Marketing in Travel and Tourism: A Comprehensive Guide

This comprehensive guide explores the fundamental concepts and principles of marketing in the travel and tourism sector. It delves into the core concepts, marketing environment, consumer motivation, market segmentation, strategic marketing planning, marketing research, and the role of the marketing mix. The guide also examines the influence of marketing on society and provides a detailed analysis of the promotional mix, including an integrated promotional campaign plan. This resource is ideal for students and professionals seeking a thorough understanding of marketing strategies in the dynamic travel and tourism industry.

MARKETING IN TRAVEL AND TOURISM
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Table of Contents
Introduction......................................................................................................................................3
LO 1. Understand the concepts and principles of marketing in the travel and tourism sector........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 such as First Choice and tourist destinations with reference to Turkey and Spain....5
P1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism
sector............................................................................................................................................7
P1.4 Analyse the principles of market segmentation and its uses in marketing planning at First
Choice..........................................................................................................................................7
LO 2. Understand the role of marketing as a management tool in travel and tourism...................9
P2.1- Analyse the importance of strategic marketing planning for a selected travel and tourism
business (First Choice) or tourist destination (either Turkey or Spain).......................................9
P2.2- Discuss the relevance of marketing research and market information to managers in the
travel and tourism sector with reference to First Choice...........................................................10
P2.3 – Assess the influence of marketing on society.................................................................11
LO 3. To understand the role of the marketing mix in the travel and tourism sector....................12
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.........................................12
P3.2 Assess the importance of service sector mix elements to the travel sector.......................13
P3.3 Apply the concept of the total tourism product to an individual tourism business such as
First Choice................................................................................................................................14
LO4: Be able to use the promotional mix in travel and tourism..................................................15
P4.1 Assess the integrated nature and role of the promotional mix...........................................15
P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals 2019
holidays......................................................................................................................................16
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Conclusion.....................................................................................................................................17
Reference list.................................................................................................................................18
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Introduction
The travel and tourism industry has been increasing and growing of a bigger scale. This shows
that the travel and tourism sector globally requires the correct amount of marketing in the
company. This will ensure that the companies present in the travel and tourism industry will give
more focus on the methods that can be used by the company in terms of using the appropriate
marketing strategy that are present in the company. It has been analysed that marketing is the
most important function that is to be carried out in the company First Choice that will be helping
the company to gain more focus on the promotion of the newly proposed strategy that has been
developed by the company at international level as well. Ignorance of marketing is like carrying
travel and tourism in isolation.
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LO 1. Understand the concepts and principles of marketing in the travel and tourism
sector
Introduction
Travel and tourism is one of the sector in which market serves the need of attracting customers
since the travellers makes booking online from corners of the world and they cannot get the
physical information about the place. They realise totally on marketing of travel packages and
make the buying decision therefore it has to be effective.
Executive Summary
The marketing strategies that will be focusing on the different ways to increase the productivity
of First Choice are discussed below. It is making study of the various principle so as to plan
better packages and offers for its customers.
P1.1 Discuss the core concepts of marketing for the travel and tourism sector
The core concept of marketing for the travel and tourism industry can be defined as the process
or function that is to be carried out by the company. The concept of marking can be defined as
the process that will be allowing the company to effectively improve the different factors that are
essentially important to be considered by the company (Moutinho and Vargas-Sanchez, 2018).
The marketing is related to various factors which arte needs of the customers of the company, the
demands that the customers make to the company, the products and services that to be given to
the customers by the company, the value of the product and the quality of the product.
The company First Choice took the initiative to provide the customers of the company with the
opportunity to avail the summer 2019 Holiday to Turkey and Spain. The given assignment is
based on the different concepts and the principle of marketing that is to be maintained by the
company First Choice in order to ensure that the proposed package is being promoted
effectively. The paper also describe the role that is being played by the marketing department of
the company in terms of acting as the management, promotional mix and the marketing mix for
the company First Choice.
The concept of the marketing involves the definition that states that with proper marketing there
will be better efficiency in terms of informing the customer and the consumers of the company
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about the different services that will be given by the company First Choice in their new project
which is the Summer 2019 Holidays to Turkey and Spain. It is important for the company to
understand that the marketing concept will be allowing the company to gain more customers
relationship by communication with the customers with the help of marketing.
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P1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses such as First Choice and tourist destinations with reference to Turkey and Spain
The marketing environment relates to the different microenvironment factor sand the macro
environment factors that create different impact on the company First Choice and the tourist
destinations like Turkey and Spain. Some of the factors that are present in the microenvironment
of the company and the destination are given as SWOT analysis.
SWOT Analysis
Competitors: the difference competitors that are present in the travel and tourism sector in the
Turkey and Spain will be creating different impact on the company First Choice and its new
initiative that is based on providing the customers with Summer 2019 Holiday to Turkey and
Spain (Vanhove, 2017).
Customers: the company will be will affected by the different customers that are present
globally and the customers that are present in the countries Turkey and Spain. The current needs
of the customers and their demands will create different impact on the overall success of the new
initiative that has been proposed by the company.
Suppliers: the suppliers of the different sources like raw materials for the food, accommodation,
and other services that will be previewed in the company by the different suppliers that are
present in the country Turkey and Spain. It will be creating an impact on the efficiency that will
be provided by the company to the customers.
Trained staffs: the employees who will be providing the different services in the holiday
package has to be trained so that they are providing the customer switch sufficient amount for
services and customers satisfaction. This will ensure that the company is being able to carry out
the cute relationship more effectively.
Intermediaries: there channels and the delivery system that has been adapted by the company in
the countries Turkey and Spain will be affecting the customer satisfaction that will be given by
the company to the customers who avail the summer holiday package.
The different macro environment factors that are present to be affecting the company and the
destination are given as a pestle analysis:
Political: the segmentation of the population of the target customers and determining the need of
the customers will be affecting the overall process that will be carried out by the company in
term of providing services to the company regarding the summer 2019 holiday package.
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Economy: the current economic condition that is present in the country Turkey and Spain will
be facing amount of sale of the tour package of the company and the number of visitor that can
be attained by the country Turkey and Spain (Abdullah Kadhim et al. 2016).
Society: the social condition that is present in the countries will be affecting the overall customer
rating the summer holiday and the number of visitors that will be visiting the company.
Technology: the current technological use in the company will be helping company to gain more
focus in improving the services like the online booking system for the new package, carrying out
the transaction process and many others. This will be affected by the company in terms of the
different technologies that are currently present in the countries where the company wants to
collaborate its facility of summer 2019 Holidays.
Legal: the political condition that is present in the country Turkey and Spain will be affecting the
policies and the steps that will be taken by the company First Choice while they carry out the
operations of the new initiative in the respective countries.
Social: the current culture that is present in the countries and culture that is being followed by
the customers might be conflicting this can lead to different impact on the package that is being
given by the company.
Environmental: the tourism system present in the countries Turkey and Spain will be affecting
the measure that will be taken by the company in terms of implementing the new initiative in the
company.
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P1.3 Discuss the factors affecting consumer motivation and demand in the travel and
tourism sector
There are different factors that are affecting the motivation of the customer and the demand of
the customer in the tourism sector. These factors are given as follows:
Buying behaviour of customers: the attitude of the customers that will be influencing the their
interest in the availing of the services that will be provided by the company First Choice is base
do the motivation that is present in the customers. It has been analyzed that demand of the
customers will be affected by the current interest that is being presented by the customer of the
country Turkey and Spain and globally.
Customer value and satisfaction: the value of the customer that is being presented by the
company and the satisfaction that is being given by the company to the curtains will be affecting
the overall motivation of the customers to avail the services of the company first Choice
(Álvarez-Díaz et al. 2017).
Decision making process of the customers: the decision making strange that are availed by the
customers will be affecting the overall motivation and the demand for the products and the
services that is given the company First Choice.
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P1.4 Analyse the principles of market segmentation and its uses in marketing planning at
First Choice
The different type of market segmentation shows the principles of marketing segmentation and
their usage in the marketing planning of the company. The different segments of market
segmentation are given as follows:
Geographic segmentation: this is the segmentation of the customers of the company that will be
targeted by the company is based on the location where the company wants to establish their new
initiatives, which in this case are Turkey and Spain. Cased on the current location of the target
customers with different culture, the social condition and the economic condition will be
considered in order to carry out the process of marketing planning.
Behavioural segmentation: the company will segmenting the customer based the behaviour that
is being given by the customers towards the availing of the different faculties and services that
are provided by the company. The marketing planning will be done in accordance to the
behaviour that is put forwarded by the customers.
Demographic segmentation: considering the different factors like the family size, the income
source and the amount of income being earned by the family, the lifestyle that is being follows
by the company will be affecting the overall process of dividing the customers of the company
(Ciriković, 2014).
Psychographic segmentation: based on the different communities and the company will be
creating the marketing planning so that the promotional activities do not hurt the sentiments of
the communities in the respective location.
Conclusion
It is concluded that First Choice must focus on the above discussed elements of marketing and
design its services and products accordingly to give more satisfactory results to its customers.
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LO 2. Understand the role of marketing as a management tool in travel and tourism
Introduction
The marketing is also a tool of advertisement of the services that are rendered by the company
and therefore it has to be considered and studied from the aspect of management as well.
Executive Summary
The strategic planning that are to be designed by the given travel and tourism company have to
consider the below discussed things in detail for guaranteed success.
P2.1- Analyse the importance of strategic marketing planning for a selected travel and
tourism business (First Choice) or tourist destination (either Turkey or Spain)
The importance of strategic planning can be understood with the help of the analysis of the
marketing tool that will be helping the company First Choice to conduct proper analysis for the
destination Turkey and carry out the strategies that will be giving success to the company. The
SWOT analysis of Turkey has been given below.
Strength Weakness
 The country has different strength that
includes the geographical location of the
country, the military, and the resources that
are available in the country.
 The company has quick and easy trade
route leading to low retirement rate and
most of the population are working (Dileep
and Mathew, 2017).
 Where is the requirement of
reinforcement in the country due
to the geographical location of the
country
 There is the presence of
bureaucracy in the country
leading to faster decline of the
department that are not unified.
Threat Opportunity
 Turkey is prone to terrorist due to the
committed party PPK
 The country has the opportunity to
be accepted as the EU
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 The issue of the Syrian refugee in the
country has been on the social adaptation
leading to various reactions from the local
communities.
 The country has been shortlisted
as the among the 7 countries to
join the EU.
P2.2- Discuss the relevance of marketing research and market information to managers in
the travel and tourism sector with reference to First Choice.
The importance of market research and the market information to the manager is the travel and
tourism sector can be defined for the company First Choice. The following are relevance that is
being gained by the managers from market research and market information:
 It will be allowing the company to gain focus on different trends that are currently
present in the market of Turkey and Spain. this will be allowing the managers to define
the strategy that will be taken up by the company to increase the success rate of the new
services that will be given by them(Font and McCabe, 2017)
 The process that will be taken by the company to conduct the market research will be
helping the company to understand the efficiency of the marketing department of the
company and make the required changes accordingly
 The company will be able to gain knowledge on the different risks that might be faced by
the company in the new market where the company is going to serve the services that has
been initiated by the company.
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P2.3 – Assess the influence of marketing on society
Various influences are present that are being gained by the society for the marketing that will be
induced by the company. Some of them are given below:
 The carrying out of the new service in the respective country might lead to changes in the
lifestyle that is currently present in Turkey or Spain
 It has been noted that the marketing strategy that might be taken in by the company First
choice might not be appropriate to the communities that are present in the country,
leading to conflicts among the local communities
 The consumers that are present in the travel and tourism market of the country might lead
to the changing their interest on the other travel agencies or packages leading to reduction
in the local economy of countries.
 The marketing strategy that will be taken in by the company First Choice might not be
effective for the local community and can be offensive or may lead to changes in the way
they carry out their culture and lifestyle(Gallarza et al. 2017).
Conclusion
While designing marketing strategies all aspects have to be covered since the social and cultural
belief of the community are not to be harmed and degraded in any manner.
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LO 3. To understand the role of the marketing mix in the travel and tourism sector
Title: Role of the marketing mix in the travel and tourism sector
Date: 18 May 2018
Introduction
The marketing mix is part of discussion below which is going to help First Choice to design its
marketing strategy to gain profit.
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
The issues in the product, price and place elements of the marketing mix or the company First
Choice Summer Deals 2019 to Spain and Turkey are given below:
 Product: The product that will be served by the company to the customers who available
summer deals 2019 to Spain and Turkey might be adequate due the different political
issues that are present in the countries. These can lead to reduction in the stay of the
customers in the countries
 Price: the current economy of the country is not much stable as compared the country UK
were the company fails, thus, there has to proper pricing strategy being adapted by the
company so that the company is being able to gain the profit margin and keeping the
economical value of the country maintained(Huang and Sarigöllü, 2014).
 Place: it has been analysed that the place that the company wants to provide the service is
located in different geographical area leading proper transportation to the countries
available. It has been analysed that the company is highly laminating the different
transport facilities that will be given to the customer when they avail the service of the
company that is the Summer Deals 2019
P3.2 Assess the importance of service sector mix elements to the travel sector
There are different importance that will be gained by the company First Choice when they make
use of the different service sector mix elements in the company. The benefits are given as
follows:
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 The use of the service sector mix will be helping the company to give focus the different
services that will be given by the company to the customer that are going to avail the
services in the new summer deals initiated by the company.
 The service sector mix will be helping the company to focus on the availability of
products in the services as per the needs of the customers. The company will be able to
gain knowledge if the services that will be given to the customers are appropriately
available in the respective locations.
 The elements will also help the company to understand the different methods that will be
used by the company to market the products and the services that will be given by the
company to the customers in the respective locations. It is important for the company to
understand that the marketing of the products is highly essential for the
company(Liberato et al. 2018).
P3.3 Apply the concept of the total tourism product to an individual tourism business such
as First Choice
Total tourism product can be defined as the total services that are being priced by the company to
the customers other than the services that has been mentioned in the package. The total tourism
product relates to the satisfaction that is being given by the company or its outcomes. It is highly
important for the company First Choice to ensure that they are being able to carry out the task of
giving total tourism product to the customers so that they are not disappointed to the services that
has been availed by them. The new Summer Deals 2019 to Turkey and Spain will be satisfying
the customers if the mentioned services are being given to the customers effectively. It will also
help the company to focus on the different entertainment services that will be given to the
customers’ inclusion of the services that are mentioned in the package. The company also needs
to ensure that the customers of the customers gains appropriate and great experience when they
communicate with the different community that are present in the countries Turkey and Spain.
The interaction with the local communities must be effective and appropriate leading further
experience of the customers and increase in the level of satisfaction(Lowry, 2017).
Conclusion
The discussion above done is important for any travel and tourism company and if these all
elements are considered fully by the company they help the company to gain the competitive
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advantage.
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LO4: Be able to use the promotional mix in travel and tourism
Introduction
Like marketing mix the role of promotional mix is also important and it cannot be undermine
while making any offer or package of visit for customers.
Executive Summary
For effective understanding of the concept of promotional mix the detail discussion has been
done. First Choice can use it and design its promotional tools effectively.
P4.1 Assess the integrated nature and role of the promotional mix
The role of promotional mix can be defined with the help of the different elements that represent
in the products. These products are the services that are being served by the company First
Choice to their respective customer in the new market Turkey and Spain. The different elements
of the promotional mix are given as follows:
Advertising: the company has to ensure that the company must carry out the advertising of the
different services that will be present in the package effectively. It is highly important for the
company to ensure that they are being able to carry the process of advertising effectively in the
countries Turkey and Spain in order to attract the local customers of the countries.
Personal selling: it is important for the company to ensure that the selling of the products and the
services that will be given by the company must be in accordance to the different techniques that
are essential to be maintained by the company while direct selling the products to the customers.
Public relations: it is important for the company to maintain the relationship with the customers
that they are able to carry out the different tasks of gaining the knowledge of the customers’
needs and interest can be carried out effectively.
Direct marketing: the company must ensure that they make use of the direct marketing strategy
so that they are directly interacting with the customers effectively.
Corporate image: the company needs to carry out different campaigns that will be helping the
company to maintain the image of the company(Mariani, 2016).
Conclusion
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Not only understanding of the role of promotional mix is important it is equally important to give
effect to the understanding of the nature in designing practical promotional tools as well.
P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals
2019 holidays
The promotional campaign that has been developed below will be allowing the company to gain
more focus on the different services that will be given by the company to the visitors who avail
their Summer Deals Holiday 2019 to Turkey and Spain package. The campaign that will be
created with the help of the given poster will be allowing the company to gain more attention
from the consumers of travel packages in the countries Turkey and Spain. It will also allow
consumers globally to get the view of the services that will be provided by the company at the
Summer Holiday Deals 2019 to Turkey and Spain.
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SUMMER HOLIDAY DEALS 2019
TO TURKEY AND SPAIN.
AVAIL YOUR PACKAGE NOW!!

Conclusion
Thus, it can be concluded that he use of marketing is highly important in order to make sure that
the company is being able to carry out the different activities of reaching the respective countries
Turkey and Spain by being more effective by utilising the overall strategy of marketing. This
will ensure that the company is making use of the marketing strategies. So, that the service that
will be given by the company First Choice in their new venture of Summer Deals 2019 will be
highly impressive and attractive for the customs leading to more gain of the customer which in
turn will increase the overall sales of the company and the profit gain of the company.
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Reference list
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 Vanhove, N., 2017. The Economics of Tourism Destinations: Theory and Practice.
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