Tourism Marketing Strategies

This assignment delves into the dynamic field of tourism marketing, focusing on contemporary strategies employed in the digital age. It examines the role of websites, social media platforms, and electronic word-of-mouth in shaping consumer perceptions and influencing travel decisions. Students will analyze various case studies and research findings to understand how destinations leverage these tools for effective promotion. The assignment encourages critical thinking about the evolving landscape of tourism marketing and its implications for both businesses and travelers.

Marketing in travel and
tourism
Name: Cristina Mibaela Aupiu
Unit: Marketing in Travel and Tourism
Course: HND Travel and Tourism Management
Lecturer: Millar Couteh
Issue date: 11 September 2017
Submission date: 19 November 2017
College: Business and Management Hospitality Management, UKCBC

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing in travel and tourism sector......................................................1
1.2 Impact of marketing environment on individual travel and tourism business......................2
1.3 Factors affecting consumers motivation and demand in travel and tourism sector..............3
1.4 Principles of market segmentation and its uses in marketing planning................................4
TASK 2............................................................................................................................................5
2.1 Importance of strategic marketing planning.........................................................................5
2.2 Importance of marketing research and market information to managers..............................6
2.3 Influences of marketing on society.......................................................................................6
TASK 3............................................................................................................................................7
3.1 Issues in product, price, place elements of marketing mix...................................................7
3.2 Importance of service sector mix elements to travel sector..................................................8
3.3 Application of concept of total tourism product...................................................................9
TASK 4..........................................................................................................................................10
4.1 Integrated nature and role of promotional mix...................................................................10
4.2 Integrated promotional campaign for travel and tourism business poster..........................10
Covered in Poster......................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Sector of tourism is one of the most important and crucial business relate with the
economy of every country. Growth of this sector largely depend on the growth of tourism sector
in that country. Basically tourism is defined as the overall product and experience gain by visitor
during his tour. There are number of elements which affect the purchasing process and buying
pattern of visitor (Soteriades, 2012). So all these elements must be well identify and evaluate by
the mangers of tour companies so they can better satisfy the needs, wants and demands of its
customers. Thomson and management firm is taken under this report for study. Core concepts of
marketing in travel and tourism sector and impact of marketing environment on travel and
tourism industry is all detailed under this report. Factors which visitor's motivation their demand
in travel and tourism sector with relevance of strategic planning is also include in this. By
understand the core concepts of marketing managers of Thomson can formulate better tour
packages and can better satisfy their needs. In this way company can develop a big and wide
customer base. Relevance of service sector mix and main issues arise in thee marketing mix of
travel and tourism is all described under this report.
TASK 1
1.1 Core concepts of marketing in travel and tourism sector
Marketing is the process of using various channels of communication of to inform
customers about the offering of firm and influence them to buy the same. In hospitality industry,
marketing can be as a process through which firm informed its all existing as well as potential
customers about tangible and intangible features offer by it (Tsiotsou and Ratten, 2010). Apart
from promotion and advertising of services, this also include the task of selling product and carry
out business research. One of the core principle of marketing include needs, demands and wants
face by the customers that differentiation in product which is offer by a business entity to satisfy
those needs and demands.
Needs of customers can be defined as the basic requirement of human which satisfy by
the companies through the products they sold which does not require push marketing from the
firms. Wants are defined as one level more developed than needs, but basically generated from
same requirements (Xiang and Pan, 2011). Demand can be defined as specific requirements of
customer relate with a product and this require more efforts by the firm to impress. Sector of
travel and tourism fall in third category and this increase the importance of marketing in this
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sector. Specific nature of this industry increase the need of more customised and experiential
marketing. For the purpose of current case study it can be said that demands which will be faced
by the Thomson and management in regard of Turkey and Spain will affect by their purchasing
power and buying pattern and this will be the driving force for the marketing by firm.
Main elements which are searched by visitors in marketing is the value in the offer by
company and if the offer services by the company is able to satisfy the needs of customers on
higher level or not. Basically consumers in travel and tourism industry take decision on the value
of two factors known as value and cost satisfaction delivered by firms so they can fulfil and
satisfy their needs and wants (Xiang, Magnini and Fesenmaier,2015). It is very essential that tour
package of Turkey and Spain are considered to be good value for visitors during all the times of
their tour.
Other main element of marketing process is the exchange of good and services by
company. This exchange take place when both service providers and consumers agree that all
elements of deal is appropriate for each of them. Under the scenario of Turkey and Spain same
will be taken under consideration.
1.2 Impact of marketing environment on individual travel and tourism business
Impact of marketing environment will be analysed with the help of micro environment
and macro environmental as well (Zamani‐Farahani and Henderson, 2010). Under micro
environment analysis will be done with the help of SWOT and in macro environment analysis
will be done on the basis of PESTLE analysis. This analysis will be done on the basis of both
tourist destination of Turkey and Spain and tourism business of Thomson and management.
SWOT can be understood by the following table:
Strength: Both Turkey and Spain are well
known destinations on international level.
Further, Thomson firm has a good base of
satisfied customers and presently the company
is serve in different countries and have a wide
base of loyal customers.
Weakness: One of the main weakness of
Thomson firm is that its low and ineffective
online presence and still there is a need for
firm to utilise all its modes of sharing
information. Management of firm is facing a
problem of handling its activities on big scale.
Opportunities: In place of traditional methods
of share information there is an opportunity for
firm to use internet and different platforms of
Threats: Unique and customised holiday
packages offer by its rivals based on internet
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media to create demand on global level. affect the sale of Thomson firm.
Main factors of PESTLE can be understood by following: Political factors: Increase and rise of terrorism attacks affect the attractiveness of
destinations such as Spain and Turkey. Economic factors: Vagueness in currency also decrease the number of visitors in place
such as Spain and Turkey. Social factors: Due to high rate of unemployment, acceptance of high cost tourism has
decreased. Technological factors: Due to technology intervention old methods and techniques of
share information have changes. Today customers and visitor seek information on
internet and on different social platforms relate with any destination of tourism. Environmental factors: Responsible tourism has increased due to increase awareness of
customers about the factors related with environment.
 Legal factors: Various laws made by government relate with the safety and security of
tourist destination also affect the number of visitors.
1.3 Factors affecting consumers motivation and demand in travel and tourism sector
There are number of elements which largely affect and has a influence on consumer
motivation and demand in travel and tourism sector. Main factors include the technological,
socio cultural and motivation factors of tourist (Law, Qi and Buhalis, 2010). Socio cultural
factor relate with the shift in the demand of visitors towards the responsible tourism which has a
low cost and is a major trend which can affect the big players of industry. Due to high rate of
unemployment high cost tourism has not accepted yet.
Due to technology development factors such as online booking by different travel portals
and share of information through different social platforms and visitors of different age has
changed the process of how customers are getting motivated in this industry. Reference from
different individuals who already experience the destination or the service offer by tourism firm
which individuals are trying to approach (Leung and et. al., 2013). Due to development of
different sites such as Tripoto, Tripadvisor and many more now customers search and look for
more reviews and opinions made by other individual. This is one of the factor which is affecting
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the consumer motivation and demand for Thomson firm. Along with this the main factor which
affect the motivation of customers can be understood by the following points: Global economy: Recently, a major downfall saw by world in travel and tourism
industry. Today individuals are more concentrated towards save money which they can
use in their future endeavours. This shift the travel and tourism towards future plans.
Improve economy is the condition of tourism industry which can rise substantial growth.
 Personal budget: This is one of the factor which affect the decision of customers.
Condition of economy does not mater there are still few people who want to travel and
explore different destinations they have a passion for this (Morgan, Lugosi and Ritchie,
2010). These type of travellers search for different deals on various websites for cost
effective plan as this help them in save their money.
1.4 Principles of market segmentation and its uses in marketing planning
Market segmentations is a process under which a firm having large customers base split
them in into smaller multiple group of people and than design the process of marketing for them.
There are some basic variable which are used or chosen by firm for division of customers for
market a particular service (Moutinho, 2011). Before segmentation some questions can be rise
in the mind of marketer. First question is what are the methods to segment the market and to
understand its nature. Second question is find the base on which market will be segmented.
Main methods and factors on which a market can be segmented are unlimited. Main elements of
market segmentation include the following: Geographic segmentation of customers: Under this type of market segmentation,
customers are segregated in different small and homogeneous groups on the basis of
geographic factors which include cities, countries, neighbourhoods and regions. Behavioural characteristic of customers: Knowledge, attitude and responses of
customers are taken as main factors under this segmentation of market.
 Demographic characteristic of clients: In this type of segmentation marketer take and
consider the factors such as age, sex, education and occupation of individual for segment
the market.
Segmentation is known as one of the important and essential factor for marketing planning.
Thomson group help marketers to target the customers in an effective way and offer quality
services to them. This will also help firm in its process of strategic planning for Spain as it is a
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tourist destination for summers (Sotiriadis and Van Zyl, 2013). After that firm can develop and
plan the marketing communication and marketing mix as well for specific group of customers.
This will also help the firm in development of overall strategy by Thomson firm and this will
increase the profits and profitability of firm.
TASK 2
2.1 Importance of strategic marketing planning
Process of strategic planning has following three steps: Segmentation of the market: Process of slit the wide customer base on small groups who
share same needs and demands. To carry out the process of market segmentation different
variables are there which are chosen with particular service that is being marketed by
company (Buhalis and Foerste, 2015). This is important for Thomson as this help and
guide marketers to target the customers efficiently. Further this help and guide for the
process of marketing communication and strategic plaining. Profiling market segments: In this customers are profiled on the basis of their capability
of revenues generation. This will be also beneficial in develop the overall strategy of
marketing by Thomson. One of the main feature of this is that it help the marketers in
identify the most profitable customers for firm.
 Develop a marketing strategy for market segment: This is the last step include in the
process of strategic marketing planning and this can be used by Thomson for its holiday
destination under which marketing strategy is decided to identify that mass marketing
will be used through direct and indirect sales. Process of strategic marketing help
marketer in develop plan and tactical programs to provide number of benefits to
company. This improve efficiency of different activities of firm and help in increase
revenues and profits of company and its market share as well (Cox and Wray, 2011).
Further it help in minimise cost and leads to enhanced productivity of company which
provide various long term advantages to organisation.
One of the main advantage of strategic planning it help in identify and provide best direction to
reach the set objectives and goals. Further it help in eliminate unproductive activities which help
in save time and cost of company. With the help of strategic planning Thomson can get and
collect more information about its target market.
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2.2 Importance of marketing research and market information to managers
Market research and play an important role for the managers especially in the area of
travel and tourism. Main factors which increase the relevance of marketing information and
research in travel and tourism sector can be understood by following points:
 Dynamism of tourism market make it essential for managers to have information being
aware about the tastes of customers (Evans, Stonehouse and Campbell, 2012). Supply
and demand are the two main factors which help manager in identify needs of customers
and help them in design services accordingly. It is very essential for Thomson firm to
design tourism packages for Turkey and Spain and evaluate customers would like the
same or not.
This help manager in identify the future pattern, trends and changes of tourists related
with tourist destinations. This help the firm in marketing and product planning for the customers
of company. It is very essential for the firms, who deal in hospitality industry, to have detailed
information and knowledge about the satisfaction of customers which is an essential elements for
the company like Thomson. Market information and research help firm in study about the
satisfaction of customers. This help firm in evaluate that existing customers are liking the
tourism package or not and if not than it guide the manager in do some modification in it.
Importance of marketing research can be understood by following points:
 Market research help marketer in test the concepts in understand about the strategies used
by its competitors.
 Research is one of the important and effective as it help in understand the market in right
way.
 More information help managers in make better products to satisfy the needs of its
customers.
2.3 Influences of marketing on society
Marketing is one of the factor which influence the purchase decision making process of
customers and it is one of the influencing factor on society. Main aim of marketing is to inform
and influence customers of society thorough the help of marketing communication and strategy.
At present the influence of marketing on society is high (Hall Timothy and Duval, 2012).
Marketing of Thomson will not only influence the society and target market but will also
influence the society of destination. That impact on the destination that is Spain can be position
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and can be negative as well. Under the light of the fact that destination marketing does not have
any negative element than there can be only positive impact of marketing with respect to Spain
as a tourist destination. This will also lead to drive of the consumer economy under which firm
will be able to promote tourism packages to more refined set of customers. Successful marketing
leads to expansion of business, jobs and economic growth of company. Various tool of
marketing are there which can be used by the marketer include direct marketing, advertising,
public relations and sales promotion (Hussein, Ennew and Kortam, 2012). From all these
promotion and advertising are the most used tools concepts of marketing which tries to motivate
large number of customers. Marketing is a inseparable part of people's life as individuals can
not imagine their life without watching and reading advertisements. Today's business
environment also demand that every step or activity include under the marketing should be taken
ethically and all guidelines must be follow to divide the work between right and wrong. It is
responsibility of marketer to give attention to the function which are correct morally. Main
benefits which can be delivered by marketing to the society is stated below:
 It give information to large number of customers
 It offer choices to clients
TASK 3
3.1 Issues in product, price, place elements of marketing mix
Issues in product, price and place
Name: XYZ
Date: 28th October 2017
Concept of marketing mix for the companies who deal in travel and tourism industry basically
includes three elements product, price and place of the service. Main details of these elements is
detail under the following points: Product: As per the scenario given, product is the tour package that is designed by the
marketers of Thomson. This is one of the basic offering by the firm. For decide and
design better products it is very essential that all relevant information must be collected
by the firm. Without this any offer or product by enterprise may fails to attract large
number of customers and this lead to failure of the product. Price: This is one of the integral factor of marketing mix which include the pricing
strategy of company or the price they decide for the tourism package of Spain trip. This
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is one of the important factor as this indicate type of customers who are to be targeted
for the company's product. For this, Thomson can cut its rivals and its offerings with
the help of aggressive pricing.
 Place: This is known as the place in which process of marketing communication of
Thomson regarding the Spain tourism will offer to its customers. Due to number of
changes take place in the concept of marketing the place which must be chosen by the
firm should be the world wide web and channels related with it. Under the light of the
fact that marketing related with this industry need to highly information driven so that it
can develop potential customers and their interests for the tourism of Spain, obstacles of
marketing cost and current needs of tourism marketing need to be use as the cosr
concept. Further, different social platforms and own website of firm can be used for
increase the number of visitors.
3.2 Importance of service sector mix elements to travel sector
Importance of service sector mix elements
Name: XYZ
Date: 28th October 2017
All elements service sector mix are important and relevant for the firm in travel and tourism
industry. Apart from the four elements, product, price, place and promotion of marketing mix
other three P's which include in the service marketing mix include process, people and physical
evidence. Process: Process of service can be defined as the means the service is delivered to end
customers of company. In case of tourism packages of Thomson company it is very
essential to develop hassle free services. It is very essential delivery must be effective
without compromise with the quality of service offer to customers. For this, managers of
Thomson can take the help of service blueprint which help in set priorities of service
offering and under this firm outline the way the service will be reach to customers. People: This component of service marketing mix do efforts to ensure the quality of
individuals and employees of the company who interact with end customers at the time
of sale process. The way in which employees behave with the customers help define and
develop loyal customers for company. People of organisations are very important aspect
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in service industry as these are the one who can make or hamper the image of firm in
mind of its customers.
 Physical evidence: Most of the services which are offered by tourism firms are
intangible in nature. To create and develop a good and loyal customers base it is very
essential for company to add tangible elements and features for the service. In case of
travel and tourism industry, physical features can be the type of hotel in which stay of
visitors is arranged, different tokens of service, type of food offered to them and many
more. This element of service mix can be use a factor of differentiation by Thomson to
develop a competitive advantage and can generate more amount of profits.
3.3 Application of concept of total tourism product
Application of total tourism product
Name: XYZ
Date: 28th October 2017
Concept of total tourism product can be define as the process in which different firms who work
in this sector can fulfil both primary and secondary tourist needs for clients. Needs of tourists
are the needs which are satisfied when whole journey of tourism include visit of different
locations outside the residence. From this a need of visitors can be confirmed. Needs of visitors
can be can be defined in following categories: Primary needs of tourist: These needs of tourist are that which motivate him for make a
tourist trip with the aim of satisfy the need.
 Secondary needs: Needs which arise after the decision of make a trip are come under
this category.
A effective product of tourism is the one which consider all the of consumers. In case of
specific tourism package of Thomson for Turkey and Spain, total product of tourism will be the
one in which firm deliver different type of services to its customers. All this will include the
travel from Turkey and Spain for the visitors, arrangement of hotel for their stay, variety and
quality of food offer to them, arrangements of cars, guides and many more. This mix of
products and service have the following characteristics: Mix of intangible and tangible: Tour package of visitors will be a mix of intangible and
tangible product. Food, hotels, cars and flights will be the part of tangible features. On
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the opposite of this, experience and sightseeing will be the part of intangible features. Core product: Specific tourism package of Thomson for Turkey and Spain will come
under this.
 Product development: Development of product is one of the essential factor of travel
and tourism sector as this contribute in decide the success of tourism package.
TASK 4
4.1 Integrated nature and role of promotional mix
Basically there are five main and important aspect of promotional mix and described
under the following points: Advertising: This technique of promotion related with the promote goods, ideas or
services with the help of an sponsor who can effectively recognise the course of action
which should be adopted by company. Personal selling: This technique of promotion is executed on personal level. Under this
clients are motivate to buy the product with face to face communication. Sales promotion: Company do efforts for increase the sale of firm's product with the help
of discount and contests. Public relations: Under this firm do efforts to create awareness of its product in public
with the help of different communication channels.
 Direct marketing: In this, company use a technique in which they directly communicate
with customers.
4.2 Integrated promotional campaign for travel and tourism business poster
Covered in Poster
CONCLUSION
From the above information it can be summarised that travel and tourism is one of the
sector which largely affect the economy of every country. For increase more number of
customers and to make the trip of Spain and Turkey a successful one it is very essential for the
managers to first identify and understand the key concepts of marketing. This is the only activity
through which marketeers of firm give information to public about the features of its products
and services in order to influence them to buy the same.
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REFERENCES
Books and journals
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Cox, C. and Wray, M., 2011. Best practice marketing for regional tourism destinations.Journal
of travel & tourism marketing.28(5). pp.524-540.
Evans, N., Stonehouse, G. and Campbell, D., 2012.Strategic management for travel and tourism.
Hall, C.M., Timothy, D.J. and Duval, D.T., 2012.Safety and security in tourism: relationships,
management, and marketing. Routledge.
Hussein, R., Ennew, C. and Kortam, W., 2012. The adoption of web-based marketing in the
travel and tourism industry: an empirical investigation in Egypt.Journal of Innovation
Management in Small & Medium Enterprises.2012. p.1.
Law, R., Qi, S. and Buhalis, D., 2010. Progress in tourism management: A review of website
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Leung, D., Law, R., Van Hoof, H. and Buhalis, D., 2013. Social media in tourism and
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Morgan, M., Lugosi, P. and Ritchie, J.B. eds., 2010.The tourism and leisure experience:
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Moutinho, L. ed., 2011.Strategic management in tourism. Cabi.
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efficiency.Journal of Hospitality and Tourism Technology.3(2). pp.107-120.
Sotiriadis, M.D. and Van Zyl, C., 2013. Electronic word-of-mouth and online reviews in tourism
services: the use of twitter by tourists.Electronic Commerce Research.13(1). pp.103-
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Taylor & Francis.Goodall, B. and Ashworth, G. eds., 2013.Marketing in the Tourism Industry
(RLE Tourism): The Promotion of Destination Regions. Routledge.
Tsiotsou, R. and Ratten, V., 2010. Future research directions in tourism marketing.Marketing
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Xiang, Z. and Pan, B., 2011. Travel queries on cities in the United States: Implications for search
engine marketing for tourist destinations.Tourism Management.32(1). pp.88-97.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information technology and consumer
behavior in travel and tourism: Insights from travel planning using the internet.Journal
of Retailing and Consumer Services.22 pp.244-249.
Zamani‐Farahani, H. and Henderson, J.C., 2010. Islamic tourism and managing tourism
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ONLINE
Travel & Tourism Marketing. 2016. [Online]. Available through.
<http://www.ttmworld.co.uk/>. [Assessed on 28th October 2017].
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