Marketing Strategies for Travel and Tourism: A Detailed Report

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Added on 2020/06/05

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This report offers a comprehensive analysis of marketing principles within the travel and tourism industry, using Thomas Cook as a case study. It begins by defining core marketing concepts such as needs, wants, demands, products, value, and customer satisfaction. It explores the impact of both micro and macro environmental factors on marketing strategies, including suppliers, customers, competitors, demographics, and economic forces. The report then delves into consumer behavior, examining different types of buying behavior and the consumer decision-making process. Furthermore, it covers market segmentation strategies, including geographical, demographic, psychographic, and behavioral approaches. The report also emphasizes the importance of strategic marketing planning, marketing information, and research. It concludes by highlighting the importance of marketing information and research within the travel and tourism industry.

MARKETING IN TRAVEL
AND
TOURISM

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Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................ 1
1.1 Core concept of marketing.................................................................................................... 1
1.2 Impact of the marketing environment ..................................................................................2
1.3 Various factors impacting consumer motivation and demand in sector ..............................3
1.4 Principal of market segmentation .........................................................................................4
TASK 2............................................................................................................................................ 5
2.1 Importance of Strategies marketing planning.......................................................................5
2.2 Marketing information and research.....................................................................................6
2.3 Marketing influence on society............................................................................................. 6
TASK 3............................................................................................................................................ 7
Covered in PPT...........................................................................................................................7
TASK 4............................................................................................................................................ 7
Covered in Poster........................................................................................................................ 7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................ 8
Online..............................................................................................................................................9

INTRODUCTION
Marketing is a systematic process of identifying and anticipating the needs and wants of a
potential market. Make product and services to fulfilling those requires in order to create high
profit. Travel and tourism industry must identified demands of their customers. From the same
tourism is identified as a temporary motility of visitor from one area to another in search of
pleasure, leisure and different kinds of business activities.
This report is based on topic is “Marketing in travel and tourism”. As per the case
scenario, which is also supported on Thomas Cook. This file disused the marketing concept and
their impact on the environment in travel and tourism industry (Burgess, Parish and Alcock,
2011). Principal of merchandising segmentation and 7P's of marketing also analysis in the
context of cited firm Integrated role and nature of promotional for a T&T (Travel and tourism)
destination also determined in this project.
TASK 1
1.1 Core concept of marketing
There are many concept of marketing which play effective and important role in terms of
fixing the personal marketing direction towards the particular approach.

Wants, needs and demands: This component define as the different kinds of production such as
services and goods. From the same, cited company manager must determine the requires and
demand of its buyers. As per the case study, which define the tour package plan in Egypt and
Morocco, so the business handler must identify the wants and needs of its respective clients.
Products: It is known as second element which provides description regarding the services and
products which an industry will produce to its customers. Hence, as per the case scenario,
Thomas cook manager will make the judgements about the different kinds of services which is
being approached by it to the clients while organising holiday tours in Egypt and Morocco
(Dickinson, Lumsdon and Robbins, 2011). Example: with regard to the provided journey
services could be a guide of tour, tickets discount, free breakfast and modification to acquire the
stay in 5 star building which is placed in given destination.
Value, quality and satisfaction: It is also a marketing concept and their main purpose to provide
better service experience to the customers. Here, buyer’s satisfaction will be increased if they
travel industry deliver their services. Therefore, in order to boost the Thomas cook client’s
gratification, it is needed for the mentioned business handler that it must collect the comment
from the buyers. From the same, mentioned travel and tourism industry can program an effective
holiday tour. This will never raise the customer fulfilment, but it will make the clients feel such
as they are valued. The business manager perpetually make many efforts in order to improve the
service quality which is state delivered by it.

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Exchange, relationships and transaction: Exchange different kind of activities in which
personal acquire several things in transacting of doing few work. According to the case study,
exchange term is defining as the monetary time period. Here, cited industry will acquire payment
from its customers in return of journey for them (Gertner, 2011). Relationships marketing
elements which state that company must improve an effective link with the clients.
1.2 Impact of the marketing environment
There are two factors such as micro and macro both are impact of marketing environment
as well as Thomas cook.
Micro environment: This factor is highly impacting the marketing within the organisation. They
consider suppliers, customers, competitors, and public.
Suppliers: They are define as a personal who completes raw material regarding the firm demand.
In order to provide holiday provider of mentioned industry will be the tour and hotel guide (The
Impact Of Micro and Macro Environment Factors on Marketing. 2017). Many suppliers can
inception essential effect upon the Egypt and Morocco holiday trip. Buyers satisfaction is
Source 1: Marketing Concept, 2017

mostly depending on the better services. Example: Supplier not give high service quality then in
the provided situation. In this way buyer’s satisfaction will be effected in a negative manner.
Customers: An individual who use the services and goods will be known as customers. For
example: Purchaser who are belong to the 16 to 25 years’ age group will choose the tours
adventurous. As well, buyers are coming with their friends and family members will same to
have combination.
Competitors: They are also define as an individual who provide hard competition to many
people which provide same products and service (Huang, 2012). The holiday plan will be
effected through the cited company strategies. Example: Thomas cook challengers has decided
the tours within above states alone in which another business is offering various extra services
such as taxi fares, free guides etc.
Macro environment: It define as an external factor but they have important effect upon the firm
operation.
Demographic forces: It represent regarding the different kinds of elements such as sex, race, age
and education level. This component is highly effects on the holiday trip. Example: who belongs
in age group 10 to 30 are assigned the journey for enjoyment, adventure and business etc. who
are having in between 30 to 60 which is based on people nature. They generally promote family
tours and business trips.
Economic forces: Condition of the economic country will also effect on the strategies of pricing.
Example: Thomas cook manager has definite to fix high price (Lange-Faria and Elliot, 2012).
Thus, in the above condition company will have to fix minimum prices for the tripe.
1.3 Various factors impacting consumer motivation and demand in sector
There are types of buyer behaviour and consumer decision process which are impacting
motivation and demand.
Types of buyer’s behaviour: There are four kind of customer behaviours are as follows:
 Complex buying behaviour: Thomas cook clients shows high involvement level while
observe and purchase best services and products. From the same, this kind of behaviour is
observable when the goods price is very high.
 Dissonance reducing: In this way buyer’s involvement is very less related to high price
with few essentials differences between quality and brand. Customer who are buy the
product and different types of services such as taxi fares and free guides etc.

 Habitual: In this form buyer’s activity is low. Thomas Cook clients go and purchase best
quality about the brand purchase. In this way company provide different kinds of
advertisement related to their tour plan. So the buyers are decided to visit the Egypt and
Morocco.
 Variety seeking: This will define the consumer mind-set regarding to the product and
service quality (Lo and et. al., 2011). They choose the best hotel and their
accommodation.
These model is highly impacting the consumer motivation and cited industry holiday trip.
Consumer decision making process: This kind of judgement making activity includes five steps
which are highly effect on their motivation and demand of the travel and tourism sector.
Step1- Need recognition: It is very important for the company and customers to identify the
needs and demands related to services and product the in the process of decision making.
Step2- Information gathering: In this phase, customer recognise their requires for the items. They
are capable to collect all necessary information related to the place, product and service.
Step3- Evaluation: They collect all information so they evaluate the market condition and service
quality which are provide by the Thomas Cook.
Step4- Purchase of service and products: In this stage they decide to purchase product and
service. Mentioned industry provide many facilities like guide, free hotel facility etc.
Step5- Post purchase evaluation This is define as the last phase, when customer visit the Egypt
and Morocco. There feed back is good for the trip.
1.4 Principal of market segmentation
There are mainly four kinds of market segmentation, it consider Geographical,
demographic, psychology and behavioural segmentation.
Geographical location: Thomas Cook has designed this holiday for not only United kingdom
public but they deceit other location. Cited industry has made a promotion and advertisement on
its internet website (Milano, Baggio and Piattelli, 2011). From the same complete necessary
information regarding tour which has been there. So the clients whole the economy can have the
opportunity to join the journey.
Demographic condition: The company has made the plan related to the holiday trip for the
various person category. Like : person belongs with various group in age, lifestyle, income level,

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differentiation etc. are given with facilities to present plans as per the needs and requirements of
the buyers.
Psychology segmentation: The cited business recognise that the person will select this journey
only when customer are highly fulfilled with their requires. Various person have their several
psychology. Think, if a consumer needs and wants to have world class seats as well as other are
demand a business class room, so the Thomas Cook has made best plan which will fulfil the all
purchaser demands.
Behavioural: This segmentation divides the country population on the form of customer
behaviour, decision making and usage (Mistilis, Buhalis and Gretzel, 2014). This factor consider
many brand loyalty, benefits sought, events and holiday that stimulate buy etc. in this way
customer want better food quality, service and comfortable room facility.
TASK 2
2.1 Importance of Strategies marketing planning
For the marketing condition in the industry of travel and tourism which keep on
modifying as time period proceeds. As per the case scenario, strategies planning is very
importation at the different level of an enterprise. Planning of the marketing which is define the
environment scrutiny of an economy, challengers, external & internal strength to seed up with a
action course which aimed at devising an enterprise competitive as well as increasing its
performance (Murdy and Pike, 2012). It also gives a future vision, direction of leadership, and
framework of management for the company in the aggressive market. To scheme place the firm
it is needed to view at its SWOT analysis. It includes strength, weakness, threats and
opportunities etc.
STRENGTH WEAKNESS
 Thomas cook is a largest travel and
tourism industry in UK as well as
Europe.
 Gives accessible and affordable
holidays to person.
 Global existence with different services
such as flights, package holidays,
 Allegedly amalgamate to give statutory
European Union compensation to
buyers.
 Intense competition which define
limited presence of brand.

resorts and hotels etc.
 Maximised brand existence in global
related to organization with past
Olympics.
 Approximate to 20,000+ workers with
the business (Pike and Page, 2014).
 Sponsorship of different sports teams
events has maximised the brand
existence.

OPPORTUNITIES THREATS
 To rise their share and market prices by
growing company.
 To get the largest travel and tourism
industry in EU and UK.
 To modify their business operations for
good incursion.
 Risk in the sector of airline.
 Maximise in liabilities related to unpaid
remuneration.
 Price wars can decrease the market
share.
2.2 Marketing information and research
Marketing research is very essential for the cited business. Investigation support the firm
to get different knowledges related to the resents trends and business plan, this holiday get the
competitors, expenditure capacity, current market trends and demographic of customers. Primary
research define the sales effectiveness which is found by the firm. Another is services quality,
techniques of communication and recent plan of business. Second investigation identify the
benchmark and plan of holiday which should be targeted. Market information support the team
in knowing regarding the various segments of its buyers (Quadri-Felitti and Fiore, 2012). It
assist business to maximise, change and enhance its policies and strategies to gain large clients.

2.3 Marketing influence on society
Marketing is very best elements which is performed by the cited business with an purpose
to lure its customers towards the trip plan which is highly effect on its society as well as
community. There are positive and negative influence are as follows:
Positive: This support in generating job whit the assist of marketing which attract large number
of the customers. It can effect with respect to acquire the countries tour such as Egypt and
Morocco.
Improve condition of economic: With the support of plan, Thomas Cook manager can develop
the condition of economic. Because, by developing tour within the locations such as Egypt and
Morocco, in this way international currency can be buy with provided nation (Schanzel and et.
al., 2012). Thus, this trip will assist in developing the members living standers who are living in
community.
Negative influence:
Pollution: Activity of travel and tourism will lead to boost the many kind of pollution within
location. From the same, individual health who are surviving within community will be effected
in a negative manner.
Prostitution: Professional demand will also maximise because intense industry activity (Tham,
Croy and Mair, 2013). From the same, prostitution define as the occupation type which support
in yielding maximum money amount with the short time.
TASK 3
Covered in PPT