Marketing in Travel and Tourism

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Marketing in Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Core concepts of marketing for travel and tourism sector.....................................................1
1.2 Impact of marketing environment on individual businesses and tourist destination.............2
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector..........3
1.4 Principles of market segmentation.........................................................................................4
TASK 2............................................................................................................................................4
2.1 Importance of strategic marketing planning..........................................................................4
2.2 Relevance of marketing research and market information to managers in travel and tourism
sector............................................................................................................................................5
2.3 Assessing the influence of marketing on society...................................................................6
TASK 3............................................................................................................................................7
TASK 4..........................................................................................................................................14
4.1 Integrated nature and role of promotional mix....................................................................14
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
In the current era of globalization, travel and tourism is also one of the main flourishing
industry and thus it influences tourists to visit different parts of world. Therefore, marketing team
of travel company aims to prepare attractive tour package so that they can influence large
number of tourists from around the globe (Ashworth and Larkham, 2013). Also, identifying the
needs and preferences of buyers results into providing them particular products or services and
enhance tourism within country. Through enhancing the quality of product it results into
overcoming competitor's strategy and thus results into performing desired actions. While
planning tourism activities it involves different activities such as recreation, leisure, business,
sports tourism etc. Also, high growth has been noticed within tourism industry due to rising
demand and supply among tourists (Bordoni, 2011). Main aim of developing marketing
strategies is to attract wide range of customers and thus enhance the sales of tour plan in order to
improve business performance. Present study, undertakes the famous tour operator i.e. Thomas
Cook and thus aims to prepare effective summer 2017 holiday plan to visit Morocco and Egypt.
Report also aims to focus upon presenting promotional plan for summer holiday tour package.
TASK 1
1.1 Core concepts of marketing for travel and tourism sector
Marketing is the process that helps companies to create value for its customers and
community and thus results into strong customer relationship in regard to capture value from the
customers in return (Carrier and Macleod, 2012). There are different concepts of marketing that
needs to be underpin by Thomas Cook which are as follows-
 Needs and wants- It is one of the main concept of marketing for travel and tourism
sector and assesses the needs and wants of visitors. Through identifying the requirements
of customers and provide them significant information regarding the tourists places it
helps in designing appropriate holiday package and provide luxurious services to
customers. Thus, it helps in satisfying the needs and wants of tourists (Gretzel and Yoo,
2008). Thomas Cook aims to involve effective tour package and thus meet the
requirements of clients.
 Products/services- It is another concept of marketing and thus involves varied travel
products/services which is offered by Thomas Cook in order to influence customers who
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plans to visit any destination. There are different products/services which involves extra
services, recreational facilities etc. which is being provided to their guests who obtain
holiday package (Hall, Timothy and Duval, 2012). Furthermore, services also involves
restaurant booking, cab facilities, sightseeing, cruise facility etc.
 Satisfaction- Such concept assesses that marketing within travel and tourism sector
involves satisfaction level of customers. However, if customers are satisfied from the
services being provided to them then it would help them to retain for long time period.
Additionally, Thomas Cook aims to provide the best satisfactory travel services so that
results can be attained (Kotler, Bowen and Makens, 2006).
 Market- It is considered as the place where buyers and sellers meet in order to carry out
transactions. Therefore, Thomas Cook aim to identify its marketplace and then carry out
effective marketing practices so that best quality tourism products or services could be
delivered so that set targets can be attained (Middleton and Clarke, 2012).
1.2 Impact of marketing environment on individual businesses and tourist destination
Thomas Cook is the world's best renowned travel agency and thus provides wide variety
of tour packages so that customer satisfaction can be attained. The marketing environment
involves both internal and external that affects the business operations of Thomas Cook. Cited
firm focuses upon planning tour packages for summer 2017 and thus identify different marketing
environment which directly influences the individual businesses and tourist destination i.e.
Morocco and Egypt (Swarbrooke and Horner, 2012). Following is the impact of marketing
environment factors which are described underneath-
 Competitors- It is one of the key factor within marketing environment and thus directly
impacts upon travel and tourism business. For instance, it is essential for firm to prepare
effective marketing strategies as compared to rival so that they can attract more number
of tourists towards them (Timothy, 2011). Thomas Cook possess different competitors
such as Thompson, TUI etc. which also deals in delivering similar travel services to
various tourists. Thus, the impact of such factor upon business is that it is essential for
firm to change their strategies and provide similar package to customers.
 Customers- It is another factor of marketing environment which impacts upon business
operations and also helps in identifying the changing needs and trends among customers.
Thus, through identifying the same it would help Thomas Cook to bring required changes
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within firm and thus provide appropriate travel package to tourists (Law, Leung and
Wong, 2004). Further, the impact of customers upon travel and tourism results into
changing their business activities and thus influence visitors towards particular
destination.
 Environment condition- Such factor helps in assessing that Thomas Cook need to
consider the environmental condition before preparing the travel package for summer
2017. As business is planning holiday package for Morocco and Egypt so that
environment condition could be maintained. However, changing in climatic conditions
would impact upon the business of Thomas Cook while planning summer holiday
package 2017 (Uzama, 2009).
1.3 Factors affecting consumer motivation and demand in the travel and tourism sector
Thomas Cook is required to identify different factors that influence consumer motivation
and demand within travel and tourism sector. However, at the time of planning tour package of
summer 2017 holidays it could be assessed that tour operator need to identify varied factors that
affect the motivation of consumers towards obtaining the tour package which are as follows- Price- It is one of effective factor that affects the motivation of consumers towards
purchasing the products. However, it is essential for Thomas Cook to undertake
penetration pricing strategy in order to keep the prices low of tour package and thus
influences the demand of tour package among consumers (Farrall and et. al., 2010). Promotion- Further, it is another factor that that affects consumer motivation and
therefore it is essential for firm to undertake effective promotional campaign so that tour
plan to Morocco and Egypt could be promoted. For instance, Thomas Cook adopt social
media and TV advertisement method for promotion so that consumer demand can be
enhanced (Hawkins and Middleton, 2009). Product- It is essential for Thomas Cook to identify the product range developed for
promoting the tour package and thus it is significant for business to enhance the demand
of consumers. Therefore, it is significant to promote summer 207 tour plans and enhance
tourists towards the business to enhance sales and profitability (Medlik, 2000).
 Seasonal- Such factor influences the consumers as change in season affects the demand
of tourists to visit the particular destination. Therefore, it is essential for tour operator to
identify the best climatic conditions and then select the destination for attracting tourists.
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However, if the weather conditions of Morocco and Egypt are not appropriate then it will
decrease the consumer motivation to purchase the tour package (Pender and Sharpley,
2005).
1.4 Principles of market segmentation
Market segmentation is considered as the process which helps in dividing the target
market into different segments such as demographic, geographic, psychographic and behavioural
etc. All such factors assists in segmenting the market into different products or services so that
market share of firm could be enhanced. It involves demographic factors upon which market
segmentation could be done which involve age, gender and income (Vargas-Hernández, 2012).
Thomas Cook identifies the market segment upon such basis and then provides the tour plan to
customers. Thus, through identifying the market segment and then prepare effective planning in
order to promote tourism and thus enhance sales and profitability of firm in market. Additionally,
key principle of market segmentation is that it helps in supporting Thomas Cook and enhancing
the alignment so that services can be enhanced in terms of delivering better quality customer
service and attain desired growth and targets.
Furthermore, it can be assessed that through segmenting the marketplace it helps in
benefiting the manager of Thomas Cook to measure and identify the needs of of travellers and
provide them best summer tour package for Morocco and Egypt. In addition to this, market
segmentation is also useful for carrying out marketing planning and benefits the manager in
terms of improving marketing plan and thus fulfils the needs of customers (Riege and Perry,
2000). Through carrying out segmentation it helps Thomas Cook to carry out an effective
marketing plan for summer tour package 2017 and accomplish the desired targets so that set
results can be attained. Hence, it is essential for firm to undertake demographic market
segmentation in terms of carrying out the principle and selecting age, gender, income etc, of
customers and then prepare the tour package for summer 2017 and thus enhance market share.
TASK 2
2.1 Importance of strategic marketing planning
Strategic marketing planning helps in preparing appropriate tactics so that needs and wants
of customers could be fulfilled. Main significance of preparing such marketing planning assists
marketing manager of Thomas Cook to focus upon developing effective strategies in relation to
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