Marketing in Travel and Tourism: A Comprehensive Analysis of First Choice Summer Deals 2019

MARKETING IN TRAVEL AND
TOURISM
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Table of Contents
Introduction................................................................................................................................3
Task 1.........................................................................................................................................4
P1.1 Discuss the core concepts of marketing for the travel and tourism sector.........................4
P1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses and tourist destinations.........................................................................................6
P1.3 Discuss the factors affecting consumer motivation and demand in the travel and
tourism sector.........................................................................................................................8
P1.4 Analyse the principles of market segmentation and its uses in marketing planning....10
Task 2.......................................................................................................................................11
P2.1 Analyse the importance of strategic marketing planning for a selected travel and
tourism business or tourist destination.................................................................................11
P2.2 Discuss the relevance of marketing research and market information to managers in
the travel and tourism sector.................................................................................................12
P2.3 Assess the influence of marketing on society..............................................................13
Task 3.......................................................................................................................................14
P3.1 Discuss issues in the product, price and place elements of the marketing mix with
reference to First Choice Summer Deals 2019 to Spain and Turkey...................................14
P3.2 Assess the importance of service sector mix elements to the travel sector..................15
P3.3 Apply the concept of the total tourism product to an individual tourism business such
as First Choice......................................................................................................................16
Task 4.......................................................................................................................................17
P4.1 Assess the integrated nature and role of the promotional mix.....................................17
P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals
2019 to Spain and Turkey.....................................................................................................18
Conclusion................................................................................................................................20
References................................................................................................................................21
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Introduction
Marketing is considered to be an action for promotion of business and services by
implementation of proper market research and promotions. Marketing involves an
organisation to deliver services and products to consumers maintaining quality. Proper
application of marketing can help any company to get more benefit or profit by increasing
sales in market. Travel and tourism uses marketing as a major tool to bring more customers
each day. In this report the different uses of marketing in travel and tourism sector have been
discussed with identification of key factors. Marketing involves different kinds of practices.
First Choice has used a successful marketing strategy in travel and tourism over the past few
years. It is one of the reputed companies and has made expansion in London. Recently this
organisation is planning to arrange for a summer tour to Turkey and Spain. This has been
demonstrated in this report.
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Task 1
P1.1 Discuss the core concepts of marketing for the travel and tourism sector
Marketing has a very core concept and these concepts are very clear and related. Basic
concepts of marketing include:
● Want: This refers to what a customer wants or needs. According to Hall (2013) in
travel and tourism it is enjoyment, travelling experiences and knowledge a person wants to
experience in a tour. One of the major wants of the tourists while in the process of visiting
destinations such as Turkey and Spain is the best holiday homes and the discounted packages.
● Need: It refers to any desire or may be a wish that is relatable to esteem, security and
many others. A traveller has plenty of needs while visiting a place like food, hotel and
transport (De Nisco, et. al., 2015). First Choice must effectively concentrate of providing the
most essential necessities of a tourist that are food and proper accommodation.
● Demand: Sometimes a customer will to buy or enjoy a service/product more than it is
required it raises demand of that service/product. Travellers can demand special foods, better
transport and security. It can rise or decrease accordingly. It is the utmost demand of the
tourist to avail visits to all the tourists’ destinations available in Turkey and Spain. It has been
analysed there are tourists who demands exquisite hotels along with luxurious facilities for
instance, pools with water mini parks, which will offer beach parties and so on (Jucan &
Jucan 2013). In order to grab high end customers, First Choice is required to pay heed to
such demand from the travellers.
● Products: This refers to anything that a traveller wants to satisfy them. In travel and
tourism it can be according to customer need.
● Market: This is a place where customers can contact or buy products; it may not be
in a physical form or place but also can be a contact person.
Marketing involves all these above factors. In view of Morrison (2013), it can be said that it
involves providing customers to fulfil their needs and demands accordingly. First Choice,
over the years has provided good and proper services accordingly to the needs of travellers.
The organisation is very efficient in their services. Any business can get affected by factors
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like macro and micro (Mariani, et.al., 2014). It affects the operations and various functions in
environment. Any change in any factor can affect the other ones.
Figure 1: Best overseas holiday home destinations
(Source: Goodall and Ashworth, 2015)
It can be observed that over the years, travel and tourism in Turkey and Spain have
effectively increased. However there is a requirement of implementing the above factors that
are mentioned above in order to promote Turkey and Spain to be the most popular tourist
destination.
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P1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses and tourist destinations
These factors have direct impact on the outcome of business. While in the process of
organising a summer tour to Turkey and Spain, the marketing environment can be analysed
via these factors.
● Micro environment
Customers: Customers are the most essential factor and every business is oriented for
customer satisfaction. Plans to bring more customers need a proper market planning. Turkey
and Spain as a holiday destinations has attracted a huge amount of travellers from all over the
globe. According to Goodall and Ashworth (2015), travel and tourism in Turkey and Spain
has a huge base as every year it gets huge amount of revenue from travellers.
Suppliers: A business gets affected by suppliers and its demand. Any poor service can result
in loss and affect the outcome of revenue generated. According to Buhalis and Foerste
(2016), in Turkey and Spain tourists get a very good service from hotels and travelling
organisations. This has impacted on number of footfall of travellers, as they expect better
services while visiting Turkey and Spain.
Media: It is very important to promote any organisation to get results. Turkey and Spain, as
being popular tourist destinations have a lot of media attention; this has helped it to gain more
publicity among travellers. Proper media promotions by First Choice will make it more
accessible for tourists.
● Macro environment
Technology: Turkey and Spain are one of the most demanded summer tours. Technology in
these nations is very developed and this factor has impacted on tourism over the past years.
Transportation system is very fast with internet access in every corner of Turkey and Spain.
Efficient technological usage by First choice for instance while promoting the tour will be
helpful in grabbing more customers.
Politics: Political condition affects on marketing in tourism. Tourism industry includes varied
cultures, communities and customs. Turkey and Spain have a very diverse culture with
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