Promotional Campaigns in Tourism Management

The assignment provides a comprehensive overview of various marketing strategies for individual selling, sales promotion, public relations, direct marketing, and corporate image in the context of travel and tourism industry. The report highlights the importance of these marketing mix elements in promoting travel packages and services. Key points include individual offering as an effective approach to promote products and services, sales promotion as a means to increase demand for travel packages, public relations as a way to build strong relationships with customers, direct marketing as a cost-effective method to establish connections between businesses and consumers, and corporate image as a vital aspect of building trust and loyalty among customers. The report also emphasizes the importance of providing exceptional customer service and satisfaction to ensure repeat business and positive word-of-mouth promotion.

University
Marketing in Travel and Tourism
By
Date
Name
Lecturer’s Name

Contents
Introduction.................................................................................................................................................3
LO1: Understand the concepts and principles of marketing in the travel and tourism sector.......................4
1.1 The core concepts of marketing in travel and tourism sector.......................................................4
1.2: Impact of marketing environment on travel and tourism sector........................................................5
1.3: Factors that affects consumer motivation and demand in travel and tourism sector.........................6
1.4: Principles of market segmentation and its uses in tourism sector.....................................................6
LO2: Understand the role of marketing as a management tool in travel and tourism..................................8
2.1: Analyze the importance of strategic marketing planning for travel and tourism sector....................8
2.2: Discuss the relevance of marketing research and marketing information to managers in the travel
and tourism sector....................................................................................................................................9
2.3: Assess the influence of marketing on society.................................................................................10
LO3: Understand the role of the marketing mix in the travel and tourism sector......................................12
3.1: Discuss issues in the product, price and place elements of the marketing mix...............................12
3.2: Assess the importance of service sector mix elements to the travel sector......................................14
3.3: Apply the concept of the total tourism product- Thomas Cook Tourism........................................14
LO4 Assess the integrated nature and role of the promotional mix...........................................................15
Conclusion:...............................................................................................................................................18
References.................................................................................................................................................19

Introduction
The essay is all about the travel and tourism of Thomas Cook Company. Thomas Cook is
launching their summer holiday package in Morocco and Egypt. This assignment covers all the
marketing segments of travel and tourism sector.

LO1: Understand the concepts and principles of marketing in the travel and tourism sector
1.1 The core concepts of marketing in travel and tourism sector
Thomas Cook is an agent in the tourism business in Morocco and Egypt. In cutting edge times,
the organization has been showing their energy to make most recent social visit program for an
excursion in Morocco and Egypt for seven days. In this structure, the exposition will talk about
the different parts of showcasing in the travel and tourism business. The atomic debate for the
accomplishment of travel and tourism area later on is an indispensable indicate grasp the slants
and building up their positive result, while the negative focuses must be discredited (Chhabra,
2010). Quickly developing markets should be considered administration acquainted with quick
development. Arrangements or thoughts could be alluded to as molding the crucial long haul
targets for the affiliation. This should be done in a cooperation of the way of exercises chose for
the arrangement of advantages for execute the points set.
In milieu with the advancement of the organization for the most recent social program, the
relationship of Thomas Cook ought to remove the shot from gathering movement among the
explorers that will include driving the govern of going on a tremendous scale. The arrangement
must be set at a lower total of cash, articulating the enhanced level of interest among the guests
inside the market for this sort of stuff. This seven-day program will cover the get-away in all
over Egypt and Morocco. The visit bundle will be far reaching of the cheap reasonable of
transportation in addition to Lodgings in the get-away places alongside breakfast, lunch and
supper. This should be possible by the social occasion of extra individuals inside the market of
voyaging that had been performed with the arrangement connected to the requirements for
consistency in substance concerning the routine items. With gathering movement, there can be
an indication of loyalty united to the subject in making the determination of same musings, and

furthermore by picking wares variedly of the reasonable items in support of the new solaces and
the new conditions.
1.2: Impact of marketing environment on travel and tourism sector
The organization of Thomas Cook has been an expansive visit administrator and extremely
eminent associations in the matter of travel and tourism. Dealing with the occasion program of 7
days to all over Egypt and Morocco will be needy upon the outside air of the tourism business.
As Thomas Cook visit administrator exists in Morocco and Egypt, the external environment of
Morocco and Egypt should be talked about for generous issues. These outside angles comprise of
social, natural, political, mechanical, lawful and financial elements (Gustavo, 2013). Truth be
told, without the area of showcasing, the organization won't be equipped for arranging any sorts
of arrangements about execution, psychographic, qualities, and demography of voyagers. Then
again, a few issues are controlling the promoting foundation of tourism and travel. Be that as it
may, among them, the most critical problem has a connection to comprehension the country
source and layouts of tourism (Chhabra, 2010). The living spot of voyagers is urgent, and their
aides of voyaging are additionally huge for thought basically about inbound and outbound travel.
Accordingly advertising arrangement chose here would be well-assembled put based
advancement technique taking to the improvement of the whole business showcase. To build up
this tourism promoting, a photo of the customers will be computed about these chosen occasion
places. This program with its reasonable showcasing plan will help out in convincing the
customers about the possibility of the visit bundle and will likewise pick up the confirmation and
conviction of the voyagers.

1.3: Factors that affects consumer motivation and demand in travel and tourism sector
In the organization of offering the new arrangement, a critical point can be considered by the
visit administrators. They can concentrate the energy of the guest to secure the specific visit
program. On the off chance that we see from this perspective, there are two sorts of variables that
can expand the energy of the voyagers to pay for the occasion bundle. These components are
deciding variables and motivational elements. Recognizing variables comprehends whether the
client can pay for the bundle, and motivational elements rouse the clients to take the occasion
bundle. To embed motivational perspectives, the occasion program will be readied convoluted
alongside genuine and tricky basics, offering learning to the guest and not only a bundle,
managing the voyagers where required, perceiving the confidence, approach and piercing
reckoning of the guests in regards to this program. Moreover, inspiration will be considered from
the viewpoint of the purpose of which explorers will see these occasion puts as consolidated in
the visit bundle which particularly is for amusements and excursions (Chhabra, 2010).
1.4: Principles of market segmentation and its uses in tourism sector
Advertise division is articulated as the commitment of attempts to partition the customers or the
clients with greatest possibility specifically areas or groups. In this particular portion, the
customers will be included in a general level of interest inside the offices or items being
provided. As a noteworthy part of division, it is basic to acknowledge and group the
qualifications in classifications. This is proper to the data that for the reason of market division,
the business advertise has been partitioned into three assorted gatherings. These gatherings are
diffused market, bunched showcase and homogenous market. Diffused market draws in that
situation or customers that are different in their conduct connected to the administration, creation
or the tourism business (Law, 2009). Aside from that, the bunched advertise includes discernable

gatherings of prospects or purchasers crosswise over significant components, prerequisites or
perspectives identified with the office, item or tourism segment. In the homogenous market, each
specific scene or client is parallel in a figure of essentially extraordinary extensive routes
regarding the offices, items or the voyaging business. For the capacity of this occasion program,
the visitors will be fragmented on the wellspring of land and demographical perspectives. The
greater part of the vacationers originate from a well off foundation, and they for the most part
select this visit bundle for unwinding and diversion (Law, 2009).

LO2: Understand the role of marketing as a management tool in travel and tourism
2.1: Analyze the importance of strategic marketing planning for travel and tourism sector
The key showcasing arranging has various preferences. These points of interest are
straightforwardly associated with the advancement and accomplishment of the travel and tourism
industry. The significance and advantages of key advertising arranging of Thomas Cook visit
administrator are given beneath: –
1. A key advancement arrange helps out in finding the track for the visit organization and the
method to accomplish that course. It generally contains enormous focuses on that isolated the
organization into little segments.
2. Strategy promoting arrangement encourages in evacuating every one of those activities which
are fruitless and an exercise in futility and assets. In its place, it helps with concentrating on
some other indispensable and boss viewpoints.
3. Marketing arrangement includes in plotting a composed and watchful structure which execute
as a dictionary for some reasons, for example, money related arrangements for the association,
imperative client office and perpetual exercises (Law, 2009).
4. A figured market arranging likewise helps with having significant data and viewpoint of the
objective market to the customer to whom the association is giving their administration. This
entire data manufactures a solid base so that the organization will have the capacity to take long
haul resolutions.
5. Nowadays the money related arrangement of numerous nations is in a delicate state. In this
way, visit administrators are utilizing additional time and diligent work in an effectively made
vital arrangement which can define a noteworthy refinement in an organization execution.

2.2: Discuss the relevance of marketing research and marketing information to managers in the
travel and tourism sector
Marketing training is an essential device to recognize a consumer perception and fancies. Travel
and tourism industry, a few statistics on arcade position works resembling a guideline for them.
Marketing Training very essential to discern the consumer requirements and prerequisites, so
that a corporation can arrange its contribution accordingly (Oelkers, 2007). There is entire
conversations of the significance of marketing research regarding Thomas Cook Tourism are
prearranged below:-
 As surveyed marketing inquiry tasks as a leader and this is necessary that afore assigning
any arrangement or spending cash for whichever purpose, at all times healthier to use the
funds in examination which assist in accepting the industry market enhanced and bring
plainness in observance regarding how to catch the attention of more and more clients.
 It’s significant that a company which is performing the examination have to realize an
importance of the examination and it must stay consequential. Information is collected in
only single place devoid of several reason or purpose.
 Publicizing study ought to be a designed movement which guides to definite choice
creating and which similarly facilitate in formulating the promotion approaches (Oelkers,
2007).
 There is no doubt that promotion research is one of the most urgent tasks of Thomas
Cook tour operator as it facilitates in shaping a possible way of accomplishment. It’s not
a just services in obtaining practical choices nevertheless also assists in attainment the
economic benefit concluded the opponents. A data mostly helps in forming a rate for the
package which offers various aspects.

 Overseers are always illusory to dig out more and more data and evaluate the statistics so
that it can be exercised efficiently in this tight market (Raju, 2009).
 Research also aids in scrutinizing the thoughts and the enhanced sides of the rivals which
likewise service out in choosing a potential course of reaching.
 Several marketing research is necessary for this sector. It’s not essential to have a large
and detailed research. At times a small, fast online research becomes a leading facility for
personages.
2.3: Assess the influence of marketing on society
Promoting and society are alleged real significance in a comparative domicile, and publicizing
can't occur deprived of the backing of society. Residents be able to imagine a general public
without publicizing, however it is quite recently difficult to have the survival of advancement
without civilization. Advertising is the methodology of association which happens in an
organization, and it connects with estimating, perceiving and finding the approaches to convince
the client needs. There are a few sorts of gear of advertising comprise of attention, direct
advancement, deals support and open affiliations. Numerous authors say that the promoting is a
strategy which edges the space amid the client and an enlargement or administrations. Support
are the greatest connected and ostensibly hypothesis of promoting which expects to resistor the
request. It prerequisites to transform keen on a perpetual piece of open life as nationals can't,
actually, picture reality deprived of translation and viewing a plugs. The reality of the matter is
that we scarcely focus on those promotions, however it through an abode in our psyche.
Publicizing sorts the general public less avaricious (Raju, 2009). It’s extremely noteworthy yet
hard to foray an impeccable balance amid the dual thoughts. The professional environment
additionally demands that each progression must be occupied decently and all principles must be

sought after to fragment the exertion between rights or inaccurate and utilitarian and irrational,
and furthermore merchant ought to pay attention to the cause which is properly exact.

LO3: Understand the role of the marketing mix in the travel and tourism sector
3.1: Discuss issues in the product, price and place elements of the marketing mix
Advancement blend is a remarkably critical jiff of assertion professional, and a nuts and bolts of
showcasing are to an excessive mark key for Thomas Cook service sector association. An
extensive examination of the components of publicizing amalgam and disputes with respect to
this are prearranged less:-
Merchandise: Product is indispensable element of any organization in nimble of the element
that any organization's benefit. At the point when an item is exchanged purchasers, and that cash
grosses the association onward. Reactions to these inquiries are to a great degree basic, and the
company ought to handle these issues rapidly in light of the fact that it encourages in forming the
future course of exercises. In this custom Thomas Cook ought to likewise deal with their visit
bundles so it can pull in more vacationers (Raju, 2009).
Price: Another imperative part of any organization is its cost. By value, a curio is sold to the
clients. Numerous associations adopt up a few valuing strategies, and it is critical to offer
attention to cover the use effectively if the partnership needed to draw an ever increasing number
of trades. An estimation of whichever stock and administration is different to the volume that
clients are prepared to recompense. The outlays which clients are conventional up to spring rely
on upon the eminence presented by the ancient rarity and minimal of a question platform. A rival
valuing must likewise be stately and apiece one of folks elements which rheostat the showcasing
foundation close the routine. Helpful estimating is converge of various elements. Thomas Cook
likewise ought to cogitate ordering their evaluating methodologies deliberately.

Place: The area is additionally basic in publicizing blend, and it disquiets a domicile where the
development is readied, office is introduced to a client. The ancient rarity is customarily arranged
at an alternate area. On account of client administrations, every now and again being conveyed at
single specific place. The areas where every one of the shopping of advancement take a situation,
it is fundamental to understand an each item is conveyed at a correct period and correct domicile
(Raska, Keller and Shaw, 2014).
Promotion: –An item which is prospering implies that a benefit of a curio is rehabilitated over
effectively to a customer and genuine shop has the unmistakable thought about the item.
Patronage is associated with developing a cognizance of a nationals and furthermore to influence
them to purchase a piece. Limited time events for unalike bearing are distinct, and the enterprise
chooses changed strategies to support an element.
3.2: Assess the importance of service sector mix elements to the travel sector
The administration fragment transmission amalgam is additionally perceived as a surprising
advancement balance and is likewise critical basic component of the administration dispose
(Raska, Keller and Shaw, 2014).
3.3: Apply the concept of the total tourism product- Thomas Cook Tourism
A whole tourism wad includes every elements of holiday business appropriate from the course of
action of the visit layer distinctive areas and set it up whereas additionally cogitate the cash client
is anxious to provide and furthermore to the preferring related to the sort of area, the client is
arranged to grasp. It likewise contains getting ready for transport at various stages and
orchestrating the occasion at various areas around Morocco. In the meantime as a single
traveling around organization shield. Many voyages and tourism business nowadays have turned
into a one stop answer for all the travel related issues, and the buyer simply needs to express the

craving to visit a place, the organization will mastermind all other work (Raska, Keller and
Shaw, 2014).

LO4 Assess the integrated nature and role of the promotional mix
The limited time blend has five vital variables. The points of interest of these variables are given
beneath
Advertising: Advertising is advancing and introducing the thoughts and administration. This is
the obligation of the supporter of the organization. An organization needs to publicize their items
since it helps them to spread their items to the clients. An association requires an activity plan to
direct unique sorts of advancements systems. There have a few cases of advertisings, for
example, regular postal mail, radio, bulletin, handouts, and so on. (Tourism Management and
Marketing, 2008).
Individual Selling: individual offering is one of the viable approaches to advance any sorts of
item and administration. The administration of an association enroll person who has deals
abilities. As per the individual offers, the clients are getting exact and fundamental data about a
particular item or administration offered by an association. On the off chance that the agent
satisfies the objective of offers, the association give them additional motivation which is a full of
feeling methodology. The most conventional technique for offering is close to home offering
since it makes a communication between the merchant and client which is the most essential
thing.
Sales advancement: The association can build the interest for items by actualizing these
methodologies. At the end of the day, the limited time exercises of an association are impacted
by the request of items. In the market, the clients are searching for reasonable items and
administrations. An association ought to have the yearning of being the principal need of their

clients. Subsequently, the clients can buy the fancied items from just their chose associations or
companies (Sharpley, 2006).
Public Relations: an association ought to keep the solid connection with their clients. As such,
with the assistance of value administration and items, an association can fulfill their clients. The
relationship amongst open and an association is subject to a few elements,
•Quality administration and items
•Low cost
•Customer mind benefit
•After offer administration
Coordinate promoting: The immediate advertising procedures are one of the full of feeling
showcasing methodologies of an association. With the assistance of direct showcasing approach,
an association can without much of a stretch hold in money related support for future
advancement. There is no extra charges and commission not to be paid any third individual.
Many organizations delegated loads of laborers to build up the connections between the
specialists and clients (Sharpley, 2006).
Corporate picture: One's a client dependably a client. An organization needs to construct its
picture. Accordingly the client can accept on the result of the organization. In the event that they
have confidence on that, they will purchase the item over and over. In the event that some way or
another they don't develop their picture, they not able to maintain their business.

Poster Presentation
Promotional Campaign for 2017
Summer Holidays. Let’s go to
Beach!!
We will provide the best
satisfactory service to our
guests and will take care
of their experience and
satisfaction. Avail the
service to experience best
tour with the experienced
We will take care of
the guests who are
willing to avail the
campaign for 2010
summer holidays.
The package will
highlight on the
specifically most
attractive parts of the
world and will give
you 100% best tour
experience.

Conclusion:
The assignment covered various features of marketing of an individual (Thomas Cook) tourism
sector. The report gave a detailed discussion about the marketing mix of travel and tourism
sector.

References
Chhabra, D. (2010). Sustainable marketing of cultural and heritage tourism. 1st ed. Abingdon,
Oxon, England: Routledge.
Law, R. (2009). INTERNET AND TOURISM—PART XXVII: TRAVEL BLOG. Journal of
Travel & Tourism Marketing, 26(3), pp.344-346.
Oelkers, D. (2007). Travel and tourism marketing. 1st ed. [South Melbourne]: Thomson/South-
Western.
Raju, G. (2009). Tourism marketing and management. 1st ed. Delhi, India: Manglam
Publications.
Raska, D., Keller, E. and Shaw, D. (2014). The Curriculum-Faculty-Reinforcement Alignment
and Its Effect on Learning Retention of Core Marketing Concepts of Marketing Capstone
Students. Marketing Education Review, 24(2), pp.145-158.
Sharpley, R. (2006). Travel and tourism. 1st ed. Thousand Oaks, CA: Sage Publications.