Marketing in Travel and Tourism: Concepts, Principles, and Strategies

This comprehensive guide explores the fundamental concepts and principles of marketing in the travel and tourism sector. It delves into the core concepts, analyzes the impact of the marketing environment, and examines consumer motivation and demand. The guide also covers strategic marketing planning, the role of marketing research, and the influence of marketing on society. It further explores the marketing mix, including product, price, place, promotion, and service sector elements. Finally, it provides insights into the integrated nature of the promotional mix and offers a practical guide to planning and justifying an integrated promotional campaign for a travel and tourism business or destination.

Marketing in Travel and Tourism
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Contents
Introduction......................................................................................................................................4
LO1 Understand the concepts and principles of marketing in the travel and tourism sector..........5
1.1 Discuss the core concepts of marketing for the travel and tourism sector............................5
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............................................................................................................................................6
1.4 Analyze the principles of market segmentation and its uses in marketing planning.............6
LO2 Understand the role of marketing as a management tool in travel and tourism......................8
2.1 Analyze the importance of strategic marketing planning for a selected travel and tourism
business or tourist destination......................................................................................................8
2.2 Discuss the relevance of marketing research and market information to managers in the
travel and tourism sector..............................................................................................................8
2.3 Assess the influence of marketing on society........................................................................9
LO3 Understand the role of the marketing mix in the travel and tourism sector..........................10
3.1 Discuss issues in the product, price and place elements of the marketing mix...................10
3.2 Assess the importance of service sector mix elements to the travel and tourism sector.....11
3.3 Apply the concept of the total tourism product to an individual tourism business or tourist
destination..................................................................................................................................11
LO4 Be able to use the promotional mix in travel and tourism.....................................................13
4.1 Assess the integrated nature and role of the promotional mix:...........................................13
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4.2 Plan and justify an integrated promotional campaign for a travel and tourism business or
destination:.................................................................................................................................14
Conclusion.....................................................................................................................................16
References......................................................................................................................................17
Introduction
Travel and tourism is not yet developed yet because there are lots of drawbacks in the industry.
The tourism industry is enhancing their business in a large area and many people are getting
employment in that like hotel businesses, guides, travel agencies, transporters, tour operators and
so on. And for managing all these things. Travel and tourism gives opportunities to learn new
things and understand about the culture and religions of new places and in this project we will
study about the marketing of travel and tourism sector which trends and technologies are
involving in this and how it is spreading all over the world and how much expenses are needed in
this.
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LO1 Understand the concepts and principles of marketing in the
travel and tourism sector
Introduction
Marketing means giving goods and services in the exchange of money and getting profit and if
are talking about the marketing concept in travel and tourism sector so it means a travel and
tourism marketing is satisfying their customer before, during and after the purchasing. This
includes the mutual understanding between the buyer and the seller and also fulfils the wants and
demands of the customer.
The management report provided below is presented by TUI Group of UK and its child company
First Choice. This will help the reader to gain the insights on the marketing activities that are
conducted in the travel and tourism sector.
1.1 Discuss the core concepts of marketing for the travel and tourism sector
It is discussed above that fulfilling the needs and demands of the customer and giving them a
satisfactory service is the core concept of the marketing and with this make good relationships
and mutual understandings with more and more customers for the business that will be beneficial
for the future. This also helps in any competitive market if there are lots of customers so it can
make more efficiency to stay them here only and promote the business as more (Mouthinho et.
al., 2018). The future of travel and tourism industry is all based upon the trends and technologies
how wide the business is how they promote it or get the reviews of the customers and get
feedback from them and know about the interest of the customer's interest and then apply on it.
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1.2 Assess the impact of the marketing environment on individual travel and
tourism businesses and tourist destinations
Individual environment marketing is known as microenvironment marketing. The
microenvironment is what types of the environment from which the organisation have a great
impact on them, the make finish goods from raw materials and sell them in the organisation with
some amount of profit and in any ways they help an organisation to grow in the different fields.
Customers are the very important part First Choice without there is no business that’s why the
aim of the organisation to satisfy each and every customer. And for this every organisation has to
understand the needs of their customers and make the strategy, make sure that it is not at all
influenced or as same as any business it must be different and nice so that more customers can
attract and come (Vanhove, 2017). For expanding the business organization they have to work
with the current technologies and trends.
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1.3 Discuss the factors affecting consumer motivation and demand in the travel and
tourism sector
Consumers always go there where they think it is beneficial and it will fulfil the needs of the
customer in the cheapest way. According to the Maslow’s hierarchy of needs in that it is
mentioned if the need of one member is fulfilled then he will go for other better option as usual
and that is why if the customer feels that my needs and demands are not fulfilled here so he
chooses to go and select any better alternative. And for satisfying any customer it is very
necessary to fulfil the demands and behave nicely (Smith, 2014). Nowadays travelling becomes
very popular everyone wants to travel either they are not much rich or consumers are not
focusing on the needs and wants they just want to travel the famous travel spots in their budgets
and for that there are some social media sites they used to give the offers for travelling in their
favorite country with their budget and time limit or they also search about the countries
information on internet and with the help of that travellers used to make different selections.
1.4 Analyze the principles of market segmentation and its uses in marketing
planning
For segmentation of any market, it is important to know the needs and demands of the tourist in
the travel and tourism sector. For any business they adopt the young and energetic employees so
the business would easily get expanded in all over the world but for this it is necessary to have
all age groups of employees so that they would be helpful to know what age group people need
what it makes a better understanding between the travel and tourism sector (Armstrong et. al.,
2014).
By applying all these principals in marketing of First Choice helps in increasing the productivity
of the work and the revenues of the business due to the techniques are involved in the work.
Market segmentation includes trends, techniques and culture they work according to the age,
culture and caste. The focus is on youngsters because they are very energetic they focus on the
goal and have the spirit to achieve it they also know the information about the needs and habits
of the youth have and they also have the capacity to convenience them in a good way.
Conclusion
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Thus from the management report provided above it can be concluded that like in all the other
activities and industries the marketing department plays a significant role in the travel and
tourism industry as well. This makes it important to effectively and efficiently conduct all the
related activities in an enhanced manner.
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LO2 Understand the role of marketing as a management tool in
travel and tourism
Introduction
The management report provided below is provided by the First Choice travel which is one of
the leading tour operators in the European region. The main aim of this report is to provide the
reader with knowledge on significance of strategic market and market research in the industry of
travel and tourism. The destination chosen for the same is Spain.
2.1 Analyze the importance of strategic marketing planning for a selected travel and
tourism business or tourist destination
Strategy planning is important to give the directions to the First Choice in the industry of Spain
so that they can satisfy their customers and it can be measured through the market conditions,
competitors, technologies and trends and so on. The need for strategic planning in travel and
tourism sector in various changes in marketing, trends and technologies which type of tourist are
visiting most in the country. It helps to know the conditions of the market in the past and now
and what will be after years it makes an easy sense to think and work on it. It also motivates the
competitive advantage (Liu & Chou, 2016).
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2.2 Discuss the relevance of marketing research and market information to
managers in the travel and tourism sector
Marketing research involves market decisions in which way the work is done from whom it is
done and what strategy are applying on it how it is different from others in which way it will
give an impact to the company in all over the world all these types of question arises in the mind
of a business man . in marketing research it is very important for First Choice to gather the data
from the market and research over it and find the backwards and drawbacks in it and after
examine all these things it is important to make some strategies and apply it on the work or if
someone wants to expand the data all over the world so they can share the information via social
media, newspapers and television or do surveys over it so that it can get the best reviews (Veal,
2017).
2.3 Assess the influence of marketing on society
The influence of marketing on society- marketing benefits the society in many ways like it gives
the information of the product to the consumers and it also tells the consumers how their product
can fulfil the needs of the consumers how it is different from others and so many times it
examines in a practical way. From our product and services meeting the consumers, expectation
is more important if the needs of the consumers are not fulfilled so there is no need for
marketing. Telling the consumers about the consumers about the product so that consumer can
choose that without any risk. Marketing also provides the information to the consumers from the
help of promoting about the products and services in various ways. The behaviours of markets
through customers are always very helpful and understanding (Jaiswal & Gupta, 2015). They
work for understanding the behaviour of the consumer they work for resolving the issues of the
customer and answering the questions of the consumers what they think and what they want or
coach them about the product knowledge.
Conclusion
From the management report provided below is can thus be concluded that the marketing is an
important tool of market analysis and this can help the company like First Choice travel to not
only explore the trends of the market but also helps them to identify various issues that have the
potential to harm the business. This makes it important to critically undertake the market
research approaches.
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LO3 Understand the role of the marketing mix in the travel and
tourism sector
The role of the marketing mix in the travel and tourism sector
Introduction
The main aim of the article provided below is to present the reader with the knowledge of the
essential and necessary tools and elements of marketing. The article presented by First Choice
critically examines the development of products and services in the marketing environment of
tourism industry.
3.1 Discuss issues in the product, price and place elements of the marketing mix.
Many of the business entities such as First Choice whether these are operating on a large scale or
on a small scale have to adopt the strategies of the market and therefore, the marketing elements
which are crucial to an organization. There arise a lot of issues while adopting or treating the
price, product and the place elements of the marketing mix which are discussed below:
PRODUCT: It is one of the important elements of the market mix. This avails the customer
about the features and quality of the product they are purchasing from the market. In this product
mix, a lot of packages are offered to the tourists just like that of shopping tourism, health
tourism, teenage tourism, family tourism, etc. The business owners should know the needs and
necessities of the tourists in order to remove the issues in the product element of the marketing
mix. The changes should be made as per the upliftment in the technology and new innovations
by assuming the taste and preferences of the tourists (Tomczak et. al., 2018).
PRICE: It is also amongst one of the crucial elements of the marketing mix in the tourism and
marketing sector. It comprises of the money which the tourists have to pay in return for the
product and the service provided to them. It is also an important fact that the paying charges of
different economies for different products are also different. So, the packages that are offered to
the tourists should be reasonable and affordable to the consumers and tourists in order to increase
the number of the population who avails the benefit of the products.
PLACE: It is the next important element of the marketing mix. Its importance is seen in the
sense that it is only that place where the tourists are going to enjoy their tourism. The place is the
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best attraction of the tourists. The place should be maintained in a very good way in order to
increase the number of tourists to that particular place (Fan et. al., 2015).
3.2 Assess the importance of service sector mix elements to the travel and tourism
sector.
Those all goods and services which are being offered to the tourists by First Choice are of
different features and characteristics. These all can be heterogeneous, intangible, etc. There are a
lot of elements in the marketing mix of the travel and tourism sector. These comprise of different
P’s which are the elements of the mix thus indicated in the form of Price, Product, Promotion,
People, Processes, Place and physical evidence. In these elements, the tourists are provided with
a lot of things in order to gain their attraction to that particular place just like they are provided
with accommodation, packages, tourist guides, etc.
The organization or the company itself decides the destination or the place of the tour and that
should be attractive in order to increase the number of tourists to that particular place. For that,
the company advertises the place in the form of newspapers, articles, sales promotion, etc. This
is all to increase the tourists and increase their stay to that particular place (Buhalis et. al., 2015).
The organization or the company needs to hire the talented and skilled people for the task and
also guide them the ways to behave to the travellers. Their behaviour should lay a huge and
positive influence on the tourists.
3.3 Apply the concept of the total tourism product to an individual tourism business or
tourist destination.
A lot of industries are included in the travel and tourism industry. Those industries are like travel
industries, trekking agencies, hotel agencies and many more like this. This term of total tourism
is too common in the tourism industry in the recent time. The actual meaning of the term total
tourism is that the tourism packs which consists of all the benefits and holiday pack are said to be
the total tourism pack. This pack should be made too exciting and attractive to the tourists and
travellers so that they visit the particular place again and again. First Choice should maintain the
quality of their services that are being offered to the tourists because the quality of products and
services being offered lay a huge impact and shows the image of the company to the tourists and
travellers (Horner & Swarbrooke, 2016). The experiences that the tourists have during their tour
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are also included in the concept of total tourism.
Conclusion
The article presented above thus concludes that it is important for the marketing department of
the company to make sure that all the elements of marketing are effectively being used such that
the business is able to gain the competitive advantage in the industry. It is important for First
Choice to take care of the marketing approach being used as this may impact the image of
company in the market.
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LO4 Be able to use the promotional mix in travel and tourism
Introduction
The main aim of the report provided below is the present the readers with the idea about
promotional mix and its tools. These tools have been used by First choice in order to expand
their market in the tourism industry of Spain. In order to do so, the company has also presented a
poster for its promotional campaign.
4.1 Assess the integrated nature and role of the promotional mix:
Promotional mix is the method of promotion to attain the goals of the firms. It refers to one of
the marketing mix’s 4Ps. A Promotional mixed should be designed in a way that it attracts the
customer and also gives the benefits of the product or services. Advertising is to be considered as
the one of the best promotional scheme. This kind of method is used to increase the sale of the
product or goods and services. The main motive of this method is used to increase the customers
by increasing the promotion so that they can purchase the products (Blakeman, 2018). Promotion
is the best way of communicating with the people and to give information about the product or
services. Promotional mix includes the elements like personal selling, advertising, direct
marketing, sales promotion, etc.
Nature and role of promotional mix are:
1 Advertising – Advertising is the main element of the promotion of the product. It is considered
to be the best way of communication through a large number of customers. Nowadays
advertising attracts the people most as its give the information about the product brand, price,
and material used in it, etc.
2 Market – Promotional mix also depends upon the type and size of the market. If the market is
influenced by the large people then the advertising, sales promotion is the best way. But if the
range of customers is small then the personal selling method is used that is more effective.
3 Funds – Promotion is done according to the funds. Marketing budget decides the promotion
mix.
4 Product – Promotion is also depending upon the type of product. If the goods are consumer
goods then the best way of promotion is advertising but if the goods are industrial goods such as
machinery, equipment’s, etc then personal selling is the best way upon promotion (Blakeman,
2018).
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4.2 Plan and justify an integrated promotional campaign for a travel and tourism
business or destination:
Promotional campaign is a kind of promotion in which there is the communication with a large
number of people. The promotion is performed by direct marketing, email, advertising, etc.
The First Choice travel company ’s manager wants to communicate with the customers with the
help of promotion to travel their hotel. So the management plans for the campaigning to attract
the people to visit their place. research of the people or the group of people who are interested in
visiting the hotel. Then motivation to the customer to visit that incredible place. We have to
choose the right channel to give them all the information regarding that place. Nowadays the
digital marketing is the best way to reach people so we can convey our information to them by
the sources such as email, twitter, Instagram, etc to reach a large number of people. To attract the
customers it have to click the pictures of the hotel, fulfil their requirement, give them the all the
facilities, and should clear all the content when we are designing a message (Camilleri, 2018).
We also send them the reviews or the past customers response which will also make their mind
to visit the place. The services are given to them the allied class services or some schemes of
discount which also attract the customers. The manager should have to make the strategy to catch
the eye of customers.
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Poster
Conclusion
Thus from the management report provided above it can be concluded that it is necessary to
undertake the promotion activities in an aggressive manner. This can help the hotel to attract the
customers as well as ensure that the company spreads awareness in an effective manner.
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Conclusion
Travel and tourism sector is growing at a rapid speed in the recent time. Along with this, there is
also seen growth and development in the various elements of the marketing mix. More and more
people are also getting awareness and knowledge about different types of tourist destinations and
places. There is also seen effective and efficient utilization of resources. Innovative use of
technology is also done by the organizations. The assignment also gives the knowledge about the
different P’s of the marketing mixes which are the place, price, promotion, process, people,
physical evidence, etc.
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References
 Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing.
Pearson Australia.
 Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
 Buhalis, D. and Amaranggana, A., 2015. Smart tourism destinations enhancing tourism
experience through personalisation of services. In Information and communication
technologies in tourism 2015 (pp. 377-389). Springer, Cham.
 Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing,
Tourism Economics and the Airline Product (pp. 85-103). Springer, Cham.
 Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
 Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
 Jaiswal, A.K. and Gupta, S., 2015. The influence of marketing on consumption behavior
at the bottom of the pyramid. Journal of Consumer Marketing, 32(2), pp.113-124.
 Liu, C.H.S. and Chou, S.F., 2016. Tourism strategy development and facilitation of
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Management, 54, pp.298-308.
 Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism,
CABI Tourism Texts. Cabi.
 Smith, S.L., 2014. Tourism analysis: A handbook. Routledge.
 Tomczak, T., Reinecke, S. and Kuss, A., 2018. Introduction. In Strategic Marketing (pp.
1-18). Springer Gabler, Wiesbaden.
 Vanhove, N., 2017. The Economics of Tourism Destinations: Theory and Practice.
Routledge.
 Veal, A.J., 2017. Research methods for leisure and tourism. Pearson UK.
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