This presentation discusses the problems in product, price, and place components of marketing mix in the travel and tourism sector. It also explores the significance of service sector mix elements and the concept of total tourism product. The focus is on Thomas Cook's summer 2017 holiday package to Morocco and Egypt.
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MARKETING IN TRAVEL And TOURISM SECTOR TASK 3
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Introduction Marketing in travel and tourism refers to promotion and sales of wide range of services offered under this sector. In order to promote the services,ThomasCookcanusevariousmarketingtoolslike, advertisement, sales promotion, personal selling, public relation etc. In this presentation, the various problems in product, price and place components of marketing mix will be studied.The significance of servicesectormixelementsintravelandtourismsectorwillbe considered.
3.1 Discussing the issues in product, price and place elements of marketing mix The marketing mix refers to mix of important components of companies , product, price, place and promotion to plan powerful marketing strategies and reach the potential customers effectively. Thomas Cook is planning to launch its summer 2017 holiday package to Morocco and Egypt, it is important for company to pay more focus to main elements of marketing. The marketing mix will help company in allocating the limited resources and plan its marketing activities according to the developed benchmarks. However, there are several problems that can be faced by marketing executive in relation to the main components of marketing, in target market of Morocco and Egypt
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Continue.. Product:It refers to range of products and services offered by Thomascooktofulfiltheneedsandexpectationsof customers. Therefore, company offers intangible travel and tourism services to its prospective customers. Price:It refers to the amount the customer is needed to pay for the services offered by Thomas Cook. Place:It refers to area or location where services are rendered by company. It is place where customer can obtain the offerings of business.
Marketing mix elements
3.2 Importance of service sector mix elements in travel and tourism sector The service sector mix elements can be defined as the collection of different elements of service marketing that help Thomas Cook to communicate its brand image and promotional message to potential customers. Further, service marketing of Thomas Cook is interactive marketing which means the company do adjustment in its services after deciding the preference and needs of customers. Thereafter, constant betterment is done in the quality of services to maintain the brand image in different market. The service sector mix elements help organization to provide effective services. To ensure success of marketing campaign and increase the sales of new tour package , Summer 2017 to Morocco and Egypt, company can take assistance of additional elements of service mix.
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Service Sector Mix Elements Traditional elementsAdditional elements of service marketing ServicePeople PlacePackage PriceProgramming PromotionPartnership
3.3 Applying the concept of total tourism product to individual tourism business The total tourism product refers to combination of various services offered by Thomas Cook to prospective customers to enhance their experience. Broadly, there are two types of tour package offered by company, specific and total level. With the aid of specific level services, company offer distinct service like, sight seeing only. Further, the total tourism product help company in providing entire tour experience to customer from the start of journey to the end. In this respect, company book airline tickets (both departure and return), accommodation, resorts, leisure activities like, Spa, theme park etc. as per the specifications of customers. Therefore, company may buy different service from reputed suppliers to offer best and qualitative services that will maximize the customers satisfaction. Total tourism product help company in providing best service at affordable cost within the comfort zone to customer
CONCLUSION In a nutshell, it can be said that marketing plays a significant role in promoting the travel products and services of tour operator in the contemporary environment as it will result in promoting their travel product and services in the effective and efficient manner. Furthermore, it can be stated that there are various factors that mainly influences the customers and visitors who are selecting their services and holiday packages.
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REFERENCES Belch., 2013. Advertising and Promotion. 6th ed. Tata McGraw- Hill Education. Bennett, R. and Thiele, R. S., 2004. Customer satisfaction should not be the only goal. Journal of Services Marketing. 18(7). pp.514 – 523. McStay, A., 2013. Creativity and Advertising: Affect, Events and Process. Routledge. Vilanilam, V. J., and Varghese, K. A., 2004. Advertising Basics!: A Resource Guide for Beginners. SAGE.