logo

Report on Marketing in Travel and Tourism (DOC)

   

Added on  2020-06-04

13 Pages4943 Words100 Views
Marketing in travel andtourismName: Cristina Mibaela Aupiu Unit: Marketing in Travel and Tourism Course: HND Travel and Tourism ManagementLecturer: Millar Couteh Issue date: 11 September 2017Submission date: 19 November 2017 College: Business and Management Hospitality Management, UKCBC

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Core concepts of marketing in travel and tourism sector......................................................11.2 Impact of marketing environment on individual travel and tourism business......................21.3 Factors affecting consumers motivation and demand in travel and tourism sector..............31.4 Principles of market segmentation and its uses in marketing planning................................4TASK 2............................................................................................................................................52.1 Importance of strategic marketing planning.........................................................................52.2 Importance of marketing research and market information to managers..............................62.3 Influences of marketing on society.......................................................................................6TASK 3............................................................................................................................................73.1 Issues in product, price, place elements of marketing mix...................................................73.2 Importance of service sector mix elements to travel sector..................................................83.3 Application of concept of total tourism product...................................................................9TASK 4..........................................................................................................................................104.1 Integrated nature and role of promotional mix...................................................................104.2 Integrated promotional campaign for travel and tourism business poster..........................10Covered in Poster......................................................................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11

INTRODUCTIONSector of tourism is one of the most important and crucial business relate with theeconomy of every country. Growth of this sector largely depend on the growth of tourism sectorin that country. Basically tourism is defined as the overall product and experience gain by visitorduring his tour. There are number of elements which affect the purchasing process and buyingpattern of visitor (Soteriades, 2012). So all these elements must be well identify and evaluate bythe mangers of tour companies so they can better satisfy the needs, wants and demands of itscustomers. Thomson and management firm is taken under this report for study. Core concepts ofmarketing in travel and tourism sector and impact of marketing environment on travel andtourism industry is all detailed under this report. Factors which visitor's motivation their demandin travel and tourism sector with relevance of strategic planning is also include in this. Byunderstand the core concepts of marketing managers of Thomson can formulate better tourpackages and can better satisfy their needs. In this way company can develop a big and widecustomer base. Relevance of service sector mix and main issues arise in thee marketing mix oftravel and tourism is all described under this report. TASK 11.1 Core concepts of marketing in travel and tourism sectorMarketing is the process of using various channels of communication of to informcustomers 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 potentialcustomers about tangible and intangible features offer by it (Tsiotsou and Ratten, 2010). Apartfrom promotion and advertising of services, this also include the task of selling product and carryout business research. One of the core principle of marketing include needs, demands and wantsface by the customers that differentiation in product which is offer by a business entity to satisfythose needs and demands. Needs of customers can be defined as the basic requirement of human which satisfy bythe companies through the products they sold which does not require push marketing from thefirms. Wants are defined as one level more developed than needs, but basically generated fromsame requirements (Xiang and Pan, 2011). Demand can be defined as specific requirements ofcustomer relate with a product and this require more efforts by the firm to impress. Sector oftravel and tourism fall in third category and this increase the importance of marketing in this1

sector. Specific nature of this industry increase the need of more customised and experientialmarketing. For the purpose of current case study it can be said that demands which will be facedby the Thomson and management in regard of Turkey and Spain will affect by their purchasingpower 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 bycompany and if the offer services by the company is able to satisfy the needs of customers onhigher level or not. Basically consumers in travel and tourism industry take decision on the valueof two factors known as value and cost satisfaction delivered by firms so they can fulfil andsatisfy their needs and wants (Xiang, Magnini and Fesenmaier,2015). It is very essential that tourpackage of Turkey and Spain are considered to be good value for visitors during all the times oftheir tour. Other main element of marketing process is the exchange of good and services bycompany. This exchange take place when both service providers and consumers agree that allelements of deal is appropriate for each of them. Under the scenario of Turkey and Spain samewill be taken under consideration. 1.2 Impact of marketing environment on individual travel and tourism businessImpact of marketing environment will be analysed with the help of micro environmentand macro environmental as well (Zamani‐Farahani and Henderson, 2010). Under microenvironment analysis will be done with the help of SWOT and in macro environment analysiswill be done on the basis of PESTLE analysis. This analysis will be done on the basis of bothtourist 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 wellknown destinations on international level.Further, Thomson firm has a good base ofsatisfied customers and presently the companyis serve in different countries and have a widebase of loyal customers. Weakness: One of the main weakness ofThomson firm is that its low and ineffectiveonline presence and still there is a need forfirm to utilise all its modes of sharinginformation. Management of firm is facing aproblem of handling its activities on big scale. Opportunities: In place of traditional methodsof share information there is an opportunity forfirm to use internet and different platforms ofThreats: Unique and customised holidaypackages offer by its rivals based on internetaffect the sale of Thomson firm. 2

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Marketing in Travel and Tourism Report - Doc
|16
|4893
|29

Marketing in Travel and Tourism
|19
|5317
|92

Marketing In Travel And Tourism INTRODUCTION
|14
|5150
|75

Marketing Strategies for Thomson Summer 2019 Holidays to Turkey and Spain
|24
|4453
|298

Marketing in Travel and Tourism Sector Project
|15
|5092
|25

Report on Marketing Concepts and Principles in Travel and Tourism Sector
|18
|5369
|50