BTEC HND: Marketing in Travel & Tourism - Strategic Applications

This report provides a comprehensive analysis of marketing within the travel and tourism sector. It begins by outlining core marketing concepts and their application to the industry, examining the impact of the marketing environment on travel businesses and destinations, and exploring factors affecting consumer motivation and demand. The report then delves into the principles of market segmentation and its role in marketing planning, emphasizing the importance of strategic marketing planning for travel businesses and tourist destinations. Furthermore, it discusses the relevance of marketing research and market information, the influence of marketing on society, and issues related to the product, price, and place elements of the marketing mix. The importance of the service sector mix elements and the concept of the total tourism product are also highlighted. Finally, the report examines the integrated nature and role of the promotional mix, providing insights into creating integrated promotional campaigns. This document is available on Desklib, where students can find a wealth of similar assignments and study resources.

Marketing in Travel and
Tourism

Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 Core concepts of marketing for the travel and tourism sector...............................................3
1.2 Impact of marketing environment on individual travel and tourism businesses and tourist
destinations...................................................................................................................................3
1.3 factors affecting consumer motivation and demand in travel and tourism sector..................4
1.4 Principles of market segmentation and its uses in marketing planning.................................4
TASK 2............................................................................................................................................5
2.1 Importance of strategic marketing planning for a selected travel and tourism business or
tourist destination.........................................................................................................................5
2.2 Relevance of marketing research and market information ....................................................6
2.3 Influence of marketing on society..........................................................................................6
TASK 3............................................................................................................................................7
3.1 Issues in the product, price and place elements of the marketing mix...................................7
3.2 Importance of service sector mix elements to the travel and tourism sector.........................7
3.3 Concept of the total tourism product......................................................................................8
TASK 4............................................................................................................................................8
4.1 Integrated nature and role of the promotional mix.................................................................8
4.2 Integrated promotional campaign for a travel and tourism business or destination...............9
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................11
Books and Journal......................................................................................................................11

INTRODUCTION
Marketing is the essential thing through which the marketing managers can enhance the
productivity of the firm. With the help of this, there is need to frame the business marketing
strategy in order get the business productivity in a better manner. TUI group marketing strategies
are sound that is why operation of the firm is running well. This report is based on the marketing
of travel and tourism of NA. It contain the all information related to it. Present report contains
the all important information like, what are the concepts on marketing of travel and tourism
sector?, how marketing impact on travel and tourism sector?, What are the factors affecting
consumer motivation and demand? and what are the principles in market segmentation and its
importance in planning? This report also contains the information that what are strategic
marketing planning for selected effective travel and tourism. It also present the information
related to the role of marketing mix or importance towards service sector mix in travel and
tourism. What are the issues in the elements of marketing mix. What are the roles of the
promotional mix which can satisfy the needs of the consumers. So, these are the information
which is related to the marketing of travel and tourism of NA (Moutinho, 2011).
TASK 1
1.1 Core concepts of marketing for the travel and tourism sector
In the modern time period, marketing is playing an important role in the travel and
tourism sector. It identifies and defines the wants and need of the targeted market and also satisfy
the consumers needs. The marketing is also important for maximizing the profit for the
organization and provide the effective market environment for the organization and make also
increase the profit in this sector. The marketing strategies are applicable only after having the
extensive research over the market. This will also assist the firm's management to satiate the
consumer needs in order to get the maximum revenues. Before going to start the process of
marketing, this is needed to determine the trends and requirements of the consumers in order to
get the quality services in the market.
Several marketing concepts implement to the travel and tourism industry so that the
management of the firm could attain the objectives. Marketing is a wider concept which
determines the set of activities, associations, and range of procedure meant for communicating,
delivery, and exchange offerings which make value for the clients, partnership organization,
delivery, and exchange. This sector experience two big collection of demands: international and
domestic tourism demand. International tourism covers both inbound and outbound form of
tourism. Hence, the industry has the whole market with demand and supply in play.
A company needs to identify tools and techniques of marketing and implement these in
the industry. which is important for understand the market environment. In the modern time, the

industry is growing and generating profitable industry in market segment. This industry also
provides the employment in the country and makes the market effective. The travel and tourism
is able to identify the principles and strategies of the market and implement it this sector. By the
of marketing strategies and principles, the industry can make more effective and profitable
according to the modern environment. So, it is the core concept of marketing which is related to
the industry and provide the information for their consumers (Hall, Timothy, and Duval, 2012).
1.2 Impacting the environment of marketing on individual travel and tourism businesses and
tourist destinations
Marketing environment is detected as a common platform for the communication of
whole the responsible features of marketing accomplishments that are connected to the firm
operation. It does not only covers the business connected elements but also the external
components, that are directly or indirectly influencing the activities of market and business.
The environment of marketing is based according on time that will affect business in any ways.
The demand of the market also depends on the marketing environment. The business failure and
its success also based on changing environment. The marketing environment is the flexible and
impact on the industry and destinations. It provides the effective destination to their tourist.
There are two type of environment which influences the business directly and indirectly (Evans,
Stonehouse, and Campbell, 2012). They are the internal and external environment. An
organization need to identify these environments for the profitability of the business.
The external environment includes, economical, political, social, technological and other
outside environment which influences the business and its activities. The internal environment
also includes the man, machinery etc. In this case, the business affect internally. An effective
business always provides an effective environment to their business. The travel and tourism
industry use the tools and new techniques for promoting the industry in the country. The tools of
marketing always generate the awareness and motivates to intermediaries for the growth of the
industry. It also increases the knowledge and preference of their employees. The travel and
tourism are helpful and provide a new place for the growth of the company. So, the success or
failure of company is based on the marketing environment.
1.3 Factors that will affecting consumer motivation and demand
There are some factors that will affect the consumer motivation as well as demand in the
travel and tourism sector. They are given below:
 Global economy: Global economy is a factor which affect the motivation and their
demand in travel and tourism sector. In the modern time, the industry in fast growing
industry but the earning of the people are very less because they charge the less amount

from their customers because the all customers are not same from their behavior and
income level. According to changing environment, the people want to earn more and save
the money for secure their future.
 Internal and social media: In this modern time, the internet and the social media influence
the needs of the consumers. The entire country is based on the internet and social media
because every business has need of internet and social media for the growth of the
business. It provides the effective platform for the experience of the people (Goeldner,
and Ritchie, 2012).
 Personal budget: The personal budget also affects in the costumer motivation and
customer demand in this industry. This industry provide the effective budget for their all
type of customers. An effective budget generates the decision of the consumer. So, the
personal budget identifies the income and expenses of the industry.
1.4 Principles and uses of marketing segment and planning
Under the perfect market, there are so many categories of people who makes it a
essential to plan and divide the market for better satisfaction of the varying requirements and
requirements of the consumers. Simply put, market segmentation is the process of sub-
categorizing a market based on similarities and grouping of consumers that are emerged into
group of consumers. Marketing segmentation is to enable firm to concentrate an adequate
resources for a competitive advantages. The segment consists the heterogeneous market for the
company product and services and dividing it into sub-market and segment. Basically there are
two type of method for segmenting the marketing. Firstly it include, product based behavior and
preferences based behavior and attitude based behavior etc. secondly, it includes, geographical,
demographically, psychological and the last one is the behavioral sector (Hall, 2013).
There are some factors which analyze the uses of market segment in the marketing planning.
They are given below:
 Accessibility: This factor plays an important role in the marketing segment. The
accessibility is important for the growth of the travel and tourism industry and provides
the effective environment to the industry.
 Identifiable features: It identify the features and factors for the market segment. There are
different taste and preferences according to the customers and also different in their
nature and style. A company needs to identify the needs and wants of their customers and
their company profitable.
 Affordability: The affordability is also an important factor which use in the market
segment in market planning. If a company cannot afford anything in that case that

company cannot survive in the market. It is helpful for increasing the price of the product
of the company.
TASK 2
2.1 Explaining the importance of strategic marketing planning
The marketing culture under this industry varies as time proceeds. Strategic planning is
an important thing in the organization. As, this imply the scrutiny of the environment of a firm,
competitors, internal strengths to draw a valid outcome so that the firm could give the optimum
performance within the firm. Strategic marketing planning permits the firm to assess its
competence before framing the market entry strategy. This also provides a vision for the future,
leadership direction , and management system for the firm competitive market.
There are some importance of the strategic marketing planning for the travel anengths, and the
market to get a valid outcome aimed at framing a firm competitive and optimum d tourism
business and tourism destination. They all are given below:
 A strategic management plan is helpful for any kind of organization because it provide
the effective direction to the organization growth. It also provides the effective direction
for the effective business.
 The strategic planning also play an effective role in the business because it increase sale
of the product and maximize the profit for the organization. The strategic planning is also
important for those activities which is harmful for the organization and reduce the
wastage of money and time and also reduce the risk of the organization (Sigala, Christou,
and Gretzel, 2012).
 An effective strategic planning provide the effective framework and decision planning for
the business. It generates the appropriate budget for determining the expenses of the
business. The strategic planning provides the customer service and other effective
services related to their business and customers.
 The strategic planning is helpful in providing the knowledge skills about the target
market. The effective knowledge and skills generate the target market to the organization
and fulfill the objective of the travel and tourism industry (Hudson, and Thal, 2013).
2.2 Relevance of marketing research and market information
Under this sector, marketing research and information is essential. Marketing research
functions to connect the link between consumer and public with the market researcher via
provision of information. Marketing research emphasis the information which is genuine under
the process of addressing whole issues that are connecting to marketing in the firm.Research is

very essential for any organization and it is one type of tools to understand the taste and
preferences and need and wants of the consumers. The marketing information also helpful for the
business and it provide the effective way to the business. There is some relevance of the
marketing research. They all are given below:
 It provides the effective and appropriate guideline to the business activities. The
marketing research is also important for understand the market for the product and
services and attract the customers for their product and services.
 The effective marketing research provide the appropriate information about the target
market to the business. If the information would relevant to the market in that case, the
business can implement the new technology for the business activities.
 The market research is the pre- designed activity which helpful in the decision making for
the organization and also helpful for generates the marketing strategies for the
organization.
 Marketing research provide the effective information to the industry and increase the
employment to the employees (Hudson, and Thal, 2013).
 The market research and the market information are to identify the objective and goals of
the organization and provide the information about the product and services.
 Market research is a process which indentifies the new ideas and increases the activities
of the organization. So, it is important for the industry.
2.3 Influence of marketing in society
There are different effects of promoting on the general public all in all separated from
profit driven part in business. Marketing in the wake of consumerism assists in the security of the
shoppers through' complying to strict government directions on products and enterprises. Still on
consumer protection, advertising expands social obligations of the organizations with the end
goal that the general public likewise profits from the associations. Moreover, the market is
additionally to a debt of gratitude is in order for the expansion in consumerism as a people's
choices to buy are impacted by basic leadership of the advertisers.
Society having a vital part in the marketing because without society a market cannot stand but
without market a society can survive. So, it is the major important of the market. Marketing is
defines as it is the management of business activities. Marketing is the process in which it
identifying, evaluating, and defining the needs and wants of the consumers and satisfy them.
There are many tools of the marketing which influences the market. They include, personal
selling, sales promotion, advertising, publicity, event marketing, public relation, online/internet
marketing etc. these all tools are playing an important role in the society place.

Marketing provide the quality product to their customers and fulfill their needs and want.
The advertising provides information and knowledge about the product and increases the
awareness for the product at the public place. In the advertising, it promote the product in the
market provide the effective image of product in the mind of the consumers (Xiang, and Gretzel,
2010). The online or internet marketing is also useful and attractive in the modern time because
it provide the real time information and useful in proper communication. So, the without society,
the marketing cannot survive.
TASK 3
3.1 Issues in the marketing mix
There are many elements of marketing mix and issues related to it. They are:
● Product: The product is the main element of marketing mix. That have a vital role in market
because there is no product there is no marketing. Product is the first propriety for the consumer.
If the product has quality on that case, the organization makes more profit.
● Price: Price is also main element of the marketing mix because the price is depending on the
product quality. There is the different price according to the different product. So, price is totally
depending on the quality of product and which type of product to be sold.
● Place: The place is depending on the business production that how much production a business
will be produce in the market. The place is the area where the organization made the product and
sold it. So, place is effective thing of the marketing mix.
● Promotion: Promotion is also main part of the marketing mix. This is important for awareness
of product or services. Promotion increases the value of the product and provides the effective
information to the customers for the products.
Due to the change of the market, the marketing mix is likewise bound to vary according
to the time. There are so many elements which are manageable or unmanageable which
influences marketing mix. The unmanageable components are market oriented and are refereed
to as market components in few books. The firm does not have control over them. They covers
consumers behavior, competitors behaviors, and other behaviors. Although, the management of
the cited firm can control over the controllable factors by way of doing effective management.
3.2 Importance of service sector mix elements:
Service marketing mix means to a diverse range of various components of services
marketing implemented by organizations to interact their brands and firm to the consumers.
Services are intangible, various kind of consumes at the similar duration of production,
perishable and less of ownership. The mix covers of seven P's. Travel marketing is a unique
marketing mix as principle products are fully for the travel and tourism operations and centrally

covers hospitality and recreational experiences. The importance of the service sector mix
components enhances the performance of the company.
The service sector mix of marketing is the important for services (Xiang, Magnini, and
Fesenmaier, 2015). The provides services for their product and satisfy their customers for the
product. The service sector marketing mix includes the 7 P’s of mix in which the 4 P’s of the
product mix. The service marketing includes the other 3 P’s of the service mix. They are:
● People: It is the one of service element of marketing mix. The people are the backbone of the
market because without the people the travel and tourism industry cannot survive in the market
place. The travel and tourism industry satisfy their different types of customers who are living in
the different segments. So the people are the first priority of any kind of organization (Molina,
Gómez, and Martín-Consuegra, 2010).
● Process: process is also one element of the service mix. The process includes the different
types of activities of the travel and tourism sector from the product idea stage till the marketing.
The process is important for the understanding of the customers. So, without process the travel
and tourism industry cannot run in the market place.
● Physical evidence: It is last element of the service mix. The it is the explanation of place. The
physical evidence determine that how the travel and tourism sector has been designed.
3.3 Concept of the total tourism product
Total tourism product means to the intangible and tangible sectors which are based on the
activities at a specified destination. The consumption of the duo means which are few particular
activities at the various destinations which frame a luxurious travel experience for the consumers
at personal level. It is the important concept for individual tourism business. The travel or trip
cover the all destination and make the budget for the travel and tourism. If the budget of the
travelling is proper and minimize according to the customer in that case, the customer will able
to pay the amount of the trip for any destination. The individual tourism business includes the
travelling and their accommodation. It provides the effective transportation at level of the
country and makes the budget according to their customers because every people is not able to
pay any amount for the traveling. The travel and tourism business make the effective budget for
the business and take minimum amount of money from their consumers. In the modern time, the
travel and tourism business is important and it is the profitable industry in the market place. The
tourism product is important for the industry because it provide the effective trip to customer at
minimum amount of money.
TASK 4

4.1 Integrated nature and role of the promotional mix
There are some important role of promotional mix (Tsiotsou, and Ratten, 2010). They are
given below:
● Advertising: The advertising is the most important role of the promotional mix. Advertising is
the process through which a company promote the good and services for the awareness of the
product and services. The organization can advertise their product with the help of billboard,
print ads, direct mail, brochures and others.
● Personal selling: Personal selling is the selling by which an individual sale the product in the
more. It is the door to door marketing of the product and services. It is also the face to face
interaction among the seller and buyer (Tsiotsou, and Ratten, 2010).
●Public relation: This is also the effective role of the promotional mix. It is the cashless
marketing in which it provides the information about their product and services. Marketing is
based on the relation with people.
● Direct marketing: it is the type of advertising in which the organization and business are able
to communicate their product and services with the people. The direct marketing is one type of
channel. So, the direct marketing is important for travel and tourism industry because direct
marketing is important for the promotion of the industry.
4.2 Integrated promotional campaign
It include the all activities like, email, online store promotion, direct marketing and other
activities. The travel and tourism industry present a marketing campaign for providing the
information of the product and services and also communicate with the people.
Every company and industry presents a logo, which is helpful for presenting the
framework and knowledge for the particular industry. The travel and tourism industry want to
present the large amount of investment at the different platform. With the help of the effective
logo, the industry or company needs to present their industry at the higher level of platform. In
the marketing campaign, there are many people who are directly interacting with the company
and their product and service (Dasgupta, 2011). The integrated promotional campaign is also
providing the right destination to travel and tourism industry. So, the integrated promotional
campaign is important for the business .
CONCLUSION
In report it has been concluded that the above information is related to the marketing in
travel and tourism of NA. This company provides the effective trip with the minimum amount of

money to the consumers. In the modern time, the travel and tourism is one of the profitable
industries in the country. The marketing provide the effective environment to the travel and
tourism industry. It provides the effective principles for the marketing mix. It has been also
mentioned about the role of the promotion mix which influences the industry. Na is the travel
and tourism company which provide the travel and tourism to the people.

REFERENCE
Books and Journal:
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Hall, C.M., Timothy, D.J. and Duval, D.T., 2012. Safety and security in tourism: relationships,
management, and marketing. Routledge.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and tourism.
Taylor & Francis.
Goeldner, C.R. and Ritchie, J.B., 2012. Tourism: principles, practices, philosophies (No. Ed. 12).
John Wiley and Sons, Inc.
Hall, C.M., 2013. Wine, food, and tourism marketing. Routledge.
Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd..
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-
creation of value. Journal of Destination Marketing & Management, 4(3), pp.151-161.
Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process:
Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2),
pp.156-160.
Huang, Y.C., Backman, S.J., Backman, K.F. and Moore, D., 2013. Exploring user acceptance of
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Xiang, Z. and Gretzel, U., 2010. Role of social media in online travel information
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of Retailing and Consumer Services, 22, pp.244-249.
Molina, A., Gómez, M. and Martín-Consuegra, D., 2010. Tourism marketing information and
destination image management. African Journal of Business Management, 4(5), p.722.
Tsiotsou, R. and Ratten, V., 2010. Future research directions in tourism marketing. Marketing
Intelligence & Planning, 28(4), pp.533-544.
Dasgupta, D., 2011. Tourism marketing. India: Dorling Kindersley.
Garín-Muñoz, T. and Pérez-Amaral, T., 2011. Internet usage for travel and tourism: the case of
Spain. Tourism Economics, 17(5), pp.1071-1085.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
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Park, J. and Oh, I.K., 2012. A case study of social media marketing by travel agency: The
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Thakran, K. and Verma, R., 2013. The emergence of hybrid online distribution channels in
travel, tourism and hospitality. Cornell Hospitality Quarterly, 54(3), pp.240-247.
Xiang, Z. and Pan, B., 2011. Travel queries on cities in the United States: Implications for search
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