University Report: Marketing Strategies in Travel and Tourism Sector

This report delves into the core concepts and principles of marketing within the travel and tourism industry. It explores the impact of the marketing environment, including political, economic, social, technological, environmental, and legal factors, alongside microenvironmental influences such as employee relations and management strategies. The report examines the factors affecting customer demand, such as technology, pricing, destination choices, accommodation, and transportation. It further analyzes market segmentation principles and their application in market planning. The report also covers the role of marketing as a management tool, including strategic planning, market research, and societal influences. The marketing mix, including the service sector mix, and the total tourism product are also discussed. Finally, the report addresses the use of the promotional mix, including integrated promotional campaigns, providing a comprehensive overview of marketing strategies within the travel and tourism sector.

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Marketing in Travel and Tourism
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Date
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Marketing in Travel and Tourism
Contents
Task 1..........................................................................................................................................................3
LO1 Understand the concepts and principles of marketing in the travel and tourism sector.....................3
1.1 The core concept of marketing for the travel and tourism................................................................3
1.2 The impact of the marketing environment.........................................................................................4
1.3 Factors that are affecting the customers' demand...............................................................................6
1.4 The principals of market segmentation and its uses in the market planning......................................8
Task 2........................................................................................................................................................11
LO 2 Understand the role of marketing as a management tool in travel and tourism................................11
2.1 The importance of strategic marketing planning for a selected business in Travel and Tourism.....11
2.2 The relevance of market research and market information to the managers....................................12
2.3 The influence of marketing in the society........................................................................................14
Task 3........................................................................................................................................................15
LO 3 to understand the role of the marketing mix in the travel and tourism sector...................................15
3.1 The marketing mix of the business..................................................................................................15
3.2 The importance of service sector mix elements in this business......................................................16
3.3 The total tourism product.................................................................................................................16
Task 4........................................................................................................................................................18
LO 4 be able to use the promotional mix in travel and tourism.................................................................18
4.1 The integrated nature of the business and the role of promotional mix............................................18
4.2 Plan and justification for an integrated promotional campaign for the business..............................19
References.................................................................................................................................................21
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Marketing in Travel and Tourism
Task 1
LO1 Understand the concepts and principles of marketing
in the travel and tourism sector
1.1 The core concept of marketing for the travel and tourism
The way toward showcasing is chiefly required to satisfy the necessities and the requests of the
clients (Chen and Robinson, 2012). The procedure predominantly closes when the customers are
happy with the bondage of the organisation. Additionally, the teams must give the best
administration and the nature of merchandise keeping in mind the end goal to make the ideal
picture. Thomas Cook has kept up the typical and customary approaches to doing the promoting
for the business (Liao, 2016). The brand esteem and the positive picture of the organisation can
help the team to go far. The organisation must experience the necessities of the clients, and the
exchange must be made after making all examines about every one of the clients. On the
opposite side, the business can get influenced by the ecological condition. Clearly, the company
is expressly subject to the state of the climate where the visit is going to put. The state of the
climate can assume a final part whether the visit will happen or not. Additionally, the large scale
and the small scale variable of nature can be urgent. It has been seen that many travel and
tourism organisation has diminished their costs in the season of the retreat so that the
organisations can fabricate a particular position in the market. It is to be said that the financial
plan or the bundle must be made by the money related state of the clients. The organisations
must take after every one of the guidelines and controls of the market. They should utilise the
most advanced and refreshed apparatuses keeping in mind the end goal to get the consumer
loyalty (Nurcahyo, 2016). The office of ticket appointments must be accessible on the sites of the
organisations. The clients must get the ideal settlement as per their financial plans, and the nature
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of the administration must be great keeping in mind the end goal to make the perfect picture for
the organisation.
1.2 The impact of the marketing environment
The showcasing condition is the correspondence between the organisation and the external
world. The correspondence inside the association is likewise a piece of the promoting condition.
The realities and the standards and the directions about Thomas Cook are portrayed here. It is to
be said that there are two sorts condition and they are as per the following,
The macro environment: The full-scale condition viably chooses the accomplishment of the
business relating the external world with it. This condition can be depicted in an ideal way
utilising the PESTEL investigation.
•Political: This piece of the market incorporates all the political issues and the principles and the
controls of the legislature. The organisation must take after the tenets and the direction keeping
in mind the end goal to proceed with the business in the best way. In the field of travel and
tourism, the guidelines of the administration of various nation are the enormous matters of
concern. The voyaging spot can be anyplace in this world. The organisation must concur every
one of the terms and the states of the nation where the visit will happen. Thomas Cook has kept
up different sorts' principles and directions of the legislature.
•Economic: Numerous financial certainties must be remembered before making the visit. The
financial state of the visitor, the financial state of the nation if the visit kids in the foreign
countries. The financial state of the clients at first chooses the place of the visit. The economy
has assumed a crucial part in the accomplishment of Thomas Cook.
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•Social: The way of life and the mindset of the nearby individuals must be remembered before
making the visit in wherever. The directions must be given to the vacationers that they should
not hurt the feeling and the way of life of the neighbourhood individuals of the visiting spot.
•Technological: The systems that Thomas Cook takes after can assume an unequivocal part of
the business. Assume an organisation has masterminded Volvo AC transport for the excursion
and another organisation has orchestrated a typical transport. The clients will dependably get
pulled into the organisation which has organized the AC transport. The financial plan or the
bundle of the visit chooses the innovation in the greatest time. The more you burn through cash,
the more you get the advantage of the innovation (Power-prepare segments advantage from
utilising Victrex PEEK, 2013).
•Environmental: This is additionally a pivotal actuality regarding the travel and tourism. The
state of the climate assumes a crucial part in the voyaging business. Thomas Cook is constantly
mindful of the natural circumstance, and the traveller goals are Morocco and Egypt. So the earth
of those two spots must be taken under the matter of concern.
•Legal: All the procedure and the gear that is utilised to finish the visit must be lawful and as
indicated by the guidelines and the directions. The laws must not be softened up request to
achieve the consumer loyalty. The vacationers should likewise act typically so that the
administration can't raise any voice against the subjugation of the organisation. Thomas Cook
must keep up all the lawful tenets and the controls of Morocco and Egypt to finish the visit for
this situation (Open Tour Builder; The Battle of Atlanta Tour: A Tour of History and
Remembrance; and Emory Campus History Tour, 2016).
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Microenvironment: Concerning Thomas Cook and the goal of the visit Morocco and Egypt, this
natural examination, for the most part, chooses the state of the workers and the administration of
the association. The connection between the representatives and the authoritative structures are
the purposes of attentiveness toward the earth. The conduct and the devotion of the officials and
the main capacity of the pioneer and additionally the overseeing ability of the administration can
choose the accomplishment of the business in the best way. The style of moving toward the
clients, the way toward making the visits assumes essential parts keeping in mind the end goal to
make progress (Strategic Human Resources Management as a Success Factor to Achieve Total
Quality Management, 2016). This is the critical piece of the promoting condition that can choose
whether the business will run consummately or not. The qualities of the workers, their
employment fulfilment and the energy to meet the hierarchical objective are exceptionally
critical. The techniques that the pioneer of the organisation takes after to rouse the workers are
additionally definitive. In conclusion, the procedure of the administration board of trustees to set
the business is the most vital piece of them all. Contingent upon the approaches and the bundles
of the visit the business will get the outcome it merits.
1.3 Factors that are affecting the customers' demand
Many elements influence the request of the clients. Contingent upon the elements the clients
choose whether to run the organisation for their visits. It implies that the variables assume key
parts as far as the visits and the organisation get influenced by choice of the client (Thomas,
2013).
•The innovation of the organisation: It is the underlying element that assumes a final part in
the travel and tourism segment. It is to be said that the clients who will partake in the travel and
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the tourism through a particular organisation, will dependably attempt to find out about the
organisation. Right off the bat, they will see the way toward booking the tickets. Online ticket
booking dependably puts a decent effect in the psyches of the client as opposed to typical
booking.
•The bundles or the financial plans: The measure of the packets for a specific visit can assume
a crucial part in the specific field. It is to be said that the arrangements and the terms and the
state of the organisation and the measure of the monetary allowance must be moderate of each
kind of individuals in the general public. That is the place the achievement of the organisation
(Bassi, 2011) predominantly depends.
•The decision of the goal: The visitor regularly needs a peace place to make the visits. There are
many quiet and serene places far and wide where the development is extremely uncommon to
discover. The mountains or the centre seaside sides are the best places for this situation. The
organisations need to choose the most special place to pass by which they will have the capacity
to draw in the clients, and the consumer loyalty (DR.K.VANITHA, 2012) level will be
accomplished.
•Accommodation and nourishment: The convenience and the administration of the lodgings
are the most important certainties in the travel and tourism industry. It is to be said that if the
inns and the administration keep up the common standard then the clients get all the fulfilment
and the visit will convey a major accomplishment to the organisation. Lodgings with underneath
standard and low-quality administration can influence the business in the most noticeably bad
way. There is something else entirely to include about the nourishment that the nature of the
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sustenance must be at its top level and the prerequisites of the client must be taken under the
matters of worry to keep up the consumer loyalty level (Nurcahyo, 2016).
•The course of action of the voyage: The plans of the vehicles and the facilities in the vehicles
must be considered important keeping in mind the end goal to make the visitors fulfilled. The
voyagers would prefer not to be drained in a while achieving the goal of the visit. If this happens
then the travellers may get themselves powerless to meander each and every piece of the visiting
spot. It will humiliate the voyagers and they will begin to censure the administration of the
organization, and they will make an inquiry against the convenience of the vehicles in the trip.
These are the components that can influence the voyagers in the best way. Contingent upon the
subjugation of the organisation and the state of the administration branch of the organisation the
sightseers will choose whether to go for the travel organisation or not (Bakanauskiene,
Staniuliene and Zirgutis, 2016).
1.4 The principals of market segmentation and its uses in the market planning
The procedure through which the clients in the market are comprehended, and they are isolated
and assembled as per their requests and criteria are known as the market division. The need for
division in the travel and tourism is the extent of the market. The correspondence and the need to
accomplish the requests of the clients make the market division more needful for this situation.
Thomas Cooks has taken the common method for market Segmentation (HOWELL, 2011) for
this situation.
The fundamental principles of sectioning the market in different parts are given beneath,
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•Geographical: This division is mostly done concerning the areas of the clients. Thomas Cook
must recall the clients with various areas have several options, and it makes the organisation to
mastermind unique techniques for the distinctive clients (Fowler, 2016).
•Psychographic: Thomas Cook has come to the conclusion that the mindset and brain science of
the clients assume an unequivocal part in the decision of the clients (Arussy, 2008). Their
decisions, inclinations and their requests are for the most part in light of their brain research
projects.
•Demographic: The age of the client and the sex likewise assume important parts in the travel
and tourism business. It is to be said that the clients with various ages have different decisions to
spend their specific occasions. Thomas Cook has isolated their customers as per their ages.
•Socio-culture division: After many studies and research Thomas Cook has reached the
conclusion that the way of life and the religion of the client are additionally critical parts to be
concerned. It is to be said that the clients must get the administration as indicated by their way of
life and religion (Rumble, 2010).
The wanting to execute the division is given beneath,
•Identifying the client: Thomas Cook has expressed that as indicated by the necessities of the
customers and the money related state of the client the market can be divided. The needs of the
clients fluctuate contingent upon the locale of the client. The money associated condition and the
capacity of the client to manage the cost of the bundles of the visits can be definitive as far as the
market division (McDonald and Dunbar, 2013).
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•Grouping the clients: The customers with various needs and requests are mostly partitioned in
many gatherings. It is to be found that each group incorporates similar sorts of the clients who
have a same decision from far as the travel and tourism are concerned. Before beginning any
visits, Thomas Cook dependably goes for the gathering some portion of the client. It puts a
positive effect on the association (Al Ahmar, Rofiq and Zain Hadiwodjojo, 2014).
•Preparing visits: The administration of the visiting organisation masterminds the visits as
indicated by the request of the clients. The client with same sorts of decisions is assembled for
the visits. Thomas Cook adequately organises every one of the visits and the goes as indicated by
the necessities of the clients. This fulfils the clients and fulfilled, and the organisation
additionally gets the advantage, and they don't need to confront encourage issues concerning the
decisions of the clients.
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Task 2
LO 2 Understand the role of marketing as a management tool in travel and tourism
2.1 The importance of strategic marketing planning for a selected business in Travel and
Tourism
Thomas Cook is the best travel and visiting organisation in the UK. It is to be said that this
organisation has kept up all the fundamental tenets and controls and have met the necessities of
the clients in the best way (Chapman and Ogden, 2012). The organisation has set a decent case
about the significance of the key promoting arranging that must be followed in the best way. The
significance of the key showcasing arrangement is depicted beneath,
•Identifying the perfect client: The right client for the correct some portion of the business
must be recognised keeping in mind the end goal to make the hierarchical progress. Thomas
Cook has done the correct thing to discover their clients. Along these lines, for the most part, the
requests and the decisions of the clients will be known, and the organisation will be prepared to
make each course of action for the clients. The goals of the visit are Morocco.
•Understanding the objectives: The advertising system and arranging can help a particular
association to accomplish the objectives of the association in the best way. It is to be said that the
advertising methodology of Thomas Cook to make a visit to Morocco, helps the association to
comprehend the market and the request of the clients. This makes the organisation and the clients
glad as they locate the appropriate things they require. Thomas Cook here dependably have
recalled the objectives and the objectives to accomplish.
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•Making things not quite the same as the contenders: The maxim and the techniques of the
organisations must be special, and it must be unique about each different organisations. The
uniqueness and the distinction of the organizations will bring accomplishment as the clients
dependable search for the uniqueness. Thomas Cook here have kept up the uniqueness in the
settlement, the bundles and each and every piece of the plans. The visit to Morocco will be
effective if the uniqueness is kept up.
•Measuring the profits in the speculations: The accomplishment of each organisation, for the
most part, depends on the benefit they make in the business. Here Thomas Cook has made viable
benefit in the field. They have made progress by appropriate estimation and interest in the
business. Making the visit to Morocco can be turned out to be extremely powerful and valuable
for the organisation.
2.2 The relevance of market research and market information to the managers
Significance of statistical surveying
The importance or the importance of the statistical surveying is extremely powerful as far as the
business. It is done to know the client of the business. For this situation of travel and tourism, the
visitors are the clients and the organisations must experience every one of the necessities of the
clients to be powerful in the field of the business. The things that statistical surveying permits
Thomas Cook to accumulate are given beneath,
Capacities: Marketing research helps Thomas Cook to accumulate the data and the requests of
the client that mirrors the fulfilment of the clients. Additionally where the clients are more
fulfilled, and the pattern in the market are likewise known by powerful statistical surveying. It is
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