The Role of the Marketing Mix in the Travel and Tourism Sector: A Case Study of Thomas Cook

This paper examines the role of the marketing mix in the travel and tourism sector, using Thomas Cook's Summer 2018 holidays to Morocco and Egypt as a case study. It discusses the issues related to product, price, and place elements of the marketing mix, and assesses the importance of service sector mix elements such as people, process, and physical evidence. The paper also applies the concept of the total tourism product to Thomas Cook, highlighting how the company can enhance customer experience through a combination of services and facilities.

TASK 3
To understand the role of
the marketing mix in the
travel and tourism sector

CONTENTS:
3.1 Discuss issues in the product, price and place elements
of the marketing mix with reference to the Thomas Cook’s
Summer 2018 holidays to Morocco and Egypt.
3.2 Assess the importance of the service sector mix
elements to the travel sector.
3.3 Apply the concept of the total tourism product to an
individual tourism business such as Thomas Cook.

INTRODUCTION:
Marketing mix consists of elements like price,
product, place, promotion etc. which influence the
marketing strategies of the company in order to
attract more customers for business. As Thomas
Cook is launching holiday packages for summer
holidays 2018. therefore it is important for it to
consider the various elements of the marketing mix.

3.1 DISCUSS ISSUES IN THE PRODUCT, PRICE AND PLACE ELEMENTS OF THE MARKETING MIX WITH
REFERENCE TO THE THOMAS COOK’S SUMMER 2018 HOLIDAYS TO MOROCCO AND EGYPT.
Product: The various items and services offered by the Thomas Cook
in order to meet the needs of its customers are referred to as Products.
Most of the services and products offered by Thomas Cook are
intangible. Therefore, before launching its new holiday packages for
2018 summer holidays, the company needs to consider the life cycle of
the products.
Price: The amount paid by the customers for using the services of the
Thomas Cook is referred as Price. Thomas Cook needs to set its prices
according to the competitors who are also offering the same services in
the market. Market skimming policy can also be followed by Thomas

CONTINUED…
Place: Place refers to the area where the services and
products are offered by Thomas Cook. The location of the
office of the Thomas Cook is also considered as Place. The
lack of safety and increase in the terrorism activities in
Egypt is the major issue that Thomas Cook faces while
designing holiday packages for Morocco and Egypt as the
tourists do not prefer visiting Egypt because of the
terrorist attacks that have occurred in Egypt in the past.

3.2 ASSESS THE IMPORTANCE OF THE SERVICE SECTOR MIX ELEMENTS TO THE TRAVEL
SECTOR.
Service sector mix elements include people, process and Physical
Evidence which are explained as below:
People: In order to provide best possible services to its customers,
Thomas Cook gives training to its people in order to enable them to
fulfil customer needs in an effective manner. Training will enhance the
communication skills which will increase the quality for the customers.
Process: Process refers to the way the company provides various
services and products to its customers. Thomas Cook needs to follow
strategic management plan in order to provide services to its
customers in the most effective and efficient manner.

CONTINUED….
Physical Evidence: It refers to the overall customer
experience with the services and products of the
company. In order to provide great and unforgettable
experience to its customers, Thomas Cook needs to
maintain attractive interiors and great ambience at its
various outlets so as to put everlasting impression on the
minds of its customers. It will also motivate its customers
to purchase the services of the company.

3.3 APPLY THE CONCEPT OF THE TOTAL TOURISM PRODUCT TO AN INDIVIDUAL TOURISM
BUSINESS SUCH AS THOMAS COOK.
The combination of various different types of services offered
by the Thomas Cook to its customers so as to enhance their
trip experience is known as the total tourism. The various
services offered in total tourism product by companies such
as Thomas Cook includes attractive services and facilities,
natural and historical destinations, good quality food and
beverages etc. All these services are used by the customer
during their travel which makes up their experience of the
trip and with the company.

CONTINUED…
Therefore, on the basis of the various services like
accommodation, food, transport etc. provided to the
customers, the experience of the whole trip is generated
and the customer decided based on his experience that
whether he wants to avail the services of the Thomas Cook
again in the future or switches to some other company.
Therefore, total tourism can be referred to as the services
provided from the beginning till the end of the journey to the
travellers.

CONCLUSION:
Thus, it can be said that in order to enhance the
quality of its services and to achieve its objectives,
Thomas Cook needs to consider various elements
of the marketing mix so as to gain competitive
advantage. The service sector mix elements are
also of great importance for the Thomas Cook. In
order to retain its customers in future, the
company needs to provide total tourism product
with the good customer experience.

REFERENCES:
 Abu, R., 2012. Hospitality and Tourism. CRC Press.
 Ashworth, G.J., & Goodall, B., 2013. Marketing Tourism Places.
Routledge.
 Bhasin, H., 2018. Marketing Mix of Thomas Cook- Thomas Cook
Marketing Mix. [Online] Marketing91. Available at:
https://www.marketing91.com/marketing-mix-thomas-cook/
[Accessed 24 May 2018]
 Simkin, L., 2012. Judging marketing Mix effectiveness. Marketing
Intelligence and Planning, vol. 30, issue. 5, pp. 494-514.

Thank You…