Detailed Report: Marketing Strategies in Travel and Tourism Industry

This report provides a comprehensive analysis of marketing strategies within the travel and tourism industry, focusing on key concepts such as the impact of marketing, consumer motivation and demand, and market segmentation. The report explores the core elements of marketing, including product, price, distribution, and promotion, while also examining the influence of factors like age, gender, nationality, and social class on consumer behavior. It discusses the importance of strategic marketing planning, market research, and the role of promotional mixes in the context of a company like Thomas Cook. The report also highlights how marketing influences society and provides an overview of integrated promotional campaigns. The conclusion emphasizes the effectiveness of marketing in enhancing market share and attracting customers within the travel and tourism sector.

MARKETING IN TRAVEL
AND TOURISM

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of marketing in travel and tourism sector ..............................................................1
1.2 Impact of marketing on travel and tourism business and destination...................................2
1.3 Factors affecting consumer motivation and demand............................................................2
1.4 Principals of market segmentation and its usage .................................................................3
TASK 2............................................................................................................................................4
2.1 Importance of strategic marketing planning.........................................................................4
2.2 Relevance of marketing research and market information...................................................5
2.3 Influence of Marketing in Society.........................................................................................5
TASK 3............................................................................................................................................5
Covered in PPT...........................................................................................................................5
TASK 4............................................................................................................................................5
4.1 Nature and role of promotional mix......................................................................................5
4.2 Integrated promotional campaign for Thomas Cook............................................................6
CONCLUSION................................................................................................................................6
REFERENCE...................................................................................................................................7

INTRODUCTION
Marketing is one of the important concept in travel and tourism sector. There are
different marketing concepts that are considered by business so that they can enhance their
market sector (Qu and Lee, 2011). Thomas Cook is the organisation that is providing their
services in various destination Like Egypt and Morocco. This company use effective marketing
campaign channel so that they can increase their market share. In the present report, there is an
explanation regarding summer holiday 2018, marketing concept, factors affecting motivation and
demand of users, market segmentation. Furthermore, the importance of marketing planning,
influence of marketing on society, promotional mix are also summarised in the context of
Thomas Cook.
TASK 1
1.1 Concept of marketing in travel and tourism sector
Marketing is one of the important segment that comprise of 4 basis element that is also
known as 4P's (Vanhove, 2011). Following are the important factors of marketing where it is
required for the company to make focus-
 Determination, selection and development of product;
 Valuation of price of such commodity;
 Discovery of effective distribution channel so that such product can be reach to the place
of customer;
 Development of effective promotional strategy;
Following aspects are required to consider by cited company as- Needs and wants- It is important for Thomas cook to make focus on needs and wants of
people so that they can provide their product and services accordingly. It helps to provide
satisfaction to people who are accepting the services of company. Satisfaction and quality- It is essential task to make focus on satisfaction level of
customers so that organisation can plan their services that can satisfy people. Quality
measures are required to consider by Thomas Cook in this regard. Exchange, transaction, relationship- This is important for cited company to provide
secure transaction to customers so that they can't face issue in this regard. It is also
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required to provide exchange services at destination so that it is not required for people to
move outside fro this (Neuhofer, Buhalis and Ladkin, 2014).
 Market- There are many changes that took place in market in frequent manner. It is
required to consider such so that it can't affect future operation of organisation.
1.2 Impact of marketing on travel and tourism business and destination
MARKETING IN TRAVEL AND TOURISM
Date- 5th August 2017
Marketing gas vast impact over the performance and operation of organisation. It is
required for Thomas Cook to consider it effectively so that it can't affect future operation of
cited organisation. Through the effective marketing techniques, the number of customers at
destination as well as such organisation that provides their services in relation to it gets
increase. It also result in increasing the productivity and profitability of the company.
It has impact over various destinations where people mostly visit as well as on the
nation. Through this, the foreign revenue gets increase and from this government can make
more development in cultural and heritage sites so that they can provide true picture of such
destination. When number of foreign visitor increase at tourism sites then the cultural value as
well as popularity enhances at global level.
This is important for the organisation to consider this concept effectively so that they
can secure better competitive advantage among its competitors. Marketing influences the
destination where the services are rendered by Thomas Cook. There are many factors that have
impact over it and it is the duty of company to consider it effectively so that it can't affect
operation in negative manner.
1.3 Factors affecting consumer motivation and demand
Following are the factors that affect consumer motivation and demand-
Personnel and family influence: Age- It is the element that has vast impact over the motivation level of people who visit
the places. This is required for the organisation to consider it in their planning. Like
children and adults like to visit some exciting place whereas older age people visit some
religious places.
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 Gender- Male and female have different choice and desires. This is required for the
organisation to consider it so that it can't affect the operation in near future. Disability: People with some disability require some facility at destination so it is
required for the company to consider it so that they can be motivated to explore such
sites.
 Family life cycle- Tourist who plan their trip with friend have different choice as
comparison to those who plan with their family. It is the most affected factors that affect
the motivation and demand of people (Murdy and Pike, 2012).
Social and situational influence: Nationality: Visa is the most affected factor that affect the organisation. There are some
of country where there is strict regulations in this regard. It has impact over the demand
and motivation of people. Tourism and work: It is the time that is for visiting the place. People do not want to
expand more time on travelling. This is required for the company to provide assistance in
this regard so that number of people can explore more places at a time.
 Social class and income: The living standard of the visitors has important role in
planning some destination fro visiting. The services must be as that is as per the pocket of
tourist.
1.4 Principals of market segmentation and its usage
Market segment is one of the important concept where large market is divided into sub
parts (Yoo and Gretzel, 2011).
Following are the principals of market segmentation-
 Demographic-
In this segment, the market is divided on the basis of age, gender, family cycle. It is a good way
to divide the large market. This is effective process so that organisation can make planning to
provide their services.
 Behavioural-
In this segmentation, market is divided on the basis of behaviour of the people. This is helpful to
so that organisation can plan their product and services accordingly.
 Psychographic-
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In this way, people are segmented on the basis of Personality characteristics like Life style of
people. Company can plan their services according to the desire and liking of different people.
 Geographic
In this concept, visitors are divided on the basis of geographical area. The choice and desire of
people living in rural area is different from people of urban area.
Uses of principals of market segmentation
 It helps the company to identify the need of different people.
 This is effective process that helps in planning of the company so that they can offer
better product and services (Murdy and Pike, 2012).
 It aids to increase productivity and profitability of the organisation.
 To identify the satisfaction level of different people and in strategic planning.
TASK 2
2.1 Importance of strategic marketing planning
This is important for the organisation to plan their marketing strategies effectively so that they
can secure best output out of it.
Importance of strategic marketing planning-
 To find out the perfect customers: It helps to the company so that they can find out the
true customers of the company. This aids the company to identify the needs and wants of
different people (Sigala, 2011).
 To identify the objective: The organisation provides their services so that they can attain
their goals and objective in better way. Strategic marketing planning helps the company
in attainment of its goals.
 To set the organisation apart from the competitor: If the planning of the company is
defective then they can achieve best result out of it. It helps to stand a organisation apart
from its market competitor.
 To stay in the market: Through this, organisation can run in market for longer period of
time and can secure competitive advantage as well.
2.2 Relevance of marketing research and market information
Market research is one of the important thing that helps the company to identify the needs
of people so that they can provide their services accordingly. It is important for Thomas Cook to
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conduct the research of market so that they can collect best information. This provides assistance
to company to secure competitive advantage and attain objective of the firm (Hanna, 2012).
Thomas Cook consider market research so that they can formulate effective planning and
strategy. This is good opportunity for manger of the company to consider it so that they can
utilize it in planning, formulation of policies, pricing strategy, customer desires and major trends.
Market research is one of the important term that is required to consider by the
organisation so that they can gather best information about market changes and demand of
people. It provides helps in management activities.
2.3 Influence of Marketing in Society
Marketing has vast impact over the society (Moutinho, 2011). it is important for the
company to consider it effectively so that they can provide bets information related to product
and services of the company to social group. There are many companies that are providing their
services in travel and tourist sector.
Through the marketing channel best and complete information can be provided to people
so that they can choose one out of number of organisation. Thomas Cook offers best offers to
tourist at various destination and it has influence over society. It is required for cited company to
consider best medium of marketing so that it can influence the customers and attract people
toward the organisation.
TASK 3
Covered in PPT
TASK 4
4.1 Nature and role of promotional mix
It is the promotional activity that is considered by the organisation so that they can
promote their product and services at large level. This is important for the company to use
promotional mix so that they can enhance market share of the company at large.
Role of promotional mix- Increase of brand image:
Promotional campaign is adopted by company so that they can increase their brand value.
Through this, organisation can provide best information to large number of people.
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 Increase customer traffic:
Through the promotional activities, number of customers are attracted toward the product and
services of the company. It is resulted to increase the consumer of the company (Peeters and
Dubois, 2010).
 Enhance profitability:
When business considers different promotional activities then its profitability gets increase.
When number of users increase then its profitability also gets enhanced.
4.2 Integrated promotional campaign for Thomas Cook
Covered in Poster
CONCLUSION
As per above study it can be concluded that marketing is effective term that is used by
company so that they can enhance their market share. It is important for Thomas cook to
consider it effectively so that they can motivate people to accept their services. This is grate
advantage of this company if they consider promotion through social media channel. It is
required for this organisation to effectively use it so that they can attract number of customers.
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REFERENCE
Books and Journals
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Hall, C. M., 2014. Tourism and social marketing. Routledge.
Hall, C. M., Timothy, D.J and Duval, D.T., 2012. Safety and security in tourism: relationships,
management, and marketing. Routledge.
Hanna, P., 2012. Using internet technologies (such as Skype) as a research medium: a research
note. Qualitative Research. 12(2), pp.239-242.
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.
Jalilvand, M. R. and et. al., 2012. Examining the structural relationships of electronic word of
mouth, destination image, tourist attitude toward destination and travel intention: An
integrated approach. Journal of Destination Marketing & Management. 1(1). pp.134-
143.
Li, X. R. and at. al., 2010. Estimating the size of the Chinese outbound travel market: A demand-
side approach. Tourism Management. 31(2), pp.250-259.
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Murdy, S. and Pike, S., 2012. Perceptions of visitor relationship marketing opportunities by
destination marketers: An importance-performance analysis. Tourism Management.
33(5). pp.1281-1285.
Neuhofer, B., Buhalis, D. and Ladkin, A., 2014. A typology of technology‐enhanced tourism
experiences. International Journal of Tourism Research. 16(4). pp.340-350.
Peeters, P. and Dubois, G., 2010. Tourism travel under climate change mitigation constraints.
Journal of Transport Geography. 18(3). pp.447-457.
Qu, H. and Lee, H., 2011. Travelers’ social identification and membership behaviors in online
travel community. Tourism Management. 32(6). pp.1262-1270.
Sigala, M., 2011. Special Issue on Web 2.0 in travel and tourism: Empowering and changing the
role of travelers.
Tussyadiah, I. P., Park, S. and Fesenmaier, D. R., 2011. Assessing the effectiveness of consumer
narratives for destination marketing. Journal of Hospitality & Tourism Research. 35(1).
pp.64-78.
Uriely, N., 2010. “Home” and “away” in VFR tourism. Annals of Tourism Research. 37(3).
pp.854-857.
Vanhove, N., 2011. The economics of tourism destinations. Routledge.
Yoo, K. H. and Gretzel, U., 2011. Influence of personality on travel-related consumer-generated
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Online
Marketing In Travel And Tourism Industry. 2017. [Online]. Available through:
<https://myassignmenthelp.com/free-samples/marketing-in-travel-and-tourism-
industry>. [Accessed on 5th August 2017].
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