Ethical and Legal Frameworks in Travel and Tourism Promotion

This report delves into the critical aspects of legislation and ethics within the travel and tourism sector, highlighting how these factors influence promotional strategies and business practices. It traces the historical evolution of tourism, from early nomadic travels to the development of pilgrimage tourism, and emphasizes the increasing importance of ethical considerations in modern travel. The report also examines the promotional activities of Thomas Cook, a prominent player in the travel industry, and outlines the key steps involved in creating an effective promotional campaign. These steps include assessing marketing communication opportunities, selecting appropriate communication channels, defining campaign objectives, determining the promotion mix, developing a compelling promotional message, establishing a promotion budget, and evaluating campaign effectiveness. The analysis underscores the need for travel and tourism businesses to integrate ethical and legal considerations into their promotional efforts to foster sustainable and responsible tourism practices.

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.
Legislation and Ethics in Travel and Tourism Sector
The unique marketing approach adopted by particular business organisation helps in gaining competitive advantage from other
competitor. Thomas is continuously engaged in the promotional activities that provide information and helps in attracting new customers
towards the company services.
The Thomas cook is the travel industry
established by the Thomas travel group (1965).
Thomas cook is the brand of customers which is
continuously engaged in building strong
relationship with the customers. Thomas cook
develop their approaches with the changing
needs of growing market.
Integrated promotional campaign for the 2018 holiday package of Thomas cook
 Step 6: Develop the Promotion Budget: this
is the most important step as the cost
incurred should be manageable and give
some specific return on investment while
carrying out the promotional campaign
successfully.
 Step 7: Determine Campaign Effectiveness:
This is the final step of promotional
campaign this refers to collection of data and
feedback from the people involved in the
event to know about successful
Steps to carry out effective promotional campaign:
 Step 1: Assess Marketing Communication Opportunities: This will access the various
opportunity to communicate with the market like some festival, occasion etc.
 Step 2: What Communication Channels: The mode of communication like newspaper,
radio, videos, mouth to mouth communication are some means can be utilised to
communicate with the market.
 Step 3: Determine Your Objectives: Then identifying the objective of campaign and the
motive behind the promotional campaign.
 Step 4: Determine Your Promotion Mix: Selection of different elements of promotional
mix like personal selling, offers, direct selling, advertising etc.
 Step 5: Develop Your Promotional Message: The massage consist of three parts
the content, format and the structure. This defines the ideology of the
promotional campaign.
