Marketing in Travel and Tourism

This document discusses the role of marketing in the tourism industry, including the core concepts, the influence of marketing environment on individual tourism business, factors affecting consumer motivation and demand, and the importance of strategic planning and marketing research. It also explores the impact of marketing on society.

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing in tourism industry...................................................................1
1.2 Influence of marketing environment on individual tourism business...................................3
1.3 Factors affecting consumer motivation and demand............................................................4
1.4 Principles of market segmentation and its uses in planning process....................................5
TASK 2............................................................................................................................................5
2.1 Importance of strategic planning ..........................................................................................5
2.2 Significance of marketing research and information to managers........................................6
2.3 Influence of marketing on society.........................................................................................6
TASK 3...........................................................................................................................................7
3.1 Issues in traditional marketing mix.......................................................................................7
3.2 Importance of service sector mix elements to tourism industry...........................................8
3.3 Concept of total tourism product to an individual tourism business.....................................9
TASK 4..........................................................................................................................................10
4.1 Nature and role of promotional mix....................................................................................10
4.2 Justification of promotional mix.........................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Tourism industry is seen as a one of the fastest developing sector in European market due
to increment in demands of entire society as well as reformation in priorities of every individual.
Marketing in tourism industry plays a very vital role because it helps in influencing the people
and supports in capturing the minds of millions of customers (Garín-Muñoz and Pérez-Amaral,
2011). Along with this, rising in recent trends of tourism industry have a direct impact on
economic situation of UK. In fact, tourism market is not limited till enjoyment or leisure
activities but it expanded in various other sector for example; transport, technology,
communication and so on. Thomson group is an organization which is famous for its reasonable
holiday packages as well as offering accommodation at the time of traveling. This assignment is
classified into four different parts for explaining the role of marketing in tourism industry and its
core concepts which plays a major role in development of industry. Along with this, it also
highlights impact of merchandising environment on consumer by encouraging them towards
traveling. Later on, significance of strategic planning as well as necessity of investigation
programs in this sector is also outlined in this project. Apart from this, assignments are going to
throw few lights on issues or barriers that emerge in marketing mix and assessment of
promotional mix.
TASK 1
1.1 Core concepts of marketing in tourism industry
Marketing is a term whose main objective is to convince consumers towards their goods
or services by using effective goods and services in an appropriate manner. Along with this, it is
a concept which is used by organization for assessing the consumers needs or desires and trying
to fulfill it in a defined time period. However, identification of visitors requirements is a major
role or necessary for marketing department of association in order to attain their set objectives or
goals in a minimum duration (Goeldner and Ritchie, 2012). As a assistant manager of Thomson
group it is indispensable to determine essential needs to tourist while planning trip for summer
holiday of turkey and Spain 2019. Therefore, basic requirement of visitors in travel and tourism
sector is expressed as follows:-
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 Safety and security:- This concept fall under demand of customers because every
individual want their security while traveling. Therefore, manager of Thomson group is
responsible for making tour more secure by taking effective steps and strategies. Value of capital:- Visitors always demand value of fund by having complete satisfaction
by the policies or schemes of firm. Recreational :- Most of the travelers visit beautiful places for adventurous or
recreational purposes. Therefore, as a assistant manager of Thomson group it is essential
to make plans for paying attention on features in order to make the consumers to access
recreational and entertaining activities (Goodall and Ashworth, 2013). Wants and needs:- According to this component it is essential to identify wants or
demands of several visitors whosoever is interested in trip of turkey and Spain. Basically,
their major desire is like; traveling must be entertaining, knowledgeable, and they can
bale to gain wonderful experience. Apart from this, tour operators of Thomson group
offers various attractive packages for beautiful places just like Spain and turkey. Products:- Goods may be anything by which an organization may succeeded in
satisfying needs and demands of customers. Thus, as per Thomson group products they
are famous for their impressive holiday packages which consist of; beautiful places,
adventures trips, special food packages, transport facilities and all the other
accommodation services.
 Market:- According to this factor it is considered as only physical place where buyers
and sellers meets with each other for exchanging products in place of money. Consumers
wanted to visits turkey and Spain for which Thomson groups make packages for these
destinations as well as offers brochure which covers necessary information related with
traveling (Hahm and Wang, 2011).
Hence, at the end it has been analyzed that all these above factors must be considered by
marketing department of travel and tourism sector while promoting their goods and services at
European marketplace.
1.2 Influence of marketing environment on individual tourism business
Surrounding of marketing consist of both micro and macro environment because all the
factors are interlinked with each other and having major influence on Thomson group as well as
destination places. Therefore, impact of environment is mentioned as follows:-
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Internal environment:- According to this terminology elements which exist within the
enterprise are falls under micro surrounding such as; customers, employees, suppliers,
shareholders etc (Hall, 2013). In fact an organization may also have authority to control or
regulate these factors which are explained below:- Customers:- As per this element, needs and desires of domestic as well as foreign tourist
have a greater impact on a business of Thomson groups because managers of an
organization designed holiday packages as per requirement of customers. For example; if
an individual wanted tour of 6 days instead of 4 days then an enterprise is liable to make
trip of only four days. Therefore, it gives greater impact on tour of turkey and Spain. Suppliers :- However, suppliers of Thomson group provides accommodation services
like transport facilities while trip. Therefore, it is analyzed that changes in policies of
partners also have a greater impact on a an enterprise. For instance; if shareholders or
suppliers of a Thomson groups offers best quality services to their tourist which will
support an organization while gaining trust of customers. Along with this it also help in
maximizing profit of a company in a minimum time period.
 Employees :- All the task and activities are managed by staff members of an enterprise in
order to attain their personal and professional objectives. Therefore, it is essential to
protect the interest of individuals performing at workplace (Hall Timothy and Duval
2012).
External environment:- Factors which are uncontrollable and not easy to manage by
tourism industry are comes under this category is described as follows:- Technology:- As a assistant manager of Thomson group it is essential for organization to
make their own website because it is very much beneficial for them as it attracts millions
of tourist towards impressive holidays packages. Along with this, emergence of modern
technology is very useful in accomplishing task and activities in an appropriate manner. Politics :- Governing bodies enacted number of policies, acts and programs which have a
greater impact on business of Thomson group because safety and security of tourists is
very indispensable part for overall society and association. Therefore, an organization
have to offer personal health and car accident insurance while trip of turkey or Spain.
 Economic :- Interest rates, bank rates , national income of a nations have a greater
influence on demand and organization. For instance; due to increase in interest rates
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automatically traveling of consumers also may get maximized which will influence the
economic conditions of a UK (Hays, Page and Buhalis, 2013).
According to above factors it has been analyzed that tourism sector is greatly influenced
by intrinsic and extrinsic components which always fluctuate due to change in environment.
1.3 Factors affecting consumer motivation and demand
Trends are always changes due to the fluctuation in other factors because all of them are
interlinked with each other. Assistant manager have to adopt various ideas or motivational
techniques for encouraging customers towards their holidays packages and beautiful places. In
fact number of components are there which succeeded in capturing the attention of millions of
visitors. Therefore, various factors which influence the decision of tourist and motivate them
towards packages which is described as follows:- Cultural factor:- According to this component it covers culture, sub culture and social
class of various tourist. In fact, norms, beliefs or believes of customers encourage them
towards other country and become more curious to get aware about subculture or beliefs
of other nations after knowing the significance of their own values (Hudson and Thal,
2013). Therefore, it has been analyzed that subculture may covers; tradition, customs and
religion of particular country. For instance; Muslims who believes in their customs get
motivated towards visiting Hassan and Koutoubla mosque or worship their. Social factor:- Basically society of other nation encourage them to visit places like
turkey and Spain. Thus, social elements includes family, friends, reference members,
social status, as well as roles which also act as motivational tool for numerous of
domestic and foreign customers. For example if an individual having personal experience
about some particular places then they can easily define it in front of others which
enforce them to visit at that place for experiencing the beauty. Personal factor:- Sometimes personal issues also motivate an individual towards
traveling such as business purpose, to change their economic circumstances, raise their
standard of living or education and so on. For example; most of the consumers curious to
know about history, past stories and architecture about pyramids which will encourage
them to see it physically for understanding its significance (Kayar and Kozak2010).
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 Psychological factor:- It includes opinion , learning and attitudes of an individual.
According to this perception is an appropriate procedure by which consumers interprets
information and data about specific place which they receive from others.
1.4 Principles of market segmentation and its uses in planning process
Classification of market is an effective marketing activity which segmented the entire
European marketplace into small groups in order to attain their set objectives or goals by
generating maximum revenue. Along with this it also differentiates customers as per their traits,
choices and preferences. Therefore, managers of Thomson groups are using market segmentation
techniques while planning their strategies for their promoting goods and services at marketplace.
Thus, different kinds of segmentation is defined as follows:-
 Demographic
 Geographical
 Psycho graphic
 Behaviorals
TASK 2
2.1 Importance of strategic planning
Following are the components which shows the significance of strategic planning in an
Thomson groups that are mentioned as follows:-
A vital marketing arranging will empower Thomson Holidays to refine its offer:- This
will empower the business to distinguish that what precisely is the reason which Thomson
Holidays needs to accomplish. Another essential angle which key advertising arranging helps in
recognizing is that how extraordinary is an organization from other travel and tourism based
business, for example, Thomas Cook and so forth. One might say that through vital showcasing
plan organization can plainly and seriously refine its special incentive. For instance Thomson
Holiday's one of a kind incentive is its capacity to offer conservative visit bundle when
contrasted with its rivals (Molina Gómez and Martín-Consuegra,2010.).
An effective promoting plan will empower Thomson Holidays to distinguish its objective
client's agony point or requirements:- Today over 80% of web based internet business action
depends on travel and tourism related exchange. This demonstrates purchaser nowadays is
centered around getting travel and tourism related data and administrations at advantageous of
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web. Consequently Strategic Marketing design of Thomson Holidays will feature this necessity
in light of which it can increase its online operations, with the goal that it can take into account
quickly rising client construct which depends totally in light of online travel entries for their
vacation prerequisites.
A key advertising design empowers an association to spare essential money:- Thomson
Holidays has distributed over 20% of its aggregate working spending plan on marketing.
Advertising comes about into critical operational cost for the association. Key promoting plan
will guarantee that Thomson Holidays distributes its asset astutely which will come about into
cost sparing and higher proficiency over the association.
A Strategic promotional plan will empower:- Thomson Holidays is to distinguish
different open doors. Key showcasing plan will empower the association to look during that time
to day mess and disorder, and recognize different new open doors which travel and tourism
segment may offer to the organization.
2.2 Significance of marketing research and information to managers
Promoting research is vital in travel and tourism division for organization. This will help
in giving them data which are identified with contenders, shopper taste, most recent market
patterns, prerequisites. Research give a plan to organization to distinguishing openings and
dangers in showcase. All these data is utilized to assess promoting alternatives, observing entire
execution and understanding whole procedure of administration. The way toward advertising is
extremely straightforward, it incorporates information gathering, assessment of discovering,
information examination and conveying data to all organization office.
Merchandising investigation is utilized by various division in order to quantify all market
section systems of an association. Thomson group will utilize this procedures for deciding its
rivals and create key way to deal with showcase. This will help in recognizing different sorts of
methodologies which help with going into new market and furthermore increase most extreme
benefit.
2.3 Influence of marketing on society
For the buy basic leadership of the customers, a standout among the most essential
impacting factor is advertising and henceforth it can be said this is a genuinely persuasive factor
on the general public. The goal of the advertising is to illuminate and impact the general
population from the general public through the showcasing procedure and correspondence.
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Consequently the impact of advertising on the general public is available and high. To the extent
the advertising of turkey and Spain by Thomson group is concerned, this won't just impact the
objective market and its general public yet additionally will impact the general public of the goal.
The effect of the same on the goal, i.e. turkey can be just positive impact as a traveler goal. In
perspective of the way that the goal showcasing does not have any component of pessimism
there must be certain impacts of the advertising regarding as a visitor goal (Morrison, 2013).
This will likewise prompt driving of the purchaser economy in which the organization will have
the capacity to elevate the tourism bundles to a more refined arrangement of target shoppers
most. Fruitful showcasing will prompt creation and development of employments, higher
assessment income for governments and, in the end, general monetary development. The other
metal advantages which can be conveyed by showcasing to the general public incorporate the
accompanying: It offers data to the customers: For the contextual analysis the advertising effort will tell
the buyers in regards to the tourism bundle to turkey and Spain
 It offers decisions to the customers: For the contextual investigation the promoting effort
of the organization will offer different bundles alongside the tourism bundle to turkey and
Spain which prompts the decision for the purchasers. Advertising connects with the
purchasers through acquiring their steadfastness and additionally intrigue. It also aides in
bringing great quality and development to the shoppers.
TASK 3
3.1 Issues in traditional marketing mix
Marketing mix is known as one of the effective methods of marketing. It has been related
with set of various marketing tools that the firm uses to attain its marketing goals and objectives.
It is one of the crucial element that is used for the purpose of promoting its brands or products in
the related market. It consists of 4ps of marketing that help to attain their objectives. In the recent
times, the use of marketing in retail business has drastically increased and this had made a
significant impact on many customers. One of the biggest issues that people are interest with the
problem of growth and attaining maximum profit. It can sought out by using Ps of marketing
mix.
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 Product: In Industry like tourism, Thomson group is known for delivering attractive
product and services by using regular development in their products.
 Price: Very economical prices is been charged from customer for rendering their
services. It can be possible through using plenty of new schemes in the form of discounts
offers.
 Place: Its major areas are those where they are established their brand in more effective
manner (Moutinho, 2011).
 Promotion: They are using attractive promotional schemes that can attract maximum
customers toward their company's.
3.2 Importance of service sector mix elements to tourism industry
It is known as choice of service formulate to offer customers a attractive option within a
specific range. The important part of service marketing mix consists of seven Ps of marketing. It
basically known as that element that added and support this particular industry that are tangible.
Such as:
People: It is one of the important elements of service marketing mix. It is called as
service. In travel and tourism sectors services and accommodation provided by company's are
categorise as important part of service marketing (The marketing mix 4P's and 7P's explained.
2015).
Process: It is the techniques that is related with delivering services to their customers.
The online booking facilities provided by travel company. They just provide a simple text
message of customers booking details on their mobile apps and email ids.
Physical evidence: It is considered as last components of marketing mix. It has been
observed that services are considered as intangible in nature. To take maximum advantages from
customers some tangible components are ned to delivered with the services.
Importance of service sector mix:
 After sales services are need to more effectively use so that profitability can be attain in
more quick time.
 Goodwill of the company can be increase by providing better services to its customers so
that they can get attracted towards their company.
 Customer satisfaction: It is considered as one of the important aspects which is made
necessary for the delivering quality in their products to its customers.
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 Maximise large number of customer base so that future goals and profitability can be
increase (Park and Oh, 2012).
3.3 Concept of total tourism product to an individual tourism business
Tourism accordingly is considered as single industry, be that as it may it involves
different ventures, for example, inns, carriers, travel organizations and so on. With each of these
individual organizations giving one of a kind administrations assists the whole tourism industry
with presenting an aggregate tourism item. However these individual tourism items can be
offered through London Gatwick Airport too. For instance London Gatwick Airport can extend
itself as a one-stop business association, where guests can get all the tourism related
administrations. For instance it can team up with different lodgings, travel offices, nearby visit
advisers for set up their stands on the air-plane terminal. This will empower both approaching
too friendly clients to look for the coveted administrations if required. In this way Gatwick
Airport can possibly turn into a coordinated travel and tourism specialist organization. One might
say that the aggregate vacation item contains a mix of the considerable number of components,
which a traveller expends amid his/her excursion. Add up to tourism items are composed such
that it satisfies:
Essential visitor require, which in the event of Gatewick Airport is the flying choices from
different aircraft which fly from the air terminal.
Optional or inferred vacation's needs are the one which emerge from the choice to
influence a traveller to trip. For instance a traveller turning out from Gatewick Airport will
require taxi benefit, which he can book from the air terminal itself (Elements of marketing mix.
2014). An aggregate tourism item primarily involves every one of the components, which a
visitor utilizes or expends amid his trek. Idea of aggregate tourism item can be comprehended on
the premise of unmistakable and in addition elusive segments, which is for the most part in view
of the movement of the goal. Thus, when a traveller utilizes these administrations or items, at
that point it makes a remarkable affair of that visitor.
TASK 4
4.1 Nature and role of promotional mix
Advertisement plays a very effective role in gaining advantage of marketplace by
implementing numerous of strategies for promoting goods and services which is offered by
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Thomson groups during tour. In fact promotional mix is a cluster of numerous of methods or
techniques adopted by organization for representing an enterprise in front of domestic as well as
foreign customers. Basically an appropriate technique of promotion supports in capturing
attention of millions of customers and enforce them to buy particular products like holiday
packages which is offered by Thomson group that is turkey and Spain. Therefore essential role
which is played by promotional mix is described as follows:-
 Attract large number of customers by implementing number of plans or strategies.
 Coming up with effective marketing plans for seeking attention of clients.
 Advertisement of holidays packages which is offered by Thomson group for trip of
turkey and Spain.
 Trying to maximize the sales of an organization by satisfying needs of customers.
Sales promotion and personal selling:- It act as an appropriate tool for obtaining
attention of number of consumers from various geographical regions. Sales promotion is an
effective activity which is adopted by enterprise to promote their impressive packages across the
international boundaries.
 Major role of merchandising sector is to maximize the sales of an organization by using
numerous of ideas or strategies for attaining set objectives or goals.
4.2 Justification of promotional mix
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CONCLUSION
From the above report it can be summarized that marketing activities plays a very
eminent role in encouraging tourism in entire world with the use of effective plans and policies
for attaining set objectives goals or objectives. Therefore, it has been observed that tourism is
growing in rapid way by coming up with numerous of ideas for seeking the attention of millions
of domestic as well as foreign customers. However, this assignment is based on Thomson group
which is famous for its impressive plans, strategies, vocational packages, reasonable tickets and
so on. Initially, it also explains basic concepts of marketing department in encouraging consumer
towards traveling in various attractive places like turkey and Spain. Major motive of this report is
to highlight management of trip of summer vacation 2019 that was managed by assistant
manager of Thomson group. Their main focus is also to show an issue that was emerges in
traditional and extended marketing mix. At the end of this project, benefits or advantageous of
promotional mix is also explained for understanding the role of marketing in development or
growth of travel industry.
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REFERENCES
Books and Journals
Garín-Muñoz, T and Pérez-Amaral, T., 2011. Internet usage for travel and tourism: the case of
Spain. Tourism Economics. 17(5). pp.1071-1085.
Goeldner, C. R. and Ritchie, J.B., 2012. Tourism: principles, practices, philosophies (No. Ed.
12). John Wiley and Sons, Inc.
Goodall, B. and Ashworth, G. eds., 2013. Marketing in the Tourism Industry (RLE Tourism):
The Promotion of Destination Regions. Routledge.
Hahm, J. and Wang, Y., 2011. Film-induced tourism as a vehicle for destination marketing: is it
worth the efforts? Journal of Travel & Tourism Marketing. 28(2). pp.165-179.
Hall, C. M., 2013. Wine, food, and tourism marketing. Routledge.
Hall, C. M., Timothy, D. J. and Duval, D. T., 2012. Safety and security in tourism: relationships,
management, and marketing. Routledge.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism. 16(3). pp.211-239.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing. 30(1-2).
pp.156-160.
Kayar, Ç. H. and Kozak, N., 2010. Measuring destination competitiveness: an application of the
travel and tourism competitiveness index (2007). Journal of Hospitality Marketing &
Management. 19(3). pp.203-216.
Molina, A., Gómez, M. and Martín-Consuegra, D., 2010. Tourism marketing information and
destination image management. African Journal of Business Management. 4(5). p.722.
Morrison, A. M., 2013. Marketing and managing tourism destinations. Routledge.
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Park, J. and Oh, I. K., 2012. A case study of social media marketing by travel agency: The
salience of social media marketing in the tourism industry. International Journal of
Tourism Sciences. 12(1). pp.93-106.
Online
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<http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/marketingmixrev1.shtml
>. [Accessed on 5th October 2017].
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The marketing mix 4P's and 7P's explained. 2015. [Online].
<https://www.mindtools.com/pages/article/newSTR_94.htm/>. [Accessed on 5th October
2017].
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