Marketing Mix for Tourism Industry
Added on 2020-01-07
21 Pages3952 Words216 Views
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MARKETING IN TTM
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Core concepts of marketing for the travel and tourism sector..............................................31.2 Impact on marketing environment on travel and tourism sector...........................................41.3 Factors affecting consumer motivation.................................................................................51.4 Principles of market segmentation........................................................................................7TASK 2 ...........................................................................................................................................72.1 Importance of strategic marketing research .........................................................................72.2 Relevance of market research...............................................................................................82.3 Assessing the influencing of marketing on society...............................................................9TASK 3..........................................................................................................................................10Covered in PPT.........................................................................................................................10TASK 4..........................................................................................................................................154.1 Integrated nature and role of the promotional mix..............................................................154.2 Covered in Poster................................................................................................................15CONCLUSION..............................................................................................................................15REFERENCES..............................................................................................................................16
INTRODUCTIONMarketing is the creation and delivery of goods and services for a definite purpose. It isthe ideology that the organization should prioritize the requirements of their clients and formingdecisions to satisfy demand and requirements of the customers or clients. Travelling tourismmarketing concepts deals with theory of practising of touring the business of enticing,accommodation facilities and amusement of tourists, running of business trade. For differentcountries tourism considered as a great source of income and plays vital role on economicsources to neighbouring countries (Buhalis and Foerste, 2015). It also effects economically,socially, culturally and international relations as well and most importantly it also affects theeducational background of the country. The present report is based on Thomas Cook on tourismsector basically explained how the tourists satisfy by their needs and requirements withintravelling and also it proffer a dynamic range or collection of assistance comprising currencyexchange, corporate travel, mice, leisure travel, visa and passport services and e marketing. Thebasic idea and concept of travel and tourism in business is described below and also throws thelight on factors responsible for customer needs and demands.TASK 11.1 Core concepts of marketing for the travel and tourism sectorTo satisfy customers and fulfil their demands and requirements, marketing concept isrequired to come up with the expectations of the customers with satisfaction and adherence, inorder to upbringing this fact following points are described below to envisages the concept oftravel and tourism in relation with marketing.Requirements of customers:- There are following demands of customers which influences the travel and tourism inrelation with marketing, like geological inclinations, cultural attractions, transportation facilities ,safe and secure convenience (Chiappa, 2013). Travellers mostly give their their preference toheritage places and good climatic conditions with full fledged great accommodation including allthe services by they can be benefited. Amenities and commodity:-
The customers should given benefits of excellent quality of amenities and services withgood brands and accommodation is of very great quality to keep in mind with their demands andrequirements that how would they satisfy accordingly. Thomas cook provide the best packagesat a very affordable rates with best quality services and also provide discounts and offers to comeup with the expectations of the travellers.Usefulness :-The travel and tourism organization would be getting profits by this because they providebest possible ways to engage tourists in a best possible ways and accordingly more and moretourists follow their their path of travelling and except the deals. It also increase the per capitaincome of the country and also provide fame to the tourism organization because majority oftourists prefer that particular organization. It also provide financial well being to the protectionof ecological process, resource implementation and authenticity and desirability of making thesuitable place more sighted (Crooks and et. al., 2011). It gives the employment opportunities tothe society like mentor, restaurant keeper, cooker and also create jobs by farming, manufacturingand wholesaling. 1.2 Impact on marketing environment on travel and tourism sectorFollowing are the factors influencing internally and externally that influences the tradeoutcomes. These factors are described as below, they highly effect the demand and supply oftourism on tourists with respect of marketing.CLIENTS :-Customers plays a vital role in tourism sector and it greatly effects the market , as thecustomer demand increases market increases and as the their demands go down, the businessautomatically face the competition and it effects the growth of the tourism industry and trade aswell.COMPETITORS :-To maintain good and stiff competition in the tourism industry the company shouldmaintain the level of competition with respect to other tourism company and it can be done byestablishing different methods and ideas to attract tourists or customers. Thomas cook, theyprovide many benefits to tourism sector and give best operations in tourism industry that can berevised as how deal is to be done with customers in order to give best results and attaining profitsin tourism company (Fu Tsang, Lai and Law, 2010).
ADMINISTRATIVE AND JUDICIAL FACTORS :-They are something related with the policies and authorization given by the government .In this the following tourism must be authorized by the government and according to ThomasCook , there are certain rules and regulation which are adopted by the company according togovernment norms.ECNOMIC FACTORS :-Economic factors includes the how the economy deals with the travel and tourismbusiness it emphasizes on exchange rates, per capita income , tax rates accordingly the dealers ofthe business dealing with these situation by establishing their strategy.SOCITAL FACTORS :-It includes the socio economic changes in the society and how it effects the demand andsupply of tourism like culture, interests and preferences on account of different places (Goeldnerand Ritchie, 2012). It determines that how societal issues can be deal with travel and tourism indifferent parts of the world.TECHNICAL FACTORS :-By adopting innovative ideas and latest and advance technology, tourism can bediversified by making customer satisfy with their provided demand and requirements and theyalways prefer the same tourism company.ENVIRONMENTAL FACTORS :-By adopting different methods the tourism industry should keep in mind with theecological conditions of the surroundings and follow the rules given by the government with thetag lines “safe and clean the environment” to protect our heritage with dangerous substances .1.3 Factors affecting consumer motivationThe rapid change in the technologies are affecting to the hospitality industry. The tourismindustry have to use updated technologies in which they can identify the needs of customers.Thomas Cook have to conduct proper market research in which they can also target newcustomers and will retain for a long period of time. There are many factors which are affectingthe consumer motivation in travel and tourism such as; there needs, taste and preferences arechanging from time to time. So sometime it became difficult for the organisation to identify theirneeds and it ultimately effect on demands of products and services which are provided byThomas Cook.
The manager of Thomas Cook has to go through the several stage while providing anyservices to customers.Need of consumer – The organisation have to find out the needs of customers that whatkind of products and services they want.Information gathering – When they find out the needs of customers than they have tocollect the information. The customers are gathering information through the newspapers, travelagent and many more. Evaluation of alternatives – After gathering the information the customers will choosethat what is best option in regard to use the services of tour and travel. Purchase of product – In this they will purchase the product after analysing all the stages.Post purchase evaluation – In lase, customers will analyse that whether they are happy touse the products and services which are provided by the organisation. If they are happy then theywill again use the services of Thomas Cook. 1.4 Principles of market segmentationMarketing segmentation is a distinction of overall consumer trade into clusters for thebetter communication process in order to satisfy customers requirements. Segmentation is thecomplete process of dealing with different types of tourists in the tourism industry because everycustomer have their different tastes and expectations, in order to overcome this problemsegmenting of market is done through best possible ways by the company. It will be very helpfulto understand the requirements of the consumers (Kayar and Kozak, 2010). It will give benefitsto resource allocation. It forms effective tourism trade plans to goal particular market areas. thereare different types of market segmentation in relation with travel and tourism industry. GEOLOGICAL SEGMENTATION :-This segmentation deals with the tourists place of origin like from which part of worldthey belongs , their culture and locality and their distinct behaviour accordingly.Demographic factor – Thomas cook has to divide the marketing according to theincome,age, caste or so on. So that they can easily find out the needs and references of customers. PHYCOLOGICAL SEGMENTATION :-This factor determines the tourists attitude, interest level, behaviour,their life style andpersonality traits. By this method it can find out the overall interests of the consumer.
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