Marketing Mix and Sustainable Tourism

This assignment involves analyzing various research papers and articles related to marketing mix and sustainable tourism. It includes a list of references with details about each publication, as well as an online source providing information on the elements of the marketing mix. The task requires careful examination of the provided materials to generate a suitable title, meta title, and meta description for publishing on Desklib.

Marketing in Travel and
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concept of marketing for travel and tourism sector.................................................1
1.2 Impact of marketing environment on internal factors......................................................2
1.3 Explain factors affecting consumer motivation and demand in travel and tourism.........3
1.4 Analyse the market segmentation and its use in planning of marketing..........................3
TASK 2............................................................................................................................................4
2.1 Importance of strategic marketing planning.....................................................................4
2.2 Relevance of marketing research and market information in travel and tourism sector. .5
2.3 Assess the influence of marketing on society...................................................................6
TASK 3............................................................................................................................................7
3.1 Explain the issue of product, price and place element in marketing mix.........................7
3.2 Importance of service sector mix elements to travel and tourism sector.........................8
3.3 Concept of total tourism product......................................................................................8
TASK 4............................................................................................................................................9
4.1 Integrated nature and role of promotional mix.................................................................9
4.2 Promotional campaign for Thomson..............................................................................10
Covered in poster.................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an important activity for promoting different types of products and services
to the customers. This will assist in advertising various goods in the market. It will help in
identifying demands and needs of target customers. In today's world, travel and tourism sector is
one of the leading rising industry in the world and large number of people are interested in
travelling in all over the world. This is great source of earning revenue for the firm. Marketing
tools are required for increasing number of travellers in the country. The report is totally based
on “ Summer Holiday 2019 to Turkey and Spain” in which research of marketing will be
conducted for doing survey and also motivate travel and tourism sector in the country (Battour
and et. al., 2017). Thomson tour operation company will arrange summer vacation package for
the visitors to Turkey and Spain. The main problem which arises in this study are totally related
to different marketing concepts, importance, method, instrument, basic principles, functions,
merchandising and promotional mix.
TASK 1
1.1 Core concept of marketing for travel and tourism sector
Travel and tourism sector is fast growing industry in all over the world. So there are
different concepts which can be implemented by organisation in effective manner. It is an
activity which assist in running different process and also help in delivering, communicating,
exchanging various products and services to the ideal clients of the firm and try to satisfy their
wants and needs properly. The concept of marketing support in addressing certain issues and
problems of marketing which create hurdle in enhancing sales and production of firm (Becker,
2016). Tour operator of Thomson company will organised summer holiday package 2019 to
Turkey to Spain. There are many famous places of Turkey where they arrange trip for the
customers. Such as Hagia sophia, Sultan Ahmed Mosque, Pamukkale etc. where they visit to
people. Thomson agency will know the people demand and according to their interest they
arrange tour package. A firm also know the core concept of marketing so that they will promote
their holiday package detail on internet and those individuals, family and friends are interested to
visit from Spain to Turkey are come.
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Here are several marketing concepts which are related to travel and tourism industry and
also it will assist in promoting package of summer holidays 2019 which conduct in Spain and
turkey.
 Quantity, satisfaction and choice- Thomson firm should given good quality products to
their customers according to their demand and wants. For increasing number of buyers
for consuming goods and services so it is the duty of company is to provide quality
products for attracting them. Also satisfy them for fulfilling end users needs and wants.
 Products and services- It is important for enterprise is to identify buyers demand and
wants and according to this they should offer them their choice products and services. By
analysing customers choice and preferences then company will produce that goods
properly. In huge market, there are various kinds of products and services to their buyers
in effective manner. They will easily attracts customers who always purchase Thomas
products and services.
 Needs, wants and demand- Thomson main duty is to identify consumers needs and
wants and also try to fulfil them in better manner (Buonincontri and et. al., 2017). After
analysing buyers choice, taste and preference then they develop their demanded products
and services for satisfy them.
 Dealing, transaction and relationship- When a person purchase specific goods by the
seller in deal of giving some cost so that it is known as exchange. If an individual
transfer products to customers then it is called transaction. The function of business are
smooth running for building strong relationship with buyer and seller.
1.2 Impact of marketing environment on internal factors
External environment is directly effects the working condition of business. Thomson tour
operator company will offer summer holiday package in Spain and turkey. There are various
country environmental problems which arises such as terrorist attacks, acid rain in black forest
and poisonous algae in turkey so the tour agencies should also focus on those impacts because
this is danger of ecosystem damage and cause bad impact on tourist destination. It is important
for firm is to analyse whole situation of country then make a plan for holiday trip. On the other
hand internal and external factors of marketing which are affected in travel and tourism sector
are as:
Internal environment:
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It is macro environment factor and it directly affects different factors of tourism industry
that are: Suppliers- they are main person who supply different types of inputs to the goods. In this
sector, supplier are play main role because they provide all necessary demanded products
to the company (Choe, Stienmetz and Fesenmaier, 2017). They will investigate the
customers conveyance and also provide best accommodation place. Customers- They are those individual who consume different firms goods. So it is the
responsibility of Thomson organisation for identify their buyers needs and try to fulfil
them properly.
 Competitors- There are many industries in travel and tourism sector which provide
similar services and facilities to the customers. So it is necessary for Thomson company
to develop effective strategy and try to provide unique services.
In travel and tourism industry, Macro environment play a crucial role for identified some
factors such as political, demographic, economic elements are directly affects whole functions of
an enterprise. Thomas should take care of customers holiday plan and provide them best services
which satisfy them in effective manner. Approximately 7% profit are share in country economy
by travel and tourism sector. Spain is beautiful place for tourists and unique location which feel
good to them.
1.3 Explain factors affecting consumer motivation and demand in travel and tourism
The buyer is important factor which play an essential role for enhancing profitability to
the business (Cvelbar, Grün and Dolnicar, 2017). All the firm will develop each products by
identify customers demand and wants.Thomson company analyse whole market for evaluating
those factors which are helpful for encouraging person by taking firms services. There are certain
factors which directly affects customers demand that are as follows: Taste and preferences- Every buyer also want to visit that place where they satisfy their
needs and wants. Also they like to travel with those company which understand their
preferences and choice and try to fulfil them. It is necessary for firm is to identify
customers taste and preference by this will easily attracts more buyers towards their
products. And also satisfy their needs and demands. There are various popular dishes
which are liked by country people such as Dolma, baklava, borek, doner kebab, ayran etc.
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but it is necessary for tour manager is to know the choice of customers and then provide
them food and other items. Buying Power- Thomson firm try to fix price which are easily affordable by every
standard of people and also they should motivate them for taking their services according
their demands and wants. Every buyer has full power to buy which goods and it is his/her
decision for buying which type of goods and services.
 Economic condition- Mostly buyers are also attracted towards those locations which
economic condition are good and not visit that place where price rate of products are very
high and bad economic condition. Turkey economic maintain whole macro environment
stability in proper manner. The financial stability and competitive factors are remain
constant.
1.4 Analyse the market segmentation and its use in planning of marketing
Segmentation of marketing refers to that process where firm divide target customer and it
will help in identify to target potential buyers who interested to purchase their organisation
products and services (George, 2017). This will assist in increasing efficiency of company. It is
important for Thomson firm is to analyse market segmentation before organising holiday plan in
Turkey. They required to separate customers according to their demand and wants scenario and
then they will satisfy their needs in proper manner. All these segments are support firm for
analysing market details and develop effective plans or policies. There are different types of
segmentation which affects an organisation that are as follows: Behavioural segmentation- This segments are based on behaviour of person such as
characteristics, attitude, attributes, personality towards particular work. The choice of
individual are according to the behaviour of people. Thomson firm target those person
who have interested to purchase different types of products as per requirement. Demographic segmentation- It is an important segment which analyse on the basis of
persons age, gender, income and qualification. So that Thomson will also target an
individual which is based on revenue and education (Leung, Au and Law, 2015). If
traveller knows different language and also they have high income so company will offer
to visit them for Spain and turkey. Thomas tour operator target 20-30 age old person who
are willing to travel from Spain to turkey. It is based on individual age who are interested
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to travel with family and friends. They target different locality person and also target
specific market place. Geographic segmentation- In this segmentation, geographic location create barrier for
the firm. This will totally based on specific area and location. It is also the duty of
Thomas tour operator for take care of UK country people make comfortable.
Segmentation assist in evaluating different channels which can used for travelling in
country.
 Psycho-graphs segmentation- It is that segmentation which is based on people similar
and suchlike (XuBuhalis and Weber, 2017). Company should analyse the choice and
preferences of person which help them for attracting more visitors towards taking their
services in better manner.
TASK 2
2.1 Importance of strategic marketing planning
The Thomson has a strategic marketing planning for their company, they describe their
plans in six steps:
 Need analysis.
 Research and Development.
 Creative Infusion.
 Strategic positioning.
 Marketing plan and development. Training and Evaluation
SWOT analysis of THOMSON:
STRENGHTS: Thomson is the existing brand over years. Thus it is required to have a existing
customers reviews positively and Thomson is having that. Company tailor services according to
requirement of tourist. Company has strong base for the Turkey and Spain. Through this
organisation travellers has a tour for these two places as because company is having great tie-up
there, and entity is already has a existing distribution channel of different products to tourist.
Thomson is best travel and tourism entity for travellers to Turkey ans Spain.
WEAKNESS: Company has great brand recognition. But entity does not work on new
technology. They are not technology conscious. They believe in branding and quality only. The
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biggest pitfall company having is use of intermediaries for the travellers, Entity has perception
that their name is it self work in between the tourist.
OPPORTUNITIES: Thomson can use concept of cross selling, they can provide new services
to tourist on their travelling (Lim, 2017). They can enter to new markets as well. They have a
opportunity to do the co-branding of their services and about their organization as well.
Thomson having many opportunities to cover and soon they are going work over this as well.
THREATS: Thomson has great threats of new entrants in market, or they can have new
product competition with other companies. Mostly it depends on tourist as well, which travel
and tourism organisation they going to choose fro their holidays in Turkey and Spain.
Sometimes in heavy demands or in seasonal basis the channel conflicts to help them correctly.
2.2 Relevance of marketing research and market information in travel and tourism sector
Marketing research is a process of collecting information about the market, as what
services are provided by different travel and tourism. By, gathering data from market helps entity
to create new opportunities for tourist and to create new services and help for the travellers better
than competitors.
The process travel and tourism always undergo with are as follows:
Identification of Problem: Thomson travel and tourism researches as where problem is
creating hurdle in their branding. Problem recognition gives highlight to company for work
according to issues and provide solution for those (Magno and et. al., 2017). Identified problems
leads to solutions always.
Research Objectives: Company has some objectives for research in market. A specified
objectives leads to a correct research of market area. Research objectives should be clear to
research team as what kind of research is to be made. Travel and tourism is biggest industry and
covers a large market, so it becomes difficult for team to overcome those. As, it is required to
have specific objectives.
Planning the Research Design: The research team should know, what design they has
to undergo to have a research, it represents a framework for the research plan of action. A
research design is master plan specifying the procedure for collecting and analysing needed
information.
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Planning the sample: sampling involves procedures that use a small number of items or
parts of the ‘population’ (total items) to make conclusion regarding the sample.
Data collection: The collection relates to the gathering of facts in solving problems.
Travel and tourism mainly collects secondary data which includes (magazines, future history
etc.), and primary data is collected through researches.
Data analysis and processing: Data processing begins with editing of data and its
coding. Once the data has collected , the answers to identified problems is provided (Mazor-
Tregerman, Mansfeld and Elyada, 2017). Travel and tourism is having a lot many issues, for this
process of research is opted.
Preparing and presenting report: This is final stage in research process, information and
conclusion used in decisions by Thomson. The research report specifically communicate
research findings not a complicates statements. Travel and tourism is broad in nature, so
company researches on regular basis.
2.3 Assess the influence of marketing on society.
Marketing is generally thought as the process of promoting brand or services. Societies
are more than individual members that make up group. People of different countries want to
travel somewhere in their entire life. Marketing is those who changes mindset of the society.
Marketing by travel and tourism is done by various ways like through(advertisement, digital
marketing, producing their own books). Marketing helps to increase number of tourist for a
particular place. Thomson mainly markets for the Turkey and Spain. Through marketing the
company can show the offer they are giving on travelling such countries (Elements of marketing
mix. 2014). Although, organisation also provides free services or accommodation of travelling
too.
Thomson believes in providing quality services to tourist because travellers are spending
their money on travelling only. Travel and tourism is the biggest industry nowadays. So it is
important for entities to promote themselves in society, and to make their mindset to travel those
countries for once (Mossaz and Coghlan, 2017). Its hard to change perception of people in
society, thus companies has to market their brand and services in such a way through which they
can attract society towards services they providing.
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Thomson is company who less believes in technology, they have faith on their brand
value and quality of service. Travel and tourism is sector through which a company earns in a
great manner
TASK 3
3.1 Explain the issue of product, price and place element in marketing mix
Marketing Mix
Marketing mix is that concept which help in mixing all elements of firm that include price,
place, product and promotion which should be designed for achieving target goals and
objectives. There are four factors of products that include price, place, promotion and products.
Product- It is very important factor which help in providing demanded goods and services to the
customers. Thomson provide unique services which attracts large number of visitors towards
firm. The high level of competition in the organisation. There are major two issues which are
faced by Thomson such as develop new products and specialization in commodities and
services. Product means to the important tour packages and airlines tickets sold by Thomson
company. Different types of products and services and also develop new goods.
Price- The company will be charged reasonable price which help in gaining attention of
buyers towards effective products and services. Thomson will also face different types of issues
or problems from its rivals. The pricing decision required to be modify according to the
standard of customers. Price refers to the good amount which will be charged by the company.
Change price according to the competitors cost.
Place- This is major problem for travel and tourism industry. It is necessary for the firm is to
select those locations which economic condition is good and it will assist in attracting large
number of travellers. Place is identify the target customers for take services of firm for different
locations. Effective area for attracting large number of customers.
Promotion is the primary portion as this is a factor which is utilized as to boost organization
commodity and services.
3.2 Importance of service sector mix elements to travel and tourism sector
Service sector mix
Service mix means that three extra elements of marketing that will be added and assist in
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service industry which are concrete in nature. Here are three elements:
People- It is important factor of every organisation which provide training and development,
salary, incentives, promotions for making decision in effectively.
Physical evidence- Firm should make changes and also make creative infrastructure.
Process- Every company adopt different process which help in maintaining functions and
activities properly.
Service sector mix concept is important for tourism industry
 Enhancing customers satisfaction
 Improvement in firm image in large market
 Increase quality of products and services
 Distribution of different form of goods
 Fixed reasonable price rate
3.3 Concept of total tourism product
Total Tourism Product
Total tourism product refers to designing products which aim of providing quality services to
their buyers and offers various services such as accommodation, restaurants, hotels,
transportation and some other facilities that include parks, spa and parlour etc. Tourism
products refers to that different products which should be offered by firm to their potential
buyers according to the need and demand. Bundle of several services are required to deliver by
company. There are some services which will provided by firm to their customers such as
hotels, airline tickets, transportation facility or other services which should be divided in to two
categories such as first is “limited” and second is “ total”. Another limited good offer a different
feature which is adopted by only city. For this, total tourism product provide services to their
buyers and also give an option for available all the services and facilities of the tour operator in
which a person is interested. This will be developed for reaching the potential customers and
provide them whole service such as starting from end, transportation, accommodation,
restaurants, hotels, free time facilities like spa, parlour and other services. Thomson will make
package according to the financial condition of people and make reasonable price holiday
package for them. Thomson required to adopt different effective strategy for developing
products and services in qualitative and quantitative manner. There are two kinds of offer which
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will provided by company such as single package in which only one person can visit for three
days according to the demand of customer and also fulfil all requirements of visitors in proper
manner. Other package is travelling in multiple location where more than one place visit by the
firm according to the demand and want of individual for different place.
TASK 4
4.1 Integrated nature and role of promotional mix
Promotion mix refers to that technique which is used for reaching target customers that is
utilised by team of marketing. It is the full combination of effective marketing and use of string
promotion mix that can available for increasing buyers base and success of goods in the market.
There are various roles and characteristics of promotional mix which is discussed as under: Advertisement- It is effective technique which assist in promoting different goods and
services (Ponnam, 2017). By using appropriate advertising, an organisation can develop
and design various promotional tour. This can easily reach the residential as well as
international customers which can done by using social sites, newspaper, magazines,
radio, television etc. Public relation- This is strong and effective technique that will assist in developing best
relationship with customers. Public relation is that tool which aid firm in enhancing the
brand image and also improve goodwill in UK market area. Thomson firm will also
maintain strong relationship with country people which help in increasing growth and
success. They should attract those customers who were regular purchase product from
their firm. Also it is important for company is to provide quality goods and services to the
buyers.
 Sales promotion- This is also an effective technique by which company will easily
attracts large number of buyers towards specific goods and services. It is an activity
which affect clients for using these services properly. Manager of enterprise is try to
motivate employees for developing innovative products and services and serve in whole
market place (Truong and Hall, 2017). This will assist in gaining attention of buyers
towards company developed new goods and services.
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By implementing this elements for offering and packaging of desired products and
services of cited firm. They are easily attracts more and more customers base for the organisation
and also reach the target end user of the entire market.
4.2 Promotional campaign for Thomson
Covered in poster
CONCLUSION
As per the above discussed report it can be concluded that marketing is effective tool
which help in promoting different type of products and services to the potential customers. This
will assist in advertising various goods in the market. It will help in identifying demands and
needs of target customers. Thomson company analyse whole market for evaluating those factors
which are helpful for encouraging person by taking firms services. Segmentation of marketing
refers to that process where firm divide target customer and it will help in identify to target
potential buyers who interested to purchase their organisation products and services. Thomson
travel and tourism researches as where problem is creating hurdle in their branding. Marketing
helps to increase number of tourist for a particular place. Thomson mainly markets for the
Turkey and Spain. Thomson will make package according to the financial condition of people
and make reasonable price holiday package for them. So travel and tourism sector growing in
now days.
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REFERENCES
Books and journals
Battour, M. and et. al., 2017. Islamic tourism: an empirical examination of travel motivation and
satisfaction in Malaysia. Current Issues in Tourism. 20(1). pp.50-67.
Becker, E., 2016. Overbooked: the exploding business of travel and tourism. Simon and
Schuster.
Buonincontri, P. and et. al., 2017. Managing the experience co-creation process in tourism
destinations: Empirical findings from Naples. Tourism Management. 62. pp.264-277.
Choe, Y., Stienmetz, J. L. and Fesenmaier, D. R., 2017. Measuring Destination Marketing:
Comparing Four Models of Advertising Conversion. Journal of Travel Research. 56(2).
pp.143-157.
Cvelbar, L. K., Grün, B. and Dolnicar, S., 2017. Which hotel guest segments reuse towels?
Selling sustainable tourism services through target marketing. Journal of Sustainable
Tourism. 25(7). pp.921-934.
George, R., 2017. Responsible tourism as a strategic marketing tool for improving the negative
image of South Africa. Worldwide Hospitality and Tourism Themes, (just-accepted).
pp.00-00.
Leung, R., Au, N. and Law, R., 2015. The recent Asian wave in tourism research: The case of
the Journal of Travel & Tourism Marketing. Asia Pacific Journal of Tourism Research.
20(1). pp.1-28.
Lim, W. M., 2017. Restoring tourist confidence and travel intentions after disasters: some
insights from a rejoinder to a series of unfortunate events in Malaysian tourism. Current
Issues in Tourism. 20(1). pp.38-42.
Magno, F. and et. al., 2017. Adoption and impact of marketing performance assessment systems
among travel agencies. International Journal of Contemporary Hospitality
Management. 29(4). pp.1133-1147.
Mazor-Tregerman, M., Mansfeld, Y. and Elyada, O., 2017. Travel guidebooks and the
construction of tourist identity. Journal of Tourism and Cultural Change. 15(1). pp.80-
98.
Mossaz, A. and Coghlan, A., 2017. The role of travel agents’ ethical concerns when brokering
information in the marketing and sale of sustainable tourism. Journal of Sustainable
Tourism. 25(7). pp.989-1006.
Ponnam, A., 2017. Investigating the process through which E-servicescape creates E-loyalty in
Travel and Tourism Websites. Journal of Travel & Tourism Marketing. 34(1). pp.20-39.
Truong, V. D. and Hall, C. M., 2017. Corporate social marketing in tourism: to sleep or not to
sleep with the enemy?. Journal of Sustainable Tourism. 25(7). pp.884-902.
Xu, F., Buhalis, D. and Weber, J., 2017. Serious games and the gamification of tourism. Tourism
Management. 60. pp.244-256.
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Online
Elements of marketing mix. 2014. [Online]. Available Through:
<http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/marketingmixrev1.shtml
>. [Accessed on 3rd November 2017].
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