Marketing in Travel and Tourism

MARKETING IN TRAVEL
AND TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
1.1 Discuss the core concepts of marketing for the travel and tourism sector............................3
1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses and tourist destinations..............................................................................................4
1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism
sector...........................................................................................................................................4
1.4 Analyse the principles of market segmentation and its uses in marketing planning............5
LO 2.................................................................................................................................................6
2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism
business or tourist destination.....................................................................................................6
2.2 Discuss the relevance of marketing research and market information to managers in the
travel and tourism sector.............................................................................................................6
2.3 Assess the influence of marketing on society.......................................................................7
LO 3.................................................................................................................................................7
3.1 discuss issues in the product, price and place elements of the marketing mix....................7
3.2 Assess the importance of service sector mix elements to the travel and tourism sector.......8
3.3 Apply the concept of the total tourism product to an individual tourism business or tourist
destination...................................................................................................................................9
LO 4...............................................................................................................................................10
4.1 Assess the integrated nature and role of the promotional mix............................................10
4.2 Plan and justify an integrated promotional campaign for a travel and tourism business or
destination ................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing in travel and tourism is essential for success of business which is related to the
TUI company. This company create the many promotion of the services. They want to provide
better services to their customers so that they can fulfil their needs and wants. Company can also
make some strategies for this purpose and can also provide effective offers to their customers. By
marketing organisation can also determine the needs of customers. An effective research can also
help an organisation to take the advantage from their competitors. Marketing can be done with
the help of various methods like qualitative or quantitative research. The purpose of this report is
to identify the motivational factors that can affect the organisation (Buhalis and Foerste, 2015).
There are various importance for the marketing planning in the TUI company and also it can
influence the society. There are also some principles which is related to segmentation and very
important for the marketing planning. A proper strategic planning in also very helpful in the
marketing of travel and tourism.
LO 1
1.1 Discuss the core concepts of marketing for the travel and tourism sector
Marketing is done by travel and tourism to identify the needs and wants of the customers
so that Thomas cook can fulfil it. It also help in their decision making and organisation can also
make strategies for this purpose. There are some needs and demands of the customers related to
travel and tourism which are described as below:
Marketing concept: This concept focus on the customer needs and wants of the target market and
customers. The TUI company in travel and tourism delivering the value of the target customers.
This concept define the pull and push strategies to attracting the visitor in the visiting place. The
travel and tourism sector provide the many facility to attracting the visitor.
Customer needs, wants, and demand: The core concept of the marketing evaluating the customer
needs, wants and demand. The TUI company provide customer needs in the tourism factor. This
need related to the many events, season and rate of the currency. The visitor developing their
needs. Demand is create the product supply in the tourism factor. Customer wants attractive the
healthy environment in the hotels, visiting places and transportation facilities.
Customer satisfaction: This is define the safety needs of the visitor. Friendly nature create the
employees and customer behaviour related to the environment. Friendly nature is very important

to develop the trust on customer. The self fulfilment through the travel and tourism in TUI
company give the satisfaction to the visitor regarding to the many services and facilities.
1.2 Assess the impact of the marketing environment on individual travel and tourism businesses
and tourist destinations
The marketing environment on the individual travel and tourism create the two
environment in the TUI company.
Micro environment: This environment create the tourism organisation, suppliers, intermediaries,
customers and competitors. The micro environment consists the environment structure and create
the many services. The individual tourism effecting the environment because this environment
related to the external environment. Individual travel create the cost, structure and facility of the
tourism services. Tourism business impact though the structure of the visiting place , hotel
facility, satisfaction of the needs and wants etc. This is also effecting on the tourism and travel
because the TUI company provide the many services including the events, destination. Tourism
company evaluating the market events and visitor services.
macro environment: the macro environment determine the many factor including the
demography, economic, society, technology and political. The travel and tourism sector
effecting the currency rate of the visiting place. This is fluctuation the demand and supply of the
uncertainty natural environment.
1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism
sector
Every visitor or tourist behaviour is different from each other similarly their needs and
wants also different. There are various factors which can affect motivation and demand of the
consumer in travel and tourism which are mentioned as below:
Psychological factors: Every people have their own attitude and perceptions regarding
the destination (Huang and et. al., 2013). Some people only want to visit those places which are
related to their culture only. So the main purpose of Thomas cook is to satisfy the demands of
their customers which are related to their psychology.
Social factors: Social factors of the customers also affect their decision making. They
also want to fulfil their social factors and they also collect the necessary information from their
culture.