Marketing in Travel and Tourism

This presentation provides an overview of marketing in the travel and tourism industry, focusing on the market mix strategies used by Thomas Cook. It discusses the importance of service sector mix in travel and tourism services and explores the concept of the total tourism product. The presentation also includes references for further reading.

Marketing in Travel and Tourism

INTRODUCTION
The marketing is the group of activities to carry
out different operation related to promotion, selling
and building good relationship after pre and post
sales of product. Marketing is the process which is
utilised to provide information to the prospective
customers for the company. Marketing includes
identification of different needs of the customer
and and analysing market behaviour.

3.1 Market mix related to Thomas cook
summer 2018 holiday packages
The Thomas cook organisation is highly involved in analysing
the different needs of the customers. The Thomas cook develop
various strategies related to market mix according to the expectation
of different segments of the customers. Market mix related to the
Thomas cook 2018 summer holiday package for college students
includes:
 Price: The Thomas cook is the company who is concerned
about the prices of their holiday packages provided by the
company.

CONTINUED..
Product: the product and facilities are the aspects of major
competitive advantage of the Thomas cook company. Thomas cook
summer holiday package for the students includes all travel
arrangement starting from the boarding and lodging from the airport
to the dropping the consumer to the home.

CONTINUED..
Place: The holiday package of 2018 Thomson cook involves a
chance for UK college students to visit three destination in 7 day
visit in Egypt, Morocco and Tunisia. The holiday package
involves different location visit like Giza pyramid of Egypt,
Great Mosque Hassan in Morocco.

3.2 Importance of service sector mix involved
in travel and tourism services
Effectiveness of services can not be quantitatively analysed. So the
satisfaction level of the customers defines the effectiveness of the
services. The services are intangible in nature and can not be
examined before the utilising the services. Services are examined
only at the time of consumption. So, the service industry involves
various kind of marketing strategies to develop satisfied customer
base.

CONTINUED..
The different kind of market mix aspects involved in the tourism
industry are:
 People: The effectiveness of the services can be analysed
basis on the behaviour and attitude of the people involved in
the services. The various people like travel agent, guide, the
hotel staff and other people involved in the delivery of
services of the 2018 holiday package of the Thomas cook
affects the satisfaction level and customer loyalty towards the
brand. The people is the main authority of the organisation
that ultimately deals with the client so, the behaviour and
nature of person influence the customer satisfaction level.

CONTINUED..
Process: The Process of the Thomas cook involves the different
activities like dealing with the prospective customers, providing
them information about 2018 holiday packages, ensuring them
delivery of quality services and products, and entraining them the
total travel product and maintaining good relationship with
customers after sales. The process of the company involves various
activities like providing information about the company holiday
packages, other facilities such as food, beverages, accommodation
and transportation etc.

CONTINUED..
Partnership: The Thomas cook is working in partnership with
various businesses of hotel industry, restaurant industry and the
transportation companies and airlines companies. All these
together work in partnership to ensure the efficient delivery of
quality services to the customers. Thomas cook is in partnership
with various companies to carry out their operation related to
inbound and outbound services to consumers.

CONTINUED..
 Packaging: The packaging of services includes different amenities
and the products, handouts and other packing material of the
services are to be according the requirement of the customers.
 Physical evidence: The infrastructure, architecture, organisation
culture, are the physical evidences of the company that creates a
brand image and attitudinal change about the specific company
product. Physical evidences are should be given with full
information about the company and their services like brochure,
leaflet of Thomas cook etc.

3.3 Total tourism product
The total travel product refers to the services and product of
utilisation provided by the Thomas cook organisation required by
the customer during travelling. These product comprises of all the
things being used by the customers fro making their travelling
experience smooth functioning and better. The total travel product
helps the customer to resolve problem that may occur during travel
to the decided destination.

CONTINUED..
The total travel tourism product of the 2018 holiday packages for
the college students of UK includes:
 Thomas cook make all lodging and boarding facilitates to
their customer.
 The total travel product includes the booking and making
availability flight tickets for the college students of UK

REFERENCES
Sigala, M Christou, E and Gretzel, U. eds., 2012. Social media in
travel, tourism andhospitality: Theory, practice and cases.
Ashgate Publishing, Ltd..
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.103-124.
Thakran, K and Verma, R 2013. The emergence of hybrid online
distribution channels in travel, tourism and hospitality. Cornell
Hospitality Quarterly, 54(3), pp.240-247.