Exploring Marketing Mix, Service Sector, and Tourism Product Concepts

This report examines the marketing mix within the travel and tourism industry, addressing key issues related to the product, price, and place elements. It highlights the importance of the service sector mix, emphasizing process, people, and physical evidence, and explores the concept of the total tourism product through the lens of an individual tourism business like Thomas Cook. The report references academic sources to support its analysis of marketing strategies and competitive dynamics within the tourism sector, providing a comprehensive overview of how businesses can effectively manage their marketing efforts to succeed in this industry. Desklib offers this and many more solved assignments for students.

MARKETING IN TRAVEL AND
TOURISM
(TASK 3)

P3.1. Issues in the product, price and
place elements of the marketing mix
The issue that comes in the marketing mix are:
Product:- The most important P of the marketing mix
because customers preferences changes frequently.
Place:- Another P of marketing mix. The company has to
make the product available in the market even before they
start serving the customers. Proper management of such
values is required.

Continued...
• Promotion: It is necessary for company to promote
products as per standards. If message communicated
in advertising is unethical then it might affect overall
business.

P3.2. Importance of service sector mix
elements to the travel sector
The elements involved in the service or product
have several importance and they are as follows:
Process: The company has been adapting the
systematic way for producing the services and there is a
process to be followed step by step to produce the service
and serve it to the customer.

Continued...
• People: Another important element of the service mix as
the employees are the ones who could contribute in the
activities to bring the organization to success.
• Physical evidence: If company is selling the product there
will be some physical presence of the product which can be
touch and used rather than like services that is intangible but
still serves them by giving them certain comforts and
facilities.

P3.3. Concept of the total tourism
product to an individual tourism
business such as Thomas Cook
• Total tourism defines the complete tour package. The company
usually hold contracts with the agents, brokers and companies in
other fields. In this, external factors assistance is required.
• Individual tourism is considered as business practice in which
company operates business independently without any support
of external parties. In this, company make arrangements for tour
on his own sources.

References
Vignal, L., 2010. The new territories of tourism in Egypt: a local-
global frontier?. Cybergeo: European Journal of Geography.
Xiang, Z., Magnini, V.P. and Fesenmaier, D.R., 2015. Information
technology and consumer behavior in travel and tourism:
Insights from travel planning using the internet. Journal of
Retailing and Consumer Services. 22. pp.244-249.
Yasin, M., and et. al., M.H., 2011. An assessment of the
competitiveness of the Moroccan tourism industry:
Benchmarking implications. Benchmarking: An International
Journal. 18(1). pp.6-22.