Marketing in Travel and Tourism

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing for the travel and tourism sector..........................................1
1.2 Impact of the marketing environment on individual travel and tourism..........................2
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector....3
1.4 Principles of market segmentation and its uses in marketing planning............................4
TASK 2............................................................................................................................................5
2.1 Importance of strategic marketing planning for a selected travel and tourism business..5
SWOT analysis of Thomas cook............................................................................................5
2.2 Relevance of marketing research and market information to managers..........................6
2.3 Assess the influence of marketing on society...................................................................7
TASK 3............................................................................................................................................8
3.1 Issues in the product, price and place elements of the marketing mix.............................8
Covered in PPT.......................................................................................................................8
3.2 Importance of service sector mix elements to the travel and tourism sector....................8
Covered in PPT.......................................................................................................................8
3.3 Concept of the total tourism product to an individual tourism business..........................8
Covered in PPT.......................................................................................................................8
TASK 4............................................................................................................................................8
4.1 Assess the integrated nature and role of the promotional mix.........................................8
4.2 Plan and justify an integrated promotional campaign for a travel and tourism................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
.......................................................................................................................................................11

INTRODUCTION
Marketing has been termed as a term that is very essential in every sector so as in travel
and tourism sector. It is an activity in which company provides quality product and services to its
customers and helps company in increasing its pre-sales and let them increase their profit
(Molina, Gómez and Martín-Consuegra, 2010). This report aims to understand core concept of
marketing in travel and tourism industry. With the increase in trend of travelling in the society
tourism has become one of the essential component of any economy. it is the fastest growing
sector hence contributing to GDP on a large scale. In marketing of tourism sector it is important
to understand customer needs and get information about other competitors in market. Thomas
cook being one of the biggest company in travel and tourism sector has to plan a marketing
strategy so as to get competitive edge over others. Thomas cook have to make cost cutting by
providing customer with some complimentary services.
TASK 1
1.1 Core concepts of marketing for the travel and tourism sector
In order to fulfil needs and demands of consumer, marketing become of the essential
factors in achieving it. It is important to identify the target market and there choices so as to
achieve customer satisfaction. Healthy marketing leads to gain maximum profit from any of its
product or services (Kayar and Kozak, 2010). Importance and potential of travel and tourism
sector has been understood throughout the world as it is one of most profitable business existing
in economy. Thomas cook has been a company that has been providing valuable services to
customers from years. Core concepts include certain elements :
 Needs and demands: Demands and needs varies from customer to customer. In order to
attain success it is important for Thomas cook to understand the desires of people. Apart
from basic needs like food, clothing company needs to provide safety and security to
customers.
 Marketing offers: Marketing offer refers to product or services that is being offered by
the company according to needs of consumer and quality of product. It differs according
to different target section in the society. This customisation of packages can help in
achieving optimum customer satisfaction.
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 Customer value and satisfaction: In order to acquire particular product or service at
certain price customer want maximum satisfaction and Thomas cook aims to provide this.
 Exchange transaction and relationship: This aspect states that to acquire any certain
kind of product or services customer needs to pay price charged by the company. And it
is important that customers gets payback in money or money worth only (Ashworth and
Goodall, 2012). Slightly higher pricing for extra added feature to a package can be
adopted by Thomas cook.
 Market: It is a place where company provides its product or services. Thomas cook
provides its services to domestic as well as international market.
1.2 Impact of the marketing environment on individual travel and tourism
Thomas cook is providing various kinds of packages according to the seasons. Marketing
environment refers to the factors that directly or indirectly affect business of company.
Marketing environment keeps on changing and it needs to be continuously monitored so as to
progress according to the situations. Success or failure of any business is completely dependent
upon the environment that is prevailing for business. There are generally two kinds of
environment internal and external. These both kind of environment needs to be studied so as to
make profit out of business.
Micro environment: It refers to the internal factors that has impact on companies business.
Components of this environment are:
 Customers: These are the primary consumers of the products or services provided by
Thomas cook. Customer needs revolves around the services at reasonable prices (Hudson
and Thal, 2013). Thomas cook needs to provide services that can attain customer
satisfaction.
 Competitors: It refers to the rivals that are present in the market and can poses threat to
the growth and profit margin of company. Their strategies can effect the working
environment and procedures for Thomas cook. It is important for any enterprise to study
the policies made by competitors. Organisation needs to evaluate the extent of threat that
can be presented by various rivals.
Macro environment: It refers to the factors that are present outside any organisation that effects
the working or structure of the company. Components of macro factors are:
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