Marketing Essentials for Travel and Tourism - Unit 16 Report

This report provides a comprehensive overview of marketing essentials in the context of travel and tourism. It begins with an introduction to marketing concepts and processes, including current and future trends in the industry. The report explores the roles and responsibilities of the marketing function within an organization, using TUI as a case study to illustrate market analysis, planning, product development, customer support, pricing, and promotion strategies. It examines how marketing influences and interrelates with other functional departments, such as research and sales, highlighting the value and importance of marketing in driving organizational success. The report also includes an analysis of the interrelationships between marketing and various departments within TUI, evaluating the significance of effective collaboration. The conclusion summarizes the key takeaways, emphasizing the importance of adapting marketing strategies to meet changing customer needs and industry trends. The report is supported by references to academic research and industry publications.

Marketing Essentials for
Travel and Tourism

Cover Content
 Introduction
 An introduction to the concept of marketing and the marketing
process with roles responsibilities.
 Interrelation between marketing and other functuions
 Conclusion
 References

INTRODUCTION
Marketing is the wider term that related how to influence
customers and can provide them products and services.
Different types of marketing ways are uses by organization that
helps to attract the customers and deliver them best quality of
products and services. For all activities marketing manager are
responsible who analysis the market and identify needs.

An introduction to the concept of marketing and the
marketing process, including current and future
trends in travel and tourism marketing
Introduction of marketing concept – Marketing concept is the philosophy that
uses by people in organization for analyses needs and wants of their
customers and then make decision to satisfy. If a person uses marketing
activities then it has opportunities to attracts customers and increase
profitability. TUI is large size tourism company that is running business with
the help of marketing concept that helps to influence customers and deliver
best quality of services.

The current and future trend in travel and
tourism marketing are as defined:
• Production concept – This concept is related to production of products and
services which are available in market. This is based on perception of consumers
that states what people thinks regarding a production.
• Selling concept – All organization wants to sale their products and services which
they have produced so their productivity and compatibility can be maintain.

Cont..
Marketing concept – This concept are using by marketing manager who needs
to focus over target consumers for the purpose of delivering their products
and services.
Product Concept – This means products and services are provided by
organization by understanding customer needs so they can manage business
activities and increase profitability.
Societal marketing concept – This states the needs and wants of targeted
customers in society so consumers can get best quality of products and
services.

An explanation of the role and
responsibilities of the marketing function
In organization different types of functions are performing by managers which are
important to run a business and increase productivity. As marketing is related to
exchanging of goods and services that can fill customer needs by offering
different types of products and services. TUI is using marketing by involving
different functions that are as defined:

Cont..
Analyzing the market and gathering information –TUI is travel and tourism
organization that is running function by analyzing market and collecting
information. The manager of TUI are playing a role of research who gather
information what people wants and how they can be satisfied.
Market planning – Planning is the need for every goals and going forward that
helps to work accordingly and run a business effectively. Marketing planning
helps to increase the market share and organizational productivity so they can
manage the functions.

Cont..
Product designing and development –If products are well designed then
customers attracted. In TUI, manager are playing a role of product designer
who produce products and services for the purpose of influencing services. As
they design travelling services by defining routes and different facilities so
customer feel happy and secure to run a business.
Packaging and Labelling –In context to TUI, managers are targeting to those
customer who are interested to visit out sider and spend their holidays. For
instance, TUI, is organizing Ski holiday packages for their targeted customers
who spends their holiday by selecting best airline industry and accommodation
services.

Cont..
Customer support services – This is required function in marketing that attracts
customers by providing solution of their queries. In TUI, customer care
manager is playing vital role as it get the queries of customers and provide
instant solution at any time that encourages customers to buy airlines services.
Pricing of services – Price is the consideration of products and services that
influences customers to buy the products and services. TUI, is selling the
travelling and tourism services to customers at competitive prices by selecting
first class, high class and classic level services that helps to make right buying
decision.

Cont..
Promotion – The meaning of promotion is to inform their customers regarding product of
company. The manager of TUI are playing a role of promoter who uses different methods of
promotion such as personal selling, publicity, sales promotion, advertisement etc. that can
attracts customers and deliver best of travelling packages.

• An explanation of how roles and
responsibilities of marketing relate to the
wider organizational context of TUI
In TUI, different types of roles and responsibilities in marketing are played by
manager who analysis the market, gather information, setting prices, using
promotion, packaging and labeling that helps to perform the business activities
and increase sale of organization. In this, organization manager are playing a
role of planner, researcher, promoter, price setter and marketer that can help to
attracts customers and increase the selling activities. This helps to increase the
productivity and profitability. For instance, TUI is making a plan to provide ski
holiday such as Himalaya, cold place, ice area which customers wants that helps
to increase the sale and organisation brand image in competitive environment.