Tourism Marketing: Trends and Challenges

This assignment delves into the dynamic realm of tourism marketing. It examines current trends shaping the industry, such as the influence of social media, e-commerce, and mobile technologies. Students are tasked with critically analyzing these trends and discussing their implications for destination marketing, tour operators, and travel businesses. The assignment also explores the challenges faced by tourism marketers in a globalized world, including sustainability concerns, competition, and changing consumer behavior. Effective strategies for navigating these challenges and achieving success in the competitive tourism market are to be discussed.

Marketing in travel
and tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing in travel and tourism sector......................................................1
1.2 Impact of marketing environment on individual travel and tourism business......................2
1.3 Factors affecting consumers motivation and demand in travel and tourism sector..............3
1.4 Principles of market segmentation and its uses in marketing planning................................4
TASK 2............................................................................................................................................4
2.1 Importance of strategic marketing planning.........................................................................4
2.2 Importance of marketing research and market information to managers..............................5
2.3 Influences of marketing on society.......................................................................................6
TASK 3 ..........................................................................................................................................7
3.1 Issues in product, price and place elements of marketing mix ..........................................7
3.2 Importance of service sector mix elements to travel sector..................................................8
3.3 Application of concept of total tourism product...................................................................9
TASK 4..........................................................................................................................................10
4.1 Integrated nature and role of promotional mix...................................................................10
4.2 Integrated promotional campaign for travel and tourism business poster..........................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
This kind of sector is considered as one of the effective and crucial business process
which contribute within high manner. This sector has been attaining growth in rapid manner and
thus has been providing growth. There are various kind of factors which has the potential of
affecting the process of purchasing along with buying pattern of visitors (Travel & Tourism
Marketing. 2016). There are numerous factors which are being determined and thus it should be
evaluated by managers for tour companies in order to fulfil the needs and wants along with
demand of customers. Company taken for this report is First Choice which is part of TUI group
and has been dealing in travel and tourism sector. There are various things which will be
discussed within this report and those are core concepts of the marketing managers of First
Choice. There are number of factors which can impact on the motivation of visitor within travel
and tourism sector for the strategic planning and thus by this company can formulate effective
tour packages and can fulfil needs. Relevance of the service sector mix along with main issues
which can be arise in three marketing mix of travel and tourism sector which are being described
in this report.
TASK 1
1.1 Core concepts of marketing in travel and tourism sector
Marketing can be stated as process in which there are number of channels of
communication for providing data for customers which can offer by company and thus can
influence for purchasing it. Within hospitality sector, marketing is a concept which is being used
by company to provide data to customers and thus create awareness about services which are
being offered by company (Buhalis and Foerste, 2015). There are various kind of activities
involved in marketing process like promotional activities along with creating awareness for
selling products and thus carry out research. Numerous principles which are being included like
needs, demands of the customers which needs to be fulfilled for creating differentiation for
products which are being offered by business for satisfying needs and wants.
There are certain needs of customers which are being defined according to the basic
needs which can be satisfied by the companies by selling products and services which does not
need for pushing marketing from companies. There are demands which are being identified as
certain needs which has been made by customers for products and services which company
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provides for satisfaction. There are various kind of sectors for travel and tourism sector which
can improve the marketing sector. Due to the nature of this sector and company, it needs to be
much more customised along with experimental marketing. There are number of demands which
are being faced by First Choice company in regard for Turkey and Spain which in turn can affect
the buying power and buying pattern which can give driving force for marketing by firm.
There are number of factors which are being looked out by visitors which can give them
true value offered by company and thus services can be offered by company. This kind of
process can provide benefit to employees on high level (Cox and Wray, 2011). There are two
factors which are being kept within mind while looking out for packages and those are cost
satisfaction and value which are being delivered by company in order to fulfil needs and wants.
Tour packages of Turkey and Spain are being formed with effective value during all time for
tours.
Apart from this, another factor within marketing process is the goods and services
exchanged by company. This kind of exchanging takes place when the both consumers and
service providers give out proper deal for each of them. In this kind of scenario, Spain and
Turkey will be taken within consideration.
1.2 Impact of marketing environment on individual travel and tourism business
There is the affect in environment of marketing which is being analysed by assistance of
micro environment along with macro environment as well. There will be SWOT analysis which
will be done within the micro environment and thus PESTLE analysis within macro environment
(Evans, Stonehouse and Campbell, 2012). This kind of analysis which will be done regarding
Turkey and Spain along with tourism business of First choice company. Below described is the
SWOT analysis:
Strength: These both are destinations named
as Turkey and Spain in global level. Besides
this, First Choice has good base for making the
customers satisfied and thus present the
company in better way and attract large
number of customers.
Weakness: This can be stated as one of the
effective weaknesses for the first Choice which
is not high and thus may effect the online
presence along with utilising all kind of models
for sharing data. Issues are being faced by
management for tackling all kind of activities.
Opportunities: in this kind of place, there are Threats: There are some of the unique holiday
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some of the traditional methods for data
sharing which in turn can provide opportunity
for company to utilise various platform for
media for creating demand on global level.
packages which are being modified and thus
can draw the attention ad create high level of
appeal.
There are many of the factors of PESTLE which are being understood by following: Political factors: High rate of Crime which can affect the attractiveness for destinations
which are Turkey and Spain. Economic factors:There are number of visitors and this rate can be affected in negative
manner due to Vagueness. Social factors: There is high tourism cost which has been decreased due to high rate of
unemployment. Technological factors: There are various kind of old methods along with techniques
which has been modified or replaced. In modern scenario, visitors mainly look out for the
data on internet for many of the tourist places. Environmental factors: Awareness has been created among customers for environment
and thus due to that tourism sector has been contributing in positive manner.
 Legal factors:There are various kind of laws which are mainly related to the safety and
security of tourist destination which in turn can make impact on mindset of customers.
1.3 Factors affecting consumers motivation and demand in travel and tourism sector
There are various kind of factors which has the potential of making impact upon the
motivation of customers along with demand within travel and tourism sector. There are mainly
various kind of factors which are technological, socio culture and many more. There are various
kind of social factors which are mainly relate to the shift in demands of visitors and thus they
have the low cost and can make impact on the old popular companies who exist within market.
There are many kind of factors which has been introduced due to technological development like
online booking and whole trip update on just one click (Hall, Timothy and Duval, 2012). There
are various kind of sites like Tripoto, Trip-advisor due to which many of the customers can look
out for many kind of reviews which are being made by an individual. This in turn can make
impact on the motivation of customer along with demands for First Choice which can understood
from below described points:
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 Personal budget: This is one of the factor which influence the choice of clients. State of
economy does not mater there are as yet few individuals who need to movement and
investigate distinctive goals they have an enthusiasm for this. These kind of explorers
scan for various arrangements on different sites for practical arrangement as this
assistance them in spare their cash.
 Global economy: As of late, a noteworthy destruction saw by world in movement and
tourism industry. Today people are more thought towards spare cash which they can use
in their future undertakings (Taylor & Francis.Goodal and Ashworth, 2013). This move
the movement and tourism towards feasible arrangements. Enhance economy is the state
of tourism industry which can rise significant development.
1.4 Principles of market segmentation and its uses in marketing planning
Market segmentation can be stated as process in which there are large number of
customers which arr being present and thus company divides into sub sector so that they can be
handled in effective manner. There are number of quires which arises before segmentation within
the mind of marketer and thus understand them (Hussein, Ennew and Kortam, 2012). Questions
can be like ways in which segmentation can be done along with grounds on which it will done
and questions like this. There are major elements of market segmentation which include the
following: Geographic segmentation of customers: In this kind of sector, classification of
customers is being done in small and homogeneous groups on the grounds on the
grounds of geographical factors which mainly include cities, countries and regions. Behavioural characteristic of customers: There are major factors which are considered
while classification and that are attitude, Knowledge along with customer response.
 Demographic characteristic of clients: There are number of factors like age, sex
education along with occupation are being considered in this kind of segmentation.
This kind of process is highly essential for conducting planning within marketing. Company like
First Choice helps in targeting up of customers in effective and better manner. This in turn
provides assistance for conducting strategic planning for Spain as it is tourist destination for
summers (Law and Buhalis, 2010). Development of plan for marketing plan along with
marketing mix for specifying group of customers. This in turn provides help in developing entire
strategies by First choice which can improve profits along with profit of company.
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TASK 2
2.1 Importance of strategic marketing planning
There is the process of strategic planning which has basically three steps: Segmentation of the market: This kind of process mainly divides on the basis of small
groups who share some kind of needs and wants. In order to carry out process of market
segmentation for numerous variables which are being chosen with particular kind of
service for company (Leung, Law, Van Hoof and Buhalis, 2013). This kind of factor is
highly essential for First Choice which can provide guidance for targeting the customers
in better way. Moreover, this can mainly helps out in guiding process of marketing
communication along with strategic planning. Profiling market segments: In this kind of sector, clients are being profiled as per their
abilities and skills for generating revenue. This will provide benefits in developing entire
strategic management by First Choice and thus can provide help to marketers for having
high amount of fund.
 Develop a marketing strategy for market segment: This is the last step which is being
taken for including the process of planning for strategic marketing and thus it can utilised
by first choice for determining that the mass marketing which can be utilised for direct
and indirect sales. There is the process of strategic planning which can help company to
develop for having number of benefits. Besides this, it can help in enhancing ratio of
profit and sales along with reducing the cost of production and avail long term benefits.
One of the primary preferred standpoint of key arranging it help in recognize and give best
course to achieve the set targets and objectives (Morgan, Lugosi and Ritchie, 2010). Advance it
help in wipe out ineffective exercises which help in spare time and cost of organization. With the
assistance of key arranging First choice can get and gather more data about its objective market.
2.2 Importance of marketing research and market information to managers
Market research plays essential role for managers within the area of travel and tourism.
There are major factors which can improve the system of marketing information along with
research in travel and tourism sector which can be understood by following points:
 It is highly essential for the managers for the dynamism of tourist market in order to
have data for creating awareness regarding the taste of customers. There are two factors
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which are supply and demand which can provide help to managers in determining needs
and wants of the customers for designing process in effective manner. This kind of
process is highly essential for first choice for designing various kind of packages for
Turkey and Spain and thus provide evaluation regarding customers.
This in turn can provide help to managers for determining the future pattern along with trends
and changes for tourist destinations. This kind of factor provide help in marketing and product
planning for customers of company (Moutinho, 2011). This kind of factor is highly essential for
company who can deal in hospitality sector along with giving out detailed knowledge regarding
satisfaction of customers which is the most essential part for company like first choice. Market
information along with research can provide help in giving out high level of satisfaction. This
kind of company will provide help in evaluating the packages for customers and thus guidance is
being provided for making modifications. There is the importance for the marketing research
which can be understood by following points:
 Help is being provided by the market researcher for understanding strategies utilise by
rivals.
 Research can be stated as one of effective and essential for understanding the market in
right way.
 Help is being provided to managers for manufacturing better services for satisfying
needs of customers.
2.3 Influences of marketing on society
There is the high influence on the activities for making impact on society. Furthermore,
this can provide help in gathering up of crucial data for products and services which are being
offered by Travel Industry:
 Consumer Protection: Fists choice should mainly look out for safety of the social factors
and thus they mainly should regulate all kind of factors in order protect rights of
consumers (Soteriades, 2012). There are many of the acts which should be enforced by
Govt. in order to protect the rights and thus company can acquire growth and success
within marketplace.
 Corporate Social Responsibilities: There are various duties which company have towards
the society along with economical factor and for that contribution will be done in terms
of money or employment which in turn can improve their brand value.
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 Consumerism: There are various kind of elements like providing education along with
efforts up of employee in order to produce in qualitative manner and thus services can
be offered by company. There are number of plans and policies which are being
formulated in order to design the products and fulfil the needs and wants of customers in
effective manner.
 Ethical and Social Responsibilities: This can be stated as process where there are moral
approaches which are being utilised in determining the right and wrong for society in
order to attain growth and development which can take place within the society in
economical way (Sotiriadis and Van Zyl, 2013). There are number of responsibilities
which can be determined and thus analysed by company regarding the social factors and
thus gain profits in order to make development.
TASK 3
3.1 Issues in product, price and place elements of marketing mix
Issues in product, price and place
Name: ABC
Date: 13th April, 2018
There can be concept of marketing mix for number of companies who deal in with travel and
tourism industry which mainly includes three factors and that are product, price and place of the
service. There are number of details for the following factors: Product: According to the scenario, product provided by the tour company is the
effective packages designed by the people of First Choice. This is one of the basic
offers given by firm. In order to decide and design better products and that is highly
essential for effective data which needs to be collected . There are large number of
customers which company failed to acquire and thus it mainly lead to product failure. Price: This can be stated as one of the effective factor for marketing mix which can
include the pricing strategy of company of the price they have decided for the tourism
of Spain. This can be stated as one of the effective factor where customers are mainly
targetted for the product of company. For this, first choice can bring down its rivals by
giving out appealing packages at reasonable price.
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 Place: This can be stated as term which processes the communication factor of
marketing for First Choice regarding the trip to Spain offered by customers. There are
various kind of changes which mainly takes place within the process of marketing
which is being chosen by company . There are factors of marketing which are related
with industry which needs to be have the potential of developing potential customers
along with interest of Spain tourism, obstacles of marketing cost and current needs of
tourism which needs to be used as cost concept. There are various kind of social
platforms along with own website which can be utilised for number of visitors.
3.2 Importance of service sector mix elements to travel sector
Importance of service sector mix elements
Name: ABC
Date: 13th April 2018
There are various kind of factors which are highly essential and genuine for the company within
travel and tourism sector. Besides this, there are four of the factors which are product, price,
place and promotion of the marketing mix while other three are of marketing process, people
and physical evidence. Process: This kind of factor can be stated as process which is being delivered for
customers in better way. In the case of tourism packages, it is highly essential to develop
the hassle free services by First Choice. It is highly essential for the firm which must be
effective and thus services can be delivered without making any kind of compromise
with quality. There is high need of providing guidance to managers and thus in this
service scan be reached to the customers. People: These are efforts which are being provided by marketing mix in order to make
sure that the quality of employees working within organisation who mainly interacts
with at the time of pitching sales. Loyalty of the customers mainly comes with the
company which can help in defining and developing this factor. This can be stated as
one of the essential aspect within service industry as they are the one who can hamper
up the perception within mind set of customers.
 Physical evidence:The greater part of the administrations which are offered by tourism
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firms are impalpable in nature. To make and build up a decent and steadfast clients base
it is exceptionally basic for organization to include unmistakable components and
highlights for the administration . If there should be an occurrence of movement and
tourism industry, physical highlights can be the kind of inn in which remain of guests is
masterminded, diverse tokens of administration, sort of sustenance offered to them and
some more. This component of administration blend can be utilize a factor of separation
by Thomson to build up an upper hand and can create more measure of benefits.
3.3 Application of concept of total tourism product
Application of total tourism product
Name: ABC
Date: 13th April 2018
There is the concept of total tourism product which can be defined within the process of various
kind of companies who can work within this sector and thus can fulfil the primary and
secondary tourist needs of clients. There is the high need of tourists which should be fulfilled
when the entire journey of tourism which can mainly include the the visit of tourism which can
mainly include visit of various kind of locations outside the locations. There are various kind of
categories which can be defined in following categories:
 Primary needs of tourist: This kind of needs can mainly motivate them for making
the tourist trip with the motive of fulfilling the needs .
 Secondary needs: There are various kind of needs which mainly arises due to the
decision of conducting the trip which falls under this kind of category.
Major products of the tourism is that it is common among all kind of consumers. In this kind of
case, there are certain packages which are being formulated for Turkey and Spain and along
with the number of services can be provided to the customers. This will mainly include the tour
of Spain and Turkey for the visitors, hotel stay, variety and food quality along with car
arrangement and many more . There is the mix of services and products which as the following
features and they are: Mix of intangible and tangible: There are various kind of tour packages which are
mixture of tangible and intangible assets. For example: food, hotels, cars can be the part
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of tangible assets. While experience or sightseeing will the major part of intangible
features. Core product:There are certain tourists packages for First choice for Spain and Turkey
which will come under this.
 Product development: Product developing can be one of the essential factor of travel
and tourism sector which in turn can contribute for success of tourism packages.
TASK 4
4.1 Integrated nature and role of promotional mix
Mainly there are five main and essential aspect of promotional mix which are being
described below: Advertising:This kind of technique mainly helps in promoting for various products and
services and that can be done with the help of sponsor which can in turn affectively
recognise the course of action and thus can be adopted by company (Zamani‐Farahani
and Henderson, 2010). Personal selling:This kind of technique will help in promoting activities and thus
customer can be motivated for purchasing product for face to face communication. Sales promotion:Efforts are being made for enhancing the ratio of sales with the help of
discount and contests. Public relations: Awareness is being created for the product within public sector for
various channels of communication (Xiang, Magnini and Fesenmaier, 2015).
 Direct marketing:Techniques are being utilised for communicating with customers.
4.2 Integrated promotional campaign for travel and tourism business poster
Integrated promotional campaign can be stated as process by which various kind of
activities like direct marketing, promotion digitally,email along with various stages of
promotional activities. It should be ensured by company so that message can be reached for
various kind of people.
There has been announcement made by First Choice that multi billion dollar marketing
campaign will be launched in order to improve the features of services of company along with
management for communicating with the same (Xiang and Pan, 2011). There is the logo which
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has been adopted with the purpose of motivating high number of travellers. Main focus of
company is on giving out unique experience to customers along with creating appeal for taking
part in Journey of Turkey and Spain. There are various kind of social interaction for informing
and thus acquire large number of customers.
There is the message of First choice that they should maintain focus on influencing large amount
of customers and in order to provide them help needs and wants should be identified in effective
manner (Tsiotsou and Ratten, 2010). In order to improve the effectiveness of promotion process,
First Choice's managers need to adopt effective techniques and tools like promotional activities,
public relations and direct marketing. This way company will able to acquire high amount of
customers and thus can provide help in getting number of benefits in which needs can be
identified and thus can create loyal customers.
CONCLUSION
From the above report, it can be concluded that travel and tourism sector is one of the
sector which is attaining growth and success in rapid speed. This sector has been contributing
within the social and economical aspects in positive and effective manner. In order to have high
number of customers and make the event of Spain and Turkey successful, then it is highly
essential for the managers to determine the crucial factors of marketing. Determining up of needs
and wants regarding customers can help out in better satisfaction. This can be stated as one of the
activity by which marketers of company which can provide data to the people living in society
along with the features of product and services in order to influence for purchasing the same.
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REFERENCES
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management, and marketing. Routledge.
Hussein, R., Ennew, C. and Kortam, W., 2012. The adoption of web-based marketing in the
travel and tourism industry: an empirical investigation in Egypt.Journal of Innovation
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Xiang, Z. and Pan, B., 2011. Travel queries on cities in the United States: Implications for search
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Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet.Journal
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ONLINE
Travel & Tourism Marketing. 2016. [Online]. Available through. <http://www.ttmworld.co.uk/>.
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