Analysis of Marketing Concepts in Travel and Tourism: Unit 5 Report

This report provides a comprehensive overview of marketing principles within the travel and tourism industry. It covers core concepts, including consumer needs and demands, and the impact of the marketing environment on businesses. The report delves into market segmentation, strategic marketing planning, and the influence of marketing on society. It examines the product, price, and place elements of the marketing mix, along with the importance of service sector mix elements. Furthermore, the report discusses the concept of the total tourism product and explores integrated promotional campaigns for travel and tourism businesses and destinations. The analysis includes factors affecting consumer motivation, principles of market segmentation, and issues within the marketing mix, offering a detailed understanding of effective marketing strategies in the tourism sector.

Unit 5: Marketing In Travel and
Tourism

TABLE OF CONTENT
Task 1............................................................................................................................3
1.1 core concepts of marketing for travel and tourism sector ..................................3
1.2 impact of the marketing environment on individual travel and tourism business
and tourism destination ............................................................................................6
1.3 factors affecting consumers motivation and demands in travel and tourism
sector .........................................................................................................................8
1.4 principles of market segmentation and its use in marketing planning ..........11
2.1 importance of strategic marketing planning for a selected travel and tourism
business or tourist destination.................................................................................14
2.2 relevance of marketing research and market information to managers in the
travel and tourism sector.........................................................................................16
2.3influence of marketing on society......................................................................18
3.1 issues in the product, price and place elements of the marketing mix..............21
3.2importance of service sector mix elements to the travel and tourism sector......23
3.3 concept of the total tourism product to an individual tourism business or tourist
destination................................................................................................................24
4.1 integrated nature and role of the promotional mix............................................24
4.2 integrated promotional campaign for a travel and tourism business or
destination................................................................................................................25
References...................................................................................................................30
Books and journals..................................................................................................30

Task 1.
Anticipation the consumer needs and demands in order to make profit .In a
society is a complete process trough business and organization in order to
promote themselves or they products to a final client.
Benefits are coming from this long process:
-improving they sales,
-improve the standard of living
-reduce the cost of the product who1. reach to us.
Tourism is deemed to include any activities concern with the temporary short
movement of people to destination outside of they place where they normally
live and work and they activities during the stay at this destination ( The
Tourism Society)
Spain
-In 2012 gain 88 awards on international tourism competition.
-1.24 millions of euro has been invested in advertising
-3000 listing adds
-1700 journalist was invited to Spain
-83.000 travel agents was train to promote It.
1.744 journalists discover in person the products and destination .
Spanish tourism has excellent knowledge and management constantly evolving,
open to trends and needs, detecting and interpretations satisfaction.
1.1 core concepts of marketing for travel and tourism sector
In tourism is vital concern because is the main management who influence this
major global market, Is one of the market where supply and demands has the best
understanding segment.
 In this market the consumer exchange money in return of particularly travel
experience or products.

 Marketing wants they consumers to spend more then they can afford.
 Marketing rise the standard of living and is very connected with the idea of
middle class, also preserve and build , has a important impact to cultural as
museums, arts galleries, theatre offering a good function.
 Another role is to persuade costumers.
A huge quality attributed to marketing is a job creator.The aim of marketing is
to make selling unnecessary . Marketable service or product A product haft to
be :
-clear
- distinctive
 compelling

80 % of a new product is failure what makes this product or
service failures is lack of : -meaningful value proposition
-the price is to high
-the market didn’t understand the product which leads to a market education
which involves lads of costs and is much more expensive than a add
◦ Key ingredients in a good marketing plan
.Objectives must be clear and achievable. Must contain a big picture with
strategy .Setup a plan for a period.
.Strategy.
A great strategy is to build a high quality compelling content website, business
card ,well designed website easy to access, faster, navigable from laptop,
computer or a smartphones.
Search engine with a fresh respond and mainly the visitor can be familiar and
can clear about the business.

Social media has expanded a lot , also can improve the strategy and have an
important role in promoting a business.
Tactics .Create a call to action.
All the social media users who accessed your website might transfer in to a
direct communication and potential consumer. The effective way to do that is to
offer subscription to email, newsletters, free bookings, a free portfolio for
reviews. Once the costumers are there is much easier to approach then more
directly either via email, phone or one to one meeting.
Digital marketing sound like a time investment strategy but the higher return
and the feedbacks are tangible. Pricing decision for new market, is a capital
factor in a consumer decision consumer can buy, consumer demand.
The below are the elements that helps in analyzing the concept clearly with this
study.
 Customers needs: Thompson needs to set the schedules and priorities first
to develop holiday for turkey and Spain. There are basically tow types of

customers such as business trip and for family trip. Marketing has been
accomplished to assist in the strategy and it also helps in providing new
offers to the customers that will provide them satisfaction.
 Products and services: The products are services should be reliable and
best like facility of luxury rooms, traveling by bus/ flight and reasonable
prices will help in attracting the customers
 Exchange process: it is considered as the process between the buyers and
seller where the clients has paid the money for providing the products
and service by the Thompson or satisfying the requirements by them.
 Place: Strategy of market needs to be made to satisfy the needs of
customers in all over the market whether national and international level.
In order to establish the foot in to the market Thomson needs to accept
the new strategies ta points of time a make a certain changes in their
offers which satisfy the requirements of the customers.
1.2 impact of the marketing environment on individual travel and tourism
business and tourism destination
The largest between 7 Canaries this island situated just 300 km away from
continent of Africa is one of the captivating, mysterious and vibrant islands.
The capital is Puerto De la Cruz , with 2 airports Los Rodeos and Reina Sofia
also 2 harbours Santa Cruz and Los Cristianos, with a population over 839.000
people and 80 km long.
The main attraction are National Park el Teide the most well known park
in the world asl the most visited one .Was attributing this name in 1954
according to he’s incommensurables value as biological and geological
systems , 2007 was declare UNESCO heritage, the biodiversity of plants
and animals are very widely. a UNESCO-listed national park, which is
covered in moon-like lava formations

Costa Adeje situated southern Tenerife , up-market place with a large exclusive
resort very elegant and chic .
Known as a celebrity cool place where famous people as Beckham spends they
holidays here .
Walking along this beach you’ll feel the golden sand between your toes...just
take a minute and admire the crystal water , amazing view through the ocean,
definitely this place is made for beach lovers for those people who’re always
aching for fine taste and luxury things on they life.
The name it self came from the cleanliness , high standards-of facilities it is a
mark of excelled. Called the island of “ forever spring “
Costa Adeje has also plenty of more interesting touristically attractions where
you and you’re loved ones can spend an unforgettable experience.
The main attraction is Aqua land the aquatic park and the sea world this
park is open each day from 10am to 18pm also offer a free of charge bus
from Los Cristianos to Playa de los Americans , this amazing sea world
offer a dolphins exhibition show. Loro Park
This place attract annual 1,3 million tourists, located near Puerto de la Cruz
here you can find the biggest variety of exotic birds , the biggest aquarium in
Europe.
Both external and internal environment will provide an impact on the working
of Thompson. Opportunities and threats occurred outside the organization are
known as the external factors and changes which are made within the
organization are considered as internal factors that affects the business
operations.
Internal environment (Micro)

Intermediaries: These are considered as the facilities and service provided by
the organization to their consumers or customers. Transportation, hotel, various
kinds of rooms, clubbing, dinning and effective prices also considered as major
aspects between the seller and the customers that influence the consumers.
Competitors: Though rivals of organization belongs to external environment
but they always have great impact inside the organization. Further, when the
competitors of organization offers competitive prices of same holiday packages
to the consumers then the Thomson will lose their customers base. As a
marketing manager it is the duty to get aware about the competitors strategies
and change in their offers according to new market trend. External environment
(Macro)
Demographic: It mainly involves changes in the locations and trends. Thomson
offers various packages of turkey and Spain at different locations> first research
needs to be made on change made in offers are acceptable or not in that
particular location and if they are as per customers requirements then will offer
to that place.
Technology: Advancement in technology will provide major impact on
business. All the updated information on online cannot be easily accessed by
the customers. Any change in the macro environment impact on the sale of the
business like recession in which the prices of products and service will tend to
rise which provides an impact behaviors customers and they will not purchase
the holiday packages. All these will affect the business of the Thomson
holidays as they play an important role in business of the travel and tourism.
1.3 factors affecting consumers motivation and demands in travel and tourism
sector
“Leave all behind , travel more and buy less”

In travel and tourism marketing a propose is to create a costumer not a
product, the humans' comes first. Internet has become the number 1
source for travel and tourism marketing Wealthy people was always
travel to different parts of the world to :
-discover works of
art,
architecture ,landsca
pe , culture - try
different cuisine
- learn new language .
-to live the moment
-to see life from a different perspective
- go out from they comfort zone
- meet new people
A large chains of resorts was created for those one ,but now this days the short
brakes are more commune like business trips , meetings ,conference
Economical crises didn't affect the travel and tourism sector , accordingly to
WTO in 2012 was a billion tourism in a move 1of a 7 people are still
traveling .
Tourism has an important growth in economies become a motto.
Factor that influence
consumer motivation to
travel. economic
factor
-a huge demand for good quality services
- costumers demand quality for good price
- infrastructure
and transport

who has a huge
impact
developments
and information
technologies -
website as
www.booking.c
om or
www.expedia.co
m demographic
factor
-number of single
adults, the marriage
age,the group age
cultural factor
unique attraction
political factor
-a political stable
country increase the
number of tourist a
unique perception
for a destination
Demands:
- impulse orientation (late booking trend )
-the wide choice of opportunities
- costumers are not ready to change
- consumers want to interact more with the seller not with a data base.

1.4 principles of market segmentation and its use in marketing planning
Marketing must to be creative, communicative, deliver a value, target a
market, generates profit.
The constant question is what to offer and how to offer
Thompson has changed the name and became TUI in 18 October
“Transformation is a successful , seasonal swing has been reduced.We expect a
strong year” CEO Fritz Joussen “ www.tuigroup.com
The U k team is the last team from the largest international group who join-in.
Strength TUI has changed from a travel business company to the biggest and
well known global brand in this industry.
With a outstanding position in the market make us a leading group in tourism.
We become a business model able to respond robustly to our competition and
threads.
Becoming the part of the TUI group constantly developing exclusive
holidays and new concept service , some nice changes inside of the company
happen this year , from the basic consulting and bookings holidays up to
Group own airline which includes 140 aircrafts , 60 cruise-ship, Group-own
hotels and resorts , - brand new uniforms for retailing stuff, airlines stuff and
cruises.
-80 /% revenue from European costumers.
Summer 2018 brings for TUI a variety of career which covers 180 countries,
offering our costumers more opportunity and more choices, some of this
locations are perfectly place right on your door step and some of them in very
exotic countries.
Our trading update team has proved that 2017 was a great financial experience
and show that TUI consistently delivers growth strategies.
50% EBITA
EBITA =earning before taxes ( EBT)+interest expense + amortisation expense

Opportunities The hotels and cruises are performing very well offering they
unique experience, we also opened 10 new hotels in this year and in totally we
own 28 hotels ,growth is also very visible in source market which , the growth
is visible especially to destination as Nordic countries , Germany and Benelux ,
this fact is very visible compared with last year especially why we add some
more destination like : Greece, Bulgaria, Croatia , Italy , Cape Verde and long,
long haul, demonstrates our costumers loyalty to our holidays .
The future expectation set exactly in that line we draw.
Weakness It happens that exist some external factors who can create an
uncertain in our specific destination but our confidence and strength it will lead
to success.
The natural catastrophes can affect our usual experience in travel, diseases such
as Ebola or political volatility in Egypt and instability in Spain can close our
source market.
The risk of such a events can have a impact in our destination and also can
affect our operations , disrupting cost and decline.
During the recent hurricane who affected our operations on the Caribbean and
Florida the primary focus was to support costumers to stay on this area ,
rebooking and offering deferent destination where is necessary. Threats There
is also a risk a volatility risk on the exchange rate, fuel price can result in
increasing the cost which could have a impact in our profit and targets .
Another risk to loos front of our competitors is the rigid policy of hedging.
TUI has faced some data issues, out of date reports for buyers.
- slow response from agencies especially India .
- focusing mainly to the English speakers.
-dealing with a data not with humans .
The pricing pressure was very high but that didn’t affect our profitability even
so we have 18.7% growth under EBITA for the financial year 2016-2017the