Concept of Marketing for Travel and Tourism Sector (DOC)
Added on 2020-06-04
18 Pages4911 Words89 Views
MARKETING IN TRAVEL ANDTOURISM
CONTENTSINTRODUCTION.......................................................................................................................................1TASK – 1....................................................................................................................................................11.1The core concept of marketing for travel and tourism sector.......................................................11.2Assessing the impact of the marketing environment on First Choice and tourists destination Spain...........................................................................................................................................21.3Discuss the factors affecting consumer motivation and demand..................................................31.4Analyzing the principles of market segmentation and its uses in marketing planning at First Choice.........................................................................................................................................4TASK – 2....................................................................................................................................................42.1Analyzing the importance of strategic marketing planning for a First Choice or tourist destination Spain.........................................................................................................................42.2Discussing the relevance of marketing research and market information to managers in the travel and tourism sector with reference to First Choice..............................................................52.3Assess the influence of marketing on society...............................................................................6TASK – 3....................................................................................................................................................73.1Discussing issues in the product, price and place elements of the marketing mix........................73.2Assessing the importance of service sector mix elements to the travel sector..............................83.3Applying the concept of the total tourism product to an individual tourism business such as FirstChoice.........................................................................................................................................9TASK – 4....................................................................................................................................................94.1Assessing the integrated nature and role of the promotional mix.................................................94.2Planning and justifying an integrated promotional campaign for First Choice Summer Deals 2019 holidays............................................................................................................................10...................................................................................................................................................................10CONCLUSION.........................................................................................................................................11REFERENCES..........................................................................................................................................12
INTRODUCTION With the increasing demands and changing priorities of the people, travel and tourismsector is one of the fastest growing sectors in United Kingdom. The industry is significantlycontributing towards the national growth as well as development of UK and providing support inimproving its conditions. Firms operating in this industry fulfill their goals and objectives bymaking use of marketing techniques and tactics and attracting pool of customers with theirefficient use (Dwyer and Forsyth, 2007). First choice is a UK based travel and TourismCompany is a part of TUI group. First choice is being taken into account for the current researchpurposes in order to explain the marketing strategies of travel and tourism sector. This researchstudy pays attention towards creating a summer 2019 holiday trip to Turkey and Spain beinglaunched by First Choice. It involves core concept and principles of marketing, marketing byseeking help from the tools of management. In addition to this, the later part of the report willencompass promotional and marketing mix. At the end, the whole report is being summarized inthe form of conclusion. TASK – 11.1The core concept of marketing for travel and tourism sectorTalking in relation with the concept of marketing, they are very clear, relevant, definite aswell as acceptable to comprehend the concept of process of marketing. Marketing is the sum upof majorly five core perceptions, which are being elaborated below: Wants – This is concern with the desire which takes place because of needs. Customer’swants that the trip should be knowledgeable, enjoyable and they should get wonderfulexperience all throughout their trip. First Choice also offers different holiday packagesfor Turkey and Spain that helps in accomplishing the wants of the clients (Elbanna,2009). Needs – It is defined as a wish that can be related with physiological, safety, social andesteem needs. While travelling, every people desire to have proper accommodation, foodand transport facility etc. The First Choice Company is also offering quality food atproper time and also providing comfort to their clients in the best possible ways. 1
Demands – Demand takes place when the needs are arose and want crop up. It takesplace because at this point of time, the customers have both willingness as well as abilityto purchase those particular products. Talking about tours, people can demand forregional food and security. This can be met by the First Choice by providing insurancefacility to their customers. Products – The thing which satisfies the needs and wants of the people is defined asproduct. Company employs their best efforts in making holiday packages that majorlyinvolves adventurous activities, destinations, transport, food and accommodation services(Evans, Stonehouse and Campbell, 2012). Market – At this place, company contacts with the person with detailed information.Client’s wants to visit Turkey and Spain and thus, the company will offer them brochurethat encompasses detailed information about the travelling so that a complete holidaypackage can be developed. 1.2Assessing the impact of the marketing environment on First Choice and tourists destinationSpainMarketing environment has a great deal of influence on both the company as well astourists destination i.e. Spain and Turkey. It includes both micro as well as macro-environmentalfactors and these are as follows: Micro environmentCustomers – The business of the First Choice will be influenced by the needs and wantsof the customers. For instance, client demands for 6 day tour package rather than 4 daystour covering all the attractions of the destination to be visited. Company needs to makeschanges in the tours and impacts their profits (James, 2000). Suppliers – Suppliers of the firm are those who offer transport, food, accommodationfacilities and services in packages. The suppliers also impact the operation of thebusiness. For illustration, if the suppliers of the holiday packages offer best quality foodand other services than First Choice will be able to gain faith and trust of their customers.2
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