Marketing in Travel and Tourism: A Comprehensive Analysis of London's Tourism Sector

Marketing in Travel and Tourism
Page | 1

Table of Contents
Introduction....................................................................................................................................3
Task 1............................................................................................................................................4
Task 2..........................................................................................................................................10
Task 3..........................................................................................................................................12
Task 4..........................................................................................................................................15
Conclusion...................................................................................................................................17
Reference List..............................................................................................................................18
Page | 2

Introduction
The travel and tourism sector is expanding exponentially worldwide, and marketing practices
adopted by such sectors have also had to undergo changes. This report aims to study the
impact and importance of marketing in the context of London’s tourism sector. Further, the
report analyses the importance of market planning for London, as a tourist destination. The
importance of market planning, research and information is understood with reference to the
tourism managers at London Tourism. The impact of marketing in tourism on tourists as well as
the host community is analyzed. The elements of the marketing mix are studied, and the
processes of designing and developing a product for a tourism-related company have been
discussed, keeping in mind a relevant tour operator in UK. The concept of total tourism product
has also been addressed. Finally, the role of the promotional mix is elaborated upon, and a
detailed promotional campaign is created.
Page | 3

Task 1
A. Discuss the core concepts of marketing and apply to your selected destination of
London (consider the selected destination as the product to be promoted) [P1.1].
Introduction
This report will evaluate regarding the various methods and strategies used by the marketing
team of different tour operators in order to enhance their business. The core concept of the
marketing will be elaborated in a detailed manner.
According to Kotler, the main concepts related to the marketing process are identified as needs,
wants, demand, product, utility, exchange or transaction/transfer, relationship marketing
network, and finally the market (Armstrong et al, 2015). With reference to London as a tourist
destination, the core concepts of marketing can be applied in the following sense-
Needs, wants and demands- The needs and wants of tourists who visit London are governed
by the desire to experience British culture and food, as well as to visit landmarks that have
historical and cultural significance.
Product- The products offered by London as a destination include famous British foods such as
fish and chips served by several pubs and restaurants in London, sightseeing locations such as
the Big Ben, London Eye, Buckingham Palace, etc.
Value, satisfaction and quality- The tourists who visit London will have expectations in terms
of product and service value and quality. The cost incurred in sightseeing activities, quality and
price of accommodation in hotels and of food, as well as the behavior exhibited by locals will
determine the perceived value of the services for the customer (Rajesh, 2013).
Exchange, transactions/transfer and relationship marketing- Transactions and relationship
marketing are particularly important for a tourist destination. If the tourism industry of London
provides quality services to tourists, they will have a positive opinion of London and this will
attract a high inflow of tourists every year.
Market- To promote London as a destination to tourists (the buyers), the tourism industry
engages in market segmentation and market analysis to understand the demands of the
tourists.
Page | 4