Assignment Marketing in Travel And Tourism
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Added on 2020-06-04
Assignment Marketing in Travel And Tourism
Added on 2020-06-04
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MARKETING IN TRAVEL ANDTOURISM1
CONTENTSINTRODUCTION.......................................................................................................................................1TASK – 1....................................................................................................................................................11.1Discussing the Core concept of marketing in travel and tourism sector.......................................11.2Assessing the impact of marketing environment of London........................................................21.3Factors affecting the motivation and demand of the consumer in travel and tourism sector........31.4Principles of market segmentation and its usefulness in marketing planning...............................4TASK – 2....................................................................................................................................................42.1Analyzing the importance of strategic marketing planning..........................................................42.2The relevance of marketing research and information to managers.............................................52.3Measuring the influence of marketing on society........................................................................5TASK – 3....................................................................................................................................................63.1Arguing issues in the elements of Marketing Mix in Thomas Cook............................................63.2Calculating the significance of service Mix elements..................................................................73.3Discussing the concept of Total Tourism product........................................................................7TASK – 4....................................................................................................................................................84.1Evaluating the integrated nature and role of promotional mix.....................................................84.2Planning and justifying promotional campaign for travel and tourism destination......................8CONCLUSION...........................................................................................................................................9REFERENCES..........................................................................................................................................102
INTRODUCTION Vocalizing about the travel and tourism industry, it is being regarded as the complex andcompetitive industry, which has spreads its wings all across the globe. Travel and tourismindustry needs to have effective marketing principle in place in order to succeed and achieve theoverall objectives. There are numerous parameters available in the marketing environment whichhas influence over the operation of the business (Burgess, Sellitto, Cox and Buultjens, 2015).Consequently, it becomes significant for the organization to focus regarding the marketingstrategy and policies. Pertaining to this, it is vital to formulate such strategies and policies thatrender supportive hands to the firm in fulfilling the main objectives and pre-determined goals. As a result, the main aim of the current research report is to understand varied conceptrelated to marketing. Further, it will also evaluate different aspects of marketing process. Inaddition to this, the evaluation as well as development of marketing strategy of Visit London willbe performed in the present study as a Management trainee of the company. Intensive researchwill be conducted in regards with the tourism products, amenities and services being available inLondon. Talking in concern about the Visit London, it is an official website being accountablefor the promotion of the tourist’s destinations in London. In general terms, it is a comprehensiveguide which presents information about every happening in and around the city (Visit London,2018). Furthermore, Visit London is also well known for its supports to the customers andtourists in planning their flawless trip. TASK – 1 1.1Discussing the Core concept of marketing in travel and tourism sectorMarketing domain helps the firm irrespective of their types, in anticipating therequirement and demands of their valuable target customers about their products and services inthe market. Once the needs are being identified, respective strategies are being devised so thatthe identified needs are fulfilled. As an assistant manager, it is crucial to understand the desire ofthe customers who visits to the firm and accommodating them with the same accomplishments(Dickinson and et.al., 2013). The company Visit London also makes necessary efforts indetermining their target customers and envisions their wants that may ranges from holidaypackages, providing accommodation, comprehensive travelling, economic holiday packages andmany more. The main point of concern is getting knowledge about their wants and desire. This3
can be done by conducting marketing research. This can be commenced on the prevailing and thefuture market. Furthermore, the criteria’s related to market research involves classification of theconsumers based upon their gender, family, economic conditions, lifestyle and social status(Boundless, 2015). Just for an illustration, Visit London is planning a cultural package for sixdays for the middle age people. The tour will cover various destinations such as Lisbon,Denmark, Porto and Amsterdam. Consequently, the target group for this product will be peoplewith 40 to 50 years of age (Buckley, 2011). After getting knowledge about the target group, the firm is in the best position to carryout market research by taking into consideration various methods like questionnaires, surveysand observation. Once, the target customers are identified it is being termed as ‘segment’. Thenext important step is to deciding the market segmentation strategy that is the company isplanning for long holidays, activity related holidays, group holidays, family vacation or generalbusiness trip. Since, it is a package for six days it can fall under the category of group and longholidays (Coltman, 1989). Supplementary to this, marketing mix is required to be developed. It isimportant as a manager to ensure that all the elements of marketing mix i.e. product, price, placeand promotion are taken into account effectively. The product of the firm is 6 day culturalpackage and the related customers should be satisfied. 1.2Assessing the impact of marketing environment of London The marketing environment of business is nothing but a force that may have direct orindirect influence on the capabilities of the travel and tourism business. Thus, there are mainlytwo types of environment i.e. internal and external environment (Burkart and Medlik, 1981). Theinternal environmental factors are interior to the organization and include stakeholders,employees, weaknesses, capabilities and resources. Talking about the internal environment ofVisit London, it is very stable and workers are contended with the type of work and environmentthey are getting. This can be remarked by the persistent growth of the company by 3 to 4 percentevery year. This enables their investors as well as their employees more blissful. On the other hand, the external factors are beyond the boundaries of the organization. Itincludes factors that help in lifting the opportunities towards the company and at the same timebrings along threats too. Such macro factors are economic, legal, political, technological andenvironmental (Cooper, 1998). The external environment of the company which is planning forsix days cultural package may include political and the environmental aspects. Since, the tour4
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