Marketing in Travel and Tourism Concept | Assignment

Marketing in Travel
and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Discussing core concepts of marketing for travel and tourism sector...................................3
1.2 Assessing impact of marketing environment on travel and tourism organisation and tourist
destinations..................................................................................................................................4
1.3 Factors affecting customer motivation and demand in travel and tourism sector.................4
1.4 Principles of market segmentation and its uses in marketing planning at Thomas Cook......5
TASK 2 ...........................................................................................................................................5
2.1 Importance of strategic marketing planning for Thomas Cook.............................................5
2.2 Relevance of Market research and information for the managers of Thomas Cook.............5
2.3 Assessment of influence of marketing on society..................................................................6
TASK 3............................................................................................................................................6
3.1 Issue in product, price and place element of marketing mix with the reference to Thomas
Cook's Summer 2018 holidays....................................................................................................7
3.2 Importance of marketing mix in travel and tourism sector....................................................7
3.3 Applying the concept of tourism product to Thomas Cook...................................................8
TASK 4............................................................................................................................................8
4.1 Integrated nature and role of promotional mix......................................................................8
4.2 Planning and Justifying promotional campaign for Thomas Cook for Summers 2018
holidays .......................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plays crucial role in travel and tourism sector in achieving stated goals.
Present report deals with Thomas Cook which is engaged in travel industry and is planning for
summer holidays 2018 to Morocco and Egypt. The core concepts and principles of marketing are
explained with reference to organisation. Furthermore, role of marketing as a management tool is
discussed in effective manner helping to promote services. Marketing mix is devised in relation
to the holiday packages. Moreover, promotional tools are explained and integrated marketing
plan is made.
TASK 1
1.1 Discussing core concepts of marketing for travel and tourism sector
The core concept in relation to the marketing is to enhance level of satisfaction of the
customers and analyse their needs so that sales can be increased up to a high extent (Edmunds.
2017). The tour packages to be organised by Thomas Cook are Morocco and Egypt. The firm
may be able to earn profits by getting effective marketing environment to promote packages. The
concepts are as follows-
Needs of customers- The tour package need to be prioritised by organisation such as family trip
customers or business trips. Moreover, marketing strategies will be implemented to provide
satisfaction.
Services- The services to be offered should be of new trend and proper planning should be done
to achieve stated goals. Furthermore, facilities such as luxury rooms, affordable or low prices
would be helpful in inducing customers to buy package.
Exchange process- It is termed as a process where customer pays for services rendered to him
by the Thomas Cook in effective manner (Camilleri, 2018).
Place- The strategy is to effectively satisfy customers by providing them quality services.
Organisation has to make its foot in the domestic and international market and thus, require
implementing well-structured strategies.
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1.2 Assessing impact of marketing environment on travel and tourism organisation and tourist
destinations
The marketing environment can be bifurcated as micro and macro. Micro environment
means occurring in organisation whereas macro environment are factors occurred outside
business and it has no control over it.
Micro Environment
Intermediaries- The facilities that are provided by Thomson Cook to their passengers. These
facilities are transport, imparting luxurious hotels, variety of rooms, dining and clubbing facility
which will be helpful as their role is of intermediaries attracting buyers.
Competitors or rivals- The strategies implemented by the rivals have direct impact on
organisation. If the same destination to Morocco and Egypt is provided at low cost, then
Thomson Cook has to cut down its prices to lure customers (Moutinho and Vargas-Sanchez,
2018).
Macro Environment
Demographic factor- The demographic elements such as location has the impact on customers
up to a high extent. It is required that preferences of customers should be accounted for the
proposed tour and market research should be conducted whether passengers will prefer or not.
Technological factor- The technology is important macro factor affecting company. The
information is not accessed by public published on the internet and detail of tourism is made
available on official website of company affecting business.
1.3 Factors affecting customer motivation and demand in travel and tourism sector
Marketing is identified as the most important aspect of the organization where
requirements of the segmented groups are assessed. The organization try to fulfil those evaluated
needs which can help in earning maximum amount of profits. There are various factors that lead
to affect the motivation and demand in travel and tourism sector. These are:
Global economy: Travel is a luxurious option which is not adopted by people every time unless
and until they have enough finances to sustain. Due to increasing inflation, people try to
concentrate on savings (Becker, 2016). However, an increase in their personal disposable income
helps in ensuring that they will be spending on tourism.
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Presence of internet and social media: Internet has changed the overall trend of customers
where people get motivated to travel at different locations.
1.4 Principles of market segmentation and its uses in marketing planning at Thomas Cook
The main aspect that is considered while initiating market segmentation is to understand the
nature of target market. Another aspect is basis on which market has actually being segmented
by the company. Certain specific principles of market segmentation are as follows:
Accessibility: All the people living around the world may not have access to each and every
location. Hence, segmentation must be performed based on their accessibility (Fernández-
Morales, Cisneros-Martínez and McCabe, 2016).
Distinguishable features: It is important that the particular segment, Thomas Cook is planning
to choose, it able to understand features of the company. It can affect organizational profitability.
Adequate number of features: It is important that the features of chosen group is able to match
overall requirements of the company. Otherwise, the marketing strategy of Thomas Cook may
fail (Mossaz and Coghlan, 2017).
Affordability: The product or service offered to a particular segment must be affordable enough
so that it can be used by the customers.
TASK 2
2.1 Importance of strategic marketing planning for Thomas Cook
There are various advantages that are attached to strategic marketing planning which helps
in aiming for growth and success of the firm. It helps in identification of direction of the business
which can help in achievement of particular set of goals and objectives. It plays a substantial role
in eliminating those activities that are unproductive for the organization and is not generating any
type of revenue for it. It helps in developing a careful framework that can as a dictionary for the
other people who are working in the organization (Schroeder and et. al., 2016).
Strategic planning plays an important role in gathering deeper knowledge and
understanding of target market in such a manner that customers can be served in best possible
manner. All the information acts a foundation for the management which thereby assist in
achieving long term goals.
2.2 Relevance of Market research and information for the managers of Thomas Cook
Market research plays an important role in ascertaining taste and preferences of the
customers in such a manner that best possible products and services can be offered to them. It
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also helps in understanding needs and wants of the customers based on which offerings can be
prepared accordingly.
Before Thomas Cook indulge in any type of new investment aspects, it is important to
understand that whether the particular set of products and services are actually required by the
customers or not. It helps in understanding long term profitability aspects of the organization
(Tsaur and Teng, 2017). Since, Thomas Cook belongs to hospitality industry, it is important to
prepare an assessment of emerging trends and ensure that management is clear regarding what
should be offered to the customers. Information collected through market research can be
compared, analysed and interpret, so that it can help in better decision-making aspects of Thomas
Cook.
2.3 Assessment of influence of marketing on society
Marketing strategies can not be initiated unless and until adequate help has been extended
by the society. Marketing management requires various actions in the form of forecasting and
identification of the methods that can help in satisfying the requirements of customers (Daymon
and Holloway, 2010). There are various types of marketing advertisement tools that can be
utilised by Thomas Cook. These are, sales promotion, direct marketing, advertising and public
relations. Assessment of demand is the inseparable part of marketing strategy and hence it can
only be assessed through the society. Marketing efforts require back from the society so that
effective objectives can ultimately be framed. A planned activity of market research can enhance
the overall output to maximum possible extent.
TASK 3
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3.1 Issue in product, price and place element of marketing mix with the reference to Thomas
Cook's Summer 2018 holidays
As Thomas Cook plan summer holidays in Egypt and Morocco but he may face some
problem related to its marketing mix which are discuss below:
Product: Thomas Cook plan summer vacation and offer many products to the people
such as proper transportation facility with good accommodation but there may be many issues
related to the offered product like people dislike the plan as it is not adventurous and in Egypt
there is no proper accommodation because it is the hottest place and generally people dislike
visiting there (Chen and Chen, 2017).
Price: Thomas plans to enjoy this summer vacations in Morocco and Egypt and the price
which he offered to the visitors are not affordable as this both places are quite costly and
accommodation is not as good as the agency provide in other destination plans. He also not
offering any discounts to those on choosing both cities, so people generally avoid and did not
take any type of interest to visit there (Tan and et.al 2017). Both accommodation and dinner-
lunch will be costlier and generally people did not afford to take such type of destination plan
and that is why Thomas Cook avoid planning summer vacations in this area.
Place: there are many issue related to place as well. Both these places are quite costlier
and the people did not afford because their budget is low and Morocco is noisy place, there is no
privacy and even the food zone is also costlier that is why people may be avoid. On the other
hand Egypt, it is costlier place then Morocco and the is the hottest place in the world and may be
this is the reason to avoid plan in summer vacations. Travelling in large group make it more
difficult to meet local people other than those who try to sell something.
3.2 Importance of marketing mix in travel and tourism sector
Marketing mix is the strategies which is used to attract more and more people in order to
attain Thomas Cook agency's long term objectives and gain competitive edge. It's all 7 P's which
are place, product, promotion, people, physical evidence, price and process are help to satisfy the
need of people. In travel and tourism, the product should be used are in well condition which
help to attract customers (Tussyadiah and Sigala, 2018). The price strategies are also affordable
because generally visitors have low budget and they did not afford costly place. Through
advertisement, makes people attract more towards a product and through marketing mix, product
gain more attention by every individual and the chances of customer's attraction will be more.
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Marketing mix also help in creates good image of travel and tourism agency and also establish
good relation with public. If face to face conversation done with public related to offers and
discount then immediate response and feedback will be received and it will help to know the
positive and negative impact of plan towards the customers.
3.3 Applying the concept of tourism product to Thomas Cook
Tourism product is a group of components or elements that are brought together in a form
of bundle in order to satisfy the need of customers. A tourism product that can be offered for
attraction or consumption. It may include physical objects, services, personalities, place and
ideas. Tourism product are generally designs for the benefit of traveller receives or experience in
obtaining the formal product. People do not buy product but buy experience of benefits. It is total
experience of visitors and Thomas Cook is also planning some tourism product to attract more
customers (Moutinho and Vargas-Sanchez, eds., 2018). This agency always include all the
necessary elements of product including luxury and status. So basically it is an experience of
place at a particular time. Thomas Cook always add more entertainment in their services and
transportation so that people take advantages of their tour and create positive environment and
good experience. The agency also promotes its tourism product with different and creative way
just to make more attraction towards their product and people enjoy the travelling with Thomas
Cook. Therefore, tourist product is a combination of what a traveller does and experience during
a tour.
TASK 4
4.1 Integrated nature and role of promotional mix
There are five important aspects that are related to promotional mix which must be
considered by Thomas Cook as well. Some of them are mentioned below:
Advertising: Presentation and promotion of goods and services who can help in instigating
actions of the customers is called as advertisements. It can be in the form of articles in newspaper
and magazine, inclusion of social media or any other internet marketing aspect etc. It generally
focusses on broader population.
Public relations: This method is basically executed on personal level, where, an individual
persuade potential customers to buy products and services from Thomas Cook. The area of focus
is narrow but is helps in developing personal connection with the customers (Boone and Kurtz,
2013).
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Direct marketing: It gives the opportunity to the management to initiate interaction, directly with
the customers which can ultimately affect purchase and sales of business. Common methods are,
messaging, emails and through social media as well.
Sales promotion: It can be media or non-media method of marketing communication where
message is required to be transferred in limited period of time and which remains to be short
lived as well. Discount deals and seasonal offers can be examples for the same.
Corporate image: It is the overall image of Thomas Cook based on which various products and
services that are being offered by it are actually displayed to the customers. It increases their
chances of trying product and services of the company (Kotler, 2012).
4.2 Planning and Justifying promotional campaign for Thomas Cook for Summers 2018 holidays
Attached in Poster
CONCLUSION
It can be concluded from the above report that appropriate method of marketing adopted by
Thomas Cook can help in ensuring that adequate amount of profits is generated by it. There are
various methods adopted by Thomas Cook. These are, sales promotion, direct promotion,
through social media set up, public relations and advertising. It has also been stated that overall
environment and society plays an important role in ascertaining that whether adequate amount of
profits will be generated by the company or not.
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REFERENCES
Books and Journals
Becker, E., 2016. Overbooked: the exploding business of travel and tourism. Simon and
Schuster.
Boone, L.E. and Kurtz, D.L., 2013. Contemporary marketing. Cengage learning
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Chen, J. L. and Chen, A., 2017. Travel, astronomy tourism, and getting old. In Astronomy for
Older Eyes (pp. 111-122). Springer, Cham.
Daymon, C. and Holloway, I., 2010. Qualitative research methods in public relations and
marketing communications. Routledge.
Fernández-Morales, A., Cisneros-Martínez, J. D. and McCabe, S., 2016. Seasonal concentration
of tourism demand: Decomposition analysis and marketing implications. Tourism
Management. 56. pp.172-190.
Kotler, P., 2012. Kotler on marketing. Simon and Schuster.
Mossaz, A. and Coghlan, A., 2017. The role of travel agents’ ethical concerns when brokering
information in the marketing and sale of sustainable tourism. Journal of Sustainable
Tourism. 25(7). pp.989-1006.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Schroeder, A. and et. al., 2016. Managing and Marketing Tourism Experiences: Extending the
Travel Risk Perception Literature to Address Affective Risk Perceptions. In The Handbook
of Managing and Marketing Tourism Experiences (pp. 379-395). Emerald Group
Publishing Limited.
Tan, S. H. and et.al 2017. The impact of the dimensions of environmental performance on firm
performance in travel and tourism industry. Journal of environmental management. 203.
pp.603-611.
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Tsaur, S. H. and Teng, H. Y., 2017. Exploring tour guiding styles: The perspective of tour leader
roles. Tourism Management. 59. pp.438-448.
Tussyadiah, I. P. and Sigala, M., 2018. Shareable tourism: tourism marketing in the sharing
economy.
Online
Edmunds. 2017 The Definition of Tourism Marketing [Online] Available Through:
<https://bizfluent.com/about-6683884-definition-tourism-marketing.html>
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