Marketing in Travel And Tourism - Thomas cook Assignment
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Added on 2019-12-28
Marketing in Travel And Tourism - Thomas cook Assignment
Added on 2019-12-28
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Marketing in Travel and Tourism
Table of ContentsIntroduction................................................................................................................................................3Task 1.........................................................................................................................................................31.1 discuss the core concepts of marketing for the travel and tourism sector.......................................31.2 assess the impact of the marketing environment on individual travel and tourism businesses and tourist destinations.................................................................................................................................41.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector...51.4 analyse the principles of market segmentation and its uses in marketing planning........................5Task 2.........................................................................................................................................................62.1 2.1 Analyse the importance of strategic marketing planning for a selected travel and tourismbusiness or tourist destination ?.............................................................................................................62.2 discuss the relevance of marketing research and market information to managers in the travel andtourism sector.........................................................................................................................................62.3 Assess the influence of marketing on society.................................................................................7TASK 3......................................................................................................................................................83.1 Discuss issues on the product, price and place elements on the marketing mix..............................83.1 Assess the importance of service sector mix elements to travel and tourism sector........................93.3Apply the concept of the total tourism product to an individual tourism business or tourist destination..............................................................................................................................................9TASK 4....................................................................................................................................................104.1 Assess the integrated nature and role of promotional mix.............................................................104.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2018 holidays.11CONCLUSION........................................................................................................................................11REFERENCES........................................................................................................................................13
IntroductionTourism is an activity of individuals visit to and places outside of their environment. Tourism isidentify in to four factors and these factors are Host comunity, providing tourist goods and services,goverment of the host area and host area. It is an opportunity to earn profit by tranfer the products andservices that consumer demand. Thomas cook is a international travel company and began in 1841 andThomas cook become world number leading company in travel. Company sales across 9 billion pondand 24 million customers (Steinhauser,2010). Company working in 17 Countries. Company owner isThomas Cook' who was an english businessperson and born in the village of Melbourne. Companyfounded in 1841 by Thomas cook and company serve in global area. Company main headquaters inLondon,England and Company defunct 2002 and the succesor of company is Thomas cook ag and itwas parent company of Thomas cook UK & Ireland.Task 11.1 discuss the core concepts of marketing for the travel and tourism sectorThomas cook is operate their business operation in the United Kingdom. They provide a wide range oftravel product and services to its customers. Apart form that they also operate their business in toanother countries such as Denmark, Porto, Lisbon etc. After globalization the individual per capitaincome is grow which can help to increase the travel products and services. Today the per capitaincome of the UK individual is approx. $35000 which can help to increase the demand. In the contextof case study there are various aspects in the tourism industry which can help to growth the business inthe long term. In order to motivate the customer and visitors the cited business unit is requires that toprovide innovative and attractive products which can help to increase the sales of the company. Thetravel and tourism industry is wide which can include hospitality, transportation, accommodation andother services (Reppenhagen, 2010). It can help to generate large number of jobs which can support thelocal and national economy of the country. Therefore, the government are required to increase theirspending in this sectors and promote their tourism sector in an attractive manner. In the context of coreconcept, the cited business unit is required that they focused on all targeted customers so that they canattain their long term goals and objectives in an effective manner. Customer needs is one of theimportant aspects which can help to create awareness in the market. There are various tools andtechniques in order to identify customer needs the cited business can be used. Market research is one ofthe methods which can help to determine the changing needs of their customers so they can make its
products accordingly. 1.2 assess the impact of the marketing environment on individual travel and tourism businesses and tourist destinationsBusiness environment having a large impact on the business and its future performance. There are twotypes of external and internal environment which are required to analyse in an appropriate manner.Internal factors can be controllable for the company but external factors can not be controllable. Withthe help to evaluating external factors the cited business unit can be overcome the potential risk on thebusiness. For the Thomas Cook can be conduct PESTEL analyses which as given below:Political factor: This is one of the major factor which is related with the political stability and businesspolicies. Both are played an important role in the business and its future growth and development.Government stability is essential for the cited business unit which can provide the consistent growth. Inthe context case study United Kingdom is having stable government which can support a soundbusiness environment (Han,and Back, 2007). They promote a healthy fair competition in the economywhich is to essential for the tourism development. Economical factor: This is one of the major factor which is related with the economic aspects of thecountry. There are various factors which can involved in this factors such as GDP growth, interest rate,inflation, employment situation etc. United Kingdom is one of the leading economy approx. $2.5trillion which is quite impressive as compare to other nation.Social factor: This is another factor which is related with the population size, education level, culture,living of standard etc. These all factors are to important for the demand for tourism products. Forexample the per capita income of the UK is approx. $35000 which is quite impressive as compare toother European countries. It can help to increase the demand of the products which can provide longterm growth. Technological factor: This is another important factors which is related with the innovation andtechnology. Today the role of information technological having a great significance. It can help toprovide competitive advantage. There are various innovative tools which can be used by the citedbusiness unit. For example, they can use social median platform such as Facebook, You Tube andInstagram in order to promote firm's product and services. Environmental factor: Today the customer is more aware towards the environmental and climate issues.Therefore the cited business is required to provide sustainable tourism to their business which can helpto create an ideal image of the public (Brohman,2006). Legal factor: There are various laws and legislation in the travel and tourism sector. These all are make
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