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 Influence of marketing surrounding on individual tourism business....................................3
1.3 Factors influencing consumer motivation and demand in tourisms sector...........................4
1.4 Principles of marketing segmentation and its uses while planning.......................................5
TASK 2............................................................................................................................................6
2.1 Significance of strategic marketing planning for Thomson..................................................6
2.2 Relevancy of marketing research and information to manager............................................7
2.3 Impact of marketing on society.............................................................................................9
TASK 3..........................................................................................................................................10
3.1 Issues in traditional marketing mix.....................................................................................10
3.2 Importance of service sector mix elements for tourism industry........................................10
3.3 Concept of total tourism product to an individual tourism business...................................11
TASK 4..........................................................................................................................................11
4.1 Integrated nature and role of promotional mix...................................................................11
4.2 Covered in Poster................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an ongoing process which is very indispensable for entire corporate world
because it supports in promoting their goods and services across international boundaries in
order to attain their objectives. Therefore, due to adopting effective promotional strategies,
tourism sector is also growing in a fastest way. Basically, marketing for travel and tourism
industries consist of designing advertisements and various promotional offers that will encourage
customers towards travelling business (Garín-Muñoz, 2011). This assignment is going to
highlight strategies or policies of Thomson group during planning tour for summer 2019
holidays to turkey and Spain. In fact, Thomson travel unit was owned by Thomson business firm
of Canada by having its headquarter in Luton UK and in recent days they are struggling very
hard for becoming a lead player in tourism industry. However, project consist of core concepts of
marketing by showing influence of surrounding on individual travelling group. Later on, it shows
influence of macro or micro factors on consumer motivation as well as demand towards industry.
Furthermore, report will throw few lights on issues encountered by traditional mix as well as
significance of extended marketing mix in service sector. Lastly, it covers nature of promotional
mix and its effective justification as well as importance of investigation programmes in gathering
relevance information for managers is also outlined.
TASK 1
1.1 Core concepts of marketing in travel and tourism sector
Thomson group is one of the famous tour operating organization which is popularize for
its impressive and reasonable holiday packages for roaming around the world. It was founded as
a part of Thomson travel unit in around 1995 and its original name was Thomson tour operation
which was renamed in almost 1997 (Pérez-Amaral, 2011). In initial years this company was
struggling very hard for becoming a lead player in tourism industry by making impressive plans,
policies, strategies, schemes, affordable vacation packages, planning for summer holidays,
winter, cruises, last minute packages etc. As a assistant marketing manage of this successful
group it is very essential to pay full attention on necessary terms which is needed during
planning process for dealing with customers. However, marketing is a term which consist of set
of institutions, activities, and an effective process that will aid while interacting with customers
and exchanging products or services to precious consumers by fulfilling their needs or wants in
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an effective way. Basically , there are numerous of marketing concepts which are executed by
tourism industry while encouraging their goods at marketplace. It covers several decisions which
are taken by business for outlining obstacles of promotion. Therefore, it is very indispensable to
get aware about numerous kinds of concepts of marketing because it will assist in understanding
target consumers whosoever are interested in buying specific items which includes; desires of
buyers, strategies of competitors as well as functional coordination (Goeldner and Ritchie, 2012).
Thus, various core concepts of marketing that are related with tourism sector are outlined as
follows:- Needs, desires and demand:- First and foremost step of Thomson group is tp identify
wants or basic needs of tourist in order to fulfilling it in a minimum duration. However,
manger of an enterprise is going to asses the taste, preferences, choice and likes of
customers for attracting them towards their offerings. Value, satisfaction and quality:- An organization needs to focus on their quality or
maintain their standardization so that customers may accept services which is offered by
Thomson group. Marketing department of an enterprise trying to understanding the
expectation and demand of various travellers by analysing their choices and try to
modified their existing policies for making best possible products as compare to their
rivalries (Goodall and Ashworth, 2013). Goods and services:- Thomson group is focussing on their summer and winter packages
by serving their customers in a best manner as per their needs and demands. Along with
this managerial team trying to make effective policies to overcome their barriers which
was faced by them during serving customers. Market:- This factor falls under external category which is analysed by merchandising
team of an enterprise. In fact, it will assist as well as shows corrective path for
understanding strategies of competitors and other forces to prepare new schemes of
development.
 Exchange, transaction and relationship:- According to this if an individual is going to
buy some products in exchange of capital then it is known as exchange relationship
between purchaser and seller (Hahm and Wang, 2011). On contrary to this, when items
are transferred to the buyer by using some modes of transportation then it is consider as
transaction.
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