Marketing in Travel and Tourism Concept | Assignment
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Added on 2021-02-17
Marketing in Travel and Tourism Concept | Assignment
Added on 2021-02-17
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Marketing in Traveland Tourism
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Discussing core concepts of marketing for travel and tourism sector...................................31.2 Assessing impact of marketing environment on travel and tourism organisation and touristdestinations..................................................................................................................................41.3 Factors affecting customer motivation and demand in travel and tourism sector.................41.4 Principles of market segmentation and its uses in marketing planning at Thomas Cook......5TASK 2 ...........................................................................................................................................52.1 Importance of strategic marketing planning for Thomas Cook.............................................52.2 Relevance of Market research and information for the managers of Thomas Cook.............52.3 Assessment of influence of marketing on society..................................................................6TASK 3............................................................................................................................................63.1 Issue in product, price and place element of marketing mix with the reference to ThomasCook's Summer 2018 holidays....................................................................................................73.2 Importance of marketing mix in travel and tourism sector....................................................73.3 Applying the concept of tourism product to Thomas Cook...................................................8TASK 4............................................................................................................................................84.1 Integrated nature and role of promotional mix......................................................................84.2 Planning and Justifying promotional campaign for Thomas Cook for Summers 2018holidays .......................................................................................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONMarketing 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 forsummer holidays 2018 to Morocco and Egypt. The core concepts and principles of marketing areexplained with reference to organisation. Furthermore, role of marketing as a management tool isdiscussed in effective manner helping to promote services. Marketing mix is devised in relationto the holiday packages. Moreover, promotional tools are explained and integrated marketingplan is made.TASK 11.1 Discussing core concepts of marketing for travel and tourism sectorThe core concept in relation to the marketing is to enhance level of satisfaction of thecustomers 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 firmmay be able to earn profits by getting effective marketing environment to promote packages. Theconcepts are as follows-Needs of customers- The tour package need to be prioritised by organisation such as family tripcustomers or business trips. Moreover, marketing strategies will be implemented to providesatisfaction.Services- The services to be offered should be of new trend and proper planning should be doneto achieve stated goals. Furthermore, facilities such as luxury rooms, affordable or low priceswould be helpful in inducing customers to buy package.Exchange process- It is termed as a process where customer pays for services rendered to himby 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, requireimplementing well-structured strategies.3
1.2 Assessing impact of marketing environment on travel and tourism organisation and touristdestinationsThe marketing environment can be bifurcated as micro and macro. Micro environmentmeans occurring in organisation whereas macro environment are factors occurred outsidebusiness and it has no control over it. Micro EnvironmentIntermediaries- The facilities that are provided by Thomson Cook to their passengers. Thesefacilities are transport, imparting luxurious hotels, variety of rooms, dining and clubbing facilitywhich will be helpful as their role is of intermediaries attracting buyers. Competitors or rivals- The strategies implemented by the rivals have direct impact onorganisation. If the same destination to Morocco and Egypt is provided at low cost, thenThomson Cook has to cut down its prices to lure customers (Moutinho and Vargas-Sanchez,2018). Macro EnvironmentDemographic factor- The demographic elements such as location has the impact on customersup to a high extent. It is required that preferences of customers should be accounted for theproposed tour and market research should be conducted whether passengers will prefer or not.Technological factor- The technology is important macro factor affecting company. Theinformation is not accessed by public published on the internet and detail of tourism is madeavailable on official website of company affecting business.1.3 Factors affecting customer motivation and demand in travel and tourism sectorMarketing is identified as the most important aspect of the organization whererequirements of the segmented groups are assessed. The organization try to fulfil those evaluatedneeds which can help in earning maximum amount of profits. There are various factors that leadto 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 unlessand until they have enough finances to sustain. Due to increasing inflation, people try toconcentrate on savings (Becker, 2016). However, an increase in their personal disposable incomehelps in ensuring that they will be spending on tourism.4
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