Core Concepts of Marketing for Travel and Tourism Sector

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Tours and Travel
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Tours and Travel
Table of Contents
Task 1....................................................................................................................................................3
Discuss the core concepts of marketing for the travel and tourism sector..............................................3
Assess the impact of the marketing environment on individual travel and tourism businesses within
Thomas Cook Group and tourist destinations concerning Morocco and Egypt.....................................4
Factors affecting consumer motivation and demand..............................................................................5
Principles of market segmentation and its uses in marketing planning..................................................6
Task 2....................................................................................................................................................7
Understand the role of marketing as a management tool in travel and tourism......................................7
Analyze the importance of strategic marketing planning for a selected travel and tourism business.....7
Discuss the relevance of marketing research and market information to managers in the travel and
tourism sector with reference to Thomas Cook Group..........................................................................8
Assess the influence of marketing on society......................................................................................10
Task 3..................................................................................................................................................11
Discuss issues in the product, price and place elements of the MARKETING MIX with reference to
Thomas Cook's Summer 2017 holidays to Morocco and Egypt..........................................................11
Product............................................................................................................................................11
Price.................................................................................................................................................11
Place................................................................................................................................................12
Promotion........................................................................................................................................12
People..............................................................................................................................................13
Physical Evidence.............................................................................................................................14
Apply the concept of the total tourism product to an individual travel business such as Thomas Cook
.............................................................................................................................................................15
Task 4..................................................................................................................................................16
Assess the integrated nature and role of the promotional mix.............................................................16
Plan and justify an integrated promotional campaign for Thomas Cook summer 2017 holidays.........17
References...........................................................................................................................................19
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Task 1
The activity of marketing is very important for every travel and tourism sector. The main
activity of marketing is that a company delivers their products to its customers. To maximize
and to increase the sales for the business, these activities will help the tour and travel
companies. To get high customer satisfaction, the travel and tourism companies try different
practices to help the industry. According to this the concept of the travel and tourism sector
for their marketing is understand by the subsequent research report (Law, 2009).
Thomas Cook, who was found the organization Thomas Cook & Son in the year of 1841. The
head branch of the company is situated in the Europe. This is one of the most successful
travel agencies in the world. To make the proper conclusion of the segment Thomas & Cook
will be the appropriate choice.
Discuss the core concepts of marketing for the travel and tourism sector
The marketing process is required to fulfill the demands and needs of the customers. The
company can build up its image to provide the services of good qualities to its customers. To
understand the usefulness of serviceable products Thomas Cook first evaluate the product
before launching it in the market. However, the evolution of products become a major
component for the company. In this way, the company comes across to the customers’ needs
and their preference about a travel destination (Law, 2009). According to research, it is noticed
that the principle of marketing contents the product evaluation as a major concept of
marketing. Another important concept is a manufacturing process. In this process, the
companies identify the current trends and customers' needs according to globalization.
According to the customers' requirements, Thomas Cook started delivering efficient and good
services to customers. From many years the company has been providing good products to
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customers. Many customers don't like to visit different places by tour package. So such
services are provided by the company. So the various benefits which are provided by the
company such as facilities of different multi-stared hotels, and affordable discounts on hotels
and travel bookings (Law, 2009). Apart from these, the company offers excellent fooding and
restaurant service to their customers. These are the most important marketing concepts for
Thomas Cook & Son to attract and retain their new and existing customers.
Assess the impact of the marketing environment on individual travel and tourism businesses
within Thomas Cook Group and tourist destinations concerning Morocco and Egypt
According to the research, the marketing environments have their direct effect on travel and
tourism sectors from the beginning. It is noticed that the micro and macro environments
create a great impact in the business. The internal functions and operations are affected by the
internal and external factors of the environment. In the market to build a position Thomas
Cook at a time of recession decreases its price. To reduce its price can make a huge change in
the travel and tourism business. It affects the customers a lot. In the tourism sector, people
purchasing power decreases in demand for tourism.
Environmental factors that are affecting the tourism sectors in Egypt:
Political factors
Egypt has presidential politics which makes the country stable. However, the rules and
regulations are very much unlike from the UK. Thus, Thomas Cook and Sons should have to
change their business practices in the Egypt. In this way, the political factor is making a great
impact in the tourism sectors in Egypt (HOWELL, 2011).
Economic factors
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The economic geography of Egypt is different from U.K. The GDP of Egypt is less than the
GDP of U.K. So the company cannot fix the price as they have in U.K. Otherwise they
cannot fulfill the needs of customers. So if they want to build a marketing position in Egypt,
so they have to reduce the price (HOWELL, 2011).
Social factors
Every country has their social activities. The United Kingdom and Egypt are having their
different social culture. Egypt is mainly based on the Islamic people and U.K is based on
Christians. Therefore Thomas Cook should understand the preference Egypt's people. In this
way, they have to rearrange their tour packages in the country.
Technological factors
The infrastructure of Egypt is comparatively lower than U.K. in other words, U.K more
technically developed with advanced infrastructure. Thomas Cook is always continuing their
business with a great technological improvement. However, Egypt is not so developed
country. Therefore, Thomas Cook has to face great problems in Egypt’s tourism sector. So
the technological problem is an important factor for tourism in Egypt (Chon, 2015).
Factors affecting consumer motivation and demand
Consumers are affected by the globalization and trends mostly. In this way, the changing
needs and global effects on new trends are motivating the customers to avail any service from
the tour companies (Chon, 2015). In this way, there are some key factors that are affecting
buyer’s behaviours. Among them the most important factors are:
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Service price: service price plays a great role in motivating a customer. Competitive price of
services in the hotel and tourism industry can change a buyer’s activity.
Service quality: service quality can change a customer’s movements (Awan, 2014). However,
according to the service quality and its improvements customers will show their interests.
Principles of market segmentation and its uses in marketing planning
Market segmentation is must needed to make any marketing plan for any tour and travel
company like Thomas Cook and Sons. Besides that, the market segment includes four parts
such as geographic, demographic, psychographic and behavioural segmentation. In addition,
geographic segmentation includes environmental position or geographical location for
business expansion. Demographic segmentation covers gender, age, income, religion,
nationality and family of people. Moreover, psychographic segmentation includes
psychological aspects which influence customer purchase behaviour. Furthermore,
behavioural segmentation divides a large scale of population according to their behaviour and
pattern of decision making choices. Market segmentation can give a clear idea of the
customers and to whom the company should target. Segmenting can give a basic knowledge
of customer’s needs and their preferences. According to the customers and the market
position, the travel companies can develop their marketing process and create appropriate
plan for the marketing. In case of Egypt, the market segmentation is very much important to
understand the customers and their needs (Awan, 2014).
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