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Tourism Marketing Strategies and Trends

   

Added on  2020-01-28

20 Pages4691 Words46 Views
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MARKETING IN TRAVELAND TOURISM SECTOR
Tourism Marketing Strategies and Trends_1

TABLE OF CONTENTSINTRODUCTION......................................................................................................................3TASK 1 .....................................................................................................................................31.1 Core concepts of marketing in travel and tourism sector................................................31.2 Impact of marketing environment on travel and tourism sector......................................41.3 Factors affecting consumer motivation and demand........................................................51.4 Principles of market segmentation and its use in marketing plan....................................6TASK 2......................................................................................................................................72.1 Importance of strategic marketing planning.....................................................................72.2 Relevance of marketing research and market information to managers..........................82.3 Influence of marketing on society....................................................................................9TASK 3....................................................................................................................................10.............................................................................................................................................10TASK 4....................................................................................................................................19CONCLUSION........................................................................................................................19REFERENCES.........................................................................................................................20
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INTRODUCTIONMarketing is a continuous process which helps the organisations in creating values forcustomers which thereby assist in creation of good relations with them along with retentionfor a long term. The marketing helps in enhancement of sales volume and revenue generationwith maximum customer satisfaction. The travel and tourism sector is a sector that is growingrapidly with a faster pace. The revenues generated through travel and tourism sectorcontributes largely for the development of economy (Beaver, 2015). The present report isbased on marketing with special reference to travel and tourism industry. In this context, theorganisation selected for study is Thomas Cook which is a famous tour operator companybased in London. The said firm is successfully operating in the global market and hasachieved big success on the basis of its exclusive services. The present study has been carriedon the studying the plan of mentioned enterprise for summer holiday package which isplanned in Morocco and Egypt. For this, the company is making marketing efforts with afocus on business environment in both countries. TASK 1 1.1 Core concepts of marketing in travel and tourism sectorThe core concepts in travel and tourism sector that is related with marketing hasvarious elements that helps in studying the preferences of customers. This study is used bythe organisations working in these sectors so that they can make their services and productsbased in this study. The major elements in this concept which are studied in the marketing areas follows:Demands and needs of customers: The market is composed of a numerouscustomers who have different needs and demands. To serve this large number ofconsumers and satisfy them is a complex task for which it is necessary to makemarketing plans. Therefore, companies in travel and tourism sector like Thomas Cookuse to make strategies to study the market and customers. This gives knowledge ofcurrent trends prevailing in market (Boniface, 2012). On this basis, the organisationmakes holiday plans that can serve customers’ in by effectively attaining the travelneeds having all the facilities. The organization ensures to make the travel andtourism plans as per the changing needs and demands of the consumers. Thus, the saidfirm used to provide different packages of holiday trips to customers.
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Creation of value for customers: The customer should be provided with high qualityservices so they can feel that the services were worth the money they paid. Theyshould not have doubts regarding the service or feel cheated in any way. Thus it canbe concluded that customer satisfaction and good quality service go hand in hand(Horner, 2012).Market and services: Various travel and tourism companies make customizedpackages which offer complete trip at desired destinations with facilities of travellingto comfortable accommodations. Thomas Cook provides wide range of affordablepackages and premium packages for customers after the analysing their individualneeds and demands. They plan for rendering services at different holiday destinationswith various offers that can attract consumers. For this, they make contact withvarious service providers as well who can act as a link between customers andcompany. Exchange process: Some customers have variety of demands which leads to changein the offers and packages. This may lead to hike in the price of the packages howeverthe emphasis is laid more on the customer satisfaction as the customers are usuallyready to pay a bit more when it comes to fulfilling their demands (Hudman, 2013).Wider role in travel and tourism sector: Thomas Cook provides a wide range ofservices and has slowly expanded its market in taking care of the customer’saccommodations and entertainment as well. In short it has expanded its services inproviding a complete holiday plans at favourite destinations and relived customersfrom long and weary travel planning.Value and satsifaction: The marketing in travel and tourism is an important workwhich must be done with a consideration on value of services and satisfaction levelprovided by it. This will help in improving the image of mentioned company with useof better tools.1.2 Impact of marketing environment on travel and tourism sectorThomas Cook is planning to come up in market with a new plan of Summer Holidaypackage to give a complete trip and leisure facilities at Morocco and Egypt. For this, thecompany has made a plan to assess the market environment of both places so that new plancan be incepted with more developed efforts (Gilbert, 2011). The study of market
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