Marketing in Travel and Tourism Sector Report

Marketing in Travel and Tourism

` Table of Contents
INTRODUCTION .......................................................................................................... 3
TASK 1........................................................................................................................ 3
1.1 Core concepts of marketing in travel and Tourism industry..............................3
1.3 Factors which affect customer motivation and demand in tourism industry.....5
1.4 Principles of market segmentation ...................................................................6
TASK 2........................................................................................................................ 7
2.1 Analyzing the significance of selected market planning for TUI Company........7
2.2 Relevance of market research and information to managers in travel and
tourism industry...................................................................................................... 9
2.3 Assessing the influence of marketing on society...............................................9
TASK 3...................................................................................................................... 10
3.1 Identifying the issues in elements of marketing mix.......................................10
3.2 Significance of Service mix element in tourism sector....................................11
3.3 Application of concept of total tourism product to an individual tourism
business................................................................................................................ 12
TASK 4...................................................................................................................... 12
4.1 Assessing the integrated nature as well as role of promotional mix...............12
4.2 Promotional campaign for TUI group...............................................................13
CONCLUSION............................................................................................................ 14
REFERENCES............................................................................................................. 15

INTRODUCTION
Tourism industry is considered to be as rapid growing sector in UK. Increase in demand
of tourism products and change in priorities of people has supported industry in achieving
success and fostering development. Tourism industry is contributing a lot towards economic
development of United Kingdom. Travel and tourism countries has played significant role in
generation of employment in the nation. Effective marketing strategies as well as plans have
supported an organisation in achieving business objectives. Marketing activities plays significant
role in promoting goods, services and brand. It is the technique using with firm can interact with
customers and inform them about organisational goals. Marketing helps business entity in
increasing sales as well as profitability. Market research assists an organisation in identifying the
needs or demands of customers. It also enables business venture to provide high level of
satisfaction to client by delivering goods or services as per their requirement.
The purpose of the project is to develop the understanding about the concepts as well as
principle of marketing in travel and tourism industry. It also has focus on analysing the effect of
marketing environment on tourism business in context of TUI Company.
TASK 1
1.1 Core concepts of marketing in travel and Tourism industry
Marketing activities are mainly concerned with identifying the needs of customers and
fulfilling the requirement or demand of target group. Objectives of marketing activities are to
promote products, services, brand and provide high level of satisfaction to customers. The
important concepts as well as principles of marketing in travel and tourism sector are simple to
understand, relevant, definite and acceptable. The core concepts of marketing are:
Wants-According to this marketing concept, travel companies should provide services as well as
design product considering the desire of customers. Wants is internal desire which influence
consumer to buy particular product or services. It is required by marketing team in TUI
Company to introduce attractive tour packages and launch new offers, seasonal discounts etc. As
this activity will help business entity in attracting more number of customers.

Need- There is things, services or facilities such as food, safety, accommodation etc. are needed
by the traveller during the journey. TUI prioritizes the needs of customers and has focus on
catering requirement by tourists. Market research is conducted by the marketing in TUI
organization at regular interval of time which assists business entity in recognising the need of
customers and support marketing manager in development of strategy for fulfilling the demand
of traveller.
Demand-it is generated when customer customers have needs as well as desire and potential to
buy goods or services. In context of travel and tourism industry, there are several demands of
travellers such as adventurous activities at destination, demand for regional foods, safety etc.
Products-As per this marketing concept, products should have the potential to cater the needs,
demands of user. TUI provides services as well as design product according to the prevailing
trend in travel and tourism industry. Business entity also offers tour packages which involves
special food, adventurous activities, accommodations and transportation services (Kerin,
Hartleyand Rudelius, 2006)
1.2 Assessing the effect of marketing environment on travel and tourism business and tourist
destination
Marketing environment include both macro as well as micro factors which has direct and
significant impact on the business activities. Changes in marketing environment also have great
influence on the marketing strategies, plans or decision taken by marketing manager related to
selection of marketing techniques for promoting goods, services or brand.
Micro environmental factors
Suppliers-These are the important stakeholders, those who enabled firm to deliver quality
products or services to customers. Suppliers have direct as well as major effect on the business
operations. As interruption in supply of raw material can lead to delay in services to customers
which may lead to high level of customer dissatisfaction. As the TUi has strong relationship with
suppliers, it has allowed business entity to gain customers loyalty and provide high level of
satisfaction to clients. Suppliers have supported firm in increasing sales and profitability. The