MARKETING IN TRAVEL AND TOURISM
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Added on 2020-01-07
MARKETING IN TRAVEL AND TOURISM
Added on 2020-01-07
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MARKETING IN TRAVEL AND TOURISMSTUDENT NAME:STUDENT ID:1
Table of ContentsIntroduction......................................................................................................................................3Company Overview: Thomas Cook................................................................................................3TASK 1............................................................................................................................................4LO1 Understand the concepts and principles of marketing in the travel and tourism sector..........41.1 discuss the core concepts of marketing for the travel and tourism sector.................................41.2 assess the impact of the marketing environment on individual travel and tourism businessesand tourist destinations....................................................................................................................51.3 Discuss the factors affecting consumer motivation and demand in the travel and tourismsector................................................................................................................................................71.4 Analyze the principles of market segmentation and its uses in marketing planning.................8TASK 2............................................................................................................................................9LO2 Understand the role of marketing as a management tool in travel and tourism......................92.1 analyse the importance of strategic marketing planning for a selected travel and tourismbusiness or tourist destination..........................................................................................................92.2 discuss the relevance of marketing research and market information to managers in the traveland tourism sector..........................................................................................................................112.3 assess the influence of marketing on society...........................................................................11TASK 3..........................................................................................................................................12LO 3: Comprehending the importance of marketing mix in the travel and tourism industry.......12P3.1 Discussion on the issues related to 4P’s in the marketing mix of Thomas Cook for summerholiday package.............................................................................................................................12P3.2 Assessment of the service sector mix elements in relation to the travel sector.....................13P3.3 Application of the concept of total tourism product to individual tourism business forinstance ‘Thomas Cook’................................................................................................................15TASK 4..........................................................................................................................................15LO 4: Implementation of promotion mix in the travel and tourism sector....................................154.1 Assess the integrated nature and role of the promotional mix.................................................15P4.2 Planning and justification of an integrated promotional campaign for Thomas Cook summerholidays 2018.................................................................................................................................16Conclusion.......................................................................................................................................12
IntroductionOver 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 individualbelongs to the travel and tourism sector. Further, this industry has successfully emerged as one ofthe major service industries as it has been generating considerable or significant amount ofrevenue and employment in the economy. Through this assignment a detailed investigation andanalysis is conducted on the role and implementation of marketing principles and concepts in thetravel and tourism sector with reference to a company named Thomas Cook. Further, the role ofmarketing mix and promotion mix is discussed in order to plan a promotional campaign forThomas Cook.Company Overview: Thomas CookThomas Cook Group is identified as one of the most popular and reputed travel company acrossthe globe. The British travel company was founded in the year 2007 and operates within thehospitality and tourism industry. Further, the company is listed in the London Stock Exchangeand provides its services as a travel agency (www.thomascook.com). The products offered by thetravel company are identified as package holidays, hotel and resort accommodations, cruisefacilities and airline services. The group operates through five divisions namely, the UnitedKingdom, Germany, Northern Europe, West Europe and Central Europe. The operating incomeand the revenue earned by the company for the year ended 2015 were £ 310 million and £ 7834million respectively (www.thomascook.com). Further, the company has taken an initiative ofcentralising its marketing communications and adopts a customer centric approach.Figure 1: Company Logo(Source: www.thomascook.com)4
TASK 1LO1 Understand the concepts and principles of marketing in the travel andtourism sector1.1 discuss the core concepts of marketing for the travel and tourism sectorThe concept of marketing is very important to every organisation belonging to any industry. Aproper marketing plan enables the company to get closer to their customers and helps tostrengthen the bond between the company and their customers. This is the most critical activitywhich helps the company increase its profit margin. This marketing plays a vital role inhospitality industries. So it is not a very surprising factor that a travel and tourism organisationlike Thomas and Cook will give the highest priority to their marketing strategies. A propermarketing scheme does not only have the given attributes. It also helps to understand the overallmarket and the specific need of the customers (Mistilis et al. 20124, p.780). The whole process ofmarketing starts with the process of searching the needs of a customer and ends when thatspecific meet is fulfilled. It is highly important for the Thomas and Cook to deliver the bestquality of service to their customers. This can help to enhance the image of their company bygiving them a brand value. This also creates loyal customers which in turn bring new customersfor 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 recipefor the company to achieve its current position in the industry. Not only is this but the entirejourney of the tour is so well planned that the customers are not bothered with any difficultiesduring their tour. The organisation does not charge any hidden cost and the entire transaction ofmoney between them and the customers are kept very clean. The biggest concept of thisorganisation 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 factorswhich might cause disturbance to the customers in the entire duration of travelling. The companyensures that the customers get full value for their money. This satisfies the customers and thishelps the agency to retain their customers for a long time (Morrison and A.M., 2013, p.44).5
Figure 2: core marketing concept(source: Horner, et al.2016 p.28)1.2 assess the impact of the marketing environment on individual travel andtourism businesses and tourist destinationsThomas Cook is one of the best agency in the industry of tourism. There are two main factorswhich affect its performance: Micro environmental factors:a.The first point within the topic of micro environmental factor comes the topic ofsuppliers. The agency had always best suppliers who have always supported thecompany. With the help of their trusted and highly reliable suppliers, the agency hasalways able to provide the customers attractive packages at a reliable so that thecustomers have a very pleasurable journey. b.The next topic is the level of competitors. The industry of tours and travel is perhaps themost competitive industry. But the Thomas and Cook always enjoys a good upper handon 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 themacro 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 thepolitical condition of the country is stable and the officials are giving enough support to6
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