Strategic Marketing Management Analysis

This assignment requires a thorough analysis of strategic marketing within the tourism industry. Students must examine fundamental marketing concepts as they apply to this sector, identify the unique challenges faced by tourism marketers, and discuss emerging trends shaping the future of strategic marketing in travel and hospitality.

Running head: MARKETING IN TRAVEL AND TOURISM
Marketing in Travel and tourism
Name of the student:
Name of the University:
Author note:

1MARKETING IN TRAVEL AND TOURISM
Abstract:
The report mentions the significance of strategic marketing planning for Thomas Cook for
Morocco and Egypt package. It mentions relevance of marketing research and market
information to managers in the travel and tourism sector. Marketing involves identification of the
needs and wants of the customers and the changes in their tastes and preferences along with the
identification of the marketing strategies used by the competitors. This enables the organizations
to develop strategies that are superior to the competitors and helps the organizations in satisfying
the needs and wants of the society in a better manner. The report also mentions the influence of
marketing on society.

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Table of Contents
2.0 Introduction:..............................................................................................................................3
2.1 Significance of strategic marketing planning for Thomas Cook for Morocco and Egypt.........3
2.2 Relevance of marketing research and market information to managers in the travel and
tourism sector:...............................................................................................................................10
2.3 Influence of marketing on society:..........................................................................................12
2.4 Conclusion:..............................................................................................................................14
References:....................................................................................................................................15

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Assignment 2
2.0 Introduction:
Travel and tourism is an important economic activity in a majority of the countries across
the globe. Travel and tourism industry has a significant impact on the growth and development
of a country as it has direct, indirect and induced impacts on the countries. Travel and tourism
has become one of the fastest growing industries in United Kingdom as a result of the changes
and the demands of the people along with the changes in their priorities. Travel and tourism has
contributed significantly in the economic development of the country (Xiang, Magnini &
Fesenmaier, 2015). The travel and tourism industry in UK comprises of several organizations
that offer travel and tourism packages to the customers. There is a strong competition among the
travel and tourism companies in UK due to which these organizations extensively use marketing
techniques for diverting the focus of the customers towards their organization (Becker, 2016).
Thomas Cook is a British travel and tourism organization, which was established in the
year 2007 ("Thomas Cook | Package Holidays, Hotels and Flights, Cheap holidays", 2018). The
report emphasizes upon marketing strategies of the organization, while emphasizing upon the
holiday package launched by Thomas Cook that comprises of a trip to Egypt and Morocco. The
report shall analyze the importance of strategic management planning for Thomas Cook and
shall examine the importance of marketing research to the managers in Thomas Cook. The report
shall also identify the impact of marketing on the society.
2.1 Significance of strategic marketing planning for Thomas Cook for Morocco and Egypt
package:

4MARKETING IN TRAVEL AND TOURISM
Strategic marketing planning refers to the management activity, which enables the
organizations to set goals, emphasize upon resources, improve operations and assure that the
stakeholders work towards the achievement of the common goals of the organization (West, Ford
& Ibrahim, 2015). Strategic management plan enables the organizational managers to ascertain
the most appropriate goal for the organization and the manner in which the goals shall be
achieved by the organization. The strategy comprises of a major goal, which is further divided
into several segments. Strategic marketing plan helps the organizations in get rid of the
organizational activities, which are of no use and waste the time and money of the organization
(Schegg, & Stangl, 2017).
Strategic marketing enables the organizations to emphasize upon the important
organizational activities by designing a proper framework for the organization, which helps the
organization in its functions such as making the customer service more effective, helping in
preparing appropriate budget plan for the organization and several other functions (Payne &
Frow, 2014). Strategic planning enables the organizational managers to have a greater insight
into target market and the needs and wants of the customers. With the increase in the level of
competition, the organizations nowadays emphasize much upon the formulation of marketing
plans, which help them differentiate their products and services from the products and services of
the competitors. Strategic plan not only helps an organization to understand the market in a better
manner but also helps the organizations in improving their overall performance (Proctor, 2014).
Strategic marketing planning shall help Thomas Cook in refining its value proposition.
The strategic plan shall enable the organization to determine the purpose or goal that it wants to
achieve. It shall also help Thomas Cook in distinguishing itself with the other rival organizations.
Strategic plan shall enable the company to refine and emphasize upon its unique value

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proposition. Thomas Cook’s unique value proposition lies in its capacity to provide tour
packages at lower costs than its competitors (Armstrong et al., 2015). Therefore, the company
can emphasize further upon its cost advantage in order to attract more customers.
An appropriate strategic marketing plan shall help Thomas Cook to determine its
target customers along with their requirements. Nowadays, a majority of the online business
activities are based upon travel and tourism. A large number of customers search for tour and
travel packages over the internet therefore; Thomas Cook must emphasize upon improving its
online operations in order to attract the customers, who are entirely dependent upon the online
travel sites for their tour requirements (Papadopoulos & Heslop, 2014).
Strategic marketing plan shall help Thomas Cook to reduce its expenses. The
organization has allotted 20% of its entire operating budget on its marketing activities (Babin &
Zikmund, 2015). Strategic marketing plan shall ensure that the organization allocates its
resources appropriately so that the organization is able to reduce its expenses and improve the
effectiveness of its marketing activities.
Appropriate strategic marketing plan shall help Thomas Cook to determine several
opportunities. Strategic plan shall help the company to determine several opportunities that are
available in the travel and tourism industry (Chernev, 2014).
SWOT analysis:
SWOT analysis refers to the planned analysis wherein the strengths, weaknesses,
opportunities and threats of an organization are measured and analyzed. It is necessary to
conduct a SWOT analysis before formulating the strategy for an organization. The following is
the SWOT analysis of Thomas Cook, which shall help in understanding the strengths and

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weaknesses of the organization in order to explore the opportunities and safeguard the company
from the possible threats:
Strengths
 Thomas Cook is one of the best tour
and travel companies of UK
 The company offers economical and
accessible tour packages to the
customers
 The company has its global presence
and offers services such as flight
booking, hotel booking and package
holidays in several countries
 The company provides employment to
more than 20000 people ("Thomas
Cook | Package Holidays, Hotels and
Flights, Cheap holidays", 2018)
 Thomas Cook has a strong brand image
and goodwill and has established its
strong presence over media.
Weaknesses
 Intense competition in the tourism
industry has resulted in limited brand
presence and market share of Thomas
Cook
 The company has long- term debts,
which has become a burden on the
company
Opportunities
 The travel and tourism sector is
witnessing high growth and is expected
to grow in future, which shall provide
Threats
 The major threat to the company is the
decline in the profitability in the airline
business

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an opportunity to the company to grow
further and expand its business
operations (Hollensen, 2015).
 Presence of untapped international
markets shall provide an opportunity to
the company to further explore other
regions.
 Increase in the digitalization shall have
positive impacts on the company as
increase in the use of internet shall help
the company to penetrate the global
markets.
 The uncertainties in terms of changes in
Government laws and regulations shall
adversely affect the organization
(Baker, 2014)
 The emergence of a large number of
tour and travel companies that offer
lower cost services to the customers are
a potential threat to Thomas Cook.
Analysis: Thomas Cook is one of the leading travel and Tourism Company in the UK that has
served the UK population over the years successfully. The company develops tourism packages
for each season in order to attract the customers. In order make the summer holiday package to
Morocco and Egypt successful, appropriate strategic planning by Thomas Cook is essential.
Sustaining the competitive host and home country market highlights the strength of Thomas
Cook.
Strength: Over the years, Thomas Cook has been ranked as one of the best Travel and Tourism
Company in the UK. The company has gained the acclamation of being the best due to its
economic and accessible tour packages for the customers from all financial backgrounds.
Keeping in mind the financial standard of the customers, the company has tour packages for all

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the customers. This has provided an opportunity for Thomas Cook to build a large customer base
with relevant tourism products for all. In addition to the UK market, Thomas Cook has branches
around the world thereby, making a strong global presence. The presence at the global platform
allows Thomas Cook to provide service around the world in terms of flight booking, hotel
booking and holiday packages in most of the countries. Such huge global recognition and
presence has allowed the company to employ more than 20,000 people that serves the customers.
Effective service, excellent customer service, unique and accessible travel packages has helped
Thomas Cook to build a strong brand image in the market thereby, being one of the strongest in
the travel and tourism sector.
Weakness: A rise in the number of travel and tourism has been seen over the years. This has led
to fierce competition in the market. In addition to, the increased number of travel and tourism
companies in the market has limited the brand presence of and market share of Thomas Cook in
the UK market. Increased number of travel and Tourism Company has led to market saturation
thereby, making it difficult to attract customers. Thomas Cook has long-term debts that makes
business an issue. The debts that Thomas Cook has make it difficult for them to run business in
the UK market thereby, hampering their strategic goals.
Opportunities: The potential strengths of the company have led to opportunities for the
company. In the past years, the travel and tourism industry has encountered an unexpected
growth. As a result, rise in the travel and tourism industry is expected in the future as well. The
future growth prediction of the travel and tourism industry provides suitable opportunity for
Thomas Cook to grow and expand their business operations. A change has been noticed in the
taste of the customers regarding the places they want to visit. For example, customers prefer
adventurous travel packages along with packages that allow them to explore the natural

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landscapes. This provides an opportunity for Thomas Cook to explore the untapped international
markets thereby, allowing them to explore the business further. In addition to, the incorporation
of technology and digitalization will provide an opportunity for Thomas Cook to penetrate global
markets and reach out to customers more effectively.
Threats: Along with providing accommodation and other travel facilities, Thomas Cook also
provides flight-booking facilities. However, decline in the profitability in the airline industry is
one of major threats for Thomas Cook. The past years have seen a rapid change in the
government rules and regulations. Thus, uncertainties in terms of changes in government laws
and regulations shall adversely affect Thomas Cook. In addition to, emergence of large number
of tour and travel companies offering low cost services to the customers is also a potential threat
for the company.
Thus, SWOT analysis allowed Thomas Cook to investigate the internal environment of
the company that helped in strategic planning while developing summer holidays 2018 for
Morocco and Egypt thereby, fulfilling the aim and objectives successfully.
TALC (Tourist area life cycle):
Tourist area life cycle depicts the destinations that tend to create confusion for the tourists
or customers. The tourism companies refrain from disclosing the entire detail about a particular
destination however, it is necessary to mention the details to the customers (Woo, Kim & Uysal,
2015). Tourist area life cycle is a model that mentions all the possible details regarding the
destinations, hotels and the other popular site seeing areas, which enables a marketing planner to
research accordingly and prepare a report (Uysal et al., 2016). Thomas Cook uses the tourist area

10MARKETING IN TRAVEL AND TOURISM
life cycle model in order to plan its marketing process at different stages and maximize the
development of the tourist destinations according to the circumstances.
Figure 1: Tourist Area Life Cycle (TALC)
(Source: Uysal et al., 2016)
The above figure suggests the tourist area life cycle for the summer holiday 2018 package
for Morocco and Egypt. According to the model, developing summer holiday package for
Morocco and Egypt will attract customers, as this is new package offered by Thomas Cook for
the customers. Both Morocco and Egypt have heritages that help in engaging the tourists visiting
the places. In order to promote the place, the locals of Morocco and Egypt provide additional
facilities thereby, marking the recognition of tourist season. As a result, involving the locals
provides an opportunity to promote local cultures to the tourists, thereby, making an apparent
impact. Increased number of visitors marks the development stage of TALC stage thereby,

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equaling or exceeding the local population. The development stage is the most important, as this
will improve the quality of life for the locals and residents of Morocco and Egypt along with
ensuring economic improvement. The tourist will develop natural and cultural attractions. After
developing the summer holiday offer for Morocco and Egypt for 2018, stagnation stage is
marked by increased tourism and repeat visitors thereby, reaching or exceeding the expectations
of the destination. Declination stage is identified by minimization of market share of the tourist
destination.
Boston matrix:
Boston matrix is an analytical tool that is used by the organizations to allocate their
resources appropriately for marketing their brand, implementing strategic management and
conducting a portfolio analysis. It analyzes the products and identifies the priorities for investing
and growing opportunities. It enables the organizations to form new strategies while considering
the present situation and past trend. Thomas Cook uses Boston Matrix for analyzing the several
tour and travel packages and finally choosing the most appropriate packages to be offered to the
customers (Medlik, 2016).

12MARKETING IN TRAVEL AND TOURISM
High
Low
Low
High
Market share
Market growth
Thomas Cook
Figure 2: BCG Matrix
(Source: Medlik, 2016)
According to the BCG matrix, the summer holiday to Morocco and Egypt can be
categorized under star. This signifies that the summer holidays 2018 for Morocco and Egypt
have high market share and high market growth. This is because Thomas Cook has developed
the new summer holiday package for Morocco and Egypt based on the current needs and
demands of the target market segment. As a result, the tourism package developed by Thomas
Cook is expected to have high market growth as well as high market share. As Thomas Cook has
been serving the travel and tourism industry over the years, it has high market share. Thus, the
launch of the new summer holiday package to Morocco and Egypt by Thomas Cook provides
high market growth, as the holiday package is addressing the needs of the target market
customers thereby, fulfilling them.
Ansoff matrix:

13MARKETING IN TRAVEL AND TOURISM
Ansoff matrix refers to the tool that helps the senior executives and marketers to
formulate strategies for future development and growth in the process of strategic planning
(Filippov, 2017). Thomas Cook uses the Ansoff matrix in order to determine the tour packages
and tourist destinations that have the capability of attaining the desired growth. The model also
helps in determining the new potential markets, which the organization can target in order to
increase its sales and profitability. Utilization of Ansoff matrix has enabled Thomas Cook to
provide superior benefits to its customers by offering them a wide range of products and services
("Thomas Cook | Package Holidays, Hotels and Flights, Cheap holidays", 2018).
Figure 3: Ansoff matrix
(Source: Filippov, 2017)
According to the Ansoff matrix, the summer holiday 2018 package to Morocco and
Egypt is categorized under product development. This is because Thomas Cook is creating new
products or variations to sell to the present customers. Thomas Cook undertakes this strategy
because the company holds a strong position in the UK market. The customers in the UK market

14MARKETING IN TRAVEL AND TOURISM
prefer Thomas Cook due to the strong existence in the UK market. Thus, developing he product
for the UK market at regular interval allows Thomas Cook to retain the existing customers by
providing them something new thereby, keeping them interested. Thus, developing the summer
holiday package 2018 for Morocco and Egypt is a product development strategy y Thomas Cook
for the UK market.
Product development improves the competitiveness for the business organizations, as it
gives new things to the target market customers. In this case, launching summer holiday package
2018 to Morocco and Egypt provided competitive advantage for Thomas Cook, as this package
provided an opportunity for the UK population to explore new destination at reasonable price. In
addition to, the launch of summer holiday package 2018 to Morocco and Egypt is expected to
contribute highly for the sales and output of the company thereby, enhancing competitiveness for
Thomas Cook. This is because the summer holiday package launched by Thomas Cook was
developed keeping in mind the needs, demands and expectations of the UK population thereby,
fulfilling their wishes. The UK market has seen an increase in the number of travel and Tourism
Company thereby, leading to fierce competition in the market. This is because all the companies
are aiming towards selling the products and travel packages to the UK population. Thus, in order
to sustain in the competitive market, competitive advantage is necessary. Thus, developing and
launching new travel packages to the UK population provides an opportunity for Thomas Cook
for gaining competitive advantage.
Marketing research and market information:

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The market research and market information enable the organizations to know the past
and present trends as well as forecast the future trends. This enables the organizations to remain
competitive in nature and ahead of the competing organizations.
Defining the market:
It is important for any business organizations to define the market before developing and
launching the product. In addition to, defining a market also provides an opportunity for the
managers to conduct market research easier, as the managers are able to gather information
particular and relevant to the particular market. In order to launch summer holiday package 2018
for Morocco and Egypt, it is important for Thomas Cook to define the market initially. This will
help Thomas Cook to identify the needs and demands of the particular market and conduct
marketing research accordingly. Defining the UK market also allows Thomas Cook to consider
the financial standard of the market thereby, developing travel packages that are easily affordable
and accessible. This will increase the sales and output of summer holiday package 2018 to
Morocco and Egypt.
Current demand and tourism needs:
The travel and tourism industry has witnessed massive changes in the past few years as
the travel needs of the people across the globe have gone through a massive change. Earlier, the
individuals used to design their own travel plans whereas, at present the demand for travel and
tourism packages has increased as a result of which they consult the travel and tourism
organizations.
Forecasting and demand measurement:

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The increase in the demand for travel packages are deemed to increase in the future years
as the travel and tourism industry is growing at a very fast rate. The individuals nowadays prefer
consulting the travel and tourism companies and plan their tour in a better and economical way.
Marketing and society:
Marketing activities have a huge impact on the society as it influences the individuals in
terms of their buying behavior.
a) Social responsibility and ethics:
 It is the social responsibility of Thomas Cook to maintain the ethicality of their marketing
activities. Thomas Cook has been to some extent successful in ensuring the ethicality of
its marketing activities.
b) Regulations and public policy
 It is necessary for the organizations to abide by the regulations and public policies
Thomas Cook follow all the regulations and public policies of the countries in which it
operates.
c) Sustainability and environmentalism:
 In order to run the business sustainably, it is necessary for Thomas Cook to minimize its
negative impacts on the environment. The organization has taken several active measures
to ensure that its activities do not cause any harm to the environment.
d) Legal considerations:
 It is also necessary for Thomas Cook to fulfill all the necessary legal considerations in
order to operate its business smoothly.
e) Consumerism:

17MARKETING IN TRAVEL AND TOURISM
 It is mandatory for all the organizations to protect and promote the interests of its
customers. Thomas Cook has been successful in ensuring the protection of the interests of
its customers and has never attempted to exploit them.
2.2 Relevance of marketing research and market information to managers in the travel
and tourism sector:
Marketing information refers to the results obtained from market research, which is
further utilized to develop a marketing and development plan. A group of professional people
such as the marketing manager and several others does the market research. The research team
conducts several researches in a market wherein the product specifications, customer demand
and the latest market trends are studied and analyzed. Marketing information comprises of all the
minute details related to an organization that helps the organization in its future progress.
Market research helps the organizations in gaining knowledge about the market, which helps
them in designing the most appropriate marketing plans. Market research has gained huge
importance due to the increase in the level of competition in the market. Several organizations
that produce or offer similar products and services and market research help the organizations to
differentiate themselves from the competitors (Pike & Page, 2014).
Market research and market information has enabled Thomas Cook to identify the needs
and requirements of the customers and design the tour packages accordingly. The travel and
tourism sector comprises of several organizations that closely compete with each other, which
acts as a threat to Thomas Cook. However, market research and market information enables the
company to identify the strategies used by the rival organizations and develop its strategies
accordingly (Bowie et al., 2016). Market research has enabled Thomas Cook to come up with its

18MARKETING IN TRAVEL AND TOURISM
own unique strategies that has helped the company to differentiate itself from the others. Market
research helps the organizations to identify the best methods for attracting the customers and
retain them. Thomas Cook has efficiently utilized market research and the information obtained
therein for maintaining its service quality. Research enables the organizations to obtain proper
information about the market conditions and the rival organizations for determining their
strategies and policies. Market research has enabled Thomas Cook to differentiate itself from its
competitors such as SOTC and Cox and Kings. Market information enables the managers of the
organization to take decisions related to restricting its operations in non- profitable areas and
expanding the business operations in more profitable regions. The travel and tourism managers
play a crucial role in conducting marketing research and gathering relevant and required market
information. The managers working for Thomas Cook help in conducting an in-depth market
research and gather required information. Market research conducted by the managers of
Thomas Cook provided them with the opportunity to identify and analyze the needs and demands
of the UK population. As a result, the managers consider the requirements of the UK market and
launched summer holiday package 2018 to Morocco and Egypt.
The availability of appropriate information at the correct time helps the organizations to
take the necessary decisions and formulate the appropriate strategies, which helps them sustain in
the long- run. This creates the need for appropriate market research methodologies that can help
the organizations obtain updated information. Market research enables the organizations to
assemble, form, apply and convey the information required for decision- making and strategy
formulation. The market research in tourism sector involves research related to the industrial
information, changes in the tastes and preferences of the customers, tourism destinations, and
several others. Therefore, market research and market information enables the managers of travel

19MARKETING IN TRAVEL AND TOURISM
and tourism organizations to determine and analyze the market trend and formulate the
marketing strategies and the travel and tour packages accordingly (Filieri, & McLeay, 2014). It
also enables the managers to obtain benefits from price advantages by determining the pricing
strategies of the competitors and formulating the pricing policy accordingly.
2.3 Influence of marketing on society:
Marketing not only has impact on the organizations but also on the society on a whole. The
impacts might be positive or negative. Marketing exists in the society and it cannot take place
without the cooperation and help of the society. Marketing involves identification of the needs
and wants of the customers and the changes in their tastes and preferences along with the
identification of the marketing strategies used by the competitors (Risselada, Verhoef & Bijmolt,
2014). The present society highly influences the marketing strategy that the business
organization undertakes for communicating the product or service to the customers. This is
because what one society accepts might be rejected by another society. As a result, the business
organizations have to consider the perspectives society before marketing the product or service
to the target market. Developing strategies by considering perspective of the society determines
the success of the product and service that is communicated to the target customers. Thus,
Thomas Cook needs to keep in account the perspectives of the UK society for marketing summer
holiday package 2018 to Morocco and Egypt. This enables the organizations to develop
strategies that are superior to the competitors and helps the organizations in satisfying the needs
and wants of the society in a better manner. The following are the influences of marketing on the
society:

20MARKETING IN TRAVEL AND TOURISM
 Psychological influences: Marketing activities involve use of several promotional tools
such as sales promotion, advertising, direct sales, word of mouth marketing, customer
relationship marketing, and several others that influence the buying decisions of the
individuals. It has been observed that when a particular marketing campaign is
conducted on a regular basis for a longer period of time, it has psychological impact on
the viewers and especially the target audience. Consistent brand promotion helps the
organizations to create a brand image in the minds of the target customers. This
phenomenon is known as positioning. Considering the psychological aspects of the
target customers allows the business organizations to leave an imprint in their mind.
This is because the purchasing decisions of the customers are highly influenced by their
psychology. It has been seen that the consumer psychology has a significant impact on
the marketing strategies. The main purpose of marketing is to satisfy the demands and
wants of the customers. Thus, while marketing it is important for the business
organization to identify and analyze the why, when, how and other factors in terms of
the psychology of the customers. Thus, it is important for Thomas Cook to consider the
psychological aspect of the UK population before launching summer holiday package
2018 to Morocco and Egypt. For instance, Thomas Cook has identified that the tourism
market is lucrative in terms of honeymoon packages. The company has mainly targeted
the honeymoon couples in order to increase its sales and profitability. The company has
identified that the honeymoon couples are more interested towards exploring new
locations, which made the organization launch attractive honeymoon packages for the
top ten tourist destinations for the honeymoon couples. This strategy had a

21MARKETING IN TRAVEL AND TOURISM
psychological impact on the target customers as the customers felt that the company
made extra efforts for providing them with the best deals (Key et al., 2017).
 Positive environment: The working environment creates a positive impact on the
mindset of the employees. Thus, it is essential for the business organizations to aim
towards building positive working environment. Because of positive working
environment, the employees are able to work with greater dedication and concentration
thereby, developing effective marketing strategies. In addition to, positive working
environment provides an opportunity for the employees to work with each other’s
support thereby, achieving organizational goals and objectives successfully. Positive
working environment allows the business organizations to release stress and create a
friendly working environment. Thus, Thomas Cook has been successful in reducing
stress among people by designing the Egypt and Morocco trip and bringing happiness in
their lives. In this manner, advertising has led to positive environment. Working under a
positive environment makes the employees working for Thomas Cook more effective
and provides better results n achieving the strategic goals of launching summer holiday
package 2018 to Morocco and Egypt.
 Influences on the purchasing power: Marketing activities have a great impact on the
purchasing power of the customers as many a time the customers end up buying
products that they do not require. For instance, Thomas Cook has included several
locations in the honeymoon packages, which the couple might not want to visit but they
end up visiting those places as they have paid for the entire tour ("Thomas Cook |
Package Holidays, Hotels and Flights, Cheap holidays", 2018).

22MARKETING IN TRAVEL AND TOURISM
 Negative impacts: Many a time, improper marketing activities might result into
negative impact on the society. For instance, the marketing of tobacco and cigarette has
negative impact on the society especially the youth. Therefore, it is necessary for the
organizations to ascertain that the marketing activities shall not have any negative
impacts on the society and only positive information shall be provided to the customers
about the brand (Sheth & Sisodia, 2015).
2.4 Conclusion:
Marketing and promotion is referred to as the concept that directly and indirectly
influences the demand of a product or service. Individuals come across several advertisements in
a single day but he or she remembers a few (Jaiswal & Gupta, 2015). These are the
advertisements that attract the customers and they tend to remember them in the back of their
minds. It is necessary for the organizations to maintain the ethicality of their marketing activities
so that they have positive impact on the customers. Therefore, the marketing activities must just
emphasize upon financial gains but must also fulfill the expectations of the customers. Thomas
Cook must also emphasize upon satisfying the needs and wants of the customers and designing
the marketing plan accordingly such that its marketing activities have positive impacts on the
society.

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