Marketing in Travel and Tourism

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Marketing in tours and travel sectors....................................................................................4
1.2 Impact of marketing environment ........................................................................................4
1.3 Factors affecting consumer motivation and demand............................................................5
1.4 Principles of marketing segments.........................................................................................6
TASK 2............................................................................................................................................7
2.1 Importance of Strategic marketing planning ........................................................................7
2.2 Relevance of marketing research .........................................................................................8
2.3 Influence of marketing on society ........................................................................................9
TASK 3............................................................................................................................................9
3.1 Issues in the product, price and place elements of the Marketing mix.................................9
3.2 Importance of service sector mix elements.........................................................................10
3.3 Concept of the total tourism product to an individual tourism business.............................11
TASK 4 .........................................................................................................................................11
4.1 Assess the integrated nature and role of the promotional mix............................................11
4.2 Plan and justify an integrated promotional campaign for a travel and tourism business or
destination.................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The project report is all about marketing of tours and tourism industry . Under this report
we have taken one of the biggest tours and travel agency TUI Groups. It is multinational travel
company which is situated at Germany. It stand largest travel company that provides amazing
facilities to their customer (Buhalis and Foerste, 2015) . Its hotels, airlines and ship facilities are
fabulous as they delivering superior customer satisfaction . The project report consist of basic
concepts and principles of marketing that are associated with the tourism sectors. Role of
marketing in these sector and how they are valuable to the customers.
TASK 1
1.1 Marketing in tours and travel sectors
Marketing : It refer to those philosophy that company must consider that the need and
requirement of its consumer and provide valuable satisfaction by providing product and services.
Most of the sectors are adopting such kind of concepts but is more profitable and important in
the field of tours and tourism. Its consist of :
1. Product concepts : These are based on the assumption that TUI Group of company must
provide good quality of product to its customer so that customers are satisfy and happy to
use it.
2. Production Concepts : Manufactured those product which contain superior features and
does not harm the people while using it.
3. Social marketing concepts : The demands of the society has to be fulfilled by the
company though providing employment and healthcare facilities.
4. Marketing Concepts : The company may used appropriate marketing techniques or
promotion tools so that more and more customers can be beneficial from their services.
5. Selling concepts : How the company is selling its products in the market whether the
product carry any kind of offer or discount that can help to overcome to buy it for second
times (Crooks and et. al., 2011).
Changes that emphasis on travel and tourism marketing : So many people travels
every year for business or pleasures that are contributing mostly to travel and tourism industry .
The success is mainly depend on promotion and strategies made by the company and how it has
been followed.

1.2 Impact of marketing environment
Marketing Environment : It comprises of both micro and macro environment and as
well as the internal and external environment that mostly impact individual in tours and travel
sectors. It is mostly seen that without identifying the market if any decision is being adopted it
may leads to failure of company performance.
Micro environment consist of :
 Customers: For any business industry customer are more important aspect that has to be
centred around . The marketing plan should be focused to attract and retain them by
meeting their desire wants and need.
 Competitors : Under the market there are many other competitor who offers many
schemes and discount facilities to its customer to attract them, so planning has to done
according to its strength.
 Suppliers : They are those who provide raw material to the company . The behaviour of
supplier will directly impact the business performance in achieving their objectives.
 Intermediaries : These are those who can provide value to chain management in supply of
services to their customers (Evans, Stonehouse and Campbell, 2012).
Macro Environment : It contain external factors
 Demographic : It include all those factors that impact the income level,age group
and facility that are related to the customer situation.
 Society : The society has to be considers by the company that it should be
valuable and with the motive to increase the moral of the people.
 Politics : It includes all the policies that are made by regulatory bodies for the
development of tours and travel industry. The taxation system and tariffs allowed
to them has to followed accordingly.
 Culture : The marketing strategies of travel and tourism industry must be focuses
on different culture and may avail necessary offers with interesting package .
1.3 Factors affecting consumer motivation and demand
As the structure of tourism is raising the it is difficult to identify determinant of
industry .It consist of :
 Industrial Revolution
 Urbanisation