Tour Packages and Customer Satisfaction Report

Added on - 18 Dec 2019

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SMEACCOMMODATION
EXECUTIVE SUMMARYTravel and tourism sector of UK offers huge success and growth opportunities forcompanies . Present report describes about link between tour packages and customer satisfaction.SME operating in travel industry faced diverse range of issues and it becomes critical for themthat innovative services should be offered to consumers. The report mentions literature review inwhich different view points presented by various authors have been mentioned. In addition tothat data analysis have been covered by making use of thematic method. Moreover conclusion ofoverall project has been presented and outcomes of the study have been briefly described.Furthermore recommendations have been explained through which tour packages offered by thecompany can be improved. The project present different aspects of travel and tourism sector incontext of SME's that are operating in that industry.2
TABLE OF CONTENTSINTRODUCTION..........................................................................................................................3CRITICAL LITERATURE REVIEW............................................................................................4RESEARCH METHODOLOGY....................................................................................................6DISCUSSION OF RESEARCH ETHICS......................................................................................7PRESENTATION AND ANALYSIS OF FINDINGS..................................................................8DATA ANALYSIS...................................................................................................................10STUDY CONCLUSION...............................................................................................................12RECOMMENDATION................................................................................................................13REFLECTIVE REPORT..............................................................................................................143
INTRODUCTIONTravel and tourism industry of UK offers huge success and growth opportunities, largenumber of companies are offering services in this industry so that needs and requirement ofclients can be fulfilled (Torres and Kline, 2013). It is imperative that strategic approaches shouldbe used so that profitability and revenues earned by the firm can be enhanced. Digital age createschallenge for assessing needs and requirement of buyers and due to that difficulties are alsofaced in designing services and packages of the company.Ultimate aim for any tourism organization is to earn profit and it can be fulfilled byunderstanding the preferences and requirement of the consumers can be met. There are diversereasons due to which profitability and performance of the company gets affected and majorreason is lack of data and information. Globalization has paved the way for makingimprovements in performances of the business and it has supported for attracting more numberof consumers for selling products and services that are offered by business. Along with thistechnically advanced devices such as Smartphones, laptops and mobiles have provided aeffective platform for business organizations to make the consumers aware about the differenttypes of services that are offered by the company. Aim and objective for the present research isas described :-Aim :-The main aim of the research To understand the effectiveness of tour packages inincreasing customer satisfaction :- A study of Holiday extra.Objectives :-To Understand the concept of tour packages and customer satisfaction.To determine the link between consumer satisfaction and tour packages.To evaluate the ways that could be used for enhancing satisfaction level ofconsumers .To recommend the ways through which services offered in the tour packages canbe improved.CRITICAL LITERATURE REVIEWAccording to Wang, (2013) effectiveness of tour packages supports for enhancing thesatisfaction level of consumers. More number of travel packagers can be sold by gaining loyalty4
of clients towards the services and packages that are offered by the company. Direct effect on theperformance and revenues earned by the company is observed and it aids for gaining thesatisfaction level of buyers. Law, Buhalis and Cobanoglu, (2014) has defined that travel andtourism industry of UK is facing huge competition and due to that it has become vital thatconsumers should be offered attractive packages so that more number of packages can be sold.In addition to that strong competition in travel industry makes it essential for the existingfirms to offer superior quality so that loyalty of buyers can be gained. Along with this it hasbecome essential that attractive portfolio of tourism services and products should be developedso that satisfaction level of buyers should be gained. Global competitive environment requiresthat dedicated efforts should be made so that tour packages can be designed and developed formeeting the needs and requirement of buyers.Along with this travel organizations have opportunity for developing the travel packagesso that requirement of buyers can be met. Tour packages that are offered by the companiesincludes financial charges, travel destinations, transportation services, accommodation and foodservices. All these facilities are included under the tour packages that are being offered by thefirm. Similarly types of packages that differ from each other includes holiday packages, familypackages, summer packages, festival packages and some other different packages. Along withthis there are some discounts are also offered in the tour packages so their attention should begained in selling the packages and services that are being offered by the company. Effectiveservices that are offered through tour packages supports for gaining satisfaction level and loyaltyof consumers.Other than this Altinay and et.al., (2015) has mentioned that it is critical that measuresshould be taken by the business organization for making positive improvements in differentservices that are being offered by them. Facilities and services that are offered in the tourpackages supports for gaining loyalty of buyers. With this satisfaction level of consumers canalso be gained so that improvements can be made in the different type of services that are beingoffered by the firm. Along with this marketing dine in a structured, organized and effective wayhelps for making the clients aware about the diverse range of services that are offered by the5
travel firm. It also helps for gaining the content of buyers so that they should give morepreferences for repurchasing the travel packages that are offered by the firm.It is also critical that measures should be taken so that positive improvements can bemade in the travel packages that are offered by the firm. It has been mentioned by Brotherton.and et.al., (2012) that if consumers are satisfied by the features of travel packages than it aids forgaining loyalty of consumers. It has been defined by In recent times tour operation industry hasbecome a major pillar for economic growth and development. This sector provides the neededservices to many customers in various locations. Most of the tour operation companies have beenoriented towards customer satisfaction as well as loyalty towards them.Mok and et.al., (2013) has mentioned that Most of the small medium enterprises involvedin providing tour packages are directed towards understanding how customer perceives thequality of the services provided in a tour package. Visitors who travel abroad are more likely totake part in tour packages put together if those services provided by tour operators satisfies them.Thus, high quality service helps to generate satisfaction of customers, loyalty, and it attractsmore and more customer to enjoy tour packages which in turn improves their productivity aswell as performance.Customer satisfaction shows the degree to which a customer believes that using services oftourism such as enjoying tour packages etc. revokes positive feelings. When the customerperceives positive feelings then only customer satisfaction can be achieved.Customer satisfaction is an integral part for small medium enterprises. As SME do not haveenough funds to invest in but still they provide quality services to their customers. For themsatisfied customers are assets with high customer loyalty, low cost, low risk and higher returns.Thus enhancing firm's overall reputation in the tourism industry.Bharwani and Jauhari, (2013) Has defined that Various tourism business no longersurvive in tour package industry due to lack of customer demand for their packages or they werenot being able to charge enough to remain profitable business in the industry. Company shouldalways modify their tour packages to attract more and more new customers.Tour packages should be created in such a way so that customer can be highly satisfied rightfrom the airline services, hotel, food, scenic spots etc.6
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