Comprehensive Marketing Report: Travel and Tourism Sector Analysis

This report analyzes marketing principles within the travel and tourism sector, focusing on topics such as understanding core marketing concepts, the impact of the marketing environment, factors influencing consumer motivation, and the application of market segmentation. It explores the role of marketing as a management tool, emphasizing strategic marketing planning, the importance of marketing research, and its influence on society. The report also examines the marketing mix, including product, price, place, and promotion strategies, along with the application of these concepts to a case study of Thomas Cook Tourism. The analysis covers the core concepts of marketing in the travel and tourism sector, including the impact of the marketing environment, consumer motivation, and market segmentation principles. Furthermore, it investigates the role of marketing as a management tool, emphasizing strategic planning, marketing research, and its impact on society. Finally, it assesses the marketing mix elements and applies the concepts to a case study, providing a comprehensive overview of marketing strategies in the travel and tourism industry.

University
Marketing in Travel and Tourism
By
Date
Name
Lecturer’s name

Marketing in Travel and Tourism
Contents
L01: understand the concept and principles of marketing in the travel and tourism..................................3
1.1 The core concept of marketing in travel and tourism sector.............................................................3
1.2: Impact of marketing environment on travel and tourism sector......................................................3
1.3: factors that affect consumer motivation and demand in travel and tourism sector........................4
1.4: Principles of the market segmentation and its use in tourism sector...............................................5
LO2: Understand the role of marketing as a management tool in travel and tourism:.................................7
P 2.2: Discuss the relevance of marketing research and marketing information to managers in the travel
and tourism sector:..................................................................................................................................8
P 2.3: Assess the influence of marketing on society:...............................................................................9
LO3: Understand the role of the marketing mix in the travel and tourism sector:.....................................11
P 3.1: Discuss issues in the product, price and place elements of the marketing mix:...........................11
P 3.2: Assess the importance of service sector mix elements to the travel sector:.................................13
P 3.3: Apply the concept of the total tourism product- Thomas Cook Tourism:....................................13
Task 4: Assessment of the integrated role and nature of Promotional Mix................................................14
Page 2 of 18

Marketing in Travel and Tourism
L01: understand the concept and principles of marketing
in the travel and tourism:
1.1 The core concept of marketing in travel and tourism sector:
In the tourism business, Thomas Cook is an operator in the Morocco and Egypt. Recently the
travel and tourism company expanded their company by launching a latest cultural programme
for a specific vacation in Morocco and Egypt. In this writing, the various aspects of marketing in
the travel and tourism business is discussed.
The nuclear achievement in the field of travel and tourism is to comprehend the inclination and
developing their positive outcome. The management is much familiar to the rapid growing
market for their fastest growth. For an association, the fundamental long-term objectives are the
plans and ideas. Those ideas and plans need to execute properly to achieve the aims.
In milieu, company promote itself by launching a cultural programme, Thomas Cook and hid
association must take a chance to immigrate the travellers in the huge number that will help to
lead the rules of travelling. The deal is set up at the lower price of money by those visitors who
demand lower remuneration. The Cultural programme continued for seven days in Morocco and
Egypt. The tour package is contained of cheap transportation fare, lodging facilities in empty
places along with breakfast, lunch and dinner. To perform all those facilities, the additional
members need to gather inside of the market of travelling. The idea of group migration is launch
in the market with some selected thoughts. For this idea, the company have to pick up
commodities, collect appropriate products for new comforts and the new setting.
1.2: Impact of marketing environment on travel and tourism sector:
Page 3 of 18

Marketing in Travel and Tourism
Thomas cook's company is a great organisation of tourism and travel. Monitoring the holiday
programme in Egypt and Morocco for seven days create a big impact on the outside of the
tourism industry. Being a tour operator, Thomas Cook has to be there in Morocco and Egypt. The
atmosphere of Egypt and Morocco has to be discussed for the purpose of substantial issues. The
external factors are like- social environment, political, technological, and legal and economics.
Organisation was dependable on the marketing section for organising the plans viz-
performances, psychological, characteristics and demography of tourists. Besides that, the
market for tourism and travel are manipulated by some issues. The relation between the source of
nation and outlines of the tourism is designated as a dilemma. The living accommodation of the
visitors and tour guides are important for the outbound tourism. For an organisation to develop
the entire business market, a well-built promotion strategy is needed. Well-designed pictures of
the client's selected holiday destination will be the best strategy for the proper development of
tourism marketing. The suitable market scheme is to understand the client's desired package and
get the assurance of the tourism.
1.3: factors that affect consumer motivation and demand in travel and
tourism sector:
Crack a new deal came under the format of selling, which is entirely depend on the tour operator.
Operator study the zeal of the customers as per the need of a particular tour programme. Two
distinct factor are responsible for increasing the zeal of the client's for the holiday packages.
These two factors are determining factors and motivational factor. Determining factor is a help to
know the clients either pay the package or not. Motivational factor is a help to motivate the client
to grow the interest for that particular package. As per Motivational prospect, the holiday
programme will make up for real and exclusive needs; the operator has to sell the knowledge and
Page 4 of 18

Marketing in Travel and Tourism
words to convince the client. A good tour guideline is also needed in this tourism industry. The
faith of the customer and their needs are also the matter of concern. Either the customers are
motivated by the destination places of their package or not also the matter of concern of the tours
and travel company.
1.4: Principles of the market segmentation and its use in tourism
sector:
Market segmentation is termed as the distribution of the work among the client with potential in
a specific faction. In a specific segment the consumers having a common curiosity among the
specific supplied products or amenities. Segmentation is one of the most important parts of any
organisation. Depending on that, the organisations who are working on the tour and travels
industry they have to make proper segmentation of the market before entering in any country to
achieve their organisational objectives. Market segmentation depends on some key aspects of
diversification. The diversifications of the market are segmented like; clustered market, diffused
market, and homogenous market. These three aspects of the segmentation become the most
important factor for any organisation to work in the competitive tour and travels industries. The
diffused market is termed by the specific behaviour that is not similar and connected to the
services, creation of the travel and tours industry. Besides that the clustered market is made up of
a group, consumers are connected through the relevant features. The requirements of the clients
are also related to the facilities and the products. In the homogenous market, each specific
consumer is comparable to the figure. In this market, the facilities and products are
interconnected through different ways.
Page 5 of 18

Marketing in Travel and Tourism
The function of the holiday's programme, the tourists should be differentiate by the geographical
and demographical aspects. There are lots of travel and tourism organisation has a famous rich
background. The packages they provide for the tour is also full relaxation and pleasure. The
feedback of clients is delivered by the taken packages.
Page 6 of 18

Marketing in Travel and Tourism
LO2: Understand the role of marketing as a management tool in travel and tourism:
P 2.1: Analyse the importance of strategic marketing planning for travel and tourism sector:
There are several advantages in Strategic marketing planning. These concerned advantages are
sternly linked with achievement and development of the travel and tourism industry. The benefits
and importance of the strategic marketing planning of Thomas Cook tour provider are following:
1. A strategic promotion plan affords a hand in ascertaining the trajectory for the tour
company along with the methods to get that direction. The main motto of this planning is
to achieve the huge goal which segmented the Thomas Cook into small sections.
2. Strategy marketing planning reduces the unnecessary actions which cause waste of time
as well as company fund. In its place, it assists in focusing on some other vital and chief
aspects.
3. An ascertained market arranging likewise helps with having significant data and point of
view of the objective market also the customer to whom the association is giving their
administration. This entire data manufactures a solid base so that the organisation will
have the capacity to take long haul resolutions.
4. The marketing plan includes in plotting a planned and careful structure which execute as
a dictionary for some reasons, for example, money related plans for the association,
essential client office and changeless exercises.
5. These days the monetary arrangement of numerous nations is in a delicate state. In this
manner, visit administrators are utilising additional time and diligent work in an
accurately made vital plan which can define a noteworthy qualification in an organisation
execution.
Page 7 of 18

Marketing in Travel and Tourism
P 2.2: Discuss the relevance of marketing research and marketing information to managers in the
travel and tourism sector:
A showcasing study is a key contraption to see the purchaser taste and likings. In the matter of
travel and tourism, any experiences on market situation work like manage for them. It is to a
great degree basic to know the customer necessities and needs so that the organization can plan
its dedication properly. There is entire dialogs of the significance of advertising examination as
to Thomas Cook Tourism are given underneath:-
1. As examined promoting research functions as a pioneer and it is central that before
entrusting any approach or blazing through money for any reason, it is always more
profitable to spend the advantages in research which help with enduring the business
advertise better and get clearness mind as to how to get the thought of a constantly expanding
number of clients (Liang et al., 2016).
2. It is furthermore important that the association which is playing out the investigation
need to comprehend the noteworthiness of the examination and it must be impressive. On the
off chance that the information is assembled in only a solitary place with no reason or reason,
then the investigation has a restricted worth which can hamper the progression of the
business in future (Erratum, 2016).
3. All the data which is assembled from the examination should be evaluated fathomed or
dissected and a short time later an attentive culmination must be expelled from it.
4. Marketing audit should be a sketched out advancement which counselors for certain basic
leadership and which in like manner support in arranging the promoting approaches.
Page 8 of 18

Marketing in Travel and Tourism
5. There is a monstrous pile of information which is accessible available. It is basic for
Thomas Cook Tourism Company to utilize the information successfully.
6. There is likely progression research is a champion among the most sincere assignments
of Thomas Cook visit manager since it energizes in embellishment the possible course of
accomplishment. It encourages in procuring practical choices and in addition assists with
getting the fiscal favorable position over the foes. The data generally associates in encircling
a rate for the package which offers alternate points of view and an edging over foes.
7. Supervisors are continually imagined to reveal a regularly expanding number of data and
survey the bits of knowledge with the objective that it can be drilled viably in this tight
market.
8. Research moreover helps in analyzing the contemplations and the better perspectives of
the adversaries which also help with picking the possible course of achievement.
9. Any showcasing examination is fundamental for travel and tourism part. It is not
fundamental to have an unlimited and point by point investigate. Once in a while, somewhat,
brisk online research transforms into the principle office for people.
10. Most of the time a bare essential research is greatly vital as it assists in knowing the
market precisely. The affiliation selects this utility in a huge amount of conditions.
P 2.3: Assess the influence of marketing on society:
Society and publicizing are held noteworthy centrality in an equivalent place, and advancing
can't happen without the support of society. Locals can envision an overall population without
publicizing, yet it is as of late hard to have the survival of headway without civilisation.
Page 9 of 18

Marketing in Travel and Tourism
Showcasing is the arrangement of affiliation which occurs in an association, and it attracts
suspecting, seeing and finding the ways to deal with persuade the customer needs. There are a
couple sorts of apparatus of showcasing include notoriety, guide headway arrangements to
support and open affiliations (Huang and Chuang, 2013). Various researchers and editorialists
say that the showcasing is a procedure which interfaces the space between the customer and the
development or organizations. Guaranteeing and progression are the most associated and
apparently speculation of advertising which intends to control the demand. It needs to change
into an unending bit of open life as inhabitants can't, honestly, imagine their existence without
interpretation and review the attachments. Without question, we barely concentrate on those
notices. Notwithstanding, it made a place in our mind, and without those advancements, people
will feel that something is truant. Advertising makes the overall population more eager. It is to a
great degree important yet difficult to strike an immaculate amicability among the two
contemplations. The business air moreover requests that every movement must be taken fairly
and all rules must be looked for after to part the work among right or incorrect and sensible and
extraordinary, and besides vendor should focus on the reason which is ethically right.
Page 10 of 18

Marketing in Travel and Tourism
LO3: Understand the role of the marketing mix in the travel and tourism sector:
P 3.1: Discuss issues in the product, price and place elements of the marketing mix:
Promotion mix is an exceptionally huge bit of understanding business, and the fundamentals of
marketing are to a great degree indispensable for Thomas Cook tourism association. The
exhaustive talk of the elements of dissemination blend and issues on this are given underneath:-
Product: Item is the most vital part of an association in light of the fact that an association's
advantage and progress depend on upon the thing. Right when a thing is traded to the clients, it
takes to exchange out the affiliation, and that money takes the relationship ahead.
Notwithstanding whether there is produced of the vestige or there is the resale of the antiquated
irregularity, under both conditions, the association needs to affirm the points which will
understand the centralization of the overall public. So sooner than impelling any stock or office
in the market, there is some matter which should be clarified in a brief instant. These stresses are
the target advertise for which the antique is formed, the trust of the customer from the creation,
reasonable edge over the rivals and besides particular headway motivation behind the client and
it furthermore includes a chart on the base of which the relic will be orchestrated inside the
market. Responses to these request are to an extraordinary degree fundamental, and the
organization should deal with these issues quickly in light of the way that it empowers in
embellishment the future course of activities. In this manner Thomas Cook should moreover
manage their visit packages so it can pull in more tourists.
Value: Another major some portion of any association is its cost. By esteem, a relic is sold to the
customers. Various affiliations embrace up a couple assessing systems, and it is imperative to
offer consideration regarding spread the utilization adequately if the endeavor expected to draw
Page 11 of 18

Marketing in Travel and Tourism
an always expanding number of clients. The estimation of any stock and organization is
indistinguishable to the sum that customers are set up to pay. The costs which customers are set
up to give depend on upon the quality offered by the antiquated irregularity and the littler of the
dissent showcase. The opponent esteeming must in like manner be measured and each one of
those parts which control the advertising establishment neighboring the stock. Accommodating
evaluating is the merge of different factors. So Thomas Cook furthermore should consider
arranging their esteeming approaches intentionally.
Place: The range is in like manner fundamental in advancing mix, and it concerns a place where
the advancement is prepared, or the workplace is shown to the customer. The antiquated
irregularity is ordinarily orchestrated at a substitute region, and from that point forward, it is
taken in different regions accessible to be obtained. By virtue of customer organizations, it is
once in a while being passed on at one particular place. The ranges where each one of the errands
of headway takes a position, it is major to comprehend that every thing is scattered at the right
time and right place. The territory where the relic is sold must be reachable to the customers.
Advancement: A thing or office which is succeeding suggests that the advantage of the
collectible or organization is changed over viably to the client and authentic market has the
sensible pondered the thing. Sponsorship is related with building up the consciousness of the
locals and moreover to persuade them to buy the item. Promotional activities for different
conduct are distinctive, and the partnership chooses different methods to underwrite the item.
The matters of publicizing can be special developments reason, the precise accounts for the
advancement, official standards related with what need to compare and how the outside market
and the air of the market where every one of the organizations work.
Page 12 of 18