Analyzing Product, Price, and Place in Travel & Tourism Marketing

This report delves into the marketing mix within the travel and tourism sector, focusing on product, price, and place elements. It highlights the importance of the service sector mix in creating comprehensive travel packages and emphasizes the challenge of selling intangible experiences. The analysis covers the concept of the total tourism product, using Rajasthan as an example to illustrate how cultural elements can form the base product of a tour package. Furthermore, the report addresses pricing strategies, including costs incurred at various stages of the tourism experience. The provided references support the discussion on customer retention, internal marketing, and expectation management within the service industry.

Marketing in Travel and
Tourism

INTRODUCTION
• It makes tourism sector the world's largest industry.
• The tourism provides a large number of employment not only to this
sector but other sectors also like handicraft, poultry, agriculture etc.
• THOMAS COOK is a travel and tourism company which is situated in
UK.
• This company mainly deals with organising touring trips all over the
world. It provides services which can be used to go around the world.
• The company provides trips to countries such as US, Singapore,
China, India etc.
• Most of the people have dreams to travel and see the world because it
is an exceptional feeling to go around the world.

TASK 3

Product, price and place elements of the marketing
mix in reference to travel and tourism
Various issues in the product, price and place elements of the
marketing mix in reference to travel and tourism are:-
• Product
• Price
• Place
• Promotion

The importance of service sector mix elements to the
travel and tourism sector
• Service sector mix help to complete a travel package as they are the
essential component of the package to be offered by the agent
incomplete packages could be reason for guest to reject that travel
package offered by various agents.
• This is hard to sell as tangible product could be seen by the guest but
service industry sell a dream to the guest which he/ she can not see or
touch but can feel it. Second is price this factor include the pricing
strategy of various agents and their targeted market .

The concept of the total tourism product to an
individual tourism business or tourist destination
• Total tourism product include physical and psychological experience
gained by the guest considering Rajasthan as a tourist destination
various agents can use the culture of this region as a base product of
their tour package in this they would sell the a view of different
cultures of Rajasthan.
• Showing them the lifestyle of the people ,their ornaments, their forts
etc. In the price element of total tourism product include cost incurred
at every place for example cost incurred to reach the destination,
staying cost, food cost, cost of hotel or any other place in which guest
would be staying, travelling cost etc.

REFERENCES
• Steinhauser, C., 2010. Kundenbindungsmaßnahmen" Auf Wiedersehen":
Möglichkeiten und Grenzen des After-Sales Marketing im
Wellnesstourismus. Qualitätsmanagement in Wellnesseinrichtungen:
Erfolg durch Kundenorientierung und hohe Standards. p.309.
• Novatorov, E.V., 1997. An importance-performance approach to
evaluating internal marketing in a recreation centre. Managing Leisure.
2(1).pp.1-16.
• Reppenhagen, N., 2010. Erwartungsmanagement als Herausforderung im
Dienstleistungsmarketing. In Preiserwartungen bei Dienstleistungen. pp.
1-21.