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Assignment on Marketing of Travel and Tourism Sector

   

Added on  2019-12-04

15 Pages5904 Words176 Views
MARKETING IN TRAVELAND TOURISM1

TABLE OF CONTENTSIntroduction..........................................................................................................................................3TASK 1.................................................................................................................................................31.1 Discuss the core concept of marketing for travel and tourism sector........................................31.2 Impact of marketing environment on functioning of Thomas Cook and tourist destinations.. .41.3 Factors affecting consumer motivation and demand in travel and tourism sector.....................51.4 Principles of market segmentation and it uses in marketing planning .....................................5TASK 2.................................................................................................................................................62.1 Importance of strategic marketing planning for Thomas Cook.................................................62.2 Discussing the relevance of marketing research and marketing information to manager.........62.3 Influence of marketing on society.............................................................................................7TASK 3.................................................................................................................................................73.1 Discussing the issues in product, price and place elements of marketing mix..........................73.2 Importance of service sector mix elements in travel and tourism sector...................................83.3 Applying the concept of total tourism product to individual tourism business.........................8TASK 4.................................................................................................................................................94.1 Integrated nature and role of promotion mix.............................................................................94.2 Plan and justify the integrated promotional campaign for Thomas Cook.................................9CONCLUSION..................................................................................................................................10REFERENCES...................................................................................................................................112

INTRODUCTIONMarketing is considered as one of most critical aspects that can lead every business towards theimpressive level of success. In other aspect, it can be said that it is a technique that provides effectivedevelopment and creation of various factors which are beneficial for the organizational success. Itmainly focuses on maintaining brand image, organizational culture, effectiveness of place and productquality. It includes various innovative plans and ways that can be used by travel and tourism sector forthe effective development of tourist destinations (Smith, 2011). Marketing of tourist destinationdetermines new tactics and procedures for the promotion of specification of a tourist destination in allover the world. In the present report, learning will focus on various aspects of marketing that are beneficial forthe effective improvement in work culture of travel and tourism sector. It will have spot light on theconcepts and principles of marketing in travel and tourism sector. It will also provide betterunderstanding regarding the roles of marketing as a management tool in travel and tourism sector.Learning will also provide information in the context of participating marketing mix in the operationalactivities. Furthermore, it will also focus on use of various promotional mixes in travel and tourismsector. TASK 11.1 Discuss the core concept of marketing for travel and tourism sectorAs per the structured study, it can be said that the marketing plays a key role in effectivedevelopment of travel and tourism sector. It facilitates in effective understanding of key needs orexpectations so that tour plans or services can be offered as per the customer’s needs. Classification ofkey core concepts can be as:Needs identification and Marketing offer: It is considered as one of most critical aspects forevery business and customer’s needs can be vary due to different perception of customers. In order tohave competitive development of travel and tourism sector, it is necessary for marketers to identifymarket and customer’s needs so that products can be designed in most suitable manner (Malviya,2005). Hierarchical needs can also facilitate business firm to understand the key needs of customersand lead business to the impressive success. It is also essential for management of travel and tourismfirm to design product’s quality and features as per the customer’s needs and requirements. Customer value and satisfaction: In order to make sure about the value and customersatisfaction, it is also necessary for management of travel and tourism firm to provide services orproducts as per the consideration of customer perception (Huertas, 2010). It means that Thomas Cookmust have proper determination of customer needs for enhancing the level of values and satisfaction. 3

Exchange transactions and relationship: Exchange rate and direct relationship play key role intravel and tourism sector (Alegre, 2009). In this support, it can be said that exchange rate is one ofimportant aspects when consumer acquires travel and tourism services at the international level. It hasbeen spotted that Thomas Cook charges high in respect of its services and custom based tour packages.Marketer prospective: It is also essential for business firm to ensure that marketer prospectiveshould be positive in the context of product and services. It will provide strength to marketing activitiesand facilitate Thomas cook to have effective development of travel and tourism activities(Sustainability report, 2015). 1.2 Impact of marketing environment on functioning of Thomas Cook and tourist destinationsWith an assistance of micro and macro environment factors, business organization can developtourism activities in an effective manner. Moreover, changes in micro and macro elements also havegreat impact on the operational activities of Thomas Cook.Political: It has been spotted that Edinburgh is a significant part of Scotland. It means that UKgovernance and EU policies are needed to be followed by Thomas Cook while operating its business inEdinburgh (Bharwani, 2012). For example, government of UK has increased the tax rates on serviceindustry or travelling activities then it will impact business of Thomas Cook in a negative manner andmay decrease organizational profit margin ratio. Economical: UK economy and Scotland economic system is now stable that clearly indicatesthat the Thomas Cook can have better opportunities in Edinburgh. Moreover, changes in UK orScotland economic system can impact the operations of Thomas Cook in diverse aspects (Hall, 2012).For example: recession can force management to decrease the cost of products and services. Social: Social perception is also one of the significant aspects and it can also influenceoperational activities. For example, social group is now more attracted towards adventure and eco-friendly tourism so that management must focus on the development of services as per the needs ofcustomers otherwise business may face issues (Matzler, 2003). Technological: Thomas Cook focuses on various technological tools in order to have effectiveaccomplishment of operational activities. Firm is now focusing on social media tools and mobileapplications for communicating effectively with the customers. Customer’s: It is significant for management to understand the key belief of customer so thatproduct and services can be designed in appropriate manner. They play a crucial role in the success oforganization as they consume services offered by company and generate revenue. It meansmanagement need to consider it in appropriate manner. Competitors: It is essential to understand the activities that are being performed by competitors. If4

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