Tourism Marketing Challenges and Strategies

This assignment delves into the multifaceted world of tourism marketing. It examines the inherent challenges faced by tourism businesses in promoting their destinations and services effectively. The analysis covers factors such as cultural values, social marketing principles, online marketing strategies, and the evolving landscape of the travel industry. The focus is on understanding how these challenges can be addressed through innovative and effective marketing strategies.

MARKETING IN TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
P1.1 Core idea of marketing for the travel and tourism segment ...............................................1
1.2 Influence of marketing environment on individual travel and tourism business..................2
1.3 Components that may affect customer motivation and demand in the travel sector.............2
TASK 2............................................................................................................................................3
2.1 Analysis about the significance of strategic marketing planning for a selected travel and
tourism business..........................................................................................................................3
2.2 Discussion on the marketing research and market information for manager in the travel
and tourism sector.......................................................................................................................4
2.3 Assessment about the importance of marketing on society..................................................5
TASK 3............................................................................................................................................6
3.1 Discuss issues in the product, price and place elements of the marketing mix with
reference to First Choice Summer Deals 2019 to Spain and Turkey..........................................6
3.2 Assess the importance of service sector mix elements to the travel sector ..........................7
3.3 Apply the concept of the total tourism product to an individual tourism business ..............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 First Choice Summer Deals 2019
holidays.......................................................................................................................................8
CONCLUSION................................................................................................................................8

INTRODUCTION
In the travel and tourism sector, marketing plays a very crucial role by which
organization can introduce and promote its services in the market. In the current report, TUI
group is going to plan the summer holiday 2019 camp in Turkey and Spain so it is very
important for cited venture is to understand the marketing concept and strategies so as it can
successfully meet its objective (Anwar and Sohail, 2004). Marketing is one of the travel by
which firm can draw in huge quantities of customer. It is a procedure under which company
present and advance its business item and services in the market and obtain them toward the
company. The introduce report gives the detail information about the essentialness and idea of
promoting with deference of travel and tourism area. In this report, marketing is exceptionally
fundamental since company can convey data about the services just with help of powerful
approach of marketing. The significant target of this task is to comprehend the arranging and
idea of marketing in the travel and tourism division.
P1.1 Core idea of marketing for the travel and tourism segment
Marketing is about comprehend the necessities and needs of customers and in addition
translate the reasons of choice of items or services which they select to utilise. In this unique
circumstance, center idea of marketing in travel and tourism industry are as per the following.
Customer requirement: In travel and tourism segment, need, request and needs of the
customers are most vital.The necessities and needs of voyaging and visit for unwinding and
stimulation, the request of travel and tourism in individuals have expanded.
Product and markets: In travel and tourism division, the items are as services and they are
immaterial. There are numerous sorts of travel company’s in UK which are putting forth unique
occasions bundles for Turkey and Spain. In this respects, organizations are additionally building
up the market and make different divisions (Doolin, Burgess and Cooper, 2002).
Value and customer satisfaction: Value of item and consumer loyalty, both are subject to each
other. In travel and tourism, if a traveler gets estimation of his cash then it will raise his
fulfillment level consequently.
Exchange process: It is a base of promoting which influence travel and tourism. On the
off chance that trade of services does not occur then it will have effect on deals and benefit of
travel company’s. In this way, it has required to kept up the trade procedure of services of travel
and tourism and cash of customers.
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1.2 Influence of marketing environment on individual travel and tourism business
The organization have to a great extent influenced by the marketing condition which is
partitioned into two situations that is large scale and smaller scale. Following are major element
of the marketing environment that can influence TUI group plan regarding Turkey and Spain
 Demographic-This part is identified with customer age, sexual orientation, occupation,
training, way of life, salary level, social esteem and so on. These components can to a
great extent influence the matter of TUI Group in this way it is imperative for
organization to consider this part while it gets ready for arrange visit bundle for Turkey
and Spain. For instance, youth would more be able to wants to visit the place of Turkey
and Spain
 Political-This factor incorporates administrative tenets, direction, enactment,
conventions, implicit rules and so forth. TUI Group need to think about these
arrangements and set of accepted rules while it get ready for business in the market
(Kotler, Bowen and Makens, 2006).
 Technological- With a specific end goal to work the business, innovation is critical factor
which utilized as a part of each practical division like promoting, activity, organization,
back and so forth. Significantly, with a specific end goal to convey and advance the travel
and tourism services, innovation assume an exceptionally urgent part.
 Economical- The economic factors refer that affect consumer purchasing power and
spending patterns, in simple way company should never start exporting to a country
before having examined how many people able to spend.
 Social Culture- The social culture factors links to factor that affect society basic value,
Preferences and behavior.
Micro analysis environments- A micro analysis environment in marketing includes all those
micro factor affects business strategy. And micro environment factors include customers,
suppliers, competitors, employees, shareholders. Those are following micro factors:
 Customers- The customers are the Central part of any business as they tend to attract and
retain most of the customers to generate revenue, customers can directly attach to the
market, the customer are the most important part of any business because the customers
can buy and selling goods and services.
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 Suppliers- The suppliers provide materials for production, action of a supplier can
influence the business strategy. The suppliers have also the main role in business, they
supply goods and services to customers and organisations.
1.3 Components that may affect customer motivation and demand in the travel sector
In the travel and tourism area while any customer buys the services at that point there are
different variables which can influence inspiration level of customer. It is vital for TUI Group
Company to comprehend different segments that influence inspiration level of customers
(Álvarez, Martín and Casielles 2007). These components are as per the following-
Price Factor- This is exceptionally critical factor which is identified with wage level of
customer. While any customer selects the goal for going to, customer will think about cost and
costs of that specific goal and services.
Mental Factor- Customers recognition, intrigue, states of mind, contemplation and so on can
simply influence their acquiring propensity. A large portion of the customer likes to visit on
provincial place while youngsters get a kick out of the chance to visit on excellent and clean
place Accordingly unique view of customer can influence their inspiration level while they select
goal in this travel and tourism division.
Freedom from threat and danger- Individuals likes to visit on that place where less danger of
dangers and unverifiable risk. Customer do not want to visit that place where the risk of danger
of their life. They want secure, safe and peaceful space for visiting.
Social factor- This involves factors like family, status and reference groups as well as distinct
roles played by an individual in the society affecting the buying choices of people to a great
extent.
Cultural factors- This is stated to be yet another influential factor motivating the customers in
choosing a specific product or service. It however has a huge involvement of the society in
affecting the personal beliefs of an individual by together considering the social norms and
cultural traditions, etc. Also, it varies from one culture to another and accordingly impact the
purchase behavior of consumers.
1.4 Analyses the principles of market segmentation and its uses in marketing planning
Market segmentation is very important concept in the marketing under which company
divides the entire market into the several small segments. This concept assists to the corporation
in gaining the market share, raising profitability etc. There are major four types of market
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segmentation that is demographic, behavioral, psycho graphical and geographical segmentation
As per the given scenario, TUI group has used the two kinds of market segmentation that is
demographic and psycho graphic.
Principle of marketing segmentation plays an important role in the marketing planning at
TUI group. According to the given case it has founded that TUI group wishes to create a summer
2019 holiday to visit Turkey and Spain. For this purpose there is very essential requirement of
systematic marketing planning. In the event that organization centers around the specific
fragment of market for grow their business, it will build the aggressiveness of that specific
organization. For instance if organization are concentrating on youngsters,its mark review and
value with youth will be high If TUI centers around showcase fragment it will grow the business.
Geographic division is one sort of division where extension is promptly conceivable. Through
partition the market as indicated by topographical premise, organization can without much of a
stretch access the precise needs and request of the client in that specific area. Organization can
extend its productivity through market division. Segmentation to knowing the economic situation
organization dependably convey that capacity and procedure which is more gainful for specific
section. Market division serves to Thomas cook in lessening the market hazard on the grounds
that segmentation to knowing the economic situation like where, why, what , how, and to whom
an item, administrations or brand will be promoted.
TASK 2
2.1 Analysis about the significance of strategic marketing planning for a selected travel and
tourism business
In the travel and tourism sector, strategic marketing planning plays a very significant role
by which manager can design the proper structure of the report. With help of strategic
management planning process, company can easily develop a systematic marketing strategy for
achieve determined objective within the Travel and Tourism sector (Sheresheva and Kopiski
2016). By use of this tool, company can collect the marketing information so as right practices
regarding the marketing can develop. In addition to this, strategic marketing planning helps to
corporation in identify where the business should operate, who will target market, what product
and services will serve in the market etc.
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The TUI group can use SOSTAC model for develop strategic marketing planning. This
technique assists to manager in design a systematic planning for business. This model is
discussed below- Situation- In this phase company conduct the business environment analysis and
marketing analysis for assess the situation. By help of this phase, corporation can easily
assess the actual economic condition of the market and develop the practices and
strategies accordingly (Leung, Xue and Bai, 2015). TUI group can analyze the situation
of market and business environment in the Turkey and Spain because it is going to
introduce the campaign of summer holiday 2019 in Turkey and Spain. Objective- Once the market and business environment condition is systematically
analyzed then in the next stage, corporation develops a significant goal for business. In
the case of TUI group, its major objective for organize summer holiday 2019 in Turkey
and Spain is to earn maximum profitability and market share in the same destination. It
desires to attract the large numbers of traveler and meet their expectation regarding
destination and traveling services (Wu and et.al., 2016). Strategy- Once the objective and goal have been set then in the next phase company
designs strategy and practices accordingly. Strategy should be match to the actual
objective of business. In the TUI group, company will design the strategy to promote and
introduce the campaign of summer holiday 2019 in Turkey and Spain. Tactics and action- While the marketing strategy will develop by TUI group for Turkey
and Spain summer holiday camp then in the next stage company will implement the
strategy by use of effective tactic's and activities.
 Control- It is very important for TUI group to monitor and control the activities and
planning for organize Summer holiday 2019 in Turkey and Spain. By use of impressive
techniques of monitoring and controlling business unit can effectively control the
activities and programs.
2.2 Discussion on the marketing research and market information for manager in the travel and
tourism sector
Market research is a methodical procedure of gathering, dissecting, looking at and
deciphering the data identified with the market and its pattern. This procedure to a great extent
help to the manager of TUI Group keeping in mind the end goal to assess and interpret the data.
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Following are some significance for manager of marketing research with regards to TUI Group
are as per the following-
Marketing research can ensure the accomplishment of advertising efforts- Market research is
essential process for director of TUI aggregate to discover the opportunity of business. With help
of marketing research, manager can successfully distinguish and examine the buyers demand
about the services and commodity in the travel and tourism sector. Besides, it additionally helps
to referred to organization in analyzing the organization picture and accessible rivals in the
market (Khoshkhoo and Nadalipour, 2016). By help of marketing research, manager of TUI
group can easily investigate the information about the available competitors and customer
requirement regarding the services and product of travel and tourism. By acknowledge customer
demand, competitor’s numbers and their strategy, TUI group can easily develop its own
systematic strategy and business practices that assists it in addressing business objective.
Decrease the vulnerability and hazard factor-With help of the promoting research,
administrator of TUI gathering can without much of a stretch gauge the cost and hazard related
with showcasing arranging. By ideal usage of accessible assets and build up a precise
showcasing arranging, refereed to wander can without much of a stretch diminish the extra cost
of business. While company conducts the market research then it can able to know the existing
as well as future strategies of rivals regarding the business. Furthermore, it can also identify
economic condition, technological, political, environmental components which affects the
business practices and situation (Jalilvand and Samiei, 2012). By identify several risk factors and
situations, company can develop effective tactics and adopt effective actions for survive in this
situation. Thus, it can be said that marketing research is an effective tactic for overcome the
hazard and risk associated with business.
Provide relevant data or information- With help of market research, manager of TUI group can
undoubtedly gather the significant data and give the powerful offices to visitor or travelers.
Besides, this exploration likewise help manager in taking the business choice with respect to
request, supply, procedures, activity and so forth. It assists to identifying customer demand,
expectations and choices regarding the travel and tourism sector.
2.3 Assessment about the importance of marketing on society
Marketing has great significance within the society for customer as well as organisation.
With assistance of the marketing, organisation can easily introduce and promote its business
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product and services in front of customers (Bowtell, 2015). Marketing can also assist to company
in get touch with customers and develop healthy relationship with them. It aids in developing
public relation and generate customer interest regarding the product and services
In order to influence customers for purchase the tickets of summer holiday 2019 in
Turkey and Spain, TUI group is using the effective techniques and tools for marketing through
which it can easily promote and advertise its services in the market (Cross, Belich and Rudelius,
2015). Cited venture can provide all relevant information regarding the tour destination,
accommodation, summer holiday package, date, price etc., to its customer by help of marketing.
In order to engage with marketing company can use several methods like social media, online
advertisement website etc. There are various benefits of marketing which are discussed below-
Provide information to customers regarding product and services- This is the main benefit of
the marketing for corporate by which firm can inform to customers regarding product and
services. In the society customer can get the detail knowledge and information about its process,
features, distribution, supply chain etc., with help of marketing practice. Thus, it can be said that
with help of marketing company can easily promote product and services in the market. If
company do not use the ways and techniques of marketing, then it cannot able to inform
customer about the product and services. Thus, it can be said that with help of marketing,
company provide the detail knowledge and information about commodity and its updates
regularly basis.
Enhance living standard- With help of marketing, organization additionally give the approaches
to enhance their expectation for everyday comforts. The data gave by TUI Group in regards to
the visit in urging individuals to find out about Turkey and Spain which is some place enhancing
the expectation for everyday comforts and information of individuals.
According to the above dialogue it has been found out that there are different sorts of
advantages of the advertising in the public (Liu and Chou, 2016). Notwithstanding, sometime
this promoting give pessimistic effect on the general population. The negative effect of
marketing is as per the following-
At some point numerous organizations misuse of the marketing procedure like they show
great picture and presentation about services or item in front of clients in the commercial and
advancement however in genuine these services are not match to reality. TUI group is
demonstrating true data to its client so as they can aware about it (Morello,2016).
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TASK 3
3.1 Discuss issues in the product, price and place elements of the marketing mix with reference
to First Choice Summer Deals 2019 to Spain and Turkey
As per the scenario, TUI group is going to organize summer holiday camp 2019 in the
Turkey and Spain country. In order to launch this new travel and tourism service it is very
important to focus on the marketing mix element (Ajagbe and et.al., 2015). It is very important
aspect in regarding marketing by which corporation can effectively understand that how the
product in being launch, in which prices, who will customers, which will location and place for
promotion etc. Thus with help of marketing mix element, company can easily identify the
product, price, place and promotion for its product and services. Following are some issue
associated with marketing mix which affect TUI group-
Product issue- There are several kinds of product and services offers by the TUI group like
flights, hotel, accommodation, traveling, visa, passport etc. However, it faces various kinds of
issue in the market-
 Different languages- In the travel and tourism sector, company may face the issue
regarding language because there are various travelers comes from the different nations
and countries so it is quite difficult for employees to understand their meaning. Customer classification- There are several kinds of customers in the TUI group and they
required various commodities (Osuagwu, 2016). Thus, it may very complex to
understand the customer requirement and deliver services accordingly.
Price issue- It is very important for company to set the price of product and services in such
manner as customer attract automatically. In order to set the price of service, it is very important
to analyze economic condition of country. Sometime it is quite difficult for corporation to select
appropriate price for travel service (Plinke, 2015). Company have to conduct effective market
research for identify the competitor's product prices so as it can develop its own competitive
advantage in the market.
Place issue- This is another major issue in the marketing mix by which face by TUI group at the
time of organize the event for summer holiday 2016. At the time of selecting place of traveling
and tourism, company have to focus on the safe and security aspect (Yousaf, 2016). Customer
always prefers to visit the place which is free from danger thus company have to select that
location which is free from danger, attractive, beautiful, natural, entertaining etc.
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3.2 Assess the importance of service sector mix elements to the travel sector
Service marketing mix is utilized by the businesses to pass on their hierarchical message to the
clients. The principle components of the services segment blend are individuals, process and
physical confirmation. Individuals assumes fundamental part in arranging, creating and
actualizing showcasing techniques for the Egypt and Morocco summer occasion event. The
movement operators, guides, staff of lodgings, eateries, and so forth helps organization in
giving quality services to the travelers (Chandon, Laurent and Valette-Florence, 2016).
Advertisers helps firm in understanding the desires of the clients by directing studies and other
research. Additionally, deals staff helps in managing clients and keeping up great relations with
them. Vacationer manage chose by TUI Group help's motel making the outing engaging and
vital for the travelers. Impressive communication ad interaction with the general population
enables the firm in making great brand to picture and market position. This operational
procedure by and large depends the size and structure of the movement and tourism
organization. TUI Group gives the data identified with the visit on the advantageous places so
individuals can get all the data about it. Alongside it, firm consents to the agreements and
arrangements, designs the expenses for tickets, utilizes electronic reservation framework for
booking tickets, and so forth. These everything helps in dealing with the operational procedure
adequately and fittingly.
The main thing of travel ad tourism sectors is to have appropriate operational process. This
operational process generally depends the size and structure of the travel and tourism company.
TUI group provides the information related to the tour on the convenient places so that people
can get all the information about it.
Physical Evidence consists of the comfortable seats, designs of the hotels and resorts,
natural beauty of the destinations, public utilities, information related to the rules and
regulations and many more. These all tourist attractions helps TUI group in providing quality
services to the passengers and satisfying them. The proper information of tourism products on
the brochures helps firm in providing all information about the trip to the passengers.
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3.3 Apply the concept of the total tourism product to an individual tourism business.
The concept of total tourism is referred to a technique in which the tourism department
fulfil both primary and secondary needs of tourists (Bowtell, 2015). All tourists need satisfactory
travelling experience which is being fulfilled by the tourist department. The primary needs are
the tourist needs which urge a person for making a tourist trip with the intention of satisfying the
same. On the other hand, the secondary needs would cater to when the decision of travelling
takes place.
Thus the total tourism product offered by TUI will be incorporated by both tangible and
intangible things such as proper flights, food facilities, exclusive hotels and cars as well as buses
services. Whereas the intangible services or product offered by TUI for Turkey and Spain tour
will include the sightseeing destinations, and traveller’s experiences (Hampton and Lane, 2015).
Though the core product rendered by TUI will be the travelling package from Turkey to Spain
and back again which will incorporate total cost, duration in terms of days and various places to
be visited.
The total tourism product is a tricky task to be accomplished by the tour operators of TUI
as it will incorporate various things whose success will decide their future. The TUI has a main
responsibility to take care of the diverse group of people starveling with them and their safety is
of foremost importance. The total tourism product thus includes all the needs irrespective of their
nature and when they will arise (Chandon, Laurent and Valette-Florence, 2016). The tourism
package offered by TUI for Turkey and Spain will include all those services such as and
experiences which enhances customer satisfaction.
There are three level of products that is core value, actual product and augmented product-
The core product- The core product is the actual product which have a very slight differentiation
between them but it is vital that marketers understand this differences. In the context of TUI
group for Turkey and Spain it provides effective customer satisfaction and experience.
The actual product- The actual product is the one which is manufactured after a decision has
been taken on what your core product is going to be. The will include both to and fro from
Turkey and Spain, inclusive of total stay arrangements, food travelling destinations etc.
Augmented product- The augmented product rounds of the three levels of products that is being
build around the core value and the actual product. It is simply provide extra customer services
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and benefits. The varied and exclusive services thus rendered will be termed as the total tourism
product offered by TUI.
TASK 4
4.1 Assess the integrated nature and role of the promotional mix
The promotional activity undertaken by TUI comprises of various advertisement and
news in magazines which will enhance their sales and in turn revenue generation. These
promotional mix are:
Advertising: The term advertising in context of tourism refers to promotion of packages either
on Television, newspapers, magazines, print media etc. The TUI extensively engages in
promoting various destinations with a proper cost structure through various sources in order to
increase its sales (Bowtell, 2015).
Personal Selling: Personal selling where face to face interaction is involved is the most
traditional method of selling. The TUI incorporates personal selling form of promoting its tour
packages by visiting places and showing brochures to impel customers to travel with them.
Sales promotion: TUI also engages in promoting through sales promotion which shows sales
figures and impel customers to travel with the company to enhance their travelling experience.
Public relation: In this the company provides information about its product and services and
influences customers by showing pictures of exotic places of holiday and provisions of
hospitality which would be rendered by the company to its customers.
Direct marketing: It is basically being a channel where the advertising allows the business or
any other type of organisation to communicate straight with the consumer or people who get
affected by the product or services (Chandon, Laurent and Valette-Florence, 2016).
Corporate image: The image of an organization plays an important role when it comes to tour
operators. TUI being a leading tour operator providing exclusive hospitality services to its
customers which at times help the company by word of mouth publicity.
4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals 2019
holidays.
As per the given scenario, TUI group is going to organize summer Holiday
2019 in the Turkey and Spain. In this aspect it is very important for the company to develop
systematic strategic planning so as it can effectively operate and carry out its activities and
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functions in more effective and efficient manner. In order to organize this event, TUI group have
to select specific market segment where it will operate the business. TUI group will select middle
income group of customers. It will set the strategy of price according to the income group of
customers so as they can easily afford this services and package. Once the price set for the
services then company will focus on the promotion strategy (Hampton and Lane, 2015). It is
very important for the corporation to select such promotional and advertisement strategy by
which it can provide complete information to customer regarding the summer holiday 2019
camp. Cited venture will select online marketing and social media strategy for advertise the
camp. TUI group will generate the online web page on the internet and Facebook through which
it can effectively promote its service to customers. Company will use attractive discount policies
through which it will more advertise its service in the market and attract large number of
customer. It is very significant for the TUI group to develop the systematic planning for the
promotion and advertisement of the Summer holiday 2019 camp in Turkey and Spain so as it can
attract large number of people.
Personal selling- TUI group will develop a marketing team for promote and advertise its product
and services in the market. These team member will help to meet the demand of customers in
the market by deliver effective information about the product and services.
Advertisement- TUI group will use digital method for advertisement like social media and
company own web page by which it will communicate with customers and inform them about
the product and services.
CONCLUSION
By this entire report it has been summarized that marketing is very significant activity in
the present time by which company can easily introduce the commodity and services in front of
customers. There are several techniques and criteria to promote an advertise the product and
services in the market. TUI group is going to organize the summer Holiday 2019 in the Turkey
and Spain so by use of market research it can easily identify customer requirement and
expectation regarding traveling services. It has been also concluded that
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