Importance of Strategic Marketing Planning in Travel and Tourism TABLE OF CONTENTS INTRODUCTION 4 TASK 14 P1.1 Core Concept of Marketing in Travel and Tourism

Marketing in Travel and Tourism
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TABLE OF CONTENTS
INTRODUCTION ...............................................................................................................................4
TASK 1.................................................................................................................................................4
P1.1 Core concept of marketing for the travel and tourism sector .................................................4
P1.2 Impact of the marketing environment on individual travel and tourism businesses within
Thomas Cook Group .......................................................................................................................5
P1.3 Factors affecting consumer motivation and demand in the travel and tourism sector ...........6
P1.4 Principles of market segmentation and its uses in marketing planning at Thomas Cook
Group ..............................................................................................................................................7
TASK 2 ................................................................................................................................................8
P2.1- Importance of strategic marketing planning for Thomas Cook or Morocco/Egypt trip........8
P2.2- Relevance of marketing research and market information to managers in Thomas Cook.....9
P2.3 – Assess the influence of marketing on society.....................................................................10
TASK 3 ..............................................................................................................................................11
P 3.1 Issues in the product, price and place elements of the marketing mix.................................11
P 3.2 Importance of service sector mix elements to the travel sector ...........................................12
P 3.3 Total tourism product to an individual tourism business......................................................13
TASK 4...............................................................................................................................................13
P4.1 Nature and role of promotional mix .....................................................................................13
P4.2 Promotional campaign for a travel and tourism business or destination...............................14
CONCLUSION AND RECOMMENDATIONS................................................................................14
REFERENCES...................................................................................................................................16
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ILLUSTRATION INDEX
Illustration 1: Core concept of marketing for the travel and tourism sector ........................................5
Illustration 2: SOSTAC model for strategic marketing planning.........................................................9
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INTRODUCTION
Market of travel and tourism is continuously increasing due to awareness of people towards
various destinations. Tourism industries are promoting their products and services among the people
by using various promotion techniques such as displays, advertising, print, etc (Riege and Perry,
2000). Marketers of this sector conduct interviews, surveys, etc for understanding the customer's
expectations.
In the present study, Thomas Cook which is an organization which deals intravel and
tourism industry of UK is taken into consideration. This study consists of concepts which are
related to the marketing of various travelling packages, impact of marketing environment on
Thomas Cook and its tourist destinations i.e. Morocco and Egypt (Pizam and Mansfeld, 2000).
Along with these factors, the report also includes importance of strategic marketing planning, its
influence on society and importance of service sector and promotional mix. In the end, the study is
concluded with the key findings and meaningful measures.
TASK 1
P1.1 Core concept of marketing for the travel and tourism sector
Marketing is all about to understand the needs and wants of users as well as interpret the
reasons for selection of products or services (Vargo and Lusch, 2004). In this context, core
concepts of marketing in travel and tourism industry are as follows: Customer’s wants and demands: In travel and tourism sector, demand and wants of the
customers are most important (Srivastava, 2011). The needs and wants of travelling and
tourism are for relaxation and entertainment between the people has increased. It leads to
rose and the demand of travel and tourism in community.
 Products and markets: In travel and tourism sector, products are in the form of services and
they are intangible. There are many kinds of travel organizations in UK which are offering
different holidays packages for Morocco and Egypt (Sharma, 2016). In this regards,
companies are developing the market and creating various segmentations.
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