The Role of the Marketing Mix in the Travel and Tourism Sector

This presentation discusses the role of the marketing mix in the travel and tourism sector, specifically focusing on Thomas Cook's Summer 2017 holidays to Morocco and Egypt. It explores the issues in the product, price, and place elements of the marketing mix and highlights the significance of each component. The presentation also emphasizes the importance of total tourism product and its impact on customer satisfaction. References are provided for further reading.

THE ROLE OF THE MARKETING MIX IN THE
TRAVEL AND TOURISM SECTOR

TABLE OF CONTENT
 Task 3……………………………………………………3
 MARKETING MIX…………………………………..4
 Product…………………………………………………5
 Price……………………………………………………..6
 Place …………………………………………………….7
 Promotion…………………………………………….8
 People ………………………………………………….9
 Physical Evidence…………………………………..10
 Total tourism product……………………………11
 References…………………………………………….12

TASK 3
Discuss issues in the product, price and place elements of the marketing mix with reference to Thomas Cook's Summer 2017 holidays
to Morocco and Egypt

MARKETING MIX
 The marketing mix is one of the significant element of the
strategic marketing planning of Thomas Cook's Summer 2017
holidays to Morocco and Egypt. Besides that, there are several
factors are involved in the marketing mix such as product, price,
place, promotion, people, process and physical evidence (Van der
Westhuyzen and Van der Merwe, 2001).

PRODUCT
 The product is the mix of intangible and tangible components.
Besides that, the tourism product, which is must be experienced.
The perspectives of the area travel to the destination, the
convenience and office and in addition the diversion at the
destination all shape the tourism tour package. On the other side,
it is a composite tour package mix of fascination, offices, and
transportation. Thus, Thomas Cook Group should focus on each of
these parts has its particular importance in the tour package mix,
and without even single segments, the tour package mix is
fragmented(Middleton, Fyall and Morgan, 2009).

PRICE
 Pricing of the visitor tour package is an unpredictable matter given its
composite nature. Lands in Morocco and Egypt area as the destination
influences the pricing choice. Besides that, pricing in tourism is a mind boggling
process. In the meantime, regularity figure and fluctuating interest can't be
overruled. Although, pricing incorporates the costs of different measurements
like Air Travel, Hotels, Bus, Railways and so forth and all are integrated into
tourism package. Thus, the destination of pricing in some other firms is to bring
an actual market share, to counteract rivalry, and to deal with the value
flexibility of demand(Grant, 2012). Pricing additionally relies on upon the
geographic area of the destination such as Morocco and Egypt. Pricing likewise
relies on upon seasonality which is the most important figure pricing. In order
to match request and supply, managers attempt to get either markdown. In
addition, pricing is additionally given contenders pricing which is a subject to
government directions. Thus, the most recent method of achieving the
customers is through Internet because ticket booking can be possible through
the internet and installment is made with Visa.

PLACE
 Distinctive dispersion procedures can be chosen for Tourism
marketing. Tourism as a tour package is circulated as travel. Apart
from that, the Web is likewise utilized broadly. Unique distribution
systems might be selected to mirror the organization's worldwide
destinations. In addition, the broker might be visiting
administrators, who purchase tourism products in mass and make
them accessible to travel operators who are retailers (Alsharif,
2012). Expansive travel organizations like Thomas Cook as they go
about as wholesalers and these wholesalers likewise go about as a
retailer. The scope of customer's products, which are purchased by
the visit administrators are carrier seats, in the settlement,
transport for nearby touring, and so forth they may likewise offer
straightforwardly to clients.

PROMOTION
 Promotion helps in intensifying the term of stay, recurrence of a
visit by providing new vacationer products in a similar nation to
zones, which have remained undiscovered or incompletely tapped.
Apart from that, the marketers need to utilize the different parts of
promotion ideally, so they prevail with regards to expanding the
quantity for chronic clients. Production of mindfulness has a large
effect (Chawla, 2006). The customer's associations bear the duty
of educating, convincing and detecting the potential visitors in a
correct manner. In addition, the different measurements of tourism
promotion will be discussed in the upcoming segment.

PEOPLE
 People are essential, that how they treat customers. The travel operators, guides, the staff of travel organizations,
deals team, and so on they are the people. Apart from that, travel Company additionally like Railways, Air, and so on
is incorporated into people. Regularly a vacationer guarantees a tourism quality like inns, Travel Company(Gómez,
2012).
 The business staff is in charge of managing the client behind the counter. In addition, the aircraft and transportation
group interface with its customers while traveling. The staff who take care of the necessities of the voyagers shape a
major fixing in tourism marketing. The resort or lodging agents enter to the needs of the customers when they
achieve the destination.
 These agreement people must be prepared on interpersonal aptitudes and additionally information of the tour
package. Apart from that, in the tourism business, the travel specialists and the travel aides are the two most
compelling people who are appointed by Thomas Cook Group(Furnham, 2005).
 The operation procedure of the travel firm will rely on upon the measure of the Thomas Cook Group. In addition, the
successive strides required in the conveyance of the vacationer products are:
 Arranging and costing visits: Once the agreements and game plans are gone into, then the assignment of organizing
and accounting the visit, this will rely on upon the tour chose and singular prerequisites of Thomas Cook Group.
 Ticketing: The electronic reservation framework has as of late reformed the reservation framework for both rail and
air travel for Thomas Cook Group.
 Arrangement of outside money and protection: if there should arise an occurrence of remote travel the last
assignment give outside cash and also protection for Thomas Cook Group(Furnham, 2005).

PHYSICAL EVIDENCE
 The vacation destination in Morocco and Egypt, which is costly for the client must
be cannibalized with the assistance of substantial things like, agreeable seats
while traveling, format, and plan of the resort, regular administration scope, and
so forth of Thomas Cook Group. Thus, the sign posts that demonstrate bearings,
course maps, data in regards to guidelines and controls of the vacationer spot
and the sign in regards to general society utilities like toilets, pay phone likewise
shape a part of the physical proof in Morocco and Egypt.
 Printed matters, for example, pamphlets similarly assume an essential element in
the improvement of tourism. As the tour package, in tourism is impalpable. Apart
from that, there is a need to portray ultimately the tour package, which is finished
by giving a detailed handout, which demonstrates how different components of
the projects. In addition, they are deliberately wanted to incorporate all critical
data to make occasion sets up desire of value an incentive for cash, tour package
picture, and status, which must be coordinated when the tour package is
conveyed by Thomas Cook Group (Cobb, 2003).

APPLY THE CONCEPT OF THE TOTAL TOURISM PRODUCT
TO AN INDIVIDUAL TRAVEL BUSINESS SUCH AS THOMAS
COOK
 The product is the mix of intangible and tangible components.
Besides that, the tourism product, which is must be experienced.
Thus, Thomas Cook is offering best tour packages in Morocco and
Egypt as a total tourism product. The perspectives of the area travel
to the destination, the convenience and office and in addition the
diversion at the destination all shape the tourism tour package. On
the other hand, people can enjoy summer holidays by taking Thomas
Cook's holiday 2017 in Morocco and Egypt. Hence it is a composite
tour package mix of fascination, offices, and transportation. All are
included in total tourism product package. Each of these parts has its
particular importance in the tour package mix, and without even
single segments, the tour package mix is fragmented. Moreover, the
total tourism product includes all tour charges which have been paid
by the customers of Thomas Cook (Cobb, 2003).

REFERENCES
 Alsharif, M. (2012). Neural network optimization of airline ticket booking. 1st ed.
 Chawla, R. (2006). Tourism promotion. 1st ed. New Delhi: Sonali Publications.
 Cobb, V. (2003). The package tour industry. 1st ed. [Hertford]: M-Y Books Ltd.
 Furnham, A. (2005). The people business. 1st ed. Houndmills, Basingstoke,
Hampshire: Palgrave Macmillan.
 Gómez, A. (2012). Corporation for Travel Promotion. 1st ed. Washington, DC: U.S.
Govt. Accountability Office.
 Grant, D. (2012). Holiday law. 1st ed. London: Sweet & maxwell.
 Middleton, V., Fyall, A. and Morgan, M. (2009). Marketing in travel and tourism.
1st ed. Amsterdam: Butterworth-Heinemann.
 Van der Westhuyzen, B. and Van der Merwe, J. (2001). The marketing mix. 1st
ed. Observatory, South Africa: Future Managers.