Marketing Mix in Travel and Tourism
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Added on 2020-07-22
Marketing Mix in Travel and Tourism
Added on 2020-07-22
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MARKETING IN TRAVELAND TOURISM1
TABLE OF CONTENTSINTRODUCTION............................................................................................................................................4LEARNING OUTCOMES AND ASSESSMENT CRITERIA........................................................................4TASK 1............................................................................................................................................................41.1 Discuss the core concepts of marketing for the travel and tourism sector..........................................41.2 Assess the impact of the marketing environment on individual travel and tourism businesses such as Thomson and tourist destinations with reference to Turkey and Spain................................................61.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism sector......71.4 Analyse the principles of market segmentation and its uses in marketing planning at Thomson.......8TASK 2............................................................................................................................................................9LO 2 UNDERSTAND THE ROLE OF MARKETING AS A MANAGEMENT TOOL IN TRAVEL AND TOURISM..............................................................................................................................................92.1 Analyse the importance of strategic marketing planning for a selected travel and tourism business (Thomson) or tourist destination (either Turkey or Spain).......................................................................92.2 Discuss the relevance of marketing research and market information to managers in the travel and tourism sector with reference to Thomson.............................................................................................122.3 Assess the influence of marketing on society...................................................................................13TASK 3..........................................................................................................................................................15LO3. TO UNDERSTAND THE ROLE OF THE MARKETING MIX IN THE TRAVEL AND TOURISM SECTOR......................................................................................................................................153.1 Discuss issues in the product, price and place elements of the marketing mix with reference to Thomson Summer Deals 2019 to Spain and Turkey..............................................................................153.2 Assess the importance of service sector mix elements to the travel sector.......................................163.3 Apply the concept of the total tourism product to an individual tourism business such as Thomson...............................................................................................................................................................17TASK 4..........................................................................................................................................................18LO4 BE ABLE TO USE THE PROMOTIONAL MIX IN TRAVEL AND TOURISM................................18EXECUTIVE SUMMARY............................................................................................................................184.1 Assess the integrated nature and role of the promotional mix..........................................................194.2 Plan and justify an integrated promotional campaign for Thomson Summer Deals 2019 holidays..19Justifying a combined travel and tourism promotional campaign.........................................................21CONCLUSION..............................................................................................................................................22Reference List.................................................................................................................................................232
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INTRODUCTIONThe travel and tourism industry is one of the largest and fastest growing industry along withhospitality industry. Though the sector consists of some fundamental and traditional elements ofoperating and functioning over the years, there is immense number of advanced and newlyresearched strategies added to the existing procedure. The eminent sectors of travel and tourismindustry, such as marketing strategies, operational and functional departments, advancedresources and networking and knowing customer demands are required for improvement. In thisscenario, the Thomson travel agency has been selected in order to provide the case study with anin-depth and comparably specific understanding of the tools and technique. The practical field oftravel and tourism sector has been explained based on the package of Thomson Summer deal(2019) for Spain and Turkey. LEARNING OUTCOMES AND ASSESSMENT CRITERIATASK 1LO 1. UNDERSTAND THE CONCEPTS AND PRINCIPLES OFMARKETING IN THE TRAVEL AND TOURISM SECTOR1.1 Discuss the core concepts of marketing for the travel and tourism sectorThe components of marketing are a vast field in travel and tourism industry. In theopinion of Webster and Ivanovo (2014, p.137), there are core concepts involved in marketingstrategies. The main purpose of incorporating such strategies is meeting customer demands andknowing consumer trends. The consumer trend is a constantly changing factor that has beentaking over the industry, in the recent years. The marketing principles and concepts basicallyrefers to the trading or exchanging of goods and services in terms of value or finance to fulfil orsatisfy the definite needs. Some of the core concepts in marketing are the macro and the microfactors in business. These factors refer to the emerging marketing or business environment,which has a large impact in the overall business growth. The factors can also be external orinternal, that affects the business environment by brushing the operations and functions takingplace in a company. Moreover, the above-mentioned principles and concepts are responsible forthe changes in the core decision making and working style of the functional department. In brief,4
the concepts in marketing also includes, consumer value, corporate social responsibilities (CSR),employee consumer relationship, integrated marketing, which play significant role in the travelsector.According to Kotler and Armstrong, marketing is a social process that helps anorganisation to handle the wellbeing and growth of a business entity. It is a process that willinclude various operations to promote the services and high-quality products and services. Themajor concepts of the marketing within a tour and travelling firm involves the different factorswhich will help an organisation to handle the different marketing activity that will help inmeeting of marketing needs and demands in a better way. The core ideology of marketing intours and tourism involves:Assessment of customers’ needs and demands: a good assessment of customer needsand demands will help a travel and tourism entity like Thomas Cook to analyse therequirements of their customers and thus will help in providing them with high level ofcustomer satisfaction. This will support the effective handling of the business operationswhich will help in good management of the demand and supply of various goods andservices by a business organisation.Maintaining production: the assessment and the marketing process that is been carriedout will also help the firm, to integrate the effective production process that will help theorganisation to improve quality of services and goods that are been manufactured byThomas Cook. Increase in marketing will hamper the needs and thus the firm has toincrease the production.Transaction activities: this involves the effective handling of the exchange of money orfunds in return of the products and services that are been manufactured within theorganisation. The extent of transaction or the exchange process that is been carried outwithin an organisation will help the firm to manage the revenue and have a goodproductivity and profitability.Building and maintaining a good relationship with customers: an effective marketingprocess that is been carried by an organisation in an effective and significant manner willhelp the organisation to a significant level. For Thomas cook, it will help in effective5
assessing of high quality products and services and thus will help in handling of otherbusiness operations.In the travel and tourism sector, Thomas cook have to focus on the various core concepts ifmarketing through which it can meet its determined objective. These concepts are discussedbelow-Relationship- By helps of this concept of Marketing, Travel and tourism organisation can easilymaintain healthy relationship with customers. It helps to company in identifying customersactual needs and wants regarding product and services. With help of healthy relationship withcustomers, organisation can easily develop effective image of business in the market.Product concept- In this component of marketing, organization focus around the creation ofproduct and services. In this perspective, quality and amount of item and administrations iscritical in the travel and tourism area. Customer requirement- This is the significant point of the promoting in travel and tourismsegment by which organization comprehend necessity of client and conveys product and servicesin effective manner. By meet client prerequisite, organization can create amazing brand picturein the market and pull in vast quantities of clients. Exchange process- This is major important concept of marketing by which organisation canexchange commodities with customers and its value is determined in terms of money. Travel andtourism organisation can provide goods and services to buyers by use of this concept ofmarketing.1.2 Assess the impact of the marketing environment on individual travel and tourism businessessuch as Thomson and tourist destinations with reference to Turkey and SpainThe impact of business environment in travel and tourism industry is large on thedestination spots and the tourists. According to Becker (2016, p.86), the impacts of businessenvironment differs in case of tourists and travel spots. Not every individual or company isaffected in the same way. The impacts can vary from the following factors, EconomicGeographical and demographic6
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