Marketing in Travel and Tourism: A Comprehensive Analysis of Core Concepts, Strategies, and Applications

MARKETING IN TRAVEL AND TOURISM

Table of Contents
INTRODUCTION........................................................................................................................2
TASK 1...................................................................................................................................... 3
1.1 DISCUSS THE CORE CONCEPTS OF MARKETING AND APPLY TO THE SELECTED
DESTINATION OF LONDON...................................................................................................3
1.2 BRIEFLY ANALYSE THE TOURISM MARKETING ENVIRONMENT OF LONDON AND
ASSESS THE IMPACT ON THE TRAVEL AND TOURISM BUSINESSES AND DESTINATION.......4
1.3 DISCUSS THE FACTORS AFFECTING CONSUMER MOTIVATION AND DEMAND FOR
LONDON AS TOURIST DESTINATION, FOR BOTH BUSINESS AND LEISURE TRAVELLERS.......6
1.4 ANALYSE THE PRINCIPLE OF MARKET SEGMENTATION AND DISCUSS HOW IT CAN BE
USED IN DESTINATION MARKETING PLANNING...................................................................7
TASK 2...................................................................................................................................... 9
2.1 CRITICALLY ANALYSE THE IMPORTANCE OF STRATEGIC MARKETING PLANNING FOR
LONDON AS A TOURIST DESTINATION.................................................................................9
2.2 DISCUSS THE RELEVANCE OF MARKETING RESEARCH AND MARKET INFORMATION TO
TRAVEL AND TOURISM SECTOR MANAGERS AT VISIT LONDON.........................................10
2.3 ASSESS THE POSITIVE AND NEGATIVE INFLUENCE OF MARKETING ON THE SOCIETY. .11
TASK 3.................................................................................................................................... 12
3.1 IDENTIFY THE ELEMENTS OF MARKETING MIX AND DISCUSS THE ISSUES OF
DESIGNING AND DEVELOPING THE PRODUCTS, PRICES AND PLACE ELEMENTS FOR VIRGIN
ATLANTIC............................................................................................................................12
3.2 ASSESS AND DISCUSS THE IMPORTANCE OF SERVICES SECTOR MIX ELEMENTS..........13
3.3 APPLY AND DISCUSS THE CONCEPT OF THE ‘TOTAL TOURISM PRODUCT’ AT VIRGIN
ATLANTIC............................................................................................................................14
TASK 4.................................................................................................................................... 15
4.1 ASSESS THE INTEGRATED NATURE AND ROLE OF PROMOTIONAL MIX WITH
REFERENCE TO VIRGIN ATLANTIC.......................................................................................15
1

4.2 PLAN AND JUSTIFY AN INTEGRATED PROMOTIONAL CAMPAIGN FOR VIRGIN ATLANTIC
........................................................................................................................................... 16
CONCLUSION.......................................................................................................................... 17
REFERENCES........................................................................................................................... 18
2

INTRODUCTION
Marketing is one of the broad term as well as an activity for every organization in all the
sectors. Marketing is an act of delivering the quality products as well as services to the
customers in order to increase the sales for maximising the profit for the company. The
ultimate goal of every activity of the marketing is to enhance customer satisfaction level
(Lovelock, 2011). The aim of this subsequent assignment is to develop a general
understanding of the core concept of marketing in the tourism sector by adopting
differentiation and pricing policies to gain competitive advantage.
It will also assess the impact of marketing environment in the tourist destination of London
that is London Eye and Up at The O2. Furthermore, the importance of strategic marketing
and impact of marketing on the society will be analysed and assessed in this assignment.
Virgin Atlantic Airlines is one of the British Airlines in the UK. At last, an assessment will be
carried out to understand the role of the promotional mix with reference to Visit London
Airlines.
3

TASK 1
1.1 DISCUSS THE CORE CONCEPTS OF MARKETING AND APPLY TO THE
SELECTED DESTINATION OF LONDON
Marketing is the terms defined differently by various people as per the changing
circumstances, however, the core concepts are the ones that possess the clarity, relevance,
wide acceptance and verifiable understanding of the marketing process for Visit London that
directs the services flow in tourism sector:
NEEDS, DEMANDS, WANTS: one of the major concepts is to understand the difference
between the needs, demands and wants of the customers for the services while offering
tourism packages for visiting tourist destination in London that is London Eye and Up at The
O2 (Wilson, et al. 2012).
MARKETING OFFERS: marketing offers are both tangible and intangible products as well as
services offered to the customer while visiting the destination such as London Eye and Up at
The O2. It is essential for the market offerings to meet the expectation and requirements of
the customers at a considerable price.
CUSTOMER VALUE AND SATISFACTION: customer value is referred to the capacity and
capability of the products and services offered to the visitors that derive the level of
satisfaction among them (Cooper, 2012).
EXCHANGE, TRANSACTION AND RELATIONSHIPS: the transaction is the deal occurs
between the tour operators and tourists by exchanging products or services in terms of
money and builds positive relationships between them (Wilson, et al. 2012).
4

1.2 BRIEFLY ANALYSE THE TOURISM MARKETING ENVIRONMENT OF
LONDON AND ASSESS THE IMPACT ON THE TRAVEL AND TOURISM
BUSINESSES AND DESTINATION
The tourism marketing environment includes both micro and macro environment that
impacts the operations of the Visit London Airlines and also the destinations such as London
Eye and Up at The O2:
MICRO ENVIRONMENT
Competitors: the intense competition in the tourism sector that includes competitors such
as Air India, British Airways, Easy Jet and Ryanair influence the operations of Visit London
Airlines by offering the same tour packages for visiting London Eye and Up at The O2 in
competitive pricing (Cooper, 2012).
Customers: the expectations and requirements of the customers impact the tour packages
offered by the tour operator such as Visit London Airlines. The company is a recognisable
organization in the market that offered the high-quality services to the visitors and tourists
(Buckley, 2011).
Suppliers: supplier and intermediaries also impact the operations of Visit London Airlines as
it supply quality services and products to the customers for visiting destinations like London
Eye and Up at The O2 (Cooper, 2012).
MACRO ENVIRONMENT
Political: a survey was taken by asking the representatives and stakeholders at London WTM
exhibition regarding the impact of Brexit on the tourism in the UK. About 42 percent people
agreed on the negative impact in 2016 and about 62 percent agreed on the negative impact
of Brexit on UK tourism. The short-term political instability due to Brexit referendum
created an uncertainty and political upheaval leading to volatility in the financial markets in
the UK (Statistica, 2018). The accessibility to the single Aviation market of the EU is to be
considered to enable Visit London Airlines to flourish.
5