Marketing in Travel & Tourism: Analyzing the Marketing Mix Elements

This report provides an analysis of the marketing mix within the travel and tourism industry, focusing on the product, price, and place elements. It identifies key issues related to these elements and discusses the importance of the service sector mix, including process, people, and physical evidence. The report also explores the concept of the total tourism product in the context of an individual tourism business, such as Thomas Cook, highlighting the company's relationships with agents, brokers, and other related entities. The references used provide further insight into the topics discussed. Desklib provides a wide array of past papers and solved assignments for students.

MARKETING IN TRAVEL AND
TOURISM
(TASK 3)

P3.1. Issues in the product, price and place
elements of the marketing mix
The elements involved in the service or product have several
importance and they are as follows:
Process: The company has been adapting the systematic way
for producing the services and there is a process to be followed step
by step to produce the service and serve it to the customer.

Continued...
People: Another important element of the service mix as the
employees are the ones who could contribute in the activities to
bring the organization to success.
Physical evidence: If company is selling the product there will be
some physical presence of the product which can be touch and used
rather than like services that is intangible but still serves them by
giving them certain comforts and facilities.

P3.2. Importance of service sector mix
elements to the travel sector
The issue that comes in the marketing mix are:
Product:- The most important P of the marketing mix.
Place:- Another P of marketing mix. The company has to make the
product available in the market even before they start serving the
customers.

P3.3. Concept of the total tourism product to
an individual tourism business such as
Thomas Cook
Total tourism defines the complete tour package. The company
usually hold contracts with the agents, brokers and companies in
other fields.

References
Vignal, L., 2010. The new territories of tourism in Egypt: a local-
global frontier?. Cybergeo: European Journal of Geography.
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.
Yasin, M., and et. al., M.H., 2011. An assessment of the
competitiveness of the Moroccan tourism industry:
Benchmarking implications. Benchmarking: An International
Journal. 18(1). pp.6-22.