Tourism Marketing Strategies & Trends

This assignment delves into the dynamic field of tourism marketing. It examines key factors influencing consumer behavior in the travel industry, highlighting segmentation techniques and the role of marketing research. The discussion encompasses various promotional tools, including social media, virtual experiences, and gamification, illustrating how destinations leverage technology to attract tourists. The assignment emphasizes the importance of understanding current trends and adapting marketing strategies to meet evolving consumer needs in the global tourism landscape.

MARKETING IN TRAVEL
AND TOURISM

INTRODUCTION
Marketing is the best part to manage business and its functions. With the help of this
element, travel and tourism sector organisations can communicate several benefits to their ideal
customers and focus on specific message which are made for attracting them. It is also helpful in
making action plan that assists to accomplish effective goals and objectives (Dickinson, Ghali
and Norgate, 2014). Present report is based on Thomas Cook Group which provide various plans
and holiday packages, around the globe. In addition to this, they also providing booking services
for hotel, flights and many other facilities required by customers. In order to focus on the
organisation, following report covers concept of marketing on travel and tourism enterprise.
Furthermore, it includes strategic planning process for the selected enterprise. In addition to this,
it assesses the importance of service sector mix elements to the travel sector. At last, it discusses
about integrated promotional campaign.
TASK 1
1.1 Key concept of marketing within the travel and tourism industry
There are different concepts applied to travel and tourism industry of Thomas Cook
Group. They are as follows:
 As per the American Marketing Association, concept of marketing is the large view
which defines different set of actions range of processes, institutions that communicate,
deliver and exchange offers to demonstrate values to client, partnership organisation and
customers (Hall, Gossling and Scott, 2015).
 Further concept of marketing involves decisions that are made by management of the
organisation that has aimed to address buyer decisions in Thomas Cook Group. There are
different orientations take place that support to the selected business such as consumer,
cross, coordination and competitors that exist in marketing orientation (Prebežac, Schott
and Sheldon, 2016). Travel and tourism sector organisations have experience in two
major categories of demand such as international and domestic tourism demand.
 In addition to this, cross functional orientation determines procedures that includes
coordination, resources, collating within the organisation to ascertain marketing
information. This will be helpful to Thomas cook group to assure and enhance
performances in Morocco and Egypt destinations.
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 In the modern concept, small sector determines development with growing and make
competitive business for accomplish goals and objectives in respect to launch new
holiday packages. In order to develop outcomes of market, ICT and different operations
of marketing actions are planned within the firm (Dickinson, Ghali and Norgate, 2014).
 Last but not least, market is also shifted in respect to focus on sustainable development.
Hence, it can be stated that planning of Thomas cook group is determining operations and
functions to regulate services in Morocco and Egypt.
1.2 Marketing environment that impact on travel and tourism organisation
Travel and Tourism is not only one business that stand-alone but it constrained towards
marketing environment. In this context, marketing environment is referred to as decisive
variables and other elements that influence it directly or indirectly. In addition to this,
environment determined in different types such as micro and macro (Hall, Gossling and Scott,
2015). These elements impact on functions and operations in the following manner:
Micro environment: The Micro environment refers as internal variables which easily
control by management in Thomas Cook Group. It includes organisation’s structure and culture,
suppliers, intermediaries, customers and competitors. For example, suppliers affect profit,
reputation and maintenance of good relationship with organisation (Prebežac, Schott and
Sheldon, 2016). This is because, it assists to support in performing operations effectively so as to
satisfy customer demand.
Macro environment: On the other hand, macro environmental factors are beyond the
control of management. It includes demography, political, social, cultural and many other
elements that impact on the organisation when they operating in different destinations.
Therefore, the chosen enterprise need to determines concentration on micro and macro
environmental factors that helps in strategic analysis to identify its effect on performance. For
example, demographic forces impact on different segments due to different country, region, age,
education level, etc.
Tourism in Morocco is well developed with creating several advantages. This sector of
business demonstrate essential part through 8% to total GDP in country and receiving almost
eighteen billion visitors annually. In this area, there are several free trade agreements that assists
to support functions and operations in significant manner. Further, economic condition and
political elements are also stable that help in making good relations with European Union
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(Prebežac, Schott and Sheldon, 2016). Manufacturing of the country developed very well that
assists to meet with several international standards. This nation has good set of laws that can be
govern in term of copyright, labour, pricing, industrial property etc. However, there are also
several competitors existing in industry that includes high standard hotels, tour operators that are
owned privately.
In addition to this, Egypt's is very developed tourism industry that provides vibrant and
diverse in various areas of the world. In addition to this, there are several attractions exist
towards tourist, unique features of geographical areas and cultural heritage (Dickinson, Ghali and
Norgate, 2014). This generates almost 14.8% contribution from travel and tourism in term of
GDP. As a result, it can be stated that Morocco and Egypt are two countries which have perfect
reason and opportunities for the selected business to invest money to organise holidays packages.
1.3 Elements that affect to consumer motivation and requirement of travel and tourism sector.
Within the market, there are various customers exist who perceives different needs and
wants. Therefore, marketing team of Thomas Cook Group has responsibilities to understand
needs and demand of customers with looking towards factors in order to make successful results
(Prebežac, Schott and Sheldon, 2016).
Cultural factors: Consumer behaviour is highly influenced in Thomas Cook Group
through cultural factors which includes culture of purchaser, social class, etc. Culture is share of
each organisation that demonstrate major cause of a person in term of demand and requirement.
The influence of culture is determined on purchasing behaviour which differs from country to
country. In addition to this, subculture is determined as religious, nationalities, geographical
regions, etc. (Dickinson, Ghali and Norgate, 2014). Marketing group uses these groups to
segment the market in small portions. For example, the selected organisation can design tour
packages according to needs of specific geographical group.
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Social factors: Social factors includes references group, family, role and status. In
Thomas Cook Group, references group have potential for information of an attitude and
behaviour of individual (Prebežac, Schott and Sheldon, 2016). It can be impact on reference
group in term of design product and services in tour packages of Thomas Cook Group.
Personal factors: These factors create impact on the consumer behaviour in term of
elements such as age, gender, lifestyle, occupation. Etc. Due to different old age group,
purchasing power of customer towards services and booking is different within Thomas Cook
Group. In addition to this, according to occupation people book their travelling destinations so
that it also impacts on firm’s available services and packages (Hall, Gossling and Scott, 2015).
Psychological factors: In these factors, there are some major elements that impact on
buyer behaviour. It includes several elements such as motivation, learning, attitude, etc. This is
because, different customer need different services due to their varied motivation level. Further,
everyone has different view and perception which determines selective attention, distortion and
retention.
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Illustration 1: Factors creates impact on consumer motivation and demand
Source: (FACTORS AFFECTING CONSUMER BEHAVIOUR, 2015)

1.4 Segmentation of market and planning within the selected enterprise
In the ideal market of travel and tourism, different categories exist in which people need
to make necessary plans and divide market for customer satisfaction according to needs and
wants. Market segmentation is defined as procedures which assists to divide market as per
different basis such as similarities, relationship, commonalities and grouping of different
customers (Prebežac, Schott and Sheldon, 2016). Primary objectives of market segmentation of
Thomas Cook Group is to enable and focus on appropriate resources that gives several
advantages. Within the chosen enterprise, there are different forms of market segmentation. They
are as follows:
Geographical segmentation: In this way, Thomas Cook Group involves division of
market that determines on the basis of geographical areas and many other resources that are good
for regions as per consumer characteristics (Minazzi, 2015).
Psycho graphic segmentation: In this segmentation, the chosen organisation includes
segment of market on the basis of lifestyle, attitude, values, beliefs, etc.
Demographic segmentation: Demographic segmentation of Thomas Cook Group
includes elements such as gender, income, social status, education level, etc.
In order to make market planning, there are several methods which can be used to
segment market such as qualitative and quantitative. In travelling organisation, variables
determines on behaviour, needs and motivation that are collectively referred as tourist
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Illustration 2: Segmentation

typologies. With the help of interactive tourist typologies, Thomas Cook Group can be inclined
towards ideas that are more concerned with tourists. It is also used in respect to segment the
market through allocating right resources (Hall, Gossling and Scott, 2015).
TASK 2
2.1 Essential of strategic marketing planning within the organisation or tourist destinations
Climate of marketing is determines in travel and tourism industry that carry for
modifications in the process and time. In strategic planning, Thomas Cook Group needs to
determine plan through scrutinizing environment in which they want to operate their functions
and operations. In this way, business need to assess environment, competitors, strengths to take
suitable course of actions. This planning enables to understand competence to formulate strategy
through which organisation can enter in new areas of international market (Dickinson, Ghali and
Norgate, 2014). In addition to this, it also includes future results with leadership direction and
framework of management to make competitive organisation in area. In order to determines
strategically, company have to look towards SWOT analysis.
Strength
The chosen organisation perceive effective opportunities to recognize several prize in
travel and tourism industry. The chosen organisation also more than 32000 workers those
majorly drawn from different background (Yang, Pan and Song, 2014). Further, merging with
My Travel and Kuoni, the selected enterprise gained larger market in terms of customer base.
They are providing more than 2000 destinations all over the world that assists to meet with rich
product portfolio.
Weaknesses
Due to instability of market environment, the organisation face many problems.
Therefore, Thomas Cook Group has to face various difficulties and inadequacies. With the help
of continued growth of competition, market is accompanied with factors which lead to shrinking
of market share in different countries. In financial market dynamic nature is also taking place
with exchange rates that create issues due to fluctuation (Prebežac, Schott and Sheldon, 2016).
Opportunities
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Increasing demand of travel and tourism industry can bring growth for online tour
packages. Online booking facilities all over the globe assists to earn more with positive
advantages and enhance financial benefits.
Threats
There are also some threats existing for the chosen business. High risk exist which lose
profits of business to take place in the market (Avraham and Ketter, 2017). Uncertainty of the
economic condition also create major impact on the market performances. Further, changes in
policies and market fluctuation is another threat towards the selected enterprise.
2.2 Marketing research relevancy to determines market information to managers in the business
Within the selected enterprise, research and information are very important elements that
assists to create link with consumers.
Identify opportunities: Information can be used to identify opportunities within the
market and problems as well. Therefore, it can be applied for various purposes which includes
for generation, refinement and evaluation of marketing options. In addition to this, monitoring
the performance of market improves understanding of management and its entire process of
marketing (Neuhofer, Buhalis and Ladkin, 2014). It specifies message and authentic results that
assists to pertaining within the process to address issues that are relevant to the organisation. This
process includes data collection, analysis and presentation of findings.
Development of market entry strategy: Information of marketing has been used to
enhance profitability and ascertain effective strategy in market for development of business
(Hoppen, Brown and Fyall, 2014). For instance, Thomas Cook Group can evaluate their
competitors so that they can easily know how the organisation can enter in market through
mergers, franchise, etc. in Morocco and Egypt.
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Forecasting the changes: Managers of travel and tourism industry develop data and
various types of information towards research that assists to prediction of future outcomes on the
basis of demographics. Marketing information can also use to understand market maturity level
and many other factors (Leung, Au and Law, 2015).
2.3 Influence on the society from marketing
In order to determines impact of marketing, it creates wider impact on the society. It
drives whole part in successful manner within the organisation. Marketing in the wake of
consumerism assists to protect consumers by adherence towards strict regulations of government
in products and services. Consumer protection increases social responsibilities of businesses and
also brings benefits for the organisation (Standing, Tang-Taye and Boyer, 2014). Market is also
thankful to consumerism due to increasing its base and profits as well. Moreover,
communication can also develop through creative ideas which compliance assessed for benefits
towards customers.
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Illustration 3: Relevance of marketing research

It is also helpful to create awareness in all over the society with using several policies and
pertain various niche markets. It is also aids to ensure protection of environment in which
Thomas Cook Group perform their functions and operations (Mahrous and Hassan, 2016).
TASK 3
Covered in ppt
TASK 4
4.1 Promotional mix and its role in integrated nature.
In order to combines several methods, tools, techniques, etc. is defines as promotional
mix. In this aspect, organisation can serve several types of goods to ultimate customer in
systematic way (Xu, Tian and Zhang, 2016). Successful promotional mix in Thomas Cook
Group defines success through attracting various customers in business environment. It has
following components:
Advertisement: Advertisement involves sponsors that present and promote various aspect
such as product, services and innovative ideas through several communication channel. In order
to determines channels, the chosen organisation can use print media, internet and social media
among others (Huang, Backman and Moore, 2013).
Personal selling: It includes attraction of potential candidates who used oral presentation
to operate functions and operations within the market. It assists to accomplish sale objectives,
sales meetings, incentives programs, etc.
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Sales promotion: It propagated in several marketing channels that can be demonstrates in
media and non-media. It is helpful aspect that creates more demand and increase presence in
product in all over the market (Buhalis and Foerste, 2015).
4.2 Plan and justify integrated promotional campaign for the organisation
Covered in poster
CONCLUSION
From the above report, it can be summing up marketing is an important element to
manage and run the business. There are different concepts that can be applied to travel and
tourism industry of Thomas Cook Group. There are various factors that influences both directly
and indirectly to planned marketing activities. Both micro and macro environments affect
Thomas Group. Market segmentation can subdivide the market, based on similarities. The
service sector mix elements like people, product, promotion, physical evidences are important
for the travel sector. The total tourist product depends hugely on human satisfaction and desires.
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Illustration 4: Role of promotion mix

REFERENCES
Books and Journals
Avraham, E. and Ketter, E., 2017. Destination marketing during and following crises: combating
negative images in Asia. Journal of Travel & Tourism Marketing. 34(6). pp.709-718.
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-
creation of value. Journal of destination marketing & management. 4(3). pp.151-161.
Dickinson, J. E., Ghali, K. and Norgate, S., 2014. Tourism and the smartphone app: Capabilities,
emerging practice and scope in the travel domain. Current Issues in Tourism. 17(1).
pp.84-101.
Hall, C. M., Gossling, S. and Scott, D. eds., 2015. The Routledge handbook of tourism and
sustainability. Routledge.
Hoppen, A., Brown, L. and Fyall, A., 2014. Literary tourism: Opportunities and challenges for
the marketing and branding of destinations?. Journal of Destination Marketing &
Management. 3(1). pp.37-47.
Huang, Y. C., Backman, S. J. and Moore, D., 2013. Exploring user acceptance of 3D virtual
worlds in travel and tourism marketing. Tourism Management. 36. pp.490-501.
Leung, R., Au, N. and Law, R., 2015. The recent Asian wave in tourism research: The case of the
Journal of Travel & Tourism Marketing. Asia Pacific Journal of Tourism Research.
20(1). pp.1-28.
Mahrous, A. A. and Hassan, S. S., 2016. Achieving Superior Customer Experience: An
Investigation of Multichannel Choices in the Travel and Tourism Industry of an Emerging
Market. Journal of Travel Research. p.0047287516677166.
Minazzi, R., 2015. Social media marketing in tourism and hospitality. Heidelberg: Springer.
Neuhofer, B., Buhalis, D. and Ladkin, A., 2014. A typology of technology‐enhanced tourism
experiences. International Journal of Tourism Research. 16(4). pp.340-350.
Prebežac, D., Schott, C. and Sheldon, P. eds., 2016. The tourism education futures initiative:
Activating change in tourism education. Routledge.
Standing, C., Tang-Taye, J. P. and Boyer, M., 2014. The impact of the Internet in travel and
tourism: A research review 2001–2010. Journal of Travel & Tourism Marketing. 31(1).
pp.82-113.
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Xu, F., Tian, F. and Zhang, H., 2016. Tourists as mobile gamers: Gamification for tourism
marketing. Journal of Travel & Tourism Marketing. 33(8). pp.1124-1142.
Yang, Y., Pan, B. and Song, H., 2014. Predicting hotel demand using destination marketing
organization’s web traffic data. Journal of Travel Research. 53(4). pp.433-447.
Online
FACTORS AFFECTING CONSUMER BEHAVIOUR, 2015. [Online] Available through:
<http://richaprof.blogspot.in/2015/10/pom-session-10-consumer-behaviour.html>.
[Accessed on 3rd August 2017].
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