Marketing Strategies and Tourism Management

The assignment provided is a collection of research papers and studies on marketing strategies and tourism management. It covers various topics such as destination marketing, sustainable tourism, corporate social responsibility, and the impact of disasters on tourist confidence. The papers also discuss the use of serious games and gamification in tourism, as well as the role of travel agents' ethical concerns when promoting sustainable tourism. Additionally, it provides information on how to measure destination marketing, and how different hotel guest segments reuse towels. Overall, this assignment offers a comprehensive understanding of marketing strategies and tourism management.

Marketing in Travel
Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concept of marketing for travel and tourism sector......................................................1
1.2 Impact of marketing environment on individual travel and tourism.....................................2
1.3 Factors affecting consumer motivation and demand in travel and tourism..........................3
1.4 Market segmentation and its value in marketing planning...................................................3
TASK 2............................................................................................................................................4
2.1 Importance of strategic marketing planning for Thomas cook.............................................4
2.2 Relevance of marketing research and market information to managers in tourism sector...5
2.3 Influence of marketing on society'........................................................................................6
TASK 3............................................................................................................................................6
3.1 Problems in product, place and price elements of marketing mix .......................................6
3.2 Importance of Service Sector mix elements .........................................................................7
3.3 Application of total tourism product ....................................................................................1
TASK 4............................................................................................................................................1
4.1 Integrated nature and role of promotional mix.....................................................................1
4.2 Planning an international promotional campaign (Covered in Poster).................................2
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Marketing is considered as a very essential activity in every organisation and industry. It
helps promoting products and services in market. It is a function of identifying needs and
demands of customers of target market. Travel and tourism sector is one of the most emerging
sector in world as now more and more people are interested in travelling around the world. It is a
great source of income for industry and as well as economy (Mossaz and Coghlan, 2017) .
Because of the increasing no. of visitors in country, more of marketing tools are required. This
report is based on “Summer holidays 2019 to Turkey and Spain” in which marketing research
will be conducted along with surveys so as to boost travel and tourism in country. This report is
based on Thomson Cook who arranges summer vacation package of 2018 to Morocco and
Egypt. The major issue which occurs in this project are related to marketing concepts, roles,
techniques, tools, fundamental principle, marketing mix and promotional mix.
TASK 1
1.1 Core concept of marketing for travel and tourism sector
There are so many marketing concepts that are being implemented by travel and tourism
sector. It is considered as an activity tool which are having so many processes that are helpful ion
communicating, exchanging, delivering goods to the valuable clients of company and trying to
satisfying their needs and wants in an effective manner. It also highlights some of the issues of
marketing that are increasing sales and productivity of company. There are various core
concepts of marketing that are related to travel and tourism sectors which can be helpful in
promoting Summer holidays 2019 in Spain and Turkey are:- Needs, wants and demand – Thomson should known what are the requirements not
customers and should try to fulfil them. They will do this by analysing client's choice ,
taste ans preference and then providing them services accordingly (Cvelbar, Grün and
Dolnicar, 2017) . Value, satisfaction and quality- Products that will be provided to customers by
Thomson should be of good quality and as per the customers choice. If customers are
satisfied with the services they are receiving from the company then only they will select
that company otherwise company may have to face rejection so they should be prepared
for that.

 Products and services- Thomson should tell the clients in advance only that what kind of
services they are offering top them and should ask customers also that what kind of
services they want. So this will help company in preparing products as per their choice
(Xu, Buhalis and Weber, 2017) . Market- This concept of marketing helps Thomson in understanding competitors and
their strategies so that they can prepare their plans in a better way.
 Exchange, transaction and relationship- If a person purchases a product from seller in
exchange of some money then it is called as exchange. And when goods are transferred to
buyer it is called as transaction and all these business functions are run smoothly with
making strong relationship between buyer and seller.
1.2 Impact of marketing environment on individual travel and tourism
Environment has a very strong influence in working of a business. Thomson is offering a
summer holiday for beautiful locations of Spain ans turkey. The external and internal factors of
marketing that are affecting travel and tourism sector are :-
INTERNAL ENVIRONMENT
This is also called a micro environment and it consists of various factors that are affecting
tourism organisations are:-
 Customers: They are the ones who will ultimately consume the services , so it is the duty
of Thomson to understand the needs of customer and provides services as per that.
 Suppliers: Suppliers are the ones who provides inputs to the product. In tourism industry
suppliers are the those people who check the conveyance to customers are properly
provided and also accommodation as well (Yüksel, 2017) (George, 2017).
 Competitors: there are so many companies in travel sector that are providing same
services in the market. So Thomson should make some unique strategies so as to become
different from them.
Macro environment also plays a vital role in travel and tourism sectors because elements
like political factors , demographic sectors, economic factors are affecting activities of this sector
very much. While planning summer holidays to Spain and Turkey, Thomson should take care
that it is following all the protocols that are decided by external environment (Choe, Stienmetz
and Fesenmaier, 2017) .

1.3 Factors affecting consumer motivation and demand in travel and tourism
Consumers play an important role in increasing prosperity of business. All the products
of company are formed by keeping customers in mind. Thomson conducts market research to
understand what are those factors that are motivating an individual to take services from a
particular organisation. Various factors that are effecting demands of customers are:-
 BUYING POWER: If a person is getting a product or service that is within his reach then
he/she will definitely be attracted towards it. So, Thomson should try to keep prices
within the reach of the customers then only more and more customers will be attracted
towards them.
 TASTE AND PREFERENCE: Customers can also be motivated to visit those places
where they get products as per their likes and dislikes. If turkey and Spain is one of them
then Thomson should give the some good offers.
 ECONOMIC CONDITIONS: Customers will be attracted to those places whose
economic conditions are good because those places where there is bad economic
condition there rates of every product is very high.
1.4 Market segmentation and its value in marketing planning
Marketing segmentation can be defined as a process of dividing huge consumer and
business market into smaller segments based on some type of shared characteristics . It helps in
enhancing efficiency of firm. These segmentations helps company in understanding market in
detail and making plans thereafter. Various types of segmentations that are affecting companies
are;- Geographic segmentation;- In this type of segmentation, geographical area becomes a
barrier for companies (Magno and et. al., 2017) . It can be in the form of an area state or
nation. Whole organising the tour , Thomson should take care that people of UK are
comfortable. This segment helps in understanding which channel to be used to travel to
different country. Behavioural segmentation:- Here, division is done ion the basis of behaviour of people
like some have attitude, some have different beliefs etc. so, choices of places should be
given to people as per their behaviours. People who have already availed services of
Thomson can be targetted again by them to enhance the sales volume.

 Psycho graphic segmentation :- This segmentation is done on the basis of likes, dislikes
and thinking of individual person. Once company gets know the likes and dislikes of
customers then it will be very easy for them to make plans and attract them towards the
company (Buonincontri and et. al., 2017).
 Demographic segmentation: In this segmentation is done on the basis of age, gender,
income and education of individual. So, Thomson should target customers on the basis of
their income and education. If a person knows various languages and also have a good
income then they can been targeted for some cool places of Spain and turkey .
TASK 2
2.1 Importance of strategic marketing planning for Thomas cook
Strategic marketing planning can be defined as a process in which managerial and
operational staff of company creates and implements marketing strategies . Here, company
marketing and promotion is taken into consideration. In travel and tourism sector, strategic
marketing planning plays a very important role in identifying and evaluating the market
opportunities and then researching and analysing the target market. And then finally developing
a strategies which will help them in making a place in market. Thomas cook is a company who is
serving good products to its customers. It has its own strengths , weaknesses, opportunities or
threats which have an impact on business operations (Truong and Hall, 2017) . So, a SWOT
analysis is conducted of the cited company below:-
STRENGTHS
 It is one of the oldest company in
Travel and Tourism sector.
 It is highly experienced in terms of
dealing with customers
 It is famous for providing good quality
services to the customers all over.
 It is having customer base.
WEAKNESSES
 there are so many competitors present
in market.
 It is having long term debts that are
becoming its weakness.
 Tourism sector is growing very fast so
keeping track of such changes is very
difficult for them.
OPPORTUNITIES
 They are successful ion UK, so now
THREATS
 There is similar types of products

they should try to expand its business
areas in different countries as well.
 There is huge rise in demand of travel
industry now so they have so man y
opportunities to grow.
 They are having a strong base in market
so they can try to make catch as many
customers as possible by using its
goodwill.
available in market which can create
problem for the company.
 Facing tough competitors is a threat.
2.2 Relevance of marketing research and market information to managers in tourism sector
Marketing research is very important in travel and tourism sector because it helps in
giving all the information related to customers to the company (Ponnam, 2017) . Thomson cook
should use this method before making plans to attract customers. Research always provides an
idea to Thomson to identify what are the opportunities and threats in market. The information
that are is gathered by company is then further utilized in evaluating the options that are
available in market.
Marketing research is used by different departments of Thomson to know how other
companies are entering in this market and what are their strategies to attract the market base.
Thomson cook will be using this strategies to know who are their competitors in the market and
what strategies will be developed by company to face them in market.
It is the responsible of marketing managers of company to use various types of marketing
functions . They should also have whole knowledge of market and are required to develop
suitable strategic plans and policies for the company. This will help them in bringing more and
more customers to their company as they understand customers very well (Mazor-Tregerman,
Mansfeld and Elyada, 2017) .
2.3 Influence of marketing on society'
Marketing and society have a strong relation with each other. Each and every activity that
is conducted in society affects marketing . Customers area part of society and hence marketing is
related to it in every way. It is well known that the basic aim of marketing is to develop

awareness among people and provide information related to the services provided by them in
detail. Marketing is the activity which influence large number of persons towards specific goods
and services (Lim, 2017). It also influences society in different manner because commodity is
only made for potential customers. The campaign of marketing only targets those buyers who are
interested to purchase particular company’s products and services. The core concept of this is to
analyse the effective aim which help in attracting consumers towards business. It will enhance
sale volume and make proper innovation in their goods. The marketing strategies assist in
satisfying demand and needs of customers.
So, in order to promote summer holidays in Turkey and Spain, Thomson should know
how much society is influenced by marketing.
TASK 3
3.1 Problems in product, place and price elements of marketing mix
Marketing mix is a essential elements which refers to mix of all aspects of company such
as price, place, product and promotion etc. in order to design powerful strategies as well as reach
all target buyers in a systematic manner. Thomas Cook is a hospitality industry and they
planning and preparing in launch their summer holiday package in year 2016 to Egypt or
Morocco. Still, there are several difficulties which is faced by company manger due to
marketing mix in their target market.
Product: In this Thomas cook offered different items in regrades to meet the visitors
requirements. Hence, they offers tourism services and other facilities to their target customers.
They offering innovative package to cited locations, it is workable for manager of marketing to
see the life cycle due to products. This will aid in determining prosperity time where company
earn large profits (Battour and et. al., 2017) .
Price: It is identify as a amount that is necessary for the company to pay their services in a
essential manner. In this, organisation can change their product cost as per life-cycle. An
enterprise can use skimming policy in market which is valuable to charge Hugh price during
supplying process. One of the main problem which is face by cited business is high priced
(Becker, 2016).
Place: It is identify as a effective areas where company offered their all services in a essential
way. Mentioned firm can develop their office in different areas such as airports, central locations

and railway station etc. Main problem which is faced by organisation as travellers are afraid in
regrades to take holiday packages. In this clients not feel secured in cited areas after the
frequency, in this way Mexican tourist company were attacked in Western tract from a conflict
that they militants.
3.2 Importance of Service Sector mix elements
Introduction: The integration of elements of promotional tool help in communicating with the
customers through its brand image and perception.
Content: the service carries several attributes which are as follows:
Intangibility: the services do not have a physical existence and can exclusive experienced.
Perish ability: the lifetime of a service is for a very shorter duration of time.
Variability: the service depend upon its creator and can be manipulated by him.
Inseparability: the services can not be separated from its owner.
These necessary concepts are to be followed while definition of a service sector mix.
Internal Marketing: the internal components such as employees and management are
involved in the marketing procedure of the establishment. The emphasis is on promotion of the
objectives of the company in its internal environment. Training and development of the
employees are carried out to boost the morale of the employees.
Interactive marketing: as the name suggests this type involves communication between
the stakeholders and the organisation. The interaction between the organisation and customers
helps in manifesting the products which are to be produced by the company. The feedbacks and
opinions of the prospects are analysed critically. The examples of the same are: B2B, B2C and
high and low transactions (Leung, Au and Law, 2015).
Service quality: it is very necessary for a company to provide value to the customers and
this can be done by providing quality goods at the effective prices. In the field of travel and
tourism, Generating effective tours is necessary. The summer holiday for 2019 ensures quality
services are provided in all aspects and at budget friendly prices.
 People – It is the most important part of companies because a company can not run
without its customers. Thomson should provide excellent customer services which will
satisfy the customers and more customer base will be attracted towards the people.

 Process – Solid procedures should be followed by Thomson in order to sell their services
in market. Their marketing strategies should be designed as per the customers demand in
marketplace.
 Physical evidence – this includes how the product or service appears from outside .
Decision regarding the shape and size of company is taken here and as per customers test
and review it can be updated as well.

3.3 Application of total tourism product
This refer to connecting ranges if products and goods render to consumer in order to
develop experiences of them. In wide term, Here are few types of packages of tour is given:
1. Specific level: In this, organisation offer unique services such as sight seeing (Mossaz
and Coghlan, 2017) .
2. Total level: This assist organisation in rendering entire journey experiences to consumers.
Services of distinguish in two kinds:
Initial requirements of customer in Turkey and Spain is to travel oceans and lakes and
other amazing places including monuments and historical places. This is the initial requirements
of any destination visiting and major purpose of a place.
Secondary Requirements of Clients are rendering best services such as
accommodations, shopping facilities, food services, recreation and many other things. The
respected company should provide the services which are more comfortable and convenient as
well as enjoyable for the consumers.
So, initial requirements of consumer are most necessary which are needed to be fulfilled
after which the secondary needs are designed by the company.
Basically there are three levels of product which needs to be assessed while designing a
total tourism plan for expected customers. These levels of product are described below:-
1. Core product – It is not a tangible physical product. The benefit of this product is that is
that it makes the product valuable for the customer. It will the customer that where will
they like to visit in a particular place and which medium of travel will be convenient to
them will be discussed.
2. Actual product – it is tangible as well as physical product . This type of products can be
felt and touched. So , in case of travel and tourism it means that customers will be shown
a video of various places where they will be visiting in Spain and Turkey so that they can
get a feeling that they are actually present there.
3. Augmented product – It is a non physical part of the product. In this Thomson will
provide some after sale services to their customers like providing some kind of discount
or givi9ng a free cab service till airport etc.
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Source: Types of product, 2017
TASK 4
4.1 Integrated nature and role of promotional mix
Promotion mix refer to the technique for marketing used for attain target consumer which
is utilized by the marketing team. This is combination of proper marketing and effective use of
promotion mix which can avail more consumer base and success of product in market. Here are
few roles and nature promotion mix which is briefed as below:
Advertising
This is a paid mean of promotion of good s and services which is very effective . With
the assistance of appropriate advertising, enterprise can conveniently design the promotional tour
(Cvelbar, Grün and Dolnicar, 2017). Advertisements can easily reach to the minds of consumer
which cane done on social sites, television, newspaper, magazines etc.
Sales Promotions
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Illustration 1: Types of product

Promotion of sales is the activity of stimulating the client to for using a services to
products. This can be attained with the help of contest, offers, coupons, and many other means.
This directly aims to the eye of consumer by generating interest in consumer for the services and
products (Xu, Buhalis and Weber, 2017) .
Public Relations
This is useful technique which helps in creating a strong and concrete public recognition
of company in minds of consumer. This aid in increasing the creditability of enterprise as well as
improve Goodwin of it in UK market. For this, organisation require to manage strong
relationship with the media people.
Through applying these components for packages and offers of products and services of
cited company, they can convenient attain more consumer base for the company as well as
achieve the set target of customers.
4.2 Planning an international promotional campaign (Covered in Poster)
Promotional campaign are designed so that companies can attract large amount of
customers. Thomson company is also designing a promotional campaign in which they are
promoting holiday tours of Spain and Italy. Then campaign can be planned with the help of
social media marketing . Company can make use of social media to attain maximum no. of
customers . It is one of the most trendy tool that is used by every organisation now-r-days.
Thomson can know that who all are interested in travelling in a particular season and then by
taking from several sources these customers are contacted and given various offers.
Instagram, Facebook, Whatsapp are the mostly used tools that help in promoting the
various destinations. So, Thomson will get so much help from these promotion campaigns in
increasing their business and reach.
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CONCLUSION
From the above report, it can be concluded that marketing plays a very important role in
developing travel and tourism sector in the whole world. It is performing various crucial
functions like analysing the demand and supply of customers in market, developing new plans
and policies and making strategies to promote various promotes. Application of marketing
concepts for satisfying then needs , wants and demands of customers. Marketing research are
providing help in giving information that is related to competitors , consumer tastes, latest
market trends, requirements etc. It provides effective marketing strategy which provide growth
and success. So planning a summer holiday in 2019 to Turkey and Spain will beneficial only if
proper marketing is done before making plans . So, Thomas cook will use various methods and
tools for attracting more customers.
REFERENCES
Book and Journals
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Battour, M. and et. al., 2017. Islamic tourism: an empirical examination of travel motivation and
satisfaction in Malaysia. Current Issues in Tourism. 20(1). pp.50-67.
Becker, E., 2016. Overbooked: the exploding business of travel and tourism. Simon and
Schuster.
Buonincontri, P. and et. al., 2017. Managing the experience co-creation process in tourism
destinations: Empirical findings from Naples. Tourism Management. 62. pp.264-277.
Choe, Y., Stienmetz, J. L. and Fesenmaier, D. R., 2017. Measuring Destination Marketing:
Comparing Four Models of Advertising Conversion. Journal of Travel Research. 56(2).
pp.143-157.
Cvelbar, L. K., Grün, B. and Dolnicar, S., 2017. Which hotel guest segments reuse towels?
Selling sustainable tourism services through target marketing. Journal of Sustainable
Tourism. 25(7). pp.921-934.
George, R., 2017. Responsible tourism as a strategic marketing tool for improving the negative
image of South Africa. Worldwide Hospitality and Tourism Themes, (just-accepted).
pp.00-00.
Leung, R., Au, N. and Law, R., 2015. The recent Asian wave in tourism research: The case of
the Journal of Travel & Tourism Marketing. Asia Pacific Journal of Tourism Research.
20(1). pp.1-28.
Lim, W. M., 2017. Restoring tourist confidence and travel intentions after disasters: some
insights from a rejoinder to a series of unfortunate events in Malaysian tourism. Current
Issues in Tourism. 20(1). pp.38-42.
Magno, F. and et. al., 2017. Adoption and impact of marketing performance assessment systems
among travel agencies. International Journal of Contemporary Hospitality
Management. 29(4). pp.1133-1147.
Mazor-Tregerman, M., Mansfeld, Y. and Elyada, O., 2017. Travel guidebooks and the
construction of tourist identity. Journal of Tourism and Cultural Change. 15(1). pp.80-
98.
Mossaz, A. and Coghlan, A., 2017. The role of travel agents’ ethical concerns when brokering
information in the marketing and sale of sustainable tourism. Journal of Sustainable
Tourism. 25(7). pp.989-1006.
Ponnam, A., 2017. Investigating the process through which E-servicescape creates E-loyalty in
Travel and Tourism Websites. Journal of Travel & Tourism Marketing. 34(1). pp.20-39.
Truong, V. D. and Hall, C. M., 2017. Corporate social marketing in tourism: to sleep or not to
sleep with the enemy?. Journal of Sustainable Tourism. 25(7). pp.884-902.
Xu, F., Buhalis, D. and Weber, J., 2017. Serious games and the gamification of tourism. Tourism
Management. 60. pp.244-256.
Yüksel, A., 2017. A critique of “Response Bias” in the tourism, travel and hospitality research.
Tourism Management. 59. pp.376-384.
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