Conceptualising Contemporary Medical Tourism

The provided content from the Global Tourism 2011 Springer Science & Business Media book includes a collection of academic articles and chapters that explore various aspects of tourism. The topics range from conceptualizing medical tourism, cultural commodification, and slow travel to product development, internet usage for travel, and tourism destination development. Additionally, there are studies on marketing strategies, consumer behavior, and the impact of weather and climate information on tourism. This comprehensive collection provides insights into the complexities of the tourism industry.

Marketing in travel and
tourism
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Table of Contents
Marketing in travel and tourism......................................................................................................1
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
1.1 Concept of marketing on travel and tourism sector...............................................................1
1.2 Impact of marketing environment on individual with reference to Thomas Cook Group....3
1.3 Factors affecting consumer motivation and demand.............................................................4
Task 2...............................................................................................................................................5
2.1 Importance of strategic marketing planning..........................................................................5
2.2 Relevance of marketing research and market information to managers in travel and tourism
sector............................................................................................................................................5
2.3 Influence of marketing on society.........................................................................................6
Task 3...............................................................................................................................................7
3.1 Key factors of different elements of marketing mix..............................................................7
3.2 Importance of service sector mix elements to travel and tourism sector...............................8
3.3 Concept of total tourism product to an individual tourism business.....................................8
Task 4...............................................................................................................................................9
4.1 Integrated nature and role of promotion mix.........................................................................9
4.2 Planning for the integrated promotion campaign................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing in present scenario tends to create awareness and promote their products and
services. In other words, it can be said that marketing is the activity that is associated with the
buying and selling of goods and services offered by the company. Thomas Cook is the British
tour operating company that arranges flights, sell foreign money and offer different types of
holiday packages. This company was started in 1841 by Thomas Cook and is one of the oldest
companies that are offering variety of travelling services to the visitors.
In this report, impact of marketing on travel and tourism industry is discussed. Along
with this, factors that are affecting the motivation power of the customers are also mentioned. In
this report, significance of strategic marketing planning for travel and tourism industry is
interpreted. In addition to this, relevance of marketing research and information to managers has
also been depicted. Moreover, importance of marketing mix on this sector is also interpreted.
Furthermore, nature and role of promotional mix is also discussed. At last, an integrated
promotional campaign has been prepared for Thomas Cook summer holidays 2016.
Task 1
1.1 Concept of marketing on travel and tourism sector
Core elements of marketing in travel and tourism are needs, which involves the basic
needs which are important for everyone and the top most need is the self actualisation which is
demanded by the Thomas cook has achieved this needs by maintain their unique status in the
market. Another need is want, which are countless as compare to needs. Other is desire, which
reflects the wants (Graham, 2008). In addition to this; customer satisfaction, Thomas Cook feel
satisfy to their customers by providing best services. Another is exchange process, this process
help Thomas Cook in extend their relationship marketing. Therefore, in order to move the
company towards the success company should make an attempt to satisfy its customer by
providing them what they want and desire. Along with this, Thomas Cook should make efforts to
develop and prepare various plans by keeping in mind the preferences of the clients (Cooke,
2000). This in turn will assist the Thomas Cook to attract more and more customers towards the
packages offered by them. So all the marketing concepts play an important role and through this
Thomas Cook has established their unique status in the market.

Need of the customer could be met at various places at an affordable rate. Hence, in order
to satisfy their need, Thomas Cook should identify and adopt various necessary ways to satisfy
them. In order to attract more and more clients, Thomas Cook should offer better value products
for its customers. Because now-a-days, large number of tourist industry have been developed.
Therefore, in order to protect the company from its competitors, Thomas Cook should make
efforts to offer a good value proposition and USP. In lieu of which, Thomas Cook can evaluate
its product’s portfolio with an aim to compare their products with that of its competitors. By
comparing products, Thomas Cook can identify drawbacks that are present in their products.
This in turn will assist the company to take necessary steps on time in order to overcome the
problem or drawbacks.
Another core concept of marketing in travel and tourism industry is exchange. This
concept says that both the parties should have something to exchange. According to this concept,
it is suggested that Thomas Cook should not target all kinds of customers at once through its
advertisement and promotional programs (Dickinson and Lampson, 2010). If company targets all
kinds of customers at once, then in that case they will not be able to attract specific category of
customers towards the products and services provided by them. This in turn will create a
negative impression in their mind about the services offered by Thomas Cook. Therefore, it is
suggested that Thomas Cook should apply all the core concepts of marketing in a proper way.
1.2 Impact of marketing environment on individual with reference to Thomas Cook Group
Micro environment is the environment that affects the working and decision making
power of the company. Factors that are present within the organisation/micro environment are
controllable by the management of the company (Graham, 2008).
Macro environment is the environmental condition that affects the company’s
operations and function from outside the organisation. These factors are present in whole
economy rather than a specific sector or segment.
Impacts of marketing environment on travel and tourism business present in UK are
stated as follows:
Micro environment Competitors: - They are the one who are providing high level of competition to the
Thomas Cook Company in terms of growth and revenue. Thomas Cook should try to
monitor the strategies of its competitors on a regular basis in order to bring them in a
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position to make changes in their strategies as and when required (Heung, Kucukusta and
Song, 2010). Thus, it can be said that they are one of the major factors that play an
important role in the success of the company.
 Suppliers: - They are those who create a link between the Thomas Cook and the general
public. Through agents, customers will be able to contract the company for the peculiar
destination tour. Therefore, Thomas Cook Company should try to create a healthy
relation with the agent in order to grow its business unit.
Macro environment
 Political environment: - This factor refers to the political parties and their ideologies in
respect to the business. Present government of UK is fully pledge towards the growth of
all the business units present in the country. It is therefore anticipated that tourism sector
will be able to grow at the rapid speed in UK.
 Economic environment: - It refers to the economic conditions that affect the nation in
terms of GDP and inflation rate. Travel and tourism sector is contributing almost 10% in
the GDP of the UK. Due to this, the country has started recovering from the recession.
Therefore, it is seen that economic environment will create the positive impact on the
growth of the UK.
 Social environment: - It includes the belief, customs, perception and attitude of the
customers that affects the purchasing decision of an individual (Keillor, 2007). These
factors changes from country to country and due to this reason only it is said that similar
business strategy cannot be adopted by all sectors. Therefore, it is seen that social
environment is favourable for tourism industry in UK.
 Legal environment: - It includes all the rules and regulations that are imposed by the
government of the specific nation (Hinch and Higham, 2011). Therefore, Thomas Cook
should try to follow all rules and regulations in a proper manner in order to clarify that no
regulatory body can impose any kind of penalty on the company.
1.3 Factors affecting consumer motivation and demand
There are different factors that affect the customer motivation and demand in travel and
tourism sector. To identify these factors, it is necessary that company should identify the factors
that oblige individuals to visit specific place. Some of the factors are aesthetic appearance of the
certain location, culture, heritage monuments, cost of visiting and many more (Hauglan and et.al,
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2011). Thus, these are some of the aspects that are motivating the customers to visit different
places in domestic and foreign countries.
Many people within the time period of one year have arrived from UK to India in order to
view the culture and nature of the country. In addition to this, tourist visit to view the historical
monuments like Taj Mahal. Therefore, it can be said that these are some of the factors that
affects the customer’s motivation to visit to different places. Economic condition of the country
affects the demand of travel and tourism sectors (Damonte, 2013). However, adverse situation
may affect the consumption of the people which in turn reduces the demand of tourism industry.
In contrast to this, high inflation rate increases the living standards of people. Thus, it can
conclude that economic condition of both domestic and foreign countries affects the demand of
the customers in travel and tourism industry.
Task 2
2.1 Importance of strategic marketing planning
Strategic marketing planning indicates the way in which company plan, create and
employ the effective market strategies. This planning takes several aspects of company
marketing and promotion into consideration. Various aspects that contribute to strategic
marketing planning involves identifying promotional and evaluating the marketing opportunities,
researching, analysing, identifying the target markets and implementing the best strategy
(McDonald and Wilson, 2011). It is not a one time action, but rather an ongoing process.
Effective marketing planning require company to conduct a great deal of research and help them
to identifying their target market. This company use their best marketing strategic planning to
exist in the competitive market. A complete process has been followed in order to conduct the
strategic marketing planning. Therefore, in order to understand the importance of strategic
marketing planning it is incumbent to interpret the marketing process. Marketing process is
divided into three steps. The first is used to divide the entire market into small sub sector by
following the concept of market segmentation (Buck, 2011). Once the entire market is divided
into sub section than all the market segments are prepared considering the marketing planning
profile. At last income, profitability and market share is identified.
Considering the entire three steps best market segment is selected by the firm in order to
grow business at a rapid speed. After all these market strategy is formulated based on market
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segmentation. Now here the importance of strategic marketing planning comes into existence.
Market segmentation provides valuable inputs in order to prepare strategic marketing planning.
Therefore, it can be said that without this concept manager of the Thomas Cook may prepare the
strategy in the wrong way and in lieu of which organisation can suffer a loss (Connell, 2013).
Because through market segmentation techniques manager of the Thomas Cook will be able to
identify the area where it need to be focus more. Henceforth at last it can be concluded that on
the basis of decent market segmentation stable strategic marketing plan can be prepared. This in
turn will assist the Thomas Cook Company to achieve their desired goals and objectives.
2.2 Relevance of marketing research and market information to managers in travel and tourism
sector
Market research is done by an organisation in order to take various necessary decisions.
There are different types of research that take place in an organisation. Some of them are Casual
research, Qualitative research, Quantitative research, Descriptive research and exploratory
research.
Currently all the strategic decisions in Thomas Cook are taken on the basis of market
research and market information. Manager conducts time to time market research regarding
various plans undertaken by the company, in order to remain in touch with the business
environment (Bornhorst, Ritchie and Sheehan, 2010). Through this research, manager is able to
know about the consumer behaviour regarding the holiday plan. But with an enactment of time
behaviour of the consumer changes. This in turn affects the decision of the manager. It is only
through market research that manager come to know about the buying behaviour of the
customers. Therefore, it can be interpreted that market research is applicable to the managers in
travel and tourism sector (Blankson and Kalafatis, 2007). In this process, market information
related to holiday plan is collected by the managers of the enterprise in accordance with the
informational needs on a regular basis. The data collected by marketing research is used by the
company in order to plan for development of the activities in context of the summer 2016 plan
as well as future development activities (Jayawardena, 2013). On the basis regular research
Thomas cook is enabled to receive various kind of information such as number of customers who
are interested in this package which further assists them to enhance or update the plan on a
regular basis. It is important to highlight that Marketing information system has proved to be one
of the most important tool for the mangers and the owners of the company. It has assisted them
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to make critical decision about development of the plan (Garín-Muñozand Pérez-Amaral, 2011).
Thus, it can be said that on the basis of market information manager of the Thomas Cook will be
able to know about the latest trends in the market and competitor move. At last it is said that on
the basis of all market information collected manager prepare various business strategy.
2.3 Influence of marketing on society
Marketing conducted by the company influence the society in variety of ways. People
standard of living, thinking, life style changes due to the advertisement of the product. People see
lots of things like fashion and so on through advertisement. People look at these things on
advertisement and get impressed from the same and in lieu of which they bring change in their
lifestyles (Brooksbank, 2001). Galore of time advertisement of the product symbolize its status.
People in order to build up their status catch this thing and then start using it. Through the
marketing, it helps customers to receive the information regarding the holiday plan. Consumer
should always about the major changes which are made in the company regarding the summer
holiday plan.(Kolar and Zabkar, 2010). Marketing plays an important role in the organization to
advertise and enhance the various plans in a very effective manner. It is one of the effective tool
which changes the perception of the customer in accordance with the particular plan. Therefore,
it can be said that marketing of a product highly influence the society.
But many a time marketing also create a wrong impression in the mind of the customer.
Because many a time immaterial things are shown in advertisement which creates a bad
impression in the mind of the children, many a time it hurt the mind of the people. Thus, it can
be said that marketing create a lot of impact on the society. Many a times in advertisement a high
lifestyle is shown which people tries to copy, even if they does not have enough money to do so.
This in turn creates the condition of extravagance. Thus, in this way marketing of a product
affects the society in the wrong way. But it does not mean that marketing is not good. Marketing
has both negative and positive impact on the society.
Through marketing people are able to know about the new products that have come in the
market and can bring change in its lifestyle (Garín-Muñozand Pérez-Amaral, 2011). By
adopting such changes people will be able to bring positive changes in their lifestyle. Therefore,
it can be said that it depends on the people that they take marketing in a positive way or negative
way.
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Task 3
3.1 Key factors of different elements of marketing mix
Travel and tourism industry is flourishing at a rapid speed with an aim to serve people to
stay outside their home town for the holiday purpose. There is variety of key issues that are
related with the different elements of the marketing mix. In order to carry out the marketing it is
very important to deal with the concern issues. There are normally four types of elements of
marketing through which issues of tourism industry are related. These elements are discussed
below:-
1. Product: - It refers to the product of the company that are already present in the market.
In this size and features of the product are described in detail. This is one major element
of marketing mix that differentiate actual want of the customers with that of the actual
offering offered by the Thomas Cook (Freytag and Munksgaard, 2011). Company
should provide the proper knowledge to the customers about the features of the product
so that they can take correct purchasing decision.
2. Price: - It refers to the price of the products that is offered by the company. This element
also indicates the pricing strategies that are followed by the company in order to sell its
products. This element is essential because it precise the charge that are made by the
Thomas Cook over the products that are offered by him. In travel and tourism industry
this element ascertains the supply and demand of the customer in context to the
purchase made by them.
3. Place: - It refers to the location where company is selling its products. This element also
meditate the distribution model that is followed by the company in order to sale its
products. One of the major issues that are faced by travel and tourism industry is of
convenience to access the product. Many a times the distribution channel fails to
verbalise the appropriate information to the customer.
4. Promotion: - It is another element of marketing mix. This element is related with the
designing and techniques that are used by the company in order to promote its products
and services among the customer (Jayawardena, 2013). This element is considered as
one of the important element because it encourages higher profit and sales within the
business organisation. Thomas Cook in order to promote its products can use the social
media and traditional channels.
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3.2 Importance of service sector mix elements to travel and tourism sector
The service sector consists of various elements of travel and tourism sector. The
marketing of the services have interconnected relation with the various elements that are
available in the tourism sector.
1. People: - this is one of the most important elements for the tourism sector because people
are most importance element that is majorly focused. It is very necessary for the Thomas
Cook to assess the wants and needs of the people in order to determine the various
aspects that are related to tourism sector. Customers are highly associated with the
different roles in tourism sector and possess different skills and knowledge in order to
take various decisions related to the services that are offered by Thomas Cook.
2. Physical evidence: - in travel and tourism industry products that are offered to the
customers in form of packages are intangible in nature. It is necessary to evaluate all the
information in a proper way because the customer comprehends the image in their mind
before going to the destination (McDonald and Wilson, 2011). For example- Thomas
Cook assure that the packages offered by them to the customers consists of significant
factors which are ambiance, location and surroundings. Thus, this element is important
because it assist the Thomas Cook to meet up with the customer perception regarding the
destination.
3. Process: - Formation of strategies in travel and tourism sector plays a beneficial role in
making offering simple so that customers can easily convinced by them. These strategies
are equipped with the help of decent process which includes effective planning,
procedure and the best quality of reviews (Kolar and Zabkar, 2010). This in turn provides
value based feedback to the customers in order to make necessary decisions that are
important for the business to flourish.
4. Product:- In travel and tourism company products that are offered to the customers is
intangible in nature. The package of holiday it is the product of Thomas cook which is
intangible in nature but provides best services to the customers.
5. Promotion:- It is the critical factor in the travel and tourism sectors. Competition in this
sector is very complicated so just because of this reason Thomas Cook promote their plan
in unique manner so it feels satisfied the customers needs and wants.
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6. Pricing:- in case of services is rather more difficult than in case of products. All
companies charges for the different service they provide to the customers and all other
factors should also take into consideration, Thomas cook is the different from others and
it does not charge from the customers for any other extra services provides by them. This
is one of the unique features of the company.
7. Place:- it is most important point which is to be taken into consideration. After analysing
overall research plan, Thomas cook has established a holiday plan to Morocco and Egypt
which is favourite destination place of customer’s. Various types of benefits provide to
the customers by the company if they choose this destination. Strong strategies has
developed by the organization regarding the holiday plan.
3.3 Concept of total tourism product to an individual tourism business
Travel and tourism industrial sector is flourishing at a rapid speed and due to which many
individual are adopting the travel and tourism business. These in industries provide combination
of variety of products that are offered by the company to the customers. Packages offered by the
Thomas Cook comprises of various destination which provides a good experience to the
customers (Marshment, 2009). The concept of travel and tourism products is the group which
consist of the respective components and elements that fulfil the satisfaction level of the clients
as per the requirements.
For example- the summer holiday package 2016 to Morocco and Egypt which is offered
by Thomas Cook is the combination of variety of components that are offered to the customers in
order to attract and acquiring the best experience to visit various places.
Therefore, the tourism product offered to the customers by Thomas Cook reflects the
experience of the customers with generous amount of significance that is added in the terms of
luxury and status (Mehmetoglu, 2004). This in turn helps the customer to purchase the
anticipation in the form of significance that is associated with the offering made by the company.
Task 4
4.1 Integrated nature and role of promotion mix
Integrated promotional mix of Thomas Cook refers to the framework prepared by the
company targeting specific segment of people. It is understood by the company that the needs
may vary with the variance in the taste and preferences of the customers and hence it has been
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considered imperative to prepare a distinct marketing mix for a distinct set of people
(Mehmetoglu, 2004). The focus on its own marketing mix is the consequence, and a large
emphasis has been placed on products, prices, place, etc. for varied nature. In accordance to the
concept of integrated marketing, each of the component is highly dynamic in nature.
Another important trend to be highlighted in that if any of the variable is required to be
changed then in such a event frequent changes are required in then other variables as well.
Therefore, in respect to a variation in product of a target segment, a major variation may be
observed in the price, place or promotion. A proportional relation is seen to be existing between
the components as change in one leads to a variation in the other component as well (Scott and
Lemieux, 2010). Therefore, relying on the above stated relation, it can be concluded that
integrated promotion mix has enabled the company to attain a competitive edge over others in
the market.
4.2 Planning for the integrated promotion campaign
Thomas cook directly focuses on the development of integrated marketing mix by
segmenting its key market on the basis of income along with age. For example if company
focuses on development of specific marketing mix by targeting young customers who have high
disposable income then its key attributes are as follows:
Product: Organization offers luxurious facilities at seven star hotels and main stress is on
planning different type of packages for young people. This can be easily promoted with the help
of social media tools where large number of customers have access and they can easily gain
information (Britain tourism strategy, 2013).
Price: Thomas cook can adopt competitive pricing strategy and this can influence target market
to purchase services of the enterprise on continuous basis.
Place: Online portals along with other sources can be undertaken by Thomas cook for offering
range of services and this in turn can act as development tool for the business in every possible
manner
Promotion: For effective promotion social media and publicity with the help of website is
possible through which Thomas cook can build stronger contact with its target market. In short,
it can allow business in gaining competitive advantage where large number of customers can be
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grabbed easily. The effective promotional mix with the help of social media tools such as on
facebook, twitter etc. can bring remarkable results and in turn organization can easily sell its
large number of packages in the competitive market which can become one of the growth reason
of company in the market (Terpstra, 2000).
CONCLUSION
On the basis of above discussion it is concluded that marketing activities like product
advertisement plays an important role in the growth of the companies operating in the tourist
industry. With the excellent and differentiated marketing strategies companies can increase their
revenue and business size. Companies operating in this industry can achieve their objectives by
preparing good marketing mix and in it specially promotion mix. By making effective marketing
mix firm will be able to increase its customer base rapidly. Hence, it can be said that firms needs
to do lots of hard work in order to grow in this industry.
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