Report on Impact of Marketing in Travel and Tourism

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 The core concepts of marketing for the travel and tourism sector...................................1
1.2 The impact of the marketing environment on individual travel and tourism businesses and
tourist destinations..................................................................................................................2
1.3 The factors affecting consumer motivation and demand in the travel and tourism sector3
1.2...........................................................................................................................................4
TASK 2............................................................................................................................................4
2.1 and 2.2 The importance of market research and strategic marketing planning for a selected
travel and tourism business or tourist destination..................................................................4
2.3Influence of marketing on society.....................................................................................5
TASK 3............................................................................................................................................6
3.1 Issues in the product, price and place elements of the marketing mix.............................6
3.2 Importance of service sector mix elements to the travel and tourism sector....................7
3.3 Concept of the total tourism product in terms of Thomas Cook Plc................................8
TASK 4............................................................................................................................................8
4.1...........................................................................................................................................8
4.2 Integrated promotional campaign for Thomas cook........................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Travel and tourism industry in UK is among the fastest growing industry in the world.
Marketing is the indispensable component of the industry. With the effective marketing,
exchanges between the visitors (The demand side) and the destinations, tour operators and travel
agents(The supply side) can be initiated in the significant way. Morocco and Egypt are the
treasure trove of nature and wildlife. In this report the concepts of marketing, their relevance and
implications are discussed in the context of Morocco and Egypt. This report throws light on the
promotional campaign by the leading tour operator in UK, Thomas Cook for these prestigious
destinations.
TASK 1
1.1 The core concepts of marketing for the travel and tourism sector
Showcasing the offerings of the nation in the very precise and influence manner to the
countrymen and the people residing cross border attracts the large stream of visitors (Uzama,
2009). For that purpose these core concepts need to be taken into consideration:
Needs: In the era of rigorous competition, to bring relaxation people seeks the movement
towards the desired location. The market identifies the needs and the basic requirements and
makes efforts to meet them. The basic needs of the customers in the travel and tourism for the
destinations are accommodation, food and financial services. Thomas cook has made the
facilities for the travelers in this context (Pike, 2005).
Wants: Thomas cook has the customers from around the globe has different wants and desires
with respect to the travel options, accommodation facilities, food delights, entertainment options
and other services such as the financial services and ticketing facilities. Tomas cook has the
varied options for this.
Expectations:
Demands: Analyzing and make operations as per the demand are the fundamental section of the
marketing for travel and tourism sector. The organization makes the assessment of target
customers, target market and build strategies according to the different sections.
Profit: This concept refers to the projection of profitability by the organization Thomas Cook
after meeting all the expenses incurred in the marketing (Hall and et.al., 2012).
Market: This refers to the potential customers for the organization. Basically there are two types
of market direct and indirect. Direct market includes the targeted audiences and customers and
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the indirect market includes the intermediaries. For Thomas Cook the direct market is for the
travelers and patrons and the indirect market comprises the suppliers of the accommodation,
hotels, entertainment industry and the financial service providers.
Relationship and Networking: The fundamental requirement of marketing is construction of
relations with the customers and the supplier to increase the market hold. Building the satisfying
relationship with the distributors and patrons retain them for longer duration of time. This can be
enhanced by delivering the products of high quality and giving them good service at fair pricing.
1.2 The impact of the marketing environment on individual travel and tourism businesses and
tourist destinations
Marketing environment has the considerable impact on the business of Thomas Cook and
to attract the visitors to explore the colossal monument of Egypt and unique and intriguing places
at Morocco.
Political environment: The government of Egypt and Morocco welcomes the patrons to explore
the astonishing beauty by liberalizing the rules and regulations in the context of visas and other
formalities while entry. Further, the legislative heads attracts the investments by giving the
business opportunities to the traders by easing the norms in formal agreements (Pan, B.,
MacLaurin and Crotts, 2007). It enhances the tourism in country with the increase in revenue
generation and tourists visits.
Economic Environment: The economic conditions of Egypt and Morocco has significantly
improved since 2003 after the economic reforms undertaken by the Government by liberalizing
the economic policies. The drastic slashing of customs and tariffs has favored the tourism and
travel industry to enter with ease in the nation. This is beneficial for both the destination and tour
operators who are organizing the trips to these nations. It helps in making strategies and policies
to attract more number of visitors in the country.
Social factors: this comprise the preferences and choices of the local people and the visitors.
Marketing is done by keeping this factor inconsideration. Thomas co0ok plan the trips and form
the packages by considering the choices of people and the social norms of the destination. There
degree of liberalization affects a lot in the marketing strategies adopted by the operators and the
tourist destination. For instance, Egypt and morocco is the land of ancient civilization and people
aspires to explore the magic, mystery and pleasure (Hudson and Ritchie, 2006). Thomas cook
has planned the packages keeping that in mind.
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