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Report On Cox & Kings - Concept Of Marketing In Tourism Sector

   

Added on  2020-02-05

12 Pages3790 Words134 Views
MARKETING IN TRAVELAND TOURISM

TABLE OF CONTENTSMarketing in travel and tourism.......................................................................................................1Introduction......................................................................................................................................3Task 1...............................................................................................................................................3A. Core concept of marketing and applied to Cox and Kings travel ..........................................3B. Brief analysis of impact of the marketing environment on Cox and Kings............................3C. Discussion on the factor affecting consumer motivation and demand..................................4D.) Principal of market segment and uses in marketing planning for London area s follow......6Task 2...............................................................................................................................................6A. Analyses the importance of strategic marketing planning for London and discuss theimportance of marketing research ...............................................................................................6B. Discuss the relevance of marketing research and the market information to managers in thetravel and tourism sector..............................................................................................................7C. Assess the positive and negative influence on the society of London ...................................7Task 3...............................................................................................................................................7A. Identifying and discussing the elements of marketing mix of Cox and Kings.......................7B. Asses and discussing the importance of services sector mix element....................................8C. Apply and discuss the concept of total tourism product by Cox and Kings...........................8D. Assess the integrated nature and role of promotional mix......................................................9E. Plan and justify integrated promotional strategy for Cox and Kings .....................................9Task 4...............................................................................................................................................9A Role of promotional mix .........................................................................................................9B Plan and justify an integrated promotional campaign............................................................10Conclusion.....................................................................................................................................10References......................................................................................................................................11

INTRODUCTIONTourism is travel for pleasures or the business of attracting and entertaining tourist, itmay be within the country or international. Cox and kings is a travel company that traces itshistory to 1758. it is now longest established travel company with is headquarter in India. It isthe leading holiday and education travel group, they operates through subsidiaries in UK, japan,Australia, new Zealand, UAE, and Canada (Cox and Kings, 2015). Present report is based oncore concept of marketing on tourism sector. Impact of the marketing environment on individualtravel and factors that affecting consumer motivation also analyzing the principal of marketsegmentation. Further on in this report focus on the importance of service sector mix elements,and marketing mix elements and role of promotional mix.TASK 1A. Core concept of marketing and applied to Cox and Kings travel Management process which is responsible for identifying and satisfying customerrequirement profitably is known as marketing (What is marketing, 2016). Core concepts ofmarketing related to travel and tourism sector can be applied to Cox and Kings. Marketing hasbeen termed as a wide term and the activity is important for every sector. In this activitycompany deliver wide products and services to their customer. Cox and Kings is an operator intraveling industry and its main function is collecting and analysis the market information. It isnecessary to know the consumer need and which type of advertisement they would like intourism sector (Becker, 2016). Cox and Kings marketing mix is for tourism product as it helpsthe marketer in conveying the right ideas, quality to raise the satisfaction of tourist product byfocus on the demand of customer. Marketing communication is an important component of thosein the tourism industry. Goal of Cox and Kings is that marketing communication is to increasetourism in specific state or country. Services provided in the tourism industry(airline, hotel,convention, local media etc.) use marketing communications to achieve relationship and goals.B. Brief analysis of impact of the marketing environment on Cox and KingsMarketing environment is refer to factors and force that affect the ability to build andmaintain relationship with customer. It consist of micro and macro environment which has agreat impact on London destination and Cox and Kings

Impact of micro environment on Cox and Kings and London destination are as follow:Customer: Customer are important for Cox and Kings for earning profit. If customer arenot satisfied by the tour company it affect their growth and development of business(Buhalis and Foerste, 015). Customer preferred to move on heritage and creative place, soit has great impact on destination.Employees: Employees should have proper contact with customers and other staffmembers. Employees also have skilled so that they can easily deal with customers. Impact of Macro factors on Cox and Kings and London destination are naturalenvironmentNatural environment such as geographical and ecological has great impact on Coxand Kings and London destination the people have similar test in particular geographical region.Tour company need to provide the food and culture on destination which customer required bythem. If it is not up to the demand of customer then not like visit again on that destination.Ecological environment consist of land pollution, air pollution and water pollution. Place wherecustomer visit should be clean and and polluted it affects Cox and Kings company anddestination. Customer are not like to visit on that place which is polluted or their environment isnot suitable.C. Discussion on the factor affecting consumer motivation and demandCox and Kings is motivating traveler for purchasing their packaged holiday. Factors thatmotivating consumers are tour agency providing luxury facility to travelers. They also advertisetheir package through social networking so more people come to know about their tourismdestination and their facility. People who are busy in their work they can easily book theirthrough website provide by tour agency. This company include all facilities for customer liketransportation facility, hotel facility etc so customer not need worry about all such things itmakes their travel easy and comfortable (Evans, Stonehouse, and Campbell, 2012). Throughprospect of travel destination they come to know in which hotel they will stay, what all thetransportation facility available for them and other activities included in their package. Principlesof market segmentation and there use in marketing planning for London. Factors influencingcustomer behavior are as follow

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