Marketing in Travel and Tourism

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............................................................................................................................................5
2.1 Importance of strategic marketing planning.........................................................................5
2.2 Importance of marketing research and market information to managers..............................6
2.3 Influences of marketing on society.......................................................................................7
TASK 3............................................................................................................................................8
3.1 Issues in product, price, place elements of marketing mix...................................................8
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 ...................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Concept of marketing is identifying the want and need of the targeted and segmented
group. It is very important for the company in order to achieve maximum amount of capital by
satisfying client’s requirement. Along with them, tourism means to render effective services to
those visitors who are take leave for the short duration from where they really live (Travel &
Tourism Marketing, 2018). Thus, travel and tourism is one of the growing and most competitive
sector spread all over the world (Crouch, 2012). This industry is mainly dependent on execution
of marketing principles in an effective and systematic manner. In present assignment, given
organisation is First Choice which is a multinational tourism industry headquartered in Germany.
They own travel agencies, cruise ships, airlines, hotels, retail stores and many other. There are
mainly two destinations such as Spain and Turkey, these are beautiful and attractive places for
the visitors to travel. This report determined about principles and concepts of marketing and its
role as a management technique. Use of promotional mix and duty of marketing mix in the
tourism industry also discussed in this assignment.
TASK 1
1.1 Core concepts of marketing in travel and tourism sector
Marketing is about identifying the basic requirement and wants of the customers towards
business products and services. It is an effective process which assists an enterprise to recognise
and anticipate the needs of its segmented and targeted audience. The core concept of marketing
is to fulfil demands and needs of clients by providing quality products and services. As an
assistant marketing manager of TUI group, there are mainly two destinations such as Spain and
Turkey which are offered to visitors for visiting there. It is not possible without identifying
preferences and wants of customers (Dasgupta, 2011). After this, business develops various
strategies and policies as a better plan of marketing that supports the workforces to exist with the
core components of marketing mix such as place, promotion, product and price. There are some
core concepts of marketing which are determined as below:
Customer needs: First Choice set the first priorities in order to make any kind of
package. Generally, two types of groups; for family trip and for business purpose are there. With
the help of effective strategy marketing is done; it assists in rendering new offers to large
numbers of clients which fulfil customers’ needs at large.
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Service or products: It is the main and essential concept of marketing which is followed
by each and every company to maximise their sales and revenues. As duty of marketing manager
is to keep entire things or strategies in mind while proper planning. Company offered various
reliable services to the visitors such as travelling by cruise or bus, facility of luxury rooms,
reasonable prices to seize the attention of large number of customers etc.
Exchange process: It is identified as an effective process in between TUI and its clients
where the customers are paying money for rendering the services or products by business as well
as satisfying his requirement by them.
1.2 Impact of marketing environment on individual travel and tourism business
Marketing environment is an effective combination of internal and external factors that
effect on business operations (Garín-Muñozand and Pérez-Amaral, 2011). With the help of these
elements, an enterprise easily understands about their micro and macro elements. Both factors
highly influence the working and functioning of travel agencies. These include some points
which are determined as below:
Internal environment: These factors are controlled by the company in an effective and
systematic manner. Different chances and variation which occur within an organisation are
known as internal factors. In First Choice holiday package, this environment considers
consumers, intermediaries, competitors, suppliers etc. some of these are determined below:
Competitors: These are the part of external environment but they highly affect inside the
business. If challengers offer such sensible tour offers to the clients, TUI may lose its target and
well-built customers so, as a marketing manager, responsibility is to have understanding
regarding the market and modifying their offers according to new trend.
Intermediaries: These are identified as facilities which are provided by the travel and tourism
industry to their customers (Goeldner and Ritchie, 2012). They render transport, hotel services
like different kind of room, dinning, sensible prices, clubbing etc. All these act as intermediaries
in between First Choice and its clients that attract the visitors.
External environment: These factors are not easy to be controlled by company because
these are present outside the organisation that effect on business operations. Threats and
opportunities occurred outside the business are called as external factors. All sudden variation in
the functioning and activities of the company is due to some aspects like changes in technology,
society, destinations, taste, fashion and many other.
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