Report on Concept of Marketing in Travel and Tourism
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Added on 2019-12-03
Report on Concept of Marketing in Travel and Tourism
Added on 2019-12-03
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MARKETING INTRAVEL And TOURISM1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK ..............................................................................................................................................31.1 Discuss the core concept of marketing for travel and tourism sector ...................................31.2 The impact of marketing environment on functioning of Thomas Cook and touristdestinations..................................................................................................................................61.3 Factors affecting consumer motivation and demand in travel and tourism sector. ..............71.4 Principles of market segmentation and it uses in marketing planning .................................8TASK 2............................................................................................................................................92.1 Importance of strategic marketing planning for Thomas Cook ............................................92.2 Discussing the relevance of marketing research and marketing information to manager...102.3 Influence of marketing on society ......................................................................................11TASK 3..........................................................................................................................................123.1 Discussing the issues in product, price and place elements of marketing mix....................123.2 Importance of service sector mix elements in travel and tourism sector.............................143.3 Applying the concept of total tourism product to individual tourism business ..................15TASK 4..........................................................................................................................................164.1 The integrated nature and role of promotion mix ...............................................................16CONCLUSION .............................................................................................................................18REFERENCES..............................................................................................................................192
INTRODUCTIONTravel and tourism is the most growing sector of the economy. It contributes to GDP withthe 10 % of total GDP. Also, it is the highest growing segment as compared to automation,health, financial service etc. Further, it also contributes in employment generation by providing 1in 11 jobs for the world economy 9 (Economic impact of travel and tourism. 2015). Therefore, ithas the highest growth opportunities with the high possibility of enhancing total revenue andforeign exchange earnings. However, all these factors have led to increase in competition forvarious organizations in travel and tourism sector. In this report, various aspects of marketing intravel and tourism will be studied in the context of provided case scenario. In this respect,Thomas Cook, a leading travel agency of UK is intending to provide a holiday package ofsummer 2016 to visit Morocco and Egypt. Therefore, the impact of marketing environment ofEgypt and Morocco on the business of Thomas Cook will be studied. Further, an attractivepromotion plan to draw attention of customers towards Thomas Cook summer 2016 holidays toMorocco and Egypt will be designed. TASK 1.1 Discuss the core concept of marketing for travel and tourism sector Main rationale behind studying the core concept of marketing is that it helps inunderstanding the needs and preferences of customers and offering products accordingly.Further, the key core concepts of marketing are explained as follows:3
Needs, wants and demands: This aspect states that needs, wants and desire vary fromcustomer to customer. To remain competitive and successful, it is important for businessenterprise to understand the needs and preferences of customers and design productsaccordingly. Various needs of individual are physiological, safety, social, esteem andself-actualization. Physiological needs refer to basic the needs of individual in terms offood, shelter and clothing. Thereafter, safety needs are related to job, health security etc.Considering this aspect, Thomas Cook is required to provide security to tourist while theyare traveling. Whereas, social refers to need of sense of belonging, friendship and lovefrom coworkers, friends and family. Further, esteem needs is regarded to the need ofrecognition, achievement and respect from others (Carney, 2005). Thereafter, self-actualization refers to the need of recognizing potential and ensuring self-growth etc.Therefore, company can design its products and services as per the needs of customers.For instance, individual requires to fulfill its social need by spending time with its closefriends. Therefore, Thomas Cook can design and offer attractive travel package for itsconsumers. Further, wants refer to the requirement of specific service that customer iswilling to purchase. For instance, customers want economic travel services, thancompany should provide budget packages to consumers. Further, demand refers to the4Illustration 1: Core concept of Marketing(Source:Marshall and Villiers, 2015)
circumstances where individual is ready to buy a product and has purchasing powercapacity (Hall and et. al., 2012). Therefore, there are customers who are willing to buyluxurious travel services with the best quality service. Therefore, company can offer highend services to such consumers. Marketing offer: Marketing offer regards to products and services that are offered bycompany as per the needs and requirements of consumers with regards to quality,quantity, price and demand (Wong and Song, 2012). Therefore, it involves differentproducts and services offered by company to the diversified range of consumers in orderto satisfy their needs and retain them in future. In this respect, Thomas Cook can designcustom made travel packages by considering the needs of consumers.Customer value and satisfaction: With this aspect, company ensures that customer getsvalue and satisfaction in terms of product for price paid by him/her to acquire suchproduct or service. Further, value of services offered by Thomas Cook can be determinedon the basis of customer satisfaction. Exchange transactions and relationship: This aspect states that to acquire neededproduct, customer is required to pay price charged by company. Thereafter, it isimportant for consumer to exchange offerings for money or money; worth only. Further,Thomas Cook can charge little higher price for offering custom made tour packages tothe consumers.Markets: It refers to place where company wants to offer its services. Further, marketcomprises of respective consumers who are having specific needs and consenting toexchange to satisfy such needs (Singh, 2008). Thomas cook provides its valuableservices in the domestic as well as international market with the aid of globalization.Further, the potential threats and opportunities of target market must be analyzedproperly before making a decision of offering services. For instance, there is rise interrorism in Egypt and Morocco which is causing threat for tourist. Also, the attack onMalaysia Jet Airline by terrorist is factor that can forbid customers to take tour packageof Egypt and Morocco. Thereafter, the Paris attack the risk of terrorist attack onMorocco are increased. In addition to this, in 2011 there was attack of famous touristdestination Marrakesh which states that it is not feasible for company to offer tour5
package for Morocco and Egypt. Therefore, Thomas Cook can look for other countrieswhere tourist can feel safe and secure like, Japan, Finland, Denmark etc which are rankedas peaceful countries (Peaceful countries. 2014). Marketer and prospects: The term marketers refer to individual or company whosemain aim is to provide various goods and services to customers by persuading them tomake purchase. Thereafter, prospect refers to the potentiality of marketing opportunities.Therefore, marketing depends upon the ability of marketers to influence customer’swilling to make purchase (Czinkota, and et. al., 2009). 1.2 The impact of marketing environment on functioning of Thomas Cook and tourist destinations.Since, its inception that Thomas Cook is planning to offer new summer package to itscustomer for visiting beautiful and serene countries like, Egypt and Morocco. Therefore, it isimportant for company to study various factors such as macro and micro factors that impact onthe functioning of organization. Micro environment: It refers to the impact of internal factors present within the organization.Key micro elements that can influence the business of Thomas Cook are explained as follows: Customers: They play a crucial role in the success of organization as they consumeservices offered by company and generate revenue (Carney, 2005). Major needs ofcustomers are to obtain information and get ethical product along with the availability offair services at reasonable price and with the best quality. These factors help in enhancingthe satisfaction level of customers. Therefore, Thomas Cook should consider the needs ofcustomers while offering services.Competitors: It refers to the major rivals of company and strategy adopted by them. Toensure survival in this competitive business environment, it is important for ThomasCook to consider marketing actions and pricing policy adopted by rivals (Mehmetoglu,and Normann, 2013). Organization should determine the extent of competition in Egyptand Morocco and the local service provider that can directly impact the functioning ofcompany. 6
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