Marketing Strategies in Travel and Tourism

This assignment delves into the contemporary landscape of travel and tourism marketing by analyzing a collection of academic research papers. The papers cover diverse aspects including the influence of social media, the role of organizational learning, niche market identification, and the impact of cultural values on consumer behavior. The analysis aims to shed light on current trends, challenges, and successful strategies employed in this dynamic industry.

Marketing in Travel
and Tourism
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Core concept of marketing for the travel and tourism sector................................................4
1.2 Impact of marketing environment on the individual travel and tourism business................5
1.3 Factors affecting consumer motivation and demand in the travel and tourism.....................6
1.4 Analyses the principles of market segmentation and its uses in marketing planning............7
Task 2...............................................................................................................................................8
2.1 Evaluation of importance of strategic marketing planning of travel and tourism in Egypt:. 8
2.2 Relevance of marketing research to the managers with reference to Thomas cook group. . .8
2.3 Influence of marketing on society........................................................................................9
Task 3.............................................................................................................................................10
3.1issues in the product, price and place elements of the marketing mix..................................10
3.2 Importance of service sector element in marketing mix.....................................................11
3.3 concept of total tourism product to an individual tourism product......................................12
TASK4...........................................................................................................................................13
4.1 Assessment the integrated nature and role of the promotional mix-...................................13
4.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2016
holidays......................................................................................................................................14
CONCLUSION..............................................................................................................................14
References........................................................................................................................................1
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INTRODUCTION
Marketing is the business activity in which marketer sales their product and services and
their value can be measures in terms of money. Marketing is the promotion of business product
or services to target audience. Marketing concept are driven by a clear objective that takes into
account cost efficiency, social responsibilities, and effectiveness within a particular market. In
this project report discussion has been done on the marketing concept and principles of
marketing regarding to the travel and tourism sector (Hampton and Lane 2015). Thomas cook
group is a tour operator company which provide the travel and tourism services to the customer
in the UK and also this project has been define the marketing environment on the individual
travel and tourism businesses on the tourist destination with the reference to Egypt. In this
project report discussion has been done on the core concept and marketing principle with context
of travel and tourism industry. It has been also analyses the importance of strategic marketing
planning for travel and tourism sectors. In this project, It has been analysis the various principles
of market segmentation and its importance for this particular business.
TASK 1
1.1 Core concept of marketing for the travel and tourism sector
The main objective of marketing is to provide the customer satisfaction by increase the
profitability in the organization. Thomas cook tour operator organization provide the various
attractive packages, discount, holiday facility,accommodation, hotel booking etc for fulfilling the
company objective is to earn profitability in terms of customer satisfaction. Thomas cook is an
operator in traveling industry in the united kingdom. The organization has been showing
willingness towards creation of different cultural package for a visit of different places. In the
context of marketing of the organization for new cultural package, the company of Thomas must
take the opportunity out of mass migration amongst the tourist that will contribute in leading the
policy of tourism at a large scale (Chandon, Laurent and Valette-Florence, 2016). The package
can be fixed at a lower amount of price, dictating the increased level of interest amongst the
tourists within the market. company will be provide the attractive policy and facility for
attracting the customers toward that particular travel and tourism sector. The package will be
inclusive of cheap fair of transport plus accommodation in the destination places. The main
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objective behind that to acquire the market share and popularity of business. This all doing the
company for acquire the large number of customer and increase its competitive advantages in the
market place. For fulfilling that objectives , company needs to make focus on the build strategic
plan. Strategies can be referred to as determining the basic goals and objectives of long term for
the organization. In other words it can be said that in order to satisfy or fulfill the needs and
demands of the customers, the process of marketing is required to get customers satisfaction as
well as customer loyalty. it is required to manufacturer to provide essential and good quality
services to its customer so that to build up the brand image of the company (Plinke, 2015).
1.2 Impact of marketing environment on the individual travel and tourism business
For survive in the competitive business environment, company may faced the various
factors which affect the marketing of the services. Some of the factors which is uncontrollable
because company do not have any control them, some of the factors which affect marketing
environment on the travel and tourism businesses are as follows- Competition- Competition refers to the numbers of similar industry in the market.
Marketer might not have direct influence on them, but it is important that markers
monitors their activities, and then design effective strategies using controllable variable.
when Thomas cook operate their business at Egypt destination, it also may face the
competition factor at that particular destination (Ajagbe and et.al., 2015). Governmental policies- Government policies refers to the laws and legality of that
particular land and location as well as the country. When Tomas cook operate travel and
tourism at the Egypt, it may consider the all legal and government rules and regulation in
their business. Natural forces- This refers to the physical environment, it includes all available or lack
of natural resources that can be affect the travel and tourism at particular destination. It
includes the climate and weather of that particular destination. weather and climate
largely affect the travel and tourism industry (Morello2016). Social and cultural forces- It refers to the social and cultural forces such as individual
and group of individuals behavior, believes, thought patterns and lifestyle, friendship etc
many of this trends goes a long way to affect business marketing operation.
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 Demographic factors- Demographic refers to study of people, such as family size,
occupation, marital status, sex, age etc. this factor is also uncontrollable. Company can
not be make any changes. These thing also affect the Thomas cook services at particular
destination.
 Technological changes- Technology also affect the operation within the business.
Thomas cook make consider the technological advancement of that particular destination
where it will operate the business.
1.3 Factors affecting consumer motivation and demand in the travel and tourism
There are various factors which affect the consumer motivation and demand in the travel
and tourism , some of these factors are as follow- Web- The rapid growth of the internet has changed the way people search information
about hospitality and tourism services (Yousaf, 2016). More attractive web design and
function can be helpful to consumers for searching the accurate services of tourism.
Thomas cook needs to focus on the internet profile of their company so that they enable
to enhance the number of consumer. Safety needs- Customer can be choose that particular destination which provide them
safety and security. The destination should be safe and secure where traveler can be feel
comfortable following this tour operator should considered that destination's safety and
security. Travelers will be go that places where they have freedom from any natural
threat and dangers.
 Pricing-Price and cost is very important factor which affect the travelers motivation and
demand. Travelers can be visit only that particular place which will be within the
travelers budget. Beauty of place- It is the another major factor which affect the travelers motivation.
Most of the travelers prefer that destination which is more beautiful and their location is
more attractive. So that tour operator select that destination which is beautiful and it is
famous for their beauty in the country. Freedom from threat and danger- Traveler will like to go that places which have
freedom from any natural threat and dangers. For example if terrorist attracted at any
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place in the London than after this attract London will lost its popularity and good will
for some time. After that travelers will not like to travel that place.
 Weather and climate-Weather and climate is the major factor which affect the travelers
motivation for particular destination. Some people will not want to travel in summer
season and that season they will like to travel at coolest place. Hill station are more prefer
in the summer season because their weather is cool.
1.4 Analyses the principles of market segmentation and its uses in marketing planning
In the marketing concept, market segmentation is the process in which market divides
into smaller subsets comprising of consumers with a similar taste, demand and preference. A
market segment is a small unit within a large market. there are various basis of market
segmentation such as gender, age group, income, marital status, occupation etc and there are
three type of market segmentation such as psycho graphic segmentation, behaviouralistic
segmentation and geographical segmentation (Osuagwu, 2016). One market segment is totally
distinct from the other segment. There are some importance of marketing segmentation in
context of marketing planning. Increase in competitiveness- If company focuses on the particular segment of market for
expand their business, it will increase the competitiveness of that particular company. for
example if company are focusing on youngsters,its brand recall and equity with
youngster will be very high (Cross, Belich and Rudelius, 2015). Market expansion- If Thomas cook focuses on market segment it will help to expand the
business. Geographic segmentation is one type of segmentation where expansion is
immediately possible. Through divide the market according to geographical basis,
company can easily access the accurate wants and demand of the customer in that
particular location. Have better communication- Through market segmentation, Thomas cook can be able to
increase better communication with the customer. communication can not be possible
without knowing target market. After divide the market segment, company only used that
communication tool and technique which are more convenient for particular segment.
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 Increase profitability-Company can expand its profitability through market
segmentation. After knowing the market condition company always carry that function
and strategy which is more profitable for particular segment.
 Reduce risk- Market segmentation helps to Thomas cook in reducing the market risk
because after knowing the market condition like where, why, what , how, and to whom a
product, services or brand will be marketed.
TASK 2
2.1 Evaluation of importance of strategic marketing planning of travel and tourism in Egypt:
Marketing is very important element of every business. In terms of travel and tourism,
marketing planning is concerned with coordinating the activities to achieve the goals of business.
Egypt is famous for their pyramids and there are more different tourist sites. Strategic planning is
important for Egypt because:
Streamlines product Development: Strategic marketing planning helps to create utility of
travelling service. In Egypt there are several things that create the importance of travelling
services to the people like Pyramids of Giza. By the ages and archaeologists Giza's pyramids
has impressed travellers down through. In Egypt marketing strategy starts with various
places such as megalithic memorial of dead kings. It is concerned with highlighting various
features of the attractive places that Egypt offers to travellers. This helps in streamlining
product development of the country (Bowtell, 2015. ).
Assist with marketing communication: Strategic marketing planning is totally based on market
research. Market research is not competed without communication. Communication helps to
make the effective services of travel and tourism of Egypt. Thus, strategic marketing
planning helps to make the effective marketing plan of Egypt by assisting in communication
(Jalilvand and Samiei, 2012.).
Determine optimal prices: Marketing planning follows the rule of obtaining low cost and high
profits with the help of the product and services (Khoshkhoo and Nadalipour, 2016. ). Price
is also a part of marketing strategy. It is very important to set the right price of a product or
services. The Egyptian government lays emphasis on encouraging the travel and tourism
services. It provides major sources of currency to the optimal pricing for making strategic
marketing planning of Egypt.
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Establishment of effective distribution: Strategic marketing planning is of great help to Egypt in
establishing effective distribution of goods and services. In Egypt there are many services
given to the people which make the travel and tourism effective (Leung, Xue and Bai,
2015). These include services such as Yacht tourism, medical tourism, tourism desert, sports
tourism and ecotourism etc.
2.2 Relevance of marketing research to the managers with reference to Thomas cook group
Market research is of significant help to managers of Thomas Cook Group to compete
with the other market. The following aspects can be considered which highlight the relevance of
marketing research: Marketing research can guarantee the success of marketing campaigns: Market research
is to help find the opportunities of the business. Thomas cook group is a big company it
provides the travel and tourist services to the people (Sheresheva and Kopiski, 2016).
Market research helps to the managers to create groups and team arrangements and
provide other facilities to the people. Help to competing with the competitors: Marketing research helps in the identification of
the competitors of a business. Thomas Cook Group has competitors like Cox & Kings
Ltd., International Travel House Ltd., Kemistar Corporation Ltd. etc. But some services
of Thomas Cook Group make it different from other organizations (Wu and et.al., 2016).
These are services which include various facilities provided to the customers. Market
research is relevant for managers of Thomas Cook Group because it helps them to find
the growth rate of competitors. On the basis of this information, the chosen organization
is able to create the differentiation of services offered to the people. Minimize the loss: With the help of Market research every organization can minimize the
risk of it. Market research is make relevance for the managers because it help to find the
loopholes of the organization.
 Provides valuable data: Market research provides the valuable data that is demand,
supply, competition etc. to the organization. It help to the managers of the organization
to take the decision accordingly. This highlights the relevance of the data to the
managers.
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2.3 Influence of marketing on society
Marketing refers with the firms, business and organization growth. This all are connect
with the society. It helps identify potential customers of the organization by use of
advertisement, promotion, personal selling, publicity etc. It is another way to maintain growth
and achieve the goals of the organization. Marketing is responsible for giving benefits to the
society in various ways like managing customers’ expectations, understanding the consumer
behaviour, targeting the potential customers etc. Marketing is considered to have positive as well
as negative impact on the society.
In today's time, marketing influence the life of every individual. Marketing is going to
increase day by day because it identify the needs of customers and how to satisfy them. It is
create the positive impact on the people of society. It influences the society in the following way: Informing consumers: Marketing gives the benefit to the society that is informing
consumers. It defines the need and satisfaction to the consumers. It provides the
information about the new products which is introduced in the society. Consumer expectations: Other than information provision, marketing is also focused on
the consumers’ expectations which relate with the society. Generally consumers believe
on brands and some brands creates best values to the society. However, marketing may
also create false images regarding a particular products or service in the minds of
customers. This may influence the society in negative manner. Economic benefits: Marketing is driven with the economic benefits which influence
directly or indirectly to the society. Such benefits include economic policy, promoting
goods and services, segment to the customers and targeting to the customers. It helps to
determine the tax planning, economic growth and increase in GDP etc.
 Consumer behaviour: Market is also help to understand the consumer behavior and
promote to the advertising that influence to the society. It provide the positioning place
for the analysis of consumer behaviour. This is useful to make the consumer awareness
towards the issues of the society. It also link between the individual consumer and the
whole society.
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TASK 3
3.1 Issues in the product, price and place elements of the marketing mix
In Thomas Cook Group product, price and place has following issues:
Product issues: Thomas Cook Group provides the different types of product and services like
hotels, flights, insurance, visa & passport etc. But it faces the following issues in market: Lost vision: Customer need and wants change day by day. Thus the company faces issues
for setting the future vision for this (Sheresheva and Kopiski, 2016). Different languages: Sometimes customer and managers cannot understand each other
due to the different language so this creates the major issues in product development. Customers classification: Thomas Cook Group has different types of customers and they
want different type products. It is difficult to give different product to different
customers.
Price issues: Thomas Cook Group provides different pricing to its customers. it face the
following issues on price: Price discrimination: It is the strategy of the company is to selling the same product to
different customers on different pricing strategy. This create the controversy among the
customers of Thomas Cook group. Price skimming: It is a term where first product is sold at very high price and after then
price is lowered. It is create price issue in Thomas Cook Group as the service is to be
offered to the same customers at the different time. (Myrthianos and et.al., 2016) Price fixing: Sometimes Thomas Cook Group makes the fix price on the particular
product. It creates more issues because different locations has increase the cost of
particular product.
Place issues: Place is considered a convenient location at the right time. In Thomas Cook
Groups following issues are linked in place: Different locations: Thomas Cook is worldwide company. It has different locations of the
organization. Carrying out the different locations creates big issue to the Thomas Cook
Group.
 Targeting to customers: Thomas Cook face the big issues of targeting the customers
because as customers have different preferences, it is difficult to target them.
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3.2 Importance of service sector element in marketing mix
Services are an important input for all the commercial activities. Service sector of
Thomas Cook gives the different services to its customers. It has following importance to the
marketing mix: Sales and distribution: Thomas Cook Groups make the feel good to its customers. It
gives the different types of services to the customers like family services, arrangements
of services for group of people, etc. Feedback Improves Service: Thomas Cook Group Takes the feedback by giving the
services to its customers. It helps to understand the services rendered by the performance
of the organization. Services proliferate: Thomas Cook Group gives the many services option to its
customers which makes by the organization. Because it is an intangible thing which is
provide by the Thomas Cook Groups. It wants the positive feedback by the customers. It
help to determines the services by the company (Kubacki and et.al., 2015).
 Multiple Touch points: Service marketing of Thomas Cook Groups provides interaction
with more people and take experience by them. These touch point work when customers
are interact with the more than people and it established the perception in all consumers
mind.
 Creates friendly environment: Service marketing of Thomas cook Groups help to create
friendly environment of the customers, peers and colleagues. It is helpful in maintaining
the relation of all the members of the organization whether it is internal members or
external members.
3.3 Concept of total tourism product to an individual tourism product
Total tourism product means the integration of all services given by the company which
are includes in travel tourism. Rather than individual product tourism company gives the more
than one product. It is arrangement of integrated products which includes the traveling,
accommodation, food facility etc. Thomas Cook Group provides the different types of product
and services to its customers like hotel facility, Gifts cards, flights, insurance etc. It consist the
group of services or total tourism product which is useful for every individual when he/ she
travel.
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Following are the three element considered in term of total product of tourism by Thomas
Cook Group: Facilities: Tourism facilities is main term for the total tourism product and this is given
by the Thomas Cook Group in total tourism product like insurance, hotel facilities, visa &
passport etc (Choo and Petrick, 2015). Attractiveness: Tourist attraction is a place where tourist visit and take the knowledge
about the history of that place. In term of Thomas Cook Group they make their services
very attractiveness to targeting the customers and increase the customers of the
organization.
 Destination: Total Destination marketing team develop the destination strategies of
economic of country. Thomas Cook Group make the destination to develop its customers.
Apart from this three elements travel tourism facilitate to help in the total tourism product
of Thomas Cook Group:
 Travel Services agents
 Business services
 Accommodation services
TASK4
4.1 Assessment the integrated nature and role of the promotional mix-
Promotion is one of the four element of marketing mix such as product price, place,
promotion. It is the communication link between sellers and buyers for the purpose of
influencing, informing about purchase decision. The promotional mix is a term used to describe
the set of tools that a business can use to effectively communicate the benefits of its products
and services to the customers. Promotion mix is the activity to promote the sales of product and
services in market. Those activity which help to enhance the numbers of buyers and provide
them information about product and services are known as the promotional mix. There are
various element of promotion mix some of theses are as follows- Advertisement- It can be defined as any paid form of non personal communication about
an organization, product, services, and idea by an identified sponsor. it is very important
tool for a particular company whose product and services are targeted at mass consumer
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markets. Through advertisement company can enhance it supply chain management and
also its customers (Liu and Chou, 2016). Sales promotion- It is generally defined as those marketing activities that provide extra
value or incentives to the sales force , distributors of Thomas cook. It includes that
activities which helps to increase the sales of product and services. sales promotion is
very helpful tool to enhance the company sale and profitability. Public relation- public relation is also very important promotional mix element. If
company have a very good relation with the people in the market than it will very
profitable for the Thomas cook to acquired the more customer within the company and
retain them for long time.
 Direct marketing- Thomas cook is another very important tool to increase the marketing
of services. It is one of the fastest growing sectors in which company communicate
directly with target customers.
Promotion offers the communication of the benefits to consumers who buy
a bundle of expectations to satisfy their needs and desire. Through promotion mix , customer
helps to identify and gathering the knowledge and information about particular product and
services. It helps to company for increasing their publicity in the market. Promotion mix is play a
vital role in the expansion of business (Mazanec and et.al., 2015). Through use of various
attractive tools and techniques of marketing promotion , company can help to increase its market
share and competitive advantage. It help to provide the awareness in the customer in that
particular company and also it provide the accurate information of business activities and
programs.
4.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2016
holidays.
For justification an integrated promotional campaign for Thomas cook summer 2016
holiday, company will create the strategic plan for run their business in the summer 2016. firstly
company will select the particular segment of market where it will operate the business. For this
company will select the middle level income group of customer. After that company will decide
the pricing strategy for middle level income group. it will select the that pricing strategy which
will be convenient and affordable for that particular group. After that company will set the
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promotional tools which help to customer in getting knowledge about particular destination.
company will choose the online marketing strategy to promote the company advertisement. it
will prepare the company profile on the internet and design the web page where it will allow to
display all update and knowledge about that particular destination. Through this, customer will
easy to access the right information about company offers, discount, price, policy etc. company
will used the various attractive offers and strategy for attracting the customer towards this
campaign. company will provide the accommodation facility, hotel, restaurant, attractive
packages etc for their customer.
CONCLUSION
From this project report it has been concluded that Thomas cook operate their travel and
tourism business in the Egypt. For this company has been set their marketing plan and concept
for that particular destination. It has been understand the concept and principles of marketing in
the travel and tourism sector. Assessment the impact of the marketing environment on the
Thomas cook business has been also done in this project. Discussion of various factors which
affect the customer motivation and demand in the travel and tourism has been also concluded. It
has been also conclude that what is the importance of strategic marketing planning for Thomas
cook industry. In this project report we have discussed the various issues in the product , price,
place element of the marketing mix and also has been justified an integrated promotional
campaign for Thomas cook in summer 2016.Thomas Cook Groups make the feel good to its
customers. It will give the different types of services to the customers like family services,
arrangements of services for group of people, etc.
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