Travel and Tourism Marketing in the Travel and Tourism Sector

E 164 Andrei Stefan Anghel Travel and
Tourism Marketing in Travel and
Tourism Sector

Table of Contents
Introduction................................................................................................................................4
Task 1.........................................................................................................................................4
Discussing the core concepts of marketing and apply to your selected destination of London
(consider the selected destination as the product to be promoted) [P1.1]..................................4
Briefly, analyses the tourism-marketing environment of London and assess its impact on the
travel and tourism businesses and destination itself [P1.2]........................................................4
Discuss the factors affecting consumer motivation and demand for London as a tourist
destination, for both business and leisure travellers [P1.3]........................................................6
Analyzing the principles of market segmentation and discuss how you can use these in
destination marketing planning for London [P1.4]....................................................................6
Task 2.........................................................................................................................................7
Critically analyzing the importance of the strategic marketing planning for London as a
tourist destination and discuss the importance of marketing research in the planning process
(2.1)............................................................................................................................................7
Discussing the relevance of marketing research and market information to travel and tourism
sector managers at London Tourism [2.2]...............................................................................11
Assess the positive and negative influence of marketing on the society (2.3).........................11
Task 3.......................................................................................................................................12
Identify the elements of marketing mix and discuss the issues of designing and developing
the product, price and place elements for your chosen UK tour operator [P3.1].....................12
Using your chosen UK tour operator, asses and discus the importance of service sector mix
element (3.2)............................................................................................................................13
Apply and discuss the concept of the ‘total tourism product’ using your chosen company to
illustrate the various components that are integrated [P3.3]....................................................13
Task 4.......................................................................................................................................14
Assessing the integrated nature and role of the promotional mix in regards to the selected
operator....................................................................................................................................14

Plan and justify an integrated promotional campaign for your selected UK tour operator (4.2)
..................................................................................................................................................15
Conclusion................................................................................................................................15
Reference List..........................................................................................................................16

Introduction
Travel and tourism industry is one of the fastest emerging markets in UK owing to the
changing needs and demands of the target market. The hospitality sectors not only contribute
towards the economic growth of the nation, but also gaining supremacy in the competitive
market due to application of effective marketing strategies and techniques. The chosen
company for the particular assignment is Visit London.
Task 1
Discussing the core concepts of marketing and apply to your selected destination of
London (consider the selected destination as the product to be promoted) [P1.1].
The core marketing concepts are definite, relevant, clear and acceptable for understanding the
process of marketing (Luca, Hibbert and McDonald, 2016). Five core marketing process are
illustrated below:
Needs, Wants and Demands: need is a desire, which every people have. Sometimes visiting
London becomes a desire for person. London attracts sightseeing, events, theater, tours,
restaurants and hotels.
For this desire, people make their ability and try to visit London and when they can fulfil that
ability, it comes under demand.
Marketing offers: For visiting London we can give offers any (one of those) like Sightseeing
pass, Theatre tickets, Restaurant deal, Oyster card, Bus tour, Hotel Deal etc.
Value and Satisfaction: London is a place where if a person goes for visit definitely he/she
will be satisfied. There are good events, attractive places, full of shopping area, entertainment
and lot more to visit. There are so many good London Holiday apartments, which is very
much suitable for family people with kids.
Exchange, Transactions and Relationship: These three are required in our day-to-day life
and as well as it has consider when people visit London also. There are so many extra things
which makes London very special than other countries such as Royal wedding, Chelsea
Flower Show, Museums at Night etc.
Markets: Markets are the thing, which helps to know every offer about London which buyer
is providing the seller and fixing the deal.
Briefly, analyses the tourism-marketing environment of London and assess its impact
on the travel and tourism businesses and destination itself [P1.2].
The marketing environment takes into consideration macro and micro factors, which has a
direct influence on the business operation and choice of destination for London Tourism. The
influence of marketing environment is illustrated below.