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Report on Marketing Mix in Travel and Tourism Industry

   

Added on  2020-05-28

15 Pages3896 Words241 Views
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Running head: MARKETING IN TRAVEL AND TOURISMMarketing in Travel and TourismName of the Student:Name of the University:Author’s Note:
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1MARKETING IN TRAVEL AND TOURISMTable of ContentsIntroduction......................................................................................................................................23.1 Discussing issues in the product, price and place elements of Thomas Cook...........................33.2 Assessing the significance of service sector mix elements to the travel sector.........................53.3 Concept of the total tourism product to an individual tourism business...................................8Conclusion.....................................................................................................................................10References......................................................................................................................................11
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2MARKETING IN TRAVEL AND TOURISMIntroductionTravel and tourism are considered as one of the fastest growing sectors in the world thatare increasing due to changing preferences of the world population. In the fast-paced life, peopleprefer to travel in order to enjoy and relax. The travel and tourism sector contributes largely tothe economy of the country due to increased tourists. Additionally, the travel and tourismindustry contributes largely to the employment of the country thereby, improving the economy ofthe country (Roxas & Chadee, 2013). The travel and tourism sector has several businessorganizations that have resulted in fierce and tough competition. Thus, the business organizationsin the travel and tourism sector need to implement appropriate marketing strategies in order toachieve their organizational goals and objectives as well as fight with the competitors.Appropriate and innovative marketing strategies provide an opportunity for the businessorganizations in the travel and tourism sector to create a unique image in the eye of the targetcustomers thereby, ensuring business expansion and maximizing revenues (Surugiu & Surugiu,2013). This report introduces Thomas Cook, a travel and tourism in the UK that aim towardslaunching it's summer 2018 holidays for Morocco. This report highlights the significance of therole of the marketing mix in the travel and tourism industry along with discussing the issues inthe product, price and place in terms of the Thomas Cook's 2018 holidays for Morocco.Additionally, the report also discusses the significance of service sector marketing mix and theThomas Cook help sheet.
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3MARKETING IN TRAVEL AND TOURISM3.1 Discussing issues in the product, price and place elements of Thomas CookThe key elements of the marketing mix include product, price and place that play asignificant role while the business organization launches a new service product in the market.While deciding the marketing mix strategies of the particular product or service, the businessorganizations encounter various challenges and issues that result in the loss of valuable resourcessuch as time and cost. Similarly, Thomas Cook also encountered various challenges in terms ofproduct, price and place while launching the summer 2018 holidays for Morocco (Leeflang et al.,2014).ProductThis is because the Thomas Cook provides intangible service that makes the customersthink twice before using the services. Thus, in this case, product classification mainly highlightsthe service that Thomas Cook has built for the target customers. The product portfolio of ThomasCook highlights all the services offered by the company in their summer 2018 holidays toMorocco. Thus, the total tourism product includes the flights fare, accommodation, meals,sightseeing and local conveyance along with tourist guide. As the services provided by ThomasCook in the holiday package needs to be within the range of limited capital, the companyencounter issues in deciding their tourism services and products. The main factors of the serviceinclude accommodation, services, ease of destination and attractiveness of the destinationthereby, making it difficult to manage (Huang & Sarigollu, 2014). Selling a product or servicesuccessfully brings back money to the business organization. Thus, one of the major issues whiledeciding the product or service is the target customers of the organization. This is because thepreferences and demands of the target customers vary to a certain extent that is difficult toinclude in the service. Considering the demands and needs of all the customers separately is an
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