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Tourism Industry Analysis and Trends

   

Added on  2020-01-28

14 Pages4466 Words41 Views
Leadership ManagementPolitical Science
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Marketing in Travel andTourism
Tourism Industry Analysis and Trends_1

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Core concepts of marketing in travel and tourism ...............................................................11.2 Impact of marketing environment on individual travel and tourism business .....................11.3 Factors which effects consumer motivation and demand ....................................................31.4 Principle of marketing segmentation and its usage in marketing planning.........................3TASK 2............................................................................................................................................42.1 Importance of strategic marketing planning in tourists destination and tourism business 42.2 Relevance of marketing research and marketing informations............................................52.3 Influences of marketing on society ......................................................................................6TASK 4............................................................................................................................................74.1 Assess integrated nature and role of promotional mix.........................................................74.2 plan and justify an integral promotional campaign ..............................................................8CONCLUSION................................................................................................................................8REFERENCES ...............................................................................................................................9
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INTRODUCTIONIn order to promote the diverse range of travel and tourism services as well as productsamong the different market customers is essential for marketing manager to focus on theeffective promotional strategies (Becker, 2016). It has been also assessed that travel and tourismsector mainly contribute their maximum percentage of share within the UK economy as there ispositive travel trend and among the customers. The market share of travel and tourism isincreases by 25 % every year. In UK GDP growth hospitality industry contribute approximately15%. The present report focuses on travel and tourism organization that is Thomas Cook thatmainly focuses on creating the summer holiday package 2017 for the destination that is Moroccoand Egypt. Thomas cook is one of the leading company in travel and tourists sectors and itsoperation incomes is more than £310 million as per 2015 (Prebežac and 2016). Along with this,the report will also focus on discussing the concept of marketing within the travel and tourismsector so that they can easily meet the different requirement and need of the customers andtravelers (Buckley, 2012).. The report would also focus on gaining insight knowledge regarding
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the different service marketing mix elements that support the company to sustain in the highlycompetitive scenario.TASK 11.1 Core concepts of marketing in travel and tourism Thomas Cook Group is the British global travel company. The company offers itsservices in travel and tourism sector. In 2011, after merging with co-operative travel it becomesUK's largest travel network. Organization has five main divisions which are UK, Central Europe,German, west Europe and Northern Europe. It serves its services to more than 19.1 millioncustomers every year. Role of marketing is travel and tourism is to identify need and want of thetargeted customers (Becker, 2016). For conducting summer holidays in Morocco and Egypt,entity is using core concepts of marketing for Travel and Tourism sector which are as follows. NeedsFor the success for travel and tourist industry, it is important to understand needs ofconsumers. For identifying the requirements of the customers, company can conduct variousmarket research which assists to them in evaluating the needs of users (Brandon-Jones, Lewisand Walsman, 2016). For conducting tour packages of 2 weeks in Egypt and 1 week in Moroccoin summer’s holidays, entity need to identify the different tourist destinations which giveopportunities to consumers for enhancing their experience.WantsIt is essential that requirement of travellers should be identified.. The main objective ofcompany is to provide best services to their consumers. For this, Thomas Cook renders culturalpackage to their customers. Business firm offers there tourist packages at lower prices so thatthey can attract more customers in their business.DemandAfter identifying need and wants, company focus on demand of customers. This includesdifferent marketing technique which assists the entity in fulfilling demands of customers(Buckley, 2012). Demands of customer are to explore more palaces in Egypt and Morocco whichenhances their travelling experience and also at the lower prices.
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