Travel and Tourism Marketing: A Comprehensive Guide for First Choice

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.

TRAVEL AND TOURISM MARKETING IN TRAVEL AND TOURISM SECTOR
1

Table of content
Task 1...............................................................................................................................................4
P1.1 Discuss the core concepts of marketing for the travel and tourism sector..............................4
P1.2 Assess the impact of the marketing environment on individual travel and tourism businesses
such as First Choice and tourist destinations with reference to Turkey and Spain.........................6
P1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism
sector..............................................................................................................................................10
P1.4 Analyze the principles of market segmentation and its uses in marketing planning at First
Choice............................................................................................................................................11
Task 2.............................................................................................................................................12
P2.1- Analyze the importance of strategic marketing planning for a selected travel and tourism
business (First Choice) or tourist destination (either Turkey or Spain).........................................12
P2.2- Discuss the relevance of marketing research and market information to managers in the
travel and tourism sector with reference to First Choice...............................................................15
P2.3 – Assess the influence of marketing on society.....................................................................16
Task 3.............................................................................................................................................17
P3.1 Discuss issues in the product, price and place elements of the marketing mix with reference
to First Choice Summer Deals 2019 to Spain and Turkey............................................................17
P3.2 Assess the importance of service sector mix elements to the travel sector...........................19
P3.3 Apply the concept of the total tourism product to an individual tourism business such as
First Choice....................................................................................................................................19
Task 4.............................................................................................................................................21
P4.1 Assess the integrated nature and role of the promotional mix..............................................21
P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals 2019
holidays. (Refer to appendix)........................................................................................................22
Conclusion.....................................................................................................................................23
Reference list.................................................................................................................................24
Appendix .......................................................................................................................................27
2

Introduction
Travel and tourism sector has become one of the largest global industries offering millions of job
opportunities as well as helping to donating substantially to national GDP growth around the
world. It has resulted in regions and countries actively by promoting tourism activities and
competing for preferable destination status. In spite of the ever-developing and unpredictable
attacks of terrorism and political indecisiveness, to natural calamities, the hospitality industry
continued to exhibit its flexibility in 2016, contributing direct to the GDP development of 3.1%
along with supporting over 6 million job opportunities in the industry. This study will be
exploring concepts of marketing and its connectivity with the travel and tourism sector by
unfolding influence on customer behaviours, role of promotional mix, strategic marketing
planning and service sector mix operations as the integral responsibility of the marketing
manager of First Choice.
3

Task 1
P1.1 Discuss the core concepts of marketing for the travel and tourism sector
Marketing process is all about the making effective strategy that organizations can implement to
convince consumers’ needs, develop sales, maximize profit level and stand the market
competition. There are five marketing concepts and philosophies that each organization in travel
and tourism can adopt and execute.
Needs, wants and demands of customers
The marketing team in a travel and tourism industry needs to analyze and understand needs,
wants and demands of their customers. Customer needs, wants and demands are three different
things and influence on the core operations of an organization in different ways. Customers’
desires some special services from the travel and tourism organizations, which can be considered
as the wants of them (Horner and Swarbrooke, 2016). Needs can be understood by the basic
requirements of a traveller while visiting to places such as safety needs, need for
accommodation. Demands of customers are considered as the combination wants and purchasing
process. Developing an understanding of the customers’ types in Turkey and Spain is a must for
the marketing manager to continue profitable business operations.
Product concept
Products could be anything offered to the market for acquisition, attention and use of customers
by mitigating their needs and satisfaction level. Travel and tourism products should be designed
as per the trends and demands available in the market (Xiang et al., 2015). According to the
markets demands of Turkey and Spain, Frist Choice needs to market tour packages, mass tourism
and package holiday.
Identification of value, satisfaction and quality
Value, satisfaction and quality management are connected to the customers’ value, satisfaction
and product quality management process. Marketing manager of Frist Choice needs to
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understand and evaluate the expectation and perception level of their target customers in Turkey
and Spain.
Exchange, transactions and relationships management
Exchange rates and transaction related rules are necessary for the travel and tourism
organizations to do a global business peacefully. First Choice needs to develop understanding of
the UK exchange, transaction rules and policies as well as its influence on tourism operations of
Turkey and Spain. There are three types relationship management operations that travel and
tourism organization needs to maintain such as customer relationship, employee relationship
management and stakeholder relationship management process (Theaker, 2017).
Analysis of the target market
Market analysis is another important concept in marketing process that helps organizations from
several sectors to forecast challenges and demands in target market. Market analysis is helpful
for travel and tourism organizations to develop initial business plan according to the current
organizational position and market position.
Figure 1: Core concepts of marketing
(Source: Kotler, 2015)
Societal marketing concept
The societal marketing concept refers to the responsibility of travel and tourism industry and
organizations to maintain corporate social responsibilities and provide benefits to the society of
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target countries (Fiore et al., 2016). In this case, Frist Choice needs to plan for their corporate
social responsibilities that they will be implementing while doing business in Turkey and Spain.
Figure 2: Basic marketing concept
(Source: Fiore et al., 2016)
P1.2 Assess the impact of the marketing environment on individual travel and tourism
businesses such as First Choice and tourist destinations with reference to Turkey and Spain
Assessing influence of marketing environment on Frist Choice and travel destinations such as
Spain and Turkey includes PESTLE analysis and Micro environmental analysis. Detail analysis
of these factors is listed below.
Micro environment analysis and its impacts
Suppliers: Suppliers for the travel and tourism organizations are those who provide various
resources to make services and products. For Frist Choice identification of suppliers in the new
tourist destinations are important for they can impact on the tour packages intend to provide to
the customers. Analysis of the market competition in Turkey and Spain needs to be done by the
marketing manager of Frist Choice to understand supplier chain process and power of suppliers
in these markets.
Intermediaries: Intermediaries are those who help travel and tourism organizations to sell,
advertise and distribute services to the end users (Camilleri, 2018). Various intermediaries in
travel and tourism industry are agents, tour operators and hotel accommodations. Frist Choice
needs to evaluate current status of intermediaries in Turkey and Spain and formulate strategies to
develop relationship with them. Intermediaries have the power to influence on the supply chain
process of a tourism organization.
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Customers: Consumers are considered as one of the main considering factor in case of
developing market in different developing tourist destinations (Camilleri, 2018). Customers’
preferences, choices and purchasing habits need to be examined by Frist Choice marketing team
in order to successfully established and sell their services in Turkey and Spain.
Figure 3: Micro environment analysis
(Source: Camilleri, 2018)
Macro environment analysis and its impacts
Macro elements Turkey Spain Impact on Frist Choice
Political In Turkey trading and
investment policies are
quite liberal (Petri,
2018). However recent
EU membership could
be an important
political factor that
Frist Chice needs to
consider
Spain is a country
where freedom of
business act and
fundamental law on
freedom of business
are effective enough
for an overseas
company to do
business peacefully
(Wilson and Wilson,
2017)
Frist choice needs to
consider both the
governmental policies
implemented and
formatted to develop
their business according
to all legal terms
Economic The financial structure
in this country is well
Current inflation rate
in this country has
Though the financial
structure and condition in
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supported by the
government initiatives
and the travel and
tourism industry is
effective in
contributing to the
national GDP
(Sharpley and Telfer,
2015)
been developed to
around 2.44% which
is a bit negative for
new business
developers such as
Frist Choice
Turkey is stable for Spain
Frist Choice needs to
develop a financial plan
and forecast financial
loss before direct invent
in the travel and tourism
sector of Spain
Social Current terrorist
attacks, high
unemployment rates
and lack of education
are the major social
problems in this
country
“Free trading
possibilities and
mostly relatively well-
built, and steady
property rights” are
unfolding good social
standard of this
country (Ali and
Krammer, 2016)
Frist Choice needs to
took measures for
customers who will be
visiting to Turkey due to
development in terrorist
attack. This factor can
affect on the profitability
of Frist choice badly
Technological This country has been
slow in adopting
technological
development though
government has taken
steps to change this
situation
Biotechnology,
effective use of
renewable energies in
daily life as well as
business purposes are
projecting the fact that
this country is
progressive in case of
technological
development
As per the description
both the countries are
taking initiatives for
technological changes in
their countries so Frist
Choice need to give
stress on online
marketing process while
doing business in these
countries
Legal The judicial system is
effective in
maintaining all law
Legal compliances in
this country are high.
All legal formalities
Frist Choice will get
positive legal
environment in these two
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and orders (Petri,
2018). Recently
government has reduce
rate of corporate tax
with the target of
developing FDI in
Turkey
along with trademark
related formalities
need to be registered
to “Sovereign
Companies
Registration Office”
(Joppe and Sproǵe,
2016)
countries as trading and
FDE related rules are
quite flexible
Environmental This country has been
one of the leaders of
environmental law and
biodiversity protection
In Spain
environmental laws
and regulations along
with regulations in
Disposal of wastes are
pretty strong.
Need to give stress on
the waste management,
maintenance of
biodiversity and
corporate social
responsibility policies
while doing business in
these two countries.
Table 1: PESTLE Analysis
(Source: Created by the Learner)
Figure 4: Macro environmental factors
(Source: Jackson et al., 2015 )
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P1.3 Discuss the factors affecting consumer motivation and demand in the travel and
tourism sector
Various factors influencing customer motivation and demands in hospitality industry are listed
below.
Influence of Determinants
There are two basic types of determinants that impacts on the consumer motivation and
demands of customers in travel and tourism sector. These determinants are economic
determinants and social-psychological determinants. Disposable income, travel preferences,
marketing process, cost of living and others influence on customers’ choices (Moutinho et al.,
2018).
Factors impact on consumer motivation
There are two factors such as personal influences and situational and social influences that
directly impacts on consumer motivation level. For example, age and disability of customers
influence on the selection of travel sites and tour groups where safety and security level is high.
On the other hand, social class and income level involved in the situational and social influences
of customers impact on the decision-making process of customers (Moutinho et al., 2018). For
example, customers who belong to the high classes and whose per capita income level is high
decide on visiting far places as compared to the medium class people who generally select to
visit near places in low cost.
Figure 6: Situational and social influences
(Source: Moutinho et al., 2018)
Factors influence consumer buying behaviours
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There are several factors that influence a customer before he or she decides on a particular tourist
package. These factors are cultural, social, individual and psychological. For example,
suggestions from the family members and friends are major deciding factors of a consumer while
searching for tourist spots. As mentioned in the prior discussion, occupation, financial
circumstances and lifestyle impacts on the frequency of consumers to visit different tourist
destinations.
Figure 7: Factors impacting on the consumer behaviours
(Source: Moutinho et al., 2018)
P1.4 Analyze the principles of market segmentation and its uses in marketing planning at
First Choice.
Marketing segmentation is decided upon organizational aims and objectives of the company,
based on which the corresponding marketing strategy is formulated. These four types of segment
marketing are undifferentiated segmenting, concentrated marketing, differentiated marketing and
customised marketing (Baker, 2014). According to the current objective of First Choice, it has
selected the customised marketing process. This type of marketing process gives preference to
customers’ choices and needs by providing them personalized marketing choices. On the other
hand, according to the objectives of this company, it has selected demographic segmentation
process to target customers in Spain and Turkey.
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Task 2
P2.1- Analyze the importance of strategic marketing planning for a selected travel and
tourism business (First Choice) or tourist destination (either Turkey or Spain).
Strategic Planning can be defined as the process of maintaining and developing the strategic fit
between the goals of the organization, capabilities and it’s changing the marketing opportunities.
With the help of strategic planning, First choice will be able to take advantage over its
competitors. Given below is the strategic marketing planning process for the doing the business
in Spain.
1. Mission
The mission of First Choice is to become the market leader in the travel and tourism in the
United Kingdom.
2. Corporate objectives
 To build strong momentum in the travel and tourism sector
 To provide products and services as per the demand of the customers
 To increase the market share by 15 % in Spain
 To increase the revenue by 20%
3. Marketing Audit
Based on the marketing audit, there is high bargaining power of buyers and the organization
needs to provide better services at affordable prices. The organization needs to find good
suppliers that can provide better products and services. Additionally, there is high competition in
Spain, so it is essential for the First Choice to develop and implement effective marketing
strategies that will help the organization to gain the competitive advantage over its competitors.
The company also needs to ensure that they are providing better products and services as
compared to its competitors.
4. SWOT Analysis
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 Strength: Since, First Choice is a part of TUI group, it has the brand value. It has strong
leadership position for the long haul holiday.
 Weakness: Intense competition in the travel and tourism sector, which indicates limited
brand loyalty in the market.
 Opportunity: In order to increase the customers’ base, First Choice can develop mobile
application to provide service to the customers.
 Threat: The main threats for First Choice is from its competitors such as Thomas Cook,
Virgin Holidays, DirectLine Holidays and others. High inflation rate and exchange rate
can affect the business of the organization.
5. Marketing Assumptions
One of the main marketing assumptions is that the customers having less knowledge of the
organization will make use of the products and services of the First Choice. The organization
will invest much of its funds in the promotion and advertising.
6. Marketing objectives and strategies
 To attract more number of customers by targeting new customers
 To enhance customer relationship
 To launch new products and services in Spain
In order to attract more number of customers, First Choice needs to promote and advertise its
products and services through online media such as Social media platforms. This will help the
organization to reach more customers in quick time. With this, the organization will be able to
create more awareness as well as maintaining customer relationship. First choice will gather
feedback from the customers to enhance its customers. In order to retain its customers, the
organization will provide best offers and discounts as compared to its competitors. The company
will make implement market development strategy, where the First Choice will use existing
products in the new market.
Market mix 7ps
 Products: First choice holiday packages to its customers. The organization provides
accommodation, transportation, fooding and others.
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 Price: The Company will provide the products and services at affordable prices. In order
to conduct business in Spain, First Choice will make use of competitive pricing strategy.
 Place: First Choice has office in different location nationally and internationally. The
organization also provides its services through its website.
 Promotion: The Company makes both the online and offline media such as social media,
television, newspaper, template and others. This will help the organization to create
awareness.
 People: First Choice has skilled employees that are able to provide better services to its
customers. With the help of the effective employees, the organization will be able to
gather feedback from the customers, which will help in enhancing the services.
 Physical evidence: The Company has many stores that can act as the physical evidence.
Additionally, on availing services, the company also provides billing receipts to its
customers.
 Process: The Company provides services through its website. Customer can also visit
stores of First Choice to select required packages.
7. Forecast of the expected result
First Choice will be able to increase the base of loyal customers by providing more discounts and
offers to its existing customers. With the help of effective marketing, the organization will be
able to attract more customers and by reviewing the feedback of the customers, First choice will
be able to enhance the customers’ services. This will help in increasing the market share of the
organization.
8. Create alternate plans
As alternate plans, the company can promote and advertise through offline media such as
magazines, newspaper, television and others. Additionally, the company should provide more
discounts and offers in lean season.
9. Marketing Budget
Particulars Amount
Direct expenses of marketing activities £ 35,000.00
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Social media £ 16,000.00
Television, newspaper, magazines £ 12,000.00
Other overhead expenses £ 17,000.00
Market research £ 5,000.00
Marketing employees £ 8,000.00
Marketing training £ 4,000.00
Total £ 97,000.00
Table 1: Marketing Budget
(Source: Created by learner)
10. Detailed Action Plan
Actions Start Date End Date Duration
Mission 05/10/2018 07/10/2018 2
Corporate objectives 07/10/2018 08/10/2018 1
Marketing Audit 08/10/2018 11/10/2018 3
Selection of location (Spain) 11/10/2018 16/10/2018 5
SWOT analysis 16/10/2018 21/10/2018 5
Marketing Assumptions 21/10/2018 26/10/2018 5
Marketing objectives and strategies 26/10/2018 01/11/2018 6
Forecast of the expected result 01/11/2018 09/11/2018 8
Alternate plans 09/11/2018 16/11/2018 7
Marketing Budget 16/11/2018 26/11/2018 10
Table 2: Marketing budget
(Source: Created by learner)
P2.2- Discuss the relevance of marketing research and market information to managers in
the travel and tourism sector with reference to First Choice.
In order to increase the base of customers, First Choice needs to conduct effective marketing
campaign. To conduct effective marketing campaign, the organization needs to conduct market
research. It is important for the organization to follow effective marketing research process
15

such as identifying the process, developing research plan, conducting research, analyzing the
findings and taking effective action for increasing the profitability. Marketing research will help
the organization to create awareness about the products and services that are offered to the
company (Babin and Zikmund, 2015). With the help of the marketing research, the organization
will be analyzing the demand of the customers’. The organization will be able to increase the
market demand, if it is able to provide products and services as per the market demand.
Marketing research will also help in identifying and analyzing the market trends. If the company
is able to meet the market trends, the company will be able to increase its market share.
It is essential for the management of the organization to make effective decision in the process of
marketing campaign. In this case, First Choice should make use of market information systems,
which is designed for supporting the marketing decision-making (Qrunfleh and Tarafdar, 2014).
It also helps in organize the data collected to identify the taste and preference of the customers.
On the other hand, marketing research will help in forecasting the demand of the customers.
Forecasting the demand will help the organization to satisfy the needs of the customers.
P2.3 – Assess the influence of marketing on society
Marketing not only essential for the organization but it also has the major impact on the society.
With the help of the marketing, the company will be able to create awareness of the products and
services. It also helps in increasing the brand loyalty of the company. With the help of the
marketing, the company will be able to provide information about the products and services. On
the other hand, with the help of marketing, the company will be able to create social awareness
to the people (Jaiswal and Gupta, 2015). The company will also be able to provide information
regarding the social responsibility. With the help of marketing, the company will be able to bring
change in the society. Additionally, it is important for the company to conduct ethical
consideration. This will enable the company to keep an interest of the customers in the products
and services.
16

Task 3
P3.1 Discuss issues in the product, price
and place elements of the marketing mix
with reference to First Choice Summer
Deals 2019 to Spain and Turkey
Marketing Mix is considered as one of the
most tools for the management of the
organization. With the help of the marketing
mix, the company will be able to pursue its
objectives. It is important for the company
to provide better services at affordable
prices. It becomes for the company to set
appropriate prices on its products and
services. One of the main issues is that
different customers have different
perception regarding the price of the
package provided by the First Choice. The
issues of the company also lie in selecting
effective promotional strategy. Given below
is the marketing mix of First Choice.
 Product: The Company provides
many products that can satisfy the
demand of the customers. The
organization provides various
holiday types such as package,
family groups, all inclusive and
others (Guttentag, 2015).
Additionally, the organization also
provides transportation facility to its
customers.
 Price: In order to attract more
number of customers, the
organization provides better quality
products and services to its
customers. First Choice implements
competitive pricing strategy, which
will help the organization to gain
competitive advantage over its
competitors. In Spain and Turkey,
the company also provides offers and
discounts in the lean season, which
helps in attracting new customers
and retaining existing customers.
 Place: In Spain and Turkey, First
choice has many locations of the
countries. The company has also
developed its services through which
customers can get information about
its products and services (Huang and
Sarigöllü, 2014). The customers can
also book the packages from the
website of the organization.
 Promotion: Promotion and
advertising helps in providing
information about the products and
services offered by the organization.
17

First Choice promotes its products
and services through online and
offline media such as television,
templates television, social media
and others (Tomczak et al., 2018).
This also helps in creating awareness
about the products and services.
18

Figure 8: marketing mix
(Source: Khan, 2014)
P3.2 Assess the importance of service
sector mix elements to the travel sector
 People: First Choice has skilled
employees in both the countries such
as Spain and Turkey. With the help
effective employees, the organization
will be able to provide better services
to its customers (Liu et al., 2017).
Effective employees will also help in
gathering feedback from the
customers, which helps in enhancing
the services of the organization. Physical evidence: In Spain and
Turkey, First Choice has many
stores, which acts as the physical
evidence for the company. In the
case of physical evidence, the
company has also has its website
through which customers can book
package of their choice. While
paying for the package, the company
also provides billing receipt, which
acts as the evidence for the
customers (Luo et al., 2015).
 Process: First Choice has
collaborated with different travel
agents in both countries namely
Spain and Turkey. In order to attain
the services, customers can contact
travel agents. Customers can also
visit the Company’s website to book
the packages. Additionally, there are
many stores of the company from
which customers can avail the
services of the company.
P3.3 Apply the concept of the total
tourism product to an individual tourism
business such as First Choice
Total tourism product can be described as
the group of components that are brought
together to satisfy the needs of the
customers. In order to attract more number
of customers, it is important for the
company to provide all the products in one
complete package. In order to develop total
tourism products, the company needs to
conduct the marketing research (Andereck,
19

2016). This will identify the taste and
preference of the customers and at the same
time, the company will also be able to
forecast the demand of the customers. In the
process of providing tourism products, the
company needs to analyze the market trends.
With the help of this, the company will be
able to provide the tourism products that
will help in satisfying the needs of the
customers. In order to develop effective
tourism products, the company should
include some products such as
accommodation, transportation, food and
beverages (Giaoutzi, 2017). The company
should also ensure that it is providing better
quality products and services at affordable
prices.
20

Task 4
P4.1 Assess the integrated nature and role of the promotional mix
The integrated nature and role of promotional mix in this context has been described below.
Role and influence of promotional mix
A proper promotional mix planning includes several steps such as identification of the target
market, determining all the possible communicating objectives, designing the communicative
messages, deciding communication channels, selecting sources and evaluating results. Apart
from this, promotion mix elements have individual impacts on the organizational marketing
efficiency. Individual impacts are listed below.
 Through advertising First Choice could target customers in Spain and Turkey more
effectively and online advertisement can help organization to grab more attention of their
target customers (Masa’deh et al., 2018).
 Sales promotion will help First Choice to increase customer demands for their services.
Through media and non-media marketing processes, this company can market about their
sales for a pre-determined and limited period of time.
 Marinating effective public relations will help to develop consumer relationship in future.
 Personal selling process and direct marketing with customers can help to build more
flexible communication with the consumers by face-to-face contact and word of mouth
selling of services will help to increase brand awareness in target markets.
21

Figure 9: Promotional mix elements
(Source: Masa’deh et al., 2018)
P4.2 Plan and justify an integrated promotional campaign for First Choice Summer Deals
2019 holidays. (Refer to appendix)
Strategies for an integrated promotional campaign for First Choice Summer Deals 2019 holidays
in Spain and Turkey are detailed below.
Advertisement strategies: For future summer deals 2019 holidays in Spain and Turkey, First
Choice has decided to advertise their services and tour packages through online and social media
platforms.
Sales promotional strategy: For their summer campaign, First Choice will choose push sale
strategy.
Public relation development strategy: For developing public relation, First Choice will do gap
analysis of customer needs and wants in Spain and Turkey. Hence they will develop related
strategies.
Personal selling strategy: For personal selling strategies, this company will select face-to-face
communication through suppliers and agents in Spain and Turkey.
Direct marketing strategy: For direct marketing strategies, this company will select face-to-face
communication through suppliers and agents in Spain and Turkey.
22

Conclusion
From the above analysis and discussion related to the travel and tourism sector and current trends
associated to consumer behaviors, it has been understood that for establishing and developing
operational activities, tourism organizations need to do an extensive market research as well as
analyze its organizational competencies for future scope. Various instances of travel and tourism
challenges and opportunities have been drawn in the context of current organizational objective
of First Choice to develop their operations in Spain and Turkey. All the identified factors are
effective in developing an understating regarding the current needs and market of travel and
tourism industry all over the world.
23

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Appendix
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Advertisement strategies: For future
summer deals 2019 holidays in Spain and
Turkey, First Choice has decided to
advertise their services and tour packages
through online and social media platforms.
Sales promotional strategy: For their
summer campaign, First Choice will choose
push sale strategy.
Public relation development strategy: For
developing public relation, First Choice
will do gap analysis of customer needs and
wants in Spain and Turkey. Hence they will
develop related strategies.
Personal selling strategy: For personal selling strategies, this company
will select face-to-face communication through suppliers and agents in
Spain and Turkey.
Direct marketing strategy: For direct marketing strategies, this company
will select face-to-face communication through suppliers and agents in
Spain and Turkey.
Integrated promotional campaign for First Choice Summer Deals 2019
holidays

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