This comprehensive guide delves into the core concepts of travel and tourism marketing, analyzing the impact of the marketing environment on businesses like First Choice and tourist destinations like Turkey and Spain. It explores consumer motivation and demand, market segmentation, strategic marketing planning, and the role of the promotional mix. The guide also provides a detailed analysis of the marketing mix elements and applies the concept of the total tourism product to First Choice. Finally, it outlines an integrated promotional campaign for First Choice Summer Deals 2019 holidays.