Marketing in Travel & Tourism Assignment

MARKETING IN TRAVEL
AND TOURISM

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Core concept of marketing for the travel and tourism business.......................................3
1.2 Impact of marketing environment on business and destination.......................................4
1.3 Factor affecting consumer motivation and demand.........................................................4
1.4 Principles of market segmentation...................................................................................5
TASK 2............................................................................................................................................6
2.1 Importance of strategic marketing planning.....................................................................6
2.2 Relevance of marketing research and market information...............................................6
2.3 Impact of marketing on society........................................................................................7
TASK 3............................................................................................................................................8
3.1 Identifying the issues involved in the different elements of marketing mix....................8
3.2 Assessing the importance of service sector mix element for Thomson Holidays............9
3.3 Discussing and applying the concept of total tourism product.........................................9
TASK 4..........................................................................................................................................10
4.1 Assessing the integrated nature and role of promotion mix...........................................10
4.2 Planning and justifying integrated promotional campaign for Thomson Holidays......10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an important tool of promotion for any organisation. Travel and tourism
business requires huge promotion for promoting its product and services. Thomson provide tour
package of Edinburgh and also provide extra services with it. So, in order to attract more
consumers company is required to promote its services with different marketing channels. It
helps the organization in identifying tourist wants and desire and help the tourist to know about
such tours and packages. This study assists in understanding the concepts and principles of
marketing in travel and tourism. It also helps in understanding how marketing can be used as the
management tool by the company. Role of marketing mix and promotional mix in travel and
tourism business can be identified through this study.
TASK 1
1.1 Core concept of marketing for travel and tourism business
Marketing plays vital role in success of travel and tourism business. Core concept of
marketing helps the company in understanding the market demand so that they can plan
accordingly. Marketing for travel and tourism include the described Core concepts: Needs – Need is actually what customer want from market so marketing help the business
to satisfy requirements of consumers. Company should identify, what is the expectation
of consumers from such tour packages. (Nezakati, Chin and Akhoundi, 2013). On that
basis, company should plan tour for Edinburgh. It concern with need of tourist related
with Edinburgh destination so that the organization can fulfil it within time period. Demand – In this context, demand means consumer's desire from Edinburgh tour.
Demand of consumer can be related to services of tour. This marketing concept helps the
company in identifying consumer's demand. Product or service – Product or services in this case is the tour packages. Tourist focus
on features of services provided by company. (Lovelock, 2011). Quality of product and
services are point of attraction for consumers. They look for quality of services such as
travel facilities, stay facilities, etc. and this helps the organization in arranging facilities
according to customer demand for particular location.

 Satisfaction – Main aim of every company is to satisfy their consumer in order to gain
loyalty and create positive image of the company. These results to attract new consumers
in future.
1.2 Impact of marketing environment on business and destination
Marketing environment at Edinburgh is very favourable for business and traveller. This is
the second most popular tourist destination in UK; millions of overseas tourist visits this
destination in a year. Tourist at this place contributes large part in the economy. This destination
is connected with all transportation system. These help in attracting visitors form whole world.
Marketing environment include micro environment, market (within the industry) environment
and macro (external) environment (Wright, 2014). This affects both travel and tourist business
and tourist destination. The main impact is as follows: To attract more tourists – Marketing environment at Edinburgh helps the travel business
in positive way because it connects with whole world locations so tourist can easily travel
here. These help in providing security to tourist so that they can feel secure and can travel
more to such destinations. To generate more revenue – Favourable marketing environment helps in attracting more
tourist and it assist the business in generating more revenue and helps the destination in
providing employment to local peoples.
 Satisfaction to the tourist – Marketing environment help in satisfies tourist easily by
providing them favourable market conditions (Hollensen, 2015). It helps the business in
getting repeated tourist and for the destination it is long term income source.
1.3 Factors affecting consumer motivation and demand
Consumer behaviour is an important aspect in marketing of tourism. Consumer
motivation and demand can be influenced by many factors. These mainly include following
factors: Personal factors – These are also known as psychological factors which include beliefs,
personality, attitudes, perceptions, age, family, life style and profession of particular
tourist and these are the factor which might affect the motivation and demand of that
person about particular location (Hartley and Claycomb, 2013). All people have different
taste and preferences and these play important role in selection of product and services.