Ethical Issues and Marketing Planning: Travel and Tourism Report

This report delves into the application of marketing principles within the travel and tourism sector, focusing on the ethical dimensions and the practical implementation of the promotional mix. It explores how advertising, sales promotion, and public relations are utilized to promote travel services, referencing examples like Thomas Cook. The report examines the historical evolution of tourism, from early travel practices to the modern era, and analyzes how marketing strategies have adapted to changing consumer behaviors and industry trends. Furthermore, it emphasizes the importance of integrated publicity campaigns to ensure consistent messaging across various platforms and discusses the significance of public relations in building and maintaining customer relationships. The report also addresses the impact of ethical considerations on marketing planning, emphasizing the need for responsible and sustainable practices within the tourism industry.

In the early age, cultural aspects, learning languages and travelling challenges restricted (Capacci, Scorcu and Vici, 2015). In 14 century
Christopher Columbus sailed westward and vasco da gama cruised to country for earn money then business travel has been integral part of
tourism industry(Cave and Brown 2012).
Early tourism started with Nomads who travelled around the world in search of
food and shelter. Main intension of this traveller is to gathered food and traded around the world and gave rise to the barter system (Capacci,
Scorcu and Vici, 2015). 1500 BC is marked as the era when the Europeans visited pyramids and thus developed the tourism for pilgrimage. Early
tourism started with Nomads who travelled around the world in search of food and shelter. Main intension of this traveller is to gathered food
and traded around the world and gave rise to the barter system (Capacci, Scorcu and Vici, 2015). 1500 BC is marked as the era when the
Europeans visited pyramids and thus developed the tourism for pilgrimage.
Ethical issues influence marketing planning
Advertisements and promotion:
Promotion is referred to be one of the most important
aspect of marketing through which the organisations
are required to promote their offered goods and
services in an effectively manner. It is basically to attract
a large set of consumers towards their proposed
products by using some efficient ways of promotion
3. Sales promotion- It is a short term tactic of marketing which is that type of marketing that can also be done by not using any publicizing tools,
etc. This exists of small yet strong messages that are being transmitted among the consumers to avail the offers made to them for a very short
time period with some appealing uniqueness in it. It is for instance to state about any discounted offers Thomas Cook is currently proposing in
their offered tour packages as of now.
4. Public relations- This type of marketing is correspondent to the word of mouth (WOM) marketing where the offers are directly being
discussed in various platforms where Thomas Cook may hereby refer to arrange campaigning, etc., to openly interact with the audiences.
Integrated publicity campaign is defined to be a medium through which the aforesaid
activities of promotion will be performed by Thomas Cook by together ensuring that there
messages are reaching to the audiences. Herein, Thomas Cook has thus chosen the method of
public relations to directly interact with their clients and users and convey them about their
newly introduced service of green tourism and eco-tourism. It is where they have also designed
some affordable packages to various such tourism locations with high grade services for the
buyers. They have together intended to convey the audience about other initiatives that they
have taken from so long to benefit the society to a great extent.
1. Advertising- It is a direct mean of
marketing the services offered by
Thomas Cook to its users with the help
of print media tools to publicize them in
newspapers, magazines, etc. Also,
distributing brochures or posting
hoardings are also considered to be a