Tourism Marketing Strategies

This assignment delves into the world of tourism marketing, focusing specifically on the impact of various promotional mix elements on consumer purchasing decisions. It requires students to analyze academic literature and real-world examples from the tourism sector to understand how factors like brand image, advertising, public relations, and sales promotions influence consumer behavior in travel and leisure choices.

MARKETING IN TRAVEL AND TOURISM
STUDENT NAME:
STUDENT ID:
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Table of Contents
Introduction......................................................................................................................................3
Company Overview: Thomas Cook................................................................................................3
TASK 1............................................................................................................................................4
LO1 Understand the concepts and principles of marketing in the travel and tourism sector..........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....................................................................................................................5
1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism
sector................................................................................................................................................7
1.4 Analyze the principles of market segmentation and its uses in marketing planning.................8
TASK 2............................................................................................................................................9
LO2 Understand the role of marketing as a management tool in travel and tourism......................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
LO 3: Comprehending the importance of marketing mix in the travel and tourism industry.......12
P3.1 Discussion on the issues related to 4P’s in the marketing mix of Thomas Cook for summer
holiday package.............................................................................................................................12
P3.2 Assessment of the service sector mix elements in relation to the travel sector.....................13
P3.3 Application of the concept of total tourism product to individual tourism business for
instance ‘Thomas Cook’................................................................................................................15
TASK 4..........................................................................................................................................15
LO 4: Implementation of promotion mix in the travel and tourism sector....................................15
4.1 Assess the integrated nature and role of the promotional mix.................................................15
P4.2 Planning and justification of an integrated promotional campaign for Thomas Cook summer
holidays 2018.................................................................................................................................16
Conclusion.......................................................................................................................................1
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Reference List..................................................................................................................................2
3

Introduction
Over the passage of time the travel and tourism industry have witnessed immense development.
According to statistical data it has been observed that out of every ten person, one individual
belongs to the travel and tourism sector. Further, this industry has successfully emerged as one of
the major service industries as it has been generating considerable or significant amount of
revenue and employment in the economy. Through this assignment a detailed investigation and
analysis is conducted on the role and implementation of marketing principles and concepts in the
travel and tourism sector with reference to a company named Thomas Cook. Further, the role of
marketing mix and promotion mix is discussed in order to plan a promotional campaign for
Thomas Cook.
Company Overview: Thomas Cook
Thomas Cook Group is identified as one of the most popular and reputed travel company across
the globe. The British travel company was founded in the year 2007 and operates within the
hospitality and tourism industry. Further, the company is listed in the London Stock Exchange
and provides its services as a travel agency (www.thomascook.com). The products offered by the
travel company are identified as package holidays, hotel and resort accommodations, cruise
facilities and airline services. The group operates through five divisions namely, the United
Kingdom, Germany, Northern Europe, West Europe and Central Europe. The operating income
and the revenue earned by the company for the year ended 2015 were £ 310 million and £ 7834
million respectively (www.thomascook.com). Further, the company has taken an initiative of
centralising its marketing communications and adopts a customer centric approach.
Figure 1: Company Logo
(Source: www.thomascook.com)
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TASK 1
LO1 Understand the concepts and principles of marketing in the travel and
tourism sector
1.1 discuss the core concepts of marketing for the travel and tourism sector
The concept of marketing is very important to every organisation belonging to any industry. A
proper marketing plan enables the company to get closer to their customers and helps to
strengthen the bond between the company and their customers. This is the most critical activity
which helps the company increase its profit margin. This marketing plays a vital role in
hospitality industries. So it is not a very surprising factor that a travel and tourism organisation
like Thomas and Cook will give the highest priority to their marketing strategies. A proper
marketing scheme does not only have the given attributes. It also helps to understand the overall
market and the specific need of the customers (Mistilis et al. 20124, p.780). The whole process of
marketing starts with the process of searching the needs of a customer and ends when that
specific meet is fulfilled. It is highly important for the Thomas and Cook to deliver the best
quality of service to their customers. This can help to enhance the image of their company by
giving them a brand value. This also creates loyal customers which in turn bring new customers
for the company.
Thomas and Cook stated to provide their customers with the product and service they desired.
Providing cheap and affordable package for travelling to an exotic location is the secret recipe
for the company to achieve its current position in the industry. Not only is this but the entire
journey of the tour is so well planned that the customers are not bothered with any difficulties
during their tour. The organisation does not charge any hidden cost and the entire transaction of
money between them and the customers are kept very clean. The biggest concept of this
organisation is that they ensure a safe pleasurable and affordable package for their customers.
The agencies make sure that the entire tour remains unfazed by any internal or external factors
which might cause disturbance to the customers in the entire duration of travelling. The company
ensures that the customers get full value for their money. This satisfies the customers and this
helps the agency to retain their customers for a long time (Morrison and A.M., 2013, p.44).
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Figure 2: core marketing concept
(source: Horner, et al.2016 p.28)
1.2 assess the impact of the marketing environment on individual travel and
tourism businesses and tourist destinations
Thomas Cook is one of the best agency in the industry of tourism. There are two main factors
which affect its performance:
Micro environmental factors:
a. The first point within the topic of micro environmental factor comes the topic of
suppliers. The agency had always best suppliers who have always supported the
company. With the help of their trusted and highly reliable suppliers, the agency has
always able to provide the customers attractive packages at a reliable so that the
customers have a very pleasurable journey.
b. The next topic is the level of competitors. The industry of tours and travel is perhaps the
most competitive industry. But the Thomas and Cook always enjoys a good upper hand
on its rivals groups with their superior marketing strategy.
Macro environmental factors:
This factor is more critical than the first one. There are several factors which are involved in the
macro environmental factors. Some of them are listed below.
a. The first point comes under this topic is the political factor. It is very important that the
political condition of the country is stable and the officials are giving enough support to
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the economy. Without a stable political environment, it is very hard for the tours and
travel industry to maintain its profit margin.
b. The next point which influences the growth of the tours and travel industry is a stable
competitive and fast paced economy. This allows the industry to flourish. This one of the
most important driving factor for the Thomas and Cook to maintain a stable business for
themselves.
c. Technology is the backbone of any industry in modern days. Inadequate and outdated
technology gives the organisation a bad name in the market. Technology provides us with
all the comfort. So Thomas and Cook are always upgrading their technologies so that
they can satisfy their customers’ need which in turn gives a chance to earn a good
reputation in the market.
d. Law and legal terms vary across the globe. No other industry like the tour and travel is
affected by this factor. Legal regulations help to support this industry. The Thomas and
Cook with it clean a legal policy enjoys a high amount growth in the profit margin.
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Figure 3: influencing factors of Tourism Industry
(Source: Horner et al .2016, p.230)
1.3 Discuss the factors affecting consumer motivation and demand in the
travel and tourism sector
There are various factors which affect the mindset of the customers to get motivated to do
business with Thomas and Cook. These factors are given a very high priority by the company.
Thomas and Cook realised the importance of these factors as these can enhance their brand
image and reputation in the market and among the customers. The factors are given below:
a. Tourist destination: the tourists are always attracted to an exotic location. Selecting and
providing their customers according to their choice are the perhaps the most important
driving factor which motivates the customers to do business with the agency.
b. Tourist attraction: the next factors comes the tourist attraction. When the agency will able
to pinpoint all the major attraction of the tour and guide the tourists the customers get a
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very a positive experience from the tour. This will motivate the customers to be loyal
with the agency and they would bring more customers for the agency to do business with
the agency (Tribe and J., 2016, p.28).
c. Hospitality service: the customers has a tendency to do business with those organisation
which appreciates and is concerned about the wellbeing of their customers rather than
just think of making a profit. In the hospitality industry where the customers and
organisation often interaction happen face to face the organisation has a greater chance of
retaining their customers with a warm nature. It has been one of the most important
factors which can make the customers to continue their relation with Thomas and Cook.
d. Connectivity: one of the most important factors which affect the comfort of the customers
during the entire tour is the mode of transport. The agency is highly concerned with this
factor. So they always provide their customers with an easy and cheap mode of transport
during the entire journey.
1.4 Analyze the principles of market segmentation and its uses in marketing
planning
Market segmentation is often termed as the basic criteria to create a strategy of market planning.
This helps Thomas and Cook to promote their package for any specific tourist destinations.
Market segmentation helps the authorities of the agency to develop a better market strategy and
select a suitable tool to promote their package to influence and catch the attention of their
customers. There is three main point involved in the market segmentation. They are listed below:
a. Geographic segmentation: it is given the highest priority. It varies from location to
location as in every location the cultural and mindset of the localities is different. This
helps the tourists to get mix up with them with ease (Vlckova et al.2014, p.625).
b. Demographic segmentation: the driving factor behind this point is gender age etc.
Depending on these factors the agency chooses the destination which might give the
customers better experience. This has a potential to satisfy the need of customers to a
great extent (Cho et al. 2014, p.109).
c. Psychographic segmentation: this can be done after getting a good idea about the lifestyle
of the customers. Depending on this factor the agency can guide the customers to their
desired tourist destinations.
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d. Behavioral segmentation: in this segment the agency tries to have an idea about the
preference of the tour destinations of the customers (Dolnicar et al. 2014, p.300).
Figure 4: Market segmentation
(Source: Weinstein et al 2014,p.48).
TASK 2
LO2 Understand the role of marketing as a management tool in travel and
tourism
2.1 analyse the importance of strategic marketing planning for a selected
travel and tourism business or tourist destination
The definition of strategic planning states that it is a way through which the acquires the ability
to develop and plan a specific market strategy which might help the organisation to enhance their
stability and increase their reputation among the customers and in the market. It is mainly
divided into three processes. The first process is called as segmentation. This process breaks
down the whole market into the smaller part so that it can be handled with more efficiency. The
next process takes places after breaking down the whole market. This step involves setting up a
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market strategy to get benefit from each different part of the market itself. Only after completing
the previous two-stage the last process can start. In this part after analysing the market and
getting valuable information, a final plan is set up. The whole process of market strategy is
broken into four phases. The phases are given below:
a. Situation analysis: the first phase of the market analysis is the situation analysis. In this
phase the management of the Thomas and Cook analyses the current situation of the
market, and the needs of their customers.
b. Marketing objectives: in this phase the management of the company decides their
objectives after analysing the market. Then the management takes necessary steps to
reach the objectives.
c. Marketing strategy: it is in this phase the real planning takes place. In this stage, the
company has acquired all the information it needs to set up a suitable marketing strategy.
The information gathered before is a crucial step for this phase
d. Marketing tactics: after setting up a marketing plan the company now initiates tactics to
reach its objectives through its marketing strategy. The last phase is the most important
phase as choosing the correct tactics may often decide the fate of the strategy. A correct
set of tactics can enhance the marketing strategy which can contribute significantly to the
profit margin of the company.
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Figure 5: Market Planning Process
(Source : Chadwick and G., 2013, p.32)
2.2 discuss the relevance of marketing research and market information to
managers in the travel and tourism sector
The authorities of the agency need to do the task of market research on a regular basis in order to
understand the ever-changing mindset of their customers, their needs and the current position of
the market itself. After analysing all the given factors only the company can come out with a
better and effective marketing strategy for the company. This crucial for the benefit of the
company as a good and efficient marketing strategy is one of the most contributing factors to the
profit margin of the company. An effective marketing strategy helps the company to mould itself
with the changing trend in the choice of the customers. It even helps to provide all the necessary
details of the ever changing environment which affect the choice of the tourists chooses their
destinations. All these factors help the company to mould their strategy to provide an effective
service to their customers. So the management needs to do analyze on a regular basis. An
effective marketing strategy helps the agency to maintain its superiority over it rival in the
industry.
2.3 assess the influence of marketing on society
A good marketing helps the industry to flourish. This has the ability to stabilize the economy. A
stable economy helps to enhance the lifestyle of the country. A stable economy provides
sufficient job to the population which can reduce the unemployment in the country. A job which
provides sufficient wags to the employees greatly enhance their quality of their life. These
employees can contribute to other industries as well.
At the same time, a negative marketing strategy can ruin the image of a company among the
people. This can totally destabilise the company and this, in turn, disables the economy for a
short time. Not only have this poor marketing strategy also had a negative impact on the mind of
small children. Very often the common person tries to imitate the high quality of life shown in
any kind of advertisement. This has a very deep impact on their mindset.
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TASK 3
LO 3: Comprehending the importance of marketing mix in the travel and
tourism industry
P3.1 Discussion on the issues related to 4P’s in the marketing mix of Thomas
Cook for summer holiday package
The concept of marketing mix is identified as a marketing tool which is used by the
organizations with the aim of pursuing its objectives of marketing in the target market. Through
marketing mix organizations undertake the process of marketing decision making with respect to
product, price, place and promotion (Middleton et al. 2009, p.312). Through the following
section a discussion is presented on the issues pertaining to the marketing mix elements in
relation to the summer holiday 2018 package designed by Thomas Cook:
● Product: With reference to the summer holiday package 2018 designed by Thomas Cook
for Morocco and Egypt the product mix consists of both tangible as well as intangible
elements. The tangible elements in the product category are identified as destination of
travel, accommodation, transportation and entertainment facilities provided in the
package (Middleton et al. 2009, p.312). Further, the intangible product has been
identified as the experience associated in undertaking the tour of Morocco and Egypt
designed by Thomas Cook. Further, the product portfolio for Morocco and Egypt
package consists of destination, holiday deals, hotel facilities, city tours and travel
facilities.
● Price: Thomas Cook has adopted a strategy of driving the growth in its business by
providing superior holiday experiences to its customers at an affordable price range. With
reference to the Morocco-Egypt summer package designed by Thomas cook it is inferred
that the travel company has adopted the ‘mid-premium’ pricing strategy with the aim of
capturing greater amount of market share in the travel and tourism sector operating in the
middle east region.
● Place: Through the place mix it is observed that though the business of Thomas Cook is
specifically located in the United Kingdom, however it has undertaken the strategy of
establishing the business on a global platform. Therefore, Thomas Cook has been
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operating its business through five divisions along with various distribution channels,
stores and through online platform.
● Promotion: With the aim of increasing brand awareness in the global market, Thomas
Cook has implemented various aggressive market promotional strategies. Through the
launch of multiple innovative, informative and attractive advertisement campaigns that
has been implemented through the use of different media in the form of electronic
medium and print medium (McDonald and Wilson, 2011, p.213). For the purpose of
promoting the Morocco-Egypt summer tour to be undertaken by the travel company it
has promoted various advertisements through newspapers, travel magazines, television
and billboards. In addition the travel company also launched different promotional
campaigns through social media platforms in order to promote the tour.
Figure 6: Marketing mix
(Source: Middleton et al. 2009, p.211)
P3.2 Assessment of the service sector mix elements in relation to the travel
sector
‘Service marketing mix’ is identified as the combination or collaboration of various other
elements used in the marketing of the services provided by the companies in order to
communicate the brand message and the organizational goals across the customers (Lovelock,
2011, p.145). Services are differentiated from product offering as it consists of unique
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characteristics in the form of heterogeneity and intangibility. Further, the services mix consists of
seven P’s which includes product, price, place, promotion, physical evidence, people and
processes. The role of ‘marketing mix’ in of marketing or promotion of services is considered
significant since services marketing involve marketing of a product that is intangible in nature. In
the context of travel sector, services marketing mix is recognized as one of the most significant
elements as the performance of the entire industry is dependent on the recreational and
hospitality experiences provided by the companies functioning within the industry. The different
service sector mix elements namely, product, price, place, promotion, physical evidence, people
and processes are closely associated within the travel industry and each element is expected to
complement one another for the purpose of successful functioning of the industry (Dasgupta,
2011, p.205). The elements of services sector mix in relation to the travel sector with reference to
Thomas Cook is presented hereafter:
● Product: The nature of the product presented by Thomas cook that is the characteristics of
the tour packages provided depends on the destination chosen, services provided and
affordability of the customers.
● Price: The pricing strategies of the travel company are affected by government policies
and regulations (McDonald and Wilson, 2011, p.213). Further, it depends on the
economy of the country in which the tour is planned to be undertaken. Depending on
situation pricing strategies are adopted.
● Place: The destination identified by the customers is considered as the place mix in this
industry.
● Promotion: Interactive marketing methods and schemes are implemented to attract the
customers
● People: The employees of the travel company are identified as the people associated with
the business.
● Physical evidence: Since the main product of the travel industry is providing services
therefore it is difficult to gain an insight on the physical evidence (Baker, 2014, p.125).
Further, certain activities or facilities in the form of accommodation and food are
identified as physical evidence
● Processes: Through the service processes the travel company aim to derive customer
loyalty and customer satisfaction.
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P3.3 Application of the concept of total tourism product to individual tourism
business for instance ‘Thomas Cook’
The term ‘total tourism product’ is associated with a combination of different components and
services which is provided by the travel company with the aim of gaining customer satisfaction.
The products are designed in a manner that helps in attracting the customers and influence the
individual in purchasing the product. In the case of Thomas Cook, total tourism product is
identified to comprise of travel packages consisting of sightseeing, accommodation,
transportation and entertainment facilities (McDonald and Wilson, 2011, p.213). In the current
scenario, the individual tourism business of as Thomas Cook is considered for the application of
the total tourism product concept on the business. In addition, it is inferred that the total tourism
product concept consists of primary and secondary need assessment of the customers which
helps in the development of the overall tourism product. In the current scenario, the primary need
of the customers with reference to the Morocco-Egypt summer package is identified as
implementation of appropriate destination details for the purpose of sightseeing (Kotler and
Armstrong, 2010, p.312). On the other hand, secondary need of the customer undertaking the
Morocco-Egypt summer package is identified as recreational and entertainment facilities or
requirements.
TASK 4
LO 4: Implementation of promotion mix in the travel and tourism sector
4.1 Assess the integrated nature and role of the promotional mix
Promotional mix is defined as a blend of different attributes required for a better marketing plan.
There are five elements involved in the promotional mix. They are given below:
a. Advertising: it is a paid version of non-personal communication. This is easiest to spread
awareness of the product or service offered by an organisation. It ranges from electronic
media like television radio to printed media like newspaper etc. it can be repeated several
times depending on the need (Nour et al. 2014, p.150).
b. Sales promotion: it is next element of the promotional mix. An organisation can make the
product interesting when it associates exciting offers and discount with it. It is done to
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increase the sale of a newly launched product or a product whose sales graph are not up
to the mark for a short period of duration (Oladepo et al. 2015, p.100).
c. Personal selling: this type of promotion is a two-way communication. This type of
communication mainly involves a salesman or a person who has detailed knowledge of
the product with their client in a face to face communication. The client can directly clear
their doubt about the product from the person who is attending them (Helm et al. 2014,
p.420).
d. Publicity: unlike advertising, this is not a paid version way of mass communication. It is
used to extract a response from the customers by giving important news about the product
in the market.
e. Public relations: it helps to maintain a healthy relation between the organisations with its
customer’s suppliers (Al-Khateeb et al.2017, p.28).
P4.2 Planning and justification of an integrated promotional campaign for
Thomas Cook summer holidays 2018
The promotional campaign for Thomas Cook is planned in accordance to the ‘social media
marketing’ concepts. Through social media marketing the travel company will be able to gain
maximum visibility or reach of its business (Peattie and Peattie, 2009, p.260). Further, in the
current scenario social media is considered to be a highly accessible medium among the
customers. For the purpose of an integrated promotional campaign Thomas Cook is
recommended to implement various social media platforms in the form of twitter, instagram and
facebook (Peattie and Peattie, 2009, p.260). Further, the promotional campaign of Thomas Cook
is recommended to be social media based as it is easier for the company to use it and at the same
time easier for the customers to access it.
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1
POSTER
P4.2 Planning and justification of an integrated promotional campaign for Thomas Cook summer
holidays 2018
 The promotional campaign for
Thomas Cook is planned in
accordance to the ‘social media
marketing’ concepts
 The promotional campaign for
Thomas Cook is recommended to
implement various social media
platforms namely:
 Twitter
 Instagram
 Facebook
 Through social media marketing the
travel company will be able to gain
maximum visibility or reach of its
business
 The promotional campaign of
Thomas Cook is recommended to be
social media based as it is easier for
the company to use it and at the
same time easier for the customers
to access it

Conclusion
The given reports have shown the importance of the marketing strategy and its affect on the
tourism industry. The tourism industry is a part of hospitality industry itself which requires a
lot of attention of its customers. A proper marketing strategy helps to achieve this objective.
Thomas and Cook have effectively used this strategy to gain a huge reputation in the
industry.
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