Marketing in Travel and Tourism: A Comprehensive Analysis

Marketing in Travel and Tourism
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Table of Contents
Introduction................................................................................................................................3
Task 1:........................................................................................................................................4
1.1 Discuss the core concepts of marketing for the travel and tourism sector......................4
1.2 assess the impact of the marketing environment on individual travel and tourism
businesses and tourist destinations.............................................................................................6
1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism
sector..........................................................................................................................................8
1.4 analyse the principles of market segmentation and its uses in marketing planning.............9
Task 2:........................................................................................................................................9
2.1 analyse the importance of strategic marketing planning for a selected travel and tourism
business or tourist destination....................................................................................................9
2.2 discuss the relevance of marketing research and market information to managers in the
travel and tourism sector..........................................................................................................11
2.3 assess the influence of marketing on society.....................................................................11
Task 3:......................................................................................................................................12
3.1 discuss issues in the product, price and place elements of the marketing mix..................12
3.2 Assess the importance of service sector mix elements to the travel and tourism sector....13
3.3 Apply the concept of the total tourism product to an individual tourism business or tourist
destination................................................................................................................................14
Task 4.......................................................................................................................................15
4.1 Assess the integrated nature and role of the promotional mix...........................................15
4.2 Plan and justify an integrated promotional campaign for a travel and tourism business or
destination................................................................................................................................16
Conclusion................................................................................................................................18
Reference List..........................................................................................................................19
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Introduction
Marketing is one of the most important factors which help travel and tourism sector and any
other business organizations to enhance their business activities. With the help of marketing,
business organizations can interact with customers and understand the needs of customers
and work accordingly to provide customer satisfaction. The learner is required to produce a
report, which will help the learner to understand the concepts of marketing regarding to travel
and tourism industry. The core concepts of marketing are discussed in this project report. The
impact of marketing environment on the tour and travel operators and on tourist destinations
has been discussed in this assessment. Furthermore, this project sheds lights on the role of
marketing mix and promotional mix in travel and tourism industry.
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Task 1:
1.1 Discuss the core concepts of marketing for the travel and tourism sector
The above diagram shows all the core concepts of marketing, which includes Needs and
wants, products, value, satisfaction and quality, Exchange, transactions and relationships and
markets. All these concepts are discussed hereafter.
Needs and wants:
The needs and wants regarding travel and tourism industry includes the following:
Relaxation: People travel to different destinations for the purpose of relaxation
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Figure 1: Core Concepts of Marketing
(Source : Your Article Library, 2018)

Social needs: Several people need to travel in order to spend time with family and friends.
Self esteem: There are many people who travel for developing their own self through culture,
environment and activities of different destinations.
Self realization: Most of the people travel all around in search of happiness.
Products:
The thing that business organizations offer to the market is referred to as products. In this
case, tourism can be considered as service product. Tourism is an experience. In this industry,
customer satisfaction depends on the delivery of services provided by any destination or by
any tour and travel operators. Package holidays such as mass tourism can be considered as a
product for large market.
Value, satisfaction and quality:
Value is the customer value of the products and services provided by travel and tourism
industry. Customers rather the visitors will be highly satisfied if the business organizations
regarding travel and tourism industry will provide high quality products and services.
Exchange, transaction and relationships:
According to the travel and tourism industry, exchange means the exchange of service and
money between business organizations and customers. For exchange purpose, transaction
between the two parties is mandatory. While conducting the process of exchange, tour
operators should have to maintain good customer relationship. Apart from maintain good
relation with customers, the organizations are also responsible to maintain good relation with
the employees of the organization, airlines and the retailers of hotels and different services
(Kotler, 2015).
Markets:
Markets are set of transaction between the buyers and sellers. Firstly, business organizations
in the travel and tourism industry need to search for buyers by understanding target
audiences. Then, the business organizations need to implement several strategies so that they
can provide quality services and can meet customers demand and also meet the objectives of
the organization (Bowie et al., 2016).
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