Marketing in Tourism and Travel for First Choice Company: A Comprehensive Analysis

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TOURISM AND TRAVEL FOR FIRST CHOICE COMPANY
Marketing in Tourism and Travel for First Choice Company
Student’s Name:
Student’s ID:
Date: 03.05.2018
Professor Name:

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TOURISM AND TRAVEL FOR FIRST CHOICE COMPANY
Table of Contents
Introduction......................................................................................................................................3
L01: Task 1......................................................................................................................................3
P1.1. Core concepts of marketing for Tourism and travel sector................................................3
P1.2. Impact of marketing environment on the individual travel and tourism business, and
other tourist destinations in Spain and Turkey............................................................................4
P1.3. Factors affecting demand and customer motivation in Tourism and travel sector.............5
P1.4. Principles related to market segmentation, and key uses of marketing planning at First
Choice..........................................................................................................................................6
L02: Task 2......................................................................................................................................7
P2.1. Importance of strategic market planning for selected tourism and travel business............7
P2.2. Relevance of market research, and the market information to managers in tourism and
travel sector..................................................................................................................................8
P2.3. Influence of marketing in the society.................................................................................8
L03: Task 3......................................................................................................................................9
P3.1. Issues associated with price, product and place elements of marketing mix with First
Choice Summer Deals 2019 to Spain and Turkey.......................................................................9
P 3.2 Importance of service sector mix elements towards tourism and travel sector................10
P3.3. Concept of total tourism product on individual tourism business at First Choice...........10
L04: Task 4....................................................................................................................................11
P4.1. Integrated nature and the role defined for promotional mix.............................................11
P4.2. Promotional integrated campaign of First Choice Summer Deals 2019 Holidays...........11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
Marketing is regarded as a crucial activity in tourism and travel sector, as it allows business to
promote services and products effectively at diverse market places. In this assessment, the role
would be to work as an Assistant manager of Tour Operator on First Choice for the TUI group,
which tends to create summer holidays in Spain and Turkey. First Choice has been trying to
emphasize on the varied market campaigns that will help to promote new holidays to Spain and
Turkey in 2019. In this scenario, First Choice is trying to launch its Summer Holidays in 2019
that could promote its holiday package effectively. In quest, the TUI group also have wide range
of promotional campaigns that will influence key marketing practices on society with concept of
total tourism product. Further, the assessment will also develop key implications that reside on
the travel and tourism sector, along with the impact market environment has on the business
entity. Thus, the integrated role, and the nature of promotional mix in the marketing processes of
First Choice will also be explained efficiency.
L01: Task 1
P1.1. Core concepts of marketing for Tourism and travel sector
According to Amaro and Duarte (2015), marketing is a process where First Choice of TUI group
will promote its key services and products to the market, based on the needs and demands of the
users. Besides, it is vital for any business unit to develop the key marketing concepts, which will
help to support the business operations in long-term. As opined by Battour Ismail and Battor
(2011), the organisation should assess the customer needs and wants effectively. In order, the
idea of marketing will tend to emphasize the needs of the customers, and this in turn will help in
developing the services and products according to the expectations of customers. First Choice
must conduct a market research that will identify their customer preferences, and this in turn will
sustain organisation’s attempt to plan the customised services.
According to Delaplace, et al. (2014), the concept of marketing also focuses on the high value
proposition towards their key customers. Besides, this is where most businesses have to

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emphasize on creating value proposition for their key customers. In order, the concept of
marketing also produces products, which are mostly obligatory for customers with combination
of intangible and tangible products. Further, Customer retention is a key notion where First
Choice should adopt the marketing strategies that will help them to retain the customers for a
longer period, and hence, this is an effective principle for retaining customers (Dickinson,
Lumsdon and Robbins, 2011). On the other hand, the market area also focuses to maintain long-
term healthy relations with customers. Thus, First Choice could send various emails that will
help to organise public events in order to make relations with customers better.
P1.2. Impact of marketing environment on the individual travel and tourism business, and
other tourist destinations in Spain and Turkey
Because First Choice is considered as a key player in tourism and travel sector, it has showed
wide presence in the ongoing market. In this question, an in-depth research on Micro and Macro
factors of Spain and Turkey are been made:
Micro factors
According to Dolnicar and Ring (2014), First Choice offers a complete solution as travel
operator to its viable customers. It is witnessed that suppliers at Spain provides tourism package
to First Choice within certain hotels. Besides, the Tourism package intended by First Choice in
Turkey and Spain indicates that most of the suppliers are supportive hugely. Because First
Choice faces competition due to high availability of firms, it could be analysed that the company
should set distinct market situations where business units has to assess the competitor’s strategy.
Macro factors
The macro-environment will be evaluated with Pestel analysis. As opined by Truong and Hall
(2013), the political condition of Spain and Turkey is highly secure, and this helps to support
their economic growth. Both the country has contributed high percentage of GDP, and this is
why they receive more than 15 million visitors annually. It is effective that the business growth
operates in an economy that works with rapid pace. Both Spain and Turkey enjoys good relations
with EU, and this has been significant for First Choice to make their Summer Plans in 2019.
Besides, Turkey and Spain also constitutes wide cultural patterns and this has provided a distinct

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area of cultural experiences to tourists of First Choice. As discussed by Tham, Croy and Mair
(2013), the existing cultural variety of culture have showed a positive effect of operations of First
Choice.
As opined by Thakran and Verma (2013), in the present era, technology is developing at rapid
pace and countries such as Spain and Turkey have no exceptions towards the technological
developments. Besides, the far off nations are well associated to the present world, and this helps
in sustaining the growth in tourism sector. Because Spain and Turkey has a fair set of laws that
governs labour, industrial property, copyright and pricing, it can be intended that the domestic
tourism in gaining high momentum (Swarbrooke and Horner, 2012). However, the
environmental factors in Spain and Turkey are also positive, as this will get attracted them to a
positive environment. Hence, this would also support the growth area of First Choice.
P1.3. Factors affecting demand and customer motivation in Tourism and travel sector
According to Richard and Zhang (2012), the manager of First Choice will consider various areas
for developing the tour packages in Spain and Turkey. Some of the key factors, which may affect
demand and customer motivation in Tourism and Travel sector are as follows:
Tourist Destinations: In Spain, Barcelona is known hugely for afternoon siestas, beaches, great
architecture and late night partying. Madrid, being the Capital of Spain has places such as the
Time Square, Lunch at Plaza de Santa Ana, and local evening bar hopping. In order, Turkey is
known for its places like Istanbul, which is known as the city having high skylines whereas
Cappadocia is another dream destination that is known for valleys, mountainous formations and
caves.
Tours attractions: As opined by Munar and Jacobsen (2013), the key element that influences
decisions of individuals is the selection of a place to visit. In Turkey, the modern-day covers the
area that is stood at the crossroads of history, leaving it to wealth of sights for huge visitors.
Probably, the popular places in Turkey are Hagia Sophia, Ephesus, Anzac Cove, Basilica
Cistern, Troy and Bodrum Castle. Spain on the other hand has attractions such as Alhambra,
Sagrada Familia, Mallorca, Toledo, Ibiza and others. Both the countries are rich in historical and
scenic beauties, which will surely attract customers in abundance.

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Hospitality services and Connectivity: The countries offer huge range of services on hospitality
based on their culture and tradition. Besides, their MNC groups are also offering diverse kind of
food Cuisine, according to the demand of tourists. They also provide their local dishes, which
will help to attract customers.
Connectivity: Because tour operators and airlines companies are offering effective transportation
services from outside of Spain and Turkey, the visitors from the world can reach to several
destinations without any kind of difficulty.
P1.4. Principles related to market segmentation, and key uses of marketing planning at
First Choice
In case of effective selection of the target visitors, the manager of First Choice has developed a
plan that will attract customers for tourist destination of Spain and Turkey. For demographic
segmentation, the factors include business, age, and gender. As opined by Molina, Gómez and
Martín-Consuegra (2010), most customers will be included in age group 18-40, as manager will
be focusing on young age. For Psychographic segmentation, it will consider lifestyle of people
that wants to learn about ancient history of Turkey or feel free and enjoy in beaches of Spain.
Thus, the geographic segment is carried out as per religion, nation and location Miller et al.
(2010). However, First Choice is focusing on people that are of Islamic religion such that they
can assess the best of Islamic traditions in Turkey.
As opined by Minazzi (2015), market segmentation is regarded as a criterion for strategic market
planning that plays a decisive role in promotion of tour packages for First Choice. In terms of
segmentation, First Choice is trying to focus on young age group people that have interest in the
historical traditions of arts in Turkey. Besides, the manager also wants to attract individuals that
wish to enjoy the beach climates, parties and flavours of Spanish culture (Middleton et al. 2009).
Thus, the element that tends to support First Choice’s management are mostly the local
authorities, which tends to develop effective market strategy to influence visitors from UK and
globally.

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L02: Task 2
P2.1. Importance of strategic market planning for selected tourism and travel business
As opined by Mariani et al. (2014), the market climate of Tourism and travel keeps on changing,
and the strategic planning for First Choice is vital since it entails scrutiny of the environment for
the organisation, competitors and internal strengths. Besides, the general market should come
with a sustainable course that is aimed for making First Choice of TUI competitive for
maximizing the performance in the industry. Because First Choice is a UK-based operator and
subsidiary of TUI group, it has been effective from the very beginning on making travel and
tourism plans (Jacobsen and Munar, 2012). However, First Choice has a vision that would work
with leadership direction, management framework and remain competitive in market. However,
the use of SWOT analysis is been made to understand its importance in tourism market.
Strengths
 Market leader with new holiday
packages
 Technologically advanced by making
ongoing decisions
 Offers comprehensive services, and can
penetrate Western market of Europe
with high dependency
Weaknesses
 Loss beared with £69million in revenue
as of 2009
 Besides, a 13.5% reduction is showed
in package process due to the decrease
of sales for First Choice
Opportunities
 Wider expansion with M&A (Mergers
and Acquisitions)
 Wide opportunity to develop rise in
Synergy profits
Threats
 Threat with Thomson Airlines from the
low cost airlines like Ryanair
 Terrorist attacks or threats that might
change customer’s perception on safety
while travelling
Table 1: SWOT Analysis of First Choice
(Source: Author)

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P2.2. Relevance of market research, and the market information to managers in tourism
and travel sector
In tourism and travel sector, the market research is highly useful because relevance of market
research is the function that bridges link between customers and consumers. Besides, Heung,
Kucukusta and Song (2010) argues that market research will specify the information that is
authentic and have a reliable purpose in addressing issues relevant for the organisation.
However, the process also includes data analysis, data collection, and communication relative to
departments. According to Fesenmaier, et al. (2011), market information also shows the use of
development of the market entry strategy. For this, First Choice should try to evaluate their
competitors and should know whether they enter through franchisees mergers or through
acquisitions. Further, the market data will also be employed to know the best market information
system, which will set success of industry’s s standards. The managers should also forecast the
trends that will be defined on demographics (Evans, Stonehouse and Campbell, 2012). Hence,
First Choice of TUI group must use the market research, which will help to understand demand
of tourism products that they have in portfolio on a wider industry scale.
P2.3. Influence of marketing in the society
As opined by Amaro and Duarte (2015), there are several effects of marketing on a society, apart
from the profit-driven role in business. Besides, marketing is in wake for consumerism that helps
in protection of the key customers with adherence to the strict regulations of services and goods.
Marketing also helps to raise awareness for the society on the public policies that pertains with
niches in market. However, marketing also aids in formalizing legal ramifications in the industry
that is set with raising compliance and awareness (Battour Ismail and Battor, 2011). Thus, it can
be said that marketing also creates sustainability for business, which has to administer with
ethical business practices and with code of conducts. This also shows change in customer
perceptions, which are mostly covered in marketing research to work in scenario planning.

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L03: Task 3
P3.1. Issues associated with price, product and place elements of marketing mix with First
Choice Summer Deals 2019 to Spain and Turkey
The tourist industry is the most rapidly growing industries in present days, and this industry only
deal with providing different tour packages around the world. On that note, this industry has the
highest scope nowadays for improvement. According to Delaplace, et al. (2014), marketing mix
plays a very crucial role in this industry, and this marketing mix will help this industry to be
enriched with different aspects of successes to define Summer Deals in Spain and Turkey.
However, there are various issues of this marketing mix, and this will undoubtedly affect the
entire industry of tourism (Dickinson, Lumsdon and Robbins, 2011). First Choice will have to
frame this marketing fix process while dealing with these types of issues, which are described
below:
Product
As opined by Dolnicar and Ring (2014), this is the most vital point of this industry and plays a
crucial role to satisfy the customers. Besides, basic needs and demands of each client are
different from each other, and this is the central problem in front of developing products for the
holiday package in Turkey and Spain.
Price
Customers are susceptible in term of price and tend to compare different products based on their
quality and quantity. As argued by Truong and Hall (2013), this price problem is now the most
vital point for First Choice to make a high quality product by maintaining an affordable price
range.
Place
First Choice ties their email addresses and other important contact details in their website to
provide proper information to their customers regarding any enquiry about the tour details.
Promotion

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First Choice knows that in order to reach to a big number of people, social media is the only way
to attract customers (Tham, Croy and Mair, 2013). This is why they promote their tour details in
social media and internet.
P 3.2 Importance of service sector mix elements towards tourism and travel sector
According to Thakran and Verma (2013), this service sector has a large number of beneficial
elements, which will help them to attract different peoples around the globe and this would be
the best way to make their travel sector popular.
People
People are the most important and crucial factor for this tourism sector and this maintains
various experiences to keep a long time relation with them. However, it is vital for First Choice
Company to support a necessary deal for people and work according to it. This is the only way to
have to maximum exposure from people.
Physical Evidence
Physical evidence is another important part of this First Choice Company, as they need to show
the proof of their quality to their customers. According to Swarbrooke and Horner (2012), this
can be the most important point to deliver an image in front of customers to develop their
affection to visit the place. Physical evidence is like images, video and other important
documents and this makes the work easy for the First Choice Company to display them on social
media also. Besides, these evidences are like the proof of the environment of the destination.
Process
The process consists of different types of different types of Strategies, plan and other necessary
legal documentation related to work. As opined by Richard and Zhang (2012), there are different
processes to follow by various companies to maintain growth in their economic growth.
P3.3. Concept of total tourism product on individual tourism business at First Choice
At present, the tourism sectors are the highest growing sector of UK, and it has enormous due to
its development. Employee recruitment also becomes an essential part of this industry and has a
tremendous opportunity for the growth of this sector, which has no limit. As opined by Munar

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and Jacobsen (2013), tourism product is a mixture of different products related to the customer’s
choice, and this is only the way to make long time relation with them.
L04: Task 4
P4.1. Integrated nature and the role defined for promotional mix
Promotional mix plays the most critical role in this advertisement of products of any company,
and this is a probable way to display the company’s products to different customers. On that
note, here is a likely list of presenting the different promotional mix:
The advertisement is the best way to reach people through different news portals and social
media, and on that note, this could be a tool for various companies to promote their products
through online and offline. According to Minazzi (2015), this promotional management must
play a significant role to sell the desired product and attract people towards this company.
Salesperson and representatives are responsible for sale of diverse company’s products to
different parts of the world, and this personal approach to customers will play a critical role in
maintaining an excellent relationship with customers. These advertisements also deliver creative
ideas and other necessary methods to make any product saleable at market.
P4.2. Promotional integrated campaign of First Choice Summer Deals 2019 Holidays
Integrated promotional campaigning process was the most vital point for the First Choice in early
days when it was needed for the company to connect with different audiences. As opined by
Mariani et al. (2014), this promotion process is for those people that want to visit Spain and
Turkey during their holidays. Besides, the management team need to do a comprehensive survey
based upon the number of online booking and other relevant information on the company’s
website. Facebook, Twitter and other critical social platforms are needed to deliver the proper
information to the loyal customers. According to Fesenmaier, et al. (2011), digital marketing also
plays another important part in this promotion while media channel promotion also attracts
customers around the world.
However, if any customer inquires message and wants to know about the process of application,
then the management team will be responsible for taking care of the question of that person. The

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management team also deliver statistics to support the overall workflow from the last few years.
They also had made sure not to repeat any previous errors (Jacobsen and Munar, 2012).
However, destination images must show proper identification of a destination, which will
increase the attraction of the customer. On that note, the overall impression of the First Choice
must show the top-class quality of their products and their marketing team will have to maintain
proper behaviour with customers.
Conclusion
This can be concluded that this assignment can emphasise the overall role of marketing for this
Travel and Tourism sector and this plays a crucial role in the market study for First Choice. This
company needs to pay more attention to their management strategy to maintain possible
workflow to be perfect and the website needs to respond seamlessly if any customer asks for any
help. Spain and Turkey will be in focus for this First choice as this company wants to attract
large amount of customers in these two countries to grow their business.

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