Segmentation, Targeting, Positioning in Tourism Marketing

The provided content includes a range of academic articles and online sources related to tourism development, marketing, and management. The articles cover topics such as modeling causality networks for tourism development, trends in travel and tourism marketing, destination image modification, social media as a destination marketing tool, medical tourism, and more. Additionally, there are references to books on marketing and tourism management, and online sources discussing market segmentation, integrated marketing communications, and the role of social media in marketing.

Marketing in Travel and
Tourism
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Core concepts of marketing for travel and tourism sector.....................................................3
1.2 The impact of marketing environment on individual travel and tourism businesses............4
1.3 Factors affecting consumer motivation and demand in travel and tourism sector................5
1.4 Principles of market segmentation and its uses in marketing planning.................................5
TASK 2............................................................................................................................................6
2.1 Importance of strategic marketing planning..........................................................................6
2.2 The relevance of marketing research and market information to managers in travel and
tourism.........................................................................................................................................7
2.3 The influence of marketing on society...................................................................................8
TASK 3............................................................................................................................................9
3.1 Issues in product, price and place elements of the marketing mix........................................9
3.2 The importance of service sector mix elements to the travel sector......................................9
3.3 The concept of total tourism product to an individual tourism business.............................10
TASK 4..........................................................................................................................................11
4.1 Integrated nature and role of the promotional mix..............................................................11
4.2 Plan and justify an integrated promotional campaign..........................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Travel and tourism industry is considered as the growing service industry that focuses on
providing wide range of services like tourist destination hospitality services etc (Xiang and
Gretzel, 2010). However, travel and tourism industry is also viewed as the economic industry in
that provides leisure and luxurious services to their different customers. In the contemporary
environment, with the increasing activities of travel and tourism in various countries, it has also
inflated the figure of travellers and visitors across the countries. Therefore, it also results in
heighten the image of destination among different market so it can be visited by numerous
people. The preset report focuses on Thomas Cook one of the famous travel company that plan
to create a summer 2016 holidays to visits Morocco and Egypt. The report will also understand
the core concepts and principles of marketing while promoting the plan by the company.
However, the report will also understand the key role of marketing as a management tool within
the travel and tourism sector. Moreover, the report will also assess the role of promotional mix
and plan for promoting the designed campaign by the company.
TASK 1
1.1 Core concepts of marketing for travel and tourism sector
Working as assistant marketing manager for a tour operator that is Thomas Cook they
need to measure the core concept of marketing while creating the summer plan to visit Morocco
and Egypt (Moutinho, 2011). Now days, customers prefer to visit cultural and heritage places for
spending their holidays. Thus, by considering this factor Thomas Cook had created summer
holiday plan to visits the cultural destination. However, the core concepts of marketing that
needs to be focussed by Thomas Cook are-
1. Customer’s needs: The core concepts of marketing in travel and tourism include
measuring the needs and preferences of the customers those mainly prefer to go around
new destination in the vacations. In the contemporary scenario, customers prefer to visits
the places that mainly focus on eco-tourism as well as cultural destination (Ashworth and
Goodall, 2012). Therefore, Thomas Cook has created plan to visits Morocco and Egypt.
However, the changing need of customers in the travel and tourism should be measured
effectively so that they should meet desired destination of their customers. For instance,
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now days, customers prefer to visit the places and destinations that possess rich heritage
and cultural aspects. Therefore, for meeting the cultural and heritage aspect of customers,
Thomas Cook focuses on making summer holiday plan to Morocco and Egypt as both the
places have rich heritage and historical monuments that must be visited by the customers.
2. Products and market: Another core concept of marketing include determine the different
products that is services offered by the place to ensure the leisure and luxurious stay
within the destinations (Molina, Gomez and Martín-Consuegra, 2010). For instance,
while ensuring the marketing concept within Thomas Cook, marketing manager must
focus on highlighting the key attractive destinations and attractions that can be visited by
the travellers and tourists so that tour operator can easily enhance the marketing and
promotion of their created summer holiday packages.
1.2 The impact of marketing environment on individual travel and tourism businesses
This marketing environment is made up of the Macro and Micro environments.
Marketers should consider both internal and external environment for understand the whole
market which they want to sale their products or services (Hays, Page and Buhalis, 2013).
Normally, in the time of recession, customer would not spend too much money for overseas
holidays, vacation and travelling because they see holidays is as a luxury, therefore, probably
customer prefer to change their consumption to short city break or domestic holiday travel,
moreover businessman may chose the lowest price to get an accommodation for their business
travel. There different form of marketing environment that is micro and macro environment that
mainly impact on individual as well as tourism business (Thrane and Farstad, 2011).
Micro environment
 Competitors- One of the micro factor that impact the individual travel and tourism
businesses is increasing number of competitors in the tourism sector for instance; Cox &
Kings, Thompson etc. As all the competitors are offering same services to different
customers those sometime results in substitute of services (Page, 2014). Therefore, it is
essential for marketing manager of Thomas Cook to determine different activities and
strategies of their competitors to beat their rival companies.
Macro environment
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 Technological factor- One of the key factors of macro environment that is technology
had great impact on the individual traveller and tourism businesses. However, tourist and
traveller mainly prefer to book their travel arrangement via internet medium. Thus, it will
positively impact the travellers and travel businesses (Heung, Kucukusta and Song,
2010).
1.3 Factors affecting consumer motivation and demand in travel and tourism sector
There are different factors which mainly affects the consumer motivation as well as their
demand in travel and tourism sector. Therefore, while creating a summer plan 2016 for Egypt
and Morocco marketing manager need to measures the different demands of customers so that
they can easily satisfy them by providing relevant services (Sigala, Christou and Gretzel, 2012).
Different factors that affect the motivation and demand are-
 Pricing factor- Price is being considered as the key factor that results in consumer
motivation. For example, if prices of summer holiday plan to Morocco and Egypt are low
by the Thomas Cook then it may results in increasing the demand of customer to visit the
destination point. Travellers pay lower price to visit, they will pay less price for tickets to
Thomas Crook and therefore, demand gets increased by it. Hence, it helps in increasing
motivation level of the customers (Keller, 2010).
 Health and safety factor- Effective health and safety at the destination also plays vital
role in increasing the customer's motivation level. As, Morocco and Egypt both the places
are historical and have rich cultural diversity therefore, if customer prefer to visits these
places if Thomas Cook provide good safety and security to them then it leads in
increasing motivation and travel satisfaction and demand also get increased.
 Entertainment factor- Entertainment factor also affects consumer motivation and in its
demand by the way in which they can organise events for Egypt as it is middle east
country, they can organise the events like safari games in deserts, they can organise the
event like they can show dancers and musicians doing entertainment for the customers.
Adventure form of games can be organised for the travellers so that they get satisfied by
it. Hence, demand gets increased by it (Assaker, Vinzi and O'Connor, 2011).
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1.4 Principles of market segmentation and its uses in marketing planning
Marketing is being considered as one of the essential operational activities that need to be
carried by the marketing manager of Thomas Cook to promote their summer plan 2016.
However, the concept of marketing mainly focuses on three approaches that is market
segmentation, targeting and positioning (Kayar and Kozak, 2010). Market segmentation is the
key concept that needs to be carried out by Thomas Cook marketing manager. Segmentation is
mainly defined as the process that mainly focuses on dividing the whole market into different
segment that enables the company to focus on different promotional and marketing efforts for
targeting large customers. Once the market has been divided among the different segment
marketing manager of Thomas Cook would understand the demand and perspective of their
customers and then use different strategies to target those (Chon, 2015). There are different
methods under which marketing manager of Thomas Cook would segment the overall the market
that is demographic, geographic, psychographic etc.
Types of segmentation Characteristics
Demographic segmentation One of the common forms of market segmentation includes
segregating market on the basis of demographic factors like on
the ground of age, income, population, religion, etc. For
example, Thomas Cook while creating summer holiday package
to Morocco and Egypt generally focuses on demographic
segmentation on the basis of age as these places are rich in
culture and historical places that are frequently visited by the
students and old age people.
Behavioural segmentation Another criteria or type of segmentation include behavioural
segmentation that divides or segments the market on the ground
of individual behaviour as well as decision making pattern.
Geographical segmentation This is a common type of market segmentation that
organization often uses to divide the market audience on the
ground of geography. For example, the cold region individual
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will prefer to visit the hot region during summer season.
Psychographic segmentation Another type of market segmentation include psychographic
segmentation that segments the individual on the basis of
similar interests, lifestyle, opinion, etc.
Assistant marketing manager of Thomas Cook must segment the marketplace on the basis
of different demographics like age, gender, income etc. For instance, under demographic
segment, Thomas Cook must focus on targeting customers on the basis of age. Through creating
summer holiday plan for Egypt and Morocco, it would mainly attract the young generation
people and senior person as they have keen interest in knowing history of the place. Another type
of segmentation include geographical segmentation under which Thomas Cook create summer
holiday plan on the basis of geographical location customers that is customers or visitors of the
cold region will mainly prefer to visit the destination as it features warm climate.
TASK 2
2.1 Importance of strategic marketing planning
Strategic marketing planning is an essential approach that focuses on developing and
implementing effective marketing strategies that will support Thomas Cook in accomplishing
their objectives (Morrison, 2013). However, strategic marketing planning will also support in
enhancing the marketing and promoting their tourist destination that is Morocco and Tunisia that
result in attracting their target customer's. Therefore, certain importance of strategic marketing
planning is being described as follows-
 It support the Thomas Cook in providing directions to the business so that it may assists
in gaining long term success.
 However, strategic marketing planning also plays an significant role in assessing their
target market.
 It also aid in removing unproductive holiday plans that had been initiated by Thomas
Cook (Blythe, 2009).
In addition to this, strategic marketing planning procedure will also render support to the
assistant marketing manager of Thomas Cook in processing and understanding the perspective of
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tourist and product life cycle, through which different negative situational forces can be deviate
and the Thomas Cook may be capable to accomplish its aims and objectives (Lamsfus and et.al.,
2013). However, the idea of strategic marketing planning may be beneficial to the Thomas Cook
while creating summer 2016 holidays to Morocco and Tunisia. As, this would enable the
assistant marketing manager to efficaciously reach out to the their customers and also result in
fulfilling their different needs and wants, along with processing a precise image of tour operator
that is Thomas Cook in the market. Therefore, in this way strategic marketing planning can
improve the position of company with the great margin (Magnini, Crotts and Zehrer, 2011). On
the contrary, strategic marketing planning also have certain disadvantage that is it is very time
consuming procedure, as assistant marketing manager have to conduct effective market research.
2.2 The relevance of marketing research and market information to managers in travel and
tourism
In order to develop or create effective marketing plan for Thomas Cook summer holiday
to Morocco and Tunisia assistant marketing manager need to analyse or measure the target
market (Potluri, 2008). Thus, it would provide them with a broad range of information and data
thus support the assistant marketing manager in the process of developing successful marketing
strategies. There are different objectives for conducting market research for Thomas Cook that
are as follows-
 To determine rivalries in the tourism sector.
 To measure current promotional strategies that is being used Thomas Cook and other tour
operator for promoting their holiday plans and services (Keller, 2001).
 To assess the demand and requirement of customers by tour operator.
However, conducting marketing research and gaining market information to managers in
travel and tourism sector is essential as it support in gaining all the information regarding the
destination that is Morocco and Tunisia. Thus, it will also support the assistant marketing
manager of Thomas Cook in taking all the relevant information regarding destination to promote
their summer holiday plan (Alexander, 2007). Therefore, the market information that is being
accumulated regarding the destination manager would form the brochure and circulate to their
customers so that it will assist in attracting large customers.
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In regard with this an effective marketing research process that have to be followed by
assistant manager of Thomas Cook to acquire relevant information and data from the market.
First stage in the market research process is to determine and specify the problem, where
assistant marketing manager of Thomas Cook will need to acknowledge the primary issue that
firm is being facing. Under this stage manager will closely scrutinize the environment under
which they are operating their services (Pomering, Noble and Johnson, 2011). After that they
might research objectives that will be prepared by the management, which essentially would
guide them through the procedure of marketing research and assembling applicable data from the
defined target market. After that research design will be designed that will mainly consist of all
the information regarding how the assistant marketing manager will conduct the research in the
impressive way. After this appropriate sampling method will be selected so that they may get
necessary ingratiation and data (Bitner and Booms, 2002). This will support the tour operator in
interacting with their target audience and then analysing the collected data and information. Once
the information has been gathered, it needs to be analysed and measured through using different
variety of tools and techniques. However, the marketing research process will be end by access
the appropriate magnitude of information from the market, and then marketing manager of
Thomas Cook would take necessary actions and decisions.
2.3 The influence of marketing on society
Marketing is being considered as an effective activity that mainly impact the
establishment but it also impact the society under which the tour operator are operating and
rendering their services. Marketing also assists in educating their customers regarding that how
the products and services offered by the Thomas Cook assist the individual in fulfilling their
needs and desire (Keller, 2009). In addition to this, the marketing scheme used by Thomas Cook
may directly affects the surroundings as well as social worth of community because through
effective marketing strategy Thomas Cook influenced their customers to purchase their summer
holiday for Morocco and Tunisia. Furthermore, through using impressive marketing strategies, it
increases the sustainability within the competitive environment thus also assist in developing the
society.
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However, through marketing it also render range of information to purchase their services
(Berman, 2011). Therefore, it manages the needs and requirement of the customers and result in
developing the trust and loyalty towards the organization. Marketing mainly focuses on different
forms like promoting through advertisement, television commercials, through internet or outdoor
advertisement etc. however, organization mainly spend huge sum of money o the marketing that
will often result in improving their sales volume and attaining higher profit margins etc (Marsh,
2013). In addition to this, it also benefit and impact the society in different ways that is-
 Informing customers: The main influence of marketing on society results in informing
and educating the customers regarding the organization as well as their services that may
render in the external environment. However, marketing through banner advertisement or
print media will assist in informing the market customers that support in increasing their
knowledge (Lekhanya, 2015).
TASK 3
3.1 Issues in product, price and place elements of the marketing mix
There are different elements that are included in the marketing strategies that are product,
place and price. All the elements play vital role in the promoting the goods and services of the
organization. As Thomas Cook is launching its summer 2016 holidays to Morocco and Egypt
thus, there would be issues in their product, price and place element of the marketing.
 Products- The product and services offered by Thomas Cook that is summer 2016
holiday packages to their target customers may also face some issues. The issues in
products that is being arises will be intangible in nature that is issues will be associated
with the experience of visiting a place, value of money, quality of services provided by
Thomas Cook etc (Xiang and Gretzel, 2010).
 Price- Another element of marketing mix in travel and tourism sector is pricing factor.
Price play vital role in determining the profitability of the company. There are several
issues in the pricing factor that constant increasing competition, changing requirement
and preferences of the customers etc. that may act the issues while pricing the services
that are offered by Thomas Cook. These issues will result in raising the prices of holiday
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plans that are created by the Thomas Cook. However, in the contemporary scenario
higher prices may result in influencing the preferences of customers (Moutinho, 2011).
 Place- Another essential element of marketing mix include place that mainly focuses on
the place which is comfortable and convenient for the customers so that they may easily
purchase the service. Similarly distribution strategies mainly focus on physical layout
stores as well as online services to handle the questions ad queries of the customers.
3.2 The importance of service sector mix elements to the travel sector
There are different elements that constitute service sector mix i.e. people, processes and
physical evidence (Molina, Gomez and Martín-Consuegra, 2010). These are also known as
extended mix that is essential to measure in the contemporary scenario. However, the importance
of considering service sector mix elements to the travel sector is essential as it assist the
company in rendering required product to their target customers. People are considered as the
key element that assists in providing services of Thomas Cook (Hays, Page and Buhalis, 2013).
However, the tour operator need to trained and guide their staff so that they may easily influence
their customers to purchase their created holiday plan. In addition to this, people or staff must be
effective in providing best services to their client and customers and even to satisfy them by
providing comfortable environment. Moreover, the staff of Thomas Cook must feature positive
attitude as well as good interpersonal skills so that they may easily deliver services to them.
Another element of service sector mix include process that is mainly developed by the
guides so that tourist or customers can get best experiences of travelling in the destinations that
are provided by Thomas Cook in their holiday plan (Thrane and Farstad, 2011). However, the
procedure of booking accommodation facilitates as well as ticket must be simple and effective so
that customers can use it properly without any problem. On the other hand, another element of
service sector mix includes physical evidence which is also considered as an essential factor.
Therefore, Thomas Cook can enhance and improve their brochure through including
different images and videos so that large customers can get attracted towards it.
3.3 The concept of total tourism product to an individual tourism business
Total tourism product is regarded as bundle of tangible along with intangible components
which totally relies on activities of a particular destination (Heung, Kucukusta and Song, 2010).
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Further, in case of Egypt and Morocco the key elements of the total tourism products are
accessibility, destination facilities, service, image and overall price. Attraction takes into
consideration heritage sites, social attraction through which large numbers of customers are
attracted. Accessibility highlights the comfort along with the effective ways through which
specific place can be reached easily and it directly relies on speed and convenience of
transportation (Sigala, Christou and Gretzel, 2012). Apart from this, destination facilities show
the amenities for the visitors so that they can stay at destination and it undertakes restaurant, bars
and accommodation facilities. All these directly affect visitors who are visiting Egypt and
Morocco on continuous basis. Apart from this last key element of total tourism product is price
where it is necessary that services purchased by tourists provides them value for money
experience.
Different places of attraction are present which can be visited in Egypt such as
Alexandria which is leading port of country along with transportation hub (Keller, 2010). Dahab
is another place which can be visited by tourist which is an isolated coastal village and provides
remarkable experience to the travellers in the field of tourism. Therefore, the concept of total
tourism product is highly unique in nature and it provides support to company in attracting large
number of visitors where all the key benefits of visiting place can be highlighted easily.
TASK 4
4.1 Integrated nature and role of the promotional mix
Thomas Cook will launch its summer 2016 holiday plan to Morocco and Egypt thus they
need a promotional campaign to promote their plan within the market so that most of customers
get attracted towards their holiday plan (Assaker, Vinzi and O'Connor, 2011). The promotional
mix mainly focuses on enabling public relations, advertising, sales promotion etc that will result
in integrated promotional mix for Thomas Cook to promote their designed holiday campaign.
There are different promotional strategies that would be used by Thomas Cook to launch their
holiday plans that is word to mouth marketing, mass marketing, newsletter marketing etc for
promoting their new summer holiday 2016 plans. Therefore, promotional activities are being
integrated to accomplish the different marketing objectives of the organization. Different
promotional activities include-
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1. Advertising: Under this company uses different digital tools to communicate their
services to the target audiences (Kayar and Kozak, 2010).
2. Sales promotion: Under these promotional techniques Thomas Cook may offers
temporary or ancillary services among the product to attract large customers for instance;
summer Holiday plan for Morocco and Egypt may also include extra services like spa or
visiting theme based parks and different attractions. Therefore, this promotional tactics is
often used by the different tour operators to attract their customers.
Role of integrated promotional mix
While devising marketing strategies by the Thomas Cook Enterprise to launch their
holiday plan for Egypt and Morocco process of promotional mix is being used by the company to
successfully promote the plan within the region and target market (Morrison, 2013). However,
the role of integrated promotional mix is essential for Thomas Cook as selecting the appropriate
and suitable promotional strategy will assist in attracting large customers those who mainly
prefer to visits different destinations with their family or friends in the vacations. However, it ca
be also stated that assistant marketing manager may also use different integrated communication
techniques for promoting the services of Thomas Cook to appropriate target customers
(Pomering, Noble and Johnson, 2011).
4.2 Plan and justify an integrated promotional campaign
In order to enhance sales volume it is required for business to develop effective
promotional campaign so that all the range of services can be easily highlighted in front of target
market. Company can introduce discount and other form of attractive offers on the selected
destination Egypt and Morocco. Further, this can encourage customers to visit the place and can
be beneficial for organization in every possible manner (Bitner and Booms, 2002). Apart from
this, mail marketing can be fruitful for the business as through this company can give proper
reason to its target market along with the appropriate information such as how this destination
place is different from others and what factors makes it different. Further, social media as a tool
can be employed where company can promote its services with the help of sites such as facebook
where majority of the customers can gain information regarding service. Promotional campaign
through different social media sites are considered as an effective plan that will support Thomas
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Cook in targeting large customers by delivering information regarding the created summer
holiday plan on the official Facebook page. In the contemporary scenario, visitors and travellers
often prefer to use social media sites and networking platform so that they may gain necessary
information regarding services and products of Thomas Cook that they offer to their customers.
Hence, in the present context, it is termed as an effective promotional campaign that increases
their reach by targeting large audiences. For enhancing public relation Thomas cook can use
television, newspaper etc for sharing crucial data with its target market (Lekhanya, 2015).
Assistant marketing manager of Thomas Cook must use an integrated marketing plan for
promoting their created summer 2016 holiday package to Morocco and Egypt. The integrated
marketing plan of Thomas Cook generally focuses on using three different mediums and
channels through which assistant marketing manager of Thomas Cook can easily promote their
designed summer holiday package to Morocco and Egypt. The integrated marketing plan firstly
focus on ensuring sales promotional technique to market their package that is with the help of
discount and additional travel services so that they can easily attract the customers and travellers
towards their services and travel products.
Another technique in marketing plan that is being used by assistant marketing manager of
Thomas Cook is marketing through social media sites. In order to target large audiences and
business travellers, it is essential for the manager to use social media tools as it is a cost effective
technique that promotes the services and summer holiday package of Thomas Cook to the large
mass of audiences.
However, the integrated marketing plan for Thomas Cook also ensures personal selling
that is also beneficial and through this, business can easily understand about the actual needs and
requirement of its target market. Assistant marketing manager personally with the help of face to
face interaction with their customers and business travellers must persuade them to purchase
their summer holiday package to Morocco and Egypt.
CONCLUSION
From the above report it can be concluded that marketing is considered as one of the most
crucial function that marketing manager of an enterprise needs to carry out to sustain in the
environment under which they operates their function. However, the report has also measures
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different environmental factors that mainly affect or influence the individual travellers as well as
tourism businesses. However, the report has also understood the key role of marketing as a
management tool within the travel and tourism sector. Moreover, the report has also assessed the
role of promotional mix and plan for promoting the designed campaign by the company.
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