Marketing in Travel and Tourism Sector : Report

MARKETING IN TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A) Core concepts of marketing in travel and tourism destination..............................................1
B) Marketing environment of Scotland and its impact...............................................................3
C) Factors that affect consumer motivation and demand for Scotland as tourist destination.....4
D) Principles of marketing segmentation....................................................................................5
TASK 2............................................................................................................................................5
A) Importance of strategic marketing planning .........................................................................5
B) Relevance of marketing research...........................................................................................6
C) Positive and negative influence of marketing on society.......................................................7
TASK 3............................................................................................................................................8
A) Elements of marketing mix....................................................................................................8
B) Importance of service sector mix elements............................................................................8
C) Concept of total tourism product............................................................................................9
D) Role and integrated nature of promotional mix.....................................................................9
E) Justification of an integrated promotional campaign.............................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing has become the essential part of business function, it assists in developing
strong relationship with public and supports in spreading brand image of the company across the
world (Buhalis and Foerste, 2015). It is the tool through which entity can exchange information
with consumers and can attract them towards the firm significantly. Present study is based on
promotion of Scotland as tourist destination. Current assignment will discuss core concepts of
marketing and will analyses marketing environment of Scotland (Hudson and Thal, 2013).
Furthermore, it will explain principles of marketing segmentation in order to make effective
planning for marketing of the tourist destination. Positive and negative influence of marketing on
society will be illustrated in this report. In addition, significance of service sector mix elements
will be discussed in this study.
TASK 1
A) Core concepts of marketing in travel and tourism destination
Marketing is considered as process of promoting products and services of the
organization. It is the great tool which helps in spreading brand images to mass audience and
attracting them towards the brand. Aim of marketing is to provide satisfactory products to
consumers as per their requirements and increase profitability of the business (Huang and et.al,
2013). Core concepts of marketing apply by Thomas Cook in travel and tourism destination are
as following:
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Illustration 1: Core concept of marketing
Source: (Concept of Needs, Wants, Demand in Marketing, 2017) Needs of consumers: It is considered as most important concept in which companies try
to analyse expectation of individuals. It is essential for the cited firm that to understand
needs and requirements of travellers in order to promote Scotland as tourist destination.
Fore example some people come to the place for research purpose and others come for
holiday reasons (Becker, 2016). So, Thomas Cook is required to provide products and
services as per their needs. It will help in meeting with their expectation and they will
plan to come this place frequently. Product concept: Goods and services of company ca attract mass audience towards the
place. It is the only tool through which entity can gain competitive advantage. Thomas
cook needs to offer attractive holiday packages to the visitors those who are planning to
come Scotland, it will help in gaining attention of them (Standing, Tang-Taye and Boyer,
2014). By offering transportation facilities, accommodation benefits cited firm can
promote Thomas cook as travel destination. In addition, company may provide them
hotel facilities, sea transportation booking so that more people can take interest to visit
this destination (Leung, Au and Law, 2015).
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