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Marketing in travel and tourism in thomas cook

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Added on  2020-01-07

Marketing in travel and tourism in thomas cook

   Added on 2020-01-07

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Marketing in Travel and Tourism1
Marketing in travel and tourism in thomas cook_1
Table of ContentIntroduction...................................................................................................41.0Task 1......................................................................................................51.1Discuss the core concepts of marketing for travel and tourismsector.............................................................................................51.2Assess the impact of the marketing environment on individual travel and tourismbusinesses within Thomas Cook Group and tourist destinations with reference toMorocco and Egypt. ...........................................................................51.3 Discuss the factors affecting consumer motivation and demand in the travel andtourism sector. .................................................................................71.4Analyze the principles of market segmentation and its uses in marketing planning atThomasCookGroup............................................................................................82.0Task 2......................................................................................................92.1Analyze the importance of strategic marketing planning for a selected travel andtourism business (Thomas Cook) or tourist destination (either Morocco/ Egypt) ......92.2Discuss the relevance of marketing research and market information to managers inthe travel and tourism sector with reference to Thomas Cook Group..................102.3Assess the influence of marketing on society.............................................113.0Task 3...................................................................................................113.1 Discuss issues in the product, price and place elements of the marketing mix withreference to Thomas Cook’s summer 2018 holidays to Morocco and Egypt. .........113.2Assess the importance of service sector mix elements to the travel sector. ............113.3Apply the concept of the total tourism product to an individual tourism business suchas Thomas Cook..............................................................................124.0Task 4 ...................................................................................................132
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4.1Assess the integrated nature and role of the promotional mix...........................134.2Plan and justify an integrated promotional campaign for Thomas Cook summer 2018holidays..........................................................................................14Conclusion ..................................................................................................15Reference ...................................................................................................163
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Introduction The sector of travel and hospitality is one of the largest contributors to the global economy of theworld. As per the World Travel & Tourism Council (WTTC, 2017) the Travel & Tourism sectorhas directly contributed to 31 per cent of the total world’s GDP in 2016 and the forecast for2017, is a rise by 3.8 per cent. Therefore, the success of the development of the tourism andhospitality industry globally lies in the efficient and strategic marketing principles. Thefollowing context aims at extending discussion on the concepts, principle and role of marketingin the sector of travel and tourism. Based on four tasks, the key factors of marketing applicationto the sector of travel and tourism, the factors affecting the marketing environment, the role ofmarketing in different industries within the sector are discussed. The concepts are analyzed withthe assistance of a case study, assuming the role of the Assistance Marketing Manager for a TourOperator Thomas Cook. The aim is to create a summer 2018 holidays package for tourists tovisit Morocco and Egypt. Task 1 focuses on the underlying core principles in the travel and tourism sector and representsthe assessment of the impact of marketing environment in context of Thomas Cook Group andthe tourist destinations, on consumer motivation and demands factors and the marketsegmentation factors in the form of a management report. Task 2 creates a management reportassessing the role of marketing as a management tool in travel and tourism by focusing on thestrategic marketing planning for the tourism business, the relevance of marketing research andmarket information and in the influence of marketing on society. Task 3 extends a discussion onthe role of marketing mix in travel and tourism sector by disusing the issues of product, price andplace elements with reference to Thomas Cook’s summer 2018 holidays to Morocco and Egypt,assesses the importance of service sector mix elements and the application of total tourismproduct in reference to the case study. Lastly, task 4 addresses the concepts of promotional mixin travel and tourism with the assessment of the integrate nature and role of promotional mix andthe planning of an integrated promotional campaign in the context of the case study. 4
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