Marketing in Travel and Tourism: Marketing Mix Analysis and Concepts

This report provides an analysis of the marketing mix within the travel and tourism sector, focusing on the core elements of product, place, price, and promotion. It examines the issues faced by marketers when developing strategies for companies like Thomas Cook. The report further explores the importance of the service sector mix, including elements such as internal marketing, people, programming, partnership, service quality, and interactive marketing. It then delves into the concepts of total tourism products, highlighting the various services offered by tour operators, such as accommodation, tickets, local transport, entertainment, and restaurants, emphasizing how these services cater to customer needs from planning to execution. The report concludes by emphasizing the crucial role of the marketing mix in understanding consumer demands and the significance of integrated and interactive marketing strategies. The report is well-supported by references to academic journals and books, including discussions on social media's impact on consumer behavior and the use of information technology in travel planning.

Marketing in travel and
tourism
Task 3

3.1 Issues in Marketing mix
Marketing mix is the most essential component or plan of every organization that aids in deciding
the several strategies regarding the product, place, price and promotion. This is the most
essential steps or plan of marketing which decides the future of its services. However, several
issues and consequences needs to be faced by the marketers while deciding upon a appropriate
marketing mic for the Thomas and Cook Group. these have been enumerated underneath:
• Product
• Place
• Price
• Promotion

Cont...
• Product: This is the core element of the marketing mix based on which other plans will be
conducted. In regards to the present organization which planning to launch a new package for
its customers regarding the summer 2017 for which it needs to first of all understand the
preferences of the its customers.
• Place: Another crucial element of the marketing mix includes place wherein the decisions
regarding the selling and distribution of the product and services is taken. The said company
faces the issues in placing the services at the right time and place.
• Price: It is the most effective element of the marketing mix which aids in creating the demand
for the product and services of the company.
• Promotion: The most important issue lies hereunder is that the marketers need to decide the
most prominent and effectual promotional campaign for its new services which is in budget
and does not exceed the legal as well as ethical requirement of the concern.

3.2 Importance of Service sector mix elementent
Service sector mix is also known as the extended element of the marketing which are different
from that of the 4P's. These aids the marketers to make several decisions regarding the new
services. Some of the elements of the same have been enumerated below:
• Internal Marketing
• People
• Programming
• Partnership
• Service Quality
• Interactive Marketing

Continued...
• The physical stores of the Thomas Cook has the most effect on its operations.
These comprises of the attractiveness of the posters and other promotional tools
that is most likely to cater the attention of the customers.
• The internal marketing also aids in motivating the employees so as to work with
more efficiency and enhance its sales.
• Interactive marketing is another means of promotional tool which aids the business
organization to interact or communicate with the customers so as to cater them
towards the new package.

3.3 Concepts of Total Tourism Product
Travel and tourism sector is expanding day-by-day and year-by-year as with the growing
competition between the companies, each of them are trying to innovate its services.
Likewise, the concept of total tourism has also been evolved by the marketers so as to render
complementary services to the customers. Some of these rendered by the Thomas Cook have
been enumerated underneath:
• Accommodation
• Tickets
• Local transport services
• Entertainment
• Restaurant

Cont...
• All the above enumerated points are the products or services that is being rendered by the tour
operators.
• The passengers or visitors just needs to demonstrate the budget or price along with the
respective destination to the operators and they will provide the most suitable package to the
traveller.
• Herein, from planning to execution of the concerned destination, the company will take the
responsibility of every single activity.
• These include, booking of tickets as well as hotel for the accommodation. The local transports
are arranged by the concerned organization so as to facilitate the travellers to move from one
location to the another.

Conclusion
The above discussion present that marketing mix plays a very
important or crucial role in determining the demands and
requirements of the consumers. There are numerous other
elements that such as integrated and interactive marketing
which have been clearly demonstrated.

References
• 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. and et.al., 2013. Exploring user acceptance of 3D virtual worlds in travel and tourism
marketing.Tourism Management. 36. pp.490-501.
• John, S. and Susan, H., 2015. Business travel and tourism.
• Xiang, Z., Magnini, V. P. and Fesenmaier, D. R., 2015. Information technology and consumer behavior in
travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer
Services. 22. pp.244-249.
• Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and tourism. Taylor &
Francis.

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