour in the given destinations. Thus, through this way only manager
can assess the pros and cons of the respective tour. On the basis of this, Thomas Cook can
plan an effective tour. This will not only enhance the satisfaction of customers, but it will
also make the buyers feel like that they are valued. However, the manager of Thomas Cook
should constantly make efforts in terms of improving the quality of services which is being
delivered by it. Through this also, satisfaction of buyers will be maintained. Exchange, transaction and relationships: Exchange is the activity in which one individual
get something in exchange of doing some work. With respect to given case scenario,
exchange will be in monetary terms. Here, Thomas Cook will get payment from its client
in return of organizing tours for them. However, with an aim to deliver the given services
Thomas Cook will have to form an agreement with all the hotels where its customers will
stay while getting tour in Morocco and Egypt. However, the relationship element of
marketing state that firm must developed an effective relationship with its buyers. This can
be developed by Thomas Cook by delivering the services in a manner which is being
promised by it.
 Markets: In the given element, manager will have to make the decision about the market
where it can present its products and services. Thus, for Thomas Cook market would be all
the buyers who wanted to perform tour in Morocco and Egypt (Pan, MacLaurin and Crotts,
2007)
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1.2 Impact of Marketing Environment
The marketing environment of an organisation is known as the factors and items that
affects the capability to construct and maintain relationship with customers. The marketing
environment for the given company can be affected by micro environment and macro environment
factors (Chaffey, Ellis-Chadwick, Mayer and Johnston, 2009). Presenting here the detailed study
on micro and macro environment factors affecting the travel and tourism business of Thomas cook
and its effect on the current packaged tour to Morocco and Egypt.
 Micro Environment : The micro marketing environment relates to the factors affecting the
marketing within the company. They are suppliers, competitors, customers, public and
intermediaries.
Illustration 2: Micro environment
(Source: Micro environment, 2016) Supplier: They are the individual who fulfils raw material related demand of firm. With
respect to the given holiday supplier of Thomas Cook will be the hotels and tour guide.
These all suppliers can cause significant impact upon the Morocco and Egypt holiday trip.
This is because, the satisfaction of Thomas Cook customers largely depends upon the
services of these individuals only ((Kotler, Bowen and Makens, 2006)). For example, the
supplier of the firm will not provide high quality of services then in the given situation
satisfaction of buyers will be impacted in a negative way. Due to this, brand image of
Thomas Cook will be impacted. Customers:The person who uses the goods and services will be called as buyers. The
decision regarding the type of package which needs to be adopt by the firm largely
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