Marketing in Travel and Tourism : Thomson
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Added on 2020-07-23
Marketing in Travel and Tourism : Thomson
Added on 2020-07-23
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Marketing in Travel andTourism
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Discussing the core concept of marketing for the travel and tourism..............................11.2 Assessing the impact of the marketing environment on Thomson and tourist destinationreference with Turkey and Spain............................................................................................21.3 Discussing the factors affecting consumer motivation and demand in the travel andtourism sector.........................................................................................................................31.4 Analysing the principles of market segmentation and its uses in marketing planning atThomson.................................................................................................................................3TASK 2 ...........................................................................................................................................42.1 Analysing the importance of strategic marketing planning in Thomson.........................42.2 Discussing the relevance of marketing research and marketing information to managers inThomson.................................................................................................................................42.3 Assessing the influence of marketing on society.............................................................5TASK 3............................................................................................................................................63.1 Understanding the role of marketing mix in Thomson summer deals 2019 to Turkey andSpain.......................................................................................................................................63.2 Assessing the importance of service sector mix elements to travel sector. .....................73.3 Applying the concept of the total tourism product to Thomson.......................................8TASK 4 ...........................................................................................................................................84.1 Assessing the integrated nature and role of promotional mix .........................................84.2 Planning and justifying an integrated promotional campaign for Thomson Summer deals2019 holidays..........................................................................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11
INTRODUCTIONHospitality industry is one of the fast growing industry of the world and iswholly service based industry to satisfy the need and demand of the customers. Thisindustry in itself consist of many other industry like that of hotels, restaurants andtravel and tourism. In the role of Assistant Marketing manager at Thomson it isdiscussed importance of the strategic marketing planning. Marketing in tour and travelindustries include doing the promotion of the service Thomson is providing to itscustomer. As Thomson is a tour operator working in UK and planning a summerholiday in 2019 to Turkey and Spain. This marketing is also effected by marketingenvironment which include both micro (employee, management, and the otherdepartments) and macro (government, economic factor and natural factor).TASK 11.1 Discussing the core concept of marketing for the travel and tourism.As the travel and tourism is wholly a service based industry and in this industryto satisfy or fulfil the needs and demands of customer is of utmost importance. And tosatisfy the need and demand of the customer applying the marketing concept is veryimportant. Hospitality industry include sectors such as hotels, restaurants and travelagencies and in Thomson tour operator working in UK and planning a summerholiday 2019 to Turkey and Spain (McCombes, Vanclay and Evers, 2015). Thetourism industry mainly depend upon customer satisfaction and is customer orientedindustry where it is very essential to marketing of the ravel agency. It follows the dualcore of marketing which indicate the first job of marketing is to identify the need ofcustomer and then increase the wants by various forms of promotional activities. As in the hospitality industry there are no tangible products and only there arethe services which are intangible and customer can only feel them. In hospitalityindustry peoples are the main essence of the company and in Thomson agency also thepeople are the main resource through whom the can increase the profits (Laws, 2011).The concept of tourism depend on the people working in the industry and for whomthey are working for i.e. the customer.1
1.2 Assessing the impact of the marketing environment on Thomson and touristdestination reference with Turkey and Spain.With marketing the industry can grow in a better pace and also develop cangrab the market as the tourism industry is growing very rapidly. As Thomson is aboutto start the tour package of summer 2019 in Turkey and Spain so it seriously needs todo the promotion of this holiday package to attract as many as customer as it can fromaround the world. And there are many factors both external and internal which affectthe marketing in the tourism industry. Micro or internal factors of company whicheffect the company from within like the employees, management, policy, alldepartments and the product or service of company (Kozak and Baloglu, 2010).Macro or the external factor which are effecting the company from outside like thegovernment, economy, natural forces and the culture of the country.Employees- the employee of the tourism industry are the main essence of thesector as they are the one who actually interact with the customers' viatelephonic or physical communication. In the industry the people aspect ofmarketing mix 7P's are the most important and they are the internal factorwhich impact the marketing environment on Thomson.Management- they are also the internal or the micro factor affecting theindustry and the marketing (Kim, Schroeder and Pennington-Gray, 2016). Asthey are the one who make the plan and the policy regarding the customer andhow to attract them to satisfy their needs.Economy- this is the macro or the external factor which affect the marketingenvironment as the economic condition of a country also effect tourismindustry.Government- the policy made and changed by government effect the tourismindustry as they are working on these policies only.1.3 Discussing the factors affecting consumer motivation and demand in the travel andtourism sector.As the customers are the main essence of any industry especially in the tourismindustry. So to satisfy the customer need and demand to motivate them are considered2
in marketing the new tour packages in the industry. The factors which affect theconsumer demand and motivation in the travel and tourism sector will be included theexperience of the tourist, intangible elements i.e. service provide by company, holidaypackage, attitude and emotional expectation of the tourist (Kaur, Chauhan andMedury, 2016). The level of motivation is measured by the number of touristinterested in visiting the destinations with the company in the available package ofholiday.Experience of tourist- if the experience of the tourist with the company's lastpackage and last tour was not good at all the customer will certainly not beinterested in the present package as well. Despite of the fact that the newpackage is very good and cost effective as well but the customer will not beready to come.Service of the company- the service of the tourism sector must be very good asconsidering this service only the customer will be attracted (Montenegro andet.al., 2014). Holiday package- the package which the company is providing the customersshould be very cost effective and should not be very expensive that thecustomers are not able to afford it.1.4 Analysing the principles of market segmentation and its uses in marketingplanning at Thomson.Segmentation means dividing the customers in the market on the bases of agegroup, economical factor, geographic factors, etc. (Jarvis, Stoeckl and Liu, 2016). Theprinciple of market segmentation are benefit segmentation, usage segmentation andbehavioural segmentation depending on the type of market in which the company isoperating.Benefit Segmentation- this type of segmentation is based on the benefits thecustomer is deriving from the use of the product and services of a company. Isbenefit segmentation will help Thomson to do the marketing planning like how3
will it benefit customer from the purchase of its holiday package of summer2019 at Turkey and Spain.Usage Segmentation- this type of segmentation will be divided in to the usageand how often the customer will be using the product or service of the company(Gudlaugsson and Magnússon, 2012). Categorising in to those who use theholiday package more, those who generally go on a holiday personally andthose who are not at all interested in the holiday package system.Behavioural Segmentation- based on various behaviours of the customers likepersonality and behavioural traits. Behavioural segmentation includesactualizes, fulfiller, achievers, experiencers etc.TASK 2 2.1 Analysing the importance of strategic marketing planning in Thomson.To do planning in every industry is of utmost importance as without planningthe company will not be able to understand what it need to achieve and how will itachieve the set market objective. Strategic marketing planning for tourism industry isalso needful as what it will be marketing in the market and will it be doing so (Croy,2011). The strategic marketing planning for Thomson will lay emphasizes on quality,efficiency and effectiveness in the marketing planning. The tourism marketing planning will include analysis of past plan, research ofthe market, strategic positioning, marketing plan development and training, thenimplementation of plan and at last the evaluation of the plan. Without this marketingplanning Thomson will not be able to achieve its goal and the holiday package ofsummer 2019 at Turkey and Spain will also not be successful. 2.2 Discussing the relevance of marketing research and marketing information tomanagers in Thomson.In the process of marketing planning market research and collecting the marketinformation is also very important. As Without doing the market plan goal could notbe achieved likewise market research and collecting market information is veryessential. 4
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