Travel and Tourism Management of First Choice: A Comprehensive Analysis

This report provides a comprehensive analysis of the travel and tourism management practices of First Choice, a leading travel and tourism company. It examines the company's marketing strategies, including its market segmentation, promotional mix, and product offerings. The report also explores the impact of the travel and tourism market on Spain and Turkey, two key destinations for First Choice. The analysis is based on a review of relevant literature and industry data.

Travel and Tourism Management of First Choice
Date: 05: 05: 2018
Actual Words: 3145
Reference Style: Harvard
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Table of Contents
Task 1 (L01)....................................................................................................................................3
P1.1 Discuss the basic marketing concept for travel and tourism industry.................................3
P1.2 Show the impact of the travel and tourism of market of First Choice in Spain and Turkey
.....................................................................................................................................................4
P1.3 Explain various factors that affect customer’s affinity toward the tourism sector..............4
P1.4 Analyse the market segment principle and its use in first Choice’s market planning.........5
Task 2 (L02)....................................................................................................................................5
P2.1 Explain the significance of planned marketing strategy of a special tourism and travel
business (First Choice) or destination of tourists (Turkey/Spain)...............................................5
P2.2 Explain the marketing research and information of market to mangers in the tourism and
travel sector regarding First Choice.............................................................................................7
P2.3. Evaluate the marketing influence on the society................................................................7
Task 3: (L03)...................................................................................................................................8
P3.1. Discuss issues in Price, Product and the place elements of marketing mix with First
Choice Summer Deals 2019 to Turkey and Spain.......................................................................8
P3.2. Importance of the Service mix elements associated to travel sector..................................9
P3.3. Concept of total tourism product to First choice..............................................................10
Task 4: (L04).................................................................................................................................10
P4.1. Integrate nature and the role of Promotional mix.............................................................10
P4.2. Integrated Promotional campaign of the First Choice Summer Deals 2019 Holidays.....11
References......................................................................................................................................12

Task 1 (L01)
P1.1 Basic marketing concept for travel and tourism industry
Travel and tourism industry has a tremendous prospect in any country and this deal with
different marketing approaches. Marketing management and strategy play a huge role in any
business. They need to deliver a proper image of the market and execute a different task for any
company (Middleton et al. 2009). Communication, delivery of products, maintaining the product
quality and many more are included in this market management process. Besides, marketing is a
vital part of these travel and tourism sectors, and this implementation of marketing process will
undoubtedly set a new chapter in this industry (Munar and Jacobsen, 2014). Tourism industry is
mainly based upon two different sectors such as the national and international tourism sector.
Inbound and outbound methods are like the other way for thinking of management team, and
tourism sector deals with the customer's satisfaction as their key feature (Liu and Park, 2015).
Besides, different kinds of guidelines are there for marketing, when this is included in tourism
and travel sector. On that note, this industry plays a significant role in order satisfy their
customers by proving the top quality services and delivering their demand.
The marketing orientation plays the critical role in covering all information related aspect of this
industry and in contrast, the cross-functional marketing delivers a vital role for a different kind of
production. First Choice under the TUI group has increased their performance in Turkey and
Spain by the implementation of effective marketing. According to Lamb, Hair and McDaniel
(2011), there is an extensive range of customer’s demand and this aim to satisfy companies need
for delivering a better feature. There are various elements in this market, as all of them are
required to perform with perfection. Further, the tourism sector has a very complicated
workflow, and there are different kinds of method that need to be implemented to overcome
these issues. Because the marketing department changed in last few years for First Choice, their
application of this marketing system has become a very active role in travel and tourism industry.
Besides, the number of existing established companies is not too high, but there are lot of small
tourism companies that are growing up rapidly (Gustafson, 2012). Furthermore, standardisation

of products is also an essential part of this industry, as high quality products will define
customer’s superiority rather than the low quality products. However, their attraction towards the
tourism industry is now increasing rapidly and First Choice Company is now trying to develop
their business in Spain and Turkey.
P1.2 Show the impact of the travel and tourism of market of First Choice in Spain and
Turkey
Developing a business is not a matter of hard works, but it is all about dedication and creative
thinking marketing that is primarily described by different aspect of macro and microeconomics.
Marketing should make a focus on these economic factors of any country as the overall economy
of any country relies upon the tourism business (Evans, Stonehouse and Campbell, 2012).
Further, this macro economy has topics like demography, tourism, culture and society, and
technological factor for the destination. On the other hand, microeconomics deals with the
internal use of any company such as competitors, organisational structure, and different
customers.
The travel sector of Spain has an excellent prospect for all kind of Tourism Company. Tourism is
one of the critical factors for Spain, as this tourism sector plays a vital role in economy of Spain
(Chhabra, 2010). Besides, the GDP of Spain is over $1.4 trillion per year, and they have almost
26% unemployment. Hence, tourism business plays a significant role in this country. On the
other hand, Turkey heavily depends on the tourism business as this tourism industry is like the
spine of the entire economic structure of turkey (Dolnicar and Ring, 2014). Besides, this
financial stability of turkey is also an example of the implementation of tourism sector, as this
sector has played a vital role in stabilising the economic system. This is the only reason why the
First Care shows interest in these two countries to in order to develop their tourism business.
P1.3 Explain various factors that affect customer’s affinity toward the tourism sector
The behaviour of people varies in different times, and their attitude makes a wide difference in
between their characters. Tourism is an essential part of traveller’s life, as they love to travel the
entire world (Bennett and Strydom, 2001). Thus, the customer attracts to any tourism corporation

after they witness the major services and attitude toward them. Their decision making process
will consist different types of progression of learning ability, motivation and perception. In order,
the global economy plays a critical role for this tourism industry, as there are different aspects of
issues that can affect the customer’s mindset toward travelling (Armstrong et al. 2014). On other
hand, social media also plays a major role in order to affect the affinity because there are diverse
reviews on different website about the same destination. Therefore, customer values those
reviews and retains them in their own places. Thus, Personal budget also plays a very important
role in this travelling process, as many customers cannot afford big amount of expenditure.
P1.4 Analyse the market segment principle and its use in first Choice’s market planning
Market segment is the important part of this marketing planning as the tourism market has
different segments and character. The market segments deliver a huge effect upon the tourism
company, as different segment are included in this segmentation that includes the geographical
factor, physiological factor and other lifestyle related factors (Anuar et al. 2012). It is witnessed
that demographic includes age, gender and family size while Psycho-graphic segmentation
include interest and the customer’s lifestyle. In order, the geographical include the country or the
region whereas the behavioural include behaviour and decision process of customers.
Through effective segmentation, First Choice can target customers as per lifestyle, age, country
or their purpose. It is shown that the key marketing activities that is been segmented will attract
them effectively (Firstchoice.co.uk, 2018). In contrast to the age, mostly 17-28 will go for
excitement and adventure where the firm will include tour packages such as mountaineering and
other party events.
Task 2 (L02)
P2.1 Explain the significance of planned marketing strategy of a special tourism and travel
business (First Choice) or destination of tourists (Turkey/Spain)

The marketing environment in the tourism and travel industry keeps varying time to time.
Besides, a proper strategic plan of marketing is essential of an organization (Wu, 2004). This is
where planned marketing strategy implicates the analysis of the organization environment with
the help of internal powers, competitors and the common market. It also arises with a compatible
action that focuses to create an aggressive strategy of marketing, and further maximizes the
presentation in the tourism industry (Webster and Ivanov, 2014). Planned marketing strategy
enables a business or an organization to recognize its proficiency before developing the finest
marketing strategy. A proper strategy of marketing also provides the business path to determine
the finest technique to get the objectives. It also gives a future vision, direction of leadership, and
framework of management for the industry in the spirited market.
First Choice group is a global organization that controls the tourism and travel sector since 1973.
The tourism sector has branches all over the worldwide and high rank for delivery process and
excellence customer service (Itt.co.uk, 2018). Through SWOT analysis, it is essential to analyse
the strengths, opportunities, weaknesses and the key threats.
Strengths
Since 1973, the First Choice has been recognized through difference rewards in the tourism
industry for their rich history. The company has huge employee base that are chosen from
different surroundings (Firstchoice.co.uk, 2018). Besides, First Choice has merged and acquired
with several organizations for their huge market base. Further, the company organizes travel to
over 500 destinations in the world. This tourism company has a wealthy portfolio of product
including travel agencies, flights and financial services. The company is also a well built up with
brands in the environmental segments such as Air tours and Direct Holidays in the UK. Thus, the
travel and tourism company also has an excellent consumer service and recurring consumers.
Weakness
The market climate is very unstable. Some inadequacies have being faced by First Choice, as a
major weakness. According to Walsh (2007), a constant increase of competition in marketplace
is accompanied by the decreasing business share in most areas of the market. Hence, the active
environment of the monetary market creates exchanges that varies with loses. This is a constant
debt created by the travel and tourism company to fall a major victim of the market variation.

Opportunities
There has been excess of openings, which may be used by the company. Besides, it shows high
opportunity with increase in the online booking system for trip packages while the growth and
high demand in the travel and tourism also shows a success factor.
Threats
There are some key threats that make the company losing its ideal position in the market. There
is increasing competition from other competitor companies and organizations that are working in
similar recession (Swart and Roodt, 2015). The company should be focused to optimize powers
and make channelling their assets into the facilities while keeping weaknesses and threats.
P2.2 Explain the marketing research of market to mangers in the tourism and travel sector
regarding First Choice
In the tourism and travel industry, marketing information and research is very helpful. It refers to
a purpose that creates a link among the customers and the common community with the vendor
through the data (Sigala, Christou and Gretzel, 2012). Within this framework, the information is
utilized for the different purposes including refinement, generation, monitoring market
performance, market evaluation, and understanding the management process.
The information of marketing is also utilized by the growth of marketing strategy of a business.
For example, First Choice may assess its competitors and may be capable to identify whether
they would go through their franchises and mergers in Turkey and Spain (Firstchoice.co.uk.
2018). They must utilize the market research information to recognize the demands of the
tourism products and analyse the common tendency in the tourism business on a vast range.
P2.3. Evaluate the marketing control on the society
There are several effects of advertising on the society as the income determines the function in a
business. For the customer security, it increases public liability of the industry that the public
would gain competitive advantage from the organizations. Further, the vendors can talk to the
government about their ideas so that their compliance levels are appraised with the advantages to

the customers (Munar and Jacobsen, 2014). Marketing also helps in raising the awareness
process on the entire society. On the other hand, public policy is affecting various niches in the
market. It also helps in ensuring the procedure that the surroundings are included.
In modern times, the customers are well versed in green washing applications and they were
mostly interested to lift a red signal so that they come across in the activities of marketing of an
industry (Middleton et al. 2009). This will help in the formation of the official notifications in a
company through raising awareness and compliance. Marketing makes compatibility of a
company through things as decent business applications has a code of conduct for a business
(Liu and Park, 2015). Generally, the marketers get together with the government and through
customer’s expectation with advertising applications. Further, any change in customer
perceptions is enclosed in the research or marketing. Hence, this enables the organizations to get
through scenario planning. Moreover, organizations must spend in their selling and always be
confident that they stick to regulations.
Task 3: (L03)
P3.1. Issues in Price, Product and the place essentials of marketing mix with First Choice
Summer Deals 2019 to Turkey and Spain
Marketing mix is regarded as the structure that is accepted, and used in the market organisation
to succeed ideally in marketing situation. Mainly, it refers to the certain variables like Price,
Place and the Product, which a firm uses for a certain period (Lamb, Hair and McDaniel, 2011).
In case of making Summer Deals 2019 to Turkey and Spain, First Choice could face issues that
will result to waste of time, improper utilizing of the key resources and increase of production
cost. Besides, First Choice also faces desirable issues for taking decisions that are related to price
of the trip, place and the key services provide during that particular trip (Firstchoice.co.uk,
2018). However, the services that will be provided by First Choice are expected to be intangible,
and this makes the consumers to consider twice before using it.
The company also faces issue in deciding the major tourism products, which should range from
the capital decided. Few of its services also consider the attractiveness of the destination, and a

friendly accommodation, which might be hard to manage (Itt.co.uk, 2018). Besides, price factor
for marketing mix also create variable issues for the firm, and this is where First Choice must
decide on their low prices to invite passengers from several fields and compete with the key
competitors (Gustafson, 2012). Thus, it is initiated that establishment must decide with the prices
by evaluating factors such as taxes, fare of the flights, kind of hotels, quality of food, etc.
However, the pricing strategy will also increase with the fuel prices. In case, if the fuel prices
rises, then First Choice has to increase their ticket prices that affects traveller numbers.
Along this, First Choice for defining its Summer Deals in Spain and Turkey also faces issues on
deciding the place to organise their trips, and distribute key channels (Grissemann and
Stokburger-Sauer, 2012). However, the decided place must be clean and safe such that it does
not affect the passenger’s health. Thus, the place also has to be natural and attractive such that
the people liable to enjoy their vacation. The places such as Spain that is rich in beaches and
clubbing while Turkey, which is famous for its attractive monuments and historic places will
surely attract customers.
P3.2. Service mix associated to travel sector
The service mix will comprise of place, promotion, product and the key people. These elements
play a desirable role in tourism and travel sector (Evans, Stonehouse and Campbell, 2012). The
products that is decided by First Choice for Spain and Turkey not only to feel experience for the
passengers buy these includes the entertainment, accommodation, facilities and location.
Besides, the value and quality of the major services will make people to prefer for the company,
even if helping to build a good brand image (Elbanna, 2009). Further, the places that are been
decided by First Choice i.e. Turkey and Spain are natural, beautiful and historical, and liked by
most people. Thus, these strategies are been made helps to increase sales number with delivering
services away from a location.
For sponsoring the tour, the firm uses certain dimensions such as Sales promotion, publicity,
WOM, advertising, and telemarketing (Dwyer, 2007). Hence, these methods will help to
influence society and people for joining the trip. Along this, this will also increase in occurrence

of visiting places with the key products, and increase the stay duration. Thus, employees of First
Choice are been well trained such that they can accomplish objectives and goals of the company.
P3.3. Concept of total tourism product to First choice
According to Buhalis and Foerste (2015), Total tourism is referred to as the tangible and
intangible products, which are based on key activities for a certain destination. It defines
activities of certain destinations that will create luxurious travel experience for individuals. Total
tourism is also divided into certain parts where it includes air transport, bookings and
accommodations (Chhabra, 2010). This also entails on the key services, which cannot be just
sold to market area when the service if offered by the tourist leaders. In perspective of First
Choice, the total tourism product shows that the firm own its fleet of the vehicles, which will
take customers to a variety of destinations. First Choice also has Omni-channel for its production
distribution, which includes third party agents, retail stores, websites and the call centres to
attract customer base (Dolnicar and Ring, 2014). Thus, as the product portfolio is so broad,
which fits all the segments that are been targeted with differing brands.
Task 4: (L04)
P4.1. Integrate nature and the function of Promotional mix
In case of the integrated nature of the Promotional mix, there are certain components that will
attract customers of First Choice for their Summer Deals in 2019. First is the Personal selling
that will be established within key customers to attract them on tour services of First Choice. In
order, advertising is another area where First Choice can increase awareness among the key
customers on specialities of the tour packages, destination places like Turkey and Spain and
other multiple cuisine foods (Bennett and Strydom, 2001). With the online promotion, First
Choice gains attraction of large number of customers, as this propagates through media channels
to boost demand and the presence of product (Firstchoice.co.uk, 2018). Further, the use of direct
marketing will also help First Choice to communicate directly with the target market that could
generate response and transactions. Hence, this will help to meet the ongoing marketing

objectives for creating awareness and brand loyalty. This will also develop sales for the
particular service or product.
P4.2. Integrated Promotional campaign of the First Choice Summer Deals 2019 Holidays
The emphasis of the integrated campaign fir First Choice will account mostly on the key target
audience. Since target audience are the visitors from varied time zones, they wish to visit Spain
and Turkey with good experience (Armstrong et al. 2014). In order, the marketing team also has
to gather online survey for potential visitors through company’s website or the online booking
channels. However, the perfect choice will be made by Facebook, Snap Chat, Twitter or
YouTube and through use of direct mails to the loyal customers. However, the use of digital
marketing can also embrace to reach other people, even if the media channels made for
promotion are different.
While designing meaning, some of the major areas that would be visited in summer 2019
Holiday event has to be reflected (Anuar et al. 2012). Even, these messages will be delivered
with a coherent and consistent manner. In order, the images should appeal to the customer’s eye
about on the key places they would visit in Spain and Turkey. Thus, a reference must be given to
the last experiences of visitors that have opted for First Choice (Firstchoice.co.uk, 2018). With a
good vision of the company, the market team of First Choice should coordinate in a way where
the project for the campaign has to be executed by following a proper timeline.

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