Tourism Marketing: Marketing Mix and Service Sector Mix Elements

This report delves into the marketing challenges faced by Thomas Cook as it plans to launch its summer holiday trips in Morocco and Egypt, focusing on the critical elements of the marketing mix: product, price, and place. It discusses potential issues within each element, such as the non-physical nature of services, pricing strategies, and the importance of selecting safe and attractive destinations. Furthermore, the report highlights the significance of the service sector mix, including place, promotion, people, and product/service, in the travel industry, emphasizing how these components contribute to brand reputation and customer satisfaction. Finally, it explores the concept of the total tourism product, differentiating between primary and secondary products, and suggesting ways Thomas Cook can enhance customer experiences through additional services like cab facilities and currency exchange. This student-contributed assignment is available on Desklib, where you can find more solved assignments and study resources.

Marketing in Trave
l and Tourism
TASK 3

Travel and tourism

3.1 Issues in marketing mix elements
• According to the scenario Thomas Cook is planning to
launch its campaign in Morocco and Egypt. Product, price,
place are the important element of marketing mix which should
be considered while launching any product or service.
• Every element of marketing mix have some advantages and
disadvantages which varies from one organisation to another.
Thomas cook can face various issues in these elements while
launching its summer holidays trip of 2018 in Morocco and
Egypt. Some issues are as follows

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Product: It is a service which is provided by any firm to its
consumers. Services given by the Thomas cook are non-physical
which will make service users to think twice about it.
•Organisation will face issue in making decision regarding it
services which should be affordable to all people.
• Travel company need to consider services in terms of
attractiveness, destination affluence and accommodation issue
which may cause difficulties in management.

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Price: Price element of marketing mix is a big issue for the Thomas
Cook. It will create various problems for the travel company.
Organisation has to price its services and products which are in the
affordable range. Prices should be kept low by the organisation so that
customer attraction can be gained. This factor also includes the issue of
tax, fare of tickets profit etc.
Place: Thomas cook have to decide appropriate place for organising
its trips. Place decided should safe, secure and clean so that health of
travellers could be maintained. Place should be attractive so that it cam
amaze the travellers.

3.2 Significance of service sector mix
element in travel industry
• Elements in services sector includes place, promotion, people and
product or service. All these components have significant role in the
industry of travel and tourism.
• Services and products provided by Thomas Cook for the summer
trip in Morocco and Egypt would be experienced by travellers only.
Service industry deals with promotion and marketing of product in
order to increase awareness among costumers.
• This will support travel company in knowing basic services which
are opted by people. Quality of each service provided by the
company should be good enough so that consumer will prefer it in
future also

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• It helps organisation in building good reputation of brand.
Service sector also help companies in finding an meeting
needs of customers. By using this mix company will get to
know about desires of particular tour to make changes in
packages accordingly.
• Another component of services sector is place where the
service is going to be provided. It constitutes external and
internal services. Place factor will help company in
distinguishing its service form its rivalries.
• People component of the service sector which will includes
customers who will use services. Employees of Thomas
Cook can promote its services in local area people of
Morocco and Egypt.

3.3 Concept of total tourism produ
ct
• Concept of total tourism product have to parts in which
primary and secondary products are included. Primary
product are termed as basic product of the organisation.
• Travel and tourism sector combines hotel industry, travel
firms, trekking authorities etc. combination of these
industries makes the trip memorable for consumers. For
providing customer satisfaction Thomas Cook can provide
influencing services, hygienic and healthy food, safe place
for accommodation etc.
• This total product will make travellers blissful and enjoyed
during the trip of Morocco and Egypt.

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• Company can also make different price packages according
to the convenience of consumers. Secondary products
includes the addiction services given by company to its
consumers.
• These product include offering on services or discount.
Company can provide cab facility to it s travellers and addition
offers on booking a room in hotel. Thomas cook can also give
services related to currency exchange.
• It will support consumer it saving their time in exchanging
currency form one location to another. Company can also
provide hotel facility at each destination so that consumers
will remain assure about accommodation in Morocco and
Egypt.

REFERENCES
• Lumsdon, L., 2016.Marketing for tourism. Springer.
• Scarles, C., 2016.Mediating the tourist experience: From brochures to
virtual encounters. Routledge.
• Shen, Y., Morrison, A.M., Wu, B., Park, J., Li, C. and Li, M., 2014. Where
in the world? A geographic analysis of a decade of research in tourism,
hospitality, and leisure journals.Journal of Hospitality & Tourism
Research, p.1096348014563394

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Thank you