Marketing in Travel and Tourism Sector: A Comprehensive Analysis of First Choice Summer Deals 2019

Marketing in Travel and Tourism Sector

Table of Contents
Introduction......................................................................................................................................4
LO1..................................................................................................................................................5
P1.1 Discuss the core concepts of marketing for the travel and tourism sector..............................5
P1.2 Assess the impact of the marketing environment on individual travel and tourism businesses
such as First Choice and tourist destinations with reference to Turkey and Spain.........................6
P1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism
sector................................................................................................................................................7
P1.4 Analyse the principles of market segmentation and its uses in marketing planning at First
Choice..............................................................................................................................................8
Conclusion.......................................................................................................................................9
LO2................................................................................................................................................10
Introduction....................................................................................................................................10
P2.1- Analyse the importance of strategic marketing planning for a selected travel and tourism
business (First Choice) or tourist destination (either Turkey or Spain).........................................10
P2.2- Discuss the relevance of marketing research and market information to managers in the
travel and tourism sector with reference to First Choice...............................................................10
P2.3 – Assess the influence of marketing on society.....................................................................11
Conclusion.....................................................................................................................................12
LO3................................................................................................................................................13
P3.1 Discuss issues in the product, price and place elements of the marketing mix with reference
to First Choice Summer Deals 2019 to Spain and Turkey (Article)..............................................13
P3.2 Assess the importance of service sector mix elements to the travel sector (Article)............15
P3.3 Apply the concept of the total tourism product to an individual tourism business such as
First Choice (Article).....................................................................................................................15
LO4................................................................................................................................................17
P4.1 Assess the integrated nature and role of the promotional mix..............................................17
P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals 2019
holidays. (refer appendix)..............................................................................................................18
Conclusion.....................................................................................................................................20
Reference list.................................................................................................................................21

Appendix........................................................................................................................................24

Introduction
The report clearly examines the core concepts of marketing that has been exploited by First
Choice. In this case, it can also be mentioned that the segmentation in order to categorize the
customers of the company has been evaluated along with the evaluation of the tools and
techniques that are being used by the organisation have been discussed in this report. It has been
evaluated that the First Choice must be concerned with the strategic planning for the organisation
as it would help them to develop in the market in an effective manner thereby offering the
customers with the opportunity to enjoy the tour that they will be organising in the year 2019.
They have decided to organize a tour in Turkey and Spain in the year 2019 for which proper
promotional campaigns have also been considered in this case. This report also explains the
different products and services that the organisation will be offering to its customers.

LO1
Introduction
The marketing is considered to play an effective role in meeting the requirements of the targeted
customers as it helps in the development of the business strategy. First Choice must employ the
core concepts of marketing for using the concept of marketing in a more effective manner so that
the holiday trip in Turkey and Spain in 2019 can be organised in an effective manner. .
P1.1 Discuss the core concepts of marketing for the travel and tourism sector
Market: the tour operators are facing huge demand for travelling in Turkey and Spain. The
government of Spain is also supportive and helps the tour organisations so that their economy
can be enhanced.
Demands and requirements- with the time, the taste and preferences of the customers changes
and for this very reason, the marketing department of First Choice needs to conduct a survey of
the customers in order to remain updated regarding changing trends.
Product: the products mainly refers to the different facilities and the services that are being
offered to the customers during their visit such as accommodation, transportation, food services
and travel packages.
Value satisfaction and quality: it is very important for the management of First Choice to collect
feedbacks from their customers who have used their services. Based on the feedbacks they must
develop their services more as this would help them to enhance the services in an effective
manner.
Exchange relationship and transaction- with the exchange of money the customers of First
Choice uses the services. Moreover, First Choice always tries to develop a good relationship with
the customers so that they can retain their customers thereby attracting more towards them.

Figure1: Core concept of Marketing
(Source: Waheed et al., 2017)
P1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses such as First Choice and tourist destinations with reference to Turkey and Spain
Analysis of the business environment is considered to be very important for First Choice as this
would help them to develop the experiences of the customers in an effective manner. The
analysis would also help the organisation to get updated regarding the changes in the trends and
preferences of the customers.
Macro environment of London:
Political: the political stability should be the main concern of the tour operators before organising
the tourism. In case of Turkey, the customers may hesitate to visit the place due to previous
political instability in the country (Sheehan et al., 2018). Therefore, the company must develop
their strategic plans in a effective manner so as to attract more customers in this tourism.
Economy: from the sources, it has been observed that Spain has been able to generate a revenue
of 19 million in 2017. The tourism would help Turkey and Spain to enhance their economy in an
effective manner.

Technology: in order to reach out to the potential clients First Choice must make the use of
proper technology. Being technologically updated, Spain and Turkey would be able to offer its
visitors with proper services.
Micro environment of Tourism Sector:
The analysis of the micro environment would help the organisation to fulfil the requirements of
the customers in an effective manner.
Competitors: the tourism industry is highly competitive in nature. Therefore, before, designing
the strategies based on the competitors in an effective manner so that they can attract more
visitors to the tourism in Turkey and Spain.
Suppliers: in order to provide its customers with the ability to experience the best services with
their company for the tourism they must offer proper accommodation, food services,
transportation, packages etc. Moreover, well-educated guides are also required for the same to
avail the proper services of the organisation (McCamley and Gilmore, 2018).
Tourism organisation: offering the best quality is considered to be very important for the tourism
organisations.
P1.3 Discuss the factors affecting consumer motivation and demand in the travel and
tourism sector
The factors that influences the consumer motivation has been described below:
Culture factor: this factor involves the different culture and the social aspects of the individuals
or the country. The visitors would be able to collect a wide range of information regarding the
different social and cultural factors of the different countries. This enhances the knowledge
regarding community of the destination of the customers (Khalilzadeh, and Wang, 2018).
Tourist motivation: motivating the customers for travelling is another important aspect for the
customers. In this case, if customers love adventurous tour they could visit to the Spain and on
contrary if the customers are in favour of Scenic beauty then they can opt for Turkey.

Buyer’s decision process: the buying process of the customers mainly depends o the demand of
the places, packages that being offered to the customers, discounts offered etc.
P1.4 Analyse the principles of market segmentation and its uses in marketing planning at
First Choice.
Segmentation of the customers is considered to be an effective manner that would help in
fulfilling the requirements and demands of the customers in an effective manner. In this case, it
can be stated that First Choice needs to segment its customers into smaller parts that would help
in fulfilling the demands of the customers in an effective manner:
Demographic segmentation: this type of segmentation is mainly based on the visitors based on
their age, religion, ethnic background, culture, income etc.
Behavioural segmentation: this segmentation is mainly done based on the expectations that they
have from the tourism organisations. This is also followed by the different level of satisfaction
that they have incurred from their visits to the selected destinations (Rogerson, 2018). As the
selected organisation of this report, is well accustomed with the needs and requirements of the
travellers they are well benefitted from this type of segmentation.
Figure2: Cultural tourism Turkey
(Source: Turkey Home, 2018)

Psychographic segmentation: this segmentation is mainly done based on the perceptions, values
and beliefs of the customers.
In this case, it can be stated that it would be effective for the organisation to select the
demographic and the psychographic segmentation for the customers who loves scenic beauty and
adventurous travelling. This would also help the organisation to develop suitable packages for
the customers (Zhu et al., 2018).
Conclusion
Thus, it can be stated that the report clearly depicts the core marketing concepts that must be
used by the First Choice Company to develop its strategies in an effective manner. Moreover, it
can also be added that with the help of the core marketing concepts the organisation would be
able to make the use of the proper demographic segmentation so that it can be fruitful for the
company. In addition to this the changing trends would also remain updated if the proper
marketing strategies are used by the company.

LO2
Introduction
As it has already been stated that, the organisation, First Choice, needs to develop the marketing
planning in the market in order to expand its customer base, it is highly essential for them to
undertake a market research. This would help the organisation to study the market in an effective
manner. In addition to this, this report also explains the different factors and impact of marketing
that will pose on the organisation that has been selected in this case.
P2.1- Analyse the importance of strategic marketing planning for a selected travel and
tourism business (First Choice) or tourist destination (either Turkey or Spain)
As Turkey is known for its scenic beauty, the tourist would enjoy the beauty of the place and in
case of Spain, tourists, who love adventure would definitely go for it. Based on their qualities
these destinations are demanded so much amongst the customers. The tourism industry is
believed to offer several job opportunities to the people of the country and in turn enhances the
economy of the country as well. It has been observed that in order to understand the countries i.e.
Spain and Turkey, it is very important for the management of the First Choice to undertake
suitable research of the places and thereby analysing the internal factors that influences the
tourism industry (Altin et al., 2018). Therefore, it can also be added that the organisation also
makes the use of several tools and techniques that helps them to study the countries and the
different places in an effective manner. The tourism that will be done in Spain has been
considered to be effective as stated by the PLC technique as it is in the growing the stage. As
have already mentioned, the market research is considered to be very effective as it would help
in identifying the changing trends amongst the customers and based on the same strategies would
be developed to fulfil the objectives of the company.
P2.2- Discuss the relevance of marketing research and market information to managers in
the travel and tourism sector with reference to First Choice
The market research that has been undertaken by First Choice has enabled them to understand
and study the different taste and preferences of the customers. This in turn would help the

organisation to strategize their plan accordingly based on which the Tour Package of 2019 will
be designed. As the new trend of Eco-Tourism has developed the company can go for the same.
In addition to this, it can also be stated that these strategies would also help them to attract more
customers in an effective manner. Selecting the Eco-Tourism would help First Choice to attract
more customers thereby developing the structures in an effective manner.
With the help of the market research systems, the company would be able to undertake proper
research of the market so that the demands existing there can be evaluated in an effective
manner. In order to operate within the market in an effective manner, the organisation, First
Choice would be able to develop the strategies and the different policies in an effective manner
so that it can achieve the competitive advantage in the market. With the help of the online
interviews and surveys the company would be able to understand the requirements of the
customers effectively (Tsaur and Chen, 2018). Moreover, studying the values and significances
of the countries such as Spain and Turkey can also be undertaken and based on the same the
packages can be designed.
P2.3 – Assess the influence of marketing on society
Social and cultural responsibility
Positive impact: as the tourism industry has been able to generate different job opportunities, it
has become very important for the people of the places where tourism is undertaken to maintain
the culture and heritage of the places.
Negative impact: as the tourism level is increasing, it has led to the people to shift o one place to
the other. This led to disrupt amongst the people of the places.
Environmental
Positive impact: with the inclusion of the eco-tourism in the concept of tourism, it has helped
them to be eco-friendly to the nature. The different tour operators have also taken the imitative to
plant more trees to protect the environment.

Negative impact: with the increase in the level of tourism the level of pollution and degradation
of the eco-system has also occurred. This has deteriorated the environment.
Economic
Positive impact: with the increase in the level of tourism has increased therefore, it hassled tto
the development of the economy of the specific countries including the development in the Gross
National Income, employment opportunities and the industrialization (Strambach and Surmeier,
2018).
Negative impact: the government has invested more in the development of the tourism and this
in turn have negative impact such as the government have fewer budgets to develop the other
aspects of the country. This on the other hand can create disputes among the people and the
economy of the country.
Ethics
Positive impact: First Choice while promoting or marketing their services or the products must
develop their promises in such a way that would help them to meet the expectation of the
customers in an effective manner. The ethical values must be maintained by the First Choice in
an effective manner.
Negative impact: First Choice can face loss in its customer base if they follow unethical steps to
develop their business in the upcoming days.
Conclusion
The report has been developed in order to study the different ways in which First Choice
analyses the marketing research to understand the business environment for developing their
services. The report also explains the different positive and negative impacts of the impact od
marketing on society in an efficient way.

LO3
P3.1 Discuss issues in the product, price and place elements of the marketing mix with
reference to First Choice Summer Deals 2019 to Spain and Turkey (Article)
With the help of Marketing Mix, the
organization, First Choice would be able to
develop the strategies for the summer
package to Spain and Turkey in 2019, in a
better manner.
Marketing mix of First Choice
Product: the products that the tour operators
mainly offers its customers involves,
accommodation, food packages,
transportation and resort packages etc. In
this case, it can be stated that First Choice
must develop their products in such a way
that it would help them to attract the
attention of the customers in an effective
manner. Designing the products in a Unique
manner would help the company to attract
more customers for the holiday package.
Place: the selection of the place is
considered to be very essential as it helps in
attracting the customers effectively. In this
case, it can be stated that as Spain and
Turkey is in high demand therefore, this will
help First Choice to attract more customers
(Almeida-Santana and Moreno-Gil, 2018).
Spain is mostly visited for its adventure and
on contrary to this Turkey is majorly visited
for its scenic beauty. Therefore, if the
organisation is able to design, its packages

according to the taste and preferences of the
customers then they would be able to attract
more customers.
Price: it is very important for the
organisations to design their prices in a
competitive manner so that they can earn
competitive advantage for the pricing
strategy. In this case, it can be stated that
First Choice must make market research
regarding the prices that its competitors are
offering to their customers and based on the
same they would design their prices
accordingly. This would help the
organisation o attract more customers in the
market and would be beneficial for them in
the long run as well. Here, it is worth
mentioning that the organisation, First
Choice must develop their prices for the
summer holiday in such a way that it helps
them to attract more customers from the
market.

P3.2 Assess the importance of service sector mix elements to the travel sector (Article)
When the question comes to the
performance of the organisation named First
Choice, t is mainly impacted by the service
sector mix therefore contributing to the
business environment in an effective
manner.
Service Sector mix of First Choice
People: in order to develop in the market,
First Choice must have highly skilled
employees with experience so that they are
able to meet the requirements of the
customers in an effective manner.
Process: First Choice mostly focuses on
involving skilled employees and recruits the
talented employees thereby provide them
with suitable training for their further
development (Sheth and Sisodia, 2015).
Physical Evidence: First Choice has
developed their online website that helps the
customers to make researches regarding the
packages and holiday details.
Promotion: the social media is the platform
for First Choice to promote their services so
that their customers can get aware of the
services that they offer.
P3.3 Apply the concept of the total tourism product to an individual tourism business such
as First Choice (Article)
The products that are offered by the tour
operators to its customers refer to the
different services and the products that the
customers require in their holiday trips. The

products can be categorised as both tangible
and intangible in nature. The company used
in this report, First Choice is considered as
one of the superior quality brand and it is a
part of the TUI Group. The services, that are
offered to the customers of high quality
(Hassan and Jung, 2018).
If any customer wants to gather knowledge
regarding the services or the packages that
the company has been offering then they can
simply visit to the website and search
anything they want. The company must also
design their website in such a way that the
customers can easily find whatever they
want to search. Offering the customers with
the ability to find everything easily would
help the company to retain its existing
customers thereby attracting more. This on
the other hand, also enhances the value of
the interest of the customers.
This platform must include all the relevant
information regarding tour and travel that
the organisation will be offering its
customers thereby enabling the customers
with proper knowledge regarding the
holiday packages that the organisation is
going to offer them. Moreover, it can also be
stated that a proper web traffic must be
maintained by the organization in their
website.
The company must also involve the
information regarding products and services
that the company will be offering the
customers in the packages so that it would
help the customers to be informed regarding
the different facilities that they are going to
offer its customers (Abadi et al., 2018).

LO4
P4.1 Assess the integrated nature and role of the promotional mix
An organisation mainly makes the use of the promotional mix plan so that they can advertise the
different services and the products to reach out to the customers in an effective manner. In this
case, it can be stated that the organisation must advertise their products and services so that they
are able to meet the demands of the customers prevailing within the market (Saari et al., 2018).
This report also explains the fact that First Choice also employs the promotional mix in order to
advertise regarding the products and the services that they want to deliver to their customers.
They have designed the First Choice Summer Holiday 2019 in Turkey and Spain and with the
help of the promotional mix they would be able to reach out to their customers with their
services in an effective manner. The promotional mix would also help the organisation to
generate high revenue thereby increasing their sales level (Number of international tourists
arriving in Spain in 2017, 2018).
Advertising: advertisement is considered to be very helpful for the organisations to reach out to
their customers. Therefore, First Choice also makes the social media platform in a most strong
manner so that it can expand its business all over the world. The social media helps the company
to convey their messages to the customers. Moreover they also makes the use of Google and
Television in order to convey their messages to their customers regarding their products and
services including the different packages that they want to offer to their customers. This would
help them to become one of the renowned companies thereby increasing their customer base as
well.
Public relations: developing a good relationship with the customers is also considered to be one
of the most effective roles that a company needs to play in order to increase the customer base.
Therefore, First Choice has hired the best public relation officer so that he can communicate their
services and the products to the customers and make the same an interesting one. This would
help them to attract more customers in the market thereby boosting the sales level of the
company (Ramos et al., 2018). The public relationship officer advertises the products and the
services to the customers by engaging them with their company for the long run.

Sales Promotion: this process is also considered to be very important for an organisation. First
Choice in this case, promotes its products and services along with offering the customers with
different discounts, special offers and other facilities that would help the to attract the customers.
Mostly customer opts for the discounts and the special offers and therefore, this strategy would
help the company to attract a huge traffic.
Direct selling: the main concern of First Choice is to recruit employees who are highly skilled.
They are being provided with suitable training regarding their products and services that would
help them to communicate with the customers in an effective manner. The company mostly tries
to develop the communication skills of the employees so that they are able to develop the process
of direct selling in a better way. After the completion of the training process, the employees have
to visit the customers in order to explain the different packages that the company wants to offer
them along with the facilities that they would get on purchasing the holiday packages. This
would help the company to reach out to more customers so that they can increase their sales level
and in addition to this increase their customer base as well ().
Online promotion and internet: having the website, First Choice has designed the website in such
a way that the customers would be able to search for their required products and services in an
effective manner. Moreover, it can also be stated that the organisation needs to develop their
websites in such a way that the customers can compare the packages and the prices of the
products with other organisations. This would help the customers to be loyal with the company.
P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals
2019 holidays. (refer appendix)
Integrated promotional campaigning refers to the activity that involves the unified experience for
the customers who can understand the fact that the customers are their main concern and their
requirements and demands would be valued by the organisation. The integrated promotional mix
employed by First Choice has been explained below:
Online promotion and internet: in today’s world online process and internet has become the most
appropriate trend. Therefore, it helps the organisation to communicate with the employees in an

effective manner. In this case, it can be stated that the organisation would be able to develop the
website in such a way that the customers are able to gather knowledge regarding the packages
that the organisation is offering them. They can also compare the services with that of the other
companies and select the best one. In this case, the packages must be developed in such a way
that it helps the organisation to attract huge traffic to their website.
Public relation: as have already been stated that the organisation hires a public relation officer
who, then communicate with the customers regarding the new products and services that the
company wants to offer them. The individuals are first hired and then are offered with suitable
training so that they are able to communicate with the customers in an effective manner. In the
training process, the public relation officers are acknowledged regarding the different products
and services thereby keeping the customers engaged with their company. This would help First
Choice to develop the sales level of the company thereby increasing the customer base as well.

Conclusion
Thus, it can be stated that First Choice is a well known tour operator and is a part of TUI group
has decided to offer its customers with its services like Summer Holiday 2019 to Turkey and
Spain. The different marketing strategies have been discussed in this report along with the
positive and negative impact on the society. It has been observed that the company has
developed their products and services in such a way that would help them to attract more
customers in the highly competitive market thereby increase the sales level of the company in an
effective manner.

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Appendix

INTEGRATED PROMOTIONAL CAMPAIGN FOR FIRST CHOICE SUMMER DEALS
g refers to the activity that involves the unified experience for the customers who can understand the fact that the customers are their main conc
be stated that the organisation would be able to develop the website in such a way that the customers are able to gather knowledge regarding the packages that t
The organisation hires a public relation officer who, then communicate with the
customers regarding the new products and services that the company wants to offer
them. The individuals are first hired and then are offered with suitable training so that
they are able to communicate with the customers in an effective manner.