Travel & Tourism Marketing: First Choice Summer Deals 2019 Analysis

This report provides a comprehensive analysis of travel and tourism marketing concepts, with a specific focus on First Choice and the destinations of Turkey and Spain. It explores core marketing principles, the impact of the marketing environment (using PESTLE and micro-environmental analysis), factors influencing consumer motivation and demand, and the principles of market segmentation. The report also examines the importance of strategic marketing planning, the relevance of marketing research, and the influence of marketing on society. Furthermore, it discusses issues related to the product, price, and place elements of the marketing mix, assesses the importance of the service sector mix, and applies the concept of the total tourism product to First Choice. Finally, the report evaluates the integrated nature and role of the promotional mix and proposes an integrated promotional campaign for First Choice Summer Deals 2019 holidays.

TRAVEL AND TOURISM MARKETING IN TRAVEL AND TOURISM SECTOR
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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
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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.
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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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