Marketing in Travel and Tourism INTRODUCTION 1 LO11 1.1 Fundamental Concepts of Marketing in Travel and Tourism Sector

Marketing in travel and
tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
1.1 The core concepts of marketing for the travel and tourism sector...................................1
1.2 The impact of marketing environment on individual travel and tourism businesses and
tourist destinations..................................................................................................................2
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector...2
1.4 The principles of market segmentation and its uses in marketing planning.....................3
LO2..................................................................................................................................................4
2.1 importance of strategic marketing planning for a travel and tourism business or tourist
destination...............................................................................................................................4
2.2 the relevance of marketing research and market information to
managers in the travel and tourism sector.............................................................................4
2.3 Influence of marketing on society....................................................................................4
LO3..................................................................................................................................................5
3.1 Issues in the product, price and place elements of the marketing mix.............................5
3.2 Importance of service sector mix elements to the travel and
tourism sector........................................................................................................................6
3.3 concept of the total tourism product to an individual tourism
business or tourist destination...............................................................................................6
LO4..................................................................................................................................................6
4.1 the integrated nature and role of the promotional mix....................................................6
4.2 Justification of an integrated promotional campaign for a travel and tourism
business or destination...........................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is an important aspect for the survival of any company in a market where it
focuses on the satisfaction of the needs, wants and wishes of the customers. This report includes
the core concept of marketing in travel and tourism sector, impact of marketing environment on
individual travel and tourism businesses and tourist destinations along with the process of market
segments and the importance of it in marketing planning(Becker, 2016). Also the importance of
strategic marketing planning is discussed with the relevance of research for TUI company
regarding their tourism services. Issues in the product, price and place elements of the marketing
mix are also described.
LO1
1.1 The core concepts of marketing for the travel and tourism sector
Tourist sector plays the most important business in a country's economy. The progress
and growth of economy is largely dependent on the growth of tourism.
Marketing is all about satisfying the needs, wants and desires of a customer which
belongs to particular segment targeted by any organisation. TUI Company chooses and adopts
different techniques to do research in a particular market to understand it completely. The very
first requirement is to know what are the expectations and demand of a tourist. After the
acknowledgement of their needs, marketing strategies are made so as to provide equivalent
service to customers. Demand can be based on certain factors like: demographic characteristics
and geographical factors of that particular country, socio cultural attitudes , accessing personal
transport, government rules and regulations, environmental concern, terrorist action(Boniface,
Cooper and Cooper, 2016).
After knowing certain factors of demand, the services are provided accordingly that
should provide satisfaction to every tourist who is availing the services of TUI Company. Every
organisation has some marketing offers for them from where they can choose. Value and
satisfaction is another core concept which is very important to fulfil as value can be the potential
of a service from where the consumer can access certain level of satisfaction. A value of an offer
can be judged by the level of satisfaction a customer is getting from this company. When these
tourism services are exchanged with some price, a relationship is established between a buyer
and seller. The type of relation which they established is based on the quality of offering which is
provided to the customer(Buhalis and Foerste, 2015).
1

1.2 The impact of marketing environment on individual travel and tourism businesses and tourist
destinations.
Marketing environment is considered to be a common platform for interaction process of
the features which are responsible for the accomplishment marketing. It includes business related
factors and external factors as well, which can affect marketing activities directly or indirectly.
TUI Company has extended its existence in the form of services offered at every destination
around the world. There are many frequent or drastic changes that occurs across the city, every
tourist destination forces it to check their approach. It also has an eye on the fluctuations which
occur in markets. The changes in the marketing environment have led every company to change
or reshape their strategies. However, the major concern is on the problems which are related to
trends in customers and other social factors which creates problem for the company operating at
the tourist destination. Some personal decision factors of tourist can be influenced through certain
aspects such as family issues, importance of holidays for them etc (Chon, 2015). The marketing
strategies of TUI Company are based on three factors which are: Macro Environment, includes
the external factors, Micro environment, includes all the internal factors of a particular
environment and Market Environment, which affects the functioning of tourism industry in the
operating areas.
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector
Following are the factors which can be responsible for affecting consumer motivation and
demand in the travel and tourism sector.
Global Economy:
When earning of people is less, then travelling is often considered to be a luxury thing
which they prefer to eliminate out, as money and budget required for travel. Due to the recession
period across the world, the tourism industry faced a downfall and most affected by it due to
which TUI Company has also got influenced. People at this particular time want to save more
instead of doing any expenditure. Travel and tourism can be shifted as a future plan but once
when the economy gets improved, there is seen a substantial growth in a customer's motivation
level which lead to take decision for travelling(Kim and Pan, 2018.).
Internet and Social media:
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