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Marketing in Travel and Tourism | Thomas Cook

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Added on  2019-12-03

Marketing in Travel and Tourism | Thomas Cook

   Added on 2019-12-03

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Marketing in Travel andTourism1
Marketing in Travel and Tourism | Thomas Cook_1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Core concepts of marketing for travel and tourism sector.....................................................31.2 The impact of marketing environment on individual travel and tourism businesses............41.3 Factors affecting consumer motivation and demand in travel and tourism sector................51.4 Principles of market segmentation and its uses in marketing planning.................................5TASK 2............................................................................................................................................62.1 Importance of strategic marketing planning..........................................................................62.2 The relevance of marketing research and market information to managers in travel andtourism.........................................................................................................................................72.3 The influence of marketing on society...................................................................................8TASK 3............................................................................................................................................93.1 Issues in product, price and place elements of the marketing mix........................................93.2 The importance of service sector mix elements to the travel sector......................................93.3 The concept of total tourism product to an individual tourism business.............................10TASK 4..........................................................................................................................................114.1 Integrated nature and role of the promotional mix..............................................................114.2 Plan and justify an integrated promotional campaign..........................................................12CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................132
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INTRODUCTIONTravel and tourism industry is considered as the growing service industry that focuses onproviding wide range of services like tourist destination hospitality services etc (Xiang andGretzel, 2010). However, travel and tourism industry is also viewed as the economic industry inthat provides leisure and luxurious services to their different customers. In the contemporaryenvironment, with the increasing activities of travel and tourism in various countries, it has alsoinflated the figure of travellers and visitors across the countries. Therefore, it also results inheighten the image of destination among different market so it can be visited by numerouspeople. The preset report focuses on Thomas Cook one of the famous travel company that planto create a summer 2016 holidays to visits Morocco and Egypt. The report will also understandthe 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 withinthe travel and tourism sector. Moreover, the report will also assess the role of promotional mixand plan for promoting the designed campaign by the company. TASK 11.1 Core concepts of marketing for travel and tourism sectorWorking as assistant marketing manager for a tour operator that is Thomas Cook theyneed to measure the core concept of marketing while creating the summer plan to visit Moroccoand Egypt (Moutinho, 2011). Now days, customers prefer to visit cultural and heritage places forspending their holidays. Thus, by considering this factor Thomas Cook had created summerholiday plan to visits the cultural destination. However, the core concepts of marketing thatneeds to be focussed by Thomas Cook are-1.Customer’s needs: The core concepts of marketing in travel and tourism includemeasuring the needs and preferences of the customers those mainly prefer to go aroundnew destination in the vacations. In the contemporary scenario, customers prefer to visitsthe places that mainly focus on eco-tourism as well as cultural destination (Ashworth andGoodall, 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 measuredeffectively so that they should meet desired destination of their customers. For instance,3
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now days, customers prefer to visit the places and destinations that possess rich heritageand 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 theplaces 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 differentproducts that is services offered by the place to ensure the leisure and luxurious staywithin the destinations (Molina, Gomez and Martín-Consuegra, 2010). For instance,while ensuring the marketing concept within Thomas Cook, marketing manager mustfocus on highlighting the key attractive destinations and attractions that can be visited bythe travellers and tourists so that tour operator can easily enhance the marketing andpromotion of their created summer holiday packages. 1.2 The impact of marketing environment on individual travel and tourism businessesThis marketing environment is made up of the Macro and Micro environments.Marketers should consider both internal and external environment for understand the wholemarket 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 overseasholidays, vacation and travelling because they see holidays is as a luxury, therefore, probablycustomer 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 businesstravel. There different form of marketing environment that is micro and macro environment thatmainly impact on individual as well as tourism business (Thrane and Farstad, 2011). Micro environmentCompetitors- One of the micro factor that impact the individual travel and tourismbusinesses is increasing number of competitors in the tourism sector for instance; Cox &Kings, Thompson etc. As all the competitors are offering same services to differentcustomers those sometime results in substitute of services (Page, 2014). Therefore, it isessential for marketing manager of Thomas Cook to determine different activities andstrategies of their competitors to beat their rival companies. Macro environment4
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